Trends2013

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Tuesday, April 30, 13

The Insight Point | www.juanisaza.com | @juanisaza

CLASS  OF  2013

Appeared or enhanced, this year’s

issues are rising from consumer nostalgic

for some platforms in the past that does not

support waste because the efficiency

became a religion.

T is a pleasure to present the 2013 version of the Insight Trends Point. This year we are in a world full of questions with the greatest hopes placed in new or re-elected rulers and the ability to make radical changes in the economy, particularly in Europe and the United States. A world that is increasingly questioned wealth and reinvents the concept of status to make it more inclusive or just to make your real world equal to the virtual world, full of news screen applications and where it appears that all could be controlled.

The report of this year, we wanted to mainly focus in the eight subjects considered most current. It is worth noting that some of the trends described in 2012 report, are still valid. Therefore, though deeply influential, still we have not included such topics as gaming, growth participation in social networks particularly on mobile platforms or customization of product or services. For these issues, it is advisable to look at the report of 2012.

Appeared or enhanced, this year’s issues arising from a consumer nostalgic for some platforms in the past that does not support waste because the efficiency became a religion. A consumer who feels that the greatest digital value of what is in life not the technology’s in a world that has taught that the speed is now currency. The 2013 comes with a consumer that despite all odds of hyper, start looking for spaces of neutrality and silence.

We hope you enjoy and find very useful this year’s report. As always, thank you very much about 40 thousand people who have read and downloaded trend reports from previous years. Those who persistently ask for the date you receive the following and commenting, sharing and collecting the report. Happy New Year 2013.

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Tuesday, April 30, 13

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las  ocho  del  2013Nostalgic Disenchantment

A matter of Roles

Austere-cool

New Currencies

Techno-life

Free Neutrality

OFF for ON

Immediacy

Tuesday, April 30, 13

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1nostalgicdisenchantment

In times of uncertainty, it is common that consumers look back wistfully. In

the sense it adds a deep distrust towards brands, mainly the

multinationals. There is disenchantment towards the model of globalization which could be seen today as the

origin of frustration for much population, mainly in the developed

world.

ostalgia is a feeling that comes to haunt a consumer beaten by the performance of the global economy for several years. Now we see a look strong backward products, brands, and lifestyles. Since the rise, multinational series such as Downtown Abbey , the consumer is recreated in these “wonderful years”. They prefer safe and familiar content. 2013 is therefore called the year of the “sequels in Hollywood. The contents were successful in past are the best way not to take many risks. In developed countries, brands will look to the past, counting the milestones that made their country great. Still appears in bookstores texts of authors who are wondering how to make America get back to be the engine of the world, the great power of progress and innovation.Some brands take advantage of their own history to relaunch models that were emblematic in the past. Fiat-Chrysler in 2012 once did and so will others with models such as the Jeep Grand Wagoneer or relaunch of Lincoln (http://bit.ly/TIP20133).

The globalization that allowed us to have access to low-priced products is seen by many as the culprit of the loss of employment and labor in developed countries. We will again this year, that label that accompanied many years of our lives. “Made in USA”. Many companies reconsider the cost of “Made in China” as it did the Trunki suitcase producer (http://bit.ly/TIP20133) and many other companies that are going to produce in the United States, in France or the United Kingdom.

From the hand of the nostalgia; for the glorious past, especially in the world developed we will see increasing attention around local businesses that pose policy divergence almost global businesses or multinational (http://bit.ly/TIP20133). The technology allows local businesses close many gaps that historically had with large corporations. The laundry ward or local taxi company today have access to mobile applications or systems to handle databases of their clients, reward your loyalty and maintain social networks the same level of professionalism of a multinational.

There is an opportunity for those who know how to capitalize the nostalgia towards their old products or icons provided they can do so from a perspective fresh and technological. The consumer is relaxed in territories known. In uncertain times they want to go where it is safe and what is familiar and close. The new Facebook policies (http://bit.ly/TIP20133) allow multinationals retain an overall picture without neglecting local markets so that the brands are perceived as hosts and no undesired invaders.

FOR  BRANDS...

