In L1452 we                                   are dedicated to inspire                                     new product ide...
THE	                CAUTIOUS	               CONSUMER	    ECO	   INDIE	                ALTRUI	               TAINMENT	  WOM...
THE CAUTIOUSCONSUMER
In 2010, consumer confidence levelsincreased on a global scale. Howeverthe lesson has been learned: economicinstability can...
(58%) of“ More than half                  oreAmericans are m                 nsumerscautious as co                    year...
RenacCalculator rental service for schooland college students.!
People’s SupermarketA supermarket in England doesn´tneed to hire employees, localpeople work in it to get discounts.
Amazon appThis app compares millions ofprices just by taking a picture of theproducts with a cellphone.
ShopalertsLocation-based mobile marketing thatdrives customers to retail locationswhen they have good deals.
More than ever people willlook for an added value oneach product they buy. "
StaydrenchedThe bending machine invitespeople to play a game instead ofpaying with money.
Bye ForeverA popsicle teaches kids the effectof global warming on polar speciesas they eat it.                            ...
Even though Mexicans have a perception of living in constanteconomic instability, high employment rates emerged as amajor ...
door47%  Decreased outentertainment.!           ased.!49% Less   clothing purch                s and49% Saved in ga electr...
Mexicans start to worry more about the future."
!M  exicans spentUS$  2.5 less at the                  ts  upermarket buinvest  ed more in life insuran  ce services. ! ! ...
UrbiConstruction firm is building sustainablehouses that get free electricity.
As they start to worry more about thefuture, they have discoveredinnovative ways to find bargains andbuy cheaper online."
Recycle moneyA supermarket encourages peopleto recycle plastic bottles and inreturn they will receive electronicmoney.
Party tipsCostco helps people quantifythe amount of bottles neededto throw a big party.
Trust in e commerce seems to rise. ""
WHATʼS IN IT FOR   Recession forced brands                   to be more affordable for                   consumers through...
ALTRUITAINMENT
ALTRUITAINMENTGenerosity is not a new trend. During the last few years, Corporate SocialResponsibility evolved to charity ...
Crop MobA new kind of Flash Mob.People get together to makeharvesting something fun.
10:10:10A group of people created a global day to stop the climatechange. Every action had to be related with number 10. F...
Footwear collection “Gulf          Coast Cleanup”Bedstu is helping people to make astrong statement against the oil spillw...
Green dealsGroup buying platform for green products.
Mexican initiatives also found a way to engage citizens by making thedonation experience into a recreational activity or b...
Auction via TwitterAgencia Roja raised funds for thehurricane victims in Veracruz, through an auction on Twitter.
Hair donationHair collection center in Cancún forthe oil spill cleanup.
Reforestation field tripsA Mexican civil partnership invitesyouth to plant trees in the countryside.
TreepetA social game for Facebookdesigned in Puebla, invites theuser to grow a tree in the virtualworld and in real life a...
EcoTweetFor every tweet sent through thisplatform, carbon footprint isreduced.
What´s on people´s mind?
Generosity is not only a responsibility that brands have attained, but alsoan opportunity to make consumers participate in...
250	  CONTENT CURATORS
250	  Months of information overload hasgenerated anxiety as people try to copewith reading and replying to the deluge ofi...
250	  The time has come to unsubscribe, block andunfollow in order to declutter your screen. Peoplewill develop the abilit...
Flipboard                                      250	  Personalized, social magazine foriPad. It allows users to choose thec...
Cadmus                                  250	  Real-time service that managesTwitter stream according to theuser’s preferen...
250	  This trend also concerns location applications. More narrowly focused versions according tothe target’s preferences ...
Foodspotting                                    250	  Location app to find restaurantswhere the user’s favorite dish isserv...
Sit or Squat                          250	  App to locate restroomsanywhere in the world.
250	  In Mexico social media adoption exploded un 2010.Facebook penetration grew 145% while Twitter935%. In 2011 these num...
250	  As far as location applications concerns, Mexicanswill slowly trust in them and lose the fear of beingtracked down d...
Facebook wall posts                              250	  Messages urging people toturn off Facebook Places.
What´s on people´s mind?                            250	  
WHAT’S IN IT                                        250	  FOR BRANDS?Just as brands have transferred thepower of content g...
