(youth research partners) Indigenous trendsetters from middle east to far east

Photo souce:http://www.flickr.com/photos/jimshannon/2498525183/sizes/o/in/photostream/
Indigenous Trendsetters
From Middle East To Far East
YRP Asia Trends Report Series

#Trendsetters…..
“Trendsetters are innovators in term of product adoption, and reference in term of lifestyle ”
Muhammad Faisal Executive Director Youtlab Indo (Indonesia)
“Trendsetters are customers or consumers who are ahead of the market curve and real influencers on the mainstream. Trendsetters are mayors of street creds”
TarekKasser CEO of Young Berry Agency (Lebanon)
http://www.flickr.com/photos/ghada-abdullrahman-photography/5622142967/sizes/l/in/pool-27418998@N00/
www.youthresearchpartners.com

http://www.flickr.com/photos/iembrace/5621447787/sizes/l/in/pool-27418998@N00/
Photo source:http://www.flickr.com/photos/andrewnaphotography/5611086712/sizes/l/in/pool-27418998@N00/
#Middle EastTrendsetters

Photo source:http://www.flickr.com/photos/damonlynch/2777535541/sizes/o/in/gallery-brianauer-72157622394147895/
TarekKasser CEO of
Young Berry Agency Lebanon
"Trendsetters in the Middle East are of two types:1. Rich customer who adopt and purchase a lot of new products to motivate surrounding community to follow him/her in at least one product without any domination to any particular category (car, mobile, clothes, etc...).2. A customer who has voice and opinion on things and share with the community surrounding him/her (or even nation-wide) through newspapers, blogs, or social networks in order to influence on one category they are dominantly good at.Both types of trendsetters are only successful when their personalities have leadership abilities.”

http://www.flickr.com/photos/43654543@N04/5386759565/in/pool-mideast#/photos/43654543@N04/5386759565/in/pool-51562379@N00/
TarekKasser CEO of
“Trendsetters lifestyle differs from the rest of the mainstream and this is how they want to position themselves, whether they understand "personal branding" or not”

Photo source:http://www.flickr.com/photos/zz77/5288436016/sizes/l/in/pool-51562379@N00/
TarekKasser CEO of
“Trendsetters in the Middle East are looking for various things, could be one or all the below:1. Social Status - trendsetters majorly want to be positioned better among peers and rest of the community. They love their lifestyle by being the first and unique.2. Empowered Voice: trendsetters are confident people of what they say and want their voice to be empowered by being able tostate their opinions to the brand managers. Empowerment can also be developing for them a direct channel with the brand managers all the time. 3. Access: trendsetters want access to the newest and latest trends in the U.S. and Europe (Fashion: New York, L.A. and Paris). Access can help even brand managers and agencies identify whether they are still relevant to the youth culture.”

Photo source:http://www.flickr.com/photos/modenadude/5329147642/sizes/z/in/pool-51562379@N00/
TarekKasser CEO of
“A trendsetter is critically self-conscious and
want to be perceived by brand managers
and agencies as:1. Self-actualizing person.2. Qualified leader.3. Champion in the field.4. Advocate in what he/she says.”

Middle East Trendsetter Profile
Rita El Khoury (http://ritaelkhoury.com/#1)

Middle East Trendsetter Profile
Noor AL Naimi (http://celebs-style.blogspot.com/)

http://www.flickr.com/photos/dianeworland/5620849882/sizes/l/in/pool-90544387@N00/
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#Trendsetters In India

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KustavSengupta
Research Head of
INgene
India
“Eco-cool” and the “fakoconsciousness”
A strong emerging trait of young influencers in India at SEC1 cities… to show off that they are ecologically conscious!
This is a characteristic which INgene coined as “fakoconsciousness” : a process of faking oneself as ecologically and socially active to remain “cool” among peers (when the on-ground observations states a different scenario).

Further reading:
http://ingene.blogspot.com/2011/01/fakoconsciousness-is-growing.html
http://ingene.blogspot.com/2009/08/trends-in-india-going-green.html

/
KustavSengupta
Research Head of
INgene
India
Being Anti corruption groupe is “cool”

Speaking and showing off solidarity against corruption is becoming cool. The digitally smart youth in India are strengthening their solidarity in virtual world to organize rallies, real meeting against corrupted system, individuals and supporting the issues.

