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GLOBAL BRAIN - 5 trends that are going global!

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Not that trends cross geographical borders faster than ever, local context is a powerful axis of adaptation for any innovator. Consider how you can adapt these FIVE trends!

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GLOBAL BRAIN - 5 trends that are going global!

  1. 1. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION M A Y 2 0 1 6 G L O B A L T R E N D B R I E F I N G GLOBAL BRAIN Five trends that prove the power of (G)LOCAL innovation!
  2. 2. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Trends cross borders more rapidly than ever before.
  3. 3. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION No new product, experience or business model can be fenced into one locale for long.
  4. 4. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Yes, it's a contest. But it's not (just) a race. In a landscape where change is accelerating, it's easy to think speed is the key to survival.
  5. 5. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Adapt, Apply and WIN! Global trend x local context = (G)LOCAL innovation.
  6. 6. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION 1. SYMPATHETIC PRICING 2. ALL ON MESSAGING 3. NEW NORMAL 4. MULTITASK MADNESS 5. OPEN ARMS It's time to gobble up some GLOBAL BRAIN FOOD!
  7. 7. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Ready to be a master of local adaptation?
  8. 8. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION SYMPATHETIC PRICING From South America with love (and sympathy ;) T R E N D 1 / 5
  9. 9. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION S Y M P A T H E T I C P R I C I N G : Targeted discounts that address a personal or shared challenge.
  10. 10. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION A cluster of South American examples brought the SYMPATHETIC PRICING trend to our attention SYMPATHETIC PRICING PlayeArte, BGH and Opticolor – South America
  11. 11. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Restaurant uses SYMPATHETIC PRICING to reward Arab and Israeli diners SYMPATHETIC PRICING Humus Bar – Israel
  12. 12. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION SYMPATHETIC PRICING in response to the White House's call for better access to diapers SYMPATHETIC PRICING Jet and Cuties – US
  13. 13. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION SYMPATHETIC PRICING for those traveling to help with refugee crisis SYMPATHETIC PRICING Sunweb and Transavia – Netherlands
  14. 14. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION There is an endless supply of consumers craving your SYMPATHY - adapt this trend to them, ease their pain and earn their love! Your Adaptation?
  15. 15. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION
  16. 16. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION ALL ON MESSAGING A smartphone-fueled message from Asian consumers to the world. T R E N D 2 / 5
  17. 17. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION A L L O N M E S S A G I N G : Messaging apps become feature- packed remote controls for daily life.
  18. 18. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION The monthly active users for Facebook Messenger is 900 million; for WeChat: 700 million; for WhatsApp: 1 billion, and for QQ: 860 million. F A C E B O O K , A P R I L 2 0 1 6 / Q U E S T M O B I L E , A P R I L 2 0 1 6 / W H A T S A P P , F E B R U A R Y 2 0 1 6 / T E N C E N T , N O V E M B E R 2 0 1 5
  19. 19. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION The Chinese messaging app integrates services from takeout to taxis ALL ON MESSAGING WeChat - China and more
  20. 20. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION ALL ON MESSAGING offers Japanese fashion-lovers front row access to runway show ALL ON MESSAGING LINE and Burberry – Japan
  21. 21. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Travel agency runs its entire research and booking process in a messaging app ALL ON MESSAGING Pockettour – Ukraine
  22. 22. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Students take classes via WhatsApp ALL ON MESSAGING ChatClass – Nigeria
  23. 23. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Global messaging app culture fuels the rise of chatbots ALL ON MESSAGING Facebook, Telegram and Kik – worldwide
  24. 24. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION A massive shift in mobile behavior has spread far beyond Asia. Get the message! Your Adaptation?
  25. 25. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION NEW NORMAL Times change – so should brands. T R E N D 3 / 5
  26. 26. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION N E W N O R M A L : Consumers look to brands to celebrate and empower diversity.
  27. 27. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Retailer doubles-down on support of same-sex families in the face of protests NEW NORMAL JCPenney – US
  28. 28. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Coming-out commercial highlights gay rights at crucial time NEW NORMAL McDonald's – Taiwan
  29. 29. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Detergent brand's campaign addresses unequal gender roles in the home NEW NORMAL Ariel – India
  30. 30. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Fashion retailer embraces more fluid view of gender NEW NORMAL Zara – international
  31. 31. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Office that would create 400 jobs cancelled in protest of discriminatory law NEW NORMAL PayPal – US
  32. 32. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION The NEW NORMAL will never stop changing. Watch, adapt and keep up – or get left behind! Your Adaptation?
  33. 33. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION
  34. 34. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION MULTITASK MADNESS From emerging market necessity to developed market decadence... T R E N D 4 / 5
  35. 35. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION M U L T I T A S K M A D N E S S : Everyday objects embedded with innovative new functions.
  36. 36. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Beer case can be burnt to repel mosquitoes and reduce the spread of malaria MULTITASK MADNESS SP Brewery – Papa New Guinea
  37. 37. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION MULTITASK bus tickets promote positive hand-washing habits MULTITASK MADNESS Asiri Group of Hospitals – Sri Lanka
  38. 38. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Some of Kickstarter's most popular projects tap into MULTITASK MADNESS MULTITASK MADNESS Coolest Cooler and BauBaux – US
  39. 39. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Jacket turns into screen MULTITASK MADNESS Lenovo – France
  40. 40. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION How can you save lives or confer status with feature- packed products? Your Adaptation?
  41. 41. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION OPEN ARMS As many geographical borders become more porous – this trend is happening EVERYWHERE! T R E N D 5 / 5
  42. 42. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION O P E N A R M S : Consumers look to brands to help them welcome new arrivals.
  43. 43. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Platform matches refugees in Europe with people willing to share their homes OPEN ARMS Refugees Welcome – Germany
  44. 44. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Record store hosts welcome dinners for refugees OPEN ARMS Fatiado Discos – Brazil
  45. 45. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION Cosmetics brand tackles resistance to refugees with multiple initiatives OPEN ARMS Lush – US & Canada
  46. 46. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION This trend tackles a global issue and yes, a controversial subject. Your Adaptation?
  47. 47. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION THE BIGGER PICTURE These trends will keep traveling – and we'll keep tracking them via our Trend Framework.
  48. 48. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION 16 mega-trends that provide context and structure when tracking the evolution of consumerism. The Trend Framework
  49. 49. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION
  50. 50. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION You must SCAN far and wide! You must ADAPT! You must APPLY!
  51. 51. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION C O N C L U S I O N You're primed to adapt trends around local context. But remember, other kinds of adaptation are possible, too!
  52. 52. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION C O N C L U S I O N Check out our Regional Trend Briefings Because the next trend to reconfigure the expectations of your customers could come from ANYWHERE.
  53. 53. GLOBAL TREND BRIEFING · MAY 2016 | GLOBAL BRAIN: PPT EDITION GET GOING!

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