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Consumer Trends 2013 TIP Juan Isaza


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Consumer Trends 2013 TIP Juan Isaza

  1. 1. Trends2013The Insight Point | | @juanisazaTuesday, April 30, 13
  2. 2. The Insight Point | | @juanisazaCLASS  OF  2013Appeared orenhanced, this year’sissues are rising fromconsumer nostalgicfor some platforms inthe past that does notsupport wastebecause the efficiencybecame a religion.T is a pleasure to present the 2013 version of the Insight Trends Point. This yearwe 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, particularlyin Europe and the United States. A world that is increasingly questioned wealth andreinvents the concept of status to make it more inclusive or just to make your realworld equal to the virtual world, full of news screen applications and where itappears that all could be controlled.The report of this year, we wanted to mainly focus in the eight subjects consideredmost 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 suchtopics as gaming, growth participation in social networks particularly on mobileplatforms or customization of product or services. For these issues, it is advisable tolook at the report of 2012.Appeared or enhanced, this year’s issues arising from a consumer nostalgic for someplatforms in the past that does not support waste because the efficiency became areligion. A consumer who feels that the greatest digital value of what is in life notthe technology’s in a world that has taught that the speed is now currency. The2013 comes with a consumer that despite all odds of hyper, start looking for spacesof neutrality and silence.We hope you enjoy and find very useful this year’s report. As always, thank you verymuch about 40 thousand people who have read and downloaded trend reports fromprevious years. Those who persistently ask for the date you receive the followingand commenting, sharing and collecting the report. Happy New Year 2013.ITuesday, April 30, 13
  3. 3. The Insight Point | | @juanisazalas  ocho  del  2013Nostalgic DisenchantmentA matter of RolesAustere-coolNew CurrenciesTechno-lifeFree NeutralityOFF for ONImmediacyTuesday, April 30, 13
  4. 4. The Insight Point | | @juanisaza1 nostalgicdisenchantmentIn times of uncertainty, it is commonthat consumers look back wistfully. Inthe sense it adds a deep distrusttowards brands, mainly themultinationals. There is disenchantmenttowards the model of globalizationwhich could be seen today as theorigin of frustration for muchpopulation, mainly in the developedworld.ostalgia is a feeling that comes to haunt a consumer beaten by theperformance of the global economy for several years. Now we see a look strongbackward products, brands, and lifestyles. Since the rise, multinational series suchas Downtown Abbey , the consumer is recreated in these “wonderful years”. Theyprefer safe and familiar content. 2013 is therefore called the year of the “sequelsin Hollywood. The contents were successful in past are the best way not to takemany risks. In developed countries, brands will look to the past, counting themilestones that made their country great. Still appears in bookstores texts ofauthors who are wondering how to make America get back to be the engine ofthe world, the great power of progress and innovation.Some brands take advantage of their own history to relaunch models that wereemblematic in the past. Fiat-Chrysler in 2012 once did and so will others withmodels such as the Jeep Grand Wagoneer or relaunch of Lincoln ( globalization that allowed us to have access to low-priced products is seen bymany 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 itdid the Trunki suitcase producer ( and many othercompanies that are going to produce in the United States, in France or the UnitedKingdom.From the hand of the nostalgia; for the glorious past, especially in the worlddeveloped we will see increasing attention around local businesses that pose policydivergence almost global businesses or multinational ( technology allows local businesses close many gaps that historically had withlarge corporations. The laundry ward or local taxi company today have access tomobile applications or systems to handle databases of their clients, reward yourloyalty and maintain social networks the same level of professionalism of amultinational.There is an opportunity for those who know how to capitalize thenostalgia towards their old products or icons provided they cando so from a perspective fresh and technological. The consumeris relaxed in territories known. In uncertain times they want togo where it is safe and what is familiar and close. The newFacebook policies ( allow multinationalsretain an overall picture without neglecting local markets so thatthe brands are perceived as hosts and no undesired invaders.FOR  BRANDS...NTuesday, April 30, 13
