TrendWatching
May 2015 South & Central America Trend Bulletin
TRANSPARENCY TRIUMPH
Why Latin American consumers
are demanding honesty – and leaving no hiding place for brands!
2015-03 Candid Consumption Africa BulletinTrendWatching
MARCH 2015
AFRICA Trend Bulletin:
CANDID CONSUMPTION
Why increasingly inquisitive, info-craving African consumers will expect brands to be totally transparent in 2015.
TrendWatching
May 2015 South & Central America Trend Bulletin
TRANSPARENCY TRIUMPH
Why Latin American consumers
are demanding honesty – and leaving no hiding place for brands!
2015-03 Candid Consumption Africa BulletinTrendWatching
MARCH 2015
AFRICA Trend Bulletin:
CANDID CONSUMPTION
Why increasingly inquisitive, info-craving African consumers will expect brands to be totally transparent in 2015.
Gen Z Girls: Living For Looks, Looking To LiveLHBS
Welcome to the latest in our Snapshot series. In this edition, we will delve deeper into what defines and motivates the next generation of consumers, focusing on girls.
Growing up “publicly” online has inevitably lead to an increase in self-consciousness. They have grown up closer to gender equality, a readily available outlet for their voice to be heard as well as almost every service at their fingertip. We explore how this is changing their values and ways they engage with brands.
For the third part of the LHBS series about young women, we have focused on consumption. While their purchasing power has diminished when compared to older generations, the sheer size of this consumer group is responsible for largescale shifts in culture and consumption, and it is therefore imperative to describe how young women’s attitudes have evolved from previous generations.
How can brands celebrate culture? // Five behavioural shifts underpinning the...Canvas8
The 2019 Cannes Lions International Festival of Creativity brings together some of the world’s most innovative advertisers to recognise the best campaigns from the year. Canvas8 examines the winning campaigns to identify the five key behavioural shifts underpinning this year’s Grand Prix winners and the opportunities they present for brands.
SYMPATHETIC PRICING
Get ready for a wave of imaginative discounts that relieve lifestyle pain points, offer a helping hand in difficult times, or support a shared value.
Consumer Trends for 2016 and Beyond! David Mattin, Head of Trends, TrendWatchingad:tech London
David Mattin, TrendWatching's Head of Trends reveals the data behind the emerging trends that will define the marketing, media and technology landscape in 2016.
HUMAN DIGITAL is our trend report #6. Although it is about digital, it is not about the jargon, like “personalisation,” “real-time,” and “co-creation.” It is about natural human instincts to improve the standards of their living... this time digital living.
Some trends might have already been captured in other markets. This trend report is about the Middle East, so as always we apply a strict rule: if we don't find numerous local examples, it is not a trend.
A primer on youth culture and commerce in an era of converged media and transformation shaking the foundation of every industry by young adults not conditioned to conform to institutionalized thought.
As a result of African consumers no longer willing to tolerate bland mass-marketing messages, HYPERACTIVE BRANDS all over the continent will increasingly capture these consumers attention with delightful, engaging, altruistic and empowering interactive initiatives and campaigns.
JWT: The Future 100 - Trends and changesFilipp Paster
The Future 100 takes a snapshot of emerging trends for 2017, spanning culture, tech and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail, health, lifestyle, and luxury.
As we look ahead to 2017, markets are confident, even though assumptions have been questioned and narratives overturned. Amid the massive shifts that are sure to follow, there’s never been a more important time for brands to keep tabs on forecasts and emerging consumer behaviors.
What's Next: Unlocking a powerful corporate culture in turbulent times and be...Ogilvy Consulting
Fast growth, diversification, turbulent times and beyond… when an organisation is at a turning point, its corporate culture is often harmed. This webinar helps leaders and companies to accompany their transformation and make their corporate culture a change accelerator, instead of an obstacle.
Starting with anthropological principles and ending with a bespoke method, the session considers inspiring cases of powerful corporate cultures that bring to life business strategy in the Covid context and beyond - to continue exciting and retaining talent!
Gen Z Girls: Living For Looks, Looking To LiveLHBS
Welcome to the latest in our Snapshot series. In this edition, we will delve deeper into what defines and motivates the next generation of consumers, focusing on girls.
Growing up “publicly” online has inevitably lead to an increase in self-consciousness. They have grown up closer to gender equality, a readily available outlet for their voice to be heard as well as almost every service at their fingertip. We explore how this is changing their values and ways they engage with brands.
