trendwatching.com's 10 LATIN TRENDS FOR 2015

Innovation opportunities to seize in South & Central America in the year ahead!

10 LATIN TRENDS FOR 2015

DEC 2014 - JAN 2015

SOUTH & CENTRAL AMERICA TREND BULLETIN

10 LATIN TRENDS FOR 2015www.trendwatching.com/trends/10-latin-trends-for-2015 2

Major events, key elections, people in the streets protesting

for their rights and better living conditions. In South &

Central America, 2014 was marked by increasing public

involvement in social and economic issues.

The impact of this is not limited to policy makers. More

aware of their rights and duties, people also want to

consume better: pay fair prices, see brand-led campaigns

that have real impact on their lives, and have access to

world-class products & services that address their unique

problems.

So, are you ready to find the best opportunities in the

region for your brand, or your clients, to stand out and

deliver in 2015?

The region will be full of opportunities in 2015......if you don’t take advantage of them, someone else will!

www.trendwatching.com/trends/latin-pulse/

http://trendwatching.com//trends/10-latin-trends-for-2015

In this Trend Bulletin we’ve gathered the ten consumer

trends that your team should focus on to meet and

surpass the ever-changing expectations of consumers in

South & Central America.

While you are probably excited (and rightly so ;) to get to

the trends, remember that these insights and innovations

are useless if you don’t act on them.

Of course, be inspired by the examples that underpin these

new currents, but be sure to ask what YOU can do to adapt,

evolve and build upon the ideas for your business – before

your competitors do!

This list is all about opportunities.Trends are just a (smart!) way to fuel compelling, profitable innovations.




1. IN-HAND BRANDS »Inject joy into rewards.

2. BRIGHT IS BEAUTIFUL »Help people get together.

3. RECONCILIATION BRANDS »Make consumerism flow.

4. DEMOCRATIC PRICING »Serve with added convenience.

5. INSIDE OUT »Take a stand.

10 crucial consumer trends for South & Central America in 2015




6. PLAYFUL PERKS »Inject joy into rewards.

7. CITY CONNECTIONS »Help people get together.

8. OK COMMUTER »Make consumerism flow.

9. ONLIFE SERVICE »Serve with added convenience.

10. BRAND STANDS »Take a stand.

(...continued ;)


10 crucial consumer trends for South & Central America in 2015




1. IN-HAND BRANDSBe a BRAND BUTLER: serve consumers

in the right place at the right time.



As South & Central American consumers’ expectations

grow, their patience shrinks. Smart brands are seamlessly

integrating themselves into people’s lives with a sense of

urgency.

Busy consumers hate to waste time, they need problems

solved and desires realized NOW.

In 2015, they will demand brands add resources and create

shortcuts that speed up delivery of their offering(s). And the

best brands will be where and when they are needed, before

the consumer even knows they want them.

So, when and where do your consumers need (or expect)

immediate service?

1. IN-HAND BRANDSIn 2015, will your product or service be there the moment Latin consumers need it?




FEATURED INNOVATIONS: IN-HAND BRANDS

Back to Top


In May 2014, Argentinian mattress brand Piero launched a campaign to

raise awareness of road accidents caused by drivers falling asleep behind

the wheel. Between 4am and 5am (when most accidents due to tiredness

occur), the brand aired radio adverts featuring an alarm clock sound every

nine minutes, reminding drivers of the potential danger and keeping them

alert.

To help people during fashion emergencies (unexpected dates or duplicated

party outfits, for example), fashion retailer Forever 21 ran a promotion in

May 2014 in Costa Rica called ‘Closet S.O.S’. 100 customers could request

a visit from a mobile fashion truck stocked with apparel and accessories.

In Brazil, in May 2014 Hellmann’s launched #PreparaPraMim

(#PrepareForMe), a social media campaign that invited people to use

the hashtag along with available ingredients on Twitter. The brand then

responded with customized recipes.

