The document summarizes 10 key trends predicted for 2012, as identified by Cheil UAE's trendspotting analysis. The trends include: 1) Increased voyeurism and social media addiction; 2) Growing power and influence of women; 3) Rise of "supermum" syndrome and parenting anxiety; 4) Cross-generational appeal of some brands; 5) Movement marketing that stands for social causes; 6) Increased demand for tablets; 7) Dominance of digital travel booking; 8) Emergence of pampered male consumers; 9) Phenomenon of decision fatigue in our hyper-connected world; and 10) Emergence of "digital detox" vacations to unplug from technology. Each trend
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.
frAGILE - Is NextGen marketing more chemistry than science?Joeri Van den Bergh
In today’s post-truth society change comes rapidly and unexpected. How do brands speed up their NextGen (Gen Y & Z) marketing strategies to get ready for the new decade? Based on dozens of international expert interviews with senior marketing executives of renowned brands (such as PepsiCo, LEGO, Freitag, LEVI’s, Beiersdorf, Audible, MasterCard, AB InBev, eBay, IKEA, Tommy Hilfiger…), Joeri Van den Bergh (Co-founder & NextGen expert) shares insights on brands that bond beyond disruption.
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.
(Graham Brown mobileYouth) PREVIEW mobileYouth report 2009 (download me)Graham Brown
Media/Blogger copy of the 2009 mobileYouth report "Insights into youth mobile trends and mobile behavior" by mobileYouth.org covering 1 billion 12-27 y/o consumers in 60 countries. Full report available from website http://www.mobileyouth.org/report
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.
frAGILE - Is NextGen marketing more chemistry than science?Joeri Van den Bergh
In today’s post-truth society change comes rapidly and unexpected. How do brands speed up their NextGen (Gen Y & Z) marketing strategies to get ready for the new decade? Based on dozens of international expert interviews with senior marketing executives of renowned brands (such as PepsiCo, LEGO, Freitag, LEVI’s, Beiersdorf, Audible, MasterCard, AB InBev, eBay, IKEA, Tommy Hilfiger…), Joeri Van den Bergh (Co-founder & NextGen expert) shares insights on brands that bond beyond disruption.
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.
(Graham Brown mobileYouth) PREVIEW mobileYouth report 2009 (download me)Graham Brown
Media/Blogger copy of the 2009 mobileYouth report "Insights into youth mobile trends and mobile behavior" by mobileYouth.org covering 1 billion 12-27 y/o consumers in 60 countries. Full report available from website http://www.mobileyouth.org/report
6 Key trends that every brand and every marketer should follow from this year Cannes Lions International Festival of Creativity. The trends where chosen based on the award winning campaigns and some talks and seminars.
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.
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
Y&R once again sent some of its brightest minds to the interactive portion of the annual event and here’s what they had to say about the trends at the intersection of technology and advertising, and what they mean for brands today.
Do you dream of having the car you want, the house you wish, the life you deserve...
but life is getting more and more difficult and it is getting harder to reach your dream....don't give up .....
We have the solution for you
we are providing you the life changing opportunity the opportunity that can lead you to reach all your dream
let your dreams be true
for more information: call 00966594777759
skype: almleky
facebook : www.fb.com/eng.Jamal.tahir
I m presenting you the best network marketing company in the world with the best pay plan
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Wor(l)d GN
inspire the change
The Future 100 - trends and change to watch in 2016; cultural shifts that affect businesses and consumers alike, by the J. Walter Thompson Intelligence.
Gen Z Girls: Living For Looks, Looking To LiveLHBS
Welcome to the latest in our Snapshot series. In this edition, we will delve deeper into what defines and motivates the next generation of consumers, focusing on girls.
Growing up “publicly” online has inevitably lead to an increase in self-consciousness. They have grown up closer to gender equality, a readily available outlet for their voice to be heard as well as almost every service at their fingertip. We explore how this is changing their values and ways they engage with brands.
Generous Brands 2.0: Retail’s ongoing journey towards the greater goodFITCH
Emotional connection with shoppers has always sat at the heart of the essence of our industry, and yet there are still precious few retailers putting their money where their mouths are towards a new agenda of social wellbeing.
5 years ago FITCH identified the move towards this trend with its Generous Brands white paper, a ground breaking challenge to the retail industry to take up the mantle and to change both operations and culture from a focus solely on the bottom line to one marrying commercial realities with a responsibility towards a higher purpose.
The time has come to revisit this topic as retail finds itself poised at a moment of profound change – most pointedly the approaching dominance of Gens Y and Z on the shopping landscape, collectively the largest block of consumers in history and by far the most socially conscious.
Against this backdrop it is more important now than ever before for brands and retailers to align their higher purpose with their business goals. Only then will they become not only unique, but relevant and memorable to those that they seek to serve.
6 Key trends that every brand and every marketer should follow from this year Cannes Lions International Festival of Creativity. The trends where chosen based on the award winning campaigns and some talks and seminars.
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.
