2. Trend de nition:
Trend is a reaction of consumer society to the social challenges that cause changes of the cultural context
Social challenges could be political and economical changes, new stage of technical evolution, sport
achievements, issue of a controversial and resonating book or music album, etc.
How to understand trends:
No single trend exists in isolation. Trends all interrelate like trees, branches and plants in a forest : hence an
organic diagram is a more realistic representation than a formal structure. Consumers don't live in neatly
wrapped segmentations and neither do the trends they are exposed to. Core trends have a longer lifespan
and are deep rooted in major sociological movements. These mega trends last at least 10 years. They are
rooted in deep socio-cultural phenomena and deliver insight into lifestyle and lifestage behaviour. Other
trends are o shoots of mega trends and exhibit less longevity. We concurrently monitor these because
they add interest and spark. Plus, we have observed some of these evolve into the next big trend.
3. How to apply trends:
Trends can be applied in di erent ways "Trunk" trends often the basis for longer term brand development
e.g. NPD or repositioning a brand to ensure it remains relevant "O shoot" trends provide inspiration for
think pieces, consumer typologies and creative briefs Base product o erings on several mega-trends.
A product or service should be founded on at least one and ideally several of these mega-trends.
Ensure that they avoid compromising on desirable attributes. Map how product o erings are "on-trend"
relative to competitors.
4. Methodology:
Trends are based on an anthropologic methodology “commercial ethnography” that involves identifying,
analysing and applying consumer trends across a range of di erent categories and backgrounds.
Commercial ethnography - longitude research of social-cultural and consumer trends in the natural
environment. Ethnography does not aim to study people, but instead observes people in order to
examine their every day experiences, situations, environments, activities, relations, interactions and
processes in a very rich detail.
Research tools:
1. Secondary and semiotic analyses - understanding the systems behind all the things that you
‘just know’.
2. Informal observation – used as a ‘ rst pass’ research tool, to generate questions, focus issues
or con rm choice of a venue or a target audience.
3. Formal observation – expert researchers in the natural, day-to-day setting, observing what people
do, how they interact, the kinds of things they use, etc.
4. Interviews – in-context, narrative interviews, which try to elicit the participant’s view of the world.
On-desk:
analysis of the global trends application to Ukraine;
general socio-cultural context of trends development in Ukraine.
5. BASICS
A hunger for progression and acceleration has given way to looking back to the past.
It is a return to the natural and simple as a reaction against more confusing and
complicated techno world.
6. RETRO-
MANIA HOME
(back to USSR/
retro MADE
eclectism)
BA
CK T
TO F OR
TH
E P C OM
AS ME
T HO
GAME
MANIA HOME
(basic games/
adult WITH YOU
gaming)
BASICS
SHARING
DEMO-
CRATI-
ZATION ECONOMY UKRAINI-
CLASS ZATION
LO M
W C
O ST A LIS
TRYSU- LIF ON
EST ITI
MERS YLE AD
TR
ETHNO
STAYCA- RENNAIS-
TION SANCE
ECO-
ORGANICS RESPONSI-
SPORT BILITY
ECO-
ACTIVA-
ENEGRY
TION
H . W. L
. IFE
ECO L
DEBIT/ ECO-
CREDIT FASHION/
LIFESTYLE CLOSER SHOW
SELF CARE TO
NATURE
7. Home Comfort
Trend is about consumer’s sympathy to the home atmosphere and trust to home-made
products. Customer is in need of native and “dear” non-factory, non-mass goods. Even
illusion of home-made will satisfy their wishes.
HOME
You can treat consumer with a cup of co ee and invite to relax on a home sofa. These things are
WITH YOU very pleasant for those tired of big city routine. Home atmosphere is becoming an advantage.
HOME Home is a factory of perfection. Mothers knitted socks, homemade soup associates with
MADE heart-based quality and home comfort. There are more and more “home made” goods.
8. Back to the Past
Who wants to grow-up? Consumer wants to be back in the past, when he/she was a
child. He wants to escape from the problems of noisy life and intensive work.
We are looking at the past thinking that it was golden period, romantic and fabulous. People are
RETRO
MANIA
feeling nostalgia and dreaming of the past. For each consumer there is his/her own nostalgia angle
so we are talking about retomania sub-trend.