For the third part of the LHBS series about young women, we have focused on consumption. While their purchasing power has diminished when compared to older generations, the sheer size of this consumer group is responsible for largescale shifts in culture and consumption, and it is therefore imperative to describe how young women’s attitudes have evolved from previous generations.
How can brands celebrate culture? // Five behavioural shifts underpinning the...Canvas8
The 2019 Cannes Lions International Festival of Creativity brings together some of the world’s most innovative advertisers to recognise the best campaigns from the year. Canvas8 examines the winning campaigns to identify the five key behavioural shifts underpinning this year’s Grand Prix winners and the opportunities they present for brands.
SYMPATHETIC PRICING
Get ready for a wave of imaginative discounts that relieve lifestyle pain points, offer a helping hand in difficult times, or support a shared value.
Consumer Trends for 2016 and Beyond! David Mattin, Head of Trends, TrendWatchingad:tech London
David Mattin, TrendWatching's Head of Trends reveals the data behind the emerging trends that will define the marketing, media and technology landscape in 2016.
HUMAN DIGITAL is our trend report #6. Although it is about digital, it is not about the jargon, like “personalisation,” “real-time,” and “co-creation.” It is about natural human instincts to improve the standards of their living... this time digital living.
Some trends might have already been captured in other markets. This trend report is about the Middle East, so as always we apply a strict rule: if we don't find numerous local examples, it is not a trend.
A primer on youth culture and commerce in an era of converged media and transformation shaking the foundation of every industry by young adults not conditioned to conform to institutionalized thought.
As a result of African consumers no longer willing to tolerate bland mass-marketing messages, HYPERACTIVE BRANDS all over the continent will increasingly capture these consumers attention with delightful, engaging, altruistic and empowering interactive initiatives and campaigns.
JWT: The Future 100 - Trends and changesFilipp Paster
The Future 100 takes a snapshot of emerging trends for 2017, spanning culture, tech and innovation, travel and hospitality, brands and marketing, food and drink, beauty, retail, health, lifestyle, and luxury.
As we look ahead to 2017, markets are confident, even though assumptions have been questioned and narratives overturned. Amid the massive shifts that are sure to follow, there’s never been a more important time for brands to keep tabs on forecasts and emerging consumer behaviors.
What's Next: Unlocking a powerful corporate culture in turbulent times and be...Ogilvy Consulting
Fast growth, diversification, turbulent times and beyond… when an organisation is at a turning point, its corporate culture is often harmed. This webinar helps leaders and companies to accompany their transformation and make their corporate culture a change accelerator, instead of an obstacle.
Starting with anthropological principles and ending with a bespoke method, the session considers inspiring cases of powerful corporate cultures that bring to life business strategy in the Covid context and beyond - to continue exciting and retaining talent!
Trend-Driven Innovation: book launch webinarTrendWatching
Our brand new book, Trend-Driven Innovation (Wiley), shares the secrets behind our end-to-end trend methodology.
Exploring a wide range of examples, and drawing powerful insights from the way leading brands and disruptive startups from Apple to Uber, Chipotle to Patagonia redefine customer expectations, this highly visual and intensely practical new book will reconfigure your view of the business world and act as a step-by- step manual to help readers build organisations that matter, products customers love and campaigns people can’t stop talking about.
More at www.trenddriveninnovation.com
TrendWatching
Maio de 2015 Boletim de Tendências para as Américas do Sul & Central
TRANSPARENCY TRIUMPH
Por que os latinos estão exigindo honestidade - sem deixar nenhum esconderijo para as marcas!
In 2016, consumers will embrace brands and startups that build, partner with or become a PEER ARMY: that's a network of connected peers who do something new for customers (and earn the rewards that follow!)
South & Central America Trend Briefing - CRISIS SOLUTIONSTrendWatching
June 2016 South & Central America Trend Briefing:
With citizens across the region facing one crisis after another, it’s time for brands to roll up their sleeves and help!
THE MOST EXPECTATION-RAISING INNOVATIONS OF 2015TrendWatching
AUGUST 2015 TREND BRIEFING
THE MOST EXPECTATION-RAISING INNOVATIONS OF 2015
These 15 innovations will set the customer expectations coming YOUR way soon!
The Future of BETTERMENT - Health, Fitness & Wellbeing Trends for 2016 and be...TrendWatching
6 trends showing how brands are helping consumers achieve self-actualization by helping to boost their physical and mental wellbeing with all kinds of new innovations.
Exploring Design in Mobile: Testing with 3D Printed PrototypesNiiu Digital Inc.
