Global marketing trends are being shaped by 5 macro trends: 1. Demographic changes like population aging in traditional markets and youth bulges in India and China. 2. One billion new consumers entering markets in emerging countries in Asia, Africa, and Latin America. 3. Rapid urbanization as more people move to large cities, especially mega cities with over 1 million residents. 4. The rise of digital consumers as mobile internet access expands globally and more purchases are made online and on mobile devices. 5. Resource scarcity as population growth and climate change effects increase demand for food, water, and other commodities.

1. Global Marketing Trends
Thanks to:
Mashable
Time Inc.
KPCB
The World Bank
The Economist
Dr. Dominique Turpin, President of IMD
McKinsey Global Institute
The University of Chicago Booth
Stanford University GSB
Tommaso Canonici, VP Opinno

2. Change is the process by which the
future invades our lives
-> Alvin Toffler

3. Comportamientos exponenciales

4. Somos la generación singular

5. El ser humano es exponencial

6. El nacimiento de la inteligencia
artificial

7. 7

8. El camino hacia la singularidad
2020-2025
Máquinas
más
inteligentes
que un
humano

9. Estación espacial

10. Curiosity llega a Marte

11. La estratosfera “te da alas”

12. Virgin lleva turistas al espacio

13. Space X atraca en la ISS

14. La revolución biotecnológica que viene
Coste de secuenciación de un genoma
En 2014, $1000

15. http://www.illumina.com/

16. https://www.23andme.com/

17. 17

18. 18

19. 19

20. 20

21. 21

22. 22

23. 23

24. 24

25. 25

26. 26

27. El fin del dinero efectivo

28. 28

29. 29

30. 30

31. 31

32. 32

33. 33
http://www.amazon.com/Fire-TV-streaming-media-player/dp/B00CX5P8FC

34. 34

35. 35
http://www.yelp.es/sevilla

37. 37

38. 38

39. 39

40. 40

41. 41

42. NEW WAYS OF LIFE
INTERNET OF THINGS & WEARABLE
COMPUTING
ROBOTIZATION
GENOMICS
3D PRINTING (AND MAKERS)
SELF DRIVING CARS

43. THE INTERNET OF
THINGS AND
WEARABLE
COMPUTING

44. 44

45. 45

46. tp://www.google.es/glass/start/

47. http://www.scanadu.com/

49. 49
https://getpebble.com/

51. http://www.cesweb.org/

53. 53
https://nest.com/

54. ROBOTIZATION

56. 3D PRINTING (AND
MAKERS)

57. 3DFP. Impresión de comida en 3D

58. http://www.makers-revolution.com/#2aa/custom_plain

59. tp://store.makerbot.com/replicator2

61. 61
http://www.ted.com/talks/avi_reichental_what_s_next_in_3d_printing?utm_source=newsletter_weekly_2014-09-20&utm_camp

62. SELF DRIVING CARS

63. 63

64. http://www.google.com/about/jobs/lifeatgoogle/self-driving-car-test-steve-m

65. http://www.google.com/about/jobs/lifeatgoogle/self-driving-car-test-steve-m

66. ttp://www.teslamotors.com/

67. TODA LA POTENCIA
DE CÁLCULO QUE
NECESITAMOS

68. 1,000,000
CHEAPER
1,000,000
SMALLER
1,000 MORE
POWERFUL
SUPERCOMP
40 Y AGO

69. 69

73. 73
Five macro-trends are shaping the future marketing landscape
1. Demographic change
2. One billion new consumers in emerging markets
3. Urbanisation rise of mega cities
4. Rise of digital consumers
5. Scarcity of resources
Guide

74. 74
INDIA CHINA
Remains young Still young but
growing very
fast
Source: World Bank
1. Demographic change: Population pyramids help understand
where retail consumers of the future will be!
Guide

75. 75Source: UN Department of Ageing and Population
Brazil’s Population Pyramid
Russia ’s Population Pyramid
Men’s life expectancy in Russia (59) is lower than in Bangladesh (61)!
Guide
1. Demographic change: Population pyramids help understand
where retail consumers of the future will be!

