IN A UNIQUE CONTENT SERIES FOR Y&R LATAM I HELPED TO CREATED, A SHORT TREND REPORTS THAT EXPLAIN TRENDS WITH TENSION AS A CONCEPT Emerging trends often to have two oppositional sides -a paradox or contradiction at the heart of what makes these social movements so compelling. As a planner at Y&R, I created a roundup of the most interesting trends and their inherent tension. By tapping into these unique insights, brands can set themselves apart and redefine category expectations. The 'Trends with Tension' report takes on an array of topics from technology as a key to connect and disconnect us, to cultural diversity against the importance of cultural identity.

3. ACCEPTABILITYAS PART OF LIQUID MODERNITY
Zygmunt Bauman, Polish sociologist originator of the liquid
modernity concept, Bauman examines how we have moved
away from a 'heavy' and 'solid', hardware-focused modernity to a
'light' and 'liquid', software-based modernity
Generating a profound change to all aspects of the human
conditions served to make sense of shared human life -
emancipation, individuality, time/space, work and
community - and traces their successive incarnations and
changes of meaning. Globalization, politics and the way we
relate, it is a call to rethink the concepts to tell the human
individual experience and their joint history
VERONICA MARIN , DIRECTORA REGIONAL DE EXPLORING
Every year, the planners at Y&R share insights about
how the world around us is changing. But the reality
is that it’s never black and white. At a macro level,
every behavior, observation and perspective has an
inherent tension. Every trend has a countertrend.

4. ACCEPTABILITY AS
PART OF IDENTITY
• The acceptability of imperfection -as well as part of the global
zeitgeist- , is in LATAM a form of survival. The imperfection of the
region in political, social and economic events can be very frustrating
, therefore , acceptability helps decompress. We can edit a possible
reality and not an unattainable paradigm. We have become
accustomed to "do the best we can, with what we have" and "move
forward, keep going“. Great power of resilience, humor and
admiration for contradictory heroes.
• Thus, adding to the already extensive list of successful and global
shows such as Breaking Bad, Big-Bang Theory, Game of Thrones ...
we can particularly contribute with acceptability/imperfection local-
global icons like as …

5. EVA PERON: AUTHORITATIVE FEMINIST
At the time in which Eva Peron fought for the rights of the poor, workers and women, there was no other way for a woman to
make the changes if not through imposing an aggressive attitude. But she never lost her femininity.

6. EVO MORALES (PRESIDENT FROM BOLIVIA):
INDIGENOUS PRINCE

7. GONZÁLES IÑARRITU: ANONIMUS POPULARITY

8. CARLOS TEVEZ: SLUM - SUPERSTAR

9. PABLO ESCOBAR, EL PATRÓN DEL MAL:
The very successful TV series in Latin America depicts the life of Colombian drug lord Pablo Escobar Gaviria since childhood. The use of
indiscriminate violence made ​​him the most feared and bloodthirsty drug kingpin of the last century. He even destabilize the Colombian
government as it became a national hero for offering work, education and assistance to farmers of coca along all the country.
EVIL CHARISMATIC / PERVERTED LEADER / SINISTER GENEROSITY

10. PEPE MUJICA: AUTORIDAD HUMILDE

11. POPE FRANCIS: PROVOCATIVE - SPIRITUALLY
Since April 2013 several books and magazines about Pope Francisco are topping the ranking of the best selling in many Latin American countries as
well as European countries like Italy and Spain. The most interesting for people is the book that compiles the dialogues between Francis and one of
his best friends: the Jewish-Argentine rabbin Skorka.

12. MASTER CHEF: POPULAR SOPHISTICATED
The new reality TV show presents ordinary cooks who try become sophisticated chefs. The clash between the jury
experience (very famous local chefs) with the average techniques and styles of the contestants, is irresistible.

13. SAID
OBSERVED
SEARCH
DATA%
.
1. GENDER EQUALITY / TRADITIONAL GENDER ROLES
2. DIVERSITY AS IDENTITY / THE ORIGIN AS IDENTITY
3. INDIVIDUALISM / COMMUNITY
4. BRANDS OVERWHELM / BRANDS COMMIT
5. TECH CONNECT US / TECH DISCONNECT US
6. THE INDUSTRIAL IS THE FUTURE / THE CRAFT IS THE FUTURE
7. LOCAL LOVE / GLOBAL LOVE
8. RETAIL CONCENTRATION / FRAGMENTATION RETAIL
9. EDUCATION FOR ALL / PERSONALIZED EDUCATION
SANDY THOMPSON, DIRECTORA GLOBAL DE PLANEACIÓN
The reality is trends come and go and predictions can be
right or wrong.
In this fast-paced and ever-shifting consumer
marketplace, there are no absolutes in today’s world, If
brands doesn’t open their minds to all of them, they don’t
know what they’re missing. This report aims to highlight
the importance of brands on focusing not only on trends,
but also on counter-trends
At a macro level, every behavior, observation, and
perspective has an inherent tension. We’re looking at the
evolution of opportunities through science, technology,
and consumer behavior
We’re not here to say this is ‘dead or alive,’ but that this
is a possibility for brands to better develop their inherent
tension.”

32. JULIAN.PULIDO@YRBRANDS.COM