This document summarizes 5 trends for 2015: 1) Video Valets - Consumers will expect live video chat with brands as and when needed, 2) Sympathetic Pricing - Brands will offer discounts that relieve lifestyle pains or support shared values, 3) Currencies of Change - Brands will incentivize consumers' self-improvement goals with personalized deals, 4) Politeness Pays - Brands will realize other consumers impact experiences and help customers be considerate, 5) Post-Demographic Consumerism - Consumption patterns are less predictable by demographics and more influenced by shared experiences. The trends provide opportunities for brands to innovate service, pricing, marketing and better understand changing customer needs.

1. 5 trends for 2015!
Kristal Elma, 18 September 2014
Henry Mason
Managing Director
trendwatching.com

2. A QUICK WARM UP!

3. 3 INNOVATIONS:
GOOD OR BAD IDEA?

4. Easy Fit & Return delivery
service saves customers time
JEANS ONLINE

5. CATSTARTER Crowdfunding platform
supports cat-related
innovations

6. MCDONALDS
BFF Timeout: encourages
Filipinos to focus on each
other rather than their
phones

7. 3 INNOVATIONS:
GOOD OR BAD IDEA?

8. Easy Fit & Return delivery
service saves customers time
JEANS ONLINE

9. CATSTARTER Crowdfunding platform
supports cat-related
innovations

10. MCDONALDS
BFF Timeout: encourages
Filipinos to focus on each
other rather than their
phones

11. YOU AREN’T THE ONLY JUDGE

12. THINK ABOUT YOUR CUSTOMERS

13. BEFORE WE DIVE IN…

14. TRENDS?
Not fashion…

15. TRENDS?
More than just what’s ‘trending’

16. TRENDS, SMALL AND BIG
Macro Consumer Industry

17. ABOUT
US
Since 2002
250,000 free subscribers, 1,200 Premium clients

18. 2,500 spotters in over 100 countries
WATCHING
TRENDS

19. TRENDS =
OPPORTUNITIES
“We look for signals: things
that have ‘unlocked’ or newly
serviced an existing
consumer need, desire, want
or value.”

20. CHANGE

21. CHANGE?

22. EXPECTATION
GAP

23. SPORTS
CAR?

24. HOTEL?

25. DESIGNED IN
CALIFORNIA
CHINA

26. MARKETING?

27. EXPECTATION
ECONOMY
Who are you
really competing
against?

28. KEY MESSAGE FOR TODAY
SO LISTEN UP! ;-)

29. GLOBAL
BEST
PRACTICE
A curated snapshot...

30. READY
TO RUN
WITH!
Take these trends and examples, learn from them,
adapt them, and launch innovations of your own!

31. Vision
New business concepts
New products, services,
experiences
Marketing, advertising, PR
WHERE
TO
APPLY

32. WHO?

33. SYMPATHETIC
PRICING
CURRENCIES
OF CHANGE
POLITENESS
PAYS
POST
DEMOGRAPHIC
CONSUMERISM
VIDEO
VALETS
FIVE
TRENDS
FOR 2015

34. VIDEO
VALETS

35. VIDEO
VALETS
“Consumers will come to
expect instant, webcam-enabled
face-time with
brand reps as and when
they need it.”

36. “54%of UK consumers
say the most important factor
when contacting a brand is
being able to interact with a
real person.”
(Vision Critical Research, Oct 2013)
VIDEO
VALETS

37. VIDEO
VALETS
Bank of America
Live video chat with bank staff via
ATM

38. VIDEO
VALETS
Amazon:
Mayday button offers live video
customer support - 75% of requests
now use the button.

39. EXPECTATION GAP
REMEMBER,
WITH TRENDS…

40. VIDEO
VALETS
Fiat
Live staff-guided vehicle
exploration via webcam

41. LIGHT-BULB MOMENT:
Think about how new technologies can simplify
or even enhance the customer experience!

42. SYMPATHETIC
PRICING
CURRENCIES
OF CHANGE
POLITENESS
PAYS
POST
DEMOGRAPHIC
CONSUMERISM
VIDEO
VALETS
FIVE
TRENDS
FOR 2015

43. SYMPATHETIC
PRICING

44. SYMPATHETIC
PRICING
“Brands are offering imaginative
discounts that relieve lifestyle
pain points, offer a helping hand
in difficult times, or support a
shared value.”

45. “Only 9%of brands
make a meaningful
difference in people's
lives.”
(Havas, June 2013)
SYMPATHETIC
PRICING

46. Brahma
Beer brand campaigns to
reschedule Valentine's Day
SYMPATHETIC
PRICING

47. BGH: Hot apartments receive
discounts on AC units in
Argentina: USD 14m in sales
SYMPATHETIC
PRICING

48. SYMPATHETIC
PRICING
EasyTaxi
Discounts for solo Filipino
women after physical assaults

50. Union Square Mall
10% discount for ‘gingers’ at
shopping centre
SYMPATHETIC
PRICING

51. LIGHT-BULB MOMENT:
How could you show compassion
and purpose with your pricing?

52. SYMPATHETIC
PRICING
CURRENCIES
OF CHANGE
POLITENESS
PAYS
POST
DEMOGRAPHIC
CONSUMERISM
VIDEO
VALETS
FIVE
TRENDS
FOR 2015

53. CURRENCIES
OF CHANGE

54. The desire for self-improvement
is universal.
CURRENCIES
OF CHANGE

55. “73%of people give
up on their goals to lose
weight, get fit or train for
an event within 6 weeks.”
(Harris Interactive, December 2012)
CURRENCIES
OF CHANGE

56. “Only 10% of people who
register for MOOCs (Massively
Open Online Courses)
complete their course.”
(Coursera, April 2013)
CURRENCIES
OF CHANGE

57. CURRENCIES
OF CHANGE
“Brands that use personalized
deals & discounts to motivate
consumers to reach their
goals will be welcomed.”