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2A  MATTER  OF  ROLES

Des-categorical trend, defined a year ago, is strengthened and becomes a

question of roles; making entrepreneurs, investors and consumers

exchange functions. The Start is the death of the idea of the private sector,

the public, and the two opposed spheres. A world, where it becomes

increasingly difficult to put on a label.

erhaps one of the clearest trends we see today is the difficulty of established labels or defined roles. Who today is tomorrow’s client producer ("Presumers & Custowners", as he calls Trendwatching in its latest report). But beyond a marketing phenomenon, it is possible to discover how this difficulty in defining roles and labels began playing many areas of our world. What once had well-defined borders are now beginning to integrate. Proliferated places; where people gather to work, but not old fashioned Starbucks where everyone wore their computer independently. Now are arriving unknown, share ideas, discuss, create and build together. In many cases being part of different companies, even competitors. In this new world, the talent and the desire to work in a team together that contract try to separate confidentiality. It is worth reviewing the example of Cooperative Mental workspace created in Argentina and that is much like what will be the future of business structures (http://bit.ly/TIP201350).

The disappearance of the intermediate from which many have spoken, is part of this profound change in which roles disappear and the buyer now may be the investor, with thousands of projects in w hich the bank or venture capitalist is replaced by the consumer and deserves even to create a fain in Asia (Http://bit.ly/TIP201310).Today we review many concepts such as adolescent, as a person who is in a stage production with cases like teens entrepreneurs (http://bit.ly/TIP20138). With initiatives like Worksurfers (http://bit.ly/TIP20139), are questioned Holiday titles as the time when not working. The role of the brand as the interlocutor advertising, consumer, and the person receiving the message will also be reviewed in initiatives that allow commercial respond (http://bit.ly/TIP201312).

Perhaps one of the most interesting observations in this disappearance of roles is the emergency of new players who start to exercise functions previously correspond to the government. Companies like Google or Red Bull sponsoring experiment related to topics such as space exploration. Policies in Facebook influence companies like a government authority. Much good social entrepreneurship take on the role once reserved only for governments. In fact, as an interesting example is the Tata Indian holding (

The best thing you can do is leverage the value brands today give consumers direct connections. Platform TalktotheManager (http://bit.ly/TIP201314), which allows restaurant patrons send direct messages to the manager. A restaurant is a sample of how brands all sizes and sectors can eliminate middle management and use information from other sources. Very good ideas may arise from seeing clients as investors, to producer and creators or employees as customers.

FOR  BRANDS...

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3AUSTERE-COOL

In a world that fails to leave behind the economic crisis, the consumer value

brand offers the possibility to pay only what you need. Data becomes a great ally for match resources to their needs. Doing things is so austere, the new way

to be cool.

n 2013 the feeling gets stronger of rejection of everything that can result flashy or unnecessary. Collecting is frowned upon for a consumer who no longer sees in an interesting property status, because what you pay is the access rather than the possession. “Buy what you are going to consume” seems the new mantra of a citizen who begins to see small disbursement formats involving developed countries, with the help of large multinational consumer products massive like Unilever (http://bit.ly/TIP201315).

The theme of austerity and round care; which consumers are spending in all corners. Start the year with Les Miserables, a story based on the theme of the inequality and which we will get in the first half of the year. Prada speaks “Extreme simplicity” to describe his Spring/Summer 2013 (http://bit.ly/TIP201317) and The Economist speaks of an “anti-rich sentiment” throughout the world.Government policies seek to promote efficiency in all levels. A world in which they were expected to fill professional supply and demand, we move to a world that is increasingly looking for those arriving to fill available spaces in universities that have been established according to the needs of the market. This is a topic discussed much in countries like China (http://bit.ly/TIP201351).

Today there is a great movement that speaks of large scale data (Big Data), which have to do with the ability to gather and interpret large amounts of information in either of the companies, in areas such as marketing, but especially in the sake of efficiency. The driving forces behind the important of the data are questions like: How to contact the right consumers only, how to offer the right product, in the right amount, avoiding most of any waste. A government data scale is used to streamline the cities, as the Amsterdam case, for example (http://bit.ly/TIP201318). All with the goal to better understand the connection between the needs and resources to meet them.

