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2014 TRENDS WORKSHOP
February 21, 2014
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TODAY’S GOALS
•Learn about a few mega consumer trends
•Generate ideas as to how BRAND might leverage them
•Identify strong thought starters for further exploration
•Have fun!
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AGENDA
• Introduction to Mega Consumer Trends (5 min)
• Present Five Trends relevant to BRAND (20 min)– What is the trend?– How is it relevant to BRAND?– Examples
• Break into Small Groups by Trend (25min)– How might BRAND leverage this trend?
• Present Ideas (20 min)– Does anyone have builds for another groups’ trend?
• Vote on favorite three (10 min)
• Wrap Up (5 min)
INTRO: MEGA CONSUMER TRENDS
“Big, slow moving ‘currents’ [among consumers] that remain broadly stable year-on-year, and can be applied across regions, industries and demographics.”
– Trend Watching
They are informed by and overlapped with macro trends: PESTLE (political, economic, social, technological, legal & environment)
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THREE BROAD THEMES
1. The transfer of online expectations (abundance, flexibility, access etc.) to the ‘real world’
2. The overturning of ‘conventional’ expectations (about price, time, quality and more)
3. The craving – expectation even – for consumption that makes one feel good, not guilty
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FIVE MEGA CONSUMER TRENDS
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1. YOUNIVERSEMake your consumers the center
2. UBITECHThe ever-greater pervasiveness of technology
3. HUMAN BRANDSWhy personality and purpose will mean profit
4. BETTERMENTThe universal quest for self-improvement
5. HELPFULLBe part of the solution, not the problem
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TREND 1: YOUNIVERSE
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Self Central
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TREND 1: YOUNIVERSE
Instant Makers
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TREND 2: UBITECH
What if all your things could talk to each other and you?
Connected HomeConnected TV Content
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TREND 2: UBITECH
Connected Cars
Connected Clothes
Connected Experience
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TREND 3: HUMAN BRANDS
When asked about ‘meaningful brands’, most people said they wouldn’t care if 73% of brands ceased to exist (Havas, June 2013). 90% of people want brands to be as transparent about a product’s performance as they are about their values.
Honest Flexibility
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TREND 3: HUMAN BRANDS
Bitter Truths
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TREND 4: BETTERMENT
90% of consumers value the role that brands play in enabling their personal goals.
Breaking Bad
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Currencies of Change
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TREND 4: BETTERMENT
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TREND 5: HELPFULL
75% of consumers prefer customized in-store experiences to online shopping (Instant.ly, April 2013).
Video Valet
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Preemptful
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TREND 5: HELPFULL
BREAK INTO FIVE GROUPS
•Trend 1
•Trend 2
•Trend 3
•Trend 4
•Trend 5
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How might X brand leverage this trend?
Ground Rules:
No bad ideasBuild vs. critique
Contribute!
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WRAP UP & NEXT STEPS
•Share out ideas highlighting identified favorites
•Discuss how best to move forward
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