Finding opportunities to include users early in the design process, during conceptualization and first sketching stages, can be crucial to building user-centered products. In mobile app design, however, accounting for the intricacies of hand gestures and UI interactions becomes tricky without polished designs, when the idea is already in a complete state. This talk introduces a methodology that adapts successful practices like the Design Sprint and paper prototyping to the evolving landscape of mobile. Specifically, 3D printed models of mobile phones are combined with paper “interfaces” and erasable markers to enable earlier design sprints. The result is an inexpensive and efficient methodology for mobile testing, providing a tool for teams to communicate and test concepts with end users.
trendwatching.com's 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014TrendWatching
Check out our handpicked selection of 5 crucial South & Central American Consumer Trends for 2014. From CIVICSUMERS to STATUS SMARTS to PROTECTIVE TECH…
Our Futurists, Marc Kozlow and Megan Routh, immersed themselves in Austin, looking through the lenses of our 17 proprietary Trends. here's where they saw the future leaking into the present
Getting Her Attention - Online and Offline Marketing Strategies that WorkElizabeth Scott
Women are a challenge to reach for healthcare marketers these days. Hospitals need to use every opportunity to reach out to these important decision-makers and use online and offline strategies to get their valuable attention.
The ad world is still reinforcing gender stereotypes. Products for women even tend to cost more. Which is a sheer lunacy when you know that women control 80% of brand purchases...
Why then? Because there are still few women at the top? Or because the ads are a current representation of our deeply embedded sexist archetypes?
Let's see which campaigns are shifting the balance!
This Blue Paper discusses going beyond traditional demographic segmentation to better understand the behaviors, buying patterns and desires of consumers.
The REGGIE Awards have been showcasing the best and most inspirational marketing campaigns since 1983. What does it take for your brand to win a REGGIE? Find out with this handy presentation!
Content drivers for global brands: new innovative paths for your branded cont...Vanksen
Generation Z and major events such as the pandemic are leading the change. Our world is becoming a global, multicultural and digitalized village. Vanksen expert teams used their analytical skills to look into the main shifts impacting worldwide content creators lately.
https://www.vanksen.com/en/insights/content-drivers-for-global-brands
Social Media & Women Truckers - Part TwoTruck Driver
"Social Media & Women Truckers - Part Two" focuses on Violence against Women in the Trucking Industry & notable Social Media campaigns that have changed the rules on humanitarian issues and activism.
Don't Let Your Commercials Look Like A Health TextbookCheryl Faux
Last semester, I took Culture, Race & Media and for our final, we were asked to create something for our industry that related back to the class. I made a pocket guide for agencies filled with tips on how to add more diversity into their work.
Contemporary Issues in Marketing (6229) presentation on gender-based marketing for women.
Instructions for viewers: Please view the video included on the 'Tata Tea' case study slide
In an age of radical transparency, consumers can see right inside your business as never before. The consequence? Your internal culture is fast becoming a crucial part of the way consumers feel about you. In other words: your internal culture is becoming a part of your brand.
Inside the Glass Box Brands report you can explore what's driving this trend, what it means for your business, and, crucially, how you can turn the emergence of this trend into an epic opportunity in 2018!
Download the full report here: https://hubs.ly/H08P7vY0
TrendWatching
June 2015 Trend Bulletin de América del Sur y Central
TRANSPARENCY TRIUMPH
Los consumidores se entregarán a las marcas que sean abiertas, honestas y participativas.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
(F)EMPOWERMENT
1. SOUTH & CENTRAL AMERICA TREND BULLETIN
(F)EMPOWERMENT
It’s time to support and empower women
in South & Central America
NOVEMBER 2015
2. You are losing women’s attention and
trust while missing out on their massive
buying power.
If your brand isn’t
communicating well
with women, your
brand is losing.
In recent months (OK, years), many brands across
South & Central America have caused controversy
and attracted the wrong kind of attention with sexist
advertising campaigns that have drawn widespread
criticism on social networks and in public forums.
For a long time, countries across the region – and
industries of all varieties – have been guilty of using
out-dated gender stereotypes or objectifying women to
sell products and services.
INTRODUCTION
(F)EMPOWERMENT 2www.trendwatching.com/trends/fempowerment
3. (F)EMPOWERMENT 3www.trendwatching.com/trends/fempowerment
In March 2015, Brazilian nail lacquer brand
Risqué launched the Homens Que Amamos
(‘Men We Love’) line of products. They featured
names of men, accompanied by proud,
supposedly romantic phrases, such as ‘João
disse eu te amo’ (‘João said I love you’), ‘Fê
mandou mensagem’ (‘Fê sent a message’) and
‘André fez o jantar’ (‘André cooked dinner’).
