1) The document discusses how cultural, economic, and technological changes are impacting consumers globally and creating new opportunities for gum. It analyzes trends like urbanization, fast-paced lives, stress, and competitiveness that are driving consumers to seek moments of pause and focus in order to cope. 2) Gum is positioned as a way to fill liminal spaces in busy lives, create rhythm in asynchronous schedules, and allow consumers to temporarily disengage from constant stimulation in order to get in a "flow state" and perform at their best. Chewing gum can provide physical outlet and mental mirroring of activity even for sedentary lifestyles. 3) The document argues gum can help time

1. 1"
Cultural"intelligence"
CHEWING""
GUM"&""
"
THE""
GLOBAL"
CONSUMER"
ANNIE"AUERBACH"
Interna'onal*Chewing*Gum*Associa'on*6*May*2014*

2. 2"
Cultural"intelligence"
L O N D O N · S I N G A P O R E · T O K Y O · N E W Y O R K · S H A N G H A I
WE DELIVER
STRATEGIC
CONSUMER INSIGHT
THROUGH A
CULTURAL LENS

3. 3"
Cultural"intelligence"
W E H AV E O F F I C E S I N S I X L O C AT I O N S B U T W O R K
A L L O V E R T H E W O R L D … A N D N O W O N E M O R E
LONDON
SINGAPORE
TOKYO
NEW YORK
SHANGHAI
MUMBAI
SÃO
PAULO

4. 4"
Cultural"intelligence"
… D E L I V E R I N G B I G I D E A S W H I C H
C R E AT E O P P O R T U N I T I E S F O R G R O W T H
THROUGH
CULTURE TO
BIG IDEAS

5. 5"
Cultural"intelligence"
HOW WE WORK
PEOPLE BRANDS
I N C I S I V E S T R AT E G I C T H I N K I N G T O S H A P E
S U C C E S S F U L , S U S TA I N A B L E , C U LT U R A L LY - R E S O N A N T B R A N D S
CULTURE

6. 6"
Cultural"intelligence"
WHO WE ARE
Cultural Intelligence is
a specialist
consultancy practice
within Flamingo.
We analyse drivers of
change, cultural shifts,
trends and tensions
and use inspiration
from the world’s best
cultural thinkers and
makers to open up
new and emergent
perspectives on brand
questions.
ABOUT
CULTURAL
INTELLIGENCE

7. 7"
Cultural"intelligence"
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.

8. 8"
Cultural"intelligence"
BIG GLOBAL DRIVERS FOR THE FUTURE GUM CONSUMERS
URBANISATION + FAST PACE OF CHANGE +
TECHNOLOGY BOOM
Opportunity, dynamism, modernity

9. 9"
Cultural"intelligence"
AND EMERGING OPPORTUNITIES FOR GUM…
URBANISATION + FAST PACE OF CHANGE +
TECHNOLOGY BOOM
Opportunity, dynamism, modernity
TIME HARRIEDNESS: OUT OF SYNCH
MENTAL STRESS, ANXIETY: TIRED, BUT WIRED
COMPETITIVE WORLD: A NEED FOR PERSONAL EDGE

10. 10"
Cultural"intelligence"
OUT*OF*SYNCH*
LIVES*
Society"is"atomising"and"
fragmenMng:"
"
• "flexible"working"paUerns"
• "family"structures"breaking"
down,"rise"of"the"singleton"
• "feeling"that"the"pace"of"life"
erodes"relaMonships"and"
forces"out"of"synch"with"our"
loved"ones"
"
"
The"chances"of"South"Korean"women"
never"marrying"have"risen"from"9%"in"
2000"to"15%"today"
Women&in&S&Korea&&The&Economist&2013&
&
Divorce"rate"in"Delhi"doubled"in"past"4"
years.""Punjab"and"Haryana"have"seen"an"
increase"of"150%"in"last"decade""
Indiadivorce.com&

11. 11"
Cultural"intelligence"OUT*OF*SYNCH*LIVES*
Commuters)travel)on)the)Tokyo)subway)per)year.)
2.4bn)in)Moscow,)2bn)in)Seoul)and)Shanghai)and)
1bn)in)London)3bn"" Katherine&Schulz&Richard,&About.com&&

