Key Consumer Trends Part 1

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Key Consumer Trends
Istanbul, 6 September 2012
Henry Mason
Global Head of Research & Managing Partner
trendwatching.com trend
Istanbul Consumer Trend Seminar | watching
.com

THIS IS ONE OF THE PRESENTATIONS
GIVEN AT TRENDWATCHING.COM'S
WELCOME ISTANBUL TREND SEMINAR

This presentation is exclusively for those who attended
trendwatching.com's Trend Seminar in Istanbul on 6
September 2012.
The presentation is yours to read, refer to, pull apart &
present to your colleagues. Use it to successfully launch
on-trend innovations of your own.

Don't hesitate to email me if you have any questions, and
good luck!

Henry Mason
Global Head of Research and Managing Partner
henry@trendwatching.com

trend
.com

YOU!

trend
.com

PIZZA Dubai’s Red Tomato Pizza:
bluetooth connected fridge
BUTTON magnet
Istanbul Consumer Trend Seminar |

KLM MEET View passengers’ social
media profiles
& SEAT Istanbul Consumer Trend Seminar |

‘COOL’ LG
Frostine skincare range features
refrigerated products
SKINCARE Istanbul Consumer Trend Seminar |

TWO
QUESTIONS
Yes or No?
What trends?

trend
Johannesburg Consumer Trend Seminar | | watching
Istanbul Consumer Trend Seminar
.com

VERDICT
Yes or No?

trend
Johannesburg Consumer Trend Seminar | | watching
Istanbul Consumer Trend Seminar
.com

ANOTHER Evian Smart Drop:
Wifi fridge magnet
BUTTON Istanbul Consumer Trend Seminar |

AND Turkcell Mobile Order:
NFC magnet & app links to
ANOTHER ;-) Burger King, Migros & Aygaz

NOT ABOUT
YOU

trend
.com

ABOUT US

Since 2002
200,000 subscribers, 1,300 clients, 2,000 spotters

trend
.com

TÜRKCESI
VAR

trend
.com

HAPPY
SPOTTING

trend
.com

A WORLD Sharing (& collecting)
TOUR ;-) insights from audiences
around the world
trend
.com

An intense download ;-)
Global; Local; Apply
TODAY

trend
.com

A CURATED
GLIMPSE

Highlighting global best practices
trend
.com

UP TO
YOU!

To take, adapt, run with
and launch innovations of your own! trend
.com

ALL
YOURS!

Yours to use & abuse: all example details & URLs
trend
.com

TRENDS

More than just what’s ‘hot’

trend
.com

TRENDS

No crystal ball; short term futures

trend
.com

TRENDS, SMALL AND BIG

Macro Consumer Industry

trend
.com

DEFINE
Consumer trend:
“A manifestation of something
that has‘unlocked’ or newly
serviced an existing consumer
need, desire, want or value.”

trend
.com

KNOW
WHY

Insights - Inspiration - Innovation - SUCCESS
trend
.com

KNOW
WHY

Believe in better
trend
.com

APPLY Vision

New business concepts

New products, services,
experiences

Marketing, advertising, PR
trend
.com

CREATIVE
DESTRUCTION

Schumpeter
The destructive maelstrom of innovation.
trend
.com

CREATIVE
DESTRUCTION

Yours or someone else’s?
trend
.com

CREATIVE >
DESTRUCTION

THE GLOBAL BRAIN

trend
.com

LOOK CROSS-
INDUSTRY

Crowdsourcing: Goldcorp & Lisbon City Hall
trend
.com

EXPECTATION
ECONOMY

Who’s setting
your customers’
expectations?
trend
.com

KEY THOUGHT FOR TODAY
SO LISTEN UP! ;-)

trend
.com

AMID
ABUNDANCE

trend
.com

DESPITE
BLASÉ

trend
.com

EXCITEMENT

Consumers will still get excited about good, useful,
sustainable, brilliant products, services & experiences
trend
.com

MACRO
TRENDS

trend
.com

THE GREAT
CONVERGENCE

Global economic shifts
trend
.com

FINANCIAL
INSTABILITY

Sustained growth?
trend
.com

POLITICAL
INSTABILITY

In governments we trust?
trend
.com

HAVES

1%
trend
.com

HAVES vs
HAVE NOTS

1% vs 99%
trend
.com

GLOBALIZATION

Tensions & fragmentation
trend
.com

DIVERSE
DEMOGRAPHICS

Older, more urban, more Asian, more mobile
trend
.com

PRICING THE
PLANET

Natural resources &
environmental constraints
trend
.com

SUSTAINABLE
SOLUTIONS

Within reach?
trend
.com

SCIENTIFIC
INNOVATION

Nanotech, biotech, new materials etc.