“What makes a woman happy is not a man
who thinks making dinner is the exception,
but understand that this is his task as it is a
woman’s task”, from Petiscos, Julia Petit’s
blog from Brazil.
4. (F)EMPOWERMENT 4www.trendwatching.com/trends/fempowerment
An advertising piece distributed by the
Colombian energy company Codensa in March
2015 angered its users on social networks. A
flyer distributed with household bills included
the phrase ‘I have to ask my husband what
insufficient funds means’, accompanied by
an image of a woman shopping. After much
controversy, the company removed all the ads
from the campaign.
5. (F)EMPOWERMENT 5www.trendwatching.com/trends/fempowerment
In March 2014, following multiple complaints
(and a Change.org petition that attracted
more than 1,500 signatures), the Puerto Rican
government asked gum brand Dentyne Ice to
remove an ad campaign from all subway cars.
Showing a seated man, the ad read: ‘Do not
give up your chair. Offer your lap. Dentyne ICE:
Ready for every chance.’
6. (F)EMPOWERMENT 6www.trendwatching.com/trends/fempowerment
Of course, when it comes to Latin America, beer
advertising is still the most consistent offender.
In February 2015, Brazilian beer brand Skol launched
an advertising campaign for Carnival with phrases
that mentioned a ‘lack of control’, such as ‘I accept
it before learning what the question is’ and ‘I left my
‘no’ at home’. After widespread media criticism and
a social media backlash, Skol removed the ads.
Conti beer were another offender, accused of sexism
after an ill-advised post on the brand’s Facebook
page. It read ‘tenho medo de ir no bar pedir uma
rodada e o garçom trazer minha ex’ (‘I’m afraid to
go to a bar and order a round of beer* in case the
waiter brings out my ex’), and ended with a request
for suspension and a warning to the agency that
conducted the campaign.
*in Portuguese, the expression used for “round of beer” is the
same as the one for “a woman who’s been around”
7. (F)EMPOWERMENT 7www.trendwatching.com/trends/fempowerment
In Brazil, women make BRL 1.1 trillion per year and
are responsible for 85% of shopping decisions.
(Data Popular, September 2014)
In Mexico, women are graduating from college more
than men. The Asociación Nacional de Universidades
e Instituciones de Educación Superior (ANUIES)
revealed that the enrolment of women in graduate
programs is 50.4%, while among specializations
women make up 51%.
The participation of women in Latin America and
the Caribbean in the labor market had the largest
increase among all regions globally – increasing
from 40% to 54% between 1990 and 2013.
(UN, April 2015)
... as consumers, students, politicians,
entrepreneurs and more.
Yet women across the
region are becoming
more empowered...
8. (F)EMPOWERMENT 8www.trendwatching.com/trends/fempowerment
This is not just about being ‘politically correct’. It’s
about effectively communicating with a very large
proportion of your customer base. Women are not a
market niche – if your brand is not talking to them
properly, you are losing money.
Beyond being bad for business (it has been
scientifically proven that sex doesn’t sell!), misogynist
messaging contributes to a more unequal and
dangerous society for women. It propagates a culture
that impacts the numbers of rapes, murders and
cases of domestic abuse – in Brazil, for example,
there’s one rape every 10 minutes (Anuário Brasileiro
de Segurança Pública, 2014).
To put it simply, out-dated brand messages cause
more harm than hurt feelings.
This means the gap between a modern
woman’s reality (or at least, desired
reality) in Latin America and how they
are portrayed in marketing is widening.
These socioeconomic
changes are yet to
be reflected in much
of the marketing that
reaches women.
10. (F)EMPOWERMENT 10www.trendwatching.com/trends/fempowerment
Maria Guimarães, co-founder of Cerveja Feminista
“When hypersexualized beer advertising objectifies a
woman so aggressively, it’s saying to people throughout
the country that a woman is an object. And an object has
an owner. The man is the owner. And, as owner of the
object, he can do whatever he wants with it.”
11. In Latin America, women are fighting
for equality in public and private life.
Brands that not only avoid harmful
stereotypes or objectification but
also actually support women’s
causes and better communicate
with modern women will be loved –
at the expense of those that don’t.
