TrendWatching webinar – GLOBAL BRAIN

PREMIUM BONUS CONTENT · MAY 2016 | GLOBAL BRAIN: PPT EDITION
M A Y 2 0 1 6
T R E N D W E B I N A R
GLOBAL
BRAIN
Five trends that prove the
power of (G)LOCAL
innovation!

David Mattin
Global Head of Trends & Insights
London

Empowering you to get from Insights to Ideas!

Trends cross
borders more
rapidly than
ever before.

No new product,
experience or
business model
can be fenced
into one locale
for long.

It’s more than just a race…

Adapt, Apply and
WIN!
Global trend x local context
= (G)LOCAL innovation.

1. SYMPATHETIC PRICING
2. ALL ON MESSAGING
3. NEW NORMAL
4. MULTITASK MADNESS
5. OPEN ARMS
It's time to gobble
up some GLOBAL
BRAIN FOOD!

Ready to be a
master of local
adaptation?

SYMPATHETIC PRICING
From South America with love (and sympathy ;)
T R E N D 1 / 5

GLOBAL TREND BRIEFING · APRIL 2016 | THE FUTURE OF BETTERMENT: PPT EDITION

Brands that TRULY care…

S Y M P A T H E T I C P R I C I N G :
Targeted discounts
that address
a personal or shared
challenge.

A cluster of South American examples
brought the SYMPATHETIC PRICING
trend to our attention
SYMPATHETIC PRICING
PlayeArte, BGH
and Opticolor –
South America

Restaurant uses SYMPATHETIC
PRICING to reward Arab and
Israeli diners
SYMPATHETIC PRICING
Humus Bar – Israel

SYMPATHETIC PRICING in response
to the White House's call for better
access to diapers
SYMPATHETIC PRICING
Jet and Cuties – US

SYMPATHETIC PRICING for those
traveling to help with refugee crisis
SYMPATHETIC PRICING
Sunweb and
Transavia –
Netherlands

ALL ON MESSAGING
A smartphone-fueled message from Asian
consumers to the world.
T R E N D 2 / 5

6/10 WORLD’S MOST USED APPS ARE
MESSAGING APPS (Quettra Analytics, Q1 2015)
MESSAGING APPS!

A L L O N M E S S A G I N G :
Messaging apps
become feature-
packed remote
controls for daily life.

The monthly active users for Facebook Messenger is
900 million; for WeChat: 700 million; for
WhatsApp: 1 billion, and for QQ: 860 million.
F A C E B O O K , A P R I L 2 0 1 6 / Q U E S T M O B I L E , A P R I L
2 0 1 6 / W H A T S A P P ,
F E B R U A R Y 2 0 1 6 / T E N C E N T , N O V E M B E R 2 0 1 5

The Chinese messaging app integrates
services from takeout to taxis
ALL ON MESSAGING
WeChat - China
and more

ALL ON MESSAGING offers Japanese
fashion-lovers front row access to
runway show
ALL ON MESSAGING
LINE and Burberry
– Japan

Travel agency runs its entire research
and booking process in a messaging app
ALL ON MESSAGING
Pockettour –
Ukraine

Students take classes via WhatsApp
ALL ON MESSAGING
ChatClass – Nigeria

WHOOPS… BUT THINK EXPETATIONS!

Global messaging app culture fuels
the rise of chatbots
ALL ON MESSAGING
Facebook, Telegram
and Kik – worldwide

NEW NORMAL
Times change – so should brands.
T R E N D 3 / 5

N E W N O R M A L :
Consumers look
to brands to
celebrate and
empower diversity.

Retailer doubles-down on support of
same-sex families in the face of protests
NEW NORMAL
JCPenney – US

Coming-out commercial highlights
gay rights at crucial time
NEW NORMAL
McDonald's – Taiwan

Detergent brand's campaign addresses
unequal gender roles in the home
NEW NORMAL
Ariel – India

Fashion retailer embraces more fluid
view of gender
NEW NORMAL
Zara – international

Office that would create 400 jobs
cancelled in protest of discriminatory law
NEW NORMAL
PayPal – US

MULTITASK MADNESS
From emerging market necessity to developed
market decadence...
T R E N D 4 / 5

THE MOTHER OF INVENTION…

M U L T I T A S K M A D N E S S :
Everyday objects
embedded with
innovative new
functions.

Beer case can be burnt to repel
mosquitoes and reduce the spread
of malaria
MULTITASK MADNESS
SP Brewery – Papa
New Guinea

MULTITASK bus tickets promote
positive hand-washing habits
MULTITASK MADNESS
Asiri Group of
Hospitals – Sri Lanka

Some of Kickstarter's most popular
projects tap into MULTITASK MADNESS
MULTITASK MADNESS
Coolest Cooler and
BauBaux – US

Jacket turns into screen
MULTITASK MADNESS
Lenovo – France

How can you save lives or
confer status with feature-
packed products?
Your Adaptation?

OPEN ARMS
As many geographical borders become more
porous – this trend is happening EVERYWHERE!
T R E N D 5 / 5

O P E N A R M S :
Consumers look to
brands to help them
welcome new
arrivals.

Platform matches refugees in Europe
with people willing to share their homes
OPEN ARMS
Refugees Welcome
– Germany

Record store hosts welcome dinners
for refugees
OPEN ARMS
Fatiado Discos –
Brazil

Cosmetics brand tackles resistance to
refugees with multiple intiatives
OPEN ARMS
Lush – US & Canada

THE BIGGER PICTURE
These trends will keep traveling – and we'll
keep tracking them via our Trend Framework.

16 mega-trends that provide
context and structure when
tracking the evolution of
consumerism.
The Trend
Framework

C O N C L U S I O N
You're primed to
adapt trends around
local context.
But remember, other kinds of
adaptation are possible, too!

C O N C L U S I O N
Check out our
Regional Trend
Briefings
Because the next trend to
reconfigure the expectations of
your customers could come from
ANYWHERE.

Join 1,200 brands (from eBay to Estée ;)
Email sofie@trendwatching.com for a free
trial!

trendwatching.com/live

GET GOING!

TrendWatching webinar – GLOBAL BRAIN

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