(Youthlab Indo) Indigenous trendsetters: Youth market trendsetters from middle east to far east asia

Asia Trends Report Series

Photo souce:http://www.flickr.com/photos/jimshannon/2498525183/sizes/o/in/photostream/

Indigenous TrendsettersFrom Middle East To Far East

“Trendsetters are customers or consumers who are ahead of the market curve and real influencers on the mainstream. Trendsetters are mayors of street creds”

Tarek Kassar, CEO of Youngberry Agency (Lebanon)

http://www.flickr.com/photos/ghada-abdullrahman-photography/5622142967/sizes/l/in/pool-27418998@N00/

#Trendsetters…..

“Trendsetters are innovators in term of product adoption, and reference in term of lifestyle ”

Muhammad Faisal Executive Director Youthlab Indo (Indonesia)

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http://www.flickr.com/photos/iembrace/5621447787/sizes/l/in/pool-27418998@N00/Photo source: http://www.flickr.com/photos/andrewnaphotography/5611086712/sizes/l/in/pool-27418998@N00/

#Middle EastTrendsetters Asia Trends Report Series

http://www.flickr.com/photos/iembrace/5621447787/sizes/l/in/pool-27418998@N00/Photo source:http://www.flickr.com/photos/andrewnaphotography/5611086712/sizes/l/in/pool-27418998@N00/Photo source: http://www.flickr.com/photos/damonlynch/2777535541/sizes/o/in/gallery-brianauer-72157622394147895/

Trendsetters in the Middle East are of two kinds:

1. A rich customer who adopts and purchases a lot of new products to motivate surrounding community to follow him/her in at least one product without any domination to any particular category (car, mobile, clothes, etc...).

2. A customer who has voice and opinion on new products and share it with the community surrounding him/her (or even nation-wide) through newspapers, blogs, or social networks in order to influence on one category they are dominantly good at.

Both types of trendsetters are only successful when their personalities have leadership abilities.

Tarek Kassar,CEO of Youngberry Agency (Lebanon)



Trendsetters lifestyle differs from the rest of the mainstream and this is how they want to position themselves, whether they understand "personal branding" or not.

Photo source: http://www.flickr.com/photos/43654543@N04/5386759565/in/pool-mideast#/photos/43654543@N04/5386759565/in/pool-51562379@N00/


Photo source: http://www.flickr.com/photos/zz77/5288436016/sizes/l/in/pool-51562379@N00/


Trendsetters in the Middle East are looking for various things, could be one of the below or all the below:

1. Social Status: trendsetters majorly want to be positioned better among peers and the rest of the community. They love their lifestyle by being the first and unique.

2. Empowered Voice: trendsetters are confident people of what they say and want their voice to be empowered by being able tostate their opinions to the brand managers. Empowerment can also be developing for them a direct channel with the brand managers all the time.

3. Access: trendsetters want access to the newest and latest trends in the U.S. and Europe (Fashion: New York, L.A. and Paris). Providing access to trendsetters can help brand managers and agencies identify whether they are still relevant to the youth culture nor not.”


Photo source:http://www.flickr.com/photos/modenadude/5329147642/sizes/z/in/pool-51562379@N00/

Tarek Kassar,CEO of Youngberry

Agency (Lebanon)

A trendsetter is critically self-conscious and want to be perceived by brand managers

and agencies as:1. Self-actualizing person.

2. Qualified leader.3. Champion in the field.

4. Advocate in what he/she says.


Profile on a Mobile Trendsetter in the Middle EastRita El-Khoury (Ritaelkhoury.com)

Profile on Fashion Trendsetter in the Middle EastNoor Al-Naimi (http://celebs-style.blogspot.com)

http://www.flickr.com/photos/dianeworland/5620849882/sizes/l/in/pool-90544387@N00//

#India TrendsettersAsia Trends Report Series

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Kustav Sengupta Research Head ofINgene (India)

