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trendwatching.com’s free Monthly Trend Briefing       December 2012 / January 2013


10 crucial consumer
trends 2013
How will YOU deliver on consumer expectations in the next 12 months?




trendwatching.com/trends/10trends2013
Introduction:
                                                                                     1. PRESUMERS &   2. EMERGING2    3. MOBILE
                                                                                        CUSTOWNERS                      MOMENTS


        2013 will be the perfect storm of necessity
        and opportunity: some economies will do
        OK(-ish), others will be shaky, but in whatever                              4. NEW LIFE      5.              6. CELEBRATION
        market or industry you’re in, those who                                         INSIDE        APPSCRIPTIONS      NATION
        understand & cater to changing consumer
        needs, desires and expectations will forever
        have plenty of opportunity to profit. A
        remapped global economy, new technologies                                    7. DATA MYNING   8. AGAIN MADE   9. FULL
        (or ‘old’ technologies applied in new ways),                                                     HERE           FRONTAL

        new business models... hey, what’s not to like?

        Hence this overview of 10 crucial consumer
        trends (in random order) for you to run with in
                                                                                 10. DEMANDING        11. MORE-ISM
        the next 12 months. Onwards and upwards »
                                                                                 BRANDS




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1. PRESUMERS & CUSTOWNERS




          “Consumers will embrace even more ways to participate in the funding and (pre-)launch of new products and brands.”


  2013 will see passionate consumers embrace two                No wonder that the amount PRESUMERS spent on                However, these increasingly business-savvy consumers
  innovative new ‘consumption’ models: becoming                 crowdfunding platforms has risen from just USD 530          are often looking for both a financial and an emotional
  PRESUMERS and CUSTOWNERS.                                     million in 2009, to USD 1.3 billion in 2011, to USD 2.8     return, and therefore only brands that are open, friendly,
                                                                billion in 2012 (Source: Massolution/The Economist, May     honest, trusted, transparent, and somewhat ‘human’ will
  PRESUMERS love to get involved with, push, fund,
                                                                2012).                                                      prove able to attract enthusiastic CUSTOWNERS.
  and promote products and services before they are
  realized. And thanks to countless new crowdfunding            For more insights, see our recent, dedicated                Also, keep an eye on the US JOBS Act, which will be
  platforms and new manufacturing technologies that are         PRESUMERS Trend Briefing »                                  implemented in January 2013 and for the first time
  finally tipping into the mainstream (and a burgeoning,                                                                    allows non-accredited US investors to buy micro-equity
                                                                Next for PRESUMERS? How about CUSTOWNERS:
  global cult of entrepreneurialism at large), the coming 12                                                                in start-ups. It’s a major factor behind research firm
                                                                consumers who move from passively consuming a
  months will see them have more opportunities than ever                                                                    Gartner’s prediction that funds raised by crowdfunding
                                                                product towards funding/investing (if not owning a stake)
  to do so.                                                                                                                 platforms will rise to USD 6.2 billion in 2013. One for
                                                                in the brands they buy from.
                                                                                                                            other countries to follow suit soon?




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1. PRESUMERS & CUSTOWNERS
                                                                                                                         Brikstarter:
                                                                 ZAOZAO: Social pretailer                                Helping model and build
                                                                 for fashion lovers                                      Kickstarter prototypes




                                                                 Launched in September 2012, Hong Kong based             Brikstarter launched in November 2012 alongside
                                                                 ZAOZAO bills itself “Your social pretailer”. The new    the UK edition of Kickstarter. The company offers
                                                                 online platform allows fashion designers to post pre-   to help people deliver product-focused Kickstarter
                                                                 launch products and get funds for production via the    projects, producing CAD designs, 3D printing
                                                                 site’s community of fashion-loving crowdfunders.        models, making promo videos, and sourcing
                                                                                                                         manufacturers if funded. Project creators must agree
                                                                                                                         to give Brikstarter 10% of initial funds raised plus
                                                                                                                         10% of the subsequent product revenues.




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1. PRESUMERS & CUSTOWNERS

                                                                 Leon Bonds: Interest paid                               This free Trend Briefing is obviously
                                                                 in food vouchers                                        only the tip of the iceberg.




                                                                                                                                                    2013 Trend Report




                                                                                                                             Trend Database +                Industry Trend Reports
                                                                 In July 2012 UK-based healthy fast food franchise         Monthly Updates + Tips
                                                                 Leon created Leon Bonds to raise GBP 1.5 million
                                                                 from its customers (rather than corporate investors),
                                                                                                                                    trendwatching.com/premium
                                                                 so it could further expand and open new locations.
                                                                 Investors received interest in £eon pounds (store       Next year is fast approaching! If you want access to
                                                                 credit).                                                ALL the trends, insights and innovations that need to
                                                                                                                         be on your radar in the next 12-18 months, check out
                                                                                                                         our new 2013 Premium Service, including the 2013
                                                                                                                         Trend Report!
                                                                                                                                                                        MORE »



w w w. t r e n d w a t c h i n g . c o m   10 crucial consumer trends for 2013            5
1. PRESUMERS & CUSTOWNERS

                                                                 Fundable: Equity                                       Barclaycard Ring:
                                                                 crowdfunding platform                                  ‘Social’ credit card




                                                                 Fundable is a US-based equity crowdfunding             And if you’re not ready to give away equity, but
                                                                 platform for start-up companies, aiming to take        do want to reward consumer-stakeholders, then
                                                                 advantage of the JOBS Act legislation in the US (see   learn from the Barclaycard Ring MasterCard, a
                                                                 above). To date, start-ups on Fundable have offered    ‘social’ credit card designed and developed through
                                                                 “rewards”, such as products or experiences, to         community crowdsourcing. Through a virtual
                                                                 investors.                                             community, members can suggest and vote on
                                                                                                                        decisions that affect how the card is managed and
                                                                                                                        serviced. Members also share in the profit generated.




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2. EMERGING2




                                           “Emerging brands from all over are catering to emerging middle classes from all over.”


  While the last two decades were about developed                 On top of that, with these emerging market brands          for the first time (measured in Purchasing Power
  markets catering to emerging ones, and emerging                 having cut their teeth operating in fast-rising emerging   Parity terms) to USD 44.1 trillion versus USD 42.7 trillion
  markets increasingly catering to developed ones; now            markets and catering to ever-more important emerging       (Source: IMF, October 2012).
  get ready for an explosion in products and services             middle classes, expect even more of the next
                                                                                                                             One exercise for anyone (whether you’re in an emerging
  from emerging markets for emerging markets.                     global mass market powerhouses to come from
                                                                                                                             market or not) with global ambition: ask yourself who
                                                                  emerging markets.
  Think Chinese and Brazilian brands selling to the middle                                                                   are the new power players in your industry? Don’t know
  classes in Turkey, India or South Africa. Or vice versa.        The numbers sure are juicy: in 2013, the GDP of            where to start? Use our EXCEPTIONALL Trend Briefing
                                                                  emerging markets will exceed advanced markets              to kick off a broader competitive analysis for 2013.




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2. EMERGING2
                                                                 WeChat: Chinese
                                                                 messaging app reaches                                  Peak Games: 3rd largest
                                                                 200 million users globally                             social gaming platform




                                                                 Tencent’s WeChat, the Chinese voice, text and          Turkey-based Peak Games is now the third largest
                                                                 photo messaging service has changed its name           social gaming platform worldwide, with 30 million
                                                                 from ‘Weixin’, to have broader global appeal. In       monthly active users across Turkey, the Middle
                                                                 September 2012 the service added Hindi support         East and North Africa. The company saw Q1 2012
                                                                 in India, having already added Portuguese (for the     revenue increase tenfold compared to Q1 revenue in
                                                                 Brazilian market) and Indonesian. It recently topped   2011.
                                                                 200 million users worldwide.




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2. EMERGING2

                                                                 Amazonas Sandals:                                     Some clients (small & big)
                                                                 Brazilian flip flops in China                         already enjoying access
                                                                                                                       to our Premium Service




                                                                                                                                 trendwatching.com/premium

                                                                                                                       Ranging from big companies to small firms
                                                                 In October 2012 Brazilian sandals brand Amazonas
                                                                 Sandals announced plans to open a store in
                                                                                                                       and agencies, ambitious brands from all over
                                                                 Guangzhou, China, in early 2013. Amazonas             the globe are already deriving real value from
                                                                 Sandals source sustainable raw materials from         our Premium Service.
                                                                 Brazil’s native rubber trees, and their sandals are
                                                                 made with 80% recycled material.                      Don’t get left behind in 2013!
                                                                                                                                                          MORE »




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2. EMERGING2
                                                                                                                          BluePad:
                                                                 Lenovo:                                                  Colombian tablet available
                                                                 Asian smartphone strategy                                throughout Latin America




                                                                 In October 2012, Lenovo started selling a range of       Compumax has launched the first Colombian tablet
                                                                 smartphones in Indonesia, from the high-end K860         designed and made in Bogota. The BluePad has
                                                                 with an 8 megapixel camera and 8 GB of memory,           a 7-inch screen, runs Android 4.0, and has a 4 GB
                                                                 down to more affordable smartphones. The                 SSD drive, expandable via Micro SD to 32 GB.
                                                                 manufacturer also announced that it would launch         The product costs USD 214 – making it the most
                                                                 a smartphone for the Indian market by March 2013,        affordable tablet in the market – and can also be
                                                                 looking to build on its position as the second largest   purchased in Venezuela and Ecuador.
                                                                 smartphone maker in China.




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3. MOBILE MOMENTS




              “Lifestyle multi-if-not-hyper-tasking: why micro-convenience, mini-experiences and digital snacks will rule in 2013.”