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
Y&R once again sent some of its brightest minds to the interactive portion of the annual event and here’s what they had to say about the trends at the intersection of technology and advertising, and what they mean for brands today.
Do you dream of having the car you want, the house you wish, the life you deserve...
but life is getting more and more difficult and it is getting harder to reach your dream....don't give up .....
We have the solution for you
we are providing you the life changing opportunity the opportunity that can lead you to reach all your dream
let your dreams be true
for more information: call 00966594777759
skype: almleky
facebook : www.fb.com/eng.Jamal.tahir
I m presenting you the best network marketing company in the world with the best pay plan
you want to know more let me know
Wor(l)d GN
inspire the change
The Future 100 - trends and change to watch in 2016; cultural shifts that affect businesses and consumers alike, by the J. Walter Thompson Intelligence.
Gen Z Girls: Living For Looks, Looking To LiveLHBS
Welcome to the latest in our Snapshot series. In this edition, we will delve deeper into what defines and motivates the next generation of consumers, focusing on girls.
Growing up “publicly” online has inevitably lead to an increase in self-consciousness. They have grown up closer to gender equality, a readily available outlet for their voice to be heard as well as almost every service at their fingertip. We explore how this is changing their values and ways they engage with brands.
Generous Brands 2.0: Retail’s ongoing journey towards the greater goodFITCH
Emotional connection with shoppers has always sat at the heart of the essence of our industry, and yet there are still precious few retailers putting their money where their mouths are towards a new agenda of social wellbeing.
5 years ago FITCH identified the move towards this trend with its Generous Brands white paper, a ground breaking challenge to the retail industry to take up the mantle and to change both operations and culture from a focus solely on the bottom line to one marrying commercial realities with a responsibility towards a higher purpose.
The time has come to revisit this topic as retail finds itself poised at a moment of profound change – most pointedly the approaching dominance of Gens Y and Z on the shopping landscape, collectively the largest block of consumers in history and by far the most socially conscious.
Against this backdrop it is more important now than ever before for brands and retailers to align their higher purpose with their business goals. Only then will they become not only unique, but relevant and memorable to those that they seek to serve.
"What is the role of branding in the post-consumer society?"
People are turning away from the consumer society, creating new relations and engagements. Times have never been more challenging nor more exciting or suited for brands. How could one adapt to this future brands cape?
Michael Ericsson, Brand Strategist Creuna
www.creuna.se
(Graham Brown mobileYouth) PART 2: 50 Youth Marketing Trends for 2009Graham Brown
Part 2 of series on Insights, trends and quotes by author and co-founder of mobileYouth - a global research project that aims to first understand youth and only then how technology fits into their lifestyle.
FREE YOUTH TRENDS REPORTS
http://www.youthtrendsreport.com
Case Study: Mastering digital disruption in retailScopernia
Retail companies have quite some challenges with the way the world is (rapidly) changing due to digitization. That’s why Belgian retailer Torfs & Duval Union Consulting have worked together to set up a strategy to master the digital transformation of Torfs.
In the following case study, we discuss the current market situation and disruptive trends in retail based on our seven Drivers of Transformation.
It’s fundamental to understand what is going on at the moment in the retail industry, where it is going and identify critical threats when constructing a digital strategy towards the future.
Need help with your transformation?
Do contact us: through a series of workshops, we help you to understand digital disruption and offer you a model to shape your own future.
1. §
SPRING
SUMMER
TRENDS
Jh/june2012/cheilUAE
2012
2. INTRO…
What will make the world tick in 2012? What will the consumer do in 2012?
What is the forecast of trends in the near future? Planners and intelligence
department did their share of the job and thousands of reports everywhere
are evaluating, analyzing, studying and demonstrating the crucial trends of
the coming year..
At Cheil UAE, our observation skills, trendspotting & pattern recognition
are “made in the region”. From different global and local research to
supermarket visits, café ear-dropping, social behaviourism and practically
anything that showcases or hints to any new pattern being built, we
developed our MEA 2012 collection of trends.
4. #01
Voyeurism
Whether we like it or not, Social Media addiction will grow even more
intense in 2012 as we witness the rise of the consumer 2.0. The social
consumer is becoming more and more curious and his curiosity is now
leading him to spy on brand activities (if they know what interest him)
collecting more and more “likes” for those brands to watch.
Example: Hear the voices of the youth, in
the Region's Biggest Youth Initiative
from Coca Cola “ Today I will”. Hear their
stories, how they made it.. What they say
about their day and how they eventually
find their way through to pursue
happiness. Interesting and engaging for
the brand’s consumers!
6. #02the new Men
Women
Women in the region are becoming as powerful as men if not more.
Women are the majority of the workforce in Dubai where expat women
are Managers and CEOs of international companies. Local women are
becoming ministers and directors of major governmental companies.
In the Middle East the power of the purse has never been more
powerful.
Example: Lebanese Actress and
Director Nadine Labaki is the new face
of the Scottish Whiskey brand Johnnie
Walker. This new campaign marks the
first time ever a woman has appeared
in a Johnnie Walker Ad.
