trendwatching.com’s
December 2013 South & Central America Trend Bulletin

5 CRUCIAL SOUTH & CENTRAL
AMERICAN CONSUMER
TREN...
1. STATUS SMARTS
Smart is the new status symbol.

2. CIVICSUMERS

People-powered change: one city at a time.

3. BITTER TR...
This is just a short extract.
Read the FULL Trend Bulletin
(for free!)
www.trendwatching.com/southcentralamerica/trends/5t...
1
STATUS SMARTS
Smart is the new status symbol.

The online world has made information abundant;
savvy entrepreneurs are t...
Burger King & Alfaguara
Books replace toys in kids’ menu

www.trendwatching.com/southcentralamerica

5 CRUCIAL SOUTH & CEN...
Easy Taxi
Cab firm turns taxis into traveling libraries

www.trendwatching.com/southcentralamerica

5 CRUCIAL SOUTH & CENT...
SocialLab: Puentek Bus
Mobile innovation lab brings 3D printing to
young people across Latin America
www.trendwatching.com...
Red Balloon: Celebrity Grammar
Cops
Language school students teach English to
celebrities through Twitter
www.trendwatchin...
South & Central America includes six out
of the top 10 countries where consumers
say they are more willing to buy products...
CNA
Language school offers online English
course via supermarkets
www.trendwatching.com/southcentralamerica

5 CRUCIAL SOU...
2
CIVICSUMERS

People-powered change: one city at
a time.
In 2014, urban consumers will agitate for and look
to effect cha...
Benefeitoria: Rio+
Crowdsourcing platform implements ideas
for urban improvement
www.trendwatching.com/southcentralamerica...
Post Fumaça Preta
Citizen-created app allows users to
denounce polluting vehicles
www.trendwatching.com/southcentralameric...
MVS Television: ‘Los Supercivicos’
TV comedy confronts bad urban practices
in Mexico City
www.trendwatching.com/southcentr...
Imagina na Copa: Coque (R)Existe
Media education empowers Recife
residents to fight exploitation
www.trendwatching.com/sou...
100 en 1 día: Santiago
100+ citizen initiatives enacted in 1 day to
enhance life in Chilean capital
www.trendwatching.com/...
89% of Brazilians use social media
to engage with companies around
their CSR initiatives.
- Cone, July 2013

www.trendwatc...
Antofagasta: Malon Urbano
Event brings Chilean residents together to
discuss urban issues
www.trendwatching.com/southcentr...
3
BITTER TRUTHS
Why consumers will welcome
facing reality. However ugly.

In 2014, increasing transparency brings awarenes...
Teto: Invisigram
Celebrities donate Instagram accounts to
highlight poverty in Brazil
www.trendwatching.com/southcentralam...
BRMalls & Social Solidarity Fund
‘The Empty Shop’

www.trendwatching.com/southcentralamerica

5 CRUCIAL SOUTH & CENTRAL AM...
82% of consumers in Latin America
believe that companies should be
involved in improving people’s wellbeing and quality of...
Domund
Supermarket shoppers confront food
poverty in Peru
www.trendwatching.com/southcentralamerica

5 CRUCIAL SOUTH & CEN...
4
PROTECTIVE TECH
Why in 2014, brands should protect
and serve.

With safety and personal risk – both online and offline
–...
Assegurar Te Consultoria
‘Panic Button’ for Argentinean women at
risk of domestic violence
www.trendwatching.com/southcent...
70% in South & Central America
agree that the world is ‘increasingly
hostile and uncertain’, versus 66%
globally; includin...
Mexico Police Department: PF Móvil
App connects Mexicans directly with local
road safety authorities
www.trendwatching.com...
Alerta Hogar Mujer
App against domestic violence

www.trendwatching.com/southcentralamerica

5 CRUCIAL SOUTH & CENTRAL AME...
La Polar
Pay with your fingerprint

www.trendwatching.com/southcentralamerica

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER...
Banco do Brasil
Piloting biometric ATMs

www.trendwatching.com/southcentralamerica

5 CRUCIAL SOUTH & CENTRAL AMERICAN CON...
5
LIFE: ON DEMAND
2014: year of the time savior

One result of the maturing South & Central American
consumer arenas? In 2...
Skipo
App waits for users on customer service
calls
www.trendwatching.com/southcentralamerica

