Synovate Censydiam s Consumer Trends 2011 2012

CONSUMER TRENDS 2011/12 SSynovate CCensydiam’ss

GLOBAL TRENDS MADE PERSONALLY

MEANINGFUL

Synovate.indd 1Synovate.indd 1 25/10/2010 16:1625/10/2010 16:16

WWelcome to Synovate Censydiam’s Consumer Trends 22011//22012 We need to listen more.

""We've been voted the best marketer of the 20th century .. but that's because we were the biggest shouters. In the 21st centuury,, we wwant to be the best listeners..”” AAG Lafley, CEO and Chairman, P&G

How to listen? As we said in our 2008 trends book, the purpose of marketing is to optimise life and not consumption. Is your brand truly relevant? Not just in ’meeting my needs’ (whatever that means in your category) but does it tap into something that i s ‘truly meaningful’ to me personally. That’s what will get you heard amidst all the noise out there today. That’s what will put you at the top (or the bottom) of your consumer’s invitation list.

At Synovate Censydiam we do not specialise in trends! We specialise in understanding human motivation – or what people really want. We put WHY at the front and centre of helping our clients make their brands more relevant.

Why are people spending on luxury during a recession? How come the most affluent shop in discount stores? Why does a health and wellbeing phenomenon correspond with a global obesity epidemic? We answer these sorts of fundamental questions to help our clients determine what motivates people in their category and then, what needs and pain points their brand can address. We call it “Using Human Motivation to Inspire Marketing”.

Trends are an industry in itself and there is no shortage of companies espousing the latest ‘ologies’ and ’isms’ for everyone to tap into. They are all so compelling and seductive and leave you wishing that you had spotted it and built it into your brand plans.

But how to make sure the trends are relevant to your brands? And relevant to your target customers? Should you change strategy to ensure you reflect the trend … or ignore it because it’s not relevant? Either decision is a costly one.

If our focus is fundamental human needs, how are trends relevant as they are so diverse and constantly evolving? Trends reinforce the future focus of our work. By linking motivations with a trend we can ensure that the client is using the trends that are most relevant to their brands and consumers. Relevant brands are the goal - delivering what people want, and in a meaningful way. ‘Relevant trends’ are what we seek to deliver for you in this book. So that clients can ensure they embrace the trends that are most relevant to their brands .. and confidently ignore the rest.

Sue Phillips, CEO Synovate Censydiam


SSynovate Censydiam : Our Compass to guide you around human motiva-ttion.

Motivations can be difficult to articulate and therefore strategies based on motivation sometimes feel vague or unclear. Synovate Censydiam has developed a framework which is validated1 which we like to think of as a compass to guide you around the often complex and challenging world of human motivation. Any one of us may, depending on the situa-tion, use one or several of these strategies at various stages of our lives. The model is used worldwide by brands to map out their strategy for engaging with consumers, for segmenting the market and for positioning brands to leverage one or more of the human motivations. It helps par-ticularly to identify how brands can connect on an emotional level with these eight motivations.

Far from being ‘fixed’ or ‘canned’, every client’s ‘frame’ or ‘motivational mix’ will look different – as categories, brands and communications differ. What does stay the same are the colours which are visual mne-monics for the strategies. As you work your way through the book, you will start to feel familiar with the colours and what they represent .

By understanding these eight basic motivations, marketers can develop communications, products and brands knowing why people want some-thing. The first question we always ask is ‘which motivation are we targeting? That is truly putting the consumer at the heart of your mar-keting strategy.

TTrends

This booklet was prepared as a source of information on how core moti-vations are developing and showing the trends that represent these changes.

We worked with our team of brand and trend consultants to identify the macro trends that were emerging and related them to our Censydiam framework. It is not intended as the absolute word on trends as they are always evolving. However, we hope that because the trends are rooted in an understanding of human motivation they will develop over the next two or three years into mainstream attitudes and behaviours, just as we have observed from our 2008 Consumer trends book.

We know that basic motivations remain the same over time; but the content and direction of the motivations do change .. in line with con-sumer trends, cultural and societal shift. You will notice throughout that we reference our 2008 Consumer Trends book. We briefly outline the trend from that pre-recessional time – and most can be recognised as pretty ‘mainstream’ now. How many of you seized upon that knowledge then .. and see the results in your brand success now?

Within each motivation, from our observations and experiences observ-ing trends since 2008, we identify the macro trend. We then have se-lected examples from across the world of how this trend is starting to manifest itself in products and services that you will start to see. This brings the trend to life .. and will hopefully inspire marketing teams to seek examples they are seeing in their own categories.

There are no contents pages in this book – we follow our motivation cycle and follow the axes, North/ South; East/ West etc. We hope that this will help highlight the tensions and contrasts between the motivations and the trends that we are observing.

Finally, our acknowledgements to the trend spotters across the world .. and companies who collect them and put the trends onto the Internet for all to be inspired, share and enjoy. You will note throughout the book that the companies we have sourced specific trends from are credited.

Synovate Censydiam and trends

1 Towards a Better Understanding of Motivational Consumer Behavior: Cross-Validation, Construct Validation and Application of a Psychological Taxonomy of Consumer Motives; N. Geeroms, P. Van Kenhove, H. Hendrickx, University of Ghent, Belgium, 2006


Use this report to...

IInspire yourself and your team Use as a springboard for innovation and new directions in marketing. Pick one motivational area per meet-ing to facilitate creative thinking.

FFuture--pproof your brands Are they ready? If these trends be-come reality soon, will your brand fit with the time or begin to look passé? Will it meet the demands of the future consumer?

SShape your research Let this report guide you when con-sidering new market research. In-clude topics and questions that will show you whether the trends are relevant for you and your customers.