Piero, Forever 21 and Hellmann’s



https://www.youtube.com/watch?v=q1xvsmD_7jQ

https://www.youtube.com/watch?v=_SP1Qb0AjTU

https://www.youtube.com/watch?v=MmbL2tFF8-M


2. BRIGHT IS BEAUTIFULLove of knowledge, a growing status play.



BRIGHT IS BEAUTIFUL and South & Central Americans are

desperate to flaunt evidence of their educational endeavors –

as status symbols – to their family, friends and followers.

What does this mean for brands in 2015? Beyond integrating

learning and literary experiences into consumers’ daily

lives (see STATUS SMARTS), consider how you can help

consumers express (ok, how off ;) their knowledge.

Can you help them do this through social networks? In Latin

America people spend more time on social networks than

anywhere else in the world, averaging 8.67 hours per month

(comScore, July 2014). Perhaps the opportunity lies offline?

Even a pair of jeans can be used to flaunt a love of literature.

2. BRIGHT IS BEAUTIFULConsumers will love brands that help them show off their knowledge in 2015.


http://trendwatching.com/southcentralamerica/trends/5trends2014/#status-smarts



FEATURED INNOVATION: BRIGHT IS BEAUTIFUL

In July 2104, book publisher L&PM Pocket partnered with fashion brand

FreeSurf to launch an exclusive collection of jeans in Brazil. The Original

Pocket Books range had stories and poems from the publisher’s authors

printed on the inside of the pockets to demonstrate the convenience of

pocket-sized books.

Back to Top


FreeSurf and L&PM Pocket

https://www.youtube.com/watch?v=TI64xQMa4YY

https://www.youtube.com/watch?v=TI64xQMa4YY



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3. RECONCILIATION BRANDSMend the social fabric.




Despite all the progress in South & Central America, there

are strong strands of inequality and barriers that divide

people in the region. Financial hardship, inequality and

prejudice. Routine for many, yet brands traditionally avoid

confrontations – such as the rolezinhos (teenagers that

used social media to meet at shopping centers) or the

polarized elections in Brazil.

In 2015, brands cannot ignore these issues. The gap between

rich and poor is a serious issue for 68% of Brazilians (Pew

Research, June 2014). Brave brands (large and small) will

jump into the discussion.

Will you do your part to promote dialogue, mend wounds,

and reconcile?

3. RECONCILIATION BRANDSIn 2015, take a position in the fight against inequality.


http://g1.globo.com/sao-paulo/noticia/2014/01/conheca-historia-dos-rolezinhos-em-sao-paulo.html

http://www.bbc.co.uk/portuguese/noticias/2014/10/141026_salasocial_eleicoes2014_votacao_bg



FEATURED INNOVATIONS: RECONCILIATION BRANDS

Asociación Nacional de Empresarios de Colombia (ANDI) launched the

Soy Capaz campaign in September 2014, gathering 120 companies – such

as Coca-Cola, Bancolombia and McDonald’s – to rally the country by

spreading messages for peace. Coltabaco, for example, placed personal

stories into Marlboro cigarette packs, written by rural workers.

The radio station LT8, from Argentina, launched Escuchémonos (“let’s

listen to each other”) in May 2014, a campaign anchored in the concept of

tolerance, acceptance and understanding amongst the key public figures of

Argentina: from politicians, to journalists, to footballers and even the Pope.

Embajada Zona 18 (“Embassy Zone 18”) is an initiative of Tortrix and

nonprofit Area 18 to protect the labor rights of Zona 18 citizens in

Guatemala, who are often refused job interviews because gangs control the

area. Since April 2014, Embajada Zona 18 has provided a verifiable address

for jobseekers to use on applications and a website for people to upload

résumés, find vacancies and access training.

Back to Top

Soy Capaz, Tortrix and LT8


http://www.soycapaz.org/

https://www.youtube.com/watch?v=8hGICjf0LJQ

http://embajadazona18.org/site/



4. DEMOCRATIC PRICINGLet consumers have their say.




In March 2014 we highlighted EMPATHETIC PRICING:

targeted discounts that address consumers’ pain points. In

2015, consumers – increasingly accustomed to participation

– will drive pricing into new territory.

