Havas Media Ortega Managing Partner Eduardo Mapa Jr. presented '13 Trends of 2013' during the Philippine Association of National Advertisers (PANA)'s General Members Meeting at Hard Rock Cafe, Glorietta, Makati Philippines.
We are a global network passionate on trends. We monitor, decipher and evaluate trends to bring our clients to the future first.
In 2012, ‘Meaningful brands for asustainable future’ talked to over 50,000consumers in 14 countries.We researchedover 300 brands and importantly explorednew territories such as PersonalWellbeing + Sustainability.
The Rate of Innovation has been growing exponentially Based on the World Intellectual Property Office (WIPO), the number of patents being files in offices has been growing exponentially. The number of ground-break technologies, from pharmaceutical products, to machines, to software has been growing as exponentially as the number of facets and problems of our daily lives that these innovations are trying to touch and improve. Source: WIPO World Intellectual Property Indicators - http://www.wipo.int/freepublications/en/intproperty/941/wipo_pub_941_2010.pdf
Technology has been bringing the consumers into the digital and social spheres This innovation has been shepherding hundreds of millions of people yearly into the online realm. The internet population has doubled and the social media population has tripled roughly in the past 5 years. Source: ComScore
Technology is transforming how CEO’s are steering their corporationsCEO’s are aware that development of technology can change the game for existing industries. Advances in sectorslike energy, biotech, and even physics are revolutionizing products and organizational business models.Source: IBM - Leading Through Connections reporthttp://www.brandchannel.com/images/papers/536_IBMGlobalCEOs.PDF
Each device offers a specific kind of experience at each part of the dayExperience prioritization is observed in how consumers use each form of screen throughout the day. They use Tablets and Mobilephones when they commute to work around 6am. Throughout the middle and bulk of the day, they depend on their desktops andlaptops to accomplish their daily tasks. At the end of the day they look to mobile, and to a greater extent tablets, to reward themselveswith technologically-augmented experiences once they get back home and as they multi-screen with their television sets.
The New Middle ClassVarious macro socio-economic shifts are converging around the Asian middle-class. The nextgeneration will dominate the world market in terms of sheer population and more importantly, withtheir massive capacity to spend and contribute to their respective economies.Organization for Economic Co-operation and Development - The Emerging Middle Classhttp://www.oecd.org/social/poverty/44457738.pdf
Wealth is moving to Developing Markets Global GDP Growth Projections
World Economic Forum Insights http://www.youtube.com/watch?v=Nvx6qGc6X4s
Most of this Growth is driven by South East Asian markets Source: Sapient Nitro - US Shopping Experience Reporthttp://www.slideshare.net/sapient/sapientnitro-gfk-roper-survey#btnPrevious
Life Tracking and Quantified Self http://www.youtube.com/watch?v=pEpNTFU0C0oTracking activities in your life, surrounding environments, and social networks to:1. Measure, monitor and visualize your performance and progress2. Optimize daily activities and behaviors (exercising, eating, sleeping, etc) to better enjoy life, be healthier and more productive.3. Make more informed purchase decisions4. Manage and develop your social reputation
Office dynamics will never be the same again. With LifeCheck, employees log inwork-related items like their time-in and outs or the man-hours spent on their daily to-dos. LifeCheck is backed by in-depth employee data and records, rewards and messages is as personal as it can get.
5. FROM MEMORABLE TO MEANINGFUL Personal Well-being + Sustainability
Trust is the New BlackThe global financial crisis, environmental disasters, and various corporate and governmentscandals has created widespread mistrust of corporations, governments and media. Moreimportant than ever to building brand equity and differentiation, trust has become a preciouscommodity, and its limited supply in the marketplace has stimulated consumer demand.Source: Ford consumer trend report - 13 trends for 2013http://i.usatoday.net/money/_pdfs/ford-consumer-trend-report.pdf
RECYCLEBANK- Recyclebank rewards people for taking green actionswith discounts and deals from more than 4,000 local businesses andnational brands.
Emerging markets for emergingmarkets:Before, developed marketscatered to emerging ones whileemerging markets increasinglycatering to developed ones. Now,there is an explosion in productsand services from emergingmarkets for emerging markets.For example, Chinese and Brazilselling to middle classes inTurkey, India, South Africa
Digital Channels as a Method of Brand Discovery BDI Philippines – DAY TO DAY PRODUCTS, GWI Q4, 2012
Tryvertising through subscription boxes has arrived in the Philippines.This allows "presumers" to gain exclusive access to the newest productsand brands.
10. Social Snacking Bite-sized social networking
Web SnackingAccording to Global Web Index, a vast majority of those who go online through their mobilephones are frequently online, as half of them are online at least once a day to several times a daybut are only spending bite-sized amounts of time online at a time. This is the trend that we’reseeing in the local telco industry but we dig deeper in our observed trend - Social Snacking.Source: Global Web Index - Q4 2012, Average Filipino
Social SnackingSocial media activities form the top activities while they are online on phones: Uploading onFacebook, updating your “status”, Chatting, Commenting, etc. This is what we call socialsnacking. Filipinos don’t just web snack, surfing for short amounts of time, Filipinos snack onbite-sized social experiences with their friends through their mobile phoneSource: Global Web Index - Q4 2012, Average Filipino
Make TV Sony Interactive Campaign QuickTime™ and a decompressor are needed to see this picture. http://www.youtube.com/watch?v=dEAgynm3Ng8 Manifestation of "orchestration" through use of TV, OOH-TV, and tablet-mobile-laptop, with each channel having a role of its own depending on its strengths.
12. Social Shopping E-commerce through social platforms
More than just "friend-ing" a brand on a social network, Lyst allows netizens to follow their favoritebrands, designers and bloggers and get their personal recommendations and sales updates.
Consumer technology and mobile applications becomeaccessible conduits for healthcare services of doctors Screenshots are of the back-pain app that replaces the therapist. This also shows that even technology / software can be consumerized and personal Source: Technavio - 2011 report on mobile health market
Technology empowers the patient to take control of their own health Withings Blood Pressure Monitoring http://www.youtube.com/watch?v=hYM0gahC04MAs an extension of the iPhone, Withings is a blood pressure measurement gadget that provides accuratereadings and eliminates the hassle of having to depend on hospitals and doctors for healthcare services.