ECO INDIE
Imminent climate change keeps greeninnovation efforts alive. Environmentalconscience is more than a trend, it is a newera ...
While 40% ofconsumers say theyare willing topurchasegreen products, only4% of consumersactuallydo when given thechoice.Jou...
Sol CinemaA small movie theater that workswith solar energy.
Responsible driver appToyota launched an app that teaches people todrive cautiously. It simulates a glass of waterplaced o...
In Mexico, independent movements areshaping a green subtrend.Urban agriculture and water supply systemsdesigned by citizen...
Urban plantersAgriculture in small andabandoned places.
Urban IslandA non-profit organization installsrainwater harvesting systems.
Xmas tree for rentSiempre Verde rents Christmas treesfor the holiday season.
WHAT’S IN IT FOR       BRANDS?     Go beyond product innovation. The     ideas are out there. People are     waiting for s...
WOMAN POWER
The global recession made clear women are a new emergingand powerful market. Its growth represents more tan twice thesize ...
Wom     eonce n partic    dom       ip        inate ating in a               d by       r                    men eas      ...
Wom     eonce n partic    dom       ip        inate ating in a               d by       r                    men eas      ...
In Mexico the participation of women on thelabor force is just 38%. However, territoriestraditionally owned by men will be...
Seco       nAmer d Museum      ica.        in LaOpen                     tin     ing: M            arch                 20...
Taxis      bBeau y women     ty Kit       f            includ or women                  ed       .
WHAT’S IN ITFORBRANDS?This trend deals with an emergingtarget segment. It means the effectson this are not immediate. The ...
WHAT TO DO WITH ALL  THIS INFORMATION?
ANTICIPATE      &ACTIVATE
ASK YOURSELF:Do any of these trends have an impact on any of the   projects the brand has for the following months?       ...
WE CANHELP YOU
contacto@L-1452.com             L-1452.com/             @L1452             www.facebook.com/L1452             www.youtube....
Sources Mintel           Synovate                 CNNexpansión   INEGIPSFK             Brand Strategy Insider   Comscore  ...
Images byCourtney Carmody                 SansPointFelix E. Guerrero                Milena mihaylovaMeddygarnet           ...
Trend Report 2011
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Trend Report 2011

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This Trend report is the result of our Vigilantes work that constantly monitor the consumer behavior and product innovations to post it everyday on our magazine: L-1452.com

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Trend Report 2011

  1. 1. In L1452 we are dedicated to inspire new product ideas, services and any experience that ignites the enthusiasm of consumers. We provide inspiration for innovation.This Trend report is the result of our Vigilantes work that constantly monitor the consumer behavior and productinnovations to post it everyday on our magazine: L-1452.comAs a Mexican company, this document also reviews the implications for our market.We expect this Trend analysis serve as a guide for Beam Global Spirits & Wine to anticipate your consumers’decisions.
  2. 2. THE   CAUTIOUS   CONSUMER   ECO   INDIE   ALTRUI   TAINMENT  WOMEN   CONTENT  POWER   CURATORS  
  3. 3. THE CAUTIOUSCONSUMER
  4. 4. In 2010, consumer confidence levelsincreased on a global scale. Howeverthe lesson has been learned: economicinstability can damage householdʼsharmony."Consumers will continue protecting theireconomy and their health."" THE CAUTIOUS CONSUMER
  5. 5. (58%) of“ More than half oreAmericans are m nsumerscautious as co year ago, th an they were a eing more with only 10% b spontaneous”! s, Consumer American Expres 2010! Spending Future !
  6. 6. RenacCalculator rental service for schooland college students.!
  7. 7. People’s SupermarketA supermarket in England doesn´tneed to hire employees, localpeople work in it to get discounts.
  8. 8. Amazon appThis app compares millions ofprices just by taking a picture of theproducts with a cellphone.
  9. 9. ShopalertsLocation-based mobile marketing thatdrives customers to retail locationswhen they have good deals.
  10. 10. More than ever people willlook for an added value oneach product they buy. "
  11. 11. StaydrenchedThe bending machine invitespeople to play a game instead ofpaying with money.
