Consumer Trends 2013 TIP Juan Isaza

Trends
2013
The Insight Point | www.juanisaza.com | @juanisaza
Tuesday, April 30, 13

CLASS OF 2013
Appeared or
enhanced, this year’s
issues are rising from
consumer nostalgic
for some platforms in
the past that does not
support waste
because the efficiency
became a religion.
T is a pleasure to present the 2013 version of the Insight Trends Point. This year
we are in a world full of questions with the greatest hopes placed in new or re-
elected rulers and the ability to make radical changes in the economy, particularly
in Europe and the United States. A world that is increasingly questioned wealth and
reinvents the concept of status to make it more inclusive or just to make your real
world equal to the virtual world, full of news screen applications and where it
appears that all could be controlled.
The report of this year, we wanted to mainly focus in the eight subjects considered
most current. It is worth noting that some of the trends described in 2012 report,
are still valid. Therefore, though deeply influential, still we have not included such
topics as gaming, growth participation in social networks particularly on mobile
platforms or customization of product or services. For these issues, it is advisable to
look at the report of 2012.
Appeared or enhanced, this year’s issues arising from a consumer nostalgic for some
platforms in the past that does not support waste because the efficiency became a
religion. A consumer who feels that the greatest digital value of what is in life not
the technology’s in a world that has taught that the speed is now currency. The
2013 comes with a consumer that despite all odds of hyper, start looking for spaces
of neutrality and silence.
We hope you enjoy and find very useful this year’s report. As always, thank you very
much about 40 thousand people who have read and downloaded trend reports from
previous years. Those who persistently ask for the date you receive the following
and commenting, sharing and collecting the report. Happy New Year 2013.
I

las ocho del 2013
Nostalgic Disenchantment
A matter of Roles
Austere-cool
New Currencies
Techno-life
Free Neutrality
OFF for ON
Immediacy

1 nostalgic
disenchantment
In times of uncertainty, it is common
that consumers look back wistfully. In
the sense it adds a deep distrust
towards brands, mainly the
multinationals. There is disenchantment
towards the model of globalization
which could be seen today as the
origin of frustration for much
population, mainly in the developed
world.
ostalgia is a feeling that comes to haunt a consumer beaten by the
performance of the global economy for several years. Now we see a look strong
backward products, brands, and lifestyles. Since the rise, multinational series such
as Downtown Abbey , the consumer is recreated in these “wonderful years”. They
prefer safe and familiar content. 2013 is therefore called the year of the “sequels
in Hollywood. The contents were successful in past are the best way not to take
many risks. In developed countries, brands will look to the past, counting the
milestones that made their country great. Still appears in bookstores texts of
authors who are wondering how to make America get back to be the engine of
the world, the great power of progress and innovation.
Some brands take advantage of their own history to relaunch models that were
emblematic in the past. Fiat-Chrysler in 2012 once did and so will others with
models such as the Jeep Grand Wagoneer or relaunch of Lincoln (http://bit.ly/
TIP20133).
The globalization that allowed us to have access to low-priced products is seen by
many as the culprit of the loss of employment and labor in developed countries.
We will again this year, that label that accompanied many years of our lives.
“Made in USA”. Many companies reconsider the cost of “Made in China” as it
did the Trunki suitcase producer (http://bit.ly/TIP20133) and many other
companies that are going to produce in the United States, in France or the United
Kingdom.
From the hand of the nostalgia; for the glorious past, especially in the world
developed we will see increasing attention around local businesses that pose policy
divergence almost global businesses or multinational (http://bit.ly/TIP20133).
The technology allows local businesses close many gaps that historically had with
large corporations. The laundry ward or local taxi company today have access to
mobile applications or systems to handle databases of their clients, reward your
loyalty and maintain social networks the same level of professionalism of a
multinational.
There is an opportunity for those who know how to capitalize the
nostalgia towards their old products or icons provided they can
do so from a perspective fresh and technological. The consumer
is relaxed in territories known. In uncertain times they want to
go where it is safe and what is familiar and close. The new
Facebook policies (http://bit.ly/TIP20133) allow multinationals
retain an overall picture without neglecting local markets so that
the brands are perceived as hosts and no undesired invaders.
FOR BRANDS...
N