GAME
MANIA
Games for adults help to escape from everyday routine and to enjoy your life.
9. HEALTHY WAY of LIFE
Trend is striving for keep one’s debits growing like mental and physical health.
Consumers are used to look beautiful and handsome, to take care of themselves and to invest
SELF CARE money in health. Private clinics, hospitals and medical laboratories are on the rise same as number
of spa-salons and wellness centers.
SPORT
Sport revisits Ukrainian consumers becoming more democratic and available. More people prefer
ACTIVA- to spend their time in an active way trying out new sport activities – bicycle-trial, kengoo-jumping,
TION
snowkite, etc.
Ukrainians prefer natural foods produced without GMO, preservatives and fertilizers, from
ORGANICS
ecologically clean places.
DEBIT/ Healthy nutrition and sport exercises from Monday till Friday then “party hard” from Friday till
CREDIT
LIFESTILE Sunday.
10. Traditionalism
Consumer is tired of the speed-up temp of a modern fast-forwarding world. He is
looking for a common and clear things, he is back to national and ethnical roots.
Consumer is getting involved into Ukrainian culture and traditions from clothes to literature.
UKRAINI-
ZATION Festivals of traditional Ukrainian music, national motives in Ukrainian designers collections show
love toward Ukrainian culture.
ETHNO Ethno-culture, history, myths, legends plunge us to the atmosphere of naturalness and simplicity.
RENAIS-
SANCE Ethnoshops, ethnocafes, ethnoclubs, ethnomusic and even ethnotourism are appearing in Ukraine.
11. Eco Life
As the number of plants and factories polluting environment is getting bigger ,
consumer strives to live in ecologically clean areas , in balance with nature and
environment.
ECO Alternative energy sources, bio fuel production are the most vivid manifestations of consumers
ENERGY caring about ecology.
CLOSE
It is going to be hard to live in a big city. Young Ukrainians want their children to be free of the city
TO problems. People want to live closer to nature, in balance and harmony: they spent weekends in the
NATURE
county; rst eco-villages are built in Ukraine; eco-tourism is becoming popular.
ECO With strong focus on tomorrow’s challenges, companies need are declaring eco-responsibility
RESPONSI-
BILITY e orts.
ECO- Eco-initiatives of brands and opinion leaders manifested in the sponsoring of eco events and
FASHION/
SHOW propaganda of eco-friendly fashion for regular urban usage.
12. Low Cost Lifestyle
Consumer’s intention not to overpay for the goods and services which can be
purchased at a ordable, lower price. Low cost lifestyle is not necessary lifestyle of poor
or greedy consumers. This is a lifestyle of smart and experienced consumers with
di erent income levels who are used to analyzing and planning their spending.
Crisis is turning Ukrainians into the practice of collective or shared purchasing, rent and even travel.
SHARING
Sharing is a new philosophy of life-style and consumption.
ECONOMY Even in times of economical downturn consumers are willing to discover and travel. They want to
CLASS look stylish and wear branded clothes. It is possible with economy-class services and shops.
TRYSUME- Trysumerism is a tendency of owning less and using more. Renting goods for di erent cases or
RISM sometimes with perspective of purchasing.
13. People understand that there is no reason to overpay for the services and products that could be
STAYCA-
TION
done at home, including the entertainment. It is the reason for staying home instead of going out
to di erent places. As a result the role of individual and family home consumption is growing.
To keep their customers many shops, bars, night clubs, etc. move to a more democratic format. This
DEMOCRA-
TIZATION
can be seen in the price format, the face-control, the interior and the menu. New democratic
formats such as the cork-fee, show rooms, beer gardens, food courts and yard sales appear.
14. SELF – ACTUALIZATION
Break out from the usual, mundane, routine, by realizing your creative potential,
expanding your horizons, achieving success and enjoying life today not tomorrow.
15. SCREEN
SCAPING
SMART CONSUMER
TEMPORARY
SELF – ACTUALIZATION
DOWNSHIFTING
ESC APISM
LUXURY
WITH NO MONEY
MENTAL
UPGRADE
UKRAINE
IN THE WORLD
LIVE IN A MOMENT
WELCOME
TO UKRAINE
INTEGR ATION
D.I.Y.
