Key Consumer Trends Part 2

PART II

THE BUSINESS ARENA

trend
Istanbul Consumer Trend Seminar | watching
.com

THIS IS ONE OF THE PRESENTATIONS
GIVEN AT TRENDWATCHING.COM'S
WELCOME ISTANBUL TREND SEMINAR

This presentation is exclusively for those who attended
trendwatching.com's Trend Seminar in Istanbul on 6
September 2012.
The presentation is yours to read, refer to, pull apart &
present to your colleagues. Use it to successfully launch
on-trend innovations of your own.

Don't hesitate to email me if you have any questions, and
good luck!

Henry Mason
Global Head of Research and Managing Partner
henry@trendwatching.com

trend
.com

PLAIN
SAILING?

The business environment

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OR...?
That’s more
like it!

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CATCH
THE WAVE

Before it catches you!

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WHO
&
HOW

CITY- FUZZY-
EMERGED HUMAN
SUMERS NOMICS

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REMAPPED

Just some new airline
routes, all full ;-)
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UBIQUITOUS

Global brands, local consumers

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MASS &
NICHE

Strengthening both the MASS
and the NICHE
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MASS OR
NICHE

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CARE

Doğanay: Exporting şalgam (beet juice)
to Japanese consumers
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DON’T
CARE

Burger King bacon sundae

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CARE

Eco-friendly Laundry by cycle
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DON’T
CARE

China Minmetals: replica UNESCO Austrian village
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CITY- FUZZY-
EMERGED HUMAN
SUMERS NOMICS

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EMERGED
“Rather than talking of
‘emerging’ markets, it’s clear that
in many respects, Chinese, Indian
and Brazilian, Turkish consumers
(to mention just a few) have
already EMERGED.”

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EMERGED
MADE FUNCTION-
FOR BRIC ALL

RED
FUNCTIONAL
CARPET EXCEPTION-
ALL

New consumers, new business
models, new opportunities
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EMERGED
MADE FUNCTION-
FOR BRIC ALL

RED
FUNCTIONAL
CARPET EXCEPTION-
ALL

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MADE FOR
BRIC
“Increasing numbers of global
brands will launch new products
or even new brands dedicated (or
at least paying proper respect) to
consumers in emerging markets.”

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MADE FOR Aston Martin:
88 Limited edition cars for the
CHINA Year of the Dragon
Istanbul Consumer Trend Seminar |

MADE FOR Nike:
Year of the Dragon t-shirts &
CHINA sneakers

MADE FOR Lucas Bols
Yoghurt-based liqueur created
CHINA to cater to Chinese taste

MADE FOR Hermès:
limited edition saris only
INDIA available in Mumbai

MADE FOR Diageo:
Masala Marke vodka
INDIA Istanbul Consumer Trend Seminar |

?

MADE FOR Next year ? ;-)

TURKEY Istanbul Consumer Trend Seminar |

RED
CARPET
“Businesses around the world are
catering to, if not rolling out
exclusive services for Chinese
visitors and tourists.”

trend
.com

RED Christie’s:
Chinese translation of En
CARPET Primeur wine list

RED Hilton & Vivienne Tam:
Limited edition slippers enhance
CARPET Hilton Huanying

RED Schiphol Airport:
Chinese translation app
CARPET Istanbul Consumer Trend Seminar |

SIDESTEP

Think about how to combine trends

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RED Muğla Tourism
Competition in China kicks off
CARPET campaign for holiday-makers

EXCEPTIONALL

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EXCEPTIONAL BY ALL

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CREATIVE
DESTRUCTION

Schumpeter
The destructive maelstrom of innovation.
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CREATIVE
DESTRUCTION

This is it ;-)
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EXCEPTIONALL
“An avalanche of new brands,
entrepreneurs and innovations
from with global potential and
appeal are coming with
superior products and services,
competing and even beating
the established and entrenched
incumbents at their own game.”
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EXCEPTIONALL Peak Games
Third largest social gaming plat-
form with 30m monthly users

EXCEPTIONALL WeChat
Weixin renamed WeChat for
global appeal; over 100m users

EXCEPTIONALL Bosideng:
Chinese brand opens flagship
store in London

EXCEPTIONALL Peak:
Chinese sports brand and NBA
sponsor opens in LA

NOT JUST ABOUT THE RICH

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FUNCTIONAL

“The opportunities to cater to the
hundreds of millions of low-
income consumers will be
unprecedented.”

