This Trend report is the result of our Vigilantes work that constantly monitor the consumer behavior and product innovations to post it everyday on our magazine: L-1452.com

2. In L1452 we
are dedicated to inspire
new product ideas,
services and any
experience that ignites
the enthusiasm of
consumers.
We provide inspiration
for innovation.
This Trend report is the result of our Vigilantes work that constantly monitor the consumer behavior and product
innovations to post it everyday on our magazine: L-1452.com
As a Mexican company, this document also reviews the implications for our market.
We expect this Trend analysis serve as a guide for Beam Global Spirits & Wine to anticipate your consumers’
decisions.

3. THE
CAUTIOUS
CONSUMER
ECO
INDIE
ALTRUI
TAINMENT
WOMEN
CONTENT
POWER
CURATORS

4. THE
CAUTIOUS
CONSUMER

5. In 2010, consumer confidence levels
increased on a global scale. However
the lesson has been learned: economic
instability can damage householdʼs
harmony."
Consumers will continue protecting their
economy and their health."
"
THE
CAUTIOUS
CONSUMER

6. (58%) of
“ More than half
ore
Americans are m
nsumers
cautious as co
year ago,
th an they were a
eing more
with only 10% b
spontaneous”!
s, Consumer
American Expres
2010!
Spending Future
!

7. Renac
Calculator rental service for school
and college students.!

8. People’s Supermarket
A supermarket in England doesn´t
need to hire employees, local
people work in it to get discounts.

9. Amazon app
This app compares millions of
prices just by taking a picture of the
products with a cellphone.

10. Shopalerts
Location-based mobile marketing that
drives customers to retail locations
when they have good deals.

11. More than ever people will
look for an added value on
each product they buy. "

12. Staydrenched
The bending machine invites
people to play a game instead of
paying with money.

13. Bye Forever
A popsicle teaches kids the effect
of global warming on polar species
as they eat it.

14. Even though Mexicans have a perception of living in constant
economic instability, high employment rates emerged as a
major effect of the last world recession that changed the way
that Mexicans plan their expenses.

15. door
47% Decreased out
entertainment.! ased.!
49% Less clothing purch
s and
49% Saved in ga
electricity.! nology
40% Decr eased the tech
updates.! o go. !
39% Boug ht less food t
ce
nsumer Confiden
N ielsen Global Co
Report 2009.!
!

16. Mexicans start to worry more about the future."

17. !
M exicans spent
US$ 2.5 less at the
t
s upermarket bu
invest ed more in life
insuran ce services. !
!
rview 2010!
Latin Americ an Consumer Ove

18. Urbi
Construction firm is building sustainable
houses that get free electricity.

19. As they start to worry more about the
future, they have discovered
innovative ways to find bargains and
buy cheaper online."

20. Recycle money
A supermarket encourages people
to recycle plastic bottles and in
return they will receive electronic
money.

21. Party tips
Costco helps people quantify
the amount of bottles needed
to throw a big party.

22. Trust in e commerce seems to rise. "
"

23. WHATʼS IN IT FOR Recession forced brands
to be more affordable for
consumers through price.
BRANDS? And so were forged new,
dynamic, well-informed
consumers that demand
additional value, an
improved experience and a
long-term reward.

24. ALTRUITAINMENT

25. ALTRUITAINMENT
Generosity is not a new trend. During the last few years, Corporate Social
Responsibility evolved to charity programs coordinated by real people concerned
about their community.
These days people have multiple causes to choose from and need to decide which
one to support. That’s the reason why now charity movements involve a whole
engaging experience that encourage people to join the cause, sometimes, just for
fun.

26. Crop Mob
A new kind of Flash Mob.
People get together to make
harvesting something fun.

27. 10:10:10
A group of people created a global day to stop the climate
change. Every action had to be related with number 10. For
example a cafeteria gave 10p to the clients that brought their
own cup instead of getting a paper cup.

28. Footwear collection “Gulf
Coast Cleanup”
Bedstu is helping people to make a
strong statement against the oil spill
wearing the shoes. 100% of the sales
will be donated to the cause.

29. Green deals
Group buying platform
for green products.

30. Mexican initiatives also found a way to engage citizens by making the
donation experience into a recreational activity or by receiving something in
exchange.

31. Auction via Twitter
Agencia Roja raised funds for the
hurricane victims in Veracruz,
through an auction on Twitter.

32. Hair donation
Hair collection center in Cancún for
the oil spill cleanup.

33. Reforestation field trips
A Mexican civil partnership invites
youth to plant trees in the country
side.

34. Treepet
A social game for Facebook
designed in Puebla, invites the
user to grow a tree in the virtual
world and in real life as well.

35. EcoTweet
For every tweet sent through this
platform, carbon footprint is
reduced.

36. What´s on people´s mind?

37. Generosity is not only a responsibility that brands have attained, but also
an opportunity to make consumers participate in a more proactive way.
Keep in mind the more creative the way to donate, the higher the
participation rate.
WHAT’S IN IT FOR BRANDS?

