Outrospection & empathy
Meeting the new consumer

Recapping Sense & Sensibility 2012-2013
Trust
Openness
Doubt
Control
Feelings &
words matter
Facts & thoughts
matter
Crisi...
Consumer changes during Sense period
SENSE stimulates a heavy search for pragmatic solutions to life. search
for what make...
What comes next?
Enjoy
Freeze


Introspection Outrospection
SENSIBILITY SENSE
Open up

EMPATHY
We are now
entering a n...
Empathy requires
Perspective thinking: understand the perspective of another person
Staying out of judgment: recognizing e...
Everything is under reconstruction
New rules are written right now, as we speak
If we do not open up, go outside our self ...
Outrospection 
Knowing yourself by stepping outside your self
-Challenge our own rules
-Meet new people, look what they d...
The new consumer era is mainly
CONVERSATIONAL EXPERENTIAL
Listen
Understand
Bond
Discover
Challenge
Self development
Retai...
Consumer Trends
Romania 2013-2014
The new consumer: a more relaxed, adapted, never surprised, but highly
demanding consumer
We are living Adult times
Return...
12
Collective
Defensive
Low esteem / low
national pride
Sensitive,
vulnerable
Typical
Romanian
Features
Trendterritories
B...
13
Trends declinations in 2013-2014
Pragmatism
(management of
resources)
Defining words / needsMain Theme Consumer trends
...
Trend teasing
The premiumization of private
labels & small producers
Increasing belief that private
labels can be as good ...
Trend teasing
Simplicity reinvented
Build / rebuild products with minimum /
existing resources
Make a lot of use of creati...
Thank you!
Adina vlad unlock
Adina vlad unlock
Adina vlad unlock
Adina vlad unlock
Adina vlad unlock
Adina vlad unlock
Adina vlad unlock
Adina vlad unlock
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Adina vlad unlock

  1. 1. Outrospection & empathy Meeting the new consumer 
  2. 2. Recapping Sense & Sensibility 2012-2013 Trust Openness Doubt Control Feelings & words matter Facts & thoughts matter Crisis, of any kind Prosperity The change of paradigm
  3. 3. Consumer changes during Sense period SENSE stimulates a heavy search for pragmatic solutions to life. search for what makes more sense to me A good idea depends very much on facts. You must deliver what you promised, most often better than promised in words. Walk the talk Brands are subordinated to consumers. Consumers make more instrumental use of the brands Back to roots, to protect the basis. Stick to what is the most familiar to you
  4. 4. What comes next? Enjoy Freeze   Introspection Outrospection SENSIBILITY SENSE Open up  EMPATHY We are now entering a new era of consumer interaction & engagement New rules are being written right now
  5. 5. Empathy requires Perspective thinking: understand the perspective of another person Staying out of judgment: recognizing emotions in other people and communicate on these Feeling together with people: interaction and connection, not just observation from the top of things 
  6. 6. Everything is under reconstruction New rules are written right now, as we speak If we do not open up, go outside our self and interact, we might arrive too late If focusing too much on introspection we might miss the power of outrospection
  7. 7. Outrospection  Knowing yourself by stepping outside your self -Challenge our own rules -Meet new people, look what they do, understand their lives -Share experiences
  8. 8. The new consumer era is mainly CONVERSATIONAL EXPERENTIAL Listen Understand Bond Discover Challenge Self development RetailDigital
  9. 9. Consumer Trends Romania 2013-2014
  10. 10. The new consumer: a more relaxed, adapted, never surprised, but highly demanding consumer We are living Adult times Return to ME through outrospection (what’s in it for me from what it fits me?)
  11. 11. 12 Collective Defensive Low esteem / low national pride Sensitive, vulnerable Typical Romanian Features Trendterritories Base: 1000 * Based on Unlock Research conducted study on Romanian Values (2012) Quantitative Cultural Shifts Survey: 2012 – 2013
  12. 12. 13 Trends declinations in 2013-2014 Pragmatism (management of resources) Defining words / needsMain Theme Consumer trends Empowered consumer Minimizing waste Planned indulgence and the reinvention of the functional Resourcefulness & Responsibility Smart is cool Self-orientation Recognition of self, a feeling of worthiness & well being Nationalism/ re- rooting A feeling of comfort, stability and even pride Experience Curiosity and advancement, up-grade The cosmopolitan consumer Quest for authenticity Eyes open, wallet closed Product aesthetics New is the new norm DYI/ day-to-day food artist (Multi) Sensoriality Life stylistic brands not just category brands Brands fuelling change Recovering traditions / cultural ID Return to nature / provenance 2 1 3 4 5 7 6 8 9 10 11 12 13 14
  13. 13. Trend teasing The premiumization of private labels & small producers Increasing belief that private labels can be as good as big brands Examples : High presence of 365 & Gusturi Romanesti 1 Humanizing the face of retail Ensures better traceability of food and provides buyers with emotional comfort Examples: Brutaria din Sat, Petru Covrigarie, Mierea Mos Costache, De la Ferma Branza de Burduf. 2 Versatility Basic products that can be used in multiple ways in order to save time & money (chicken, simple yogurt) Recycling food Examples: Buying a bigger quantity of minced meat and making 3 types of food from it 3
  14. 14. Trend teasing Simplicity reinvented Build / rebuild products with minimum / existing resources Make a lot of use of creativity Examples: lots of shows and media investment on how it’s made DYI as therapy and way of reinventing yourself 4 The value of experience Brand connection is done through brand actions Examples: Participating in food fairs so as a way to totally immerse into the “taste, smell, touch, see” food experience 5 Attention to health and physical integrity as a WAY OF LIVING Women resort to the advice of nutritionists and start applying on a daily basis the recommended principles Brands that talk of a way of living than just products – “Abdomen plat” from Fitness Breakfast rules for Cappy or Belvita etc. 6
  15. 15. Thank you!
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