  5. 5. The Insight Point | | @juanisaza2 A  MATTER  OF  ROLESDes-categorical trend, defined a yearago, is strengthened and becomes aquestion of roles; makingentrepreneurs, investors and consumersexchange functions. The Start is thedeath of the idea of the private sector,the public, and the two opposedspheres. A world, where it becomesincreasingly difficult to put on a label.erhaps one of the clearest trends we see today is the difficulty of establishedlabels or defined roles. Who today is tomorrow’s client producer ("Presumers &Custowners", as he calls Trendwatching in its latest report). But beyond a marketingphenomenon, it is possible to discover how this difficulty in defining roles and labelsbegan playing many areas of our world. What once had well-defined borders arenow beginning to integrate. Proliferated places; where people gather to work, but notold fashioned Starbucks where everyone wore their computer independently. Noware arriving unknown, share ideas, discuss, create and build together. In many casesbeing part of different companies, even competitors. In this new world, the talentand 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 inArgentina and that is much like what will be the future of business structures ( disappearance of the intermediate from which many have spoken, is part of thisprofound 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 theconsumer and deserves even to create a fain in Asia (Http:// we review many concepts such as adolescent, as a person who is in a stageproduction with cases like teens entrepreneurs ( Withinitiatives like Worksurfers (, are questioned Holiday titles asthe 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 initiativesthat allow commercial respond ( one of the most interesting observations in this disappearance of roles is theemergency of new players who start to exercise functions previously correspond tothe government. Companies like Google or Red Bull sponsoring experiment relatedto topics such as space exploration. Policies in Facebook influence companies like agovernment authority. Much good social entrepreneurship take on the role oncereserved only for governments. In fact, as an interesting example is the Tata Indianholding (The best thing you can do is leverage the value brands today giveconsumers direct connections. Platform TalktotheManager(, which allows restaurant patrons senddirect messages to the manager. A restaurant is a sample of howbrands all sizes and sectors can eliminate middle managementand use information from other sources. Very good ideas mayarise from seeing clients as investors, to producer and creators oremployees as customers.FOR  BRANDS...PTuesday, April 30, 13
  6. 6. The Insight Point | | @juanisaza3 AUSTERE-COOLIn a world that fails to leave behind theeconomic crisis, the consumer valuebrand offers the possibility to pay onlywhat you need. Data becomes a greatally for match resources to their needs.Doing things is so austere, the new wayto be cool.n 2013 the feeling gets stronger of rejection of everything that can resultflashy or unnecessary. Collecting is frowned upon for a consumer who no longersees in an interesting property status, because what you pay is the access ratherthan the possession. “Buy what you are going to consume” seems the new mantraof a citizen who begins to see small disbursement formats involving developedcountries, with the help of large multinational consumer products massive likeUnilever ( theme of austerity and round care; which consumers are spending in allcorners. Start the year with Les Miserables, a story based on the theme of theinequality and which we will get in the first half of the year. Prada speaks“Extreme simplicity” to describe his Spring/Summer 2013 ( and The Economist speaks of an “anti-rich sentiment” throughoutthe world.Government policies seek to promote efficiency in all levels. A world in which theywere expected to fill professional supply and demand, we move to a world that isincreasingly looking for those arriving to fill available spaces in universities thathave been established according to the needs of the market. This is a topicdiscussed much in countries like China ( there is a great movement that speaks of large scale data (Big Data), whichhave to do with the ability to gather and interpret large amounts of informationin either of the companies, in areas such as marketing, but especially in the sakeof efficiency. The driving forces behind the important of the data are questionslike: How to contact the right consumers only, how to offer the right product, inthe right amount, avoiding most of any waste. A government data scale is used tostreamline the cities, as the Amsterdam case, for example ( All with the goal to better understand the connection between theneeds and resources to meet them.Large presentations and multi-unit formats are questionedespecially in developed countries. Different situations occurs inthose markets (e.g. Latin America) living a time of growthfascination with economic and free trade. Brands can explore thenew display options, price promotion and to facilitate the accessof consumer goods. A case is TotalBoox inspiring platform thatallows readers to pay for each page read in the book, avoiding thewaste of paying for content that may never consume (Http://  BRANDS...ITuesday, April 30, 13
