5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014

trendwatching.com’s December 2013 SOUTH & CENTRAL AMERICA TREND BULLETIN

trendwatching.com/southcentralamerica/trends/5trends2014

STATUS SMARTS Smart is the new status symbol.

CIVICSUMERS People-powered change: one city at a time.

BITTER TRUTHS Why consumers will welcome facing reality. However ugly.

PROTECTIVE TECH Why in 2014, brands should protect and serve.

LIFE: ON DEMAND 2014: year of the time savior.

1.

2.

3.

4.

5.

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 2

THIS IS jUST A SHORT ExTRACT. READ THE FULL TREND BULLETIN (FOR FREE!) www.trendwatching.com/southcentralamerica/trends/5trends2014/

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 3

STATUS SMARTS Smart is the new status symbol.

1

The online world has made information abundant; savvy entrepreneurs are the new rock stars; the new, better-educated middle classes are seeking continued personal development and fulfillment. In 2014, rising numbers of South & Central American consumers will embrace brands that assist them in their thirst for smarts.

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 4

Burger King & AlfaguaraBooks replace toys in kids’ menu

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 5

Easy Taxi Cab firm turns taxis into traveling libraries

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 6

SocialLab: Puentek Bus Mobile innovation lab brings 3D printing to young people across Latin America

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 7

Red Balloon: Celebrity Grammar Cops Language school students teach English to celebrities through Twitter

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 8

South & Central America includes six out of the top 10 countries where consumers say they are more willing to buy products and services from companies that support education (Colombia: 90%, Brazil & Venezuela: 88%, Peru: 87%, Chile 83%).- Nielsen, September 2013

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 9

CNALanguage school offers online English course via supermarkets

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 10

CIVICSUMERS People-powered change: one city at a time.

2

In 2014, urban consumers will agitate for and look to effect change. Fueling this trend in 2014? Social media. Far from being a trivial distraction, the region’s frustrated CITYSUMERS will turn to social media to accelerate their demands.

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 11

Benefeitoria: Rio+Crowdsourcing platform implements ideas for urban improvement

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 12

Post Fumaça Preta Citizen-created app allows users to denounce polluting vehicles

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 13

MVS Television: ‘Los Supercivicos’ TV comedy confronts bad urban practices in Mexico City

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 14

Imagina na Copa: Coque (R)Existe Media education empowers Recife residents to fight exploitation

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 15

100 en 1 día: Santiago 100+ citizen initiatives enacted in 1 day to enhance life in Chilean capital

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 16

89% of Brazilians use social media to engage with companies around their cSr initiatives.- Cone, July 2013

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 17

Antofagasta: Malon UrbanoEvent brings Chilean residents together to discuss urban issues

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 18

BITTER TRUTHS Why consumers will welcome facing reality. However ugly.

3

In 2014, increasing transparency brings awareness of social issues to ever more consumers. One result? More consumers will look to brands to move beyond gentle, soft (read: avoidable and weak) campaigns and launch unexpected, jarring, risky initiatives that grab their attention and (better yet) demand action.

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 19

Teto: InvisigramCelebrities donate Instagram accounts to highlight poverty in Brazil

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 20

BRMalls & Social Solidarity Fund ‘The Empty Shop’

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 21

82% of consumers in Latin America believe that companies should be involved in improving people’s well-being and quality of life, yet only 46% think brands work hard to do so.- Havas, July 2013

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 22

DomundSupermarket shoppers confront food poverty in Peru

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 23

PROTECTIVE TECH Why in 2014, brands should protect and serve.

4

With safety and personal risk – both online and offline – remaining a core concern for many consumers, brands looking for a focus for their technology innovation in 2014 should start by targeting threats to personal safety, in whatever form.

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 24

Assegurar Te Consultoria‘Panic Button’ for Argentinean women at risk of domestic violence

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 25

70% in South & Central America agree that the world is ‘increasingly hostile and uncertain’, versus 66% globally; including 83% in Argentina and 74% in Mexico.- Futures Company, November 2012

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 26

Mexico Police Department: PF MóvilApp connects Mexicans directly with local road safety authorities

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 27

Alerta Hogar Mujer App against domestic violence

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 28

La Polar Pay with your fingerprint

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 29

Banco do BrasilPiloting biometric ATMs

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 30

LIFE: ON DEMAND 2014: year of the time savior

5

One result of the maturing South & Central American consumer arenas? In 2014, convenience will be front and center as busy urban consumers increasingly expect LIFE: ON DEMAND. Think products and services in hyper-convenient formats, instantly accessible, easy-to-navigate channels, and most of all a relentless sense of control and achievement.

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 31

SkipoApp waits for users on customer service calls

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 32

The number of convenience stores in Mexico increased 56% in the five years to 2012, to 12,720 units.- Euromonitor, May 2013

56%

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 33

TidyGym kit rental service in Mexico

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 34

ReservagasReserve shopping mall parking space in advance

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 35

LimelockerDrop off dirty clothes in a locker

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 36

Pão To Go Brazilian bakery opens drive-through stores

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 37

THIS IS jUST A SHORT ExTRACT. READ THE FULL TREND BULLETIN (FOR FREE!) www.trendwatching.com/southcentralamerica/trends/5trends2014/

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014www.trendwatching.com/southcentralamerica 38

1. Our 2014 Premium ServiceOur free South & central America bulletins 2.

Subscribe to our South & Central America Bulletins here.

SUbScrIbe me »

MORE...

If you have any comments, suggestions or questions then please do let us know. Just email:

Nathalia SoutoSenior Client Services Managernathalia@trendwatching.com

About uSEstablished in 2002, trendwatching.com is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts

many of the world’s leading brands as clients, while our free monthly Trend Briefings go out to over 225,000 subscribers in 180 countries.

More at www.trendwatching.com

Should you be one of our 1,200+ Premium clients?

NEXT...enjoyed this Trend bulletin? Want more?

See how Premium will benefit you