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FUNCTIONAL SABMiller Impala:
Cassava beer


FUNCTIONAL

FUNCTIONAL Safaricom
Call-a-Doc offers access to
doctors for 2 cents/ min

FUNCTIONAL L&T Insurance & VimoSEMA:
Micro insurance aimed at female
migrant workers

FUNCTIONALL

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FUNCTIONAL FOR ALL

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FUNCTIONALL

“The phenomenon of simple,
small and/or cheap products and
services designed for low(er)-
income consumers in emerging
markets that also have cross-
over appeal in mature
consumer societies.”

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.com

FUNCTIONALL ReadySet Solar Charger:
MTN in Africa; Kickstarter for
the US

FUNCTIONALL Unilever; Nestle
Applying sachet marketing
strategies in Europe

FUNCTIONALL Cep-T Paracard
Garanti and Turkcell partner
with service aimed at unbanked

EMERGED
MADE FUNCTION-
FOR BRIC ALL

RED
FUNCTIONAL
CARPET EXCEPTION-
ALL

Inspiration is global, opportunities are global,
So should your outlook and ambition!
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.com

MADE RED EXCEPTION- FUNCTION-
FUNCTIONAL
FOR BRIC CARPET ALL ALL

1. Vision
2. New business concepts
3. New products, services, experiences
4. Marketing, advertising, PR trend
.com

MADE RED EXCEPTION- FUNCTION-
FUNCTIONAL
FOR BRIC CARPET ALL ALL

NEXT
1) Are you working with global brands to better
serve the new Turkish consumers?
2) How are you catering to Chinese (and Indian,
and Arab) consumers, both at home and abroad?
3) What low-income lessons can you learn from
and apply, both at home and abroad?
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URBANOMICS

“The future is utterly urban”

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URBANOMICS

“Growing cities could inject up to
USD 30 trillion a year into the
world economy by 2025.”

trend
(Source: McKinsey Global Institute, June 2012) Istanbul Consumer Trend Seminar | watching
.com

URBANOMICS

“One billion people will enter the
global consuming class by 2025.”

trend
(Source: McKinsey Global Institute, June 2012) Istanbul Consumer Trend Seminar | watching
.com

NOWISM
CITYSUMERS
&
NEWISM

Urban consumers are CITYSUMERS
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CITYSUMERS
“Why urban consumption is
different: constant choice,
abundance & never-ending
newness make urban consumers
more focused on experiences, more
sophisticated, more demanding
and more mature: CITYSUMERS”

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CITYSUMERS

“Istanbul per capita GDP is more
than 70% higher than the national
average, third highest out of the 78
metro-regions in the OECD.”

trend
(Source: OECD, March 2008) Istanbul Consumer Trend Seminar | watching
.com

CITYSUMERS
URBANIZED MATURIALISM

URBAN EXPERIENCE
PRIDE MOBILE CRAMMING
MOMENTS

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URBANIZED Levi’s:
Commuter Jeans


URBANIZED Bibardakmeyve.com
Deliveries of fresh fruit target
time-starved officeworkers

MAXI- Youngman Vehicle Group
World’s largest bus carries 300
METRO passengers

MINI Daewoo Electronics:
Mini Washing Machine is 1/5 the

METRO size of standard & wall-mountable

ECO- Bosco Verticale:
wooded skyscraper
URBAN Istanbul Consumer Trend Seminar |

COUNTER
TREND

URBAN Akyaka:
Town proud to offer visitors
ESCAPE experience of a “slow city”

