trend report 2011
DESCRIPTION
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.comTRANSCRIPT
![Page 1: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/1.jpg)
![Page 2: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/2.jpg)
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.
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.
![Page 3: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/3.jpg)
CAUTIOUS CONSUMER
THE
ECO INDIE
ALTRUI TAINMENT
CONTENT CURATORS
WOMEN POWER
![Page 4: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/4.jpg)
THE CAUTIOUS
CONSUMER
![Page 5: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/5.jpg)
THE CAUTIOUS
CONSUMER
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.""
![Page 6: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/6.jpg)
American Express, Consumer
Spending Future 2010!!
“More than half (58%) of Americans are more cautious as consumers than they were a year ago,
with only 10% being more
spontaneous”!
![Page 7: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/7.jpg)
Calculator rental service for school and college students.!
Renac
![Page 8: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/8.jpg)
A supermarket in England doesn´t need to hire employees, local people work in it to get discounts.
People’s Supermarket
![Page 9: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/9.jpg)
This app compares millions of prices just by taking a picture of the products with a cellphone.
Amazon app
![Page 10: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/10.jpg)
Shopalerts Location-based mobile marketing that drives customers to retail locations when they have good deals.
![Page 11: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/11.jpg)
More than ever people will look for an added value on each product they buy. "
![Page 12: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/12.jpg)
Staydrenched The bending machine invites people to play a game instead of paying with money.
![Page 13: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/13.jpg)
Bye Forever A popsicle teaches kids the effect of global warming on polar species as they eat it.
![Page 14: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/14.jpg)
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.
![Page 15: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/15.jpg)
47% Decreased outdoor
entertainment.!49% Less clothing purchased.!
49% Saved in gas and electricity.!40% Decreased the technology
updates.!39% Bought less food to go. !
Nielsen Global Consumer Confidence
Report 2009.!!
![Page 16: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/16.jpg)
Mexicans start to worry more about the future."
![Page 17: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/17.jpg)
Mexicans spent !US$2.5 less at the supermarket but invested more in life insurance services. !!
Latin American Consumer Overview 2010 !
![Page 18: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/18.jpg)
Urbi Construction firm is building sustainable houses that get free electricity.
![Page 19: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/19.jpg)
As they start to worry more about the fu tu re , t hey have d i scove red innovative ways to find bargains and buy cheaper online."
![Page 20: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/20.jpg)
A supermarket encourages people to recycle plastic bottles and in return they will receive electronic money.
Recycle money
![Page 21: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/21.jpg)
Costco helps people quantify the amount of bottles needed to throw a big party.
Party tips
![Page 23: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/23.jpg)
WHATʼS IN IT FOR BRANDS?
Recession forced brands to be more affordable for consumers through price. And so were forged new, dynamic, well-informed consumers that demand a d d i t i o n a l v a l u e , a n improved experience and a long-term reward.
![Page 24: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/24.jpg)
ALTRUITAINMENT
![Page 25: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/25.jpg)
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.
![Page 26: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/26.jpg)
Crop Mob A new kind of Flash Mob. People get together to make harvesting something fun.
![Page 27: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/27.jpg)
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.
![Page 28: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/28.jpg)
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.
![Page 29: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/29.jpg)
Green deals Group buying platform for green products.
![Page 30: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/30.jpg)
Mexican initiatives also found a way to engage citizens by making the donation experience into a recreational activity or by receiving something in exchange.
![Page 31: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/31.jpg)
Auction via Twitter Agencia Roja raised funds for the hurricane victims in Veracruz, through an auction on Twitter.
![Page 32: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/32.jpg)
Hair donation Hair collection center in Cancún for the oil spill cleanup.
![Page 33: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/33.jpg)
Reforestation field trips A Mexican civil partnership invites youth to plant trees in the country side.
![Page 34: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/34.jpg)
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.
![Page 35: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/35.jpg)
EcoTweet For every tweet sent through this platform, carbon footprint is reduced.
![Page 37: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/37.jpg)
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?