  For those wondering where ‘mobile’ will head next, one        We could offer you a deluge of stats on everything from    their devices a day, the average app session lasted
  behavioral insight should give you plenty to run with: in     mobile use to addiction, but we know YOU don’t have        only just over a minute (Source: DFKI, November
  2013, consumers will look to their mobile devices             the time, either, so we’ll just offer three:               2011).
  to maximize absolutely every moment. Hectic,                  •	A survey of US adult smartphone owners found
                                                                                                                          Wondering how to apply MOBILE MOMENTS? Why
  urban lifestyles mean that no amount of (micro) time            that 63% of female respondents and 73% of male
                                                                                                                          not take any of the other trends in this Trend Briefing
  will be too fleeting, or activity too absorbing, to cram in     respondents don’t go an hour without checking their
                                                                                                                          (or our previous Trend Briefings) and add a lifestyle-
  more content, connection, consumption or simply more            phone (Source: Harris Interactive, June 2012).
                                                                                                                          maximization, experience cramming, MOBILE MOMENT
  fun.                                                          •	Cell phone users between 18 and 24 exchange an
                                                                                                                          dimension?
                                                                  average of 109.5 messages on an average day, more
  All of which means the next 12 months will see an
                                                                  than 3,200 per month (Source: Pew Research Centre,      Still struggling? Check out the examples below for
  explosion in MOBILE MOMENTS: products, services
                                                                  September 2012).                                        inspiration on how to shave seconds, fill moments or
  and experiences that will enable mobile-loving
                                                                •	An academic study of Android users’ app-habits          create whole new, on-the-go services:
  consumers to embrace (seamless) lifestyle multi-if-
                                                                  revealed that while users spend nearly one hour on
  not-hyper-tasking.


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3. MOBILE MOMENTS
                                                                                                                           Jana: Mobile market
                                                                 Projekt Ingeborg: Virtual                                 research platform for the
                                                                 library in Klagenfurt, Austria                            developing world




                                                                 July 2012 saw Klagenfurt unveil Projekt Ingeborg          Jana enables cell phone users in the developing
                                                                 which provides a virtual library through QR code          world to participate in market research surveys via
                                                                 stickers placed around the Austrian city. Though          SMS. The service is able to reward participants with
                                                                 the city does not have a public library, residents can    free airtime, and as a result of partnering with mobile
                                                                 access classic literature via the yellow stickers which   operators, reaches nearly 3.5 billion people in over
                                                                 have been placed in locations such as bus stops.          100 countries.




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3. MOBILE MOMENTS

                                                                 Snapchat: Temporary photo                            WeChat:
                                                                 sharing app                                          Hyper social features




                                                                 Snapchat is an app that enables users to share       WeChat the global messaging app mentioned in
                                                                 images that can only be viewed by the recipient      EMERGING² above, contains a number of features
                                                                 for a few seconds before they ‘self-destruct’. The   that enable users to chat with random strangers.
                                                                 developers announced in October 2012 that the        The ‘Remote Shake’ feature randomly connects two
                                                                 service was processing 20 million images a day.      users who shake their phones at the same time,
                                                                                                                      while ‘Drift Bottle’ allows users to send a virtual
                                                                                                                      message in a bottle ‘out to sea’, where it can it
                                                                                                                      collected (and read) by another random user.




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3. MOBILE MOMENTS
                                                                                                                       Peapod:
                                                                 Pogoseat: Maximize your                               QR code ‘virtual stores’ at
                                                                 experience                                            US commuter hotspots




                                                                 Pogoseat is an app that enables audience members      Going all out on the ever-spreading QR-surface-retail
                                                                 at live sports events to identify and purchase        phenomenon, US-based online grocer Peapod.com
                                                                 upgrades to better seats via their smartphone. The    announced in October 2012 that it was launching
                                                                 app identifies empty seats with the best views, and   over 100 QR-code based ‘virtual stores’ at train
                                                                 once users have selected their new seats they are     stations in major cities including Boston, New York,
                                                                 able to enter payment details, purchase, and move.    Washington, D.C. and Chicago. Meanwhile, QR
                                                                                                                       code ‘shops’ continue to spread. Just one more (of
                                                                                                                       many!): Walmart-owned Mexican supermarket chain
                                                                                                                       Superama has unveiled QR code-enabled kiosks
                                                                                                                       in a selection of shopping centers in Mexico City.
                                                                                                                       Global MOBILE MOMENTS are truly upon us ;-)




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4. NEW LIFE INSIDE




                                                                 “It’s time for products that give back.”


  Recession or no recession, long term, one of brands’         Of course, NEW LIFE INSIDE products are not going
  major quests is for more ecologically sustainable            to solve major sustainability challenges. But more than
  activities. So here’s just one small, sign-of-the-times      ever in 2013, there is great symbolic value in creating
  eco-mini-trend for 2013: the phenomenon of products          new, environmentally beneficial life out of a consumer
  and services that quite literally contain new life inside.   product.
  Rather than being discarded or even recycled (by
                                                               And symbolic, even playful statements of your values
  someone else), these products can be planted and
                                                               will resonate with consumers, too. Especially if they
  grown, with all the eco-status and eco-stories that
                                                               are seen as expressions of larger intent to take more
  come with that.
                                                               meaningful action.




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4. NEW LIFE INSIDE

                                                                 ‘To Be Nature’ Chopstick:                                 Sprout: The pencil that
                                                                 Converts to plant support                                 wants to be a plant




                                                                 Korean designer Gyeongwan Koo created the ‘To Be          Sprout is a pencil that wants to be a plant when it
                                                                 Nature Chopstick’ as an environmental alternative to      grows up. Once the pencil becomes too short to use
                                                                 disposable chopsticks. After users are finished with      it can be planted: a seed capsule in the tip of the
                                                                 them, they place them tip-first into soil, where a seed   pencil will dissolve upon contact with water, allowing
                                                                 will germinate and grow into a plant. One of each         the seed inside to germinate and grow. The project
                                                                 pair of the sticks has a transparent starch cap at the    had successfully raised more than USD 35,000 from
                                                                 end containing the seed, and the other stuck can be       over 2,000 supportive PRESUMERS when funding
                                                                 slotted into the top of the other, providing a support    closed in September 2012.
                                                                 for the seedling to grow alongside.




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4. NEW LIFE INSIDE

                                                                 Tierra Patagonia Hotel &                               Molson Canadian:
                                                                 Spa: Trackable seeds                                   Plantable coasters




                                                                 Chile’s Tierra Patagonia Hotel & Spa has launched      As part of beer brand Molson Canadian’s Red Leaf
                                                                 an initiative to give each of its guests a trackable   Project in reforestation, the brand released coasters
                                                                 virtual tree seed. Every guest is given a code and     made of seed paper, which grow into a tree when
                                                                 can choose where in the relevant protected area        planted. Since June 2012, one million of the coasters
                                                                 they would like their tree to be planted. Once         have been distributed via bars and select crates of
                                                                 planted, guests receive a geo-referenced Google        beer.
                                                                 Maps link to track their tree.




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5. APPSCRIPTIONS




                                                              “Digital technologies are the new medicine.”


  Digital technologies are the new medicine, as                 of a course of treatment. And for health providers,
  doctors and physicians turn to health apps and services       these digital ‘medicines’ promise to reduce costs by
  to improve health outcomes.                                   making consumers more aware of their health, improve
                                                                compliance, and allow remote monitoring that can pick
  We flagged the rise of DIY HEALTH* last year but
                                                                up warning signals earlier.
  increasingly, with over 13,000 health apps in the Apple
  app store it’s not a case now of finding an app, but          Even if you’re not in the health industry, and think
  finding the BEST one, and – given that this is a health       APPSCRIPTIONS isn’t relevant for you, we bet that an
  issue – one that is accurate and safe.                        hour spent considering the bigger underlying trend –
                                                                towards mobile driven service delivery – could yield
  So in 2013, expect consumers to turn to the medical
                                                                some profitable new insights.                           * DIY HEALTH was about consumers using tech to track,
  profession and medical institutions to certify and
  curate these products, with doctors also ‘prescribing’                                                                manage, monitor and improve their health. Usually in an
                                                                                                                        informal and self-imposed way.
  them, much as they prescribe medicines, as part



w w w. t r e n d w a t c h i n g . c o m   10 crucial consumer trends for 2013           18
5. appscriptions

                                                                 mRX: App store for                                   Antibiotics Reminder app
                                                                 healthcare professionals




                                                                 Happtique (a subsidiary of the Greater New York      In June 2012 the Australian government funded
                                                                 Hospital Association) is a healthcare app store      ‘National Prescribing Service’ launched Antibiotics
                                                                 developed by and for healthcare professionals. In    Reminder. The free smartphone app lets patients
                                                                 August 2012 Happtique launched a pilot program for   set reminders for their prescribed medication, track
                                                                 an electronic prescription app mRx, which enables    when they have taken it, and keep a recovery diary
                                                                 medical practitioners to prescribe certified apps    to monitor their progress. The app aims to help users
                                                                 to patients, and then track which patients have      take their antibiotics correctly, and so get the best
                                                                 downloaded prescribed apps and send reminders to     results from their medicine.
                                                                 those whose apps aren’t downloaded.




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5. appscriptions
                                                                 Proteus Digital Health: FDA
                                                                 approval for ingestible medicine                         Some clients (small & big)
                                                                 compliance tracking sensor                               already enjoying access
                                                                                                                          to our Premium Service




                                                                                                                                    trendwatching.com/premium

                                                                                                                          Ranging from big companies to small firms
                                                                 In July 2012, the Food & Drug Administration in
                                                                 the US granted Proteus Digital Health pre-market
                                                                                                                          and agencies, ambitious brands from all over
                                                                 clearance for their ingestible sensor that can monitor   the globe are already deriving real value from
                                                                 whether a patient is taking their medicine. The          our Premium Service.
                                                                 sensor is activated (and powered) by stomach fluid,
                                                                 and the patient’s physiological data is output to an     Don’t get left behind in 2013!
                                                                 accompanying smartphone app, that will alert them                                           MORE »
                                                                 if a medicine isn’t taken as scheduled.




