Brazil’s generation Z has been shaped by the country's spectacular economic rise in recent years, as well as its persistent social inequality. The latest report from the Innovation Group at J. Walter Thompson Intelligence covers emerging trends across technology, media, retail, beauty and more for this generation that represents more than $35 billion in annual spending power and almost 17% of the population in Brazil, one of the world’s most important emerging markets. For the full report, visit www.jwtintelligence.com
You've no doubt heard about Millennials (also known as Generation Y, born after 1980) for years now. ... Born after 1995, members of the emerging Gen Z are expected to become the dominant business influencers of tomorrow
Gen Z, also known as the Swipe Generation, is about to change the world and set it on fire. Learn more about this creative, committed, social conscious generation and how to communicate, manage and motivate them.
Masculinity was more clearly defined when “men were men,” as the phrase goes. Today, as gender conventions blur, men are formulating more nuanced ideas of what it means to be a man. The household in particular is becoming more gender-neutral as men both embrace a more active role and get pushed into it out of necessity.
“The State of Men” examines shifts in male roles, behavior, attitudes and mindsets, focusing on how masculinity is being redefined circa 2013, how men’s role in the home is changing and how men are navigating the new gender order.
The report is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year. For this report, we surveyed 1,000 adults aged 18-plus in the U.S. and the U.K. from April 29-May 2, 2013 using SONAR™, JWT’s proprietary online panel. The report also includes input from experts and influencers in male trends and JWT’s Planning Foresight group in London, as well as JWT planners around the globe, including Argentina, Colombia, Venezuela, Australia, Spain, Poland, Japan and Thailand.
Go to JWTIntelligence.com/trendletters to see the full report, with recommendations for brands and additional data.
You've no doubt heard about Millennials (also known as Generation Y, born after 1980) for years now. ... Born after 1995, members of the emerging Gen Z are expected to become the dominant business influencers of tomorrow
Gen Z, also known as the Swipe Generation, is about to change the world and set it on fire. Learn more about this creative, committed, social conscious generation and how to communicate, manage and motivate them.
Masculinity was more clearly defined when “men were men,” as the phrase goes. Today, as gender conventions blur, men are formulating more nuanced ideas of what it means to be a man. The household in particular is becoming more gender-neutral as men both embrace a more active role and get pushed into it out of necessity.
“The State of Men” examines shifts in male roles, behavior, attitudes and mindsets, focusing on how masculinity is being redefined circa 2013, how men’s role in the home is changing and how men are navigating the new gender order.
The report is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year. For this report, we surveyed 1,000 adults aged 18-plus in the U.S. and the U.K. from April 29-May 2, 2013 using SONAR™, JWT’s proprietary online panel. The report also includes input from experts and influencers in male trends and JWT’s Planning Foresight group in London, as well as JWT planners around the globe, including Argentina, Colombia, Venezuela, Australia, Spain, Poland, Japan and Thailand.
Go to JWTIntelligence.com/trendletters to see the full report, with recommendations for brands and additional data.
Millennials or Centennials? Following The Needs of The Silver GenerationKim Bingham
In the quest for growth, many organisations focus on “what’s new” and the tastes of the young. A contrarian approach, focused on the elderly, may be larger and more profitable. Do you have a strategy for the fastest growing demographic in the world?
The second edition of Ford’s annual publication on micro trends, Looking Further with Ford, examines the drivers of change and the complex response of consumers worldwide. This collection of 10 micro trends reflects our view of the attitudes that will alter consumer dynamics across the globe in 2014 and beyond.
Gen X were the slackers, the latchkey kids, the middle children of generations...but a funny thing happened on the way to Gen X at 50. They became the new middle, holding political and purchase power for themselves and their Millennial and Boomer relatives. Ignore them at your peril.
www.reports.sparksandhoney.com
Gender and traditional demographics are becoming less and less relevant. Toy, influencers, education, beauty, media, and shopping trends are discussed.
This report invites you to deep dive into the minds, behaviours and online habits of Generation Z.
Unpacking some of the key reports and surveys on Generation Z from the last two years, this report collates the most important findings and insights (...so you don’t have to!) to inform new ideas and ways in to creating content that will engage with this lucrative, generational audience.
Over the past 10 years men have been portrayed as idiotic, coddled, domestically challenged buffoons, never to be trusted (especially with their own children). However, considering recent reports and failed brand efforts targeting contemporary men ... we thought we'd take a closer look. Check out our latest contextual piece exploring contemporary masculinity.
Meet Generation Z: Forget Everything You Learned About Millennialssparks & honey
Marketers have been focused on Gen Y (a.k.a. Millennials) for more than a decade. In fact, Millennials are the most researched generation in history!
