trendwatching.com's South & Central America Trend Report SAMPLE
Post on 29-Mar-2016
DESCRIPTIONThe brand new South & Central America report is a stand-alone report packed with the must-know local consumer trends, insights, and examples for and from the region, as well as tips on how to apply them profitably. Remember, this is just a sample ;-) For more information on the full report, visit our website!
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This PDF is just a very small sample of our South & Central America Trend Report.
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SAMPLESOUTH & CENTRAL AMERICA TREND REPORT
Released 28 March 2013, available to pre-order NOW!
Remember: this sample contains short extracts from just three featured themes, there are 10 themes and 40+ trends in the 100+ page report!
URBANISMOTime to dive in and make your mark.
SCAs cities are a heady mix of energy, chaos and possibility. Home to the vast majority of the areas population, the health of the urban fabric will determine the regions future. The good news: governments, business and individuals are increasingly coming together in order to harness urban creativity and energy, integrate low income, second tier and suburban communities, create habitable and thriving urban environments and accelerate social development.
Driving THiS THeme:
// Urban fabricThe number of cities in the region with over 1 million inhabitants has increased from 8 in 1950 to 56 in 2010, and one out of every three people now live in one of those cities (CePAL, August 2012). indeed, SCA is more urbanized than any other region in the developing world with 80% of its population living in cities, comparable to europe and north America. This is forecast to rise to nearly 90% by 2050 (Un & Credit Suisse, January 2012).
// boom towns Cities are the engine of economic development. The largest 40 cities in SCA contribute over 30% of the regions gDP, with nearly half of that coming from just four (Buenos Aires, mexico City, rio de Janeiro and So Paulo). even beyond these mega-cities, urban centers drive national economies: Panama City with 39% of the countrys population contributes 61% of its gDP; Lima represents 29% of Perus population but 52% of its gDP (Un, August 2012).
// YoUthfUl popUlations SCAs urban centers will experience a demographic boost in the coming years, with 50 million people set to enter the labor force by 2025 more than the current working-age population of France (mcKinsey, August 2011).
// Urban issUesThe regions cities are filled with opportunities, which is why they continue to suck in people on a daily basis. However, urban life in SCA isnt always easy: pollution, mobility, bureaucracy and violence continue to plague many cities.
// empowermentWhether as a result of greater wealth, new technologies, or greater political inclusion, many SCA consumers feel more able to contribute and shape their futures than previously.
// Digital social creativitYSocial networks offer new ways to connect with people around shared interestsand goals. Indeed, Ericsson found that this was the third most important reason for using social networks (after both updating and being updated on friends and families lives). (Ericsson, May 2012)
// platformsWeb platforms can unlock new or more efficient forms of collaboration around local issues (see how UrbanKIT tapped into the crowdfunding trend here).
// technological solUtionsLearn from SampaP and Urbanismo en Lnea and see how mobile technologies (from basic SMS reporting to smartphone cameras) can enable consumers to participate in efforts to better manage - if not improve - their surroundings.
// branDeD governmentWhile the trend towards bottom-up solutions (often from consumers themselves) will continue, there will also be plenty of opportunities for brands in various sectors to apply some of the ideas in BRANDED GOVERNMENT (see p.10) to fixing urban issues.
PEoPlEPowEREd ChangE: onE CIty at a tIME
Filled with energy and confidence, and tired of waiting for government action, civic-minded consumers in SCA are coming together and engaging in projects to restore the cities they inhabit. By highlighting flaws if not initiating solutions, these CiviCSUmerS are doing what they can to improve urban life.
Preparing cities for the World Cup
Walking tours with shoot-and-shame platform
IMagIna na CoPa
In the run up to the 2014 World Cup, many Brazilians are saying, if you think its bad now, imagine in the Cup! in reference to the unpreparedness of the countrys infrastructure. Imagina na Copa (Imagine in the Cup) was launched in January 2013 to counteract this attitude by sharing 75 stories online of young citizens improving their country in the 75 weeks running up to the tournament. The founders want site visitors and workshop attendees (held in the 12 host cities) to be inspired by the projects already happening, and to instigate social change themselves.
