(Youthlab Indo) Indigenous trendsetters: Youth market trendsetters from middle east to far east asia

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

#Trendsetters….. “Trendsetters are innovators in term of product adoption, andAsia Trends Report Series reference in term of lifestyle ” Muhammad Faisal Executive Director Youthlab 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” Tarek Kassar, CEO of Youngberry Agency (Lebanon) http://www.flickr.com/photos/ghada-abdullrahman-photography/5622142967/sizes/l/in/pool-27418998@N00/

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 EastTrendsettersAsia Trends Report Series

http://www.flickr.com/photos/iembrace/5621447787/sizes/l/in/pool-27418998@N00/ Photo source: http://www.flickr.com/photos/damonlynch/2777535541/sizes/o/in/gallery-brianauer-72157622394147895 Photo source:http://www.flickr.com/photos/andrewnaphotography/5611086712/sizes/l/in/pool-27418998@N00/ / Tarek Kassar, CEO of Youngberry Agency (Lebanon)Trendsetters in the Middle East are of two kinds:1. A rich customer who adopts and purchases alot of new products to motivate surroundingcommunity to follow him/her in at least oneproduct without any domination to any particularcategory (car, mobile, clothes, etc...).2. A customer who has voice and opinion on newproducts and share it with the communitysurrounding him/her (or even nation-wide)through newspapers, blogs, or social networks inorder to influence on one category they aredominantly good at.Both types of trendsetters are only successfulwhen their personalities have leadership abilities. Asia Trends Report Series

Photo source: http://www.flickr.com/photos/43654543@N04/5386759565/in/pool-mideast#/photos/43654543@N04/5386759565/in/pool-51562379@N00/ Tarek Kassar, CEO of Youngberry Agency (Lebanon) 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.Asia Trends Report Series

Photo source: http://www.flickr.com/photos/zz77/5288436016/sizes/l/in/pool-51562379@N00/ Tarek Kassar, CEO of Youngberry Agency (Lebanon)Trendsetters in the Middle East are looking for various things, could beone of the below or all the below:1. Social Status: trendsetters majorly want to be positioned betteramong peers and the rest of the community. They love their lifestyle bybeing the first and unique.2. Empowered Voice: trendsetters are confident people of what theysay and want their voice to be empowered by being able tostate their opinions to the brand managers. Empowerment can also bedeveloping for them a direct channel with the brand managers all thetime.3. Access: trendsetters want access to the newest and latest trends inthe U.S. and Europe (Fashion: New York, L.A. and Paris). Providingaccess to trendsetters can help brand managers and agencies identifywhether they are still relevant to the youth culture nor not.”Asia Trends Report Series

Photo source:http://www.flickr.com/photos/modenadude/5329147642/sizes/z/in/pool-51562379@N00/ Tarek Kassar, CEO of Youngberry Agency (Lebanon) 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.Asia Trends Report Series

Profile on a Mobile Trendsetter in the Middle EastRita El-Khoury (Ritaelkhoury.com)

Profile on Fashion Trendsetter in the Middle EastNoor Al-Naimi (http://celebs-style.blogspot.com)

http://www.flickr.com/photos/dianeworland/5620849882/sizes/l/in/pool-90544387@N00/ / #India TrendsettersAsia Trends Report Series

/ Kustav Sengupta 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 INgeneAsia Trends Report Series 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/fak oconsciousness-is-growing.html http://ingene.blogspot.com/2009/08/tre nds-in-india-going-green.html

/ Kustav Sengupta 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 meetingAsia Trends Report Series against corrupted system, individuals and supporting the issues. Further reading: http://ingene.blogspot.com/2011/04/an ti-corruption-movement-and-youth- in.html http://ingene.blogspot.com/2011/04/ha zare-is-now-element-of-cool.html

Asia Trends Report Series / Kustav Sengupta 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”.

/ Kustav Sengupta Research Head of INgene (India) BB babies vs. iphone In‘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.Asia Trends Report Series 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)

#IndonesianTrendsettersAsia Trends Report Series

/ Photo source:http://www.flickr.com/photos/stonehimself/4722377442/sizes/l/in/photostream/ Muhammad Faisal Executive Director Youthlab Indo (Indonesia) Digital VS Grass root Indonesian trendsetters emerge from 2 different universe, the digital and the grass root world: 1. 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. 2. 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.Asia Trends Report Series

/ Photo source:http://www.flickr.com/photos/stonehimself/4722377442/sizes/l/in/photostream/ Muhammad Faisal Executive Director Youthlab Indo (Indonesia)Social Event ExpertIndonesian youths are well trained when itcomes to organizing an event. Because sincejunior high they usually have the experiencegathering a ‘Pensi’, an abbreviation of ‘Pentasseni’, meaning ‘Art festival’.One of the peculiar characteristic of anIndonesian Trendsetters is that they’re a‘veteran’ in event organizing. They are ‘lacrème de la crème’ in the science ofgathering crowd. One could see that thetrendsetters are the man behind the gun inevery popular youth event.Asia Trends Report Series

/ Photo source:http://www.flickr.com/photos/stonehimself/4722377442/sizes/l/in/photostream/ 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=n351T8 SP9rs) 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.Asia Trends Report Series

/ Photo source:http://www.flickr.com/photos/stonehimself/4722377442/sizes/l/in/photostream/ 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: 1. Inclusive regarding beliefs 2. Want to be regarded more as a ‘creative artist’ than a ‘worker’ 3. Independent financially and ideologicallyAsia Trends Report Series

/ Photo source:http://www.flickr.com/photos/stonehimself/4722377442/sizes/l/in/photostream/ 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.Asia Trends Report Series

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

Indonesian Trendsetter ProfileFifi Alvianto (http://www.hijabscarf.blogspot.com)

#Contributors Profile Youngberry 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.Asia Trends Report Series 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. Tarek Kassar, CEO of Youngberry Email: tk@youngberryagency.com

#Contributors Profile Youth Laboratory Indonesia www.enterthelab.com Muhammad Faisal is the Founder of Youthlab, he’s now engage 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 “Sosok pemimpin” 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 helpsAsia Trends Report Series corporations and organizations create precious connection with the fickle yet precious market segment. Through ethnographic research, online tracking, creative focus group discussion, and other means, Youthlab help 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

#Contributors Profile INgene www.ingeneinsights.com www.ingene.blogspot.com INgene Insights is the first ever consumer insight agency focusing on the younger segment of India. Kustav Sengupta 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 DesignAsia Trends Report Series - 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 Kustav Sengupta Research Head of INgene Email: kustavsengupta@yahoo.com

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(Youthlab Indo) Indigenous trendsetters: Youth market trendsetters from middle east to far east asia

by youth laboratory indonesia on Dec 28, 2011

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(Youthlab Indo) Indigenous trendsetters: Youth market trendsetters from middle east to far east asia Presentation Transcript