But Gen Z (born 1995 to present) is different from the Millennial generation. In many ways, Gen Zers are the opposites or extreme versions of Millennials and marketers need to adjust to them.
We are just beginning to understand Gen Z and its impact on the future, but this report explores what we know and foresee.
The 'Hunger Games' Generation: 7 insights into 'Gen Z'Brand Genetics
Whether or not they’re your target audience today, Gen Z are already starting to influence how the world works. Their traits are only just starting to emerge but they show a marked difference to Gen Y / Millennials. Brand Genetics distilled existing studies and its own experience to uncover key Gen Z needs, identifying 7 relevant innovation opportunities that can help your business stay ahead of the game.
Into Z Future, Understanding Generation Z, the Next Generation of Super Creat...Mercadotecnia Total
Snapchat en conjunto con JWT Intelligence presentan el estudio "Into Z Future, Understanding Generation Z, the Next Generation of Super Creatives"
Donde podemos observar algunos insights interesantes:
- "Los gen Z son absolutamente más creativos, pero son más utilitarios que otras generaciones".
- "56% de los gen Z's usan aplicaciones sociales para expresarse creativamente".
- "Gen Z tiene una relación única con la cultura digital que se manifiesta el uso de herramientas que ocupan para crear contenidos".
- "Los gen Z combinan el panorama digital, con la artesanía y la estética".
Baby Boomers: The sweet-spot demographic in the middle of the actionBOOMbox Network
Marketing lessons about talking to the baby boomer audience. Where are they? What are they doing? What do they think? How can you tell them about your products and services?
As part of our monthly presentation on the post-Millennials, we're exploring Gen Edge's philanthropic spirit, social consciousness, and entrepreneurial attitude towards making the world a better place.
If businesses are still focused on mastering communication with the Millennials, they will fast fall behind. Because Generation Z is already forming brand preferences, spending their allowances, and becoming entrepreneurs.
A glimpse into the world of Gen Z - an 8 page Gen Z Manifesto that summarizes the upcoming book, The Gen Z Effect: The Six Forces Shaping the Future of Business, available 11/11/14 at bookstores everywhere. Written by Dan Keldsen and Thomas Koulopoulos.
Who is Gen Z? What makes them tick? What is an accident of birth, and a purposeful decision?
Are YOU Gen Z?
It’s a new era—welcome to the Control Shift. Exchanging data for utility, people are delegating an increasing amount of control over their lives to technology. Brands can capitalize on this societal change by positioning themselves as trusted partners and fostering consumer empowerment.
Natural is back—As anxious consumers reject an industrial system that appears increasingly toxic and damaging to health, they are turning toward natural products as a solution. Raised on digital culture, they no longer see nature and technology as mutually exclusive, and are combining the best aspects of both to build New Natural lifestyles.
Millennials or Centennials? Following The Needs of The Silver GenerationKim Bingham
In the quest for growth, many organisations focus on “what’s new” and the tastes of the young. A contrarian approach, focused on the elderly, may be larger and more profitable. Do you have a strategy for the fastest growing demographic in the world?
The second edition of Ford’s annual publication on micro trends, Looking Further with Ford, examines the drivers of change and the complex response of consumers worldwide. This collection of 10 micro trends reflects our view of the attitudes that will alter consumer dynamics across the globe in 2014 and beyond.
Gen X were the slackers, the latchkey kids, the middle children of generations...but a funny thing happened on the way to Gen X at 50. They became the new middle, holding political and purchase power for themselves and their Millennial and Boomer relatives. Ignore them at your peril.
www.reports.sparksandhoney.com
Gender and traditional demographics are becoming less and less relevant. Toy, influencers, education, beauty, media, and shopping trends are discussed.
This report invites you to deep dive into the minds, behaviours and online habits of Generation Z.
Unpacking some of the key reports and surveys on Generation Z from the last two years, this report collates the most important findings and insights (...so you don’t have to!) to inform new ideas and ways in to creating content that will engage with this lucrative, generational audience.
Over the past 10 years men have been portrayed as idiotic, coddled, domestically challenged buffoons, never to be trusted (especially with their own children). However, considering recent reports and failed brand efforts targeting contemporary men ... we thought we'd take a closer look. Check out our latest contextual piece exploring contemporary masculinity.
Meet Generation Z: Forget Everything You Learned About Millennialssparks & honey
Marketers have been focused on Gen Y (a.k.a. Millennials) for more than a decade. In fact, Millennials are the most researched generation in history!
But Gen Z (born 1995 to present) is different from the Millennial generation. In many ways, Gen Zers are the opposites or extreme versions of Millennials and marketers need to adjust to them.