2 A MATTER OF ROLES
Des-categorical trend, defined a year
ago, is strengthened and becomes a
question of roles; making
entrepreneurs, investors and consumers
exchange functions. The Start is the
death of the idea of the private sector,
the public, and the two opposed
spheres. A world, where it becomes
increasingly difficult to put on a label.
erhaps one of the clearest trends we see today is the difficulty of established
labels or defined roles. Who today is tomorrow’s client producer ("Presumers &
Custowners", as he calls Trendwatching in its latest report). But beyond a marketing
phenomenon, it is possible to discover how this difficulty in defining roles and labels
began playing many areas of our world. What once had well-defined borders are
now beginning to integrate. Proliferated places; where people gather to work, but not
old fashioned Starbucks where everyone wore their computer independently. Now
are arriving unknown, share ideas, discuss, create and build together. In many cases
being part of different companies, even competitors. In this new world, the talent
and the desire to work in a team together that contract try to separate confidentiality.
It is worth reviewing the example of Cooperative Mental workspace created in
Argentina and that is much like what will be the future of business structures (http://
bit.ly/TIP201350).
The disappearance of the intermediate from which many have spoken, is part of this
profound change in which roles disappear and the buyer now may be the investor,
with thousands of projects in w hich the bank or venture capitalist is replaced by the
consumer and deserves even to create a fain in Asia (Http://bit.ly/TIP201310).
Today we review many concepts such as adolescent, as a person who is in a stage
production with cases like teens entrepreneurs (http://bit.ly/TIP20138). With
initiatives like Worksurfers (http://bit.ly/TIP20139), are questioned Holiday titles as
the time when not working. The role of the brand as the interlocutor advertising,
consumer, and the person receiving the message will also be reviewed in initiatives
that allow commercial respond (http://bit.ly/TIP201312).
Perhaps one of the most interesting observations in this disappearance of roles is the
emergency of new players who start to exercise functions previously correspond to
the government. Companies like Google or Red Bull sponsoring experiment related
to topics such as space exploration. Policies in Facebook influence companies like a
government authority. Much good social entrepreneurship take on the role once
reserved only for governments. In fact, as an interesting example is the Tata Indian
holding (
The best thing you can do is leverage the value brands today give
consumers direct connections. Platform TalktotheManager
(http://bit.ly/TIP201314), which allows restaurant patrons send
direct messages to the manager. A restaurant is a sample of how
brands all sizes and sectors can eliminate middle management
and use information from other sources. Very good ideas may
arise from seeing clients as investors, to producer and creators or
employees as customers.
FOR BRANDS...
P

3 AUSTERE-COOL
In a world that fails to leave behind the
economic crisis, the consumer value
brand offers the possibility to pay only
what you need. Data becomes a great
ally for match resources to their needs.
Doing things is so austere, the new way
to be cool.
n 2013 the feeling gets stronger of rejection of everything that can result
flashy or unnecessary. Collecting is frowned upon for a consumer who no longer
sees in an interesting property status, because what you pay is the access rather
than the possession. “Buy what you are going to consume” seems the new mantra
of a citizen who begins to see small disbursement formats involving developed
countries, with the help of large multinational consumer products massive like
Unilever (http://bit.ly/TIP201315).
The theme of austerity and round care; which consumers are spending in all
corners. Start the year with Les Miserables, a story based on the theme of the
inequality and which we will get in the first half of the year. Prada speaks
“Extreme simplicity” to describe his Spring/Summer 2013 (http://bit.ly/
TIP201317) and The Economist speaks of an “anti-rich sentiment” throughout
the world.
Government policies seek to promote efficiency in all levels. A world in which they
were expected to fill professional supply and demand, we move to a world that is
increasingly looking for those arriving to fill available spaces in universities that
have been established according to the needs of the market. This is a topic
discussed much in countries like China (http://bit.ly/TIP201351).
Today there is a great movement that speaks of large scale data (Big Data), which
have to do with the ability to gather and interpret large amounts of information
in either of the companies, in areas such as marketing, but especially in the sake
of efficiency. The driving forces behind the important of the data are questions
like: How to contact the right consumers only, how to offer the right product, in
the right amount, avoiding most of any waste. A government data scale is used to
streamline the cities, as the Amsterdam case, for example (http://bit.ly/
TIP201318). All with the goal to better understand the connection between the
needs and resources to meet them.
Large presentations and multi-unit formats are questioned
especially in developed countries. Different situations occurs in
those markets (e.g. Latin America) living a time of growth
fascination with economic and free trade. Brands can explore the
new display options, price promotion and to facilitate the access
of consumer goods. A case is TotalBoox inspiring platform that
allows readers to pay for each page read in the book, avoiding the
waste of paying for content that may never consume (Http://
bit.ly/TIP201319).
FOR BRANDS...
I

