This document discusses 6 cultural drivers that are breaking down defenses against overeating: rogue food invading all spaces like homes, offices, and cars; a hyperactive culture where people feel constantly busy even if sedentary; the informalization of culture with fluid routines and less structured meals; these trends fuel snacking becoming ubiquitous replacing traditional meals. Weight Watchers harnessed this understanding of the toxic environment through cultural intelligence to shape a new strategy, extending their message and achieving their best PR results with 500% more editorial reach.
The Future 100 - trends and change to watch in 2016; cultural shifts that affect businesses and consumers alike, by the J. Walter Thompson Intelligence.
TASTING COLORS & EXPLODING DRINKS: Future beverage trends from New York City ...sparks & honey
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Beverages have always played a fundamental role in society, from the quintessential âsocialâ tissue, to providing energy and nutrition, to offering plain and simple fun. There is a beverage for every occasion, need, ritual, and generation, and we continue to reimagine what we make, as well as why and how we make them.
Will future beverages be able t o elicit on-demand emotions? Will packaging be zero waste? Will beverages be liquid a t all? These are the questions that Makers in molecular mixology, biolabs, and food-tech startups are asking themselves today. Their answers will no doubt drive our future.
To better understand whatâs ahead, sparks & hone y recently partnered with PepsiCoâs Creator teamâa catalyst group on a mission to explore the edges of culture & co-create innovative experiences across the cultural landscapeâand Toronto-based i&j to create a pop-up lab a t World Maker Faire in New York City. The lab was designed to learn from Makers through moderated discussions, surveys, and hands-on experimentation. This report offers five trends based on our experience with NYC Makers. There is no question that when it comes to the future, we turned to the right community to collaborate and imagine a new world of beverages.
This report outlines 10 of the most compelling macro trends identified todayâtrends whose impact will be felt in 2015 and beyond as they continue to unfold, the ones shaping societal mood, behaviors and attitudes. This report explores where these trends stand now and where theyâre headed, with insights gleaned from a J. Walter Thompson MEA survey of consumers across six key regional markets and a spectrum of industry experts and innovators.
The Future 100 - trends and change to watch in 2016; cultural shifts that affect businesses and consumers alike, by the J. Walter Thompson Intelligence.
TASTING COLORS & EXPLODING DRINKS: Future beverage trends from New York City ...sparks & honey
Â
Beverages have always played a fundamental role in society, from the quintessential âsocialâ tissue, to providing energy and nutrition, to offering plain and simple fun. There is a beverage for every occasion, need, ritual, and generation, and we continue to reimagine what we make, as well as why and how we make them.
Will future beverages be able t o elicit on-demand emotions? Will packaging be zero waste? Will beverages be liquid a t all? These are the questions that Makers in molecular mixology, biolabs, and food-tech startups are asking themselves today. Their answers will no doubt drive our future.
To better understand whatâs ahead, sparks & hone y recently partnered with PepsiCoâs Creator teamâa catalyst group on a mission to explore the edges of culture & co-create innovative experiences across the cultural landscapeâand Toronto-based i&j to create a pop-up lab a t World Maker Faire in New York City. The lab was designed to learn from Makers through moderated discussions, surveys, and hands-on experimentation. This report offers five trends based on our experience with NYC Makers. There is no question that when it comes to the future, we turned to the right community to collaborate and imagine a new world of beverages.
This report outlines 10 of the most compelling macro trends identified todayâtrends whose impact will be felt in 2015 and beyond as they continue to unfold, the ones shaping societal mood, behaviors and attitudes. This report explores where these trends stand now and where theyâre headed, with insights gleaned from a J. Walter Thompson MEA survey of consumers across six key regional markets and a spectrum of industry experts and innovators.
An overview of the macro trend of New World Order. Is the old adage of "America sneezes the rest of the world catches a cold" still current? In this New World Order where power increasingly resides with Brazil, China and India how are people responding and what are the consequences for brands?
Over the past year weâve been taking notes on some fringe trends that have recently emerged or resurfaced. They relate to everything we do: what we eat, how we live, the technology we use and the culture we embrace.
Some have huge implications. Others are just incredibly weird. But all have some potential to disrupt the brandscape and make an impact on our lives.
Once dominated by a largely young consumer base, the Middle East and North Africa (MENA) region is at a demographic tipping point. This executive summary version of Generation BOLD, an Innovation Group MENA report, looks at over-50s in the region, who are reinventing cultural preconceptions about aging and retirement.
This is Tim Love's second lecture at Oxford University. The first, titled "Advertising & Universal Compatibility, Think Like the Sun," was given March, 2007.