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6. CELEBRATION NATION




                                                                     “Flaunting the new ‘it’ cultures.”


  In 2013, global cultural capital will continue to            In case you’re not from one of these CELEBRATION
  be overturned just as dynamically as its financial           NATIONS, then it’s probably time to partner with a hot
  equivalent. One result? Emerging markets will                local brand from an emerging market and bring their
  proudly export and even flaunt their national                flavor to your customers. Or, if you’re already active in
  and cultural heritage in the next 12 months.                 one of these markets yourself, reread our MADE FOR
  Symbols, lifestyles and traditions that were previously      CHINA (IF NOT BRIC) trend, and start paying respect
  downplayed if not denied, are being brought up to date,      to local cultures.
  to become a source of pride for domestic consumers,
  and of interest to global consumers.




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6. CELEBRATION NATION

                                                                 NE-TIGER: Luxury fashion                                   House of Masaba:
                                                                 ‘From China, to the World’                                 Pop Art sarees




                                                                 China’s first luxury fashion brand NE-TIGER, is            Mumbai-based luxury fashion designer Masaba
                                                                 renowned for its East-meets-West, ethnically inspired      Gupta’s House of Masaba has reinvented the
                                                                 designs. September 2012 saw the company’s                  traditional Indian sarees with quirky, modern motifs
                                                                 founder Zhang Zhifeng give a speech entitled ‘From         and Pop Art prints that are targeted at young female
                                                                 China, to the World’ before the brand presented its        consumers. Released in Spring 2012, her black-and-
                                                                 latest haute couture ‘Huafu’ collection in Milan, Italy.   white camera print saree has been favored by several
                                                                                                                            Indian celebrities, as have her cow- and animal-print
                                                                                                                            versions. Prices range from INR 8,000 to 10,000.




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6. CELEBRATION NATION

                                                                 Studio Tsimáni: Design that                            This free Trend Briefing is obviously
                                                                 celebrates Mexico                                      only the tip of the iceberg.




                                                                                                                                                   2013 Trend Report




                                                                                                                            Trend Database +                Industry Trend Reports
                                                                 In April 2012 Studio Tsimáni was invited to join the     Monthly Updates + Tips
                                                                 Destination Mexico initiative at the MoMA Design
                                                                 Store in New York. The studio takes inspiration from
                                                                                                                                   trendwatching.com/premium
                                                                 traditional Mexican culture to develop contemporary
                                                                 furniture and homeware products that embody the        Next year is fast approaching! If you want access to
                                                                 people and identity of the country.                    ALL the trends, insights and innovations that need to
                                                                                                                        be on your radar in the next 12-18 months, check out
                                                                                                                        our new 2013 Premium Service, including the 2013
                                                                                                                        Trend Report!
                                                                                                                                                                       MORE »



w w w. t r e n d w a t c h i n g . c o m   10 crucial consumer trends for 2013            23
6. CELEBRATION NATION

                                                                                                                      Sulwhasoo: Traditional
                                                                 tvN: K-Pop Star Hunt                                 Korean beauty takes the US




                                                                 Launched in July 2012, Season Two of tvN’s K-Pop     Beauty insiders have long celebrated Korean beauty
                                                                 Star Hunt aims to find the next big K-Pop star in    products, but expect this to grow further in the
                                                                 Asia. The hunt is being held across eight Asian      coming 12 months. Just one example: in October
                                                                 countries, including South Korea, Japan, Malaysia,   2012, shoppers at Neiman Marcus stores in San
                                                                 Vietnam and Thailand. Korean music is of course      Francisco could purchase the Korean beauty brand
                                                                 now a global phenomenon, especially after the        Sulwhasoo. Noted for its distinctive package design
                                                                 smash hit ‘Gangnam Style’ by PSY (even if he pokes   reminiscent of classic Korean pottery, its products
                                                                 fun at many K-Pop staples ;-).                       feature native Korean botanicals and medicinal
                                                                                                                      herbs, including ginseng and white peony root.




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6. CELEBRATION NATION

                                                                 Sol de Janeiro: Brazilian                              Osklen: Luxury modern
                                                                 inspired beauty                                        Brazilian style




                                                                 Beauty brand Sol de Janeiro, which celebrates          Luxury Brazilian fashion house Osklen unveiled
                                                                 iconic Braziian beach culture, is now being stocked    its Spring/Summer 2013 collection at New York’s
                                                                 by Sephora in the US. The brand uses traditional       Fashion week for the first time in September 2012.
                                                                 local ingredients like green coffee beans (which       The brand’s founder and creative director said
                                                                 prevent free radicals from damaging skin cells), and   that the style was “Brazilian soul meets Californian
                                                                 antioxidants from an extract of acai.                  dreaming… modern”. Osklen has 62 stores in Brazil,
                                                                                                                        and is available in stores in the US, Japan and Italy,
                                                                                                                        amongst others.




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7. DATA MYNING




                                                           “Why consumers want ‘good’ data not ‘big’ data.”


  If data is the new resource, expect consumers in              offer customers help and advice on how to improve their   A word of warning: brands will have to walk a fine
  2013 to start demanding their share of its value.             behavior and/ or save money.                              line between offering consumers a valuable (and
                                                                                                                          ideally seamless) service, and freaking them out with
  To date, the ‘big data’ discussion has focused on the         Of course, this is nothing new in the world of
                                                                                                                          aggressive if not downright scary ‘services’. Yes,
  value of customer data to businesses. Now, increasingly       entertainment (think film recommendations and re-read
                                                                                                                          consumers want to feel served to, but they don’t like to
  savvy consumers will start to reverse the flow: seeking       our TWINSUMER Trend Briefing from 2005 ;-) but in
                                                                                                                          be watched.
  to own and make the most of their lifestyle data,             2013 expect even ‘mundane’ industries to start taking
  and turning to brands that use this data to proactively       consumers’ data and making it useful.




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7. DATA MYNING

                                                                 Movenbank: CRED score                                  Cignifi: Credit scores from
                                                                 rewards savers                                         mobile usage data




                                                                 Movenbank launched in October 2012 with the            Cignifi is a US firm that has developed analytics
                                                                 aim of creating a financial services platform that     technology which uses mobile usage patterns –
                                                                 encourages customers to improve their financial        calls, messages and top-ups – to assess someone’s
                                                                 behavior, and rewards them for doing so. The           lifestyle and subsequent credit risk profile. The
                                                                 service is based on a user’s CRED score, which is      service recently completed a pilot in Brazil, and is
                                                                 boosted by managing spending and saving, as well       now targeting the 100 million people that make up
                                                                 as by ‘social influence’. Customers with higher CRED   Brazil’s emerging middle class; who currently have
                                                                 scores can benefit from reduced fees and access        limited access to financial services products due to
                                                                 additional products.                                   their lack of traditional credit data.




w w w. t r e n d w a t c h i n g . c o m   10 crucial consumer trends for 2013           27
7. DATA MYNING

                                                                 Kroger: Personalized                                 Opower: Social app creates
                                                                 supermarket discounts                                energy usage competition




                                                                 August 2012 saw US-based supermarket chain           Launched in April 2012, the Opower energy app
                                                                 Kroger introduce a personalized discounts scheme,    is the result of a collaboration between Facebook,
                                                                 generating coupons based on shoppers’ loyalty card   the Natural Resources Defense Council, energy
                                                                 usage data. Kroger said that 70% of shoppers who     information software maker Opower and 16 US
                                                                 received personalized coupons redeemed at least      based utility companies. Users can connect their
                                                                 one of them.                                         energy account to the app, and see visualizations
                                                                                                                      of their energy usage throughout the month. They
                                                                                                                      are able to compare their usage to that of friends
                                                                                                                      and other households in the US, and engage in
                                                                                                                      competitions to reduce household energy waste.




w w w. t r e n d w a t c h i n g . c o m   10 crucial consumer trends for 2013          28
8. AGAIN MADE HERE




                                                          “Local manufacturing is the new Service Economy.”