4 FREE-NEUTRALITY
A year ago we were talking about
Private value, a concern from the
people for intimacy and managing
their data, today the trend expands
and we all seek spaces of neutrality,
away from the influence of the
advertisers or noise. Silence and
disconnection are now the most
valued freedom.
n a world where everything is connected and companies are increasingly
retrieving access to information about living and purchasing behaviors of
individuals, seems that the consumer begins to search for spaces of neutrality,
peace, and silence. Just as consumer remove tag from photos on Facebook and
celebrate the removal of recognized face (http://bit.ly/TIP201320) and the same
hope goes unnoticed in 2013.
While the “made to order” seems to be the main value of the data when the
brand manages to gather accurate information about the tests and interests of the
consumer, there is a need to avoid being persecuted with contents “customized”.
Advertising systems that are leaving “cookies” on consumer navigation to pursue
it with offers of hotels or products you were browsing above, consumer generated
a sense that it became annoying. Trendwatching speaks of “unwanted
personalization” as the attitude of the consumers to control the contents that are
made for them specifically. Advertising “made to measure” from data searches is
one of the factors that most consumers find uncomfortable. This is one of the
main reasons for the growth of DuckDuckGo, the search engine competition
Google touted himself talking of respect for privacy, and already has one million
daily searches (http://bit.ly/TIP201323).
They grow everywhere, invitations for people to enjoy the moments of
disconnection from all possible ways. The forms of meditation are becoming
more popular, Mindfulness meditation from scientific discoveries speaks of its
effect on the brain (http://bit.ly/TIP201321). Meditation is accessible to all with
Free Mobile applications and tools (http://bit.ly/TIP201322). The consumer
looks disconnected from all possible ways. It is increasingly common to find
couples that prohibit cellular spaces like the room or the bed. They are made in
multiple environments which are found in popular games that forbid checking the
phone during a meal with friends. Whose disability is it from being disconnected
or distracted, consults their cellphone, and pays the bill.
And transparency was seen as an opportunity rather
as a threat by those brands that proactively
opened its doors to consumers, respect for leadership
consumer choice was not to receive information that is not
desired, may be the opportunity to win the respect and
admiration of the citizens. Similarly, the desired
search spaces can inspire peace and disconnection for
interesting ideas for brand differentiation as
did Selfridges, retail chain in the UK. (http://bit.ly/TIP201324)
FOR BRANDS...
I

5 NEW CURRENCIES
There are new and inspiring forms of
wealth and a new currency that will
steal the attention of a consumer who
has managed to separate the money
of good taste. Aesthetics is a new
currency as well as some other
innovative sources of status that have
little or nothing to do with the money.
efore the lack of money as the historical reference for wealth, the consumer
begins to explore other forms of status that will allow to create value for their own
image and their lives. Knowledge becomes status, speak another language, study
online or take courses from prestigious universities in I-Tunes becomes a form of
status. LiveMocha, a site where you can study for free , 25 languages

experiencing a
significant growth (http://bit.ly/TIP201327). Influence is one of the new coins.
With platforms like Connect.me (http://bit.ly/TIP201328), in which consumers
create their own badges and earn reputation.
But perhaps the most interesting that arises today as a reference for status is good
taste. This is a consumer who has been able to separate the money and the aesthetic
value of things. Who today has good taste wins the aspirational who few years ago
was the richest. That's why nowadays collecting the best pictures of home interior
design amazing or admirable clothing combinations are the best presentation in the
fastest growing social network, particularly among adolescents: Pinterest (http://
bit.ly/TIP201326).
The value of the aesthetic as the new wealth raises the need for all that want to be
featured must have design values. An interesting category is exemplary of gum,
which gave flavor promises functional or duration to focus on an offer based on the
design and structure of the package, a conclusion reached by the producers
discovered on aesthetics, the most influence at the time of purchase (http://bit.ly/
TIP201325).
So everything seems to have to be aesthetic in this world where status is gained
through these new currencies. In fact, Trend Hunter talks about "Fashioning" as one
of the most important issues for this 2013. Brands like Evian following their
collection of Issey Miyake bottles or Coke Light whose creative director, Jean Paul
Gaultier surprised with a new design for summer. (Http://bit.ly/TIP201329)
Perhaps the best advice for brands is to ask alternative currencies
that could be the access of consumers to their brands. An
interesting example is that of Nike and its FuelBand, which uses
movement as a way to acquire rewards, log and track the
movement of each day (http://bit.ly/TIP201330).
Another inspirational story has to do with exploring alternative
currencies for consumers to access benefits. This is the case in
Colombia Buchanan's offered access to a concert to those who
participated in a brand's social project helping the neediest
communities. (http://bit.ly/TIP201331).
FOR BRANDS...
B