We are just beginning to understand Gen Z and its impact on the future, but this report explores what we know and foresee.
The 'Hunger Games' Generation: 7 insights into 'Gen Z'Brand Genetics
Whether or not they’re your target audience today, Gen Z are already starting to influence how the world works. Their traits are only just starting to emerge but they show a marked difference to Gen Y / Millennials. Brand Genetics distilled existing studies and its own experience to uncover key Gen Z needs, identifying 7 relevant innovation opportunities that can help your business stay ahead of the game.
Into Z Future, Understanding Generation Z, the Next Generation of Super Creat...Mercadotecnia Total
Snapchat en conjunto con JWT Intelligence presentan el estudio "Into Z Future, Understanding Generation Z, the Next Generation of Super Creatives"
Donde podemos observar algunos insights interesantes:
- "Los gen Z son absolutamente más creativos, pero son más utilitarios que otras generaciones".
- "56% de los gen Z's usan aplicaciones sociales para expresarse creativamente".
- "Gen Z tiene una relación única con la cultura digital que se manifiesta el uso de herramientas que ocupan para crear contenidos".
- "Los gen Z combinan el panorama digital, con la artesanía y la estética".
Baby Boomers: The sweet-spot demographic in the middle of the actionBOOMbox Network
Marketing lessons about talking to the baby boomer audience. Where are they? What are they doing? What do they think? How can you tell them about your products and services?
As part of our monthly presentation on the post-Millennials, we're exploring Gen Edge's philanthropic spirit, social consciousness, and entrepreneurial attitude towards making the world a better place.
If businesses are still focused on mastering communication with the Millennials, they will fast fall behind. Because Generation Z is already forming brand preferences, spending their allowances, and becoming entrepreneurs.
A glimpse into the world of Gen Z - an 8 page Gen Z Manifesto that summarizes the upcoming book, The Gen Z Effect: The Six Forces Shaping the Future of Business, available 11/11/14 at bookstores everywhere. Written by Dan Keldsen and Thomas Koulopoulos.
Who is Gen Z? What makes them tick? What is an accident of birth, and a purposeful decision?
Are YOU Gen Z?
It’s a new era—welcome to the Control Shift. Exchanging data for utility, people are delegating an increasing amount of control over their lives to technology. Brands can capitalize on this societal change by positioning themselves as trusted partners and fostering consumer empowerment.
Natural is back—As anxious consumers reject an industrial system that appears increasingly toxic and damaging to health, they are turning toward natural products as a solution. Raised on digital culture, they no longer see nature and technology as mutually exclusive, and are combining the best aspects of both to build New Natural lifestyles.
It’s a new era—welcome to the Control Shift. Exchanging data for utility, people are delegating an increasing amount of control over their lives to technology. Brands can capitalize on this societal change by positioning themselves as trusted partners and fostering consumer empowerment.
A geração Z brasileira – a que sucedeu os millennials e hoje tem entre 12 e 19 anos de idade – cresceu dentro do período mais próspero da história brasileira. Isso diferencia bastante seus integrantes em comparação aos da mesma geração nos Estados Unidos e no Reino Unido, que até agora têm vivido a maior parte de suas vidas dentro de uma economia prejudicada. Graças à internet e à globalização, a cultura teen global está mais homogênea hoje do que jamais já esteve – mas a geração Z brasileira, no entanto, tem uma perspectiva única.
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.
Meet generation Z, the 12- to 19-year-old cohort, who care deeply about ethical consumption, are the most progressive generation to date, use digital technology more than any previous group, and are set to change the world with their optimism and ambition.
This is an executive summary of the report. To purchase the full 79-page report, visit www.jwtintelligence.com.
Frontier(less) Retail—an Innovation Group report created in partnership with WWD, the leading fashion, beauty and retail authority—reveals a retail landscape that has become borderless, blurred and amorphous.
Consumer expectations are becoming limitless—whether it’s instant delivery, intuitive commerce or compelling store experiences. Interfaces for retail are moving beyond the smartphone into our home environments, and the digital and physical worlds are blurring in new ways.
In January 2016, a team of J. Walter Thompson Company researchers spent 10 days in Cuba interviewing more than 40 Cubans about their lives, the economy, and opportunities as relations with the United States improve. The result is The Promise of Cuba. Here we offer a free excerpt of the full 78-page report.
This year's Cannes Lions International Festival of Creativity touched on a range of buzzworthy topics, from artificial intelligence to new media to gender equality. Here's our roundup of key takeaways and analysis from the event.
