henry mason's 206. crystal apple creativity festival presentation
DESCRIPTION
http://elmaaltshift.com/TRANSCRIPT
5 trends for 2015!Kristal Elma, 18 September 2014Henry MasonManaging Directortrendwatching.com
A QUICK WARM UP!
GOOD OR BAD IDEA?
3 INNOVATIONS:
Easy Fit & Return delivery service saves customers time
JEANS ONLINE
CATSTARTER Crowdfunding platform supports cat-related innovations
MCDONALDSBFF Timeout: encourages Filipinos to focus on each other rather than their phones
GOOD OR BAD IDEA?
3 INNOVATIONS:
Easy Fit & Return delivery service saves customers time
JEANS ONLINE
CATSTARTER Crowdfunding platform supports cat-related innovations
MCDONALDSBFF Timeout: encourages Filipinos to focus on each other rather than their phones
YOU AREN’T THE ONLY JUDGE
THINK ABOUT YOUR CUSTOMERS
BEFORE WE DIVE IN…
TRENDS?
Not fashion…
TRENDS?
More than just what’s ‘trending’
TRENDS, SMALL AND BIG
MacroConsumer
Industry
ABOUT US
Since 2002250,000 free subscribers, 1,200 Premium clients
2,500 spotters in over 100 countries
WATCHING TRENDS
TRENDS = OPPORTUNITIES
“We look for signals: things that have ‘unlocked’ or newly serviced an existing consumer need, desire, want or value.”
CHANGE
CHANGE?
EXPECTATION GAP
SPORTS CAR?
HOTEL?
DESIGNED IN CALIFORNIA
CHINA
MARKETING?
EXPECTATION ECONOMY
Who are you really competing
against?
KEY MESSAGE FOR TODAY
SO LISTEN UP! ;-)
GLOBAL BEST
PRACTICE
A curated snapshot...
READY TO RUN WITH!
Take these trends and examples, learn from them, adapt them, and launch innovations of
your own!
Vision
New business concepts
New products, services, experiences
Marketing, advertising, PR
WHERE TO
APPLY
WHO?
SYMPATHETICPRICING
CURRENCIESOF CHANGE
POLITENESSPAYS
POSTDEMOGRAPHICCONSUMERISM
VIDEOVALETS
FIVETRENDSFOR 2015
VIDEOVALETS
VIDEOVALETS
“Consumers will come to expect instant, webcam-enabled face-time with brand reps as and when they need it.”
“54% of UK
consumers say the most important factor when contacting a brand is being able to interact with a real person.”
(Vision Critical Research, Oct 2013)
VIDEOVALETS
VIDEOVALETS
Bank of AmericaLive video chat with bank staff via ATM
VIDEOVALETS
Amazon: Mayday button offers live video customer support - 75% of requests now use the button.
REMEMBER, WITH TRENDS…
EXPECTATION GAP
VIDEOVALETS
FiatLive staff-guided vehicle exploration via webcam
Think about how new technologies can simplify or even enhance the customer experience!
LIGHT-BULB MOMENT:
SYMPATHETICPRICING
CURRENCIESOF CHANGE
POLITENESSPAYS
POSTDEMOGRAPHICCONSUMERISM
VIDEOVALETS
FIVETRENDSFOR 2015
SYMPATHETICPRICING
SYMPATHETICPRICING
“Brands are offering imaginative discounts that relieve lifestyle pain points, offer a helping hand in difficult times, or support a shared value.”
“Only 9% of brands make a meaningful difference in people's lives.”
(Havas, June 2013)
SYMPATHETICPRICING
BrahmaBeer brand campaigns to reschedule Valentine's Day
SYMPATHETICPRICING
BGH: Hot apartments receive discounts on AC units in Argentina: USD 14m in sales
SYMPATHETICPRICING
SYMPATHETICPRICING
EasyTaxiDiscounts for solo Filipino women after physical assaults
Union Square Mall10% discount for ‘gingers’ at shopping centre
SYMPATHETICPRICING
How could you show compassion and purpose with your pricing?
LIGHT-BULB MOMENT:
SYMPATHETICPRICING
CURRENCIESOF CHANGE
POLITENESSPAYS
POSTDEMOGRAPHICCONSUMERISM
VIDEOVALETS
FIVETRENDSFOR 2015
CURRENCIESOF CHANGE
The desire for self-improvement is universal.
CURRENCIESOF CHANGE
“73% of people give up on their goals to lose weight, get fit or train for an event within 6 weeks.”
(Harris Interactive, December 2012)
CURRENCIESOF CHANGE
“Only 10% of people who register for MOOCs (Massively Open Online Courses) complete their course.”