  Driving this trend: the perfect storm of consumers’ ever-     Just one stat to kick-start the discussion:
  greater NEWISM, the expectation of getting just the           •	 Four out of five US shoppers (76%) notice “Made in
  right product (and NOW!), eco-concerns and the desire           the USA” claims and labels, and are more likely to
  for more interesting STATUS STORIES, all combined               purchase that product (Source: Perception Research,
  with the spread of new local manufacturing technologies         July 2012).
  such as 3D-printing and make-on-demand.
                                                                Observant readers will have by now noted how
  And of course, consumer embrace of AGAIN MADE                 PRESUMERS and AGAIN MADE HERE will feed off
  HERE will be welcome news for executives concerned            each other in the coming months. Get ready, as the
  by rising labor costs in China, long lead times and fragile   reshaping of the mechanics and business models of
  global supply chains.                                         manufacturing will make ‘local’ in 2013 about much
                                                                more than just artisan food and craft ;-)




w w w. t r e n d w a t c h i n g . c o m   10 crucial consumer trends for 2013          29
8. AGAIN MADE HERE
                                                                 Shapeways : Factory of
                                                                 the Future opened in Long                                Tesla Model S:
                                                                 Island City, New York                                    Made in California




                                                                 In October 2012, leading 3D printing platform            June 2012 saw the first deliveries of the Tesla Model
                                                                 Shapeways – which provides 3D printing services          S, manufactured in Fremont, California. The car is
                                                                 to its community of designers and PRESUMERS –            powered by a lithium-ion battery and has a 0-60 mph
                                                                 opened its Factory of the Future in Long Island City,    time of 4.5 seconds, providing a high performance
                                                                 New York. The 25,000 square foot site will host 30 to    sports driving experience. The Model S also has a
                                                                 50 3D printers, and will have capacity to print 3 to 5   touchscreen dashboard with wireless Internet access
                                                                 million objects annually.                                (which can be synced with various smartphones),
                                                                                                                          allowing users to control systems such as navigation,
                                                                                                                          music and temperature.




w w w. t r e n d w a t c h i n g . c o m   10 crucial consumer trends for 2013            30
8. AGAIN MADE HERE
                                                                                                                        Véloscoot:
                                                                 Hiut Denim: “Our town is                               Moving production back to
                                                                 making jeans again”                                    La Rochelle




                                                                 September 2012 saw Hiut Denim release their            In March 2012, French electric bicycle company
                                                                 first batch of jeans from their factory in Cardigan,   Véloscoot moved production from China back to
                                                                 Wales. The UK start-up aims to bring work back to      La Rochelle, France. Véloscoot say they will now
                                                                 the town, which lost its major employer when the       manufacture the first “Made in France” electric
                                                                 previous jeans factory was closed nearly a decade      bicycle, and aim to become more competitive by
                                                                 ago. The jeans also come with a ‘History Tag’          being closer to their primary market.
                                                                 app, which enables customers to see images from
                                                                 throughout the jeans’ manufacturing.




w w w. t r e n d w a t c h i n g . c o m   10 crucial consumer trends for 2013            31
8. AGAIN MADE HERE

                                                                 Google Nexus Q: Designed                              Some clients (small & big)
                                                                 and made in the US                                    already enjoying access
                                                                                                                       to our Premium Service




                                                                                                                                 trendwatching.com/premium

                                                                                                                       Ranging from big companies to small firms
                                                                 In June 2012, Google unveiled the Nexus Q home
                                                                 media-streaming entertainment player, and the
                                                                                                                       and agencies, ambitious brands from all over
                                                                 wireless system is laser-etched with “Designed        the globe are already deriving real value from
                                                                 and Manufactured in the U.S.A.”. The Nexus Q’s        our Premium Service.
                                                                 metal base is made in the Midwest, moulded plastic
                                                                 components are manufactured in California, and        Don’t get left behind in 2013!
                                                                 the device is then assembled a short distance from                                       MORE »
                                                                 Google’s headquarters in Mountain View, California.




w w w. t r e n d w a t c h i n g . c o m   10 crucial consumer trends for 2013           32
9. FULL FRONTAL




                                                              “Not just transparent, but naked and proud ;-)”


  So what’s next for the mega-trend of transparency?               53% in 2012 (Source: Edelman, January 2012).                While the bulk of the examples below might be food-
  Brands must move from ‘having nothing to hide’,                •	The proportion of people saying brands making a             related, the takeaway is clear... Only brands that
  to pro-actively showing and proving they have                    notable positive contribution to their lives is around 8%   have the utmost confidence in their product (and
  nothing to hide, and go beyond uttering lofty                    in European markets, and 5% in the US. Interestingly,       themselves) will be able to go FULL FRONTAL*.
  statements on ‘values’ or ‘culture’ to real, unambiguous         the comparable figures in in China and Latin America
                                                                                                                               If you’re wondering what will your customers say if you
  and clear evidence, or statements about actual results.          are 57% and 30% respectively (Source: Havas,
                                                                                                                               go FULL FRONTAL, the real question for 2013 will be
                                                                   February 2012).
  No, not all consumers will be this demanding, but as                                                                         what they will think if you don’t?
                                                                 •	69% of US consumers said they are more likely to buy
  total transparency becomes a hygiene factor, even those                                                                      * For those that find this scary, then re-reading our
                                                                   from a brand that talks publicly about its CSR results,
  that aren’t will expect brands to prove their ethical and                                                                    FLAWSOME Trend Briefing should help convince you that it
                                                                   versus the 31% who would purchase from a brand
  environmental credentials to those that do care.                                                                             won’t be the end of the world if things aren’t perfect. It’s the
                                                                   that talks about its CSR mission and purpose (Source:
  Some stats:                                                                                                                  intent that matters.
                                                                   Cone Communications, October 2012).
  •	The percentage of global consumers who trust                 •	Only 44% of Americans trust companies’ green claims
    business to do what is right fell from 56% in 2011 to          (Source: Cone Inc., March 2012).


w w w. t r e n d w a t c h i n g . c o m   10 crucial consumer trends for 2013              33
9. FULL FRONTAL
                                                                                                                       Natura: Socio-environmental
                                                                 McDonald’s: Calorie                                   targets and failures revealed
                                                                 information on menus                                  in annual report




                                                                 September 2012 saw McDonald’s begin publishing        Eco-friendly Brazilian cosmetics brand Natura
                                                                 calorie information on all its restaurant menus and   provides a comprehensive list of all of its socio-
                                                                 drive-thru windows in the US, while the company       environmental targets in its annual report. End of last
                                                                 also began promoting its ‘Favorites Under 400         year, targets such as water consumption, employee
                                                                 Calories’ menu, which includes lighter dishes such    training time and reducing solid waste were labeled
                                                                 as the Filet-O-Fish sandwich and the Egg McMuffin.    as ‘Not Achieved’, and followed by an adjusted target
                                                                                                                       for 2012.




w w w. t r e n d w a t c h i n g . c o m   10 crucial consumer trends for 2013           34
9. FULL FRONTAL

                                                                 Yi Mu Tian:                                           Kimitachi: Sushi monitoring
                                                                 Chinese organic farm                                  via webcam




                                                                 Mindful of Chinese consumers’ concerns over food      In September 2012, Japanese restaurant Kimitachi
                                                                 safetly, organic farm Yi Mu Tian uses digital food    opened a franchise in Curitiba, Brazil after a
                                                                 tracking system. The high-tech farm, which uses       successful pilot in Florianópolis. Customers ordering
                                                                 computers for temperature regulation, lighting and    takeout can follow their food preparation via a video
                                                                 watering, operates a Traceability Code System that    system installed in the restaurant’s kitchen. Kimitachi
                                                                 allows consumers to track any food item back to       created the system to “humanize sushi delivery”
                                                                 the field in which it was grown. Customers can also   and give consumers more transparency on the dish
                                                                 track the growth of vegetables by camera. As of       preparation.
                                                                 October 2012, the farm had fulfilled home delivery
                                                                 orders to over 60,000 families in Shanghai.




w w w. t r e n d w a t c h i n g . c o m   10 crucial consumer trends for 2013           35
10. demanding brands




                                                               “Brands’ wishes will be consumers’ command.”


  Expect to witness a daring change in the relationship           One more thought for DEMANDING BRANDS in 2013:
  between ambitious, responsible brands and their                 it’s one thing being temporarily demanding as a stunt to
  customers in 2013. Switched-on brands that are                  grab consumers’ attention, but quite another to make
  embarking on the much-needed journey towards a more             meaningful demands on an ongoing basis. Hey, no
  sustainable and socially-responsible future will demand         one said it was going to be easy.
  that their customers also contribute, and in doing
                                                                  Here are just two blood donation-related examples to
  so earn the respect of even the most hyper-demanding
                                                                  get you thinking, but keep an eye out for a dedicated,
  of consumers.
                                                                  full Trend Briefing on DEMANDING BRANDS in Q1 of
  But consumers aren’t going to put themselves out for            2013.
  brands unless they truly believe in the bigger vision. So,
  in positioning yourself as a DEMANDING BRAND, make
  sure you’re 100% transparent and sincere. Otherwise,
  it’s time to stick to being a SERVILE BRAND ;-)


w w w. t r e n d w a t c h i n g . c o m   10 crucial consumer trends for 2013              36
10. DEMANDING BRANDS

                                                                 Vitoria: Give blood to                                    Tata Docomo:
                                                                 restore football kit colors                               The Bloodline Club




                                                                 To promote its charitable blood donation campaign,        On a related note: Tata Docomo now runs ‘The
                                                                 Brazilian soccer club Vitoria unveiled new player         Bloodline Club’, a blood donor social network to
                                                                 uniforms in July 2012. Although the team’s shirts         participants from around the world. Upon registering,
                                                                 are usually red and black, the soccer uniform was         users give their blood type. In an emergency,
                                                                 released in white and black stripes, with fans all over   members contact Tata Docomo on Facebook and
                                                                 Brazil encouraged to donate blood to restore the          the brand will send the appeal to suitable members.
                                                                 shirts to their regular colors. Over the 2012/2013
                                                                 soccer season the four white stripes will return to red
                                                                 one at a time, as the Brazilian blood bank achieves
                                                                 key blood donation target levels.




w w w. t r e n d w a t c h i n g . c o m   10 crucial consumer trends for 2013            37
MORE-ISM



                 Trend Database + Monthly Updates + Tips                               2013 Trend Report                                              Industry Trend Reports




  These 10 trends are just the tip of the iceberg. If you need access to all the consumer        For many of you, our free content is enough to keep you going. And yet, the 10 trends
  trends and innovations we’re tracking, our 2013 Premium Service, which includes our            in this free Trend Briefing are just a snapshot of what we track. So, if you need access
  exclusive 100+ page 2013 Trend Report, is for you.                                             to all the trends we’re tracking in 2013, including fully indexed and searchable trend
                                                                                                 examples from around the world, then please check out our Premium Service »