  12. 12. Bye ForeverA popsicle teaches kids the effectof global warming on polar speciesas they eat it.
  13. 13. Even though Mexicans have a perception of living in constanteconomic instability, high employment rates emerged as amajor effect of the last world recession that changed the waythat Mexicans plan their expenses.
  14. 14. door47% Decreased outentertainment.! ased.!49% Less clothing purch s and49% Saved in ga electricity.! nology 40% Decr eased the tech updates.! o go. ! 39% Boug ht less food t ce nsumer Confiden N ielsen Global Co Report 2009.! !
  15. 15. Mexicans start to worry more about the future."
  16. 16. !M exicans spentUS$ 2.5 less at the ts upermarket buinvest ed more in life insuran ce services. ! ! rview 2010!Latin Americ an Consumer Ove
  17. 17. UrbiConstruction firm is building sustainablehouses that get free electricity.
  18. 18. As they start to worry more about thefuture, they have discoveredinnovative ways to find bargains andbuy cheaper online."
  19. 19. Recycle moneyA supermarket encourages peopleto recycle plastic bottles and inreturn they will receive electronicmoney.
  20. 20. Party tipsCostco helps people quantifythe amount of bottles neededto throw a big party.
  21. 21. Trust in e commerce seems to rise. ""
  22. 22. WHATʼS IN IT FOR Recession forced brands to be more affordable for consumers through price.BRANDS?
 And so were forged new, dynamic, well-informed consumers that demand additional value, an improved experience and a long-term reward.
  23. 23. ALTRUITAINMENT
  24. 24. ALTRUITAINMENTGenerosity is not a new trend. During the last few years, Corporate SocialResponsibility evolved to charity programs coordinated by real people concernedabout their community.These days people have multiple causes to choose from and need to decide whichone to support. That’s the reason why now charity movements involve a wholeengaging experience that encourage people to join the cause, sometimes, just forfun. 
  25. 25. Crop MobA new kind of Flash Mob.People get together to makeharvesting something fun.
  26. 26. 10:10:10A group of people created a global day to stop the climatechange. Every action had to be related with number 10. Forexample a cafeteria gave 10p to the clients that brought theirown cup instead of getting a paper cup.
  27. 27. Footwear collection “Gulf Coast Cleanup”Bedstu is helping people to make astrong statement against the oil spillwearing the shoes. 100% of the saleswill be donated to the cause.
  28. 28. Green dealsGroup buying platform for green products.
  29. 29. Mexican initiatives also found a way to engage citizens by making thedonation experience into a recreational activity or by receiving something inexchange.
  30. 30. Auction via TwitterAgencia Roja raised funds for thehurricane victims in Veracruz, through an auction on Twitter.
  31. 31. Hair donationHair collection center in Cancún forthe oil spill cleanup.
  32. 32. Reforestation field tripsA Mexican civil partnership invitesyouth to plant trees in the countryside.
  33. 33. TreepetA social game for Facebookdesigned in Puebla, invites theuser to grow a tree in the virtualworld and in real life as well.
  34. 34. EcoTweetFor every tweet sent through thisplatform, carbon footprint isreduced.
  35. 35. What´s on people´s mind?
  36. 36. Generosity is not only a responsibility that brands have attained, but alsoan opportunity to make consumers participate in a more proactive way.Keep in mind the more creative the way to donate, the higher theparticipation rate. WHAT’S IN IT FOR BRANDS?
  37. 37. 250  CONTENT CURATORS
  38. 38. 250  Months of information overload hasgenerated anxiety as people try to copewith reading and replying to the deluge ofincoming messages to their devices.
  39. 39. 250  The time has come to unsubscribe, block andunfollow in order to declutter your screen. Peoplewill develop the ability to curate the information theywant to receive and expect applications that helpthem achieve it.
  40. 40. Flipboard 250  Personalized, social magazine foriPad. It allows users to choose thecontent they want to read.
  41. 41. Cadmus 250  Real-time service that managesTwitter stream according to theuser’s preferences.
  42. 42. 250  This trend also concerns location applications. More narrowly focused versions according tothe target’s preferences will be the newplatforms.
  43. 43. Foodspotting 250  Location app to find restaurantswhere the user’s favorite dish isserved.