58. CURRENCIES
OF CHANGE
airBaltic
Frequent fliers rewarded for
burning inflight calories

59. CURRENCIES
OF CHANGE
Alfa-Bank
Bank incentivizes exercise with
higher interest rates

60. CURRENCIES
OF CHANGE
UNAM Foundation
Recycled plastics exchanged for bus
travel, airtime and more.

61. CURRENCIES
OF CHANGE
Etiqa MotorTakaful
Auto insurer rewards young
drivers for slowing down

62. How could you incentivize
consumers’ BETTERMENT?
LIGHT-BULB MOMENT:

63. Vision
New business concepts
New products, services,
experiences
Marketing, advertising, PR
WHERE
TO
APPLY

64. WHO?

65. SYMPATHETIC
PRICING
CURRENCIES
OF CHANGE
POLITENESS
PAYS
POST
DEMOGRAPHIC
CONSUMERISM
VIDEO
VALETS
FIVE
TRENDS
FOR 2015

66. POLITENESS
PAYS

67. “In 2015, smart brands
will realize that it's often
other consumers who have
the greatest impact on
customer experience –
good or bad.”
POLITENESS
PAYS

68. POLITENESS
PAYS
La Petite Syrah
Café rewards polite patrons with
discounts

69. Meadowhall
Mall unveils lanes for fast and slow
shoppers
POLITENESS
PAYS

70. BFF Timeout: encourages
Filipinos to focus on each
other rather than their
phones
POLITENESS
PAYS

71. LIGHT-BULB MOMENT:
Are there any ways you can help your
customers to be more considerate?

72. Vision
New business concepts
New products, services,
experiences
Marketing, advertising, PR
WHERE
TO
APPLY

73. WHO?

74. SYMPATHETIC
PRICING
CURRENCIES
OF CHANGE
POLITENESS
PAYS
POST
DEMOGRAPHIC
CONSUMERISM
VIDEO
VALETS
FIVE
TRENDS
FOR 2015

75. CURRENCIES
HERITAGE
HERESY
OF
CHANGE

76. Versace
Fashion brand partners with singer
for counterfeit-inspired collection
HERITAGE
HERESY

77. Four Seasons
Luxury hotel brand launches food
truck road trip
HERITAGE
HERESY

78. POST
CURRENCIES
DEMOGRAPHIC
OF
CONSUMERISM
CHANGE

79. “People’s consumption
patterns are much less
predictable by traditional
demographics: age/
gender/ place/ income”
PDC

80. “Yes, younger people are
(still) usually the earliest
adopters. But little, if
anything, now remains
the preserve of a single
demographic for long.”
PDC

81. CURRENCIES
GLOBAL
CULTURE
OF
CHANGE
72% of BRIC millennials feel that ‘people
are more alike around the world than
they are different

82. SHARED
(BRAND)
EXPERIENCE

83. CURRENCIES
SHIFTING
STATUS
SHIFTING
OF
STATUS
CHANGE
48% of neo-sharers are 18-34.
33% are 35-54, and 19% are 55+.

84. “If you look at the list of
the 1,000 favorite artists
for 60-year-olds and the
1,000 favorite artists for
13-year-olds, there is a
40%overlap”
(Guardian, May 2014)
SILO
EXPLOSION

85. COLLAPSE
CURRENCIES
OF
OF
CONVENTION
CHANGE

86. “In 2013, 16%of new
mothers were unmarried
(up from 10% in 2009)”
GfK Roper, via JWT.
COLLAPSE
OF
CONVENTION

87. BLURRED
DEMO-GRAPHICS
There has been a 400% increase in multi-racial
marriages in the US in 30 years

88. SO WHAT?

89. POST DEMOGRAPHIC CONSUMERISM
NEW
NORMAL
Coca Cola:
Superbowl ad celebrates racial
diversity

90. POST DEMOGRAPHIC CONSUMERISM
NEW
NORMAL
Tanishq:
Indian jewelry ad celebrates
remarriage

91. POST DEMOGRAPHIC CONSUMERISM
Four Seasons
Luxury hotel brand launches food
truck road trip
HERITAGE
HERESY

92. POST DEMOGRAPHIC CONSUMERISM
HYPER
DEMOGRAPHIC
IRONY
Lean Machine Ale:
Low-calorie beer aids post-workout
recovery

93. POST DEMOGRAPHIC CONSUMERISM
CROSS
DEMOGRAPHIC
FERTILIZATION
DDP Yoga:
Ex-wrestler creates ‘macho’
yoga

94. WHO?

95. LIGHT-BULB MOMENT:
How will a post-demographic world
shape your marketing in 2015?

96. Just the tip of the iceberg

97. A framework for understanding

98. CHANGE

99. CHANGE?

100. EXPECTATION
GAP

101. APPLY
!
APPLY
!
APPLY
!

102. Vision
New business concepts
New products, services,
experiences
Marketing, advertising, PR
WHERE
TO
APPLY

103. WHO?

104. www.trendwatching.com/trends/consumertrendcanvas

105. GOOD
TIMES!

106. TEŞEKKÜR EDERIM!
henry@trendwatching.com