1. The document discusses how simplicity has become a necessity in modern life due to information overload, too many choices, and not enough time. It provides examples of how brands and services are addressing this need for simplicity.
2. It outlines 9 ways that simplicity is being achieved, such as curation, prioritizing information, streamlining interactions, and doing everything in one location.
3. Finally, it discusses how brands can embrace simplicity by making consumers' lives easier, being accessible always, and guiding them to the essentials. Keeping things simple benefits both consumers and brands.
As our purchasing power decreases, we still want to benefit from everything the consumer society has to offer. In order not to be frustrated and not to refrain ourselves, we found a solution: rethinking our consumption. We try to optimize our expenses, even when it means sharing our own goods with others and owning less, to keep on consuming as we wish to. Soone THE RIGHT TO USE WILL PREVAIL OVER THE PROPERTY RIGHT.
Cannes Lions Grand Prix winners’ creative genius is undisputed but what human truths underpin 2014’s Lions?
Post-recession blow-outs, an appetite for risk and a desire to make a difference are major themes shaping this year's winners.
This Trend report is the result of our Vigilantes work that constantly monitor the consumer behavior and product innovations to post it everyday on our magazine: L-1452.com
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
As our purchasing power decreases, we still want to benefit from everything the consumer society has to offer. In order not to be frustrated and not to refrain ourselves, we found a solution: rethinking our consumption. We try to optimize our expenses, even when it means sharing our own goods with others and owning less, to keep on consuming as we wish to. Soone THE RIGHT TO USE WILL PREVAIL OVER THE PROPERTY RIGHT.
Cannes Lions Grand Prix winners’ creative genius is undisputed but what human truths underpin 2014’s Lions?
Post-recession blow-outs, an appetite for risk and a desire to make a difference are major themes shaping this year's winners.
This Trend report is the result of our Vigilantes work that constantly monitor the consumer behavior and product innovations to post it everyday on our magazine: L-1452.com
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
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.
Me, Myself and Mine is an Atticus award winning presentation and marketing framework. I've toured the globe speaking about computer/human interaction in the digital age.
Or basically how everyone is selfish on the internet.
Highlights from WPP's Stream (Un)Conference 2015Young & Rubicam
The WPP Stream (Un)Conference was a mash-up of discussions on the industry's biggest challenges, demos of new potentially-disruptive technology, a pitch to solve a major world crises - and so much more!
With no agenda, no PowerPoints and no pre-determined content planned, Y&R worked with an on-site illustrator to capture the loose structure of the conversations, the honesty of the questions, and the openness of the participants.
Enjoy the highlights...and Stream On!
Consumerism in the Millennial Age White PaperOneSpace
Ensure relevancy and long-term success by better connecting with your millennial customers.
In no generation is the aftermath of the recession more pronounced and ingrained than in millennials. As a result, today’s businesses are faced with a considerable shift in consumer priorities.
In this white paper, you’ll learn:
-How post-recession consumers differ from their predecessors
-What the “sharing economy” is
-How the concept of value has shifted
-How to adapt your marketing strategies to better reach millennial consumers
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.
Brandhome goes to the Cannes Lions Festival of Creativity every year to check out the new trends, brands, technologies, meet interesting people and learn from masterminds all over the world. We gathered all our insights from 4 busy days in one handy presentation. Don't hesitate to post any additions in the comment section below.
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.
Y&R Advertising sent some of its brightest minds to the SXSW Interactive Festival and here’s what they had to say about the trends at the intersection of technology, innovation, and advertising, and what they mean for brands today.
Nous abordons le marché du Food à travers 4 MACRO-TENDANCES, pour étudier leurs manifestations et leurs implications :
- La 1re concerne les évolutions de la vision globale du marché.
- La 2e explique les nouveaux imaginaires & états d’esprit du consommateur vis-à-vis du marché.
- La 3e détaille la tendance majeure des évolutions & innovations produits.
- La 4e présente le plus gros challenge à venir pour les acteurs traditionnels du marché.
As our lives are more and more digital, more and more personal data travels. Consumers are becoming aware & worry, especially in a context of scandals around privacy on internet. Brands have to change their approach to big data to establish a real trusting relationship with their consumers.
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.
Me, Myself and Mine is an Atticus award winning presentation and marketing framework. I've toured the globe speaking about computer/human interaction in the digital age.
Or basically how everyone is selfish on the internet.
Highlights from WPP's Stream (Un)Conference 2015Young & Rubicam
The WPP Stream (Un)Conference was a mash-up of discussions on the industry's biggest challenges, demos of new potentially-disruptive technology, a pitch to solve a major world crises - and so much more!
With no agenda, no PowerPoints and no pre-determined content planned, Y&R worked with an on-site illustrator to capture the loose structure of the conversations, the honesty of the questions, and the openness of the participants.
Enjoy the highlights...and Stream On!