We’ve said before – brands across the region are
now expected to be part of the social tissue, to fight
the same fights people are engaged in as groups or
individuals. The fight for gender equality is one of these
issues (in South & Central America and, of course,
elsewhere in the world).
More and more, if a brand is not part of the solution,
it will be seen as part of the problem. It’s time to
break away from gender stereotypes, communicate
with women in the manner that they deserve and
empower them to live the lifestyle they desire.
DEFINITION
(F)EMPOWERMENT 11www.trendwatching.com/trends/fempowerment
13. Women face different challenges from region to region.
But many share a passion for change, and inspire each
other across borders.
In June 2015, the “Ni Una Menos” campaign reached
110 cities in Argentina, Chile, Uruguay and Mexico,
as people protested against femicide. In Mexico,
#NoAcosoCallejero (‘no street harassment’) took to
social networks and the streets. In Puerto Rico, women
created the hashtag #andandolacallesola (‘walking
the streets alone’), in protest against comments by a
high-ranking police officer that women should not walk
alone late at night.
And in January 2015, the documentary used by
the Chega de Fiu Fiu campaign (against women
harassment on the streets) in Brazil was funded
using the crowdfunding platform Catarse. In July,
the country also saw the creation of Cora Coralina, a
public library focused on feminist subjects.
The digitally entwined population of the
world is sharing stories of repression and
(F)EMPOWERMENT, from India to Iran.
1. International
Sisterhood
WHY NOW
(F)EMPOWERMENT 13www.trendwatching.com/trends/fempowerment
14. Latin America is the leader in women’s political
representation.
In political leadership, the region has Cristina Kirchner
in Argentina, Dilma Rousseff in Brazil and Michelle
Bachelet in Chile. In the NGO sector, there’s Relinda
Sosa from Peru and Sandra Ramos from Nicaragua.
In the world of business, María Mercedes Cuéllar is
president of Federación Latinoamericana de Bancos
(Felaban), Paula Santili is Senior Vice-President of
PepsiCo Mexico, and Luiza Trajano is CEO of Magazine
Luiza.
Across the board, women in SCA are doing it for
themselves. They can assume political power,
run NGOs and start their own businesses (and
crowdfunding platforms like Catarse, Idea.Me or
Fondeadora are making this easier than ever!).
Just one example of the rising power of SCA’s women?
According to the latest survey by the Ministry of
Economy on Entrepreneurship and Gender (March
2015), 38% of micro-entrepreneurs in Chile are female,
and 40% of those are heads of household.
Women are climbing higher into
positions of power.
2. FEMPRENEURS
and Role Models
WHY NOW
(F)EMPOWERMENT 14www.trendwatching.com/trends/fempowerment
15. Social rules and traditions are being challenged or
ignored in many societies. Individuals are forming
their own singular definitions of what they seek
from their own lives. Formal entities (governments
or organizations) are less able to impose values or
expectations.
Success and status have been redefined in personal
terms. Consumers are less accepting of media
organizations or brands that dictate who they are
and how they should behave. From sexuality to career
choices, it’s up to the individual to decide.
Consumers no longer let institutions
dictate how they live their lives.
3. Institutional
Impotence
WHY NOW
(F)EMPOWERMENT 15www.trendwatching.com/trends/fempowerment
16. As much as SCA’s women feel empowered, they’re
also looking to brands to be partners in change. That
means taking a BRAND STANDS on issues around
gender prejudice.
In March 2015, Cannes Festival introduced “The
Lion For Change” category, rewarding actions
that challenge gender stereotypes. Three out of 18
shortlisted winners were from Latin America. In Brazil,
interest is growing in new ways to portray women
in advertising. In August 2015, São Paulo-based
Escola Superior de Propaganda e Marketing (ESPM)
launched “Publicidade e Mulheres: um novo jeito de
fazer publicidade para mulher”, a course designed
to introduce marketing professionals to new ways to
advertise to women.
Years ago, marketing used weaknesses to try and sell
products and services to women. Today, brands must
offer empowerment.
Consumers will embrace brands that take
a stand on the issues that matter to them
– such as sexism.