12. 12"
Cultural"intelligence"
OUT*OF*SYNCH*LIVES*
LIFE*IN*TRANSIT*
*
We"are"spending"most"of"our"
leisure"Mme"commuMng"in"a"high"
stress"environment.""
"
The"world"average"commuMng"Mme"is"40"
minutes"one"way"(worldmapper.org);"
while"35%"of"global"commuters"regularly"
experience"delays"of"over"an"hour"on"their"
commutes"to"an"from"work.""
IBM&Global&Commuter&Pain&Survey,&2011&"
"
Liminal,"or"‘in"between’"spaces"
are"becoming"incredibly"valuable."
"
We"have"zero"tolerance"for"
downeMme.*
"
Those)‘between)spaces’)in)our)lives)–)when)we)are)on)the)train,)in)a)cab,)at)an)airport)
–)add)an)extra)£9bn)a)year)to)the)economy)(Britain)on)the)Move,)CBS)Outdoor)&

13. 13"
Cultural"intelligence"OUT*OF*SYNCH*LIVES*
Billion)cups)of)coffee)are)drunk)everyday.)Coffee)
is)a)proxy)for)a)much)needed)pause,)providing)a)
miniLboost)to)get)us)through)the)day.))1.6" Source:&InternaIonal&Coffee&OrganisaIon&

14. 14"
Cultural"intelligence"
“We$have$more$'break'$
times$than$ever$but$
these$often$turn$out$$to$
be$moments$of$empty$
space$in$our$busy$
lifestyles”$
Prof.&Dale&Southerton,&Sociologist,&The&University&of&Manchester&
OUT*OF*SYNCH*LIVES*

15. 15"
Cultural"intelligence"
OUT*OF*SYNCH*LIVES*
ON6DEMAND*LIVES*
The"emergence"of"on"demand"TV"
means"that"viewers"can"watch"
their"favourite"shows"on"their"
own"schedule"and"ogen"mulMple"
episodes"at"a"Mme.""
"
Snacking"has"replaced"the"
tradiMonal"three"square"meals"
ritual"
"
We’re"snacking"and"bingeing"and"
seeing"the"erosion"of"our"
rouMnes,"a"lack"of"anchors"which"
bring"us"in"synch"with"ourselves"
and"our"loved"ones"
Snacking"will"be"so"ubiquitous,"the"term"‘snacking’"
will"cease"to"exist."It"will"just"be"‘eaMng’."
)Dr)Morgaine)Gaye,)Food)Futurologist))

16. 16"
Cultural"intelligence"
When$the$family$does$
eat$together,$40%$start$
eating$before$others$
arrive,$38%$use$mobile$
phones$and$10%$think$
it’s$OK$to$wear$
headphones$
Survey&by&Bisto&2011&
OUT*OF*SYNCH*LIVES*

17. 17"
Cultural"intelligence"
GUM*FILLS*OUR*LIMINAL*SPACE*
Our"low"tolerance"of"downMme"and"‘empty"space’"is"a"rich"
opportunity"for"gum.""

18. 18"
Cultural"intelligence"
GUM*IS*A*PUNCTUATION*IN*OUR*ALWAYS6ON*LIVES*
Gum"injects"a"pause"in"the"day"that"allows"us"to"stop"and"think,"giving"us"a"
greater"feeling"of"control"over"the"cadence"of"life.""

19. 19"
Cultural"intelligence"
GUM*CREATES*RHYTHM*IN*AN*AGE*OF*ASYNCHRONICITY*
As"we"demand"more"from"our"Mme"during"the"day,"keeping"a"rhythm"to"help"
cope"with"chaoMc"schedules"can"be"essenMal"to"maintaining"an"understanding"
and"sense"of"order."