South & Central American consumers, having lived through

years of price fluctuations, will be confident they know

what products and services should cost. They’ll demand

brands go beyond EMPATHETIC PRICING, and allow the to

participate in pricing.

Afraid of discovering how much consumers truly value you?

Use DEMOCRATIC PRICING in 2015 to show confidence in

your offering and respect for your customers.

4. DEMOCRATIC PRICINGLet Latin American consumers decide what you’re worth.


http://trendwatching.com/southcentralamerica/trends/empatheticpricing/



FEATURED INNOVATIONS: DEmOCRATIC PRICING

TechBoy is a Brazilian company launched in September 2014 that offers

online IT support, providing solutions to common technical problems and

assisting with web development via Skype. At the end of each session, the

customer is told the average price charged for the service they received,

but they can choose how much they pay (or if they pay at all).

A collective of artists, publishers and entrepreneurs in Argentina created in

August 2014 Atado, a project to sell comics from independent Argentinian

artists at Comicópolis, a comics festival in Buenos Aires. Consumers could

pay as much as they wanted for seven digital comics and fanzines.

Back to Top

TechBoy and Atado


http://www.techboy.com.br/

http://www.atado.co/



5. INSIDE OUTHelp urbanites enjoy outdoor spaces.




Latin Americans have been hiding (from urban violence) in

malls, stuck in traffic, and cramped in condos for years. But

since the 2013 protests in Brazil and Mexico, and Venezuela

in 2014, residents are rediscovering the value of getting out.

In 2015, urbanites will gather outdoors – from food markets

to reclaimed parking spaces – to share experiences. Brands

can contribute to making spaces clean, safe and delightful.

62% of Brazilian consumers would exchange the

brand they usually buy, for one that improves their city,

supports culture and wellness and offers free leisure.

(Ibope/Conecta, August 2014)

Help consumers take it outside!

5. INSIDE OUTWhy consumers from South & Central America will love brands that take it outside in 2015.




FEATURED INNOVATIONS: INSIDE OUT

Pracinha Oscar Freire, in the Jardins neighborhood of São Paulo, is a small

garden created in June 2014 by the public space developer REUD and the

NGO Instituto Mobilidade Verde. Once a week, the space promotes a Bring

Your Own Work (BYOW) event, and invites people to work outdoors for the

day. Trucks serve workers with food and drinks (the kind you have while

working, and the kind you have at happy hour ;).

Park(ing) Day Chile is an event where artists, designers and citizens

collaborate to temporarily transform (for a day) parking spaces into public

green areas. Park(ing) Day 2014 Chile on November 7, invited people to gather

at the spaces to promote creativity, civic engagement, critical thinking,

social relations and generosity.

Back to Top

Pracinha Oscar Freire and Park(ing) Day Chile


https://www.facebook.com/pracinhaoscarfreire

https://www.facebook.com/ParkingDayCl



6. PLAYFUL PERKSInject joy into rewards.




Brands in South & Central America often aim for a

serious tone of voice to be viewed as professional or

respectful. But the explosion of social networks (and

brand-run accounts) changed what consumers expect

from brands. Interactions with brands should be human:

73% of consumers in Brazil expect brands to build a

meaningful relationship with them (Edelman, October

2014).

In 2015, HUMAN BRANDS will go beyond joking with

fans and followers online, and will excite consumers with

playful perks and surprising interactions.

Forget about the familiar formulae of perks. Your

rewards must be provocative, exciting and playful to

resonate.

6. PLAYFUL PERKSDon’t be too serious, Latin consumers will lap up playful perks ;)




FEATURED INNOVATIONS: PLAYFUL PERKS

During the FIFA World Cup in June 2014, beer brand Skol launched

Consulado: a platform connecting Brazilians with tourists and soccer

fans. Locals who welcomed visitors to host cities – by promoting local

shops or sharing Skol beers and taxi rides for example – were rewarded

with discount vouchers or free bottles of Skol.