4. BRAND STANDS
WHY NOW
(F)EMPOWERMENT 16www.trendwatching.com/trends/fempowerment
17. 1. BLOW THE WHISTLE
Denounce oppression and highlight
gender inequality
FEATURED INNOVATIONS
(F)EMPOWERMENT 17www.trendwatching.com/trends/fempowerment
19. FEATURED INNOVATIONS: BLOW THE WHISTLE
Everlast
In November 2014, Everlast partnered with the Peruvian
NGO Paremos El Acoso Callejero (Latin American
Observatory Against Street Harassment) on Sílbale a tu
madre. The sports brand contacted the mothers of men
caught catcalling women on the streets. Mothers were
disguised with clothes and wigs, and taken to witness
their child’s behavior - whilst receiving phone tips from
Natália Málaga, the trainer of the Peruvian women’s
volleyball team. When their sons said something
derogatory, the mothers shouted at them, scolding them
for their treatment of women.
Campaign sees mothers scold catcallers
(F)EMPOWERMENT 19www.trendwatching.com/trends/fempowerment
20. FEATURED INNOVATIONS: BLOW THE WHISTLE
Nunca Más a Mi Lado
Unveiled in Argentina in June 2015, literary project
Nunca Más a mi Lado took a poetic approach to creating
awareness of and denouncing the violent abuse women
suffer across the country. The website includes around
120 real stories, all received anonymously and rewritten
(though still remaining true to the facts). They are
designed to expose the verbal, physical, psychological
and sexual abuses suffered by the characters in a deeper
literary style to resonate with readers.
Project uses literature to denounce violence
against women
(F)EMPOWERMENT 20www.trendwatching.com/trends/fempowerment
21. FEATURED INNOVATIONS: BLOW THE WHISTLE
Carefree/Johnson &
Johnson
Carefree, a Johnson & Johnson brand, revealed Desabafo
Entre Amigas in July 2015. The digital campaign
promoted conversations that made women feel more
confident; in 10 episodes aired on YouTube different
women discussed the insecurities of the female universe,
talking about beauty standards, self-esteem, sexism and
similar issues.
Brand’s website promotes conversations to
discuss women’s insecurities
(F)EMPOWERMENT 21www.trendwatching.com/trends/fempowerment
22. FEATURED INNOVATIONS: BLOW THE WHISTLE
Ramona
A day-long promotion implemented at the Ramona
restaurant in São Paulo in April 2015, The Unfair Menu
drew attention to the salary gap between men and
women. All menu items were 30% more expensive for
men – the average pay gap between the sexes across
Brazil. Diners who questioned the price difference
were presented with a leaflet explaining the action and
drawing attention to pay equality.
Brazilian restaurant highlights the pay gap
with higher prices for men
(F)EMPOWERMENT 22www.trendwatching.com/trends/fempowerment
23. FEATURED INNOVATIONS: BLOW THE WHISTLE
Instituto Maria da Penha
In July 2015, NGO Instituto Maria da Penha launched
Marcas Escondidas (‘Hidden Marks’), an interactive
campaign on YouTube using squares (to imitate post-its)
consisting of lies used to cover up injuries, signs of violence
that women have suffered. The campaign used annotations
with common excuses used by women to hide the truth
behind their injuries – for example, “I was distracted and hit
my head on the kitchen cabinet.” Once the clip’s annotation
is closed, the injury then becomes visible.
NGO’s interactive campaign denounces
domestic violence
(F)EMPOWERMENT 23www.trendwatching.com/trends/fempowerment
27. (F)EMPOWERMENT 27www.trendwatching.com/trends/fempowerment
Abraham Espinosa, Senior Strategic Planner at d expósito &
Partners NYC and blogger at urbanstalkers.com
“In Mexican advertising, women have been depicted as
objects (in beer campaigns and wearing bikinis) or in their
home role (as housewives). Now, they are starting to be
represented in their moments with friends, laughing about
guys, fighting for their dreams as individual rather than
with her family – it is a new sight. Smart and strong are
the new sexy.”
28. FEATURED INNOVATIONS: HOW TO TALK TO WOMEN
Las Cachás Grandes
In August 2015, to offer comfort to women who need
to breastfeed their babies, the Las Cachás Grandes
restaurant in Chile put a sign at the front of the
restaurant that read: “If you want to breastfeed your
baby, you don’t need permission. And request a free tea
if you like. No need to buy anything.”
Restaurant offers space for women to
breastfeed their babies for free
(F)EMPOWERMENT 28www.trendwatching.com/trends/fempowerment
29. FEATURED INNOVATIONS: HOW TO TALK TO WOMEN
Budweiser
In July 2015, Budweiser chose Ronda Rousey as the
face of the brand in Brazil. Rousey, a UFC champion,
starred in a series of TV spots promoting an inspirational
message of resilience, strength and courage – proving
that a woman can advertise beer without being
objectified.