trend
.com

ELECTRONIC
DATA &
PRIVACY

Greater awareness & scrutiny of
governments & corporations.

trend
.com

YOUR
(MACRO)
PLAYING
FIELD

trend
.com

ON TO THE
CONSUMER
TRENDS!

trend
.com

STATUSPHERE

INFOLUST

“D”:
DISCOVER &
DECIDE
trend
.com

STATUSPHERE

trend
.com

STATUS

The most expensive, the biggest, the blingest
trend
.com

STATUSPHERE

Some thoughts from the street...

trend
.com

STATUSPHERE

“Status can also be about acquired
skills, about eco-credentials, about
generosity, about connectivity…
All of which makes for a far more
diversified STATUSPHERE”

trend
.com

STATUSPHERE

‘Status’ is more diverse than ever
trend
.com

BIGGER
BETTER
HARDER
FASTER

MM Cab
trend
.com

STATUSPHERE

Abercrombie & Fitch
opened in Hong Kong

trend
.com

STATUSPHERE

While in Paris, queues are for museums
trend
.com

STATUSPHERE

Oh wait! That’s not a museum...
trend
.com

STATUSPHERE

To be UNLIKE the Joneses (or the Şahins ;-)
trend
.com

Louis Vuitton: customization from
STATUSPHERE London to Shanghai

trend
.com

FLUID STATUS

The same consumer can focus on different
STATUSPHERES at different times
trend
.com

LESS & STATUS

Unconsumption:
Sustainability? Above it
all? Enlightenment?
trend
.com

BIGGER
BETTER BRAND ME
HARDER
STATUSPHERE

STATUS
STORIES ECO-STATUS

GIVING
STATUS
&
SKILLS STATUS STATUS
SMARTS
trend
.com

STATUS STORIES

trend
.com

STATUS Babylonstoren
Luxury hotel invites guests to
STORIES pick their own produce

STATUS China Post:
Postcard ‘from’ space
STORIES Istanbul Consumer Trend Seminar |

STATUS Ikea Norway:
Knit tour own iPad mittens

STATUS Triple Major & Bodega:
secret stores
STOR(I)ES Istanbul Consumer Trend Seminar |

STATUS SKILLS

trend
.com

STATUS Ritz-Carlton Beijing:
At-home cooking classes from
SKILLS head chefs for 10,000 RMB

STATUS CerModern
From October 2012, Ankara art center
will offer filmmaking courses with
SKILLS instruction from industry pros

STATUS Setur Sedventure:
Professional Suha Derbent to
SKILLS instruct tourists on photo-safari

STATUS SMARTS

trend
.com

STATUS Codecademy’s CodeYear:
weekly coding lessons
SMARTS Istanbul Consumer Trend Seminar |

STATUS Political Tours:
Current affairs first hand
SMARTS Istanbul Consumer Trend Seminar |

GIVING &
STATUS

GENERATION G: That’s G for Generosity, not Greed!

trend
.com

GIVING &
STATUS

Recession & disgust; attractive altruism;
culture of collaboration
trend
.com

GENERATION
G Gates & Buffett; Steve Jobs;
Yuri Milner

trend
.com

EMBEDDED GENEROSITY

trend
.com

EMBEDDED Toms Shoes:
Buy one give one
GENEROSITY Istanbul Consumer Trend Seminar |

EMBEDDED Sketchers:
Bobs buy one give one clone

EMBEDDED Havaianas:
50,000 pairs for UNICEF at 50

GENERATION G

EMBEDDED Casa do Zezinho:
Buy one get half

EMBEDDED LA-based Raven Denim:
K-pop group Dal Shabet creates
GENEROSITY jeans for charity

EMBEDDED Saught Jewelry:
Handcrafted by Cambodians from
GENEROSITY unexploded landmine material

SIDESTEP

Think about how to combine trends

trend
.com

ECO-STATUS

trend
.com

ECO-STATUS

ECO- Porsche:
Battery powered supercar
ICONIC Istanbul Consumer Trend Seminar |

ECO-STATUS

ECO- Magnificent Revolution:
London’s cycle-in cinema

ECO- Gyeongwan Koo:
Seed-tipped chopstick can be
STORIES planted in soil after use