6 OFF FOR ON
For several years we have talked of ON
= OFF as the integration of the real
world with the virtual world. This year
saw an interesting variant: actual
experiences must be generated to
feed virtual experiences. No real life no
digital .
t remains true that the virtual world and the real world are one as we define a
couple of years ago in "Reality Principle". Hundreds of thousands of applications
allow us to enjoy the real spaces with information, guidance and the ability to
share that digital world gives us. Perhaps the best example is Highlight,
application for invading the privacy question but that best shows this real world
becomes large with the virtual world (http://bit.ly/TIP201337). What is new
today? is it every time we realize that the real world becomes the most important
input (sometimes the only) in areas such as social networks. The real world colors,
spaces and people is what fuels Instagram and Pinterest, social networks have
demonstrated the great value of the image and have the photos to be the new
version of the 140 characters.
The most important source of content for any brand experiences remain fun,
exciting, nostalgic, surprises that lead consumers to produce and share content.
The figure of the community manager trying at all costs to create a conversation
of nowhere, begins to wear. Trend Hunter speaks of "Immersive branding" and
confirms that the conversation in social networks will only be present for those
brands that are able to fascinate the consumer in the real world. We are in the
stage of post-brand experience. Some of the most talked about cases last year
were the ones that really hit people when brands crossed his path. The case of
Mercedes-Benz looking to put out a car unseen (http://bit.ly/TIP201332) or
Cadbury with the house he built in Hyde Park for the Olympics (http://bit.ly/
TIP201333).
In this integration nourishing ON OFF, the innovation that will be most talked,
sure the glasses that Google could bring to market later this year will serve to
make larger real-world experience http://bit.ly/TIP201336, In this 2013 much
discussion of drones, these aerial vehicles controlled from the phone, the car that
drives itself, robots who do the cleaning, and all this new hardware that lives in the
real world that can be controlled and conducted by means of digital tools.
The main lesson has to do with something every time we see
more clearly: It ended the era of promises. Even as the quality
values

can now be promised. Consumers expect the test: Sample
real, tangible and experiential. It is very inspiring for H & M with
its recent entry into Mexico where it has created a lab that will
allow consumers to experience on their own quality and
durability of the clothes from H & M (http://bit.ly/TIP201338).
"Lead by example" might be the best mantra for brands in 2013,
especially for those who are advertising monologue.
FOR BRANDS...
I

7
Technology impacts culture and it
gives more and more importance to
immediacy. People are looking for
answers that can not wait 15 seconds.
Contents are becoming obsolete as
soon as they are generated.
aying that the world go faster and faster does not seem a trend but a reality
that we are talking about for years. But in this 2013 we will see how culture is
implanted speed in the lives of consumers and brands offers an innovative way.
Consumers expect life to start spending online and require brands instant
responsiveness. According to a recent study by Edison Research, 20% of
consumers who contact a brand through social networks expect a response within
15 minutes (http://bit.ly/TIP201341).
Google Fiber offers Internet access 100 times faster than standard broadband in
some U.S. cities (http://bit.ly/TIP201339) and adds to the culture of speed for a
consumer who is no longer willing to expect. In fact, searches that include the
word "now" Google have doubled in the past ﬁve years.
The services designed to address the culture of immediacy in the consumer
generate business opportunities as adding the application module deliveries and
errands, TaskRabbit, now, with the payment of an additional $ 10 (http://bit.ly/
TIP201343). It should also be mentioned as curious example, creating services
like instant delivery of condoms at home in college dormitories in New Jersey
(http://bit.ly/TIP201344).
In this world of immediacy and speed seems that the ephemeral is the new reality.
In this context, it is inspiring that the British musician Gwilym Gold creates a
downloadable disk mutates every time you listen, making sounds never twice the
same (http://bit.ly/TIP201342).
This year 2013 will be very present to the topic of 3D printers (http://bit.ly/
TIP201340), which is in addition to the speed of wanting to have an object in
seconds, looking to emulate the speed with which today can be received content.
The consumer immersed in this culture of immediacy wonders why he can not
get his hands on an object with the same speed with which you are holding the
text to download to your Kindle or the number you see on your AppleTV.
It seems obvious to say that the work of the brands will make
access to their products, to new developments and their services is
growing fast. And so it is, but beyond the speed in anything that
involves complex infrastructure changes, is the speed in how
brands communicate with consumers. In social media, the speed
becomes critical, not only for the answer that consumers expect
but by the ease with which the topics and conversations are older.
Stop planning with multiple levels of approval in the contents
and, instead, seek a more spontaneous and direct conversation
can be a good purpose for many brands for this 2013.
for brands...
S
IMMEDIACY