UFC fighter features in beer brand’s
advertising
(F)EMPOWERMENT 29www.trendwatching.com/trends/fempowerment
30. FEATURED INNOVATIONS: HOW TO TALK TO WOMEN
Chirimbote
In August 2015, the Chilean publishing house Chirimbote
released Antiprincesas (‘Anti-princesses’): a collection
of books for kids. Each book depicts a Latin American
woman as the protagonist (like Frida Kahlo, Violeta Parra
and Juana Azurduy), with the aim of breaking down old
gender stereotypes that often feature in children’s books.
Chilean publisher launches
‘anti-princesses’ books
(F)EMPOWERMENT 30www.trendwatching.com/trends/fempowerment
31. FEATURED INNOVATIONS: HOW TO TALK TO WOMEN
Avon
In July 2015, Avon launched Beleza Que Faz Sentido: a
campaign and website site that gathers content about
female empowerment. These include lists of words related
to the topic, as well as articles, videos and statistics about
gender equality.
In March 2015, Avon created the 180 Line – a make-up line
sharing its name with the number for the Violence Report
and Woman Service Center. The products were empty, a
move intending to show that violence can’t be covered-up.
A magazine (inspired by the traditional Avon Sales
publication), informed readers about types of domestic
violence, how the law protects the victims and punishes
the aggressors. The magazine was distributed by Avon
Representatives, women trusted by other women, who often
have access to homes that (in many instances) not even the
police can gain entry to.
Brand’s website and campaign promotes
female empowerment
(F)EMPOWERMENT 31www.trendwatching.com/trends/fempowerment
32. (F)EMPOWERMENT 32www.trendwatching.com/trends/fempowerment
Nayara Moia, Marketing Manager at Acaju do Brasil
“I’ve been an Avon consumer since an early age, and
campaigns like this inspire me to support a brand that
understands the environment in which it’s inserted. And
the opposite is also valuable: I’m much more likely to
boycott ‘risqué’, sexist nail polish campaigns and brands
that are completely unaware of consumers’ reality!”
33. FEATURED INNOVATIONS: HOW TO TALK TO WOMEN
Sephora
In September 2015, Sephora Brazil released a campaign
to promote a new collection of lipsticks with 83 different
shading options. The campaign featured the phrase:
‘Women get dressed to please men’, replaced below
with: ‘Do you think I got 83 lipsticks to please someone
who doesn’t know the difference between bordeaux and
burgundy?’
Brand’s campaign suggests women don’t
use cosmetics to please men
(F)EMPOWERMENT 33www.trendwatching.com/trends/fempowerment
34. 3. GET MAKING
Modern women demand products and services
that meet their modern needs and tastes
FEATURED INNOVATIONS
(F)EMPOWERMENT 34www.trendwatching.com/trends/fempowerment
35. FEATURED INNOVATIONS: GET MAKING
M’Ana - Mulher Conserta
para Mulher
In August 2015, after being bullied by a man who was
carrying out work in her home, Ana Luisa Correard
created M’Ana – a home repair company dedicated to
carrying out services for women. She and her partner do
all kinds of home repairs, from painting walls to fixing
electrics.
Home repair company provides services
for women
(F)EMPOWERMENT 35www.trendwatching.com/trends/fempowerment
36. FEATURED INNOVATIONS: GET MAKING
Cerveja Feminista
In March 2015, a group of Brazil-based advertising
creatives launched a red ale called Cerveja Feminista
(‘Feminist Beer’). The label featured the symbol for
gender equality to encourage the advertising industry to
discuss how women are portrayed in beer advertising,
as well as the lack of female art directors in Brazil. The
women who created the label also founded an activism
group called 65|10 – a name inspired by two facts: 65%
of Brazilian women don’t feel like they’re represented
in ads, and 10% of creatives at advertising agencies in
Brazil are women.
Beer brand works triggers discussions
about sexism in beer campaigns
(F)EMPOWERMENT 36www.trendwatching.com/trends/fempowerment
37. FEATURED INNOVATIONS: GET MAKING
Nike
In Mexico City in August 2015, Nike launched a sports
club for women (exclusively for those who use the
brands’ app, Nike+). The space includes specialist bra
fittings, a health coach, footstep analysis and gym
sessions, with each woman encouraged to take set
challenges and goals, with guidance from experts.
Inspired by traditional art and painted by local artists, the
design celebrates the beauty and intensity of Mexican
females – images include Mexican athletes, such as
Paola Longoria (racquetball player), Nayeli Rangel
(soccer player), Jessamyn Saucedo (heptathlonist),
Alejandra Orozco and Paola Espinosa (both divers).