COMPREHAND
YOURSELF
TEACH
YOURSELF
ENGAGEMENT ESTHETIC
PRO-AMATOR RENAISSANCE MINI-
PERSONAL GROW TH PRENEURS
СREATIVE GENER ATION
16. Live In the Moment
Group of Ukrainian consumers is living in a moment. People want to get everything
today not tomorrow. There is no time to think about the future and postpone plans.
Ukrainian consumer purchasing capacity is much lower in comparison with average European but
LUXURY nevertheless Ukrainians buy the latest mobile phone models and expensive branded clothes to
WITH NO MONEY
mention few. Ukrainian consumer became a victim of “luxury living” lifestyle.
Consumers’ attitude to social status is becoming ironic. Logo and brand mania is dying out.
MENTAL
UPGRADE
People are starting to understand that show o and material things are not the most important
values. People will pay more attention to the quality of life.
17. Escapism
It is mental diversion by means of entertainment or recreation used as an "escape“ from
the perceived unpleasant aspects of daily stress.
SCREEN Computer games and internet in XXI century are equivalent to cinema, TV and radio, they used to
SCAPING help consumer to escape from the problems and plunge into virtual world of illusions.
Downshifting is a social behavior or trend in which individuals live simpler lives to escape from the
TEMPORARY rat race of obsessive materialism and thus reduce stress and its psychological consequences. Crisis
DOWNSHIFTING
times is good for some to realize their dreams of downshifting. But not for the lifetime – just to wait
till rain is over.
18. Personal Growth
Striving for knowledge, professional and personal growth.
COMPREHAND Consumer is in the search for peace, harmony and recreation. That’s how yoga and tantric practices
YOURSELF are getting more popular. People want to open their inner potential, to comprehend yourself.
TEACH Number of di erent courses, master-classes and trainings concerning di erent areas of life
YOURSELF demonstrates huge desire of a consumer to study and develop its talents.
19. Integration
Ukraine is still in progress of cultural integration into the world community. Integration
goes across multiple areas of Ukrainian society.
WELCOME Ukraine has opened its boarders both physically and culturally. Slowly, step by step, Ukraine is
TO UKRAINE becoming popular among foreign tourists and people all over the world.
UKRAINE If before Ukraine was related with Chernobyl, sport heroes and neighborhood with Russia,
IN THE WORLD nowadays it got broader. More people are opening di erent Ukraine for themselves.
20. Creative Generation
Ukrainian from “homo-faber” (Man of Work) to “homo-creativus”. Creative source
is di erentiating characteristic of new consumer generation.
They are actors, movie directors, photographers, dance instructors, DJs and musicians after 18 p.m..
PRO-AMATOR And before they are white collars, employees of big and small companies. All of them are dreaming
to develop hobbies into profession and express their talent.
ENGAGEMENT Modern’s consumer is pro-active. Consumers are opened to cooperation and ready to create.
Consumer doesn’t want to receive an ordinary typical product or service. They are open for
D.I.Y. cooperation and success will come to the company which would invite them to creation together,
involving customers to the brand development and improvement.
21. ESTHETIC
RENAISSANCE
Art comes to everyday life through modern galleries and goes into the cities streets.
People who lost their jobs during crisis or in parallel to their daily job are starting a small on-line or
MINI-
PRENEURS
o -line business. They dwell on their thoughts on products and services which they can provide
not always on their eld.
22. INDIVIDUALIZATION
We live in highly individualistic society. Mass market domination provokes consumer
move to individuality and self-expression.
23. INDIVIDUALIZATION
NICHE MARKE T 5 STAR
LIVING
UN
IQ
UE
NE
SS
MA S
RK A TU
ET ST
LIKE NO
OTHER
NEW
LUXURY
24. Uniqueness Market
Individual and group uniqueness manifestation through consumption of niche and
exclusive goods and services.
Contemporary society consists of groups and communities divided by di erent interests
NICHE MARKE T and attitudes. If you are invited, you need to keep group identity.
Number of niche Mass Media, FMCG goods and various services is increasing.
Modern consumer is a spoiled child. He is looking for tailor-made clothes, searching for
LIKE NO unique things, which are not duplicated. They want to stay out from the crowd.
OTHER
It’s opening a new space for the companies product range extension.
