Added Value Trends

Our approach to trends

2

Why Trends?

Typical

Marketing

Focus

A deep understanding of trends provides a consumer context for the shifts happening in

a category, and allows us to ride and shape these changes, rather than just react to them.

PEOPLE’S LIVES

Categories

Brands

3

TRENDS

Understanding how trends work, enables us to differentiate between short

term fads and trends with long term potential to impact consumer behaviour

Trends vs. Fads

Fast burn - peaks and disappears

Driven by socio/cultural factors,

but not necessarily aligned to

broader consumer need changes

Tend to be more local / regional

vs. global

Long lived and evolving

Rooted in identifiable

sets of cultural drivers

Can be tracked across continents

Typically have global reach

FASHION / FADS

vs.

CHAPTER TWO:

Trend Overview

5

The 10 Mega Trends and 26 Micro Trends

Autonomy

In Charge

Finding Myself

Sense-perience

Spontaneity

Freedom &

Discovery*

More Global =

More Local*

At Play

with the Past

That’s Us

Township Cool

Recognition

Flaunt

Think before

you buy

Belonging

New

Communities

Human Touch

Democratization

of Creativity

Status

Spheres

I deserve It

6

ID: Chameleonic

Womanity

Re- Masculation

Age Bend

Digital Universe

Mobile Life Everyday Ethics

Mindfulness

Comfort of

Simplicity

Better for Me

Health

Experience

Identity

Blur*Wired World Take a Stand*

New

Consciousness*Vitality

The 10 Mega Trends and 26 Micro Trends (02)

Spirit of Uprising

CHAPTER THREE:

The Mega Trends

8

New values are emerging. Individuality is

no longer just about being unique and

different, it’s about taking control of life

Success is changing its focus from superiority

to self realisation and defining yourself – finding

and pursuing the things that really matter

Time management is key

Mega Trend : Autonomy

MEGA TREND: People are taking control of

their life, individual choices are driving economic,

socio-political and lifestyle trends

KEY CONSUMER VALUES:

authenticity, self-realisation, recognition

TREND DRIVERS:

Micro Trends: In ChargeFinding

Myself

9

The recession has taught people that life is not

only about money. Frugality and even living without

money have become niche yet emergent trends

Enjoyment is not extinct, but people place higher

meaning on the little things in life, e.g. relationships,

connecting with friends, family and with themselves

Moderation and balance have become key

and the same is expected from companies

Mega Trend : Recognition

MEGA TREND: Recognition is about showing others that one

possess discernment and has achieved. While material goods once

signified one’s achievements and status they no longer do. The symbols

of status have become more complex and multilayered

KEY CONSUMER VALUES:

Sophistication, pleasure, confidence, respect, power

TREND DRIVERS:

Micro

Trends:

Think

before

you buy

Flaunt

I

deserve

It

Status

Spheres

10

Exploring physicality – Pushing the boundaries

of physical representation and experience

Driven by the desire for new sensations, experiences and a

search for things that challenge the way we think about

the senses. Technology is enabling us

to experience new things e.g. advances in

biotech and augmented reality technology

Mega Trend : Freedom & Discovery

MEGA TREND: Consumers increasingly seek experiences

rather than products and services; products and services

are often simply a means (tools) to an end (experience).

KEY CONSUMER VALUES:

Discovery, challenge, curiosity, passion, adventure

TREND DRIVERS:

Micro

Trends: Spontaneity

Democratization

of

Creativity

Sense-

perience

11

Mega Trend : More Global = More Local

MEGA TREND: While globalization is forging a

homogenous global identity it has reached its tipping point.

