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10 Trends for 2014
Dec 13, 2014
10 TRENDS FOR 2014

ABOUT THIS
REPORT

In our second annual forecast of MENA trends for the near future, economic uncertai...
Subtitle

1. FABULOUSLY FLAWED

In the anti-climax to the Arab Spring with little change having taken place, the once
opti...
1. FABULOUSLY FLAWED

DRIVERS
Millennial Mindset Shifts From
Optimism To Realism
Era Of Hyper-transparency
Distrust In Ins...
2. TRUNCATING TABOOS
As social and gender parodies become mainstream in the backlash against extreme
conventions, consumer...
2. TRUNCATING TABOOS

DRIVERS
Intolerance Of Extremism
More Accommodating
Regimes
Collaborative Activism And
Support
Priva...
3. CROWD HACKTIVISTS
As consumers become more vigilant, utilizing the wisdom, crowdsourcing ability and
group clout of the...
3. CROWD HACKTIVISTS

MANIFESTATIONS

DRIVERS
Overburdened Or Inefficient
Institutions

Crowd Sourced Initiatives
For Soci...
4. HELLO, I’M AN EXPERT
In our overwhelming and hypercompetitive environments, people are increasingly finding one
thing t...
4. HELLO, I’M AN EXPERT

DRIVERS
Coping With Stress
Go Niche Or Go Home
Mentality

MANIFESTATIONS
Same Interest Niche
Comm...
5. PERFORMATIVE RETAIL
As the new normal becomes a prolonged normal in our hampered region, thrifty consumers
are increasi...
5. PERFORMATIVE RETAIL

DRIVERS
Prevailing Austerity
Dematerialization
Improvised Consumerism
Looking Like You’ve Lived Is...
6. FAUXSTALGIA
As Arabs strive to define themselves in these transformative times, they increasingly fetish all
things ret...
6. FAUXSTALGIA

DRIVERS
Transitional Times
Fragmented Arab Identity
Acculturation Of The Region
Tech-driven Lack Of
Tangib...
7. (PRE)PURCHASED
As Arabs increasingly support, be involved with, and fund products and services that interest
them pre-l...
7. (PRE)PURCHASED

DRIVERS
Rise Of Pre-development
Engagement
Passion-driven Authenticity
Mistrust In Institutions

MANIFE...
8. SAFETY SOLUTIONS
With rising urban violence and crime becoming a growing concern in the region, people will
embrace new...
8. SAFETY SOLUTIONS

DRIVERS
Unmet Social Needs
Rising Crime Rates

MANIFESTATIONS
Brand Or Civic Solutions To
Improve Con...
9. PROLONGING YOUTH
Popular perceptions of ageing are changing, with people of all ages taking a more obsessive
approach t...
9. PROLONGING YOUTH

DRIVERS
People Feeling The Toll Of
Age
Flight From Marriage
Media-driven Archetypes
Demography’s Dead...
10. E-EXPECTATIONS
As consumer readiness for digital transactions continues to accelerate faster than the available
offeri...
10. E-EXPECTATIONS

DRIVERS
Continuous Connectivity
Consumer E-readiness
Demanding Digital Natives
Data Transmission Gets
...
Not quite how you imagined the
region to look in 2014?

Learn much more by downloading the
full report.
www.jwtmea.com/tre...
10 TRENDS FOR 2014
JWT: JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a ...
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JWT MENA's 10 Trends for 2014 - Executive Summary

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In our second annual forecast of MENA trends for the near future, economic uncertainty, social tension and a hyper-connected progressive Arab are at the center of many of our trends. Our report highlights how in our transitional times, these progressive cohorts are taking on the responsibility of shaping their own futures, leveraging crowd-power and technology as the enablers of self-sustainable lifestyles. We also spotlight how businesses are responding to their pull, in an increasingly assertive consumer landscape.

JWT MENA’s 10 Trends for 2014 report is a result of quantitative, qualitative and desk research conducted by Brand Intelligence MENA throughout the year and specifically for this report.
 