5 CRUCIAL SOUTH & CENTRAL A...
56%

The number of convenience stores
in Mexico increased 56% in the five
years to 2012, to 12,720 units.
- Euromonitor, M...
Tidy
Gym kit rental service in Mexico
www.trendwatching.com/southcentralamerica

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUM...
Reservagas
Reserve shopping mall parking space
in advance
www.trendwatching.com/southcentralamerica

5 CRUCIAL SOUTH & CEN...
Limelocker
Drop off dirty clothes in a locker
www.trendwatching.com/southcentralamerica

5 CRUCIAL SOUTH & CENTRAL AMERICA...
Pão To Go
Brazilian bakery opens drive-through
stores
www.trendwatching.com/southcentralamerica

5 CRUCIAL SOUTH & CENTRAL...
This is just a short extract.
Read the FULL Trend Bulletin
(for free!)
www.trendwatching.com/southcentralamerica/trends/5t...
NEXT...
MORE...

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trendwatching.com's 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014

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Check out our handpicked selection of 5 crucial South & Central American Consumer Trends for 2014. From CIVICSUMERS to STATUS SMARTS to PROTECTIVE TECH…

Published in: Business, Travel

trendwatching.com's 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014

  1. 1. trendwatching.com’s December 2013 South & Central America Trend Bulletin 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 trendwatching.com/southcentralamerica/trends/5trends2014
  2. 2. 1. STATUS SMARTS Smart is the new status symbol. 2. CIVICSUMERS People-powered change: one city at a time. 3. BITTER TRUTHS Why consumers will welcome facing reality. However ugly. 4. PROTECTIVE TECH Why in 2014, brands should protect and serve. 5. LIFE: ON DEMAND 2014: year of the time savior. www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 2
  3. 3. This is just a short extract. Read the FULL Trend Bulletin (for free!) www.trendwatching.com/southcentralamerica/trends/5trends2014/ www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 3
  4. 4. 1 STATUS SMARTS Smart is the new status symbol. The online world has made information abundant; savvy entrepreneurs are the new rock stars; the new, better-educated middle classes are seeking continued personal development and fulfillment. In 2014, rising numbers of South & Central American consumers will embrace brands that assist them in their thirst for smarts. www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 4
  5. 5. Burger King & Alfaguara Books replace toys in kids’ menu www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 5
  6. 6. Easy Taxi Cab firm turns taxis into traveling libraries www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 6
  7. 7. SocialLab: Puentek Bus Mobile innovation lab brings 3D printing to young people across Latin America www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 7
  8. 8. Red Balloon: Celebrity Grammar Cops Language school students teach English to celebrities through Twitter www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 8
  9. 9. South & Central America includes six out of the top 10 countries where consumers say they are more willing to buy products and services from companies that support education (Colombia: 90%, Brazil & Venezuela: 88%, Peru: 87%, Chile 83%). - Nielsen, September 2013 www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 9
  10. 10. CNA Language school offers online English course via supermarkets www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 10
  11. 11. 2 CIVICSUMERS People-powered change: one city at a time. In 2014, urban consumers will agitate for and look to effect change. Fueling this trend in 2014? Social media. Far from being a trivial distraction, the region’s frustrated CITYSUMERS will turn to social media to accelerate their demands. www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 11
  12. 12. Benefeitoria: Rio+ Crowdsourcing platform implements ideas for urban improvement www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 12
  13. 13. Post Fumaça Preta Citizen-created app allows users to denounce polluting vehicles www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 13
  14. 14. MVS Television: ‘Los Supercivicos’ TV comedy confronts bad urban practices in Mexico City www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 14
  15. 15. Imagina na Copa: Coque (R)Existe Media education empowers Recife residents to fight exploitation www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 15
  16. 16. 100 en 1 día: Santiago 100+ citizen initiatives enacted in 1 day to enhance life in Chilean capital www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 16
  17. 17. 89% of Brazilians use social media to engage with companies around their CSR initiatives. - Cone, July 2013 www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 17