20. 20"
Cultural"intelligence"TIRED*BUT*WIRED*
2.*TIRED*BUT**
WIRED*"
• Technology"is"fuelling"a"world"
where"it’s"almost"impossible"to"
disconnect"and"zone"out"
• Busyness"is"the"new"social"
currency"
• Economic"squeeze"is"puing"
the"pressure"on"us"to"‘do’"
more"than"ever"to"feel"secure"
in"our"jobs"and"family"life."A"
culture"of"presenteeism"
"

21. 21"
Cultural"intelligence"TIRED*BUT*WIRED*
check)their)smartphones)every)morning)within)
an)hour)of)waking)up.)72%"Sleeping&with&your&Smartphone:&How&to&Break&the&24/7&Habit&and&Change&the&Way&You&Work,&2012&

22. 22"
Cultural"intelligence"TIRED*BUT*WIRED*
2.*TIRED*BUT**
WIRED*
"
We"are"confusing"mental"
exhausMon"with"physical"exerMon"
"
• Our"lifestyles"are"increasingly"
more"sedentary"
• People"are"spending"17"hours"
and"30"minutes"each"day"at"
home."20"minutes"longer"than"
in"2010."UK*IPA*TouchPoints*4*
• We"channel"all"our"energy"in"
social"media"&"gaming"that"
fuels"our"adrenaline"
Every"hour"you"sit"reduces"your"
lifespan"by"22"minutes"e"
compared"with"11"minutes"
knocked"off"by"a"cigareUe"
The"Daily"Telegraph"2014"
"

23. 23"
Cultural"intelligence"
TIRED*BUT*WIRED*
WE*CAN*CONQUER*KINGDOMS*WITHOUT*PHYSICALLY*MOVING*
IN*THE*MACHINE*ZONE*
Anthropologist"Natasha"Schull"
argues"that"social"networks’"
plakorms"are"designed"to"induce"
a"state"of"addicMon"akin"to"
gambling;"she"calls"this"the"
‘machine"zone’:""
"
“It's)a)powerful)spaceLSme)
distorSon.)You)hit)a)buUon.)
Something)happens.)You)hit)it)
again.)Something)similar,)but)not)
exactly)the)same)happens.)Maybe)
you)win,)maybe)you)don't.)
Repeat.)Repeat.)Repeat.)It's)the)
pleasure)of)the)repeat,)the)
security)of)the)loop.”)
)
10,000""
The"number"of"hours"the"average"
young"person"spends"gaming"by"
the"Mme"they"reach"21."
"
TIRED*BUT*WIRED*
Source:&Jane&McGonigal&Ted&Talk&on&serious&games.&&

24. 24"
Cultural"intelligence"
“Screen$technologies$cause$high$arousal,$which$in$turn$
activates$the$brain$system’s$underlying$addiction$and$
reward,$resulting$in$the$attraction$of$yet$more$screenGbased$
activity”$
Y&B.&Susan&Greenfield,&CBE,&Telegraph&
TIRED*BUT*WIRED*

25. 25"
Cultural"intelligence"
CHEWING*GUM*PROVIDES*OUTLET*FOR*PHYSICALITY*
Gum"allows"us"to"expend"our"penteup"physical"energy"and"adrenaline."

26. 26"
Cultural"intelligence"
THE*ACT*OF*CHEWING*GUM*MIRRORS*OUR*MENTAL*ACTIVITY*
Even"whilst"we’re"living"sedentary"lives…"

27. 27"
Cultural"intelligence"A*NEED*FOR*PERSONAL*EDGE*
3.*A*NEED*FOR*
PERSONAL*EDGE*
"
In"a"world"where"there"is"a"
significant"growth"in"the"middle"
classes"and"jobs"are"becoming"
increasingly"white"collared"and"
compeMMve,"being"at"your"best"is"
an"imperaMve."
"
CompeMMon:"the"need"to"stand"
our"personally"&"professionally"
"
Globally"we"are"moving"towards"
parity"across"educaMon"levels"and"
wealth.""
"

28. 28"
Cultural"intelligence"
‘The$world$is$no$longer$separated$into$the$West$and$the$rest.$
Most$of$humanity$is$now$in$the$large,$dromedaryGlike$hump$in$
the$middle”$
The&Poverty&Curve:&From&Two&humps&to&One.&The&Bill&Gates&2014&Annual&Le]er&
A*NEED*FOR*PERSONAL*EDGE*

29. 29"
Cultural"intelligence"
4.9"bn"people)expected)to)be)in)the)global)middle)class)by)2030.)
United&NaIons,&world&habitat&Study,&2013&
A*NEED*FOR*PERSONAL*EDGE*