ECO- Casualsakks
Cushions made from recycled
STORIES coffee sacks

BIGGER
ONLINE STATUS
BETTER
& BRAND ME
HARDER
STATUSPHERE

STATUS
STORIES ECO-STATUS

GIVING
STATUS
&
SMARTS
trend
.com

ONLINE STATUS

trend
.com

ONLINE STATUS

Virtual visibility is social currency.
After all, what does it matter if it’s not seen (& recorded) online?
trend
.com

ONLINE STATUS

ONLINE P1.CN:
Chinese invitation-only social
STATUS network; 1.2 million members

ONLINE STATUS

ONLINE WeTopia:
Social gaming for good: 800k players,

GENEROSITY 1m gallons of water, 650k meals, 2
schools built Istanbul Consumer Trend Seminar |

ONLINE STATUS

ONLINE Greenpocket:
Compete to reduce carbon
ECO-STATUS footprint

ONLINE STATUS

ON TO OFF Stitchtagram:
Instagram cushions


ONLINE STATUS

REAL WORLD Nike Brazil:
Road running social network
LIKING updates

ONLINE STATUS

REAL WORLD ING-DiBa:
Digital basketball, complete
LIKING with Facebook support

BRAND ME

trend
.com

ONLINE STATUS

BRAND ME Mxit Judge Me:
South African photo rating service
gains over 400k users in less than a
month Istanbul Consumer Trend Seminar |

ONLINE STATUS

BRAND ME Arnet Reputación Online:
Social status booster


ONLINE STATUS

BRAND ME Axa France:
Protection Familiale Integr@le
online reputation insurance

ONLINE STATUS

BRAND ME Weibo Bridge:
Influential users (>2,000 active
followers) share ad revenues

BRAND ME
“Consumers will be as focused on
their personal brands as you are
on yours. Are you paying them
the proper respect they desire?”

trend
.com

The STATUSPHERE is fragmenting. Which spheres do you
(& your products) appeal to?

BIGGER
BETTER BRAND ME
HARDER
STATUSPHERE

STATUS
STORIES ECO-STATUS

GIVING
STATUS
&
SMARTS
trend
.com

BIGGER GIVING
STATUS
BETTER & BRAND ME
SKILLS
HARDER STATUS

STATUS STATUS
ECO-STATUS
STORIES SMARTS

NEXT
Write down 3 products you offer & match them to
the STATUSPHERES.
Do you have any gaps?
Do you have any customers who might be in that
sphere, and if so, how can you cater to them?
trend
.com

NEWISM

trend
.com

NEWISM
“Consumers crave the new:
because it represents innovation,
advancement, excitement,
experiences and status.”

trend
.com

THE GLOBAL
BRAIN

Increasingly, ‘new’ is ‘better’

trend
.com

NEWISM &
ONLINE

The online world is relentlessly accelerating and amplifying
trend
everything: information, excitement, attention .com

“Online culture is the culture”

trend
.com

2004!

“Online culture is the culture”

trend
.com

ONLINE
CULTURE

trend
.com

ONLINE
CULTURE

World’s first ‘Twitter wedding’ in Üsküdar
trend
.com

ONLINE
CULTURE

Where the innovation action is!

trend
.com

NEWISM &
TECHLUST

Online & tech innovations empower consumers &
promise to service existing needs in new (& better) ways
trend
watching
.com

ONLINE SUPER
POWERS

Instant & total transparency, more control, choice,
personalization, relevance and more, more, more...
trend
São Paulo Consumer Trend Seminar | .com

OFFLINE
SUPER
POWERS

Mega-empowered mobile consumers!
trend
.com

OFF LINE
SUPER
POWERS
“63% of women and 73% of men
ages 18-34 say they don’t go an
hour without checking their
phones.”

trend
(Source: Lookout & Harris, May 2012) Istanbul Consumer Trend Seminar | watching
.com

INFOLUST

“Forget information overload.
Consumers face an almost total lack
of information*”
* Information that is relevant, useful & timely
trend
.com

INFOLUST
OFF=ON SAFETY NET

REAL-TIME
RELEVANCE DIY HEALTH

PROUD TO BENCHMARKED
PROVE IT POINT & KNOW LIFE
& BUY
trend
.com

OFF = ON
“Mobile data traffic in 2011 was
eight times the size of the entire
global Internet in 2000.”