Consumerism in the Millennial Age White PaperOneSpace
Ensure relevancy and long-term success by better connecting with your millennial customers.
In no generation is the aftermath of the recession more pronounced and ingrained than in millennials. As a result, today’s businesses are faced with a considerable shift in consumer priorities.
In this white paper, you’ll learn:
-How post-recession consumers differ from their predecessors
-What the “sharing economy” is
-How the concept of value has shifted
-How to adapt your marketing strategies to better reach millennial consumers
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.
Brandhome goes to the Cannes Lions Festival of Creativity every year to check out the new trends, brands, technologies, meet interesting people and learn from masterminds all over the world. We gathered all our insights from 4 busy days in one handy presentation. Don't hesitate to post any additions in the comment section below.
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.
Y&R Advertising sent some of its brightest minds to the SXSW Interactive Festival and here’s what they had to say about the trends at the intersection of technology, innovation, and advertising, and what they mean for brands today.
Nous abordons le marché du Food à travers 4 MACRO-TENDANCES, pour étudier leurs manifestations et leurs implications :
- La 1re concerne les évolutions de la vision globale du marché.
- La 2e explique les nouveaux imaginaires & états d’esprit du consommateur vis-à-vis du marché.
- La 3e détaille la tendance majeure des évolutions & innovations produits.
- La 4e présente le plus gros challenge à venir pour les acteurs traditionnels du marché.
As our lives are more and more digital, more and more personal data travels. Consumers are becoming aware & worry, especially in a context of scandals around privacy on internet. Brands have to change their approach to big data to establish a real trusting relationship with their consumers.
DANS UNE SOCIÉTÉ QUI ÉVOLUE TRÈS VITE, NOUS AVONS PERDU NOS REPÈRES.
Depuis quelques décennies, les changements dans notre quotidien se sont accélérés, sans que nous ayons vraiment le temps de nous poser les bonnes questions.
A LA RECHERCHE DE PLUS DE CONFORT, DE SIMPLICITÉ, DE PRATICITÉ, NOUS AVONS LAISSÉ LES CHOSES ÊTRE RÉARRANGÉES, MODIFIÉES, STANDARDISÉES, INTERMÉDIÉES, FAUSSÉES.
Nous avons l’impression d’avoir été trompés, mais aussi d’avoir été complices de cette tromperie, à travers nos choix. Tout et son contraire est dit. Tout est source de doutes. Nous nous sommes perdus, en choisissant la facilité. Mais, lassés de nous sentir impuissants, nous décidons d’agir.
NOUS RETOURNONS ALORS À LA RECHERCHE DU VÉRITABLE, DU VRAI.
Nous nous reconnectons aux choses que nous sommes capables de comprendre simplement. Relations, alimentation, travail, mode de vie, habitudes, etc. : nous voulons le voir pour le croire, le vivre pour le juger. Nous reprenons goût à l’effort, s’il signifie plus de qualité, plus de sens. Nous recréons alors, par nous-mêmes et pour nous-mêmes, de nouveaux piliers, pour nous recentrer sur les choses auxquelles nous accordons une vraie valeur.
Notre rapport à la propriété est en train d'évoluer. Pousser par le web, l'open source, le développement de l'économie du partage, le droit à l'usage est en train de prendre le pas sur le droit à la propriété.
Pourquoi croire en ce phénomène ? Comment se manifeste-t-il chez les consommateurs ? Quels sont les impacts sur leur relation avec les marques ? C'est à ces 3 questions que nous tentons de répondre au travers ce document.
Hommes et femmes évoluent de plus en plus au-delà des schémas normés. Nous changeons, parfois un peu perdus, parfois un peu hésitants. Nous mixons et nous composons entre tradition et modernité.
Nous avons tous aujourd'hui de nouvelles envies, de nouvelles aspirations, qui ne collent pas toujours aux rôles établis. Alors que nous revendiquons nos particularités, nous nous redéfinissons. Cela a alors un impact sur nos vies, nos relations, notre consommation et notre rapport aux marques.
Quelles sont aujourd'hui les manifestations évidentes de ces changements? Quelles opportunités se présentent pour les marques? Ce sont les questions auxquelles ce cahier tente de répondre.
Les engagés aujourd'hui : comprendre les nouvelles normes de l'engagement con...CHEMISTRY AGENCY
Avant l'engagement était organisé.
Il était le fruit de notre contexte social, cadré par de multiples structures institutionnelles. Il était rationnel, réfléchi et s’intégrait dans un « nous », un groupe partageant un intérêt commun, une idéologie globale, qui marquait notre identité sur la durée.
Aujourd'hui, nous avons tendance à dire que les gens ne s'engagent plus. ILS NE S'ENGAGENT SIMPLEMENT PLUS COMME AVANT.
Aujourd'hui, l'engagement est plus intense mais aussi plus diffus.
Nos engagements sont multiples. Choisis à la carte, changeants, résiliables, ils sont aussi personnels, spontanés et différents à chaque fois. L’action précède la réflexion et s’intègre à notre identité, qui se construit petit à petit, jamais figée.