Everything Marketers Need to Know About Generation ZVision Critical
New data on Gen Z attitudes on media consumption, travel, financial services, health care, retail and more. This exclusive report also reveals important differences between Millennials and Generation Z.
GenZ is the largest generation yet and they are truly digital natives. The attitudes and behaviors of Zs will have a huge impact on the future of technology. Grounded in data from hundreds of online research sessions, diaries, and interviews, learn what Gen Z really does online and the ways it will change how we design the experience.
O Rolé Jovem é um estudo qualitativo de cunho etnográfico que teve o objetivo de identificar o retrato do jovem carioca.
Acreditamos que o conceito de ser jovem em nada tem a ver com cronologia, mas sim com um estilo de vida. Com esse mindset, o Rolé Jovem foi idealizado.
Fizemos uma pesquisa com 140 jovens, dando um rolé por todas as Zonas da cidade, sem estereótipos e de forma humana, analisando 5 drivers comportamentais comuns aos jovens do Rio.
Queremos provocar você a enxergar o jovem sob um novo olhar pulsante. O do Rolé Jovem. #PARTIUROLÉ
This report outlines 10 of the most compelling macro trends identified today—trends 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 they’re 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 payments and currency systems are on the verge of disruption. Payments are getting digitized and going mobile, wearable and biometric, while the rise of cryptocurrencies is prompting new ideas about what currency can be. Millennials, not wedded to the status quo when it comes to money, will drive this shift. This report takes a look at the myriad new ways to pay and how the concept of currency is evolving to encompass everything from bitcoin to social media shares. We also spotlight how disruption is opening the way for new players to act as middlemen between consumers and their money, along with results of a survey exploring U.S. and U.K. consumer attitudes toward payments and currency.
Note: This is an abridged version of the 62-page report. Go to JWTIntelligence.com/trendletters to download the full report at no cost.
The notion of family is rapidly evolving, but many brands aren’t yet portraying the new reality of today’s families or fully speaking to their needs. Marriage is no longer a given in many parts of the world, nor are children; at the same time, gay couples are embracing these milestones as attitudes and laws change. Meanwhile, as people live longer, more are forming new families in later decades, and households are expanding to include multiple generations. On the other end of the spectrum, more people are living in households of one, forming families out of friends or even treating pets as family. This report spotlights what’s driving these trends, supporting data and examples of how marketers are responding.
Among some of the world’s top corporate leaders, there’s a growing understanding that traditional business models—built on the presumption of unlimited and cheap natural resources—must be reworked for 21st century realities. The circular economy represents a markedly different way of doing business, replacing established practices like planned obsolescence with new approaches to generating profits. This report examines how brands from Puma and Ford to Ikea and Starbucks are becoming more circular, why this concept is gaining more adherents now and implications for brands. The circular economy is an important topic not only because the approach is far better for the planet but also because tapping into its principles may well be essential to long-term competitiveness.
This is an abridged version of the 124-page report. Go to JWTIntelligence.com/trendletters to see the full report, including recommendations for brands
JWT’s third annual report on trends in the mobile sphere spotlights key themes that came out of this year’s Mobile World Congress, Consumer Electronics Show and South by Southwest Interactive, and builds on trends spotlighted in previous reports. The report covers significant drivers and manifestations of these developments, and their implications for brands. “10 Mobile Trends for 2014 and Beyond” is based around on-the-ground research at the MWC in Barcelona and SXSW in Austin, as well as desk research and insights gleaned from interviews with several mobile experts and influencers.
Hot from Brazil: 7 insights into the world of the Brazilian consumerBrand Genetics
Brand Genetics' latest Speed Briefing offers a succinct look at Brazil, a country that has changed rapidly over the last decade, and will soon be the focus of global attention with the FIFA World Cup in 2014 and The Olympics in 2016. But, as the recent protests there have shown, such progress is not always smooth - and Brazil remains a complex market.
We hope these insights into the world of the Brazilian consumer are both thought provoking and useful. As insight and innovation specialists, Brand Genetics is constantly working to understand the direction of change in global markets and identify the implications and opportunities for brands.
Contents
Introduction to CRR
About the Country
Historic Perspective/ Background
Geographic Overview
Governance/ Political System/ International Presence
Industry
Country Selected
Own conclusions
Thanks
deshadi805@gmail.com
Avanse - Why Help International Street Youth? Avanse MicroProjects Series ...AvanseOrg
AVANSE MICROPROJECTS SERIES INTRODUCTION: WHY SUPPORT INTERNATIONAL STREET KIDS ?