Launched in July 2012, SampaP is a movement that organizes walking tours around the city of So Paulo. The goal is to incentivize citizens to explore So Paulo on foot with free group trips that promote understanding of the culture, history and social wellbeing of the city. The website features a section where participants can post images taken during the tour to denounce sidewalks that need maintenance.
Launched in September 2012, UrbanKIT is a Chilean crowdfunding platform dedicated to urban development projects focused on areas such as the repair of public spaces, the creation of cultural activities, ways to improve mobility, and environmental initiatives. All projects pass through a curation process, in which they are assessed in terms of presentation quality and feasibility. The projects must offer a non-monetary reward to the contributors, fundraising goals have to be USD 500 or higher, and fundraising timelines are between 1 and 60 days.
Crowdfunding urban development
Urbanismo em Lnea is a free mobile app from Colombia that allows citizens to denounce a lack of signage, broken streetlights or sidewalks in poor condition with geotagging. Users can add photos, videos and text about the problem to an online map, and follow updates on whether it is solved. Available for 14 Colombian cities, the platform works like a game. Depending on the number of tags the user makes, and how many people report being affected by that tag, they can earn badges such as handyman, official handyman and master handyman.
Mapping urban flaws becomes an online social game
URbanISMo En lnEa
In May 2012, Danish business school Kaospilot partnered with the city of Bogot and its arts community to organize the event 100en1da. Foreign and local students developed 100 projects to humanize, empower and improve the city. One initiative, Incomplete Works, involved participants ironically inaugurating unfinished infrastructural efforts started by local politicians. The event expanded to other Colombian cities including Pasto, San Salvador, Medellin and Pamplona. In 2013, 100en1da will be conducted in nine other cities around the world.
100 projects to improve Bogot
Based in So Paulo, Joanninha is a Brazilian toy rental business for children aged up to 7 years old. Rental plans (starting at BRL 80 per month) entitle users to a fictitious exchange currency called Joanninhas with which they can rent toys. Each toy has its own diary and families are encouraged to record the stories and places the toy has been, and if a child really likes a toy, parents can buy it from the company. In July 2012, the service began expansion to Rio de Janeiro, Belo Horizonte and Braslia.
// relaXation of state controlThe consumer landscape in SCA has been a tightly controlled and regulated one. High tariffs, limited competition and fixed plans are gradually giving way to increased choice and flexibility.
// maXimizationConsumers are relishing this freedom and now feel more able to satisfy their needs. But as each need is satisfied, the desire to experience more arises ;-)
// moDern lifestYlesWhile cities in SCA are often hectic if not chaotic, busy urbanites now expect to use easily accessible and convenient mobile technologies to better manage their daily lives.
// smart choicesChallenge industry conventions and think about how to make your product or service quicker, cheaper or more accessible, as Toyota Tsusho has done.
// convenienceCreate services that are truly on-demand or tailored to a consumers exact needs, where and when they occur, as GymPass and Libreria Gandhi do.
// lifestYle solUtionsIts not just about your product per se, or the status of ownership, but about what it does for consumers at the moment of use: what (lifestyle) benefit does it offer? What problem does it solve?
// pricingUnlocking FLEX LIVES means thinking hard about your pricing. Pay-per-view/ -use/ -wear/ -anything frees consumers from commitment, while all-inclusive frees consumers from worry.
what IS RIgId wIll FRaCtURE!
nOviSmO-fuelled consumers will look for anything that allows them to experience more, conveniently, with less commitment and at lower cost.
In November 2012, Japanese trading and investment company Toyota Tsusho partnered with celebrity hairstylist and makeup artist Celso Kamura to open the first fast beauty network of salons across Brazil. Focusing on affordable and fast services, the Celso Kamura Express salons offer hairstyling and beauty treatments, priced at around 20% less than comparable local establishments. In order to increase the number of clients, the salon operates via a walk-in service and no appointments are taken.