URBAN PRIDE

“You can’t go wrong delivering
city-specific products, services
and communications that capture
a city’s character. URBAN PRIDE
is a great, human and fun way to
pay respect to CITYSUMERS.”

trend
.com

URBAN PRIDE

“67% of urban consumers identify
themselves with their city, almost
as many as the 69% that identify
themselves with their nation”

(Source: Metro International and
trend
United Minds, April 2011) Istanbul Consumer Trend Seminar | watching
.com

URBAN Mavi:
Istanbul themed t-shirts still
PRIDE popular in 8th year

URBAN Converse:
SoHo store sells exclusive NYC t-
PRIDE shirts

URBAN Yahoo! Bus Stop Derby
Compete against different
PRIDE districts

MOBILE
MOMENTS
“For choice-rich urban
consumers, every moment will
be a mobile moment, and
anything that is less than instant
and seamless will be a source of
frustration if not rage”

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MOBILE QR code shopping walls

MOMENTS Istanbul Consumer Trend Seminar |

MOBILE Mastercard
At-seat snack delivery service at
MOMENTS cinemas

MOBILE Turkish Airlines:
QR code treasure hunt around
MOMENTS London

MOBILE eBay Now:
App offers USD 5 same day delivery
MOMENTS service from local stores

URBANOMICS

URBAN EXPERIENCE
PRIDE MOBILE CRAMMING
MOMENTS

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EXPERIENCE
CRAMMING
“As consumption gets more
temporary and transient,
deconstructing products into
shorter, easier to digest and
affordable versions, makes it
possible for consumers to collect
even more experiences as often
as possible.”
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EXPERIENCE VertragingsApp:
short stories to match a delay
CRAMMING Istanbul Consumer Trend Seminar |

EXPERIENCE J&M Farm Detroit:
2-week Easter chick rental
CRAMMING Istanbul Consumer Trend Seminar |

EXPERIENCES & Make Cheese:
mozzarella making kit
INSTANT SKILLS

MATURIALISM

“Mature materialism.
Experienced, urban,
hyperconsumers are able to
handle more daring innovations,
more quirky flavors, more risqué
experiences, and appreciate
brands that are raw.”

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MATURIALISM W Hotel Taipei:
Cocktail inspired flavors for the
2012 Mooncake Festival

MATURIALISM Diesel India:
“Sex sells, unfortunately we sell
jeans” Knee-J promotion

MATURIALISM Vibease Singapore:
Remote control vibrator for
long distance couples

MATURIALISM Vietjet:
Fined by aviation authority after
dancing attendants in bikinis

MATURIALISM Oreo: Pride Cookie
Facebook post saw 219,643 likes,
66,845 shares and 36,011 comments (as
of 27.08.12) Istanbul Consumer Trend Seminar |

MATURIALISM

“Urban consumers are more
tolerant of alternative lifestyles
and products and services that
push the boundaries”

trend
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URBAN MOBILE EXPERIENCE
PRIDE MOMENTS CRAMMING

1. Vision
.com

URBAN MOBILE EXPERIENCE
PRIDE MOMENTS CRAMMING

NEXT
Are your products and services CITYSUMER-
friendly?
Think lifestyles, attitudes, demands but also
sizes, pricing structures, business models etc.
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FUZZYNOMICS

“The relationship between
producer and consumer; brand
and customer is ever more
blurred”

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RE-
COMMERCE FUZZYNOMICS CUSTOWNERS

ACCESS-
PRESUMERS
SHIP

MIY TASKSUMERS
SELLSUMERS

Seven (yes, 7!) trends that deal with the changing
relationships between consumers & producers .com trend
watching

RE-

ACCESS-
PRESUMERS
SHIP

MIY TASKSUMERS
SELLSUMERS

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.com

RECOMMERCE

“Consumers can now easily
unlock the value of their past
purchases and ‘trade in to trade
up’, alleviate financial strains,
and/or quell environmental and
ethical concerns.”