  7. 7. The Insight Point | | @juanisaza4 FREE-NEUTRALITYA year ago we were talking aboutPrivate value, a concern from thepeople for intimacy and managingtheir data, today the trend expandsand we all seek spaces of neutrality,away from the influence of theadvertisers or noise. Silence anddisconnection are now the mostvalued freedom.n a world where everything is connected and companies are increasinglyretrieving access to information about living and purchasing behaviors ofindividuals, seems that the consumer begins to search for spaces of neutrality,peace, and silence. Just as consumer remove tag from photos on Facebook andcelebrate the removal of recognized face ( and the samehope goes unnoticed in 2013.While the “made to order” seems to be the main value of the data when thebrand manages to gather accurate information about the tests and interests of theconsumer, there is a need to avoid being persecuted with contents “customized”.Advertising systems that are leaving “cookies” on consumer navigation to pursueit with offers of hotels or products you were browsing above, consumer generateda sense that it became annoying. Trendwatching speaks of “unwantedpersonalization” as the attitude of the consumers to control the contents that aremade for them specifically. Advertising “made to measure” from data searches isone of the factors that most consumers find uncomfortable. This is one of themain reasons for the growth of DuckDuckGo, the search engine competitionGoogle touted himself talking of respect for privacy, and already has one milliondaily searches ( grow everywhere, invitations for people to enjoy the moments ofdisconnection from all possible ways. The forms of meditation are becomingmore popular, Mindfulness meditation from scientific discoveries speaks of itseffect on the brain ( Meditation is accessible to all withFree Mobile applications and tools ( The consumerlooks disconnected from all possible ways. It is increasingly common to findcouples that prohibit cellular spaces like the room or the bed. They are made inmultiple environments which are found in popular games that forbid checking thephone during a meal with friends. Whose disability is it from being disconnectedor distracted, consults their cellphone, and pays the bill.And transparency was seen as an opportunity ratheras a threat by those brands that proactivelyopened its doors to consumers, respect for leadershipconsumer choice was not to receive information that is notdesired, may be the opportunity to win the respect andadmiration of the citizens. Similarly, the desiredsearch spaces can inspire peace and disconnection forinteresting ideas for brand differentiation asdid Selfridges, retail chain in the UK. (  BRANDS...ITuesday, April 30, 13
  8. 8. The Insight Point | | @juanisaza5 NEW  CURRENCIESThere are new and inspiring forms ofwealth and a new currency that willsteal the attention of a consumer whohas managed to separate the moneyof good taste. Aesthetics is a newcurrency as well as some otherinnovative sources of status that havelittle or nothing to do with the money.efore the lack of money as the historical reference for wealth, the consumerbegins to explore other forms of status that will allow to create value for their ownimage and their lives. Knowledge becomes status, speak another language, studyonline or take courses from prestigious universities in I-Tunes becomes a form ofstatus. LiveMocha, a site where you can study for free , 25 languages experiencing asignificant growth ( Influence is one of the new coins.With platforms like (, in which consumerscreate their own badges and earn reputation.But perhaps the most interesting that arises today as a reference for status is goodtaste. This is a consumer who has been able to separate the money and the aestheticvalue of things. Who today has good taste wins the aspirational who few years agowas the richest. Thats why nowadays collecting the best pictures of home interiordesign amazing or admirable clothing combinations are the best presentation in thefastest growing social network, particularly among adolescents: Pinterest ( value of the aesthetic as the new wealth raises the need for all that want to befeatured 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 thedesign and structure of the package, a conclusion reached by the producersdiscovered on aesthetics, the most influence at the time of purchase ( everything seems to have to be aesthetic in this world where status