Large presentations and multi-unit formats are questioned especially in developed countries. Different situations occurs in those markets (e.g. Latin America) living a time of growth fascination with economic and free trade. Brands can explore the new display options, price promotion and to facilitate the access of consumer goods. A case is TotalBoox inspiring platform that allows readers to pay for each page read in the book, avoiding the waste of paying for content that may never consume (Http://bit.ly/TIP201319).

FOR  BRANDS...

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4FREE-NEUTRALITY

A year ago we were talking about Private value, a concern from the

people for intimacy and managing their data, today the trend expands and we all seek spaces of neutrality,

away from the influence of the advertisers or noise. Silence and disconnection are now the most

valued freedom.

n a world where everything is connected and companies are increasingly retrieving access to information about living and purchasing behaviors of individuals, seems that the consumer begins to search for spaces of neutrality, peace, and silence. Just as consumer remove tag from photos on Facebook and celebrate the removal of recognized face (http://bit.ly/TIP201320) and the same hope goes unnoticed in 2013.

While the “made to order” seems to be the main value of the data when the brand manages to gather accurate information about the tests and interests of the consumer, there is a need to avoid being persecuted with contents “customized”. Advertising systems that are leaving “cookies” on consumer navigation to pursue it with offers of hotels or products you were browsing above, consumer generated a sense that it became annoying. Trendwatching speaks of “unwanted personalization” as the attitude of the consumers to control the contents that are made for them specifically. Advertising “made to measure” from data searches is one of the factors that most consumers find uncomfortable. This is one of the main reasons for the growth of DuckDuckGo, the search engine competition Google touted himself talking of respect for privacy, and already has one million daily searches (http://bit.ly/TIP201323).

They grow everywhere, invitations for people to enjoy the moments of disconnection from all possible ways. The forms of meditation are becoming more popular, Mindfulness meditation from scientific discoveries speaks of its effect on the brain (http://bit.ly/TIP201321). Meditation is accessible to all with Free Mobile applications and tools (http://bit.ly/TIP201322). The consumer looks disconnected from all possible ways. It is increasingly common to find couples that prohibit cellular spaces like the room or the bed. They are made in multiple environments which are found in popular games that forbid checking the phone during a meal with friends. Whose disability is it from being disconnected or distracted, consults their cellphone, and pays the bill.

And transparency was seen as an opportunity ratheras a threat by those brands that proactivelyopened its doors to consumers, respect for leadershipconsumer choice was not to receive information that is notdesired, may be the opportunity to win the respect andadmiration of the citizens. Similarly, the desiredsearch spaces can inspire peace and disconnection forinteresting ideas for brand differentiation asdid Selfridges, retail chain in the UK. (http://bit.ly/TIP201324)

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Tuesday, April 30, 13

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5 NEW  CURRENCIES

There are new and inspiring forms of wealth and a new currency that will

steal the attention of a consumer who has managed to separate the money

of good taste. Aesthetics is a new currency as well as some other

innovative sources of status that have little or nothing to do with the money.

efore the lack of money as the historical reference for wealth, the consumer begins to explore other forms of status that will allow to create value for their own image and their lives. Knowledge becomes status, speak another language, study online or take courses from prestigious universities in I-Tunes becomes a form of status. LiveMocha, a site where you can study for free , 25 languages experiencing a significant growth (http://bit.ly/TIP201327). Influence is one of the new coins. With platforms like Connect.me (http://bit.ly/TIP201328), in which consumers create their own badges and earn reputation.

But perhaps the most interesting that arises today as a reference for status is good taste. This is a consumer who has been able to separate the money and the aesthetic value of things. Who today has good taste wins the aspirational who few years ago was the richest. That's why nowadays collecting the best pictures of home interior design amazing or admirable clothing combinations are the best presentation in the fastest growing social network, particularly among adolescents: Pinterest (http://bit.ly/TIP201326).

The value of the aesthetic as the new wealth raises the need for all that want to be featured must have design values. An interesting category is exemplary of gum, which gave flavor promises functional or duration to focus on an offer based on the design and structure of the package, a conclusion reached by the producers discovered on aesthetics, the most influence at the time of purchase (http://bit.ly/TIP201325).