L’ENGAGEMENT DES CONSOS DEVIENT UN VÉRITABLE PARADOXE
Plus passionnels une fois qu’ils ont sauté le pas, les consommateurs sont également plus difficiles à capter en amont. A l’écoute de ce qui les touchent profondément mais aussi de leurs intérêts, ils attendent souvent un retour.
LES MARQUES DOIVENT LIBERER LA RELATION.
Elles doivent la libérer des zones d’ombres, des contraintes, des doutes, des barrières. Elles doivent rassurer, simplifier leurs expériences, s’ancrer dans ce qui touchent leurs consos et donner de véritables raisons d’y croire et de rester, sans jamais les enfermer, pour un engagement spontané, sincère et donc, plus durable.
Aujourd'hui, la simplicité est plus qu'une tendance, c'est une nécessité! À mesure que nous redéfinissons nos priorités et cherchons à ne profiter que du meilleur, elle s’impose pour éliminer les contraintes quotidiennes et compenser la complexification de nos modes de vies modernes.
LE JEU EST ANCRÉ EN NOUS.
Partie intégrante de l’histoire de nos sociétés, il est depuis longtemps pratiqué par les petits et les grands. Qu’il n’ait d’autre but que celui de s’amuser, ou qu’il soit sujet à compétition ou à apprentissage, le jeu est structurant et nous aimons ça.
ET, DEPUIS UNE 20AINE D’ANNÉES,
LE JEU N’EST PLUS UNIQUEMENT RÉSERVÉ AUX ENFANTS.
L’avènement des jeux de société et des jeux vidéos a marqué une nouvelle époque dans notre rapport au jeu. Avant cantonnés à l’univers de l’enfance et de l’adolescence, les jeux se sont développés, aussi bien en termes de thèmes, de formes et de plateformes. Ils ont alors conquis de nouveaux publics.
L’ESPRIT DU JEU N’EST PLUS CANTONNÉ À UNE CIBLE NICHE:
TOUT LE MONDE EST JOUEUR À SA FAÇON !
Le jeu, ET A FORTIORI LES JEUX VIDÉOS, aujourd’hui emblème de notre société ludique, ont impacté nos schémas de pensée, nos méthodes de fonctionnement, nos façons de nous engager.
Il faut les comprendre, pour s’y adapter et répondre aux attentes de ces nouveaux profils consommateur, POUR QUI TOUT DOIT ÊTRE JEU.
La maîtrise de la vie privée à l'heure du digitalCHEMISTRY AGENCY
Plus nos vies se digitalisent, plus nos données personnelles circulent. Les consos en prennent peu à peu conscience et leurs inquiétudes montent, face à la multiplication des scandales autour de la vie privée sur internet. Les marques doivent alors changer d'approche face à la "big data" pour (r)établir une véritable relation de confiance.
L'heure n'est plus à la consommation effrénée. Nous prenons conscience que nos choix influencent les marques et la société dans laquelle nous vivons. La qualité, l’éthique, le respect et la collaboration sont nos nouvelles préoccupations.
Nous sommes partagés entre la volonté de changer et notre envie de consommer. Nous prenons conscience que nos choix influencent les marques et la société dans laquelle nous vivons. La qualité, l’éthique, le respect et la collaboration sont nos nouvelles préoccupations.
De l'importance du "physique" dans un monde digitalCHEMISTRY AGENCY
A mesure que notre quotidien se digitalise, nous nous rendons compte que l'importance des choses des choses physiques, tangibles. Le physique à travers son rapport au corps, aux sens et à l’humain est plus vivant. Ce qui est réel reste incontournable car chargé en émotions. Comment cela affecte alors la relation marque/conso
Notre espérance de vie augmente. Nous voulons passer ces années gagnées en bonne santé, actifs et dynamiques. La beauté saine, notre nouveau leitmotiv.
Nous abordons le marché du Personal Care à travers 4 macro-tendances, pour étudier leurs manifestations et leurs implications :
• les évolutions de la vision globale du marché
• les nouveaux imaginaires et états d’esprit du consommateur vis-à-vis du marché
• la tendance majeure des évolutions et innovations produits
• le plus gros challenge à venir pour les acteurs traditionnels du marché
Les nouvelles pratiques pour une communication cohérente à l’ère du digitalThe Message Company
Comment informer clairement collaborateurs, médias et clients avec une plateforme digitale ?
Wiztopic et The Message Company vous présenteront les nouvelles pratiques pour une communication cohérente à l'ère du digital !
Cinco de Mayo – or the fifth of May – observes the Mexican army’s 1862 victory over France at the Battle of Puebla during the Franco-Mexican War. While a relatively minor holiday in Mexico, in the United States Cinco de Mayo has evolved into a celebration of all things Mexico.