“Eco-cool” and the “fakoconsciousness” A strong emerging trait of young influencers in India at SEC1 cities… to show off that they are ecologically conscious! This is a characteristic which INgene coined as “fakoconsciousness” : a process of faking oneself as ecologically and socially active to remain “cool” among peers (when the on-ground observations states a different scenario). Further reading:http://ingene.blogspot.com/2011/01/fakoconsciousness-is-growing.htmlhttp://ingene.blogspot.com/2009/08/trends-in-india-going-green.html

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Kustav Sengupta Research Head of

INgene (India)

Being Anti corruption groupe is “cool”

Speaking and showing off solidarity against corruption is becoming cool. The

digitally smart youth in India are strengthening their solidarity in virtual world to organize rallies, real meeting against corrupted system, individuals

and supporting the issues.

Further reading: http://ingene.blogspot.com/2011/04/ant

i-corruption-movement-and-youth-in.html

http://ingene.blogspot.com/2011/04/hazare-is-now-element-of-cool.html

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Emerging “DIY” initiatives among In‘glo’dians In contrast to the traditional “get it done” attitude of affluent class in India, the In’glo’dians are embracing more DIY to remain “alternative” and “personal”.


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BB babies vs. iphone In‘glo’dians There is a strong emerging difference among various categories of young and young adult segments in India. The Neuvo riche Indians in their 20’s and 30’s are opting for Blackberry where as the “alternative” cool In’glo’dians are moving towards iphone latest version. The aspiring “Indian” categories of youth are opting for BB look alike. The “Bharatiyas” are buying Chinese fakes, “no name/low- branded” local made mobiles. Narcissism grows The digital liberty is making this generation more and more narcissous….showing of self is rampant, virtually (in a country with strict social norms, offline)

#IndonesianTrendsettersAsia Trends Report Series

/Muhammad Faisal Executive DirectorYouthlab Indo(Indonesia)

Digital VS Grass root Indonesian trendsetters emerge from 2 different universe, the digital and the grass root world:1. Digital influencers are the young people who are

actively shouting their opinion on a wide range issues, from economic, eco-green, politics, to celebrity gossips. They came from diverse background, although most of them are creative worker or academician. They have massive follower on social media and engage with them almost 24/7.

2. The Grass root trendsetter are youths who specialized themselves in a particular hobby such as lomo camera, fingerboard, music, fashion, surfing, or fixed gear. They’re more active offline than online. They love to ‘nongkrong’ or ‘kopdar’, which means ‘hangout’ or ‘having a coffee break’. This type of trendsetters are the leader when it comes to creating a social currency.

Photo source:http://www.flickr.com/photos/stonehimself/4722377442/sizes/l/in/photostream/


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Muhammad Faisal Executive DirectorYouthlab Indo(Indonesia)

Social Event Expert Indonesian youths are well trained when it comes to organizing an event. Because since junior high they usually have the experience gathering a ‘Pensi’, an abbreviation of ‘Pentas seni’, meaning ‘Art festival’. One of the peculiar characteristic of an Indonesian Trendsetters is that they’re a ‘veteran’ in event organizing. They are ‘la crème de la crème’ in the science of gathering crowd. One could see that the trendsetters are the man behind the gun in every popular youth event.



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Muhammad Faisal Executive DirectorYouthlab Indo(Indonesia)

Creating Public SpacesBecause the youth center aren’t really working as it suppose to be in urban cities and almost all youth public facilities dated back to the 70’s. Trendsetters now also take part in creating new public spaces, or rejuvenating old ones as a decent place for youth.‘Build this city’ (http://www.youtube.com/watch?v=n351T8SP9rs)Is a one of the many example of how a community of youth trendsetters (unkl347) invest in creating a space for youth.The interesting part is, in initiating this militant movement the grass trendsetters don’t want to be related to a bigger cause, such as green or anti-corruption movement.



