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10 Trends for 2014Dec 13, 2014
THANK YOU
In our second annual forecast of MENA trends for the near future, economic uncertainty, social tension and a hyper-connected progressive Arab are at the center of many of our trends. Our report highlights how in our transitional times, these progressive cohorts are taking on the responsibility of shaping their own futures, leveraging crowd-power and technology as the enablers of self-sustainable lifestyles. We also spotlight how businesses are responding to their pull, in an increasingly assertive consumer landscape.
JWT MENA’s 10 Trends for 2014 report is a result of quantitative, qualitative and desk research conducted by Brand Intelligence MENA throughout the year and specifically for this report. Trends don’t happen in isolation. They tend to intersect and work in tandem with each other, as you’ll see here. Our future trend forecasts in the coming years will be extensions or outgrowths of our current day trends; after all, trends with real significance can’t be assigned to just one calendar year. At the beginning of each trend in the full report, you’ll see a heat map indicating how developed or not the trend particularly is across our six key MENA markets and which demographic it is trending among. At the end of each trend, you’ll see a graphic showing which of our other trends it intersects with. The trends we explore here, which we believe will have significant weight and momentum, indicate shifts that are likely to be with us for a while.
10 TRENDS FOR 2014
ABOUT THISREPORT
3
Subtitle 1. FABULOUSLY FLAWED
In the anti-climax to the Arab Spring with little change having taken place, the once optimistic Millennial is adopting a more realistic and
at times – flawed - reality. A grounded and more pragmatic urge; instead of looking for perfection, they are more trusting of what is
simple, traceable and even imperfectImage credit: vivimagoopresents
DRIVERS MANIFESTATIONS
Millennial Mindset Shifts From Optimism To Realism
Era Of Hyper-transparency
Distrust In Institutions
Predatory Business Practices
Seeking Authenticity
Rise Of The Selfie And Other Faux Personas
1. FABULOUSLY FLAWED
Brands That Depict The Shocking Truth Or Flawed Reality
Brands That Bare It All Out
Build A Culture Of Openness
Refine Through Feedback And Participation
Show Your Human Side With Acts Of Kindness Here And There
Simplify, to bring Clarity and Speed to Decision Making
WHAT IT MEANS FOR BRANDS
5
2. TRUNCATING TABOOS
As social and gender parodies become mainstream in the backlash against extreme conventions, consumers are increasingly coming to appreciate brands that push the boundaries
through honest conversations, more daring innovations, quirky approaches and more risqué experiences – with a more mature approach to acceptance and equality
Image credit: Shutterstock
Intolerance Of Extremism
More Accommodating Regimes
Collaborative Activism And Support
Privacy Control Shifts Away From The Individual
Delayed Adulthood
2. TRUNCATING TABOOS
Brands That Enable A More Mature Conversation
Daring Brands That Push The Boundaries On Sensitive Issues
Brands That Tackle Taboos Head-on
Push The Boundaries – With Caution!
Find Ways To Bring The Like-minded Together
Integrate Niche Attributes Or ‘Etiquette Compliant’ Alternatives
Preserve Heritage And Tradition In Novel Ways
DRIVERS MANIFESTATIONS WHAT IT MEANS FOR BRANDS
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3. CROWD HACKTIVISTSAs consumers become more vigilant, utilizing the wisdom, crowdsourcing ability and
group clout of the internet to work en masse - and even real-time - to find communal solutions to their country’s most pressing social problems and crises, they will come to endorse brands
that step in and become effective agents of civic and social transformation. Brands that use the conscience of the community for the benefit of community
Image credit: Getty Images
Overburdened Or Inefficient Institutions
Rise Of The Collective Conscience
Power Of ‘Yalla’
Online Instancy
3. CROWD HACKTIVISTS
Crowd Sourced Initiatives For Social Transformation
• Citizen Policing• Safety• Education• Tourism• Traffic• Socio-Economic
Development• Controlled Debates• Human Rights• Eradicating Hunger
Communicate Why Rather Than What
Embrace Collaboration With An ‘Ecosystem’ Approach
Spur Real Change
Be Contextually Intelligent
Step In Or Step Up Responsibly
DRIVERS MANIFESTATIONS WHAT IT MEANS FOR BRANDS
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4. HELLO, I’M AN EXPERTIn our overwhelming and hypercompetitive environments, people are increasingly finding one
thing they are passionate about and making it their focus - super-niche interests to achieve expert status in their crowds. As young Arabs continue to seek out, master and celebrate
narrower diversions, they will breathe new life into industries with their ever growing super-niche interest needs
Image credit: Corbis Images
Coping With Stress
Go Niche Or Go Home Mentality
New Career Demands
Clique Collaboration
4. HELLO, I’M AN EXPERT
Same Interest Niche Communities
Stay On Top Of Micro Pop Culture
Provide The Building Blocks For Skill Development
Build Social Fandoms
DRIVERS MANIFESTATIONS WHAT IT MEANS FOR BRANDS
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5. PERFORMATIVE RETAIL
As the new normal becomes a prolonged normal in our hampered region, thrifty consumers are increasingly spending smart as opposed to spending less; wanting more for their buck in the relevant now. As the value-exchange shifts from ‘price tag’ to ‘swag’, consumers will opt for
choices that make their lives appear better or more enjoyable – rather than bigger
Image credit: Getty Images
Prevailing Austerity
Dematerialization
Improvised Consumerism
Looking Like You’ve Lived Is Better Than Not Living At All
New Normal Behaviors
5. PERFORMATIVE RETAIL
Brands That Target Price-conscious Consumers
Brands That Enable Improvised Yet Enjoyable Alternatives
Enable Improvised forms of of otherwise price-heavy leisure activities
Reduce Barriers To Entry
Flexible Pricing Strategies
Empathize With Your Target
Facilitate Social Fame
DRIVERS MANIFESTATIONS WHAT IT MEANS FOR BRANDS
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6. FAUXSTALGIAAs Arabs strive to define themselves in these transformative times, they increasingly fetish all
things retro and crave the commemorative – brand reformations, remakes & sequels and album mash-ups - finding comfort in the pockets of familiarity of a better-defined and more authentic
representation of themselves in the past
Image credit: Pinterest
Transitional Times
Fragmented Arab Identity
Acculturation Of The Region
Tech-driven Lack Of Tangibility
6. FAUXSTALGIA
Brands That Evoke Nostalgia Through Iconic References Or Emblems
Brands That Evoke Remembrance Of Better Times
Bringing back Nostalgia through Arts and Culture
Engage The Social Self
Bring Back The Kid In Us
Recreate Feelings From The Past
Reignite Tradition
Use The Past To Move Forward
DRIVERS MANIFESTATIONS WHAT IT MEANS FOR BRANDS
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7. (PRE)PURCHASED
Image credit: Getty Images
As Arabs increasingly support, be involved with, and fund products and services that interest them pre-launch, crowd funding platforms will transpire as the new retail space, with brands
capitalizing on crowd conception for new and exciting propositions.