8. #03 Syndrome
Supermum
Baby yoga, organic food, aqua gym, rhymes & lyrics, play dates,
painting, pottery.. and waaaaaaay much more. “Quality time” is the
Supermum new motto, and “green” is their most important concern.
Supermums want it all for them and their kids. Brands who smartly
address those Gen.X mums solving their “bad parents” anxiety are
winning brands.
Example : In Dubai multiple ads for baby
play center, development center, baby
gym, baby socializing club etc… tap on
`
those mothers’ concerns. Giving the best
for her child, spend time-even better-
spend “quality time” with him.
10. #04
Cross-Generation
Take brands like Apple, whose stores worldwide are crowded
with all different age groups, or take super-in Skype App used
all day, every day, by kids, their grandparents and teenagers
alike. When it comes to some brands, age becomes nothing but
a number.
Example : The new Emirates Hello
Tomorrow campaign took the lead with
new advertising featuring different age
groups mixing teens with seniors along
with the usual 20-40 mainstream
consumers usually featured in the
perfect advertising world.
12. #05 Marketing
Movement
Brands must find a new way to keep their edge today at a time
when marketing is once again going through revolutionary
times: Brands must look beyond their products and STAND
FOR SOMETHING! Movements aim to drive positive change
and have a higher purpose!
Example: Pepsi Arabia “express yourself”
Campaign or even Vodafone Egypt “let
nothing stop you – power to you” campaign,
are all inspired by the region’s torments and
the will of a new generation that need
change. Brands who are taking part of the
social movement are more appealing to
Youth.
14. #06
Tablet Wanted!
Tablet is the most wanted item of 2012. Tablets is the “new” hype
and the most seen accessories just after the Smartphone. Whether
it’s the portability or the personal relationship established with the
tablet, tablets are being seen everywhere. From coffee shops to
parks, at the mall and even at work, where employees take their
personal tablets to the office just like they do with their personal
phones.
Example: Tech forecasters at Future
Source Consultants estimate that the
sale of 15 million tablets in 2011 is
expected to grow up to 25 million in
2012. But is this trend expected to affect
the notebook sales in the region like it
did globally? We’ll wait to see.
16. #07Travel
Digital
The biggest digital trend of the year is definitely the absolute
supremacy of Digital Travel. Travelers not only use the social
networks to make informed travel decisions, but everything related
to travel, from looking up destinations packages, booking flights,
checking bags, or even the best cities destinations, all are done
Online!
Example : launched in 2009 Fly Dubai is
the leader in its category and is the second
biggest passenger carrier operating out of
Dubai International Airport After Emirates.
The ease and convenience of the online
services makes it appealing to consumer
while prices are very similar to competitors.
18. #08 Man
The Pampered
The pampered man is not only alive and multiplying but he’s as we
speak, shopping at a mall near you. The “metrosexual” very limited
edition of men of the last decade evolved and embraced the new
lifestyle where health and beauty are part of his routine.
Example: In the UAE and the region,
men smell good, look good, and have a
haircut every 3 weeks* The manicure
pedicure “treatment” is the natural
*in Dubai
annex of haircut and beard grooming,
every 3 weeks too.
20. #09 Fatigue
Decision
It turned out that in this always-on, 24/7 hyper-connected world,
modern people become subject to Decision Fatigue. The more choices
you make throughout the day, the harder each one becomes for your
brain which looks for shortcuts: one is to become reckless and act
impulsively, the other is the ultimate energy saver: do nothing!
Example: Brands should take this into
consideration thinking next “when to
reach best our consumer” instead of the
traditional “how to reach the consumer”.
Cheil Lifeshare™ is one of the tools that
allows us to get this consumer’s insight.
22. #10Detox
Digital
Just like with all addictions, it was only logical to hit Detox Next! We
live in a digital world it’s true, and the connected 24/7 working force
in the region is especially addicted to this modern business drug, the
“BB/FB”. End result: Executives take vacation out of technology and
during the weekend, they willingly disconnect from all digital media
and turn this BB/FB off.
Example: 80% of executive asked,
have 2 phones and turn off their BB
during the weekend keeping their
personal phone on. It’s only a matter
of time now before we see Detox
holidays packages flowering in the
city.
23. ABOUT CHEIL
Cheil worldwide is Korea’s largest and one of the world’s leading advertising
groups. Established in 1973 with headquarters in Seoul, Cheil operates 49
offices in 27 countries with 3,000 employees.
Operating in Dubai since 2006, Cheil UAE is an integrated ad agency
producing creative and added value solutions for its clients through
“ideas that move” - Ideas that move consumers, brands metrics, products.
Jh/june2012/cheilUAE
24. To find out more about our “ideas that move”
or more info on our trendspotting & strategic tools
and how it can help move your business,
please contact: seongjin.ki@cheil.com
or joumana.hage@cheil.com
Jh/june2012/cheilUAE