Tuesday, February 24th 2015
Presented by Erin Broderick, Director, Secretary and Legal Counsel of Avanse
Hosted by New Generation Power
A conversation examining the unique and complex factors contributing to the street youth crisis in Latin America and the Caribbean in our NEW MicroProjects Series.
More than 100 million children are homeless worldwide, approximately 40 million of which live in Latin America and the Caribbean. Children living on the streets are especially vulnerable to victimization, exploitation, and the abuse of their civil and economic rights. Children often experience the effects of political, economic, and social crises within their countries more severely than adults, and lack the adequate institutional support to address and protect their special needs.
Attached is is the presentation by Avanse and Baker & Mackenzie's, Erin Broderick, an attorney dedicated to street youth advocacy, in a discussion regarding the legal, political, economic, and cultural factors that have perpetuated the street youth problem in Latin America and the Caribbean, the potential for change through global cooperative efforts, and the benefit to the US from investment in the initiative.
The Avanse MicroProjects are a series of focused initiatives intended to identify, cultivate and execute long-term solutions to the everyday obstacles faced by street kids. The program is structured to motivate our community to get involved in the process of developing solutions and directly contribute to advancing the lives of street kids in Latin America and the Caribbean. The series will continue every 4th Tuesday of the month where YOU, our partners, and Avanse will identify solutions to develop programs that impact these street kids' lives based on the research we conduct.
Avanse is a 501(c)3 nonprofit whose mission is to advance the lives of street kids in Latin America and the Caribbean.
Using Cultural Insight as the foundation of their presentation, the Added Value team challenged their clients to rediscover the Brazil of today in order to develop a point of view on the Brazil of tomorrow and to find out whether or not Brazil is still the Eldorado for brands. To get the rest of this presentation or if you want to know how these winds of change impact your business, contact us at info@added-value.fr
China Outbound — a trend report from The Innovation Group at J. Walter Thompson — explores the fastest-growing group of global travelers and what it means for your brand.
Chinese international travel has tripled in the last 10 years to 130 million trips in 2017, with affluent, increasingly adventurous consumers setting the pace of travel retail, hotels and hospitality.
Traditional molds are changing. Singles, younger generations, and those from smaller cities are traveling, making this cohort a powerful, and moving, target.
Our report unearths the new motivations and aspirations behind Chinese travel and identifies 12 emerging types of Chinese travelers, from medical tourists to women travelers to foodies and adventure seekers. There are also filial travelers, treating their aged parents to an overseas holiday, and geopolitical travelers, who are inspired to visit places along the One Belt, One Road network of trade routes in the region.
Free sample from a new report from J. Walter Thompson’s Innovation Group, which tackles one of today’s most explosive consumer sectors: health. “The Well Economy” comes at a time when the definition of “health” is expanding rapidly—as are the industries that cover it. What does it mean to be well? How are health and wellness brands evolving? And most importantly, how can brands reach consumers in this space?
This year’s SXSW Interactive was bigger than ever, with over 33,000 attendees and hundreds of panels and events. Our latest report explores key themes from the ballooning festival, from innovations in sustainability to the new frontier of artificial intelligence and virtual immortality. The report features on-the-ground insights, brand examples and interviews with experts from tech and academia.
Womenomic Luxury, Cognitive Technology, New Wave Boomer Beauty—just a few items from our Future 100 list of what’s next in the year ahead.
It’s a wide-ranging compilation that reflects developments surfacing across sectors including technology, retail, food and beverage, travel, sustainability and luxury. The list also includes new types of goods or businesses, new behaviors and ideas with the potential to ladder up to bigger trends.
With thousands of sessions, a packed exhibit hall floor, hundreds of party and networking opportunities, and dozens of ancillary activities, this year’s SXSW Interactive, which took place March 7-11 in Austin, Texas, was a place ripe for curiosity and exploration. To paraphrase one panelist: SXSW is a living, breathing manifestation of the Internet and culture.
This report highlights 10 overriding themes from the 21st annual festival, based on on-the-ground reporting, input from JWT and Digitaria colleagues in attendance and secondary research.
Edible Packaging, Heads-Up Movement and Haptic Technology—just a few items from our annual list of 100 Things to Watch for the year ahead.
It’s a wide-ranging compilation that reflects developments surfacing across sectors including technology, television, food and spirits, retail, health care and the arts. The list also includes new types of goods or businesses, new behaviors and ideas with the potential to ladder up to bigger trends.
Note: Please download the report for fully functioning links.
In our ninth annual report, we see how consumers are both welcoming and resisting technology's growing omnipresence in our lives. For many, technology serves as a gateway to opportunity and an enabler of hyper-efficient lifestyles, but those who are most immersed are starting to question its effect on their lives and their privacy. One result is that more people are trying to find a balance and lead more mindful, in-the-moment lives.