Rise Of Pre-development Engagement
Passion-driven Authenticity
Mistrust In Institutions
7. (PRE)PURCHASED
Successfully Crowd Funded Products Or Businesses In MENA
Successfully Funded Creative Projects (Musicians, Films, Series Or Plays) In MENA
Crowd Funded Social Enterprises In MENA
Collaborate to Co-create
Assure A Secure Exchange
Open Up Your Research And Development
DRIVERS MANIFESTATIONS WHAT IT MEANS FOR BRANDS
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8. SAFETY SOLUTIONSWith rising urban violence and crime becoming a growing concern in the region, people will
embrace new products and technologies that help them stay safe and in touch with family and friends anywhere, anytime
Image credit: Getty Images
Unmet Social Needs
Rising Crime Rates
Overriding Lawlessness
Cyber Security Breaches
8. SAFETY SOLUTIONS
Brand Or Civic Solutions To Improve Consumer Safety
Utilize Big Data To Pre-empt Conflict
Make Personal Protection User-friendly
Educate The Masses
Collaborate With The Masses
DRIVERS MANIFESTATIONS WHAT IT MEANS FOR BRANDS
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9. PROLONGING YOUTHPopular perceptions of ageing are changing, with people of all ages taking a more obsessive
approach to staying younger for longer. As everyone seems happy to further this stereotype and medical advances help feed this attitude, brands and governments will need to ramp up
efforts to help people achieve their goals responsibly and prevent the stigmas of extreme physical obsession
Image credit: Getty Images
People Feeling The Toll Of Age
Flight From Marriage
Media-driven Archetypes
Demography’s Dead
Accessible, Affordable And Accepted Ideals
9. PROLONGING YOUTH
Brands Promoting Youthfulness Through Fitness
Brands Encouraging Youthful Lifestyles
Brands That Celebrate Youthfulness And Vitality
Reverse Assumptions About How Consumers See Their Own Age
Encourage A More Holistic Approach To Youthfulness
Emphasize The Enviable, Aspirational Characteristics That Come With Years
Help People Achieve Their Goals Responsibly
DRIVERS MANIFESTATIONS WHAT IT MEANS FOR BRANDS
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10. E-EXPECTATIONSAs consumer readiness for digital transactions continues to accelerate faster than the available offering, digital platforms and interfaces are coming to represent a gateway to opportunity. This
presents a challenge for marketers and governments looking to bridge the current content divide and engage with this cohort
Image credit: Corbis Images
Continuous Connectivity
Consumer E-readiness
Demanding Digital Natives
Data Transmission Gets Faster And Cheaper
Lack Of Digital Platforms And Interfaces
10. E-EXPECTATIONS
Movie And Video-streaming Platforms
Services E-platforms
Digital Entertainment
Create Smartphone‐centric Experiences
Use Consumer Data To Tailor Products And Services
Get Ready For The Mobile Wallet Partner Across Sectors
Proactively Address Security Concerns
DRIVERS MANIFESTATIONS WHAT IT MEANS FOR BRANDS
Image credit: JWT 8 Trends for 2013
COUNTERACTING TRADITION
DRIVING NEW
BEHAVIORS
LEVERAGING TECHNOLOGY
Not quite how you imagined the region to look in 2014?
Learn much more by downloading the full report.www.jwtmea.com/trends2014
THANK YOU
JWT: JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to today, developing award-winning branded content today. For more information, please visit www.jwt.com and follow us @JWT_Worldwide Brand Intelligence MENA: Brand Intelligence MENA is the center for provocative thinking that is part of JWT, the world’s best-known marketing communications brand that focuses on identifying shifts in the regional zeitgeist. Its aim is to bring the outside in—to help inspire ideas beyond brand, category and consumer conventions - and to identify emerging opportunities so they can be leveraged for business gain. For more information, please visit, www.jwt.com/mea and follow us @jwtmea
10 TRENDS FOR 2014