is gainedthrough these new currencies. In fact, Trend Hunter talks about "Fashioning" as oneof the most important issues for this 2013. Brands like Evian following theircollection of Issey Miyake bottles or Coke Light whose creative director, Jean PaulGaultier surprised with a new design for summer. (Http:// the best advice for brands is to ask alternative currenciesthat could be the access of consumers to their brands. Aninteresting example is that of Nike and its FuelBand, which usesmovement as a way to acquire rewards, log and track themovement of each day ( inspirational story has to do with exploring alternativecurrencies for consumers to access benefits. This is the case inColombia Buchanans offered access to a concert to those whoparticipated in a brands social project helping the neediestcommunities. (  BRANDS...BTuesday, April 30, 13
  9. 9. The Insight Point | | @juanisaza6 OFF  FOR  ONFor several years we have talked of ON= OFF as the integration of the realworld with the virtual world. This yearsaw an interesting variant: actualexperiences must be generated tofeed virtual experiences. No real life nodigital .t remains true that the virtual world and the real world are one as we define acouple of years ago in "Reality Principle". Hundreds of thousands of applicationsallow us to enjoy the real spaces with information, guidance and the ability toshare that digital world gives us. Perhaps the best example is Highlight,application for invading the privacy question but that best shows this real worldbecomes large with the virtual world ( What is newtoday? is it every time we realize that the real world becomes the most importantinput (sometimes the only) in areas such as social networks. The real world colors,spaces and people is what fuels Instagram and Pinterest, social networks havedemonstrated the great value of the image and have the photos to be the newversion 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 conversationof nowhere, begins to wear. Trend Hunter speaks of "Immersive branding" andconfirms that the conversation in social networks will only be present for thosebrands that are able to fascinate the consumer in the real world. We are in thestage of post-brand experience. Some of the most talked about cases last yearwere the ones that really hit people when brands crossed his path. The case ofMercedes-Benz looking to put out a car unseen ( orCadbury with the house he built in Hyde Park for the Olympics ( 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 tomake larger real-world experience, In this 2013 muchdiscussion of drones, these aerial vehicles controlled from the phone, the car thatdrives itself, robots who do the cleaning, and all this new hardware that lives in thereal world that can be controlled and conducted by means of digital tools.The main lesson has to do with something every time we seemore clearly: It ended the era of promises. Even as the qualityvalues can now be promised. Consumers expect the test: Samplereal, tangible and experiential. It is very inspiring for H & M withits recent entry into Mexico where it has created a lab that willallow consumers to experience on their own quality anddurability of the clothes from H & M ("Lead by example" might be the best mantra for brands in 2013,especially for those who are advertising monologue.FOR  BRANDS...ITuesday, April 30, 13
  10. 10. The Insight Point | | @juanisaza7Technology impacts culture and itgives more and more importance toimmediacy. People are looking foranswers that can not wait 15 seconds.Contents are becoming obsolete assoon as they are generated.aying that the world go faster and faster does not seem a trend but a realitythat we are talking about for years. But in this 2013 we will see how culture isimplanted speed in the lives of consumers and brands offers an innovative way.Consumers expect life to start spending online and require brands instantresponsiveness. According to a recent study by Edison Research, 20% ofconsumers who contact a brand through social networks expect a response within15 minutes ( Fiber offers Internet access 100 times faster than standard broadband insome U.S. cities ( and adds to the culture of speed for aconsumer who is no longer willing to expect. In fact, searches that include theword "now" Google have doubled in the past five years.The services designed to address the culture of immediacy in the consumergenerate business opportunities as adding the application module deliveries anderrands, TaskRabbit, now, with the payment of an additional $ 10 ( It should also be mentioned as curious example, creating serviceslike instant delivery of condoms at home in college dormitories in New Jersey( 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 adownloadable disk mutates every time you listen, making sounds never twice thesame ( year 2013 will be very present to the topic of 3D printers (, which is in addition to the speed of wanting to have an object inseconds, looking to emulate the speed with which today can be received content.The consumer immersed in this culture of immediacy wonders why he can notget his hands on an object with the same speed with which you are holding thetext 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 makeaccess to their products, to new developments and their services isgrowing fast. And so it is, but beyond the speed in anything thatinvolves complex infrastructure changes, is the speed in howbrands communicate with consumers. In social media, the speedbecomes critical, not only for the answer that consumers expectbut by the ease with which the topics and conversations are older.Stop planning with multiple levels of approval in the contentsand, instead, seek a more spontaneous and direct conversationcan be a good purpose for many brands for this 2013.for  brands...SIMMEDIACYTuesday, April 30, 13
  11. 11. The Insight Point | | @juanisaza8 TECHNO-LIFEA year ago we were talking aboutObsessive Tracking as rampant interestthat control everything, especially whatit has to do with the body and health.Today this trend is made larger toinclude innovations in technology thatis incorporated into the body to help uslive better.t is a commonplace to speak of the impact of technology in all spheres of ourlife. Undoubtedly, the connectivity has had a direct impact on the way we live, butin 2013 we will see how technology is particularly useful in the health care andhelping people not only to work more efficiently or interact with more people butalso (ideally) to live better.Perhaps the aspect that most will be the talk has to do with the technology that isincorporated into the body. Since the device is inserted into the stomach tomonitor and report the amount of food that was consumed, generating electricalimpulses that give the feeling of satiety ( to microchipsand drug regulatory report information via mobile devices. Implants thatdisintegrate in the body, then do your homework, developed by Tufts University inthe United States ( also contribute to this feeling that thetechnology now helps us heal diseases.The technology to be incorporated into the body is set to mark the launch ofGoogle Goggles, mentioned above, but also with developments that help diagnosediseases such as bra that detects changes in the temperature of the blood vesselsand thus to diagnose cancer early breast ( .According to a Pew Internet study, nearly 20% of smartphones has at least oneapplication related to health care. Many of them to monitor physical activity or toguide food and diet.The reality is that technology will make health care is an everyday topic. We missyou on the games appear daily to help us prevent disease or to live morehealthfully (, or you create applications to enhance therelationship between the physician the patient ( Thismay be the year that doctors begin to see their patients access to information as asupport and not as an enemy.The great value attached to health technology gives brands aclear message that human beings are targeting all living resourcesin favor of more and better. The big opportunity for brands is tosupport and accompany that care. The brands that havemanaged to incorporate tools for health care (food-relatedcategories or lifestyle, for example), and the brands that supporthealth-related causes or to research for disease prevention, give aclear example of being involved with something that seems tointerest consumers every day.for  brands...iTuesday, April 30, 13
  12. 12. The Insight Point | | @juanisazaMAS  INFO...The compilation of the trends that are included here is the result ofa capture, filtering and evaluation of many direct and indirectsources. Among them, it is noted:www.iconoculture.comwww.trendhunter.comwww.thecoolhunter.netwww.trendoriginal.comwww.trendwatching.comwww.buzzfeed.comwww.luckie.comwww.economis order to check more sources, we recommend: trends, trendspotting, consumer, macrotrendsTuesday, April 30, 13
  13. 13. The Insight Point | | @juanisazajuan  isazaStrategic Planning Director at DDB Latina, DDB Worldwidedivision that includes the markets of Latin America, Spainand the U.S. Hispanic market. He writes regularly for hisblog and lecturer in various academicand business events in Latin America in areas such asmarketing, advertising, social networking and fashion.Lives and works in Miami.Trend reports from previous years are available document may be reproduced in whole or in partprovided the source is acknowledged and the link to thewebsite.The eight trends described herewill continue feeding on casesand examples that will be postedon the boards of Pinterest in theauthors account throughout theyear. follow related observations totrends contained herein werecommend the followingaccounts:Instagram: juanisaza,And Twitter: @ juanisazaTuesday, April 30, 13