trend
.com

RECOMMERCE eBay Instant Sale:
sell direct from the device


RECOMMERCE Mango for Mango discount
loyalty program

RECOMMERCE Kuponomi
Daily deal voucher resale
platform

RECOMMERCE Adidas Philippines:
Refresh Your Gear


RECOMMERCE Patagonia & eBay:
Common Threads Initiative


ACCESSHIP
“ACCESSHIP offers the ability to
try multiple products, freedom
from maintenance and lower
upfront costs than ownership –
yet still delivers the same
ultimate experience at the
moment of use.”

trend
.com

ACCESSHIP Daimler electric Car2Go:
pick up, leave anywhere


ACCESSHIP Peugeot:
transport across van, car & cycle


ACCESSHIP
“Even big manufacturing brands
will become service brands”

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MIY

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MYI
“MAKE IT YOURSELF:
Why it’s easier than ever for
consumers to design products
from scratch and then turn them
into physical goods”

trend
.com

MYI TechShop:
access professional manufacturing
for a low monthly fee

MYI Rowenta & EliumStudio:
Naturalis - make your own skin
care

MYI Akbank Jazz Festival
Facebook app user-created
melodies into t-shirt designs

MYI

“MIY offers consumers control,
status and instant gratification”

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SELLSUMERS

“Consumers are realizing the
value of the things they can make
and sell, and opting to become
SELLSUMERS.”

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.com

SELLSUMERS

“31% of UK Internet users sold
goods or services online in 2011,
up from 21% in 2010.”

trend
(Source: Office of National Statistics (UK), 2012) Istanbul Consumer Trend Seminar | watching
.com

SELLSUMERS Imprima 3D:
Brazilian 3D printing
marketplace, launched Dec 2011

SELLSUMERS Square:
Democratizing credit card
payments; 2m merchant mobile
accounts Istanbul Consumer Trend Seminar |

SELLSUMERS VANCL Star:
Personal ‘storefront’ sales


SELLSUMERS Kaiser Chiefs:
Craft & sell their album, your
way

TASKSUMERS

“SELLSUMERS can sell their time
to other consumers and become
TASKSUMERS”

trend
.com

TASKSUMERS PleaseBringMe:
Tourists tasked with bringing
hard to obtain items

TASKSUMERS mmMule:
Request items for delivery by
travelers

PRESUMERS

“Consumers are not just buying
finished products, but willingly
and enthusiastically supporting
and participating in the funding
and production of goods.”

trend
.com

PRESUMERS Kickstarter:
Crowd-funding site for creative
projects

PRESUMERS Wujudkan
Indonesian site featuring start-
ups campaigning for funds

PRESUMERS Handsup.cn:
Site responds to public demand
to source daily deals

CUSTOWNERS

“Consumers who move from
passively consuming a product,
towards actually investing if not
owning a stake in the brands they
buy from.”

trend
.com

CUSTOWNERS Mr & Mrs Smith:
Customer bonds with interest
redeemable on hotels

CUSTOWNERS Smallknot:
Invest in local businesses


CUSTOWNERS Barclaycard Ring:
Social credit card where members
share profits

CUSTOWNERS friendsurance:
Shared insurance for cheaper
premiums

RE-

ACCESS-
PRESUMERS
SHIP

MIY TASKSUMERS
SELLSUMERS

Traditional consumption and ownership is passe. trend
.com

RE-
MIY TASKSUMERS CUSTOWNERS
COMMERCE

ACCESS- SELLSUMERS PRESUMERS
SHIP

1. Vision
.com

RE-
MIY TASKSUMERS CUSTOWNERS
COMMERCE

ACCESS- SELLSUMERS PRESUMERS
SHIP

NEXT
What new models of ownership are you catering
to, if not encouraging?
Look at the four types of new consumer. Are they
on your radar?
trend
.com

THE
BUSINESS
ARENA

Quite a ride!
trend
Istanbul Consumer Trend Seminar | | watching
São Paulo Consumer Trend Seminar
.com