  It includes password-protected access to our exclusive 100+ page 2013 Trend                    You’ll find yourself in good (yet pretty competitive) company; leading B2C brands and
  Report and to our ever-growing Trend Database which now contains 7,000+ global                 agencies are already working with our Premium content. Many ambitious small firms
  examples. Premium clients also receive industry-specific trend reports, monthly                and freelancers from around the world have purchased too, as we’ve kept things very
  updates and bonus content, right up until May 2014.                                            affordable. More info here »



w w w. t r e n d w a t c h i n g . c o m   10 crucial consumer trends for 2013              38
DON’T FORGET




  Liaoning 16, China’s first aircraft carrier




  Like all the best words, the word ‘trend’ is multifaceted       via the cross-pollination, re-combination, meeting-and-       the ocean of online trend content. Or check out Trend
  ;-) For some, it means the Autumn/Winter collection             matching of existing and new consumer behaviors and           11 ;-)
  2015. For others, it means the rising cost of energy in         innovations, and once they’ve emerged they constantly
                                                                                                                              •	 None of these trends will be relevant to all consumers.
  developed markets. So we should point out that:                 evolve.
                                                                                                                                 Human beings are far too complex for that. When
  Our obsession is consumer trends.                             •	 That means there is overlap between trends we’ve              thinking about which trends are right for you, think
                                                                   identified here in this list and other trends we’ve           about how you might apply them.
  Yes, we track the big-picture, macro-trends, too. But
                                                                   tracked throughout the last 12 months and yes, even
  that’s to inform our investigation of global consumers: we                                                                  Which leads to the most important point… Trend
                                                                   before, from SERVILE BRANDS to EXCEPTIONALL.
  don’t publish our thinking on the macro picture. For more                                                                   watching is all about applying.
  on that, there’s lots out there. Try McKinsey’s Global        •	 This free Trend Briefing identifies 10 trends that we
                                                                                                                              If you don’t use consumer trends to inspire new,
  Institute and The Economist.                                     believe need to be on your radar for 2013. But it’s only
                                                                                                                              profitable innovations, they’re just “nice to know”. So take
                                                                   a selection of the consumer trends that will shape the
  •	 Consumer trends aren’t like the seasons: they don’t                                                                      action, apply these trends, and increase your revenues in
                                                                   coming 12 months. If you’re hungry for more, dive into
     play out neatly across calendar years. They emerge                                                                       2013, whether you’re a for- or not-for profit organization!



w w w. t r e n d w a t c h i n g . c o m   10 crucial consumer trends for 2013             39
APPLY
  If you’re a regular at trendwatching.com, you’ll be familiar with our four ways
  to apply consumer trends. When analyzing what a trend means for your
  business, constantly ask yourself if and how they can:
      1. Influence or shape your company’s vision.
      2. Inspire you to come up with a new business concept, an entirely new
        venture, a new brand.
      3. Add a new product, service or experience for a certain customer
        segment.
      4. Feed into your campaigns and marketing, and help you speak the
        language of those consumers already ‘living’ a trend.

  Good luck!

  FINALLY…

  Want to give yourself an even better chance of riding the consumer trend
  waves that are coming in 2013? Make sure you’re subscribed to our free Trend
  Briefings: many more to come in 2013 and beyond!




                                                                                         Aren’t you glad applying trends doesn’t have to be like this? ;-)




w w w. t r e n d w a t c h i n g . c o m   10 crucial consumer trends for 2013      40
NEXT
 Enjoyed this Trend Briefing? Want more?
 Click below and make sure you stay on top of all the trends, insights
 and innovations that matter:




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                  Share                                                        tips                                                                      Trend Seminars
    Share this Trend Briefing with your team, your     Want to track and apply trends yourself? Click                        Find out what happened during our 2012 Consumer Trend
    clients or your friends, and make sure they’re                                                                           Seminars in 13 cities, from August to October 2012.
                                                       here for our top tips.
    in the know too.                                                                                                         Look out (and subscribe) to the latest updates for the
                                                                                                                             2013 Trend Seminars.




If you have any comments, suggestions or             About us
questions then please do let us know. Just           Established in 2002, trendwatching.com is       world’s leading brands as clients, while our free
email:                                               the world’s leading trend firm, scanning the    monthly Trend Briefings go out to over 200,000
                                                     globe for the most promising consumer trends,   subscribers in 180 countries.
PAUL BACKMAN
Client Services Manager                              insights and related hands-on business ideas.   More at
paul@trendwatching.com                               Our Premium Service counts many of the          www.trendwatching.com

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trendwatching.com’s 10 CRUCIAL CONSUMER TRENDS FOR 2013