Trends don’t happen in isolation. They tend to intersect and work in tandem with each other, as you’ll see here. Our future trend forecasts in the coming years will be extensions or outgrowths of our current day trends; after all, trends with real significance can’t be assigned to just one calendar year. At the beginning of each trend in the full report, you’ll see a heat map indicating how developed or not the trend particularly is across our six key MENA markets and which demographic it is trending among. At the end of each trend, you’ll see a graphic showing which of our other trends it intersects with. The trends we explore here, which we believe will have significant weight and momentum, indicate shifts that are likely to be with us for a while.

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  • JWT MENA’s 8 Trends for 2013 report is a result of quantitative, qualitative and desk research conducted by Brand Intelligence MENA throughout the year and specifically for this report. It is our center for provocative thinking that is part of JWT. We make sense of the chaos in a world of hyper-abundant information and constant innovation – finding quality amid the quantity. Elevating us from reactive Firefighters to reactive Futurists. So what will the MENA region look like in 2013?
  • Transcript of "JWT MENA's 10 Trends for 2014 - Executive Summary"

    1. 1. 10 Trends for 2014 Dec 13, 2014
    2. 2. 10 TRENDS FOR 2014 ABOUT THIS REPORT In our second annual forecast of MENA trends for the near future, economic uncertainty, social tension and a hyper-connected progressive Arab are at the center of many of our trends. Our report highlights how in our transitional times, these progressive cohorts are taking on the responsibility of shaping their own futures, leveraging crowd-power and technology as the enablers of self-sustainable lifestyles. We also spotlight how businesses are responding to their pull, in an increasingly assertive consumer landscape. JWT MENA’s 10 Trends for 2014 report is a result of quantitative, qualitative and desk research conducted by Brand Intelligence MENA throughout the year and specifically for this report. Trends don’t happen in isolation. They tend to intersect and work in tandem with each other, as you’ll see here. Our future trend forecasts in the coming years will be extensions or outgrowths of our current day trends; after all, trends with real significance can’t be assigned to just one calendar year. At the beginning of each trend in the full report, you’ll see a heat map indicating how developed or not the trend particularly is across our six key MENA markets and which demographic it is trending among. At the end of each trend, you’ll see a graphic showing which of our other trends it intersects with. The trends we explore here, which we believe will have significant weight and momentum, indicate shifts that are likely to be with us for a while. THANK YOU
    3. 3. Subtitle 1. FABULOUSLY FLAWED In the anti-climax to the Arab Spring with little change having taken place, the once optimistic Millennial is adopting a more realistic and at times – flawed - reality. A grounded and more pragmatic urge; instead of looking for perfection, they are more trusting of what is simple, traceable and even imperfect Image credit: vivimagoopresents 3
    4. 4. 1. FABULOUSLY FLAWED DRIVERS Millennial Mindset Shifts From Optimism To Realism Era Of Hyper-transparency Distrust In Institutions Predatory Business Practices Seeking Authenticity Rise Of The Selfie And Other Faux Personas MANIFESTATIONS Brands That Depict The Shocking Truth Or Flawed Reality Brands That Bare It All Out WHAT IT MEANS FOR BRANDS Build A Culture Of Openness Refine Through Feedback And Participation Show Your Human Side With Acts Of Kindness Here And There Simplify, to bring Clarity and Speed to Decision Making
    5. 5. 2. TRUNCATING TABOOS As social and gender parodies become mainstream in the backlash against extreme conventions, consumers are increasingly coming to appreciate brands that push the boundaries through honest conversations, more daring innovations, quirky approaches and more risqué experiences – with a more mature approach to acceptance and equality Image credit: Shutterstock 5