Access the transcript at: http://www.timlovesworld.com/files/oxfordlecture2.pdf
Fashion Foresight: How Fashion Illustrates the World's Most Pressing Mega Trendssparks & honey
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Any person, business or brand looking to understand â and lead â cultural shifts can turn to the fashion industry as a bellwether. Fashion not only shapes culture, it acts as a mirror to society, reflecting important cultural shifts that may otherwise be imperceptible.
The fashion industry caters to early adopters and seeks inspiration from the edges, where trends and cultural shifts start. It is acutely attuned to changes in the zeitgeist as well as the ambient influences of the biggest global trends (i.e. MegaTrends).
For these reasons, the fashion industry can be an effective instrument for gauging change and a proxy for trendspotting of the highest order.
In this report, weâll take a look at MegaTrends impacting life and society, illustrate how they are manifesting within the fashion industry and translate what it means for all brands.
After youâve read this, the length of a hemline will take on entirely new meaning and you will never view paisley the same.
Cannes Lions Grand Prix winnersâ creative genius is undisputed but what human truths underpin 2014âs Lions?
Post-recession blow-outs, an appetite for risk and a desire to make a difference are major themes shaping this year's winners.
Young Lions Czech Republic 2021 | MEDIA
www.younglions.cz
The only platform where young professionals can find out how good they are compared to their peers.
Powerful learning through experience by working under time pressure.
Young Lions develop ambition and the ability to create excellent communications solutions.
We can call them the national championship for brand communication professionals aged 30 or under.
They provide a unique opportunity to develop creative and personal excellence.
An overview of the macro trend of New World Order. Is the old adage of "America sneezes the rest of the world catches a cold" still current? In this New World Order where power increasingly resides with Brazil, China and India how are people responding and what are the consequences for brands?
Over the past year weâve been taking notes on some fringe trends that have recently emerged or resurfaced. They relate to everything we do: what we eat, how we live, the technology we use and the culture we embrace.
Some have huge implications. Others are just incredibly weird. But all have some potential to disrupt the brandscape and make an impact on our lives.
Once dominated by a largely young consumer base, the Middle East and North Africa (MENA) region is at a demographic tipping point. This executive summary version of Generation BOLD, an Innovation Group MENA report, looks at over-50s in the region, who are reinventing cultural preconceptions about aging and retirement.
This is Tim Love's second lecture at Oxford University. The first, titled "Advertising & Universal Compatibility, Think Like the Sun," was given March, 2007.
Access the transcript at: http://www.timlovesworld.com/files/oxfordlecture2.pdf
Fashion Foresight: How Fashion Illustrates the World's Most Pressing Mega Trendssparks & honey
Â
Any person, business or brand looking to understand â and lead â cultural shifts can turn to the fashion industry as a bellwether. Fashion not only shapes culture, it acts as a mirror to society, reflecting important cultural shifts that may otherwise be imperceptible.
The fashion industry caters to early adopters and seeks inspiration from the edges, where trends and cultural shifts start. It is acutely attuned to changes in the zeitgeist as well as the ambient influences of the biggest global trends (i.e. MegaTrends).
For these reasons, the fashion industry can be an effective instrument for gauging change and a proxy for trendspotting of the highest order.
In this report, weâll take a look at MegaTrends impacting life and society, illustrate how they are manifesting within the fashion industry and translate what it means for all brands.
After youâve read this, the length of a hemline will take on entirely new meaning and you will never view paisley the same.
Cannes Lions Grand Prix winnersâ creative genius is undisputed but what human truths underpin 2014âs Lions?
Post-recession blow-outs, an appetite for risk and a desire to make a difference are major themes shaping this year's winners.
Young Lions Czech Republic 2021 | MEDIA
www.younglions.cz
The only platform where young professionals can find out how good they are compared to their peers.
Powerful learning through experience by working under time pressure.
Young Lions develop ambition and the ability to create excellent communications solutions.
We can call them the national championship for brand communication professionals aged 30 or under.
They provide a unique opportunity to develop creative and personal excellence.
Highlights from the Cannes Lions Health creative shortlist and conference talks. Best case studies, stories and examples from pharmaceutical and healthcare marketing in 2016.
A lot is happening in the food sector. Our white paper "Edibles - tasting the future of food and drinks" describes the most relevant shifts within the food industry at this moment. This whitepaper not only introduces you to the concepts of phygital flavors, ethical appetites, elevated animalistics and habitual hijacking, but also shows their impact on your brand.
Whitepaper by Fitzroy Amsterdam
5 Reasons Why We Need A New Perspective on Consumption.Ajinkya Pawar
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The concept of 'Sustainable Consumption' came from the simple insight about the limits of our ecology to sustain our burgeoning population; as one African elder summarized the meaning of sustainable consumption - 'Enough. for all. forever.'
However, what is enough? Is their a limit to nature's ability to provide and our ability to find newer uses? Are we (humans) really capable of 'controlling' the nature? If we are a part of nature too, what 'should be' the limit to our curiosity?