8 TECHNO-LIFE
A year ago we were talking about
Obsessive Tracking as rampant interest
that control everything, especially what
it has to do with the body and health.
Today this trend is made larger to
include innovations in technology that
is incorporated into the body to help us
live better.
t is a commonplace to speak of the impact of technology in all spheres of our
life. Undoubtedly, the connectivity has had a direct impact on the way we live, but
in 2013 we will see how technology is particularly useful in the health care and
helping people not only to work more efﬁciently or interact with more people but
also (ideally) to live better.
Perhaps the aspect that most will be the talk has to do with the technology that is
incorporated into the body. Since the device is inserted into the stomach to
monitor and report the amount of food that was consumed, generating electrical
impulses that give the feeling of satiety (http://bit.ly/TIP201345) to microchips
and drug regulatory report information via mobile devices. Implants that
disintegrate in the body, then do your homework, developed by Tufts University in
the United States (http://bit.ly/TIP201347) also contribute to this feeling that the
technology now helps us heal diseases.
The technology to be incorporated into the body is set to mark the launch of
Google Goggles, mentioned above, but also with developments that help diagnose
diseases such as bra that detects changes in the temperature of the blood vessels
and thus to diagnose cancer early breast (http://bit.ly/TIP201346) .
According to a Pew Internet study, nearly 20% of smartphones has at least one
application related to health care. Many of them to monitor physical activity or to
guide food and diet.
The reality is that technology will make health care is an everyday topic. We miss
you on the games appear daily to help us prevent disease or to live more
healthfully (http://bit.ly/TIP201348), or you create applications to enhance the
relationship between the physician the patient ( http://bit.ly/TIP201349). This
may be the year that doctors begin to see their patients access to information as a
support and not as an enemy.
The great value attached to health technology gives brands a
clear message that human beings are targeting all living resources
in favor of more and better. The big opportunity for brands is to
support and accompany that care. The brands that have
managed to incorporate tools for health care (food-related
categories or lifestyle, for example), and the brands that support
health-related causes or to research for disease prevention, give a
clear example of being involved with something that seems to
interest consumers every day.
for brands...
i

MAS INFO...
The compilation of the trends that are included here is the result of
a capture, ﬁltering and evaluation of many direct and indirect
sources. Among them, it is noted:
www.iconoculture.com
www.trendhunter.com
www.thecoolhunter.net
www.trendoriginal.com
www.trendwatching.com
www.buzzfeed.com
www.luckie.com
www.economist.com
www.forrester.com
www.springwise.com
www.time.com
www.psfk.com
www.emarketer.com
www.thefuturescompany.com
www.leonardo1452.com
www.coolhuntermx.com
www.trendcentral.com
www.techspot.com
www.trendland.com
www.wired.com
www.digitaltrends.com
www.brandchannel.com
www.blog.sysomos.com
In order to check more sources, we recommend:
http://bitly.com/u/juanisaza
Bundles: trends, trendspotting, consumer, macrotrends

juan isaza
Strategic Planning Director at DDB Latina, DDB Worldwide
division that includes the markets of Latin America, Spain
and the U.S. Hispanic market. He writes regularly for his
blog www.juanisaza.com and lecturer in various academic
and business events in Latin America in areas such as
marketing, advertising, social networking and fashion.
Lives and works in Miami.
Trend reports from previous years are available at
www.slideshare.net/juanisaza
This document may be reproduced in whole or in part
provided the source is acknowledged and the link to the
website.
The eight trends described here
will continue feeding on cases
and examples that will be posted
on the boards of Pinterest in the
author's account throughout the
year.
http://pinterest.com/juanisaza/
To follow related observations to
trends contained herein we
recommend the following
accounts:
Instagram: juanisaza,
And Twitter: @ juanisaza

Consumer Trends 2013 TIP Juan Isaza

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