Y&R’s BrandAsset Valuator® – our proprietary brand management tool and global database of consumer perception of brands – looked at its latest data figures on brand Mexico to get a glimpse of what the country represents to the consumers who are passionate about it.
We all know what social media is. The majority of us tweet, post, snap, and check our feeds on a regular basis. In our work lives, we also think about social as a marketing tool. We've all seen great cases (and even built some ourselves) that have driven brand awareness, engaged with consumers on extremely high levels, created brand loyalists, and even closed a sale on the final step in the path to purchase. It is imperative as we strive to achieve the things listed in the prior sentence that we step back and ensure we stick to key principles every digital strategist considers as a first step in any situation when dealing with social media.
To serve as a reminder of “what” those principles are, Y&R Midwest’s Social/Digital Planning Director Greg Getner and Account Executive Zach Kraemer compiled a deck showcasing a top-line view of those key social media principles gleaned from the Social Media Week 2014 in Chicago.
Closing the Money Gap: What Marketers Need to KnowYoung & Rubicam
There is a huge disconnect today between how young people view the role of money in their lives, and the age-old practices of financial institutions and brands. This is the Money Gap. Y&R Asia and VML’s latest proprietary report, “Closing the Money Gap,” uncovers major truths about young adults’ changing relationship with money and identifies broad opportunities for finance brands to stay relevant to the drivers of tomorrow.
Find out more at www.yr.com
The Dead. Serial Killers. Mutants.
Halloween staples, sure. But these genre titles can also be applied to brands and their life cycle.
Brand graveyards are littered with brands that were one-dimensional, not innovative, and generally lost value in culture (RIP Tower Records). No one is immune to the curse, but, with proper care, brands can be resurrected.
This Halloween season, Y&R’s BrandAsset Valuator® (BAV) - our proprietary brand management tool and global database of consumer perceptions of brands – looked at 20 years of data to analyze The Good, The Bad, and The Dead. Using BAV’s measurements on four key pillars of brand health and 48 brand imagery dimensions, we looked at brands that are seemingly immortal, the ones that risk becoming irrelevant, and those that have gone to that great big brand grave in the…well, ground.
From Simple to Splintered to Seamless: In this new technology-enabled world, how can brand marketers and retailers capture the imagination and retain the loyalty of their customers?
The world is awash with 2016 Trend reports predicting the year to come. It’s big business, but it masks something important, that for every trend, there’s a counter trend that is arguably as interesting and useful. This is another example of what we call Tensity, a paradox, a contradiction at the heart of what makes many people and brands interesting.
Here’s our latest findings on Trends with Tension, focusing on Retail.
As the global retail sector sees shifts in consumer behaviour retailers must stay ahead of the factors influencing fast-changing market.
We have compiled a trend report which identifies eight key IT, cultural and social trends driving change in the retail sector in order to identify short-term customer opportunities in the run-up to 2020.
"Too poor to buy cheap" - Whitepaper Retail by Fitzroy Fitzroy BV
Every year, retailers are faced with new challenges. Sustainability, pandemic lockdowns, new product development, diversity and inclusivity matters, staff shortage, digital transformation and inflation. Just to mention a few. We talked to 10 experts and pinpointed 4 shifts currently influencing retail in the Netherlands and beyond. Curious? You can download your free whitepaper here.Happy reading! If you have any questions, please contact me via: pernille@fitzroy.nl
Pernille Kok-Jensen Insight Director Fitzroy
WHEN IT COMES TO THE RETAIL INDUSTRY, THERE IS NEVER A DULL MOMENT: RETAIL TRENDS IN 2023
Every year, retailers are faced with new challenges. Sustainability, pandemic lockdowns, new product development, diversity and inclusivity matters, staff shortage, digital transformation and inflation. Just to mention a few. We talked to 10 experts and pinpointed 4 shifts currently influencing retail in the Netherlands and beyond. Curious? You can download your free whitepaper here. Happy reading!
Presentation given at the Food & Beverage Conference in Athens, November 2008. Based on insights research done in Greece, we present 10 topics to (make you) think about, with a focus on customer centric marketing and innovation.
You can download this presentation over at www.slideshare.net/futurelab
I am available for speeches and presentations at your event.
Springwise Weekly | Fitness beer, and the rest of this week’s most exciting n...Springwise
YOUR WEEKLY FIX OF ENTREPRENEURIAL IDEAS
We’ve selected 15 new business ideas this week that will
provide entrepreneurs with plenty of inspiration. Spotted from
countries all around the world, these ideas offer a taste of
what’s to come.
Shaping seamless retail with unique Experience SignaturesFITCH
The search for the elusive seamless retail offer should begin with an understanding of the Physical, Human and Digital (PHD) dynamics of each and every shopping experience.
FITCH believes that retailers and brands need to look beyond ‘just digital’ in order to create a ‘unique experience signature’ to build competitive advantage.