Questions of ecology and consumption are defining our zeitgeist today. However, before hoping to arrive at the 'holy grail' of sustainability, we need to understand the context of consumption.
Globalization, 24*7 media and technological advances have fundamentally altered the way we consume products, services and information.
In these series of 4 articles, I will look at 4 key perspectives that would drive the sustainable agenda.
Here's the first one. :)
The Forecast // Millennials & Food is the second edition of a series of consumer trends & insights reports. This sample is an overview of Millennial consumers' attitudes towards their food and what responses are offered by brands and companies to cater to these new needs.
Wellness has gone beyond a trend; guests now expect that hotels will accommodate and enable their healthy-living lifestyle. At the same time, there is still no consensus on how wellness should be âdeliveredâ to guests. In this slideshare, weâll look at the key drivers behind wellness, the psychographic of wellness devotees, the 7 key pillars of wellness and how hotels around the world are responding to our changing demands.
How Generational Preferences Affect Audience Engagement for Dietary Suppleme...CBD Marketing
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Conducted by CBD Marketing in Chicago, this study analyzes consumers across different generational segments and how their unique preferences can impact the marketing strategies of dietary supplement brands.
Don't Assume: How Generational Preferences Affect Audience Engagement for Die...CBD Marketing
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Conducted by CBD Marketing in Chicago, this study analyzes consumers across different generational segments and how their unique preferences can impact the marketing strategies of dietary supplement brands.
Don't Assume: How Generational Preferences Affect Audience Engagement for Di...CBD Marketing
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Conducted by CBD Marketing in Chicago, this study analyzes consumers across different generational segments and how their unique preferences can impact the marketing strategies of dietary supplement brands.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. Iâll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
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Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and weâll provide actionable tips for navigating these intricate challenges.
Youâll learn:
- How todayâs users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, weâll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
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
Monthly Social Media News Update May 2024Andy Lambert
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TL;DR. These are the three themes that stood out to us over the course of last month.
1ď¸âŁ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2ď¸âŁ Instagramâs new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3ď¸âŁ 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 âcollabsâ more too.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The digital marketing industry is changing faster than ever and those who donât 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.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumersâ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumersâ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
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In this session, Demandbaseâs Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. Thatâs why itâs estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant â our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, youâll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, sheâll show you how to captivate on command so that viewers are excited and ready to take action.
SEO as the Backbone of Digital MarketingFelipe Bazon
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In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
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Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNETâs AI Content Controversy:
CNETâs use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) âAlternativeâ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
2. Cultural intelligence
Why we commissioned Flamingo
Cultural Intelligence
The PR Challenge:
â˘Achieve cut through new news to
support our new weight loss plan
from January
â˘Make Weight Watchers relevant,
current and desirable
â˘Ensure consumers choose Weight
Watchers
The Solution:
â˘Create engaging and ownable
content for media via a simple
effective formula:
Cultural Insights + New science
around Hedonics = New âownableâ
explanation and solution to obesity
3. Cultural intelligence
WHAT ARE THE KEY CHANGES IN OUR WORLD WHICH AFFECT OUR URGE TO EAT?
FROM PEOPLE TO ENVIRONMENT
FROM GUILT TO EMPOWERMENT
4. Cultural intelligenceCultural Intelligence Lens
THE CULTURAL LENS
8 universal and foundational themes
which shape people and culture across
the world. Helping us collect intelligence,
thinking and source expert partnerships.
5. Cultural intelligence6 drivers that are breaking down our defences
INFORMALISATION &
SNACKIFICATION
THE HAPPINESS
FAMINE
ROGUE FOOD
CITY-BESITYBOREDOM BUSTING
HYPERACTIVE CULTURE &
ENERGY CRISIS
8. Cultural intelligence
The number of kitchen-diners has risen by almost 50 per cent in the
past decade. One in three homes now features a kitchen-diner, and
one in five Britons plans to blend their separate living room and
cooking spaces into a single area.
Lloydsâ UK Home Insurance survey, 2012
â
â
10. Cultural intelligenceStealth occupation of all of our spaces
US consumers eat almost 20% of meals in
the car (US culinary institute).
"Food" is one of the top 10 most used tags
on Tumblr.
Food has become a cultural
obsession, pervading all our spaces
and conversations.
12. Cultural intelligenceBusyness is the new currency
Technology is fuelling a world where
itâs almost impossible to disconnect
and zone out.
A culture of presenteeism. Status associated
with being busy.
INFO
72% check their smartphones every
morning with in an hour of waking up.
Of 1600 managers and professional
surveyed, 92% put in 50 or more
hours of work a week.
SOURCE: Harvard Business School
professor Leslie Perlow, Sleeping
With Your Smart Phone: How to Break
the 24/7 Habit and Change the Way
You Work.