76. 76
1. Demographic Change: Traditional markets are ageing fast
People over 65 will increase by 200% between 1990 and 2030*
WORLD 312 Mio  969 Mio
EU 92 Mio  164 Mio
USA 31 Mio  72 Mio
JAPAN 15 Mio  36 Mio
* Source: World Bank
Guide

77. 77
1. Demographic change: Health and wellness concerns
are growing
Guide
Rise in cases on diabetes, obesity,
heart failures, cancers, etc..
has led manufacturers to respond:

78. 78
1. Demographic change: Health and wellness concerns
are growing
For companies:
It’s an opportunity to make better margins
It’s an opportunity for differentiation
It’s an opportunity for to fight private labels
Source: Gallup 2010
Guide

79. 79
2. One billion new consumers in emerging markets
1. China 9.2%
2. India 8.2
3. Ethiopia 8.1
4. Mozambique 7.7
5. Tanzania 7.2
6. Vietnam 7.2
7. Congo 7.0
8. Zambia 6.9
9. Nigeria 6.8
10. South Africa 6.7
“Over the next 5 years, some African economies are likely to grow as fast or
faster than some Asian champions!”*
Projected Growth in GDP 2010-2015
* Source: McKinsey Global Institute, 2010
Guide

80. 80Source: The Economist, February 24th
2011
2. One billion new consumers in emerging markets…
half of them live in China with increasingly better incomes
Guide

81. Mega Cities
75% of resources and 2% of land
70-75% of the world inhabitants by 2050
600 Cities generate 60% of GDP
3. Urbanization is increasing fast across the world

82. 82
3. Urbanization is increasing fast
By 2020, China will have 200 cities, each will have more than
1million people
Shenzhen (1980) Shenzhen (2013)
Guide

84. 84

85. 85
4. The rise of the digital consumer is driven by mobile
communications
 The number of mobile web adopters is growing 8 times
faster than the desktop web did in the mid 1990s
 1’000 new consumers sign for mobile phone every minute
around the world
Source: Google 2011
Guide

86. La economía compartida

88. 88

89. 89
https://squareup.com/

92. 92
https://www.apple.com/iphone-6/apple-pay/

93. https://itunes.apple.com/en/app/apple-store/id375380948

94. http://www.bloomberg.com/news/2013-09-10/mcdonald-s-testing-mobile-order-app-for-u-s-stores.html

95. https://www.lendingclub.com/

96. http://www.funnyordie.com/videos/70f7ef3d34/bar-refaeli-s-sex-tape-kickstarter

99. 99
https://getpebble.com/

100. http://www.businessinsider.com/pebble-isnt-telling-customers-when-their-watches-will-ship-20

101. http://www.seedrs.com/

102. 102
https://www.fundingcircle.com/

103. 103
4. According to Google…
√ Over 2 billion people have internet access
√ 60% of UK adults made a purchase of internet during the past 3 months
√ Google has 4 billion searches per day
√ Over 20% of tweets contain a reference to a product of a brand
Source: Google Europe
Guide

104. 104
4. New technology is reaching consumers fast and contribute
to purchase products obsolescence
How long it took to reach a
market audience of 50 millions
Consumers:
Radio  38 years
TV  13 years
Internet  4 years
Twitter  9 months
How many years before
reaching obsolescence:
Vinyl Records  70 years
CDs  30 years
Palm  10 years
DVDs  5 years
Guide

105. 105
4. Leading also to companies decline or disappearance
Last year, for the very first time, Amazon.com sold more e.booksLast year, for the very first time, Amazon.com sold more e.books
than physical booksthan physical books
Guide

106. 106
Guide
The price of orange juice has doubled since 2009
The price of corn has doubled over the last six months
The price of wheat has more than doubled over the past year
The price of soybeans is up about 50% since June 2010
The price of cotton has more than doubled over the past year
The price of sugar is the highest it has been in 30 years
Etc.
5. Scarcity of resources is the next challenge!

107. 107
Three other key drivers:
 China and India
 Growing population in Africa
 Climate change
Guide
5. Scarcity of resources is the next challenge!

108. 108
Five macro-trends
are shaping the
future retailing
landscape
Issues
Implications
1. Shift in demographics
2. One billion new consumers
in emerging markets
3. Urbanisation rise of mega cities
4. Rise of digital consumers
5. Shortage of resources
Together with new
patterns of
consumer
consumption and
behaviours