People are starting to resist global culture and look for the

authenticity of the local and the familiar for inspiration

KEY CONSUMER VALUES:

Authenticity, pride, self-esteem

TREND DRIVERS:

Micro

Trends: That’s Us

Backwards

to the Future

Township

Cool

The rise of the BRIC countries (Brazil, Russia, India

and China) has started to challenge Western driven

globalisation and South Africa is now one of them

People are more hopeful and look

forward rather than backwards

This goes hand in hand with modern creative

expressions and lifestyle inspired by

SA culture and traditions

12

Hyper Connectivity – The growing need (and

expectation) to be connected to others 24/7

Stress increasing worldwide. Most

people expect the future to be less safe

Anxiety is on the rise: crime, terrorism,

pollution, overcrowding, water, food safety

Mega Trend : Belonging

MEGA TREND: People form communities

as a space of comfort and solidarity

KEY CONSUMER VALUES:

Belonging, connection, care, security, harmony

TREND DRIVERS:

Micro Trends: New

Communities

Human

Touch

13

As life becomes more complex and the established

social structures break down, people have less

strict boundaries and conventions to follow

Today, the concept of identity has changed into

something we construct and invent, rather than

something given by gender, age, race and class

Mega Trend : Identity Blur

MEGA TREND: Gender and life-stages are beginning to blur.

Identity is fluid, changing and layered. People alter their identity over

time as situations change, and adopt many different expressions of

identity simultaneously, making identity more complex than ever before

KEY CONSUMER VALUES:

Discovery, self-actualisation, challenge

TREND DRIVERS:

Micro

Trends: Age BendWomanity

ID:

Chameleonic

Re-

Masculation

14

Infinite choices and finite time. People try to do

more in less time. More consumer choice than ever

before, better access to info than ever before

BUT

People suffer from sleep deprivation, burn out

syndrome, constant multitasking and

over scheduling, even for kids

Mega Trend : New Consciousness

MEGA TREND: Strong need for life to be

made simpler, easier and less threatening

KEY CONSUMER VALUES:

Effortlessness, convenience,

pragmatism, security, stability

TREND DRIVERS:

Micro Trends: MindfulnessComfort of

Simplicity

15

Medical breakthroughs, alternative medicine,

and growing consumer knowledge of health are

combining to redefine health, wellness, and aging

Mega Trend : Vitality

MEGA TREND: Proactive health management

and extended definition of wellbeing

KEY CONSUMER VALUES:

Engagement, accountability, empowerment, respect

Micro Trends: Better

for Me

Health

Experience

Explosion of scientific knowledge:

Genetic engineering, biotech, nanotech

Expanding the boundaries of what it means to be human

Life expectancy about to increase dramatically

Higher expectations from food, vitamins, supplements

TREND DRIVERS:

16

Mega Trend : Wired World

MEGA TREND: New Technologies have

entered all part of our life and allow

us to manage our lives 24/7

KEY CONSUMER VALUES:

Convenience, efficiency, connection, immediacy

Micro Trends: Digital

UniverseMobile Life

There is nearly one cell phone for every South African

The phone is not only for conversation but

it is a way to access services and data. Mobile web

use and social networking are growing fast

Over six million people have access to the

Internet in SA; SA Facebook estimates

that there are 3.35 million users

New developments in digital technologies e.g.

e-ink, near field communication, augmented

reality, GPS, 3D, HD and explosion of ‘apps’

TREND DRIVERS:

17

Increasing knowledge of our impact as consumers; impact

of technological innovations and of

scarcity of natural resources

Recent natural disasters showed the impact of climate

change on people’s lives e.g. Katrina, floods in Australia,

landslides, the Tsunami, earthquakes in Haiti and Pakistan

Economic uncertainty and political instability

leading to the rise of high profile demonstrations

(e.g. Tunisia, Egypt, Libya )

Mega Trend : Take a Stand

MEGA TREND: From cynicism and mistrust to a new found

determination and drive for new solutions to past problems

KEY CONSUMER VALUES:

Transparency, respect, compassion,

determination, challenge

TREND DRIVERS:

Micro Trends: Spirit of

Uprising

Everyday

Ethics

People are starting to fight for what they believe in,

the return of protest and people power. They

don’t just believe in it, they do it

Thank YOU