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Muhammad Faisal Executive Director

Youthlab Indo(Indonesia)

Inclusive, Creative, Independent Indonesia is well known as the biggest Muslim country

in the world. But, what the western world usually don’t notice is that most of Indonesian people are

‘abangan’, meaning ‘moderate muslim’. Especially its young people. This decade mark the era where the Indonesian youths became more inclusive than its

predecessor. For the trendsetters, they’re craving to be part of that story as well. Three major

characteristic of an Indonesian trendsetters are:1. Inclusive regarding beliefs

2. Want to be regarded more as a ‘creative artist’ than a ‘worker’

3. Independent financially and ideologically



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Muhammad Faisal Executive Director

Youthlab Indo(Indonesia)

Nationalism Redefined Brands like Apple, McBeth, and Zara are still

perceived as status symbol, but local brands start to regain their place among youth. This is where the trendsetters take part. Trendsetter are the young

people who succeed to acculturate product such as fixed gear bike, tees, and sneakers not just in a

creative way but with an indigenous touch as well.



Indonesian Trendsetter ProfileArian Stone (http://arianstone.wordpress.com)

Arianstone, 24 years oldFixed Gear Evangelist,BandungSouth Beach Queen

Indonesian Trendsetter ProfileFifi Alvianto (http://www.hijabscarf.blogspot.com)

#Contributors ProfileAs

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Youngberry is a youth research and marketing agency that connects brands with young people through sports, music, fashion, gaming, entrepreneurship programs, and other interests. This connection could be at work, the shopping mall, sports club, school, or campus.In the Arab world, the space is crowded with non-devoted design and marketing agencies to the age group between 12 and 29 years old. However, we believe that the youth community requires a unique approach and an understanding of our lifestyle, habits and latest trends among this ever evolving psychographic.Therefore, we decided to establish Youngberry, a collective boutique agency that gather our daily observation and interaction with young people around us, researches on youth culture, indication on latest trends, and our experience in the marketing and digital fields combined.Youngberry was founded by young Arabs of grown-up thinking who are living, eating, drinking, studying and working in the Middle East and North Africa.

www.youngberryagency.com

Tarek Kassar,CEO of Youngberry Email: [email protected]

Youngberry Agency


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Muhammad Faisal is the Founder of Youthlab, he’s now engage in his doctorate study at the faculty of psychology of the University of Indonesia. He was the initiator of the first TV program on presidential candidate psychological profile analysis called “Sosok pemimpin” in Metro TV. In the 2009 general election he analyzed and researched the political attitudes of young people (17-30 years old) by means of focus group discussion in nine Indonesian cities. He was surprised that the data gained from conventional way was artificial and robust. He then open a new firm called YOUTH LABORATORY INDONESIA focusing on youth research and develop new way of inquiring insight from the youth segment. Youthlab then become the first factory and repository of youth insight in Indonesia, compromised of multi-talented youths of various background, the research and consulting company helps corporations and organizations create precious connection with the fickle yet precious market segment. Through ethnographic research, online tracking, creative focus group discussion, and other means, Youthlab help brands & organizations create a dialogue with the youths of Indonesia in the most efficient manner.

www.enterthelab.com

Muhammad FaisalExecutive Director of Youth Laboratory Indonesia Email: [email protected]

Youth Laboratory Indonesia


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www.ingeneinsights.comwww.ingene.blogspot.com

Kustav SenguptaResearch Head of INgene Email: [email protected]

INgene

INgene Insights is the first ever consumer insight agency focusing on the younger segment of India. Kustav Sengupta is the Research Director of INgene.He’s also a youth culture analyst, global culture researcher, etnographist, youth marketing specialist and network expert. Award winning academician and product analyst.Associate Professor: NIFT, Chennai- Masters in Design (4 gold medals)- Six Sigma expert- Master in Graphic Design- Research Scholar: consumer psychology of Indian subcontinent- Global Subculture research with Ted Polhemus (www.tedpolhemus.com)- Global youth marketing expert with Ruby Pseudo (www.rubypseudo.com)- Youth insight collaboration with TrendSpotting (www.trendsspotting.com)Experience:12 years in consumer trend research

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(Youthlab Indo) Indigenous trendsetters: Youth market trendsetters from middle east to far east asia