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.
THE CAUTIOUS CONSUMER ECO INDIE ALTRUI TAINMENT WOMEN CONTENT POWER CURATORS
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
(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 !
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 effect of the last world recession that changed the waythat Mexicans plan their expenses.
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.! !
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. ! ! rview 2010!Latin Americ an Consumer Ove
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.
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.
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.
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. Forexample a cafeteria gave 10p to the clients that brought theirown cup instead of getting a paper cup.
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.
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 by receiving something inexchange.
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 as well.
EcoTweetFor every tweet sent through thisplatform, carbon footprint isreduced.
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?
250 Months of information overload hasgenerated anxiety as people try to copewith reading and replying to the deluge ofincoming messages to their devices.
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.
Flipboard 250 Personalized, social magazine foriPad. It allows users to choose thecontent they want to read.
Cadmus 250 Real-time service that managesTwitter stream according to theuser’s preferences.
250 This trend also concerns location applications. More narrowly focused versions according tothe target’s preferences will be the newplatforms.
Foodspotting 250 Location app to ﬁnd restaurantswhere the user’s favorite dish isserved.
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 numbers will continue growingat a rapid pace.
250 As far as location applications concerns, Mexicanswill slowly trust in them and lose the fear of beingtracked down due to insecurity issues.
Facebook wall posts 250 Messages urging people toturn off Facebook Places.
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.
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
While 40% ofconsumers say theyare willing topurchasegreen products, only4% of consumersactuallydo when given thechoice.Journal of Marketing,2010
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 over the dashboard and the user mustbe careful not to spill it over.
In Mexico, independent movements areshaping a green subtrend.Urban agriculture and water supply systemsdesigned by citizens are now consideredreliable solutions to address serious communityproblems.
Urban plantersAgriculture in small andabandoned places.
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.
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 sharedwith women now that their abilities arealready being recognized and noticed.
Seco nAmer d Museum ica. in LaOpen tin ing: M arch 2010 .
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 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.