trend
(Source: Cisco, February 2012) Istanbul Consumer Trend Seminar | watching
.com

OFF = ON
“Offline is online: success will be
about seamlessly bringing those
features that consumers love
about the online world, into the
offline world”

trend
.com

OFF = ON JC Penney:
findmore kiosks in store


OFF = ON Westfield:
Shopping mall search


OFF = ON C&A Brazil:
Facebook-enabled clothes
hangers

REAL-TIME
RELEVANCE

“Real-time is the only time.”

trend
.com

REAL-TIME
RELEVANCE
“Between May 2011 and February
2012, the number of smartphone
owners getting real-time location-
based information on their phones
rose from 55% to 74%.”

trend
(Source: Pew, May 2012) Istanbul Consumer Trend Seminar | watching
.com

REAL-TIME
RELEVANCE

“By 2016, there will be over 10 billion
mobile-connected devices, including
machine-to-machine (M2M)
modules, more that the world's
population at that time (7.3 billion).”

trend
(Source: Cisco, February 2012) Istanbul Consumer Trend Seminar | watching
.com

REAL-TIME Boondoggle:
Weather-dependent wake up
RELEVANCE calls

REAL-TIME SK Telecom:
Cart screens give real-time data
RELEVANCE Istanbul Consumer Trend Seminar |

PROUD TO
PROVE IT
“Brands need to move from just
‘having nothing hide’, to
showing and proving
everything they do.”

trend
.com

INFOLUST

If governments can’t keep secrets,
do you think your brand can?
trend
.com

INFOLUST

PROUD TO City of Chicago:
GPS snow ploughs to prove
PROVE IT fairness

INFOLUST

PROUD TO Yi Mu Tian:
Organic farm offers vegetable
PROVE IT camera tracking

INFOLUST

PROUD TO Honest By:
Totally transparent fashion
PROVE IT Istanbul Consumer Trend Seminar |

POINT & KNOW

trend
.com

POINT &
KNOW
“Smartphone-toting consumers
are embracing a world in which
they can find out about anything
they see or hear, even if they don’t
know what it is or can’t describe
it in words.”

trend
.com

POINT &
KNOW

trend
.com

POINT & WordLens:
on-the-go translations
KNOW Istanbul Consumer Trend Seminar |

POINT & KLIK:
Bought by Facebook. Where
KNOW next?

POINT & Adidas Originals sneaker
scanner
KNOW & BUY Istanbul Consumer Trend Seminar |

POINT & Hyundai Home Shopping:
AR apps suggests accessories
KNOW & BUY based on current outfit

POINT & Amazon Flow and eBay
apps
KNOW & BUY Istanbul Consumer Trend Seminar |

POINT &
KNOW &
BUY “POINT-KNOW-BUY will reshape
consumers’ info-expectations,
search behavior and purchasing
patterns, bringing consumers
real-world instant visual
information gratification.”

trend
.com

BENCHMARKED
LIFE
“New technologies mean that
consumers can now satisfy their
personal INFOLUST and gain
insights into their own behavior;
allowing them to better manage,
monitor & adapt their daily lives
and activities.”

trend
.com

BENCHARKED 22seven:
Online platform helps users save
LIFE money

Volkswagen China:
BENCHARKED Mobile app raises aware-ness of
LIFE vehicle pollution

BENCHARKED Babolat France:
Tennis racket with in-built
LIFE coach

BENCHARKED Nike Fuelband:
Measure and compete
LIFE

DYI HEALTH
“Countless new apps and are
available for consumers keen on
preventing, examining,
improving, monitoring and
managing their health, whether
for reasons of control,
convenience or a desire to avoid
intrusive trips to the doctor.”
trend
.com

DYI HEALTH

“The number of consumer health
apps has grown from 3,000 in
February 2010 to over 13,000 in
April 2012.”

trend
(Source: MobiHealthNews, July 2012) Istanbul Consumer Trend Seminar | watching
.com

DYI HEALTH

“The global mobile health
applications market will grow
from from USD 1.7 billion in 2010
to USD 4.1 billion by 2014.”

trend
(Source: Technavio, February 2012) Istanbul Consumer Trend Seminar | watching
.com

DYI HEALTH UK National Health Service:
Recommended mobile health apps


DYI HEALTH CSEM:
Heart rate monitor headphones


DYI HEALTH AgaMatrix:
Diabetes monitoring app


SAFETY Seguridad en Linea:
Colombian crowd-sourced
NET security platform

SAFETY China Survival Guide:
Food safety alert app, 200k
NET downloads in 1st week