The Jupiter Drawing Room CT presents:
The Deeply Insightful Report
This report aims to spotlight key topics, insights and learnings that we can get inspired and informed from.
To be competitive and to drive sales every single month, most retailers are resorting to price cuts and promotions to attract shoppers. You see SALE signs everywhere, all the time. In this report we look at retail brands that are moving past sales and focusing on brand and experience to win over the shopper.
If you would like the full presentation in your inbox, please email hello@jupiterct.co.za.
People can basically get whatever they want, whenever they want it, from the tap of an app these days. And according to research by The Webby Awards and Harris Poll, consumers’ expectations are higher than ever and only growing. Get those exclusive findings in our white paper below, What They Expect When They’re Expecting: Understanding the Sky-High Demands of the World’s Most Entitled Consumer.
With contributions from:
Susan P. Crawford, Harvard University's Berkman Center for Internet & Society
Edu Pou, Executive Creative Director, The Barbarian Group
Gaspard de Dreuzy, Pager App, Co-Founder
Scott Mautz, Marketing Director NA Charmin & Puffs Family Care
As the Customer Obsessed Digital Agency®, Tenthwave wanted to take our customer-centric approach with our 2016 Trend Report. The information in this report should be used to help you identify opportunities in the marketplace that your marketing teams can use to develop things that matter to your customers. This report identifies and explores the 16 nascent marketing trends that will impact the marketing landscape in the upcoming year.
Brands create an expectation in our heads about how they should act, and the experiences we should have. They set the standard for other brands, irrespective of category.
Retail Dictionary: 40 Retail Terms Every Modern Retailer Needs To KnowVend
We love the future. Cloud computing and clever devices are opening up so many awesome possibilities for retailers. All the time there are new toys, technologies and terms. So many terms.
This handy dictionary is designed to keep you up to date with terms you need to look out for, what you need to know to bluff the bank manager with, and what you need to stay one step ahead.
2. "A world with too much data, too many
choices, too many options and too little time
forces us to choose what we attach the
greatest importance"
Translated from English - read the article: http://bit.ly/1CnNgZK
Arianna Huffington
3. TODAY,
SIMPLICITY IS
MORE THAN A TREND,
IT IS A NECESSITY !
As we are redefining our priorities and seeking to enjoy only
the best of our experiences, it is necessary to eliminate daily
stress and compensate the complexity of our modern lifestyles.
5. As our lives get filled, time is the rarity of the century.
Urgency is omnipresent and a hunt for downtime has been
launched. Today, while we are redefining the value of time,
slowing down or finding ways to win are the only ways to move
forward.
“
Reason 1
A NEW APPROACH
TO TIME
6. More than a quarter of the population, 28%, is considered to
be 'chrono-victims': they run after time, looking for any
solution that can help them to manage their use of this
constantly filled time.
TNS Sofres
Read the article: http://bit.ly/1CnSXH3
"We are in a society where the experience of time is no
longer the same as it was fifty years ago. Time became
a good master. "
Stefano Monzani, psychologist FSP Geneva
Read article : http://bit.ly/1y7PPw5
2 ILLUSTRATIONS
7. We have the possibility to know anything about everything
and to make fully informed choices. However, in addition to
being time-consuming, our searches give us too much information
at once, without any prioritization. The problem is that we no
longer have any time to read and process all this information.
“
Reason no. 2
INFORMATION
OVERLOAD
8. "' According to experts, humanity has created more information over the
past two years than during its entire history', recalls Isabelle Carcassonne,
of IBM France. '' [This] growth will continue at the frantic pace of 45%
"per year until 2020, as per IDC, a market research firm"
Le Figaro
Read the article: http://bit.ly/1txAEoq
'The hyper-connective, sensory overload and the constant flood of
information in the digital domain
depletes consumers"
Karan
Cushman – « Simplification is a Top Trend for Thought Leaders in 2014 »
Read the article: http://bit.ly/1lm5aDI
2 ILLUSTRATIONS
9. Our choices have never been so open. Under the injection
of innovations, we are always tempted to test all, just to try. Far
from being liberating, that 'overflow' of choice generates
frustration and anxiety, to the idea of missing something better,
more interesting. It gets tiring gradually.
“
Reason no. 3
TOO MANY
DECISIONS
10. Between 2000 and 2009, the references of yoghurt available for the
alcohol drinks increased from 208 to 281. At the same time, the number
of references for cafés rose from
110
to
199.
Le Journal du Net - on a Nielsen study
Read the article: http://bit.ly/1vrZzyY
'"They want the best deal and are happy to
rely on algorithms and
aggregators to find[…] The key is that the consumer remains
autonomous"
Jason Mander - Future Foundation
Translated from English -Read article: http://bit.ly/1CnNgZK
2 ILLUSTRATIONS
12. 1. THE ADVENT OF CURATION
From information to purchasing a product, including getting gift ideas, we want to be guided in our decision-making.
Through presets, we want to have access to relevant, qualitative and reduced choices, according to our tastes and our interests,
to consume more simply.
