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.

CAUTIOUS  CONSUMER  

THE  

ECO  INDIE  

ALTRUI  TAINMENT  

CONTENT  CURATORS  

WOMEN  POWER  

THE CAUTIOUS

CONSUMER

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.""

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”!

Calculator rental service for school and college students.!

Renac

A supermarket in England doesn´t need to hire employees, local people work in it to get discounts.

People’s Supermarket

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

Amazon app

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

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

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

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

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.

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.!!

Mexicans start to worry more about the future."

Mexicans spent !US$2.5 less at the supermarket but invested more in life insurance services. !!

Latin American Consumer Overview 2010 !

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

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."

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

Recycle money

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

Party tips

Trust in e commerce seems to rise. " "

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.

ALTRUITAINMENT

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.  

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

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.

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.

Green deals Group buying platform for green products.

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

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

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

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

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.

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

What´s on people´s mind?

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?

250  

CONTENT CURATORS

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.

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.

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

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

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

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

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

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.

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.

250  Facebook wall posts

Messages urging people to turn off Facebook Places.

250  What´s on people´s mind?

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.

ECO INDIE

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.

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.

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

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.

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.

Urban planters Agriculture in small and abandoned places.

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

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

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.

WOMAN POWER

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.

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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.

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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.

WHAT TO DO WITH ALL THIS INFORMATION?

ANTICIPATE

ACTIVATE &

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?

WE CAN HELP YOU

L-1452.com/

contacto@L-1452.com

@L1452

www.youtube.com/user/L1452videos

www.facebook.com/L1452

piensa antes de imprimir México DF

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

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