So everything seems to have to be aesthetic in this world where status is gained through these new currencies. In fact, Trend Hunter talks about "Fashioning" as one of the most important issues for this 2013. Brands like Evian following their collection of Issey Miyake bottles or Coke Light whose creative director, Jean Paul Gaultier surprised with a new design for summer. (Http://bit.ly/TIP201329)

Perhaps the best advice for brands is to ask alternative currencies that could be the access of consumers to their brands. An interesting example is that of Nike and its FuelBand, which uses movement as a way to acquire rewards, log and track the movement of each day (http://bit.ly/TIP201330).

Another inspirational story has to do with exploring alternative currencies for consumers to access benefits. This is the case in Colombia Buchanan's offered access to a concert to those who participated in a brand's social project helping the neediest communities. (http://bit.ly/TIP201331).

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6 OFF  FOR  ON

For several years we have talked of ON = OFF as the integration of the real

world with the virtual world. This year saw an interesting variant: actual

experiences must be generated to feed virtual experiences. No real life no

digital .

t remains true that the virtual world and the real world are one as we define a couple of years ago in "Reality Principle". Hundreds of thousands of applications allow us to enjoy the real spaces with information, guidance and the ability to share that digital world gives us. Perhaps the best example is Highlight, application for invading the privacy question but that best shows this real world becomes large with the virtual world (http://bit.ly/TIP201337). What is new today? is it every time we realize that the real world becomes the most important input (sometimes the only) in areas such as social networks. The real world colors, spaces and people is what fuels Instagram and Pinterest, social networks have demonstrated the great value of the image and have the photos to be the new version of the 140 characters.

The most important source of content for any brand experiences remain fun, exciting, nostalgic, surprises that lead consumers to produce and share content. The figure of the community manager trying at all costs to create a conversation of nowhere, begins to wear. Trend Hunter speaks of "Immersive branding" and confirms that the conversation in social networks will only be present for those brands that are able to fascinate the consumer in the real world. We are in the stage of post-brand experience. Some of the most talked about cases last year were the ones that really hit people when brands crossed his path. The case of Mercedes-Benz looking to put out a car unseen (http://bit.ly/TIP201332) or Cadbury with the house he built in Hyde Park for the Olympics (http://bit.ly/TIP201333).

In this integration nourishing ON OFF, the innovation that will be most talked, sure the glasses that Google could bring to market later this year will serve to make larger real-world experience http://bit.ly/TIP201336, In this 2013 much discussion of drones, these aerial vehicles controlled from the phone, the car that drives itself, robots who do the cleaning, and all this new hardware that lives in the real world that can be controlled and conducted by means of digital tools.

The main lesson has to do with something every time we see more clearly: It ended the era of promises. Even as the quality values can now be promised. Consumers expect the test: Sample real, tangible and experiential. It is very inspiring for H & M with its recent entry into Mexico where it has created a lab that will allow consumers to experience on their own quality and durability of the clothes from H & M (http://bit.ly/TIP201338). "Lead by example" might be the best mantra for brands in 2013, especially for those who are advertising monologue.

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7

Technology impacts culture and it gives more and more importance to

immediacy. People are looking for answers that can not wait 15 seconds.

Contents are becoming obsolete as soon as they are generated.

aying that the world go faster and faster does not seem a trend but a reality that we are talking about for years. But in this 2013 we will see how culture is implanted speed in the lives of consumers and brands offers an innovative way. Consumers expect life to start spending online and require brands instant responsiveness. According to a recent study by Edison Research, 20% of consumers who contact a brand through social networks expect a response within 15 minutes (http://bit.ly/TIP201341).

Google Fiber offers Internet access 100 times faster than standard broadband in some U.S. cities (http://bit.ly/TIP201339) and adds to the culture of speed for a consumer who is no longer willing to expect. In fact, searches that include the word "now" Google have doubled in the past five years.

The services designed to address the culture of immediacy in the consumer generate business opportunities as adding the application module deliveries and errands, TaskRabbit, now, with the payment of an additional $ 10 (http://bit.ly/TIP201343). It should also be mentioned as curious example, creating services like instant delivery of condoms at home in college dormitories in New Jersey (http://bit.ly/TIP201344).

In this world of immediacy and speed seems that the ephemeral is the new reality. In this context, it is inspiring that the British musician Gwilym Gold creates a downloadable disk mutates every time you listen, making sounds never twice the same (http://bit.ly/TIP201342).