THE BOX
Beyond discovery and surprise, the box is a selection of the best products
in their category which the brand wants to recommend to its consumers,
according to their profile. They can thus discover what is likely to please
them without going through the infinite scroll in products cluttered in
stores or e-shops.
13. FOLLOW THE NEWS IN "FLIPBOARDS".
To organize information and escalate content in connection with
the topics of interest of the consumer, news aggregators multiply
and give them the ability to customize the restitution of the info,
via sorting and simply deleting.
EDITORIALS FOR E-COMMERCE:
Online fashion shopping is increasingly via editorials that guide
the shoppers. To avoid the loss of time related to the provision of
a catalogue of unlimited clothing, many players are distinguished by
pre-selecting the best parts, the best trends and we guide them
toward what they are looking for.
14. 2. PRIORITIZE INFORMATION
Faced with a volume of available information that increases exponentially, sorting and ranking allow us to see more clearly
and find what we seek more simply and more quickly.
THE BATTLE OF RELEVANCE
The war of algorithms is in full swing. Regardless of their need, alcohol drinks are turning to
actors who are able to recommend the most relevant choices, compared to their profile, their
desires and interests.
15. THE PHENOMENON OF 'TOP '.
It is one of the star formats at the moment, and is the most
shared. It allows you to simply classify information, so that it is
always more digestible and entertaining.
QAPA
Even job search is simplified thanks to algorithms. On Qapa, we
upload our CV, our job requirements and what we are looking for.
The service classifies the offers by relevance and shows only those
which meet a minimum of the required conditions.
16. 3. BY THE IRRESISTIBLE RELEASE
When too much choice causes frustration, simplicity is embodied in the absence of choice. More & more shops and services
make choices in our place, offering only a single option or letting others decide for us.
A RESTAURANT, A DISH!
People know why they come and don’t ask themselves too much
questions. They sit down and enjoy dishes without any hesitation
or any "oh I should have chosen that other dish » spoiling the
party. Single dish restaurants are a real trend that develops, like
« Balls », a Parisian restaurant... of meatballs !
17. THE RANDOM DECISION ALGORITHMS
Knowing what to eat tonight, finding an outfit for Christmas,
choosing a shower gel: we sometimes would like not to have to
make a decision. To remedy this, we today find services that
suggest us answers randomly.
DELEGATE THE DECISION TO OTHERS
Today, some services allow us to crowdsource our decisions. Ask a
question, or put forth a dilemma and people vote for the option
they prefer. They decide for us when we don't want to make a
choice on our own.
18. 4. STREAMLINE OUR INTERACTIONS
It is now necessary to lift all barriers on our journey as consumers and seek to facilitate our interactions to go straight to the
point, whatever we do.
BETWEEN US
Many services simplify our human interactions to the maximum, through
messages or modes of binary contact, to make our exchanges more
effective and to interact more quickly.
19. IN-STORE
Consumers are increasingly fond of "click'n'collect" and "fast
check out", which facilitate their buying process and make them
save time while in shops, hotels and others.
OVER THE INTERNET
Buy with one click, easily find a size, facilitate returns, etc.:
irritants and barriers are numerous for e-commerce and are
gradually overcome by a few simple innovations, which reassures
us and makes our purchasing process most enjoyable.
20. SHYP
To post your letters and parcels without suffering queuing and without
worrying about opening hours, start-ups such as Shyp have grown and
they come home, collect the objects or letters to send, then take care of
everything for us
5. THE DIGITAL CONCIERGE
With one click, we can find someone who will complete all these small arduous tasks that take us increasingly more time on a
daily basis.
FLYCLEANERS
Doing laundry has never been easier. Through an app, we can
hire a person who will come to take our clothes to clean, is
responsible for any deposits to the dry cleaners and other washes
and then return the laundry, clean and folded.
21. E-CONSTAT
The demand for digitalisation of many business processes is
increasing. From 1 December 2014, it is possible to complete a
car accident form for assurances online. You will only need an
application on your "smartphone" to solve your possible clashes
on the road.
MAKING AN APPOINTMENT ONLINE
Today, many doctors are accessible on the web. The
mondocteur.fr platform can simply and quickly make an
appointment. While sitting at home, a consumer can select the
desired speciality, see all available doctors, their information and
their open slots. In one click, the appointment is made.
22. 6. DO EVERYTHING AT THE SAME LOCATION
To best manage what we have to do every day, while having a good time, many places become multifunctional, combining the
useful and enjoyable. Everything is done in one place and everything is easier for us, to avoid being forced to run to different
places.
WASBAR
Do your laundry, while working at the local café or a drink with
friends: this is the concept of Wasbar, which includes a café in the
same place to comfortably use washing machines to do one's laundry
in a pleasant environment .