OFF=ON SAFETY NET

INFOLUST

REAL-TIME
RELEVANCE DIY HEALTH

PROVE IT POINT & KNOW LIFE
& BUY

From total transparency, to real time relevance, to knowing
everything that is happening around and even inside one’s body,
trend
consumers have never been more INFOLUSTYIstanbul Consumer Trend Seminar | watching
.com

OFF=ON SAFETY NET
PROVE IT LIFE

REAL-TIME POINT & KNOW
DIY HEALTH
RELEVANCE & BUY

1. Vision
2. New business concepts
3. New products, services, experiences
4. Marketing, advertising, PR Istanbul Consumer Trend Seminar |
trend
watching
.com

OFF=ON SAFETY NET
PROVE IT LIFE

REAL-TIME POINT & KNOW
DIY HEALTH
RELEVANCE & BUY

NEXT:
What information are you giving
consumers, and how does it empower
and transform them?
Think about relevance, utility, accessibility
& action. Istanbul Consumer Trend Seminar |
trend
watching
.com

“D”:
DISCOVER &
DECIDE

trend
.com

WHAT
CONSUMERS
WANT

“Both the who and the how of both discovery &
consumer decision-making are being changed.”
trend
.com

DISCOVER

“Discovery now happens by default”
trend
.com

“D”:
DISCOVER &
DECIDE
“There are over 3,200,000,000
likes and comments every day.
That’s 3.2 billion. Or 37,000
every second.”

trend
(Source: Facebook S-1, 2012) Istanbul Consumer Trend Seminar | watching
.com

“D”:
DISCOVER &
DECIDE
“74% of online shoppers discover
new products through reviews
and recommendations on
websites and social media sites”

trend
(Source: Barclays, May 2012) Istanbul Consumer Trend Seminar | watching
.com

DECIDE

Consumers are turning to new, trusted
sources to help them DECIDE
trend
.com

“D”:
DISCOVER &
DECIDE
“92% of global consumers say
they trust earned media (word-
of-mouth and recommendations
from friends and family), above
all other forms of advertising—an
increase of 18 percent since
2007.”

trend
(Source: Neilsen, April 2012) Istanbul Consumer Trend Seminar | watching
.com

“D”:
DISCOVER &
DECIDE
“Online consumer reviews are the
second most trusted form of
advertising with 70% of global
consumers trusting them, an
increase of 15% in four years.”

trend
.com

“D”:
DISCOVER &
DECIDE
“While only 47% of consumers
around the world say they trust
paid media (television, magazine
and newspaper ads), a decline of
over 20% since 2009.”

trend
.com

DATA THE
DIVINITY F-FACTOR

trend
.com

DATA
DIVINITY
“The phenomenon of collecting,
analyzing and interpreting
consumers’ personal information,
and using it to give tailored
recommendations that help
consumers make better
decisions.”

trend
.com

DATA Ticketmaster:
Recommended gigs based on
DIVINITY Spotify listening habits

DATA AutoTrader Autolyzer:
Facebook data finds vehicle
DIVINITY matches

DATA
DIVINITY

“Not for everyone, but shows just
how tailored the future will be...”

trend
.com

F-FACTOR
“That’s F for friends, fans and
followers, who influence
consumers’ purchasing decisions
in ever more sophisticated ways”

trend
.com

F-FACTOR
“Turkey is the 7th biggest country
on Facebook”

trend
.com

F-FACTOR

Consumption has always been social
trend
.com

F-FACTOR

Amplified & accelerated
trend
.com

F-FACTOR FourSquare Explore:
Personalized nearby
recommendations

F-FACTOR Findirim:
Discount e-commerce store
on Facebook

“D”:
DISCOVER &
DECIDE

DATA THE
DIVINITY F-FACTOR
trend
.com

BEST OF
THE BEST

A consumption arena that is more efficient, more
relevant, and more interesting than before.
trend
.com

“D”:
DISCOVER &
DECIDE
“This is not about your social
media marketing strategy or
optimization. In fact, this is not
about marketing at all. This is
about being (genuinely) liked, if
not loved. Then the rest will just
happen.”

trend
.com

IT’S ALL OUT
THERE

And consumers won’t hold back ;-)
trend
.com

ENJOYED THE PRESENTATION?
NEXT THERE IS MORE!

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Key Consumer Trends Part 1

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