Fast beauty salons
Short-term toy rental
toyota tSUSho & CElSo KaMURa
7Mi Espacio Siestario was launched in Chile in November 2012 the first short-term sleeping service in the country. The service offers traditional spa facilities, but also has rooms where consumers can take a siesta (power nap) in the middle of the day and recoup their energy before going back to work.
MI ESPaCIo SIEStRIo
Launched in Brazil in June 2012, GymPass offers day passes to different gyms located in So Paulo. Passes cost from USD 7 per day, and consumers can use their pass at any participating gym, including access to all the facilities. In 5 months, the site signed up over 240 gyms and sold over 2,000 day passes.
In November 2012, the Mexican chain of bookstores Libreras Gandhi launched a print on demand service called Libros al minuto (books by the minute). The service uses the Espresso Book Machine printer from Xerox, that can print and bind a book in 5 minutes. Customers can print books that are out of stock, as well as print copies of books they have written themselves.
Book printing, while-you-wait
Hourly car rental comes to SCA
Flexible gym membership
In June 2012, Carrot, one of the few car sharing systems in SCA, was launched in Mexico City. Users can pay a monthly subscription or per hour for using a car; cars cost MXN 60-90 per hour, including gas and insurance. The Carrot Shared Automobile System started with 20 gasoline-powered vehicles, and five electric cars were added to the fleet October 2012. The service will also launch at Quertaro, Puebla and Guadalajara in the first half of 2013.
FLEX LIFENOVISMO //
Mexican restaurant chain Las Alitas launched a promotion to encourage citizens to take part in the July 2012 presidential elections. On the day of the election, patrons who showed their ink-covered thumbs (indicating they voted) were eligible for a portion of chicken wings and a non-alcoholic beverage for free.
Free chicken wings for voting
Vaccination advice and alerts
In September 2012, the Nokia Institute of Technology in Brazil launched Vacinas, a free app that provides a mobile guide on vaccinations for children up to ten years old. Users can create multiple profiles for their children with details like their name, date of birth and gender. The app then alerts the parent to the vaccinations that should be taken, and what age they should be administered (based on information issued by the Brazilian Ministry of Health).
// consUmer conscience57% of Brazilian consumers believe that it is totally acceptable for a business to profit from an innovation that might positively impact society. This compares to only 24% in South Korea, 34% in Singapore and 39% in the UK (Deloitte, January 2013).
// trUst gapSCA consumers trust business significantly more than government. In Mexico, 82% trust business but only 41% trust the government; in Brazil the figures are 64% and 33%; in Argentina 49% and 19% (globally, the gap is less: 59% trust business while 50% trust government) (Edelman, January 2013).
// pUblic-private partnershipWorking with governments (as Nokia do opposite) will often help ensure that schemes are well received by local authorities.
// JUst Do itHowever, for some brands unauthorized guerilla actions (that highlight an unmet need or service deficit) will be a powerful signal to consumers that you get it and are on their side.
// continUeD infrastrUctUre gapThere are endless opportunities to apply this trend: the difference between current levels of infrastructure investment in SCA and what is required is USD 170 billion per year to 2020. (United Nations Economic Commission for Latin America and the Caribbean, Mar 2012)
why bRandS ShoUld PRoVIdE ESSEntIal PUblIC SERVICES too
Consumers know that governments wont be able to solve many of the regions pressing issues (not quickly anyway). Which is why they will look to progressive brands to step up and become effective agents of civic and social transformation: brands that work with and in some cases even replace governments.
8BRIDGING THE GAP
This was just a small sample of what to expect. The full report features 40+ must-know local consumer trends, insights & examples, plus an exclusive dedicated chapter on how to profitably apply them.
Reading the report will surprise and inspire you to come up with a host of product or service innovations or improvements, new business concepts, or inspirational new campaigns.
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If you have any questions, please feel free to contact Paul Backman (firstname.lastname@example.org), our Head of Client Services, who will get back to you straight away. Really.
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