30. 30"
Cultural"intelligence"
“For$China's$emerging$middle$class,$this$is$an$age$of$aspiration
—but$also$a$time$of$anxiety.$Opportunities$have$multiplied,$but$
each$one$brings$pressure$to$take$part$and$not$lose$out”$
Leslie&Chang,&NaIonal&Geographic&,&China’s&Middle&Class&
A*NEED*FOR*PERSONAL*EDGE*

31. 31"
Cultural"intelligence"
"The$whole$[Marginal$Gains]$
principle$came$from$the$idea$
that$if$you$broke$down$
everything$you$could$think$of$
that$goes$into$riding$a$bike,$and$
then$improved$it$by$1%,$you$will$
get$a$signiTicant$increase$when$
you$put$them$all$together,”$
$
Sir$Dave$Brailsford,$Team$Sky$GM$$
Source:&&BBC,&2012&

32. 32"
Cultural"intelligence"
“The$average$’knowledge$worker’$switches$tasks$every$three$
minutes,$and,$once$distracted,$it$takes$nearly$a$halfGhour$to$
resume$the$original$task.”$
Maggie&Jackson,&author,&Distracted:&The&Erosion&of&A]enIon&and&the&Coming&Dark&Age&
A*NEED*FOR*PERSONAL*EDGE*

33. 33"
Cultural"intelligence"
Mihaly&Csikszentmihalyi,&author&Flow&
"Do$you$ever$get$
involved$in$something$
so$deeply$that$nothing$
else$seems$to$matter$
and$you$lose$track$of$
time?"$
A"NEED"FOR"PERSONAL"EDGE*

34. 34"
Cultural"intelligence"
GUM*GIVES*YOU*EDGE*IN*A*COMPETITIVE*WORLD*
In"a"compeMMve"environment"where"distracMon"is"increasingly"a"
major"culprit,"gum"gets"you"‘in"the"zone’"and"gives"you"an"edge"ahead"
of"the"rest."""

35. 35"
Cultural"intelligence"
GUM*BRINGS*FOCUS*AND*GETS*YOU*INTO*YOUR*FLOW*
Rhythmic""chewing"is"a"means"to"block"out"the"world,"focus"your"
aUenMon"on"the"task"at"hand…"an"aid"to"mindfulness?""

36. 36"
Cultural"intelligence"
BIG GLOBAL DRIVERS FOR THE FUTURE GUM CONSUMERS
URBANISATION + TECHNOLOGY BOOM
Opportunity, dynamism, modernity
TIME HARRIEDNESS: OUT OF SYNCH
Gum gives me rhythm and punctuation in always on lives

37. 37"
Cultural"intelligence"
BIG GLOBAL DRIVERS FOR THE FUTURE GUM CONSUMERS
URBANISATION + TECHNOLOGY BOOM
Opportunity, dynamism, modernity
TIME HARRIEDNESS: OUT OF SYNCH
Gum gives me rhythm and punctuation in always on lives
MENTAL STRESS, ANXIETY
Gum is a physical outlet for pent-up frustrations in our tech-heavy lives

38. 38"
Cultural"intelligence"
BIG GLOBAL DRIVERS FOR THE FUTURE GUM CONSUMERS
URBANISATION + TECHNOLOGY BOOM
Opportunity, dynamism, modernity
TIME HARRIEDNESS: OUT OF SYNCH
Gum gives me rhythm and punctuation in always-on lives
MENTAL STRESS, ANXIETY
Gum is a physical outlet for pent-up frustrations in our tech-heavy lives
A MORE COMPETITIVE WORLD
Gum gives me flow, concentration & edge in a more competitive world

39. 39"
Cultural"intelligence"
Thank*You**
Annie*Auerbach*
Global"head"of""
Cultural"Intelligence"
"
Annie.auerbach@flamingogroup.com"
"
@annieauerbach"
"
*

40. 40"
Cultural"intelligence"
Created by:
Annie Auerbach
Email:
Annie.auerbach@flamingogroup.com
Postal Address:
1st Floor, 1 Riverside
Manbre Road, London
W6 9WA
Telephone:
+44 207 348 4950 (Switchboard)
Website:
flamingogroup.com
Blog:
flamingolondon.com
Twitter:
@flamingolondon