Sports brand creates a sports experience
for women
(F)EMPOWERMENT 37www.trendwatching.com/trends/fempowerment
38. FEATURED INNOVATIONS: GET MAKING
Minha Melhor Semana
Launched in May 2015, Minha Melhor Semana (‘My
Best Week’) is a Brazilian subscription club that
accompanies the menstrual cycle, supplying products
that women need for intimate care. A box, containing
all the resources needed for a woman’s period, is sent
before it begins, with members able to choose from
sanitary napkins to facial soaps. Each delivery is always
accompanied by wipes and chocolates.
Subscription club’s products help women
during their menstrual cycle
(F)EMPOWERMENT 38www.trendwatching.com/trends/fempowerment
39. FEATURED INNOVATIONS: GET MAKING
Ladies Rock Camp
July 2015 saw the first edition of Ladies Rock Camp: a
women’s empowerment program centred around music.
Taking place in the city of Sorocaba, Brazil, the event was
billed as an ‘adult’ version of Girls Rock Camp, a holiday
camp where girls learn to play instruments, create a
band and participate in activities related to self-esteem.
Attendees perform a song they composed to their
friends and family in the final day. Ladies Rock Camp,
open to women over 21 years old, has the same objective
as the children’s version: to encourage collaboration,
empower and promote self-esteem amongst women.
Event empowers women through music
(F)EMPOWERMENT 39www.trendwatching.com/trends/fempowerment
40. NEXT
Women’s empowerment will impact the
consumption arena – and your brand too!
(F)EMPOWERMENT 40www.trendwatching.com/trends/fempowerment
41. (F)EMPOWERMENT 41www.trendwatching.com/trends/fempowerment
The power of local
NEXT
In Latin America, empowered women –
many working more and earning more
– don’t want to follow European or North
American standards. Instead they want to
reaffirm their own identity – and that means
tailoring products and services to their
particular needs.
42. (F)EMPOWERMENT 42www.trendwatching.com/trends/fempowerment
Look to independents
NEXT
Many of the innovations featured in this
bulletin come from ‘independent groups’.
Brands seeking (F)EMPOWERMENT should
consider how they can leverage the creativity
and passions of these groups. Just make
sure you’re in it for the long haul.
43. (F)EMPOWERMENT 43www.trendwatching.com/trends/fempowerment
More than beauty
NEXT
In recent years, we have seen many
campaigns encouraging women to accept of
their bodies or take care of the house without
a man whilst still being a diva (like the recent
Bombril campaign that created controversy
in Brazil). But now it’s time to take a step
forward. What other issues can your brand
address to empower women?
45. (F)EMPOWERMENT 45www.trendwatching.com/trends/fempowerment
Open range
NEXT
This is about giving women CHOICE – the
choice to be who they want to be, whatever
that is. It’s time for brands to offer women
(and consumers in general) more options
instead of forcing them to fit a certain type.
More and more, consumers expect brands
to help or enable them – food for thought in
your next planning session.
46. (F)EMPOWERMENT 46www.trendwatching.com/trends/fempowerment
Ana Laura Ramírez Ramos, from La Cabaretiza A.C.
“We applaud campaigns that portray attitudes that
might not be mainstream, labelling them as ‘different’.
For example: an image of a man that washes dishes and
sings melodies mostly linked to women. This, and other
campaigns that portray attitudes that might not be
conventional, are considered as ‘extraordinary’”
47. (F)EMPOWERMENT 47www.trendwatching.com/trends/fempowerment
It’s over to you!
How are women represented in your brand’s
communications? Which products can you
create to meet the needs of the empowered
woman? How will you contribute to gender
equality? Take this trend for a brainstorming
session in your company and create your
own trend-driven innovations that will delight
Latin Americans!
48. If you have any comments, suggestions
or questions then please do let us know.
Just email:
PAUL BACKMAN
Chief Client Officer
paul@trendwatching.com
About us
Established in 2002, trendwatching.com
is the world’s leading trend firm, scanning
the globe for the most promising consumer
trends, insights and related hands-on
business ideas. Our Premium Service counts
many of the world’s leading brands as
clients, while our free monthly Trend Briefings
go out to over 260,000 subscribers in 180
countries.
More at www.trendwatching.com
Want more?
Free
Publications
Premium
Service
LIVE: Keynotes
& Workshops