Further reading: http://ingene.blogspot.com/2011/04/anti-corruption-movement-and-youth-in.html
http://ingene.blogspot.com/2011/04/hazare-is-now-element-of-cool.html

/
KustavSengupta
Research Head of
INgene
India
Emerging “DIY” initiatives among In‘glo’dians
In contrast to the traditional “get it done” attitude of affluent class in India, the In’glo’dians are embracing more DIY to remain “alternative” and “personal”.

/
KustavSengupta
Research Head of
INgene
India
BB babies vs. iphoneIn‘glo’dians

There is a strong emerging difference among various categories of young and young adult segments in India. The Neuvo riche Indians in their 20’s and 30’s are opting for Blackberry where as the “alternative” cool In’glo’dians are moving towards iphone latest version. The aspiring “Indian” categories of youth are opting for BB look alike. The “Bharatiyas” are buying Chinese fakes, “no name/low- branded” local made mobiles.

Narcissism grows

The digital liberty is making this generation more and more narcissous….showing of self is rampant, virtually (in a country with strict social norms, offline)

#IndonesianTrendsetters

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Muhammad Faisal
Executive Director
Youthlab Indo
(Indonesia)
Photo source:http://www.flickr.com/photos/stonehimself/4722377442/sizes/l/in/photostream/
Digital VS Grass root
Indonesian trendsetters emerge from 2 different universe, the digital and the grass root world:
Digital influencers are the young people who are actively shouting their opinion on a wide range issues, from economic, eco-green, politics, to celebrity gossips. They came from diverse background, although most of them are creative worker or academician. They have massive follower on social media and engage with them almost 24/7.
The Grass root trendsetter are youths who specialized themselves in a particular hobby such as lomo camera, fingerboard, music, fashion, surfing, or fixed gear. They’re more active offline than online. They love to ‘nongkrong’ or ‘kopdar’, which means ‘hangout’ or ‘having a coffee break’. This type of trendsetters are the leader when it comes to creating a social currency.


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Muhammad Faisal
Executive Director
Youthlab Indo
(Indonesia)
Social Event Expert
Indonesian youths are well trained when it comes to organizing an event. Because since junior high they usually have the experience gathering a ‘Pensi’, an abbreviation of ‘Pentasseni’, meaning ‘Art festival’.
One of the peculiar characteristic of an Indonesian Trendsetters is that they’re a ‘veteran’ in event organizing. They are ‘la crème de la crème’ in the science of gathering crowd. One could see that the trendsetters are the man behind the gun in every popular youth event.

/
Muhammad Faisal
Executive Director
Youthlab Indo
(Indonesia)
Creating Public Spaces
Because the youth center aren’t really working as it suppose to be in urban cities and almost all youth public facilities dated back to the 70’s. Trendsetters now also take part in creating new public spaces, or rejuvenating old ones as a decent place for youth.
‘Build this city’
(http://www.youtube.com/watch?v=n351T8SP9rs)
Is a one of the many example of how a community of youth trendsetters (unkl347) invest in creating a space for youth.
The interesting part is, in initiating this militant movement the grass trendsetters don’t want to be related to a bigger cause, such as green or anti-corruption movement.

/
Muhammad Faisal
Executive Director
Youthlab Indo
(Indonesia)
Inclusive, Creative, Independent
Indonesia is well known as the biggest Muslim country in the world. But, what the western world usually don’t notice is that most of Indonesian people are ‘abangan’, meaning ‘moderate muslim’. Especially its young people. This decade mark the era where the Indonesian youths became more inclusive than its predecessor. For the trendsetters, they’re craving to be part of that story as well. Three major characteristic of an Indonesian trendsetters are:
Inclusive regarding beliefs
Want to be regarded more as a ‘creative artist’ than a ‘worker’
Independent financially and ideologically

/
Muhammad Faisal
Executive Director
Youthlab Indo
(Indonesia)
Nationalism Redefined
Brands like Apple, McBeth, and Zara are still perceived as status symbol, but local brands start to regain their place among youth. This is where the trendsetters take part. Trendsetter are the young people who succeed to acculturate product such as fixed gear bike, tees, and sneakers not just in a creative way but with an indigenous touch as well.