  18. 18. Antofagasta: Malon Urbano Event brings Chilean residents together to discuss urban issues www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 18
  19. 19. 3 BITTER TRUTHS Why consumers will welcome facing reality. However ugly. In 2014, increasing transparency brings awareness of social issues to ever more consumers. One result? More consumers will look to brands to move beyond gentle, soft (read: avoidable and weak) campaigns and launch unexpected, jarring, risky initiatives that grab their attention and (better yet) demand action. www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 19
  20. 20. Teto: Invisigram Celebrities donate Instagram accounts to highlight poverty in Brazil www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 20
  21. 21. BRMalls & Social Solidarity Fund ‘The Empty Shop’ www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 21
  22. 22. 82% of consumers in Latin America believe that companies should be involved in improving people’s wellbeing and quality of life, yet only 46% think brands work hard to do so. - Havas, July 2013 www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 22
  23. 23. Domund Supermarket shoppers confront food poverty in Peru www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 23
  24. 24. 4 PROTECTIVE TECH Why in 2014, brands should protect and serve. With safety and personal risk – both online and offline – remaining a core concern for many consumers, brands looking for a focus for their technology innovation in 2014 should start by targeting threats to personal safety, in whatever form. www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 24
  25. 25. Assegurar Te Consultoria ‘Panic Button’ for Argentinean women at risk of domestic violence www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 25
  26. 26. 70% in South & Central America agree that the world is ‘increasingly hostile and uncertain’, versus 66% globally; including 83% in Argentina and 74% in Mexico. - Futures Company, November 2012 www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 26
  27. 27. Mexico Police Department: PF Móvil App connects Mexicans directly with local road safety authorities www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 27
  28. 28. Alerta Hogar Mujer App against domestic violence www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 28
  29. 29. La Polar Pay with your fingerprint www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 29
  30. 30. Banco do Brasil Piloting biometric ATMs www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 30
  31. 31. 5 LIFE: ON DEMAND 2014: year of the time savior One result of the maturing South & Central American consumer arenas? In 2014, convenience will be front and center as busy urban consumers increasingly expect LIFE: ON DEMAND. Think products and services in hyper-convenient formats, instantly accessible, easy-to-navigate channels, and most of all a relentless sense of control and achievement. www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 31
  32. 32. Skipo App waits for users on customer service calls www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 32
  33. 33. 56% The number of convenience stores in Mexico increased 56% in the five years to 2012, to 12,720 units. - Euromonitor, May 2013 www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 33
  34. 34. Tidy Gym kit rental service in Mexico www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 34
  35. 35. Reservagas Reserve shopping mall parking space in advance www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 35
  36. 36. Limelocker Drop off dirty clothes in a locker www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 36
  37. 37. Pão To Go Brazilian bakery opens drive-through stores www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 37
  38. 38. This is just a short extract. Read the FULL Trend Bulletin (for free!) www.trendwatching.com/southcentralamerica/trends/5trends2014/ www.trendwatching.com/southcentralamerica 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014 38
  39. 39. NEXT... MORE... Enjoyed this Trend Bulletin? Want more? 1. Our free South & Central America Bulletins 2. Our 2014 Premium Service Should you be one of our 1,200+ Premium clients? Subscribe to our South & Central America Bulletins here. SUbScrIbe me » See how Premium will benefit you If you have any comments, suggestions or questions then please do let us know. Just email: Nathalia Souto Senior Client Services Manager nathalia@trendwatching.com About us Established in 2002, trendwatching.com is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts many of the world’s leading brands as clients, while our free monthly Trend Briefings go out to over 225,000 subscribers in 180 countries. More at www.trendwatching.com
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