HUMAN
BRANDS
“Consumers will expect if not
demand that brands mirror
society, and act genuinely,
honestly and openly.”

trend
.com

HUMAN
BRANDS

Abundance, quality, choice & identity
trend
.com

HUMAN
BRANDS

How consumers see your brand?
trend
.com

HUMAN
BRANDS

Online, how consumers see your brand...
trend
.com

HUMAN
BRANDS

There are an increasing number of
brands out there that aren’t robots
trend
watching
.com

HUMAN Dove Ad Makeover
Replacing negative ads with
BRANDS self-esteem boosting ones

RANDOM
FLAWSOME ACTS OF
KINDNESS

trend
.com

FLAWSOME

“Consumers will embrace brands
that are FLAWSOME: brands
that are still brilliant despite
having flaws; even being flawed
(and being open about it) can be
awesome.”

trend
.com

FLAWSOME

“68% of consumers trust reviews
more when they see both good
and bad scores, while 30%
suspect censorship or faked
reviews if there aren’t any
negative comments or reviews”

trend
(Source: Reevoo.com, January 2012) Istanbul Consumer Trend Seminar | watching
.com

FLAWSOME Domino’s Pizza
Live streaming feedback in New
York’s Time Square, good and bad

FLAWSOME McDonald’s Canada:
YouTube video showing why
burgers don’t look like the photos

FLAWSOME

“Being FLAWSOME is ultimately
about showing confidence in
your product, and respect for
your customers.”

trend
(Source: Reevoo.com, January 2012) Istanbul Consumer Trend Seminar | watching
.com

RANDOM ACTS OF KINDNESS

trend
.com

RANDOM
ACTS OF
KINDNESS
“It's never been easier for brands
to surprise and delight audiences
with R.A.K. at just the right
moment, especially with
consumers disclosing more
information about their needs or
wants via social media.”

trend
.com

R.A.K. Kleenex Israel:
Facebook flu care Packages


R.A.K. Kotex Israel:
Pinterest inspiration from
sanitary care brand

RANDOM
ACTS OF
KINDNESS
“For consumers long used to (and
annoyed by) distant, inflexible
and self-serving corporations,
any acts of kindness by brands
will be gratefully received.”

trend
.com

SERVILE TOUGH
BRANDS LOVE

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TOUGH
LOVE
“The time for unconditional
generosity is over. Brands that
demand that their customers
themselves also give and
contribute (both to individuals
and society) will earn the respect
of even the most hyper-
demanding of consumers.”
trend
.com

TOUGH Anthon Berg Chocolate:
Pop-up store sells chocolate for
LOVE good deeds

TOUGH Mexico City ‘Barter Market’
Government swaps recyclable waste
LOVE for fresh produce via green
‘currency’ Istanbul Consumer Trend Seminar |

SERVILE
BRANDS
“Why serving is the new selling:
think about not screwing people
over, proactively trying to solve
problems, proactively trying to
save consumers money and being
genuinely helpful.”

trend
.com

SERVILE IKEA:
Boxes via billboards
BRANDS Istanbul Consumer Trend Seminar |

SERVILE Chevrolet Orca:
Rescue Drive

SERVILE GS25 Convenience stores:
Allows virtual storage of second
BRANDS item in ‘two for one’ promotions

SERVILE Hellman’s & St. Marche:
Personalized receipt recipes

SERVILE
BRANDS

“Think marketing that isn’t
marketing.”

trend
.com

HUMAN
SERVILE
FLAWSOME
BRANDS

TOUGH
R.A.K.
LOVE

Just embrace it ;-) Istanbul Consumer Trend Seminar |
trend
watching
.com

TOUGH SERVILE
FLAWSOME R.A.K.
LOVE BRANDS

NEXT
This is all about what consumers think of your
brand.
You can't pull any of this off if consumers don't
trust & respect you...
trend
.com

trend
.com

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