38. 250
CONTENT CURATORS

39. 250
Months of information overload has
generated anxiety as people try to cope
with reading and replying to the deluge of
incoming messages to their devices.

40. 250
The time has come to unsubscribe, block and
unfollow in order to declutter your screen. People
will develop the ability to curate the information they
want to receive and expect applications that help
them achieve it.

41. Flipboard
250
Personalized, social magazine for
iPad. It allows users to choose the
content they want to read.

42. Cadmus
250
Real-time service that manages
Twitter stream according to the
user’s preferences.

43. 250
This trend also concerns location applications.
More narrowly focused versions according to
the target’s preferences will be the new
platforms.

44. Foodspotting
250
Location app to find restaurants
where the user’s favorite dish is
served.

45. Sit or Squat
250
App to locate restrooms
anywhere in the world.

46. 250
In Mexico social media adoption exploded un 2010.
Facebook penetration grew 145% while Twitter
935%. In 2011 these numbers will continue growing
at a rapid pace.

47. 250
As far as location applications concerns, Mexicans
will slowly trust in them and lose the fear of being
tracked down due to insecurity issues.

48. Facebook wall posts
250
Messages urging people to
turn off Facebook Places.

49. What´s on people´s mind?
250

50. WHAT’S IN IT
250
FOR BRANDS?
Just as brands have transferred the
power of content generation to its
consumers, now they also have to
give them the power to choose what
kind of information they want to read
and reply to.

51. ECO INDIE

52. Imminent climate change keeps green
innovation efforts alive. Environmental
conscience is more than a trend, it is a new
era of corporate and human behavior."
Each month new products and services will
deliver solutions to responsible shoppers
and try to turn purchase intentions into a
purchase decisions.
ECO INDIE

53. While 40% of
consumers say they
are willing to
purchase
green products, only
4% of consumers
actually
do when given the
choice.
Journal of Marketing,
2010

54. Sol Cinema
A small movie theater that works
with solar energy.

55. Responsible driver app
Toyota launched an app that teaches people to
drive cautiously. It simulates a glass of water
placed over the dashboard and the user must
be careful not to spill it over.

56. In Mexico, independent movements are
shaping a green subtrend.
Urban agriculture and water supply systems
designed by citizens are now considered
reliable solutions to address serious community
problems.

57. Urban planters
Agriculture in small and
abandoned places.

58. Urban Island
A non-profit organization installs
rainwater harvesting systems.

59. Xmas tree for rent
Siempre Verde rents Christmas trees
for the holiday season.

60. WHAT’S IN IT FOR
BRANDS?
Go beyond product innovation. The
ideas are out there. People are
waiting for support and a platform to
leverage their projects.

61. WOMAN POWER

62. The global recession made clear women are a new emerging
and powerful market. Its growth represents more tan twice the
size of India and China combined.
They are in charge of drive the post-recession economy due to
their trend to spend on on health, education and children’s
well-being.

63. Wom
e
once n partic
dom ip
inate ating in a
d by r
men eas
.

64. Wom
e
once n partic
dom ip
inate ating in a
d by r
men eas
.

65. In Mexico the participation of women on the
labor force is just 38%. However, territories
traditionally owned by men will be shared
with women now that their abilities are
already being recognized and noticed.

66. Seco
n
Amer d Museum
ica.
in La
Open tin
ing: M
arch
2010
.

67. Taxis
b
Beau y women
ty Kit f
includ or women
ed
.

68. WHAT’S IN IT
FOR
BRANDS?
This trend deals with an emerging
target segment. It means the effects
on this are not immediate. The need
to address this segment will be
clearer year after year.
It is the way brands talk to them,
p ro d u c t i n n o v a t i o n a n d re t a i l
experiences, women expect
marketing execs understand must
change from now on.

69. WHAT TO DO WITH ALL
THIS INFORMATION?

70. ANTICIPATE
&
ACTIVATE

71. ASK YOURSELF:
Do any of these trends have an impact on any of the
projects the brand has for the following months?
Do they inspire a new project?

72. WE CAN
HELP YOU

73. contacto@L-1452.com
L-1452.com/
@L1452
www.facebook.com/L1452
www.youtube.com/user/L1452videos
México DF
piensa antes de imprimir

74. Sources
Mintel
Synovate
CNNexpansión
INEGI
PSFK
Brand Strategy Insider
Comscore
Milenio
Marian Salzman
Trendhunter
Alto Nivel
Amex Report
The Economist
Newsweek
Merca 2.0
Nielsen
Trendwatching
JWT
Expansión
BANXICO
Mashable
IAB
Reforma

75. Images by
Courtney Carmody
SansPoint
Felix E. Guerrero
Milena mihaylova
Meddygarnet
Horia Varlan
jurvetson
Muffet
ElliottBrooks
thejourney1972
FryerWesley
Jimmy_Joe
bestbib&tucker
dark_side_of_the_fall