Our forecast also puts a spotlight on the growth of immersive experiences; the accelerating shift to a visual vocabulary; the new appeal of imperfection; and the rise of telepathic technology, which will enable brands to better understand minds and moods and react in a very personalized way.
The full report-in which we cover each trend in detail, highlighting what's driving the shift, how it's manifesting and what it means for brands-is available at www.jwtintelligence.com
“Retail Rebooted” bundles three trends JWTIntelligence has outlined in recent years that spotlight how retailers are evolving for an increasingly sophisticated digital and data-centric world: Retail As the Third Space, Predictive Personalization and Everything Is Retail. We’ve updated and revised these trends since their initial publication.
The report also maps out 20-plus Things to Watch in Retail, spotlighting a range of developments, from innovative business models to shifting consumer behaviors to the latest tech developments.
This report is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year. It includes input from experts and influencers in retail and data from a survey JWTIntelligence conducted in the U.S. and the U.K. in November 2012, using SONAR™, JWT’s proprietary online tool.
It’s only in the last few decades that cheap and easy alternatives to the post have proliferated, radically reshaping the way in which we correspond. But postal services are here to stay. We still need packages delivered, for one thing, and we’re also developing a greater appreciation for the act of sending and receiving physical mail.
“The Future of Correspondence” assesses the role of mail in the digital age, delving into the rise of “slow communication” and the fusion of digital and physical. It examines what’s driving these developments, the ways in which they’re manifesting and what they mean for marketers. The report also spotlights eight innovative direct mail campaigns and takes a look at how email is evolving, the advent of delivery lockers and new approaches to stamps and addresses.
This report is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year. For this report, JWTIntelligence interviewed relevant influencers and experts, and surveyed 1,200 adults aged 18-plus in the U.S. and the U.K. from Feb. 1-4, 2013, using SONAR™, JWT’s proprietary online tool.
Download the full report at www.jwtintelligence.com
This report examines how some of our macro trends—Peer Power, Predictive Personalization and Hyper-Personalization—are influencing the travel category.
It also spotlights Millennial travelers, whose tastes are influencing the travel industry in a number of ways, and includes a wide-ranging rundown of more than 20 Things to Watch in travel, from Holographic Concierges to Transient Hotels.
“Travel: Changing Course” includes data from a survey we conducted in the U.S. and the U.K. in November 2012, as well as input from experts and influencers in the travel, investment and marketing sectors.
The mobile is moving well beyond its role as a communication device, becoming an enabler for a wide range of experiences from TV viewing to shopping to banking. And mobile connectivity is disrupting industries from retail to auto to finance and beyond. The consensus is that change is occurring at an astonishing scale and speed.
In this report, JWTIntelligence outlines key trends in evidence at the GSMA’s Mobile World Congress, held in Barcelona in late February, along with examples that illustrate these developments and implications for brands. The report also incorporates insights from interviews with several mobile experts and influencers.
With health now viewed in a more holistic way, happiness has been getting folded into the idea of “health and wellness.”
This report examines the rising notion that a happier person is a healthier person—and, in turn, a healthier person is a happier person. The report looks at what’s driving awareness around the health-happiness connection, how this development is playing out in culture and how marketers can leverage it.
This is a complex time for the American Dream, and the run-up to the presidential election makes for an ideal moment to take stock of how this enduring concept is being both affirmed and challenged.
This report spotlights findings from a recent JWTIntelligence survey that tracked how perceptions have shifted in the four years since we conducted a similar study, during the last presidential campaign. It details how Americans define the Dream, the extent to which they believe in it, how and why attitudes toward the Dream are changing, and how these differ by generation. It concludes with takeaways for brands, along with examples of how marketers have tapped into the American Dream in the recent past.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
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.
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.
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
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.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s 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 – 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, you’ll 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, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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.
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 consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ 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
In this session, Demandbase’s 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.
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.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
2. Brazil’s generation Z—the generation after the millennials,
currently aged between 12 and 19 years old—has grown
up in the most prosperous period of Brazilian history.
This makes its members quite different than their peers
in the United States and the United Kingdom, who so far
have mostly known economic malaise. Thanks to the
internet and globalization, teen culture worldwide is more
homogenous than ever before—but Brazil’s generation Z
nonetheless has a unique outlook.
GENERATION Z
3. GENERATION Z 3
GENERATION Z
Young people in Brazil aged 10–19 accounted for some 34.9 million
people as of July 2015, about 16.7% of the country’s total population,
according to the United Nations Population Division. This is roughly
equal to the total number of people in Canada.