25. Status
Trend is about showing your belonging to the particular high class caste, emphasizing
it through consumption of premium brands. There is no place for the mass market
goods and culture.
Number of extra reach people is increasing in the world and in Ukraine despite of recent
5 STAR
LIVING
developments. This trend induces luxury goods and services market growth – wine
boutiques, yacht-clubs and ve star hotels.
The old luxury days are gone. It was luxury de ned primarily by image without tangible
NEW
component. The way luxury is de ned today is by image, experience and
LUXURY rational/functional bene ts that it gives. It must reach out to people, tell the story that’s
relevant to people’s needs and values.
26. TIME AND PROGRESS
One of the main problems of the modern consumers is lack of time. Speeding-up life
rhythm prompts consumers to use new hi-tech innovations and technologies, which
are becoming part of everyday life.
27. ТЕCHNО WORLD
ON AIR
MULTY- INTERNET
FUNCTIONALITY BROADCASTING
COMMUNITYZATION/ INFOTAINMENT
BLOGGING
VIRTUAL REALITY
INTERNET
COMMERCE
TIME AND PROGRESS
NEXT TO YOU
24/7
AUTOMATION/
SPEED UP
VIRTUAL LIFE
TIME-MONEY
28. Time-Money
Time is getting a new currency and a luxury for always-busy consumers. Before people
spent time to save money, nowadays they prefer to spend money but save their time.
12 hour active day is in the past. Today we are striving to do more within the same
24/7
time – we live an active life 24/7.
AUTOMATION/ Audio books, fast-food terminals, payment terminals are becoming common
SPEED UP in consumer life saving money and precious time.
29. Techno World
Latest innovations and technological news change life of Ukrainian consumer.
Music playing camera with access to internet and with lighter? Ten years ago it could
MULTY-
FUNCTIONALITY be a science ction today – reality brought with gadgets. Gadgets are becoming helpful
and irreplaceable for Ukrainian consumers.
ON AIR
Modern telecom technologies unite us in one big interactive world, enabling
us to communicate everywhere anytime.
30. Virtual Life
Ukrainian consumer is diving into the world of virtual reality, where he discovers more
and more useful, interesting and exiting things. Life of the modern consumer consists of
two parts, two realities - virtual and real.
Prompted with intrinsic convenience bene t and fueled with internet penetration growth,
INTERNET
COMMERCE
the number of internet shops is increasing in UA-net. It becomes common for Ukrainian
consumer to buy goods and pay the bills via internet.
Internet community/blogging is new space for communication, getting information,
COMMUNITYZATION/ advertising and even private life. No matter who you are – politician, pop-star,
BLOGGING
businessman, student, or maybe a company – your blog is your new virtual face.
31. TV and radio appear in UA-net. TV channels and radio stations are launching their on-line
INTERNET-
BROADCASTING
versions. Podcasting technology enables people to create their own informational and
entertaining content, their personal radio or TV.
People recreate real life and real objects in the virtual world. From the streets of the city
VIRTUAL REALITY
where they live to apartments and home. We are diving deep into the virtual reality.
It was initially designed as information mediums – like TV news, product packaging or
INFOTAINMENT
restaurant menu - is becoming the combination of information with entertainment.
32. Our services:
Full version of Ukrainian Trend Report: up to 700 slides with all the supportive materials
(videos, pictures, etc);
Trend consultancy presentations – ideas generating on the research results;
Client speci c questions to trend experts and trendsetters / Adding up to X client speci c
questions to the relevant experts and trendsetters;
Conducting of specialized quick on-line polls (concepts testing) with trendsetters and experts
on speci ed by client topics;
Conducting of non-standard brainstorming with trendsetters on speci ed by client topics.
33. Responses:
“There were no attempts of systemizing and classifying trends by directions in trend watching
before. I think it is right and modern way of trend research performed by Think! McCannErikson. It
is clear that we should consider actual and future consumer trends to be competitive on the
market.”
Tatyana Rodnina
marketing manager , “Slavutich Carlsberg Group”
“Trend research by Think! McCannErickson illustrated quite advanced approach to the attempt to
obtain better understanding of the consumer. The creative visualization of the trends was also
recognized as an original way to express the meaning behind.”
Inna Nikova
Marketing communication director, “Nestle Ukraine”