    6. 6. 2. TRUNCATING TABOOS DRIVERS Intolerance Of Extremism More Accommodating Regimes Collaborative Activism And Support Privacy Control Shifts Away From The Individual Delayed Adulthood MANIFESTATIONS WHAT IT MEANS FOR BRANDS Brands That Enable A More Mature Conversation Push The Boundaries – With Caution! Daring Brands That Push The Boundaries On Sensitive Issues Find Ways To Bring The Likeminded Together Brands That Tackle Taboos Head-on Integrate Niche Attributes Or ‘Etiquette Compliant’ Alternatives Preserve Heritage And Tradition In Novel Ways
    7. 7. 3. CROWD HACKTIVISTS As consumers become more vigilant, utilizing the wisdom, crowdsourcing ability and group clout of the internet to work en masse - and even real-time - to find communal solutions to their country’s most pressing social problems and crises, they will come to endorse brands that step in and become effective agents of civic and social transformation. Brands that use the conscience of the community for the benefit of community Image credit: Getty Images 7
    8. 8. 3. CROWD HACKTIVISTS MANIFESTATIONS DRIVERS Overburdened Or Inefficient Institutions Crowd Sourced Initiatives For Social Transformation Rise Of The Collective Conscience • • • • • • Power Of ‘Yalla’ Online Instancy • • • Citizen Policing Safety Education Tourism Traffic Socio-Economic Development Controlled Debates Human Rights Eradicating Hunger WHAT IT MEANS FOR BRANDS Communicate Why Rather Than What Embrace Collaboration With An ‘Ecosystem’ Approach Spur Real Change Be Contextually Intelligent Step In Or Step Up Responsibly
    9. 9. 4. HELLO, I’M AN EXPERT In our overwhelming and hypercompetitive environments, people are increasingly finding one thing they are passionate about and making it their focus - super-niche interests to achieve expert status in their crowds. As young Arabs continue to seek out, master and celebrate narrower diversions, they will breathe new life into industries with their ever growing superniche interest needs Image credit: Corbis Images 9
    10. 10. 4. HELLO, I’M AN EXPERT DRIVERS Coping With Stress Go Niche Or Go Home Mentality MANIFESTATIONS Same Interest Niche Communities WHAT IT MEANS FOR BRANDS Stay On Top Of Micro Pop Culture Provide The Building Blocks For Skill Development New Career Demands Build Social Fandoms Clique Collaboration
    11. 11. 5. PERFORMATIVE RETAIL As the new normal becomes a prolonged normal in our hampered region, thrifty consumers are increasingly spending smart as opposed to spending less; wanting more for their buck in the relevant now. As the value-exchange shifts from ‘price tag’ to ‘swag’, consumers will opt for choices that make their lives appear better or more enjoyable – rather than bigger Image credit: Getty Images 11
    12. 12. 5. PERFORMATIVE RETAIL DRIVERS Prevailing Austerity Dematerialization Improvised Consumerism Looking Like You’ve Lived Is Better Than Not Living At All New Normal Behaviors MANIFESTATIONS WHAT IT MEANS FOR BRANDS Brands That Target Priceconscious Consumers Enable Improvised forms of of otherwise price-heavy leisure activities Brands That Enable Improvised Yet Enjoyable Alternatives Reduce Barriers To Entry Flexible Pricing Strategies Empathize With Your Target Facilitate Social Fame
    13. 13. 6. FAUXSTALGIA As Arabs strive to define themselves in these transformative times, they increasingly fetish all things retro and crave the commemorative – brand reformations, remakes & sequels and album mash-ups - finding comfort in the pockets of familiarity of a better-defined and more authentic representation of themselves in the past Image credit: Pinterest 13
    14. 14. 6. FAUXSTALGIA DRIVERS Transitional Times Fragmented Arab Identity Acculturation Of The Region Tech-driven Lack Of Tangibility MANIFESTATIONS WHAT IT MEANS FOR BRANDS Brands That Evoke Nostalgia Through Iconic References Or Emblems Engage The Social Self Brands That Evoke Remembrance Of Better Times Recreate Feelings From The Past Bringing back Nostalgia through Arts and Culture Bring Back The Kid In Us Reignite Tradition Use The Past To Move Forward