![Page 38: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/38.jpg)
250
CONTENT CURATORS
![Page 39: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/39.jpg)
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.
![Page 40: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/40.jpg)
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.
![Page 41: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/41.jpg)
250 Flipboard Personalized, social magazine for iPad. It allows users to choose the content they want to read.
![Page 42: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/42.jpg)
250 Cadmus Real-time service that manages Twitter stream according to the user’s preferences.
![Page 43: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/43.jpg)
250 This trend also concerns location applications. More narrowly focused versions according to the target’s preferences will be the new platforms.
![Page 44: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/44.jpg)
250 Foodspotting Location app to find restaurants where the user’s favorite dish is served.
![Page 45: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/45.jpg)
250 Sit or Squat App to locate restrooms anywhere in the world.
![Page 46: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/46.jpg)
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.
![Page 47: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/47.jpg)
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.
![Page 48: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/48.jpg)
250 Facebook wall posts
Messages urging people to turn off Facebook Places.
![Page 50: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/50.jpg)
250 WHAT’S IN IT 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.
![Page 51: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/51.jpg)
ECO INDIE
![Page 52: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/52.jpg)
ECO INDIE
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.
![Page 53: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/53.jpg)
Journal of Marketing, 2010
While 40% of consumers say they are willing to purchase green products, only 4% of consumers actually do when given the choice.
![Page 54: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/54.jpg)
Sol Cinema A small movie theater that works with solar energy.
![Page 55: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/55.jpg)
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.
![Page 56: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/56.jpg)
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.
![Page 57: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/57.jpg)
Urban planters Agriculture in small and abandoned places.
![Page 58: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/58.jpg)
Urban Island A non-profit organization installs rainwater harvesting systems.
![Page 59: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/59.jpg)
Xmas tree for rent Siempre Verde rents Christmas trees for the holiday season.
![Page 60: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/60.jpg)
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.
![Page 61: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/61.jpg)
WOMAN POWER
![Page 62: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/62.jpg)
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.
![Page 63: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/63.jpg)
Wom
en p
artic
ipat
ing
in a
reas
once
dom
inat
ed b
y m
en.
![Page 64: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/64.jpg)
Wom
en p
artic
ipat
ing
in a
reas
once
dom
inat
ed b
y m
en.
![Page 65: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/65.jpg)
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.
![Page 66: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/66.jpg)
Sec
ond
Mus
eum
in L
atin
A
mer
ica.
Ope
ning
: Mar
ch 2
010.
![Page 67: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/67.jpg)
Taxi
s by
wom
en fo
r w
omen
.
Bea
uty
Kit
incl
uded
![Page 68: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/68.jpg)
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, product innovat ion and retai l e x p e r i e n c e s , w o m e n e x p e c t marketing execs understand must change from now on.
![Page 69: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/69.jpg)
WHAT TO DO WITH ALL THIS INFORMATION?
![Page 70: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/70.jpg)
ANTICIPATE
ACTIVATE &
![Page 71: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/71.jpg)
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?
![Page 72: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/72.jpg)
WE CAN HELP YOU
![Page 73: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/73.jpg)
L-1452.com/
@L1452
www.youtube.com/user/L1452videos
www.facebook.com/L1452
piensa antes de imprimir México DF
![Page 74: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/74.jpg)
Sources
Mintel PSFK Marian Salzman The Economist Trendwatching Mashable
CNNexpansión Comscore Alto Nivel Merca 2.0 Expansión Reforma
Synovate Brand Strategy Insider Trendhunter Newsweek JWT IAB
INEGI Milenio Amex Report Nielsen BANXICO
![Page 75: Trend Report 2011](https://reader030.vdocuments.us/reader030/viewer/2022020101/5578a59bd8b42a4d4b8b461f/html5/thumbnails/75.jpg)
Images by
Courtney Carmody Felix E. Guerrero Meddygarnet jurvetson ElliottBrooks FryerWesley bestbib&tucker
SansPoint Milena mihaylova Horia Varlan Muffet thejourney1972 Jimmy_Joe dark_side_of_the_fall