23. STORE PICKUP BY MAIL
To remove this barrier in online shopping, send packages without
loss of time, order a delivery of flowers, chocolates or buy wine,
but also to manage one's laundry, Post launches PickUp Store, a
space concierge, in places with high traffic (coming to St Lazare)
to facilitate the management of every day things for people who
work and pick up the same later in the week.
VÉLOS-CAFÉS
Tomorrow, we will be at the local café. Starting with repair of our
bikes in the metropolis to encourage this means of transport more
and more, which is environmental and sporty for everyone. The
phenomenon of bike cafés, though very new, is rapidly becoming
popular in France, where there are already a dozen such
institutions.
24. 7. THE SUCCESS OF SHORT VISUAL
The image invaded all our communications. Easy to consume, quickly comprehensible it became the star of exchanges and
consumer expressions. Everything is transmitted faster.
SOCIAL NETWORKS PHOTO
Today, social networks centered on images are the fastest growing
networks. Snapchat, Instagram, Pinterest: all tools that now support our
desire to share quickly and simply, what we see and live.
25. AN IMAGE FOR EVERY IMAGINARY PRODUCT
One of the most effective campaigns recently - and rewarded by
Effie in 2014 - was "No Logo" by McDonalds. In 2013, Big Mac
or Sundae were the big products that caused a stir in the market.
In 2014, the pictograms of "Big 6" (its most popular products)
adorned its print ads. Nothing is more effective to evoke a desire
in the consumer than an imagination linked to the brand!
ENTERTAINMENT CONTENT IS GETTING
SHORTER INCREASINGLY
As people's attention span decreases, the formats we use get
shorter. The content is short, fitted to the extreme, to keep only
the essentials and entertain us effectively.
26. 8. SIMPLICITY AS PHILOSOPHY
Today, when they do not find a solution to better manage their lives ever faster, people decide to slow down. Rather than try
to do everything more efficiently, they are doing less and refocussing on what really matters.
THE "SLOW LIVING"
Lifestyle choices are increasingly prevalent, it can apply to anything: "Slow food", "slow design",
"slow cities", etc. The "slow" promotes a healthier and accountable lifestyle away from the
urgency of today's world. It encourages following the natural rhythm of things, to respect the
humans and environment by living in the moment.
27. VOLUNTARY SIMPLICITY
For ethical, ecological and social reasons, more and more people
are choosing to go against the grain of the consumer society to
consume only what they absolutely need. They want to improve
their quality of life, prioritizing family, human and community.
FOCUS ON SIMPLE THINGS
"Simple Things", "Real Simple", "Happinez" and many
magazines around the simple living and fun things in everyday
life, meet great success, with consumers looking to return to the
modes of quieter life.
28. 9. KEEP ONLY THE ESSENTIALS
Forgetting superfluous to navigate better and grasping things better becomes paramount for an increasing number of
consumers. The art of the empty and clean spills pushes us to think about the value of each item.
CLEANING OF DRESSING AREA
A dressing room of a fashionista is more likely to be filled easily. Yet for some
time, keeping only the essential, key parts, has become an art. They simplify
their options and return to the timeless, giving way to the real beautiful
pieces.
29. REFINED DESIGN
Minimalism, "lean" and "flat" design: today we have a tendency
to eliminate frills and keep only the essential elements both in the
way we imagine, design, represent and decorate. We go for the
simpler and it is more beautiful!
THE "TINY HOUSES"
The "tiny houses" movement (litt. Tiny houses) is gaining ground.
These houses consist of a living area of less than 10m2, mounted
on wheels and transportable as a caravan. As we become
increasingly mobile and voluntarily reduce our impact, they are
the new alternative, inexpensive but comfortable.
30. THE DESIRE OF SIMPLICITY,
BY CONTRIBUTING TOWARDS DEVELOPING
THE HABITS OF CONSUMERS AND MAKING
THEIR THEIR SEARCH EXPERIENCES MORE
FLUID,
MORE FREE AND MORE USEFUL.
31. IMPACT ON THE BRAND/
ALCOHOL DRINKS
RELATIONSHIP
Chapter 3
32. KEEP IT SIMPLE
STUPID*
* litt. "Keep it simple, stupid"
= "Do not complicate things"
Facilitating increased access in using your products and
services, answering each question, raising all barriers, guiding
consumers
33. # 1 MAKING LIFE EASIER EVERYDAY
Today it is to imagine new services that will improve the lives of its consumers on a daily basis. Brands can provide simple
solutions to the problems faced by consumers while responding to insights of their daily lives, .
KLM #HAPPYTOHELP
This is THE customer service for people who travel. It supports all calls
for help from any passenger on any airline, for problems ranging from
knowing the departure time of the flight, to finding a service to collect
forgotten passports
34. ESURANCE
To access the estimation of insurance reimbursements for
damage faster, Esurance provides an opportunity for its
members to handle everything via video chat. On the app,
the consumer makes an appointment, fills the information
requested in advance and everything is settled (support,
estimation and payment) during scheduled video chat.