In Costa Rica, telecoms brand Claro’s Extra Minutes is an initiative that gifts

free minutes based on the amount of extra time added to a soccer game. If

officials add five minutes, pre-pay customers can claim the same amount

in talk time using a code displayed via digital signage around the stadium

and on-screen. The promotion ran at all of Saprissa FC’s home games. As of

April 2014 (the end of the soccer season) Claro had donated more than 50

million extra minutes.

Back to Top

Skol and Claro


http://www.skol.com.br/pre-home/?redirect_url=consulado%2F

https://www.youtube.com/watch?v=r8abKr9Di94&feature=kp




7. CITY CONNECTIONSHelp city residents get to know each other.



Thanks to the continuing urbanization of South & Central

America, and the rhythm of big cities (lots of work, little time

off), many residents hardly know their neighbors.

In 2015, lonely urbanites will increasingly want to break

down the social barriers that are part of city living. Brands

that design their product or service as a way to integrate

consumers in the social, public spaces of their city will be

embraced.

Is your brand ‘friendly’ enough to help city residents

connect? The more connections you drive, the more you will

be loved <3

7. CITY CONNECTIONSLonely urbanites will love brands that bring them together.




FEATURED INNOVATIONS: CITY CONNECTIONS

In August 2014, cookie brand Zezé launched a campaign to encourage

strangers to talk when they are at the bus stops in Pelotas, in Brazil.

Stickers (featuring suggestions about how to start a conversation, such

as, “What are your favorite songs?”) marked certain seats as reserved for

people who would like to start friendships.

Chivas Regal reinterpreted a traditional game from Festa Junina (June

festivities in Brazil) called Correio Elegante (“elegant mail”), where players

send anonymous love notes. The whisky brand put a WhatsApp number on

Facebook and participants who messaged the account with the name and

phone number of their love interest could have a virtual barman deliver their

love note.

Back to Top

Zezé and Chivas Regal


http://www.zeze.com.br/site/content/home/

http://www.chivas.com/



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8. OK COMMUTERMake consumerism flow with each

consumer’s route.




The crossover between retail and transportation is surely

one of the most exciting new areas to be explored in South &

Central America.

Inhabitants of São Paulo, Mexico City, Buenos Aires,

Bogotá and Lima face a typical commute of 1 hour

and 28 minutes.

(Inter-American Development Bank, March 2014)

Consumers in the region are embracing new forms of

METRO MOBILITY (from taxi apps and shared rides to

revitalized public transport). As the associated status around

transport shifts from car ownership to unique experiences,

the ability to shop en route will be an experience to be

cherished in 2015.

8. OK COMMUTERIn 2015, Latin Americans will embrace brands that seamlessly fit within their journeys.


http://trendwatching.com/southcentralamerica/trends/metromobility/



FEATURED INNOVATIONS: OK COmmUTER

Boxeway is an Argentine company that is launching ‘click & collect’ lockers

in Latin America. Consumers can buy an item online and pick the product

at one of the lockers, placed in high transit areas such as gas stations or

train terminals. Lockers are rented by retail brands, who notify customers by

SMS or email when their items have reached a locker. In September 2014,

Boxeway developed a system for the logistics company Oca.

In May 2014, Netshoes, a Brazil-based sports etailer, launched the Sport

Machine, the first vending machine to sell the strip of Brazil’s national

football team. The Sport Machine was installed in subway stations and

universities in São Paulo. The machines allow customers to interact with the

contained products on a touch-screen high-resolution display, where they

can be rotated 360°.

Back to Top

Boxeway and Netshoes


http://www.boxeway.com/web/

http://www.netshoes.com.br/BlackNovember



9. ONLIFE SERvICEManage consumers’ connected lives with

added convenience.




How much time should you be on Facebook? Is it ok to

text during dinner? Is your data safe? Online life has to be

managed (see ONLIFE MANAGEMENT), and it takes time

and attention for Latin Americans still discovering the

superpowers of smartphone-assisted living.