  44. 44. Sit or Squat 250  App to locate restroomsanywhere in the world.
  45. 45. 250  In Mexico social media adoption exploded un 2010.Facebook penetration grew 145% while Twitter935%. In 2011 these numbers will continue growingat a rapid pace.
  46. 46. 250  As far as location applications concerns, Mexicanswill slowly trust in them and lose the fear of beingtracked down due to insecurity issues.
  47. 47. Facebook wall posts 250  Messages urging people toturn off Facebook Places.
  48. 48. What´s on people´s mind? 250  
  49. 49. WHAT’S IN IT 250  FOR BRANDS?Just as brands have transferred thepower of content generation to itsconsumers, now they also have togive them the power to choose whatkind of information they want to readand reply to.
  50. 50. ECO INDIE
  51. 51. Imminent climate change keeps greeninnovation efforts alive. Environmentalconscience is more than a trend, it is a newera of corporate and human behavior."Each month new products and services willdeliver solutions to responsible shoppersand try to turn purchase intentions into apurchase decisions. ECO INDIE
  52. 52. While 40% ofconsumers say theyare willing topurchasegreen products, only4% of consumersactuallydo when given thechoice.Journal of Marketing,2010
  53. 53. Sol CinemaA small movie theater that workswith solar energy.
  54. 54. Responsible driver appToyota launched an app that teaches people todrive cautiously. It simulates a glass of waterplaced over the dashboard and the user mustbe careful not to spill it over.
  55. 55. In Mexico, independent movements areshaping a green subtrend.Urban agriculture and water supply systemsdesigned by citizens are now consideredreliable solutions to address serious communityproblems.
  56. 56. Urban plantersAgriculture in small andabandoned places.
  57. 57. Urban IslandA non-profit organization installsrainwater harvesting systems.
  58. 58. Xmas tree for rentSiempre Verde rents Christmas treesfor the holiday season.
  59. 59. WHAT’S IN IT FOR BRANDS? Go beyond product innovation. The ideas are out there. People are waiting for support and a platform to leverage their projects.
  60. 60. WOMAN POWER
  61. 61. The global recession made clear women are a new emergingand powerful market. Its growth represents more tan twice thesize of India and China combined.They are in charge of drive the post-recession economy due totheir trend to spend on on health, education and children’swell-being.
  62. 62. Wom eonce n partic dom ip inate ating in a d by r men eas .
  63. 63. Wom eonce n partic dom ip inate ating in a d by r men eas .
  64. 64. In Mexico the participation of women on thelabor force is just 38%. However, territoriestraditionally owned by men will be sharedwith women now that their abilities arealready being recognized and noticed.
  65. 65. Seco nAmer d Museum ica. in LaOpen tin ing: M arch 2010 .
  66. 66. Taxis bBeau y women ty Kit f includ or women ed .
  67. 67. WHAT’S IN ITFORBRANDS?This trend deals with an emergingtarget segment. It means the effectson this are not immediate. The needto address this segment will beclearer year after year. It is the way brands talk to them,p ro d u c t i n n o v a t i o n a n d re t a i lexperiences, women expectmarketing execs understand mustchange from now on.
  68. 68. WHAT TO DO WITH ALL THIS INFORMATION?
  69. 69. ANTICIPATE &ACTIVATE
  70. 70. ASK YOURSELF:Do any of these trends have an impact on any of the projects the brand has for the following months? Do they inspire a new project?
  71. 71. WE CANHELP YOU
  72. 72. contacto@L-1452.com L-1452.com/ @L1452 www.facebook.com/L1452 www.youtube.com/user/L1452videosMéxico DF piensa antes de imprimir
  73. 73. Sources Mintel Synovate CNNexpansión INEGIPSFK Brand Strategy Insider Comscore MilenioMarian Salzman Trendhunter Alto Nivel Amex ReportThe Economist Newsweek Merca 2.0 NielsenTrendwatching JWT Expansión BANXICOMashable IAB Reforma
  74. 74. Images byCourtney Carmody SansPointFelix E. Guerrero Milena mihaylovaMeddygarnet Horia Varlanjurvetson MuffetElliottBrooks thejourney1972FryerWesley Jimmy_Joebestbib&tucker dark_side_of_the_fall

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