    15. 15. 7. (PRE)PURCHASED As Arabs increasingly support, be involved with, and fund products and services that interest them pre-launch, crowd funding platforms will transpire as the new retail space, with brands capitalizing on crowd conception for new and exciting propositions. Image credit: Getty Images 15
    16. 16. 7. (PRE)PURCHASED DRIVERS Rise Of Pre-development Engagement Passion-driven Authenticity Mistrust In Institutions MANIFESTATIONS WHAT IT MEANS FOR BRANDS Successfully Crowd Funded Products Or Businesses In MENA Collaborate to Co-create Successfully Funded Creative Projects (Musicians, Films, Series Or Plays) In MENA Open Up Your Research And Development Crowd Funded Social Enterprises In MENA Assure A Secure Exchange
    17. 17. 8. SAFETY SOLUTIONS With rising urban violence and crime becoming a growing concern in the region, people will embrace new products and technologies that help them stay safe and in touch with family and friends anywhere, anytime Image credit: Getty Images 17
    18. 18. 8. SAFETY SOLUTIONS DRIVERS Unmet Social Needs Rising Crime Rates MANIFESTATIONS Brand Or Civic Solutions To Improve Consumer Safety WHAT IT MEANS FOR BRANDS Utilize Big Data To Pre-empt Conflict Overriding Lawlessness Make Personal Protection User-friendly Cyber Security Breaches Educate The Masses Collaborate With The Masses
    19. 19. 9. PROLONGING YOUTH Popular perceptions of ageing are changing, with people of all ages taking a more obsessive approach to staying younger for longer. As everyone seems happy to further this stereotype and medical advances help feed this attitude, brands and governments will need to ramp up efforts to help people achieve their goals responsibly and prevent the stigmas of extreme physical obsession Image credit: Getty Images 19
    20. 20. 9. PROLONGING YOUTH DRIVERS People Feeling The Toll Of Age Flight From Marriage Media-driven Archetypes Demography’s Dead Accessible, Affordable And Accepted Ideals MANIFESTATIONS WHAT IT MEANS FOR BRANDS Brands Promoting Youthfulness Through Fitness Reverse Assumptions About How Consumers See Their Own Age Brands Encouraging Youthful Lifestyles Encourage A More Holistic Approach To Youthfulness Brands That Celebrate Youthfulness And Vitality Emphasize The Enviable, Aspirational Characteristics That Come With Years Help People Achieve Their Goals Responsibly
    21. 21. 10. E-EXPECTATIONS As consumer readiness for digital transactions continues to accelerate faster than the available offering, digital platforms and interfaces are coming to represent a gateway to opportunity. This presents a challenge for marketers and governments looking to bridge the current content divide and engage with this cohort Image credit: Corbis Images 21
    22. 22. 10. E-EXPECTATIONS DRIVERS Continuous Connectivity Consumer E-readiness Demanding Digital Natives Data Transmission Gets Faster And Cheaper Lack Of Digital Platforms And Interfaces MANIFESTATIONS WHAT IT MEANS FOR BRANDS Movie And Video-streaming Platforms Create Smartphone‐centric Experiences Services E-platforms Use Consumer Data To Tailor Products And Services Digital Entertainment Get Ready For The Mobile Wallet Partner Across Sectors Proactively Address Security Concerns
    23. 23. Not quite how you imagined the region to look in 2014? Learn much more by downloading the full report. www.jwtmea.com/trends2014 COUNTERACTING TRADITION DRIVING NEW BEHAVIORS LEVERAGING TECHNOLOGY Image credit: JWT 8 Trends for 2013
    24. 24. 10 TRENDS FOR 2014 JWT: JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to today, developing award-winning branded content today. For more information, please visit www.jwt.com and follow us @JWT_Worldwide Brand Intelligence MENA: Brand Intelligence MENA is the center for provocative thinking that is part of JWT, the world’s best-known marketing communications brand that focuses on identifying shifts in the regional zeitgeist. Its aim is to bring the outside in—to help inspire ideas beyond brand, category and consumer conventions - and to identify emerging opportunities so they can be leveraged for business gain. For more information, please visit, www.jwt.com/mea and follow us @jwtmea THANK YOU
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