13. Cultural intelligenceSedentary Britain
We are kidding ourselves.
We have more leisure time than ever.
People are spending 17 hours and 30
minutes each day at home. 20
minutes longer than in 2010.
UK IPA TouchPoints 4
64% say getting 30 mins of exercise a
day is uncommon.
Fatville
Whilst we talk about being busy as if
we are being extremely physically
active, we donât realize just how slow
the âfastâ lane really is.
Fatville Report
We are less physically active than ever.
â
â
14. Cultural intelligenceTiredness epidemic fuels eating
We are confusing mental exhaustion with
physical exertion.
Explosion of coffee shops on the High Street
and energy drinks on the market.
INFO
In 2008, John Lewis sold 15 per cent
fewer king-size beds than doubles. In
2010, the proportion has shifted
dramatically, now selling 34 per cent
more king-size than double beds.
Costa Coffee: sales in the past three
months were 20 per cent up on the
same period a year ago,
December 2013.
16. Cultural intelligenceFluid and arrythmic lives
The structures of traditional families is
rapidly changing.
Mobility and the increasing blend of
cultures means life is more informal
today, etiquette is relaxed, we have
fewer rituals.
Professor Dale Southerton,
Sociologist, Morgan Centre for the
Study of Interpersonal Relationships
Weâre not synchronised with our loved
ones⌠24 / 7 society means we have very
fragmented routines.
â
â
17. Cultural intelligence
When the family does eat together, 40% start eating before
others arrive, 38% use mobile phones and 10% think itâs OK to
wear headphones.
Survey by Bisto 2011
â
â
18. Cultural intelligenceFertile environment for snackification
Death of routine â eating is random,
haphazard and driven by urge rather
than timetable.
The traditional 3 meals a day evolves into a
more tapas-style way of eating and sharing
with friends and family.
Snacking will be so ubiquitous, the
term âsnackingâ will cease to exist.
It will just be âeatingâ.
Dr Morgaine Gaye, Food
Futurologist
â
âINFO
The number of menu items in
restaurants listed as snacks jumped
nearly 170% between 2007 and 2010.
Items described as âminiâ rose 400%
over the same period.
(Mintel)
19. Cultural intelligence
All of these trends shape our increasingly toxic environment
They break down our defences and make it harder to
make healthy choices.
Hereâs how Weight Watchers harnessed this understandingâŚâŚ.
20. Cultural intelligence
How we harnessed this understanding to
maximum effect âŚ.
Opening doors to key opinion formers
x 4 PR campaigns spanning 12 months +
21. Cultural intelligence
Weâre living in a challenging environment today. One in which we
need to survive. We need to give people skills to do this.
We need to get the message out that your environment is
stacked against you.
Professor David Stensel
â
â
26. Cultural intelligence
Stand out results:
Best ever PR results: Editorial reach +500% versus 2012 (formerly
most successful PR results)
Invited by Department of Health to brief their marketing team on our
strategy and approach
Approached by Professor Susan Jebb, University of Oxford and Chair
of the Governmentâs Public Health Responsibility Deal Food Network
to offer her support for the Slim Our Snacks campaign
Weight Watchers partnered with Flamingo, to map the way we live in this toxic environment, explore the key changes in our world and crucially how it affects our urge to eat.Fully explored were the internal drivers of over-eating.Less explored were the societal and environmental factors which make it harder for us to make healthy choices. .
Our Approach.Our cultural lensâŚâŚ.the foundational themes which shape people and culture across the worldâŚ.No primary consumer researchâŚâŚ.we were trying to understand how environmental, social and cultural structures and changes are shaping behaviour. This was not an investigation of attitudes, perceptions, intentions from an internal consumer motivation perspectiveâŚ.
Powerful drivers of over eating.Today we will focus on: - Rogue Food -- Hyper Active Culture - Informalisation
The spaces we live and work in are undergoing dramatic change and food has gone rogue within them.
The cellular structure of the house is disintegrating. Technology allows for every room to be a media room, work room, game room or reading room,The kitchen has become the emotional centre of the home, especially as it is being defined as a place where people can show their love for others.It means food is never far from our grasp.
As a counter-point to the lack of time spent together, and the fact we work longer hours, kitchens are in vogue with architects designing the future office spaces.Positive social influence however can also drive snacking behaviours.
Liminal spaces, TV entertainment, food porn: Food as cultural obsession pervading all our spaces and conversations.
Economic squeeze is putting the pressure on us to âdoâ more than ever to feel secure in our jobs and family life.
British society has been undergoing a process of gradual informalisation in recent decades and is set to continue due to prevailing social and cultural trends.
The resultant breakdown of routines and rituals has provided a fertile environment for a snacking mentality and set of occasions (âsnackificationâ) which hold this lifestyle together.