trendwatching.com's 5 crucial south & central american consumer trends for 2014

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.

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

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STATUS SMARTS Smart is the new status symbol.

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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

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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

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

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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

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CNALanguage school offers online English course via supermarkets

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

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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.

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Benefeitoria: Rio+Crowdsourcing platform implements ideas for urban improvement

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

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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

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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

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

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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.

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Teto: InvisigramCelebrities donate Instagram accounts to highlight poverty in Brazil

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BRMalls & Social Solidarity Fund ‘The Empty Shop’

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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

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DomundSupermarket shoppers confront food poverty in Peru

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

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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

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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

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

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Alerta Hogar Mujer App against domestic violence

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La Polar Pay with your fingerprint

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

Banco do BrasilPiloting biometric ATMs

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LIFE: ON DEMAND 2014: year of the time savior

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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.

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SkipoApp waits for users on customer service calls

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

56%

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TidyGym kit rental service in Mexico

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ReservagasReserve shopping mall parking space in advance

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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

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Nathalia SoutoSenior Client Services Managernathalia@trendwatching.com

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