(Coursera, April 2013)
CURRENCIESOF CHANGE
CURRENCIESOF CHANGE
“Brands that use personalized deals & discounts to motivate consumers to reach their goals will be welcomed.”
CURRENCIESOF CHANGE
airBalticFrequent fliers rewarded for burning inflight calories
CURRENCIESOF CHANGE
Alfa-BankBank incentivizes exercise with higher interest rates
CURRENCIESOF CHANGE
UNAM Foundation Recycled plastics exchanged for bus travel, airtime and more.
CURRENCIESOF CHANGE
Etiqa MotorTakafulAuto insurer rewards young drivers for slowing down
How could you incentivize consumers’ BETTERMENT?
LIGHT-BULB MOMENT:
Vision
New business concepts
New products, services, experiences
Marketing, advertising, PR
WHERE TO
APPLY
WHO?
SYMPATHETICPRICING
CURRENCIESOF CHANGE
POLITENESSPAYS
POSTDEMOGRAPHICCONSUMERISM
VIDEOVALETS
FIVETRENDSFOR 2015
POLITENESSPAYS
“In 2015, smart brands will realize that it's often other consumers who have the greatest impact on customer experience – good or bad.”
POLITENESSPAYS
POLITENESS PAYS
La Petite SyrahCafé rewards polite patrons with discounts
Meadowhall Mall unveils lanes for fast and slow shoppers
POLITENESS PAYS
BFF Timeout: encourages Filipinos to focus on each other rather than their phones
POLITENESS PAYS
Are there any ways you can help your customers to be more considerate?
LIGHT-BULB MOMENT:
Vision
New business concepts
New products, services, experiences
Marketing, advertising, PR
WHERE TO
APPLY
WHO?
SYMPATHETICPRICING
CURRENCIESOF CHANGE
POLITENESSPAYS
POSTDEMOGRAPHICCONSUMERISM
VIDEOVALETS
FIVETRENDSFOR 2015
CURRENCIES OF
CHANGEHERITAGEHERESY
VersaceFashion brand partners with singer for counterfeit-inspired collection
HERITAGEHERESY
Four SeasonsLuxury hotel brand launches food truck road trip
HERITAGEHERESY
CURRENCIES OF
CHANGE
POST DEMOGRAPHIC CONSUMERISM
“People’s consumption patterns are much less predictable by traditional demographics: age/ gender/ place/ income”
PDC
“Yes, younger people are (still) usually the earliest adopters. But little, if anything, now remains the preserve of a single demographic for long.”
PDC
CURRENCIES OF
CHANGEGLOBALCULTURE
72% of BRIC millennials feel that ‘people are more alike around the world than they are different
SHARED(BRAND)
EXPERIENCE
CURRENCIES OF
CHANGESHIFTINGSTATUSSHIFTINGSTATUS
48% of neo-sharers are 18-34. 33% are 35-54, and 19% are 55+.
“If you look at the list of the 1,000 favorite artists for 60-year-olds and the 1,000 favorite artists for 13-year-olds,
there is a 40% overlap”
(Guardian, May 2014)
SILOEXPLOSION
CURRENCIES OF
CHANGE
COLLAPSEOF
CONVENTION
“In 2013, 16% of new mothers were unmarried (up from 10% in 2009)”
GfK Roper, via JWT.
COLLAPSEOF
CONVENTION
BLURRED DEMO-
GRAPHICS
There has been a 400% increase in multi-racial marriages in the US in 30 years
SO WHAT?
NEW NORMAL
Coca Cola: Superbowl ad celebrates racial diversity
POST DEMOGRAPHIC CONSUMERISM
NEW NORMAL
Tanishq: Indian jewelry ad celebrates remarriage
POST DEMOGRAPHIC CONSUMERISM
Four SeasonsLuxury hotel brand launches food truck road trip
HERITAGEHERESY
POST DEMOGRAPHIC CONSUMERISM
HYPER DEMOGRAPHIC IRONY
Lean Machine Ale: Low-calorie beer aids post-workout recovery
POST DEMOGRAPHIC CONSUMERISM
CROSS DEMOGRAPHIC FERTILIZATION
DDP Yoga: Ex-wrestler creates ‘macho’ yoga
POST DEMOGRAPHIC CONSUMERISM
WHO?
How will a post-demographic world shape your marketing in 2015?
LIGHT-BULB MOMENT:
Just the tip of the iceberg
A framework for understanding
CHANGE
CHANGE?
EXPECTATION GAP
APPLY!
APPLY!
APPLY!
Vision
New business concepts
New products, services, experiences
Marketing, advertising, PR
WHERE TO
APPLY
WHO?
www.trendwatching.com/trends/consumertrendcanvas
GOOD TIMES!