Indonesian Trendsetter Profile
Arian Stone (http://arianstone.wordpress.com)
Arianstone, 24 years old
Fixed Gear Evangelist,Bandung
South Beach Queen

Indonesian Trendsetter Profile
FifiAlvianto (http://www.hijabscarf.blogspot.com)

#Contributors Profile
Young Berry Agency
www.youngberryagency.com
Youngberry is a youth research and marketing agency that connects brands with young people through sports, music, fashion, gaming, entrepreneurship programs, and other interests. This connection could be at work, the shopping mall, sports club, school, or campus.
In the Arab world, the space is crowded with non-devoted design and marketing agencies to the age group between 12 and 29 years old. However, we believe that the youth community requires a unique approach and an understanding of our lifestyle, habits and latest trends among this ever evolving psychographic.
Therefore, we decided to establish Youngberry, a collective boutique agency that gather our daily observation and interaction with young people around us, researches on youth culture, indication on latest trends, and our experience in the marketing and digital fields combined.
Youngberry was founded by young Arabs of grown-up thinking who are living, eating, drinking, studying and working in the Middle East and North Africa.
Youngberry is not a virtual company, it was officially registered in Beirut, Lebanon in December 2010 under the name Youngberry Company S.A.R.L to license all the services we provide right now to the youth market, including consultancy.
TarekKaser
CEO of Young Berry
Email: tk@youngberryagency.com

Youth Laboratory Indonesia
www.enterthelab.com
Muhammad Faisal is the Founder of Youthlab, he’s now engange in his doctorate study at the faculty of psychology of the University of Indonesia. He was the initiator of the first TV program on presidential candidate psychological profile analysis called “Sosokpemimpin” in Metro TV. In the 2009 general election he analyzed and researched the political attitudes of young people (17-30 years old) by means of focus group discussion in nine Indonesian cities. He was surprised that the data gained from conventional way was artificial and robust. He then open a new firm called YOUTH LABORATORY INDONESIA focusing on youth research and develop new way of inquiring insight from the youth segment.
Youthlab then become the first factory and repository of youth insight in Indonesia, compromised of multi-talented youths of various background, the research and consulting company helps corporations and organizations create precious connection with the fickle yet precious market segment.Throughetnographic research, online tracking, creative focus group discussion, and other means, Youthlabhelp brands & organizations create a dialogue with the youths of Indonesia in the most efficient manner.
Muhammad Faisal
Executive Director of Youth Laboratory Indonesia
Email: faisal_sii@yahoo.com

INgene
www.ingeneinsights.com
www.ingene.blogspot.com
INgene Insights is the first ever consumer insight agency focusing on the younger segment of India.
KustavSengupta is the Research Director of INgene.
He’s also a youth culture analyst, global culture researcher, etnographist, youth marketing specialist and network expert. Award winning academician and product analyst.
Associate Professor: NIFT, Chennai
- Masters in Design (4 gold medals)
Six Sigma expert
Master in Graphic Design
Research Scholar: consumer psychology of Indian subcontinent
Global Subculture research with Ted Polhemus (www.tedpolhemus.com)
Global youth marketing expert with Ruby Pseudo (www.rubypseudo.com)
Youth insight collaboration with TrendSpotting (www.trendsspotting.com)
Experience:12 years in consumer trend research
KustavSengupta
Research Head of INgene
Email: kustavsengupta@yahoo.com

Read the Trends, Ride with Us
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Activate the network!
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Asian Region Chairman contact:
Faisal +8158195354
Faisal_sii@yahoo.com

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http://www.kaustavsengupta.com	43
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(youth research partners) Indigenous trendsetters from middle east to far east

by YRPasiaTrendsReport on Apr 19, 2011

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(youth research partners) Indigenous trendsetters from middle east to far east — Presentation Transcript