Former music journalist, James Poletti, now head of digital strategy at top experiential agency RPM, plus RPM's head of strategy John Viccars, will talk through the trends shaping today's and tomorrow's urban consumer. They'll share how big brands are tapping into trend-setting urban tribes and communicating with them in their language to create compelling campaigns that become part of something more - delivering not just results but a creative and culturally significant legacy. Read more at http://advertisingweek.eu/calendar/#oJs3cOsvJogwMFKu.99

1. URBANITE
EMOTIONS

2. Behavioural Economics Insight
“The decisions and actions we make
are more emotive than we think”
System 1
(Non-rational brain)
95%
System 2
(Rational brain)
5%
Daniel Kahneman

3. TRENDS

4. Real Connections
Our time feels increasingly limited so
we want to spend it wisely

5. Under increasingly busy working conditions people have to build a life in the
evenings and on weekends – contributing to a lifestyle in which relaxed informal
moments are valued more than ever before. People want to take advantage of
their scarce free time, and ensure it is spent wisely.
Real Connections

6. Me, Me, Me
We want others to do things for us, and expect
high standards of service & convenience

7. People are behaving like the CEOs of their own lives, demanding everything to be
delivered as and when they want it. This hunger for tailored, personalised
communications and flexibility in the consumption of information has created a
new set of standards for consumer engagement.
Me, Me, Me

8. Our Data, Our Way
Who sees my content and how they use
it matters

9. In the Big Data debate, it’s clear people want to be in control of their content in a way that suits them.
It is important to understand the value exchange when dealing with your customer’s data and earn
trust by providing data solutions of genuine value.
Our Data, Our Way

10. Disconnecting
Hyper-connectivity is affecting human
relationships and attention

11. Despite the availability of everything-all-the-time in our hyper-connected world, we just can’t consume
it all. The expression ‘digital vacation’ is entering the lexicon for a generation who recognise that hyper-
connectivity is affecting the quality of human interactions, eroding attention spans, swallowing time –
even disrupting sleep.
Disconnecting

12. Real. Not Big
We want crafted products with ‘real’
stories

13. Greater value is being placed on the real, local & crafted in direct rejection of global, mass produced
and heavily marketed goods. The result? Knowledge and storytelling are becoming vitally important for
brands to create meaningful connections with their customers.
Real. Not Big

14. Holism
We are increasingly worried about our
health & wellbeing

15. The appeal of a longer, healthier life has never been more pronounced. As
consumers are increasingly aware that what they do and consume affects them
both mentally and physically, it is becoming more and more important for brands
to associate themselves with a healthy and ethical lifestyle.
Holism

16. Heightened Luxury Desire
We all want to feel like a one-percenter,
even just for a moment

17. The luxury market continues to demonstrate that it is recession proof, as
consumer desire for special luxury products and services endures. The rich to poor
gap continues to grow. As the luxury market continues to embrace accessibility we
will see more innovation in the core principles of luxury.
Heightened Luxury Desire

18. Truly Connected Digital
We want mobile to connect us to the
world around us, not distract us from it

19. Human integration with digital technology has become ever more ingrained in daily life. The next step
is multi-screen contextual interaction in which physical worlds are enhanced through digital content.
For retailers, this means the purchase cycle is resolutely ‘always-on’.
Truly Connected Digital

20. Humanised Brands
We don’t trust people that have no flaws

21. Humans ultimately communicate to connect with one another. But communication uncomplicated; in
fact we don’t always trust people who appear perfect. Brands are trying more than ever to behave like
‘real people’, often with shortcomings worn on their sleeves
Humanised Brands

22. Gen Z Can Do
We have overly optimistic ambitions vs. the
realities of the ‘real world’

23. Whilst Gen Y were raised with a sense of optimism and told their future presented
limitless (often unachievable) opportunities, for Gen Z born into a recession the
gap between possibility and practicality has closed. Modern skills and technology
allows consumers to put themselves at the heart of their own consumption,
forcing brands to deliver their promise of being consumer-centric.
Gen Z Can Do

24. “the majority of people
would not care if 73% of
brands ceased to exist”
Meaningful Minds 2014
Consider this…

25. People trust people who do what they say
and we believe the same is true when it comes to building brands
Brand Behaviour

26. Summary & Questions

27. Stay in touch
JohnViccars
Head of Strategy
john.viccars@rpmltd.com
James Poletti
Head of Digital Strategy
james.poletti@rpmltd.com
Follow us on
twitter @rpmltd
for links to our
presentation
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