  • 1. trendwatching.com’s free Monthly Trend Briefing December 2012 / January 2013 10 crucial consumer trends 2013 How will YOU deliver on consumer expectations in the next 12 months? trendwatching.com/trends/10trends2013
  • 2. Introduction: 1. PRESUMERS & 2. EMERGING2 3. MOBILE CUSTOWNERS MOMENTS 2013 will be the perfect storm of necessity and opportunity: some economies will do OK(-ish), others will be shaky, but in whatever 4. NEW LIFE 5. 6. CELEBRATION market or industry you’re in, those who INSIDE APPSCRIPTIONS NATION understand & cater to changing consumer needs, desires and expectations will forever have plenty of opportunity to profit. A remapped global economy, new technologies 7. DATA MYNING 8. AGAIN MADE 9. FULL (or ‘old’ technologies applied in new ways), HERE FRONTAL new business models... hey, what’s not to like? Hence this overview of 10 crucial consumer trends (in random order) for you to run with in 10. DEMANDING 11. MORE-ISM the next 12 months. Onwards and upwards » BRANDS w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 2
  • 3. 1. PRESUMERS & CUSTOWNERS “Consumers will embrace even more ways to participate in the funding and (pre-)launch of new products and brands.” 2013 will see passionate consumers embrace two No wonder that the amount PRESUMERS spent on However, these increasingly business-savvy consumers innovative new ‘consumption’ models: becoming crowdfunding platforms has risen from just USD 530 are often looking for both a financial and an emotional PRESUMERS and CUSTOWNERS. million in 2009, to USD 1.3 billion in 2011, to USD 2.8 return, and therefore only brands that are open, friendly, billion in 2012 (Source: Massolution/The Economist, May honest, trusted, transparent, and somewhat ‘human’ will PRESUMERS love to get involved with, push, fund, 2012). prove able to attract enthusiastic CUSTOWNERS. and promote products and services before they are realized. And thanks to countless new crowdfunding For more insights, see our recent, dedicated Also, keep an eye on the US JOBS Act, which will be platforms and new manufacturing technologies that are PRESUMERS Trend Briefing » implemented in January 2013 and for the first time finally tipping into the mainstream (and a burgeoning, allows non-accredited US investors to buy micro-equity Next for PRESUMERS? How about CUSTOWNERS: global cult of entrepreneurialism at large), the coming 12 in start-ups. It’s a major factor behind research firm consumers who move from passively consuming a months will see them have more opportunities than ever Gartner’s prediction that funds raised by crowdfunding product towards funding/investing (if not owning a stake) to do so. platforms will rise to USD 6.2 billion in 2013. One for in the brands they buy from. other countries to follow suit soon? w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 3
  • 4. 1. PRESUMERS & CUSTOWNERS Brikstarter: ZAOZAO: Social pretailer Helping model and build for fashion lovers Kickstarter prototypes Launched in September 2012, Hong Kong based Brikstarter launched in November 2012 alongside ZAOZAO bills itself “Your social pretailer”. The new the UK edition of Kickstarter. The company offers online platform allows fashion designers to post pre- to help people deliver product-focused Kickstarter launch products and get funds for production via the projects, producing CAD designs, 3D printing site’s community of fashion-loving crowdfunders. models, making promo videos, and sourcing manufacturers if funded. Project creators must agree to give Brikstarter 10% of initial funds raised plus 10% of the subsequent product revenues. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 4
  • 5. 1. PRESUMERS & CUSTOWNERS Leon Bonds: Interest paid This free Trend Briefing is obviously in food vouchers only the tip of the iceberg. 2013 Trend Report Trend Database + Industry Trend Reports In July 2012 UK-based healthy fast food franchise Monthly Updates + Tips Leon created Leon Bonds to raise GBP 1.5 million from its customers (rather than corporate investors), trendwatching.com/premium so it could further expand and open new locations. Investors received interest in £eon pounds (store Next year is fast approaching! If you want access to credit). ALL the trends, insights and innovations that need to be on your radar in the next 12-18 months, check out our new 2013 Premium Service, including the 2013 Trend Report! MORE » w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 5
  • 6. 1. PRESUMERS & CUSTOWNERS Fundable: Equity Barclaycard Ring: crowdfunding platform ‘Social’ credit card Fundable is a US-based equity crowdfunding And if you’re not ready to give away equity, but platform for start-up companies, aiming to take do want to reward consumer-stakeholders, then advantage of the JOBS Act legislation in the US (see learn from the Barclaycard Ring MasterCard, a above). To date, start-ups on Fundable have offered ‘social’ credit card designed and developed through “rewards”, such as products or experiences, to community crowdsourcing. Through a virtual investors. community, members can suggest and vote on decisions that affect how the card is managed and serviced. Members also share in the profit generated. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 6
  • 7. 2. EMERGING2 “Emerging brands from all over are catering to emerging middle classes from all over.” While the last two decades were about developed On top of that, with these emerging market brands for the first time (measured in Purchasing Power markets catering to emerging ones, and emerging having cut their teeth operating in fast-rising emerging Parity terms) to USD 44.1 trillion versus USD 42.7 trillion markets increasingly catering to developed ones; now markets and catering to ever-more important emerging (Source: IMF, October 2012). get ready for an explosion in products and services middle classes, expect even more of the next One exercise for anyone (whether you’re in an emerging from emerging markets for emerging markets. global mass market powerhouses to come from market or not) with global ambition: ask yourself who emerging markets. Think Chinese and Brazilian brands selling to the middle are the new power players in your industry? Don’t know classes in Turkey, India or South Africa. Or vice versa. The numbers sure are juicy: in 2013, the GDP of where to start? Use our EXCEPTIONALL Trend Briefing emerging markets will exceed advanced markets to kick off a broader competitive analysis for 2013. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 7
  • 8. 2. EMERGING2 WeChat: Chinese messaging app reaches Peak Games: 3rd largest 200 million users globally social gaming platform Tencent’s WeChat, the Chinese voice, text and Turkey-based Peak Games is now the third largest photo messaging service has changed its name social gaming platform worldwide, with 30 million from ‘Weixin’, to have broader global appeal. In monthly active users across Turkey, the Middle September 2012 the service added Hindi support East and North Africa. The company saw Q1 2012 in India, having already added Portuguese (for the revenue increase tenfold compared to Q1 revenue in Brazilian market) and Indonesian. It recently topped 2011. 200 million users worldwide. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 8
  • 9. 2. EMERGING2 Amazonas Sandals: Some clients (small & big) Brazilian flip flops in China already enjoying access to our Premium Service trendwatching.com/premium Ranging from big companies to small firms In October 2012 Brazilian sandals brand Amazonas Sandals announced plans to open a store in and agencies, ambitious brands from all over Guangzhou, China, in early 2013. Amazonas the globe are already deriving real value from Sandals source sustainable raw materials from our Premium Service. Brazil’s native rubber trees, and their sandals are made with 80% recycled material. Don’t get left behind in 2013! MORE » w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 9
  • 10. 2. EMERGING2 BluePad: Lenovo: Colombian tablet available Asian smartphone strategy throughout Latin America In October 2012, Lenovo started selling a range of Compumax has launched the first Colombian tablet smartphones in Indonesia, from the high-end K860 designed and made in Bogota. The BluePad has with an 8 megapixel camera and 8 GB of memory, a 7-inch screen, runs Android 4.0, and has a 4 GB down to more affordable smartphones. The SSD drive, expandable via Micro SD to 32 GB. manufacturer also announced that it would launch The product costs USD 214 – making it the most a smartphone for the Indian market by March 2013, affordable tablet in the market – and can also be looking to build on its position as the second largest purchased in Venezuela and Ecuador. smartphone maker in China. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 10
  • 11. 3. MOBILE MOMENTS “Lifestyle multi-if-not-hyper-tasking: why micro-convenience, mini-experiences and digital snacks will rule in 2013.” For those wondering where ‘mobile’ will head next, one We could offer you a deluge of stats on everything from their devices a day, the average app session lasted behavioral insight should give you plenty to run with: in mobile use to addiction, but we know YOU don’t have only just over a minute (Source: DFKI, November 2013, consumers will look to their mobile devices the time, either, so we’ll just offer three: 2011). to maximize absolutely every moment. Hectic, • A survey of US adult smartphone owners found Wondering how to apply MOBILE MOMENTS? Why urban lifestyles mean that no amount of (micro) time that 63% of female respondents and 73% of male not take any of the other trends in this Trend Briefing will be too fleeting, or activity too absorbing, to cram in respondents don’t go an hour without checking their (or our previous Trend Briefings) and add a lifestyle- more content, connection, consumption or simply more phone (Source: Harris Interactive, June 2012). maximization, experience cramming, MOBILE MOMENT fun. • Cell phone users between 18 and 24 exchange an dimension? average of 109.5 messages on an average day, more All of which means the next 12 months will see an than 3,200 per month (Source: Pew Research Centre, Still struggling? Check out the examples below for explosion in MOBILE MOMENTS: products, services September 2012). inspiration on how to shave seconds, fill moments or and experiences that will enable mobile-loving • An academic study of Android users’ app-habits create whole new, on-the-go services: consumers to embrace (seamless) lifestyle multi-if- revealed that while users spend nearly one hour on not-hyper-tasking. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 11
  • 12. 3. MOBILE MOMENTS Jana: Mobile market Projekt Ingeborg: Virtual research platform for the library in Klagenfurt, Austria developing world July 2012 saw Klagenfurt unveil Projekt Ingeborg Jana enables cell phone users in the developing which provides a virtual library through QR code world to participate in market research surveys via stickers placed around the Austrian city. Though SMS. The service is able to reward participants with the city does not have a public library, residents can free airtime, and as a result of partnering with mobile access classic literature via the yellow stickers which operators, reaches nearly 3.5 billion people in over have been placed in locations such as bus stops. 100 countries. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 12
  • 13. 3. MOBILE MOMENTS Snapchat: Temporary photo WeChat: sharing app Hyper social features Snapchat is an app that enables users to share WeChat the global messaging app mentioned in images that can only be viewed by the recipient EMERGING² above, contains a number of features for a few seconds before they ‘self-destruct’. The that enable users to chat with random strangers. developers announced in October 2012 that the The ‘Remote Shake’ feature randomly connects two service was processing 20 million images a day. users who shake their phones at the same time, while ‘Drift Bottle’ allows users to send a virtual message in a bottle ‘out to sea’, where it can it collected (and read) by another random user. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 13
  • 14. 3. MOBILE MOMENTS Peapod: Pogoseat: Maximize your QR code ‘virtual stores’ at experience US commuter hotspots Pogoseat is an app that enables audience members Going all out on the ever-spreading QR-surface-retail at live sports events to identify and purchase phenomenon, US-based online grocer Peapod.com upgrades to better seats via their smartphone. The announced in October 2012 that it was launching app identifies empty seats with the best views, and over 100 QR-code based ‘virtual stores’ at train once users have selected their new seats they are stations in major cities including Boston, New York, able to enter payment details, purchase, and move. Washington, D.C. and Chicago. Meanwhile, QR code ‘shops’ continue to spread. Just one more (of many!): Walmart-owned Mexican supermarket chain Superama has unveiled QR code-enabled kiosks in a selection of shopping centers in Mexico City. Global MOBILE MOMENTS are truly upon us ;-) w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 14
  • 15. 4. NEW LIFE INSIDE “It’s time for products that give back.” Recession or no recession, long term, one of brands’ Of course, NEW LIFE INSIDE products are not going major quests is for more ecologically sustainable to solve major sustainability challenges. But more than activities. So here’s just one small, sign-of-the-times ever in 2013, there is great symbolic value in creating eco-mini-trend for 2013: the phenomenon of products new, environmentally beneficial life out of a consumer and services that quite literally contain new life inside. product. Rather than being discarded or even recycled (by And symbolic, even playful statements of your values someone else), these products can be planted and will resonate with consumers, too. Especially if they grown, with all the eco-status and eco-stories that are seen as expressions of larger intent to take more come with that. meaningful action. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 15