In 2013, Latin America saw a greater increase in

smartphones sales than any other region.

(Gartner, February 2014)

In 2015, while consumers want brands to help them

manage their online lives, they still expect to be served and

assisted, with total convenience. Brands must help them

use technology in ways that are safer, healthier and more

productive.

9. ONLIFE SERVICEIn 2015, add control and convenience to Latin consumers’ online lives.


http://trendwatching.com/trends/onlife-management/



FEATURED INNOVATIONS: ONLIFE SERVICE

In August 2014, Brazilian advertising agency Lew’Lara/TBWA installed

an “anticellular totem” at their headquarters in São Paulo. The container

is outside the meeting room, and employees are encouraged to put their

devices in there before going into meetings, so they aren’t distracted. If

any important calls do come in, a secretary will alert the recipient.

To improve the quality of navigation for those who have a slow internet

connection in Brazil, Google created a lighter version of the main page.

Since October 2014, when someone searches Google.com.br on a

smartphone for any keyword, the servers automatically identify the

connection speed and fit the page quality for maximum loading speed.

Back to Top

Lew’Lara/TBWA and Google


https://www.facebook.com/lewlaratbwa/posts/711096165631565

https://www.google.com.br/?gws_rd=ssl



10. BRAND STANDSMeaningful brands will take a stand.




According to Pew Research in June 2014, 72% of Brazilians

are unsatisfied with the country. Events such as the World

Cup and upcoming Olympics made consumers in South &

Central America (not just Brazil) rethink the use of public

space and their local infrastructure, causing a desperate

desire to improve the region to match their national pride.

Finding a solution is not only the government’s concern,

people feel empowered to make changes themselves. And

they want brands to step up and take a stand. In 2015,

they will expect brands to prove they’re committed to the

same causes they are.

There are many issues out there – from bullying to

bureaucracy – where will you take a stand?

10. BRAND STANDSIn South & Central America, consumers will embrace brands that take a stand (or two) on the issues that matter to them.




FEATURED INNOVATIONS: BRAND STANDS

VH1 Latin America unveiled its Revenge of the Nerds campaign against

bullying with a comedy TV campaign. A music video cover of Gloria

Gaynor’s “I Will Survive” launched in April 2014, starring a bunch of young

geeks being tortured and brutalized by other kids. The victims of bullying

sing that they know in the long-run the tables will turn dramatically, and

they will become the bully’s bosses.

After multiple cases of violence against women on São Paulo’s subway, in

June 2014 feminine hygiene brand Dermacyd launched a campaign to

create female-only subway cars in the city.Women-only cars already

exist in Rio de Janeiro and Brasilia, and Dermacyd created ads in subway

stations in all three cities. Via a dedicated Dermacyd microsite, consumers

could sign a petition which was sent to Brazil’s government.

Back to Top

VH1 and Dermacyd


https://www.youtube.com/watch?v=mZy5nejCSc4

https://www.facebook.com/DermacydOficial/photos/pb.159046167495063.-2207520000.1415795282./723103064422701/?type=3&theater



NEXT




NEXT

Now the ball is in your court!Our 10 trends have given you a view of how the region’s consumption arena will develop in 2015. It’s time for you and your team to get hands-on and bring these insights to your brainstorm sessions.

How can YOU adapt these trends to serve your consumers or clients better in the coming year?




Then use our free CONSUMER TREND CANVAS to turn insights into innovations. Will yours be among the next ones we feature in our future bulletins? ;)

NEXT

Now the ball is in your court!


http://trendwatching.com/trends/consumertrendcanvas/

http://trendwatching.com/trends/consumertrendcanvas/



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If you have any comments, suggestions or questions then please do let us know. Just email:

Nathalia SoutoClient Services Director South & Central [email protected]

About uSestablished in 2002, trendwatching.com is the world’s leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. our Premium Service counts

many of the world’s leading brands as clients, while our free monthly Trend Briefings go out to over 260,000 subscribers in 180 countries.

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trendwatching.com's 10 LATIN TRENDS FOR 2015