This year 2013 will be very present to the topic of 3D printers (http://bit.ly/TIP201340), which is in addition to the speed of wanting to have an object in seconds, looking to emulate the speed with which today can be received content. The consumer immersed in this culture of immediacy wonders why he can not get his hands on an object with the same speed with which you are holding the text to download to your Kindle or the number you see on your AppleTV.

It seems obvious to say that the work of the brands will make access to their products, to new developments and their services is growing fast. And so it is, but beyond the speed in anything that involves complex infrastructure changes, is the speed in how brands communicate with consumers. In social media, the speed becomes critical, not only for the answer that consumers expect but by the ease with which the topics and conversations are older. Stop planning with multiple levels of approval in the contents and, instead, seek a more spontaneous and direct conversation can be a good purpose for many brands for this 2013.

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IMMEDIACY

Tuesday, April 30, 13

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8 TECHNO-LIFE

A year ago we were talking about Obsessive Tracking as rampant interest

that control everything, especially what it has to do with the body and health.

Today this trend is made larger to include innovations in technology that

is incorporated into the body to help us live better.

t is a commonplace to speak of the impact of technology in all spheres of our life. Undoubtedly, the connectivity has had a direct impact on the way we live, but in 2013 we will see how technology is particularly useful in the health care and helping people not only to work more efficiently or interact with more people but also (ideally) to live better.

Perhaps the aspect that most will be the talk has to do with the technology that is incorporated into the body. Since the device is inserted into the stomach to monitor and report the amount of food that was consumed, generating electrical impulses that give the feeling of satiety (http://bit.ly/TIP201345) to microchips and drug regulatory report information via mobile devices. Implants that disintegrate in the body, then do your homework, developed by Tufts University in the United States (http://bit.ly/TIP201347) also contribute to this feeling that the technology now helps us heal diseases.

The technology to be incorporated into the body is set to mark the launch of Google Goggles, mentioned above, but also with developments that help diagnose diseases such as bra that detects changes in the temperature of the blood vessels and thus to diagnose cancer early breast (http://bit.ly/TIP201346) .

According to a Pew Internet study, nearly 20% of smartphones has at least one application related to health care. Many of them to monitor physical activity or to guide food and diet.

The reality is that technology will make health care is an everyday topic. We miss you on the games appear daily to help us prevent disease or to live more healthfully (http://bit.ly/TIP201348), or you create applications to enhance the relationship between the physician the patient ( http://bit.ly/TIP201349). This may be the year that doctors begin to see their patients access to information as a support and not as an enemy.

The great value attached to health technology gives brands a clear message that human beings are targeting all living resources in favor of more and better. The big opportunity for brands is to support and accompany that care. The brands that have managed to incorporate tools for health care (food-related categories or lifestyle, for example), and the brands that support health-related causes or to research for disease prevention, give a clear example of being involved with something that seems to interest consumers every day.

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MAS  INFO...The compilation of the trends that are included here is the result of a capture, filtering and evaluation of many direct and indirect sources. Among them, it is noted:

www.iconoculture.com www.trendhunter.com www.thecoolhunter.net www.trendoriginal.com www.trendwatching.com www.buzzfeed.com www.luckie.com www.economist.com www.forrester.comwww.springwise.com www.time.com www.psfk.comwww.emarketer.comwww.thefuturescompany.comwww.leonardo1452.comwww.coolhuntermx.comwww.trendcentral.com www.techspot.comwww.trendland.comwww.wired.comwww.digitaltrends.comwww.brandchannel.comwww.blog.sysomos.com

In order to check more sources, we recommend:http://bitly.com/u/juanisaza Bundles: trends, trendspotting, consumer, macrotrends

Tuesday, April 30, 13

The Insight Point | www.juanisaza.com | @juanisaza

juan  isazaStrategic Planning Director at DDB Latina, DDB Worldwide division that includes the markets of Latin America, Spain and the U.S. Hispanic market. He writes regularly for his blog www.juanisaza.com and lecturer in various academic and business events in Latin America in areas such as marketing, advertising, social networking and fashion.

Lives and works in Miami.

Trend reports from previous years are available at www.slideshare.net/juanisaza

This document may be reproduced in whole or in part provided the source is acknowledged and the link to the website.

The eight trends described here will continue feeding on cases

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