  • 16. 4. NEW LIFE INSIDE ‘To Be Nature’ Chopstick: Sprout: The pencil that Converts to plant support wants to be a plant Korean designer Gyeongwan Koo created the ‘To Be Sprout is a pencil that wants to be a plant when it Nature Chopstick’ as an environmental alternative to grows up. Once the pencil becomes too short to use disposable chopsticks. After users are finished with it can be planted: a seed capsule in the tip of the them, they place them tip-first into soil, where a seed pencil will dissolve upon contact with water, allowing will germinate and grow into a plant. One of each the seed inside to germinate and grow. The project pair of the sticks has a transparent starch cap at the had successfully raised more than USD 35,000 from end containing the seed, and the other stuck can be over 2,000 supportive PRESUMERS when funding slotted into the top of the other, providing a support closed in September 2012. for the seedling to grow alongside. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 16
  • 17. 4. NEW LIFE INSIDE Tierra Patagonia Hotel & Molson Canadian: Spa: Trackable seeds Plantable coasters Chile’s Tierra Patagonia Hotel & Spa has launched As part of beer brand Molson Canadian’s Red Leaf an initiative to give each of its guests a trackable Project in reforestation, the brand released coasters virtual tree seed. Every guest is given a code and made of seed paper, which grow into a tree when can choose where in the relevant protected area planted. Since June 2012, one million of the coasters they would like their tree to be planted. Once have been distributed via bars and select crates of planted, guests receive a geo-referenced Google beer. Maps link to track their tree. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 17
  • 18. 5. APPSCRIPTIONS “Digital technologies are the new medicine.” Digital technologies are the new medicine, as of a course of treatment. And for health providers, doctors and physicians turn to health apps and services these digital ‘medicines’ promise to reduce costs by to improve health outcomes. making consumers more aware of their health, improve compliance, and allow remote monitoring that can pick We flagged the rise of DIY HEALTH* last year but up warning signals earlier. increasingly, with over 13,000 health apps in the Apple app store it’s not a case now of finding an app, but Even if you’re not in the health industry, and think finding the BEST one, and – given that this is a health APPSCRIPTIONS isn’t relevant for you, we bet that an issue – one that is accurate and safe. hour spent considering the bigger underlying trend – towards mobile driven service delivery – could yield So in 2013, expect consumers to turn to the medical some profitable new insights. * DIY HEALTH was about consumers using tech to track, profession and medical institutions to certify and curate these products, with doctors also ‘prescribing’ manage, monitor and improve their health. Usually in an informal and self-imposed way. them, much as they prescribe medicines, as part w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 18
  • 19. 5. appscriptions mRX: App store for Antibiotics Reminder app healthcare professionals Happtique (a subsidiary of the Greater New York In June 2012 the Australian government funded Hospital Association) is a healthcare app store ‘National Prescribing Service’ launched Antibiotics developed by and for healthcare professionals. In Reminder. The free smartphone app lets patients August 2012 Happtique launched a pilot program for set reminders for their prescribed medication, track an electronic prescription app mRx, which enables when they have taken it, and keep a recovery diary medical practitioners to prescribe certified apps to monitor their progress. The app aims to help users to patients, and then track which patients have take their antibiotics correctly, and so get the best downloaded prescribed apps and send reminders to results from their medicine. those whose apps aren’t downloaded. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 19
  • 20. 5. appscriptions Proteus Digital Health: FDA approval for ingestible medicine Some clients (small & big) compliance tracking sensor already enjoying access to our Premium Service trendwatching.com/premium Ranging from big companies to small firms In July 2012, the Food & Drug Administration in the US granted Proteus Digital Health pre-market and agencies, ambitious brands from all over clearance for their ingestible sensor that can monitor the globe are already deriving real value from whether a patient is taking their medicine. The our Premium Service. sensor is activated (and powered) by stomach fluid, and the patient’s physiological data is output to an Don’t get left behind in 2013! accompanying smartphone app, that will alert them MORE » if a medicine isn’t taken as scheduled. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 20
  • 21. 6. CELEBRATION NATION “Flaunting the new ‘it’ cultures.” In 2013, global cultural capital will continue to In case you’re not from one of these CELEBRATION be overturned just as dynamically as its financial NATIONS, then it’s probably time to partner with a hot equivalent. One result? Emerging markets will local brand from an emerging market and bring their proudly export and even flaunt their national flavor to your customers. Or, if you’re already active in and cultural heritage in the next 12 months. one of these markets yourself, reread our MADE FOR Symbols, lifestyles and traditions that were previously CHINA (IF NOT BRIC) trend, and start paying respect downplayed if not denied, are being brought up to date, to local cultures. to become a source of pride for domestic consumers, and of interest to global consumers. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 21
  • 22. 6. CELEBRATION NATION NE-TIGER: Luxury fashion House of Masaba: ‘From China, to the World’ Pop Art sarees China’s first luxury fashion brand NE-TIGER, is Mumbai-based luxury fashion designer Masaba renowned for its East-meets-West, ethnically inspired Gupta’s House of Masaba has reinvented the designs. September 2012 saw the company’s traditional Indian sarees with quirky, modern motifs founder Zhang Zhifeng give a speech entitled ‘From and Pop Art prints that are targeted at young female China, to the World’ before the brand presented its consumers. Released in Spring 2012, her black-and- latest haute couture ‘Huafu’ collection in Milan, Italy. white camera print saree has been favored by several Indian celebrities, as have her cow- and animal-print versions. Prices range from INR 8,000 to 10,000. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 22
  • 23. 6. CELEBRATION NATION Studio Tsimáni: Design that This free Trend Briefing is obviously celebrates Mexico only the tip of the iceberg. 2013 Trend Report Trend Database + Industry Trend Reports In April 2012 Studio Tsimáni was invited to join the Monthly Updates + Tips Destination Mexico initiative at the MoMA Design Store in New York. The studio takes inspiration from trendwatching.com/premium traditional Mexican culture to develop contemporary furniture and homeware products that embody the Next year is fast approaching! If you want access to people and identity of the country. ALL the trends, insights and innovations that need to be on your radar in the next 12-18 months, check out our new 2013 Premium Service, including the 2013 Trend Report! MORE » w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 23
  • 24. 6. CELEBRATION NATION Sulwhasoo: Traditional tvN: K-Pop Star Hunt Korean beauty takes the US Launched in July 2012, Season Two of tvN’s K-Pop Beauty insiders have long celebrated Korean beauty Star Hunt aims to find the next big K-Pop star in products, but expect this to grow further in the Asia. The hunt is being held across eight Asian coming 12 months. Just one example: in October countries, including South Korea, Japan, Malaysia, 2012, shoppers at Neiman Marcus stores in San Vietnam and Thailand. Korean music is of course Francisco could purchase the Korean beauty brand now a global phenomenon, especially after the Sulwhasoo. Noted for its distinctive package design smash hit ‘Gangnam Style’ by PSY (even if he pokes reminiscent of classic Korean pottery, its products fun at many K-Pop staples ;-). feature native Korean botanicals and medicinal herbs, including ginseng and white peony root. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 24
  • 25. 6. CELEBRATION NATION Sol de Janeiro: Brazilian Osklen: Luxury modern inspired beauty Brazilian style Beauty brand Sol de Janeiro, which celebrates Luxury Brazilian fashion house Osklen unveiled iconic Braziian beach culture, is now being stocked its Spring/Summer 2013 collection at New York’s by Sephora in the US. The brand uses traditional Fashion week for the first time in September 2012. local ingredients like green coffee beans (which The brand’s founder and creative director said prevent free radicals from damaging skin cells), and that the style was “Brazilian soul meets Californian antioxidants from an extract of acai. dreaming… modern”. Osklen has 62 stores in Brazil, and is available in stores in the US, Japan and Italy, amongst others. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 25
  • 26. 7. DATA MYNING “Why consumers want ‘good’ data not ‘big’ data.” If data is the new resource, expect consumers in offer customers help and advice on how to improve their A word of warning: brands will have to walk a fine 2013 to start demanding their share of its value. behavior and/ or save money. line between offering consumers a valuable (and ideally seamless) service, and freaking them out with To date, the ‘big data’ discussion has focused on the Of course, this is nothing new in the world of aggressive if not downright scary ‘services’. Yes, value of customer data to businesses. Now, increasingly entertainment (think film recommendations and re-read consumers want to feel served to, but they don’t like to savvy consumers will start to reverse the flow: seeking our TWINSUMER Trend Briefing from 2005 ;-) but in be watched. to own and make the most of their lifestyle data, 2013 expect even ‘mundane’ industries to start taking and turning to brands that use this data to proactively consumers’ data and making it useful. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 26
  • 27. 7. DATA MYNING Movenbank: CRED score Cignifi: Credit scores from rewards savers mobile usage data Movenbank launched in October 2012 with the Cignifi is a US firm that has developed analytics aim of creating a financial services platform that technology which uses mobile usage patterns – encourages customers to improve their financial calls, messages and top-ups – to assess someone’s behavior, and rewards them for doing so. The lifestyle and subsequent credit risk profile. The service is based on a user’s CRED score, which is service recently completed a pilot in Brazil, and is boosted by managing spending and saving, as well now targeting the 100 million people that make up as by ‘social influence’. Customers with higher CRED Brazil’s emerging middle class; who currently have scores can benefit from reduced fees and access limited access to financial services products due to additional products. their lack of traditional credit data. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 27
  • 28. 7. DATA MYNING Kroger: Personalized Opower: Social app creates supermarket discounts energy usage competition August 2012 saw US-based supermarket chain Launched in April 2012, the Opower energy app Kroger introduce a personalized discounts scheme, is the result of a collaboration between Facebook, generating coupons based on shoppers’ loyalty card the Natural Resources Defense Council, energy usage data. Kroger said that 70% of shoppers who information software maker Opower and 16 US received personalized coupons redeemed at least based utility companies. Users can connect their one of them. energy account to the app, and see visualizations of their energy usage throughout the month. They are able to compare their usage to that of friends and other households in the US, and engage in competitions to reduce household energy waste. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 28
  • 29. 8. AGAIN MADE HERE “Local manufacturing is the new Service Economy.” Driving this trend: the perfect storm of consumers’ ever- Just one stat to kick-start the discussion: greater NEWISM, the expectation of getting just the • Four out of five US shoppers (76%) notice “Made in right product (and NOW!), eco-concerns and the desire the USA” claims and labels, and are more likely to for more interesting STATUS STORIES, all combined purchase that product (Source: Perception Research, with the spread of new local manufacturing technologies July 2012). such as 3D-printing and make-on-demand. Observant readers will have by now noted how And of course, consumer embrace of AGAIN MADE PRESUMERS and AGAIN MADE HERE will feed off HERE will be welcome news for executives concerned each other in the coming months. Get ready, as the by rising labor costs in China, long lead times and fragile reshaping of the mechanics and business models of global supply chains. manufacturing will make ‘local’ in 2013 about much more than just artisan food and craft ;-) w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 29