Based on research into the amount of weekly spending money
this group receives, conducted by SONAR™, J. Walter Thompson’s
proprietary research unit, we estimate the annual spending power
of generation Z in Brazil at a minimum of $35 billion per year,
representing a major opportunity for marketers.
However, a single number cannot hope to reflect the realities on the
ground in Brazil. The country is known for extreme economic inequality,
which is reflected both within urban areas
and in the divide between the country’s
cosmopolitan urban centers and its far-
flung towns and provinces. A 2013 report
from the Data Popular research institute
found that the millions of Brazilians living
in favelas (informal urban settlements)
would, considered as a single population, make up the country’s fifth-
largest state; while in 2015 the number of billionaires has increased to
56, up from 48 in the previous year, representing a combined wealth of
$148 billion, according to the Hurun Research Institute.
Brazil’s generation Z spent childhood and early adolescence in a
time of sunny optimism in the country. Today’s 19-year-olds were
born two years after the implementation of Plano Real, a 1994 plan
that stabilized the country’s currency, reined in runaway inflation,
and laid the groundwork for the economic boom to come.
INTRODUCTION
Brazil protests against President Rousseff, 2015. Photography by Paulo Whitaker/Reuters.
4. GENERATION Z 4INTRODUCTION
As public attention in Britain and the
United States focused on austerity policies
and crippling unemployment, the future
looked bright in Brazil.
Suddenly, many families could afford luxuries like foreign trips for
the first time. About 400,000 Brazilians visited Disney World in 1997,
up from about 85,000 in 1985, according to the Florida state tourism
division. A trip that had once been a luxury of the wealthy had become
an achievable journey for families enjoying newfound security in the
upper middle classes.
By late 2009, while the West was still reeling from the Great Recession,
Brazil had emerged from a brief economic contraction to reach
GDP growth of 5%, The Economist reported, in an edition with Rio de
Janeiro’s famous Christ the Redeemer statue on its cover, launching
into space like a rocket. The Economist further noted that various
forecasters claimed that Brazil was on course to become the world’s
fifth-largest economy, overtaking both Britain and France; and declared
that the biggest danger facing the country was “hubris.” The World Bank
registered healthy GDP growth of 7.6% in 2010.
As public attention in Britain and the United States focused on austerity
policies and crippling unemployment, the future looked bright in Brazil.
A 19-year-old today remembers little of the global recession that began
in 2007, while a 12-year-old remembers only a climate of optimism and
growth, until quite recently. From 2010, Brazil has consistently achieved
unemployment rates under 8% and these fell as low as 4.3%
in December 2013, according to the country’s national statistics
agency—its best performance in recent decades.
At the moment, Brazil sits between two major events: the 2014 World
Cup and the 2016 Olympic Games in Rio de Janeiro. The country has
never previously occupied such a central position in global culture, or
achieved such economic and political clout.
5. GENERATION Z 5
Nonetheless, Brazil is now experiencing an economic crisis worse than
anything it weathered during the Great Recession. By September 2013,
The Economist was asking whether Brazil had “blown it,” with a cover
depicting the same iconic Christ the Redeemer statue, again as a rocket,
but this time sputtering and plunging off course.
As of August 2015, experts are telling Brazilians that the current
recession could be the country’s worst in 25 years, according to
Bloomberg, with 2016 growth estimated at a sluggish 0.33%. At the
time of writing, Brazil’s president Dilma Rousseff, who entered office
in 2011 after popular predecessor Luíz Inácio da Silva (known as Lula),
had an approval rating of just 8%—a record low, according to The Wall
Street Journal.
While Brazil’s achievements of the past decade have lifted the
country’s middle class and expanded its wealth, members of the
country’s generation Z must contemplate significant political
turmoil and economic uncertainty for the first time in their lives.
Top: MC Ludmilla, real name Ludmila Oliveira da Silva, from Rio de Janeiro, aged 20.
Bottom: Teenage Brazilian Barbers for Vice Media Brasil. Photography by Guilherme Santana, 2015.