SIMPLIFY THE CULINARY EXPERIENCE
Knowing what to cook with what you have in the fridge is the
goal of Hellsman, thanks to the possibility that the brand
gives us through twitter and give us a simple and great recipe
according to the the contents of our fridge
35. # 2 BE ACCESSIBLE EVERYWHERE, ALL THE TIME
Brands must always be within reach of their consumers. They must now adapt and integrate fully into the rhythm of their
customer's life, offering the same quality of service across all channels so that any issue or barrier is managed effectively.
BOUYGUES TELECOM
In addition to its traditional customer
service, Bouygues has developed many
ways for customers to contact them.
The woobees are on twitter, the forum
is lively and full of questions and
answers and the brand is also available
on Facebook, to help any user. More
recently, the brand has provided the
option of making online appointments
in a store close to home. Everything is
done to make the brand available for
the consumers.
36. DARTY
To expand its customer service and always be accessible,
Darty has recently created the connect button. A problem
with any device? Press the button and contact us. It is as
simple as that.
H&M
In the US, the company offers many services before, during
and after the purchase. Click'n'collect, online store for
returns, exchange of old clothes against vouchers, contact-less
payment booths, etc. : Brand innovates and streamlines the
process increasingly.
37. # 3 GUIDE TO MAKING CHOICES SIMPLER
To facilitate choices, brands must use direct messages, "talking", view aggregations, screening, etc. Anything that emphasizes
on the most obvious decision. And this involves managing the wealth of information available in the most transparent way
possible.
TESCO
As making a choice in
multimedia range is
considered particularly
difficult by many
consumers * TESCO has
installed interactive screens
just to facilitate comparison
of the offered phones. The
consumer has to enter the
names of two phones and
the screen automatically
displays the comparative
characteristics of both
models
* http://bit.ly/192LUmO
38. NUTRITION LABELLING CARREFOUR
Although controversial, still under discussion, the labelling
system devised by Carrefour's food is a good method to
guide consumers towards what is best without skipping any
ingredient.
BIOGARAN
With Biogaran Council, the brand indicates the drug of
choice indicating clearly the symptom and the dosage of
each drug available as a free service. The consumers may
self-medicate without fear.
39. # 4 THE BEST USE
Whether in operation, in its organization, point of sale, in its web and mobile interfaces, in its design or its offer, a brand must
remain functional and practical. Everything must be usable and findable in an instant, to avoid the pitfalls of taking time to
understand or seek, and not to offer too complex an experience.
BNP / HELLOBANK
With Hellobank, BNP Paribas
reinvents the bank. The
interface, as long as the service
has been optimized and
working to be "user-friendly".
Simple to understand, use,
manage, everything is
presented so that the user can
do everything himself as easily
as possible - and, in case of
problem it always has access to
an ultra available customer
service.
40. NEIMAN MARCUS
An app offering loyalty benefits which can be used by a
consumer to book items online, program market events in his
calendar, find an item he loves with just a picture, take
appointment with a salesperson to be received personally in
store, etc. : The list of all that is accessible via the Neiman
Marcus application is very long - but it has the advantage of
centralizing everything in one place to make consistent
customer experience and facilitate its relationship management
with the brand. All this, while remaining hyper functional!
LOCALISATION IN-STORE
Ikea, Galeries Lafayette or Carrefour use mobile store to
facilitate research products which enable consumers to easily
find their way and what they really need.
41. # 5 SIMPLE, DOWN TO EARTH IDEAS
Being simple is also about being smart and possessing the know how to communicate the ingenious and accessible ideas at the
heart of its brand without embellishment. The trend today is to have a clever idea of an easy device for consumers looking to
simply and clearly understand what they are offered, no frills, so not to get lost in the details.
DHL
Although it was not premeditated by DHL themselves, it is the epitome
of a simple idea that was useful. On a thermoreactive packaging the
message "DHL is faster" was inscribed (in English). During the trip, the
package reacts to temperature and displays the message on the boxes
carried by couriers to all competitors. A great source of inspiration to
promote which surprisingly and unexpectedly added value of its brand.
42. ANZAC
The New Zealander organization for veterans selling
badges on the streets to raise funds. But who has the
currency with them always? To make it an even simpler
donation, the association has set up the "moment of
silence" phone, the gift is simply charged to the phone
bill, when the person calls the number which has been
set up.
NIVEA
To illustrate its promise to protect children (with sun
cream 60), Nivea has created the "protection ad" in
Brazil, a pub with a connected print bracelet that warns
parents via smartphone, when the child strays too far.
More protection for children, less concern for parents!
43. Document produced by Paola Craveiro & Mathieu Genelle
THANK YOU
CONTACT US
Hélène Meinerad
+33 (0)6 16 72 09 46
helene.meinerad@chemistry-agency.fr
Mathieu Genelle
+33 (0)6 19 76 11 95
mathieu.genelle@chemistry-agency.fr
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