  • 30. 8. AGAIN MADE HERE Shapeways : Factory of the Future opened in Long Tesla Model S: Island City, New York Made in California In October 2012, leading 3D printing platform June 2012 saw the first deliveries of the Tesla Model Shapeways – which provides 3D printing services S, manufactured in Fremont, California. The car is to its community of designers and PRESUMERS – powered by a lithium-ion battery and has a 0-60 mph opened its Factory of the Future in Long Island City, time of 4.5 seconds, providing a high performance New York. The 25,000 square foot site will host 30 to sports driving experience. The Model S also has a 50 3D printers, and will have capacity to print 3 to 5 touchscreen dashboard with wireless Internet access million objects annually. (which can be synced with various smartphones), allowing users to control systems such as navigation, music and temperature. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 30
  • 31. 8. AGAIN MADE HERE Véloscoot: Hiut Denim: “Our town is Moving production back to making jeans again” La Rochelle September 2012 saw Hiut Denim release their In March 2012, French electric bicycle company first batch of jeans from their factory in Cardigan, Véloscoot moved production from China back to Wales. The UK start-up aims to bring work back to La Rochelle, France. Véloscoot say they will now the town, which lost its major employer when the manufacture the first “Made in France” electric previous jeans factory was closed nearly a decade bicycle, and aim to become more competitive by ago. The jeans also come with a ‘History Tag’ being closer to their primary market. app, which enables customers to see images from throughout the jeans’ manufacturing. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 31
  • 32. 8. AGAIN MADE HERE Google Nexus Q: Designed Some clients (small & big) and made in the US already enjoying access to our Premium Service trendwatching.com/premium Ranging from big companies to small firms In June 2012, Google unveiled the Nexus Q home media-streaming entertainment player, and the and agencies, ambitious brands from all over wireless system is laser-etched with “Designed the globe are already deriving real value from and Manufactured in the U.S.A.”. The Nexus Q’s our Premium Service. metal base is made in the Midwest, moulded plastic components are manufactured in California, and Don’t get left behind in 2013! the device is then assembled a short distance from MORE » Google’s headquarters in Mountain View, California. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 32
  • 33. 9. FULL FRONTAL “Not just transparent, but naked and proud ;-)” So what’s next for the mega-trend of transparency? 53% in 2012 (Source: Edelman, January 2012). While the bulk of the examples below might be food- Brands must move from ‘having nothing to hide’, • The proportion of people saying brands making a related, the takeaway is clear... Only brands that to pro-actively showing and proving they have notable positive contribution to their lives is around 8% have the utmost confidence in their product (and nothing to hide, and go beyond uttering lofty in European markets, and 5% in the US. Interestingly, themselves) will be able to go FULL FRONTAL*. statements on ‘values’ or ‘culture’ to real, unambiguous the comparable figures in in China and Latin America If you’re wondering what will your customers say if you and clear evidence, or statements about actual results. are 57% and 30% respectively (Source: Havas, go FULL FRONTAL, the real question for 2013 will be February 2012). No, not all consumers will be this demanding, but as what they will think if you don’t? • 69% of US consumers said they are more likely to buy total transparency becomes a hygiene factor, even those * For those that find this scary, then re-reading our from a brand that talks publicly about its CSR results, that aren’t will expect brands to prove their ethical and FLAWSOME Trend Briefing should help convince you that it versus the 31% who would purchase from a brand environmental credentials to those that do care. won’t be the end of the world if things aren’t perfect. It’s the that talks about its CSR mission and purpose (Source: Some stats: intent that matters. Cone Communications, October 2012). • The percentage of global consumers who trust • Only 44% of Americans trust companies’ green claims business to do what is right fell from 56% in 2011 to (Source: Cone Inc., March 2012). w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 33
  • 34. 9. FULL FRONTAL Natura: Socio-environmental McDonald’s: Calorie targets and failures revealed information on menus in annual report September 2012 saw McDonald’s begin publishing Eco-friendly Brazilian cosmetics brand Natura calorie information on all its restaurant menus and provides a comprehensive list of all of its socio- drive-thru windows in the US, while the company environmental targets in its annual report. End of last also began promoting its ‘Favorites Under 400 year, targets such as water consumption, employee Calories’ menu, which includes lighter dishes such training time and reducing solid waste were labeled as the Filet-O-Fish sandwich and the Egg McMuffin. as ‘Not Achieved’, and followed by an adjusted target for 2012. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 34
  • 35. 9. FULL FRONTAL Yi Mu Tian: Kimitachi: Sushi monitoring Chinese organic farm via webcam Mindful of Chinese consumers’ concerns over food In September 2012, Japanese restaurant Kimitachi safetly, organic farm Yi Mu Tian uses digital food opened a franchise in Curitiba, Brazil after a tracking system. The high-tech farm, which uses successful pilot in Florianópolis. Customers ordering computers for temperature regulation, lighting and takeout can follow their food preparation via a video watering, operates a Traceability Code System that system installed in the restaurant’s kitchen. Kimitachi allows consumers to track any food item back to created the system to “humanize sushi delivery” the field in which it was grown. Customers can also and give consumers more transparency on the dish track the growth of vegetables by camera. As of preparation. October 2012, the farm had fulfilled home delivery orders to over 60,000 families in Shanghai. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 35
  • 36. 10. demanding brands “Brands’ wishes will be consumers’ command.” Expect to witness a daring change in the relationship One more thought for DEMANDING BRANDS in 2013: between ambitious, responsible brands and their it’s one thing being temporarily demanding as a stunt to customers in 2013. Switched-on brands that are grab consumers’ attention, but quite another to make embarking on the much-needed journey towards a more meaningful demands on an ongoing basis. Hey, no sustainable and socially-responsible future will demand one said it was going to be easy. that their customers also contribute, and in doing Here are just two blood donation-related examples to so earn the respect of even the most hyper-demanding get you thinking, but keep an eye out for a dedicated, of consumers. full Trend Briefing on DEMANDING BRANDS in Q1 of But consumers aren’t going to put themselves out for 2013. brands unless they truly believe in the bigger vision. So, in positioning yourself as a DEMANDING BRAND, make sure you’re 100% transparent and sincere. Otherwise, it’s time to stick to being a SERVILE BRAND ;-) w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 36
  • 37. 10. DEMANDING BRANDS Vitoria: Give blood to Tata Docomo: restore football kit colors The Bloodline Club To promote its charitable blood donation campaign, On a related note: Tata Docomo now runs ‘The Brazilian soccer club Vitoria unveiled new player Bloodline Club’, a blood donor social network to uniforms in July 2012. Although the team’s shirts participants from around the world. Upon registering, are usually red and black, the soccer uniform was users give their blood type. In an emergency, released in white and black stripes, with fans all over members contact Tata Docomo on Facebook and Brazil encouraged to donate blood to restore the the brand will send the appeal to suitable members. shirts to their regular colors. Over the 2012/2013 soccer season the four white stripes will return to red one at a time, as the Brazilian blood bank achieves key blood donation target levels. w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 37
  • 38. MORE-ISM Trend Database + Monthly Updates + Tips 2013 Trend Report Industry Trend Reports These 10 trends are just the tip of the iceberg. If you need access to all the consumer For many of you, our free content is enough to keep you going. And yet, the 10 trends trends and innovations we’re tracking, our 2013 Premium Service, which includes our in this free Trend Briefing are just a snapshot of what we track. So, if you need access exclusive 100+ page 2013 Trend Report, is for you. to all the trends we’re tracking in 2013, including fully indexed and searchable trend examples from around the world, then please check out our Premium Service » It includes password-protected access to our exclusive 100+ page 2013 Trend You’ll find yourself in good (yet pretty competitive) company; leading B2C brands and Report and to our ever-growing Trend Database which now contains 7,000+ global agencies are already working with our Premium content. Many ambitious small firms examples. Premium clients also receive industry-specific trend reports, monthly and freelancers from around the world have purchased too, as we’ve kept things very updates and bonus content, right up until May 2014. affordable. More info here » w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 38
  • 39. DON’T FORGET Liaoning 16, China’s first aircraft carrier Like all the best words, the word ‘trend’ is multifaceted via the cross-pollination, re-combination, meeting-and- the ocean of online trend content. Or check out Trend ;-) For some, it means the Autumn/Winter collection matching of existing and new consumer behaviors and 11 ;-) 2015. For others, it means the rising cost of energy in innovations, and once they’ve emerged they constantly • None of these trends will be relevant to all consumers. developed markets. So we should point out that: evolve. Human beings are far too complex for that. When Our obsession is consumer trends. • That means there is overlap between trends we’ve thinking about which trends are right for you, think identified here in this list and other trends we’ve about how you might apply them. Yes, we track the big-picture, macro-trends, too. But tracked throughout the last 12 months and yes, even that’s to inform our investigation of global consumers: we Which leads to the most important point… Trend before, from SERVILE BRANDS to EXCEPTIONALL. don’t publish our thinking on the macro picture. For more watching is all about applying. on that, there’s lots out there. Try McKinsey’s Global • This free Trend Briefing identifies 10 trends that we If you don’t use consumer trends to inspire new, Institute and The Economist. believe need to be on your radar for 2013. But it’s only profitable innovations, they’re just “nice to know”. So take a selection of the consumer trends that will shape the • Consumer trends aren’t like the seasons: they don’t action, apply these trends, and increase your revenues in coming 12 months. If you’re hungry for more, dive into play out neatly across calendar years. They emerge 2013, whether you’re a for- or not-for profit organization! w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 39
  • 40. APPLY If you’re a regular at trendwatching.com, you’ll be familiar with our four ways to apply consumer trends. When analyzing what a trend means for your business, constantly ask yourself if and how they can: 1. Influence or shape your company’s vision. 2. Inspire you to come up with a new business concept, an entirely new venture, a new brand. 3. Add a new product, service or experience for a certain customer segment. 4. Feed into your campaigns and marketing, and help you speak the language of those consumers already ‘living’ a trend. Good luck! FINALLY… Want to give yourself an even better chance of riding the consumer trend waves that are coming in 2013? Make sure you’re subscribed to our free Trend Briefings: many more to come in 2013 and beyond! Aren’t you glad applying trends doesn’t have to be like this? ;-) w w w. t r e n d w a t c h i n g . c o m 10 crucial consumer trends for 2013 40
  • 41. NEXT Enjoyed this Trend Briefing? Want more? Click below and make sure you stay on top of all the trends, insights and innovations that matter: Previous Trend 2013 sign up Briefings Premium Service To receive our free monthly Trend Briefings Read all our previous free Trend Briefings, all the Need access to all the vital consumer trends, insights by email way back to 2002! and innovations? Our Premium Service is for you. Share tips Trend Seminars Share this Trend Briefing with your team, your Want to track and apply trends yourself? Click Find out what happened during our 2012 Consumer Trend clients or your friends, and make sure they’re Seminars in 13 cities, from August to October 2012. here for our top tips. in the know too. Look out (and subscribe) to the latest updates for the 2013 Trend Seminars. If you have any comments, suggestions or About us questions then please do let us know. Just Established in 2002, trendwatching.com is world’s leading brands as clients, while our free email: the world’s leading trend firm, scanning the monthly Trend Briefings go out to over 200,000 globe for the most promising consumer trends, subscribers in 180 countries. PAUL BACKMAN Client Services Manager insights and related hands-on business ideas. More at paul@trendwatching.com Our Premium Service counts many of the www.trendwatching.com