INTRODUCTION
6. GENERATION Z 6TRENDS
G E N E R ATIO N Z BY N U M BE RS
They’re ambitious about their role in the future…
78% agree “It’s up to my generation to change the world”
…but jaded about institutions
92% agree that “politicians today are corrupt”
They love YouTube…
50% watch more than two hours of YouTube content each day
…but with poor internet connections, traditional
media remains popular
Only 12% stream movies online in a typical week, while 51%
watch movies in a theater
They still love Facebook…
94% use Facebook, far more than any other social network
…but they’re cautious about what they post
87% think carefully about what they put on social media
They’re happy shopping online…
72% say they are as comfortable purchasing online as offline
…but they prefer shopping offline
64% would rather shop in stores
They’re progressive about race…
59% participate in online or offline events fighting racial discrimination
…but acknowledge there’s more to be done
93% agree racial discrimination still exists today
They think men and women are equal…
77% say that men and women are pretty much equal today
…but they still see discrimination in the workplace
47% think men and women are treated equally in the workplace
7. GENERATION Z 7TRENDS
ATTEND MUSIC CONCERTS
STREAM MOVIES
PLAY A SPORT
WATCH MOVIES IN A MOVIE THEATER
100%
75%
50%
25%
0%
100%
75%
50%
25%
0%
100%
75%
50%
25%
0%
100%
75%
50%
25%
0%
UK
12%
UK
32%
UK
41%
UK
24%
11%
US
32%
US
37%
US
22%
US
22%
BRAZIL
12%
BRAZIL
46%
BRAZIL
51%
BRAZIL
Leisure activities during a typical week
8. GENERATION Z 8
Student
Paulo de Faria, São Paulo state
I go to a private school which is about 36 km from where I live, in a small
city. I’m studying to do a course in medicine, which is the career I want
to have. I also take English classes, as ever since I was a child I have
always wanted to communicate with other people in the world. Now I
can have a reasonable conversation with my American friends.
I use Facebook, Instagram, WhatsApp and occasionally Snapchat.
WhatsApp is used a lot in Brazil. I don’t follow anyone famous on
Instagram. I’m not very interested in the world of fame, but I love the
vlogger JoutJout Prazer with a passion. She uses simple analogies to
talk about serious topics. I admire my former teacher who published
three books, as he came from a poor family and I see him as like a
father to me.
The situation in Brazil has gotten a lot better. My father, a lorry
driver, knows how to write his name and has managed to get ahead
professionally, with a lot of effort, and my mother has finished school.
GABRI E L A ROSSI , 16
8
The situation in
Brazil has gotten
a lot better.
8GENERATION Z 88CASE STUDIES
9. GENERATION Z 9
I am classified as someone with an upper-middle-class income now.
But the government invests in some things to make us smile, and takes
away our happiness with others. They are always short-term solutions.
I think feminists can be over the top, though most of the time I support
their causes. I think the rapist is to blame, not the victim, and short,
low-cut clothes are not an invitation for rape. But I think that your
appearance is what you are selling to the world about what’s inside.
I’ve got dyed red hair and I’ve never been bullied for it, but I’ve seen it
happen to others. Once I qualify as a doctor, I will change my hair back,
as it could make me seem adolescent or even a bit of a rebel. Brazil is
still quite conservative, I think.
I don’t like to spend too much on clothes as I already spend a lot on
my studies, so I buy a lot from fairs which my dad takes me to. The
first time I dyed my hair, it was in the salon, but I maintain it at home
with L’Oréal Professionnel. I love makeup and I use Maybelline—
I think it’s great quality for something you can buy in the pharmacy.
When it comes to Brazilian brands, Vult is good, it has the best
translucent powders.
I haven’t had a smartphone for three months. As the economy
isn’t great at the moment, I haven’t bothered my parents about it.
I survived before I had one and I can carry on without one
perfectly well.
99GENERATION Z 99
Brazil is
still quite
conservative,
I think.
CASE STUDIES
10. The Innovation Group is J. Walter Thompson’s futurism, research and
innovation unit. It charts emerging and future global trends, consumer
change, and innovation patterns—translating these into insight for brands.
It offers a suite of consultancy services, including bespoke research,
presentations, co-branded reports and workshops. It is also active in
innovation, partnering with brands to activate future trends within their
framework and execute new products and concepts. It is led by
Lucie Greene, Worldwide Director of the Innovation Group.
The Innovation Group is part of J. Walter Thompson Intelligence, a platform
for global research, innovation and data analytics at J. Walter Thompson
Company, housing three key in-house practices: SONAR™, Analytics and
the Innovation Group. SONAR™ is J. Walter Thompson’s research unit that
develops and exploits new quantitative and qualitative research techniques
to understand cultures, brands and consumer motivation around the world.
It is led by Mark Truss, Worldwide Director of Brand Intelligence. Analytics
focuses on the innovative application of data and technology to inform and
inspire new marketing solutions. It offers a suite of bespoke analytics tools
and is led by Amy Avery, Head of Analytics, North America.
Contact:
Lucie Greene
Worldwide Director of the Innovation Group
J. Walter Thompson Intelligence
lucie.greene@jwt.com
Report authors: Lucie Greene and Shepherd Laughlin