Synovate Censydiam can help you apply these trends by...

CCustomised reports

We can look at your market and consumers and custom-ise a report for you – highlighting case studies, examples and key opportunities in your specific motivational land-scape, category or industry.

WWorkshops

You may need a deeper understanding of a particular trend .. or a session with your team to map out new mar-ket opportunities against a future landscape. We have a workshop format to help you apply consumer trends insights.

SSpeaking engagements

Using examples, case studies and research relevant to your industry, we can tailor make a presentation to your team or event – delivered with you or for you by one of our engaging, knowledgeable speakers

““At Philips,, pputting consumer motivation as a critical part of our innovation process helps us to stay cconsumer centric....llinking in the trends keeps us inspired and relevant for our consumers..””

AAmy Pratt, Senior Manager Market Intelligence for Personal Care


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””The capital value of trends is only realised when

yyou connect them with personal meaning..”” SSue Phillips, CEO Synovate Censydiam


VITALITY

VITALITY + BRANDS – ROLE

The Vitality dimension is important for brands who position themselves as individualistic, innovative, vital and energetic and who are always pushing the boundaries and stimu-lating consumers with change and challenge. A brand that wants to adopt a Vitality strategy needs to position itself as inquisitive and cu-rious about the world. It is impor-tant for these brands to offer con-stant renewal.

Vitality is about adventure, testing your boundaries and discovering new things. It taps into the need we have to step outside our comfort zone, to explore our environment and to achieve independence (away from others). It is when we travel and experience the exotic and the unusual to be stimulated and exci-ted. Vitality is all about experien-cing freedom, passion, and adven-ture, buzzing about, spending ener-gy, and feeling very much alive and kicking.


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T he future of Vitality will be about maximizing your own human potential. Vitality will be very pperformance driven. One will realize that

we all have a certain gift, a certain potential. What are you doing with this potential?

It can be physical, or mental or both. But we will be looking for challenges, support, and examples of how we can maximize what we have in us.

In a way it’s about expressing your authentic self and people will want to stay true to their authentic self. Within that, there will always be room for personal growth and progress.

In this respect we will also see an increase in experi-mentation with the self. Mainly in the process of def-ining the self and one’s own potential, we will see con-sumers open to try out many new things.

Power Balance’s bands have been selling like hotcakes. First we saw an increasing number of celebrities like Shaquille O’Neal, Rubens Barrichello and Cristiano Ronaldo showing them off on their wrists; then, we saw them appear on the arms of amateur sports(wo)men. These bracelets increase strength, flexibility and endurance.

It’s not just about doing something but about knowing what you have, optimizing the natural energy found within your body, fully realizing what your potential is and then going the extra mile to reach it.

The future of vitality:

Performance

In 2008 we talked about the need for consumers to be stimulated and constantly surprised. The need for change and emotional stimuli was of high importance. A key theme was youth and the desire to remain forever young. In 2011 and bey-ond consumers will be more internally oriented. Focus will be on your own potential (what you have inherited) and how you can maximize that potential whatever your age is.

Evolution since 2008


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KEYWORDS maximizing your human potential

experimentation

enrichment

performance

freedom

self-confidence

extreme

If your brand is about performance in any way, it may need to consider how it can tap into the need for the human to maximize his/her own performance with the brand as an ally or supporter to that. Are you willing and capable as a brand to understand the personal poten-tial of your consumer?

And the brand itself needs to focus on maximizing its own potential as well. You are active in the market, a category and as such there are some expectations con-sumers have. They will want to see the brand maximize its own potential.

IMPLICATIONS FOR BRANDS


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P yry Tamminen has in-vented a new form of sports equipment, the Pool

Sprint. The Pool Sprint is being described as the new era of running and could take water sports to a new level. The Pool Sprint is actu-ally a submersible running track or mat that comes with specially gripped shoes to enable maximum performance. wwww.poolsprint.com

We’ve already heard about adven-ture tourism, which typically in-volves a mountain bike ride, white water raft action, or another adrenaline based sport. However, ‘danger’ tourism takes your adven-

ture to the next level. The sketchy mountain side path leads you up the Huashan Mountain near Xi’an, China, the most dangerous moun-tain in China. Or fancy an extreme kayak shark fishing in Alaska or rally car snowboarding?

Optimizing potential

”We are seeing a generation of travellers keen on exploration, adventure and using their time to test goals that are physical, emotional, spiritual and intellectual.”

Strategy and Insight Director, The Future Laboratory


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Natural instinct

Living life to the max, feeling free and doing her own thing on top of her passion (music) is the success of Beth Ditto, the lead singer of Gossip. The expression of her carefree authentic self inspires a lot of women to get away from those fashion model stereotypes . And not only women are inspired by her ‘savage’ self, also men… For the guys, Mancation Nation is the newest in specifically designed vacations and getaways. The idea is that men would rather epitomize the stereotypical view of men than acquiesce to the wishes of their wives and sit on a beach on holiday. Enter Mancation Nation. It al-lows the boys to have the ultimate man-cation. hhttp://mmancationnation.com/

Finally, Remasculation: a counter-movement against the post-modern woman's sense of entitlement and superiority over men. It recognizes that both sexes need to acknowledge each other's needs equally, rather than requiring the man to unilaterally molly coddle his girl-friend/wife with gifts and compassion in return for a meagre allow-ance of sex. ‘Remancipation’ / Remasculation weekends are organized in the Netherlands to enhance the self-esteem of men, show manly behaviour and enhance male body language and vocabulary. wwww.remancipeer.nl

Enriched life

Living beyond 100 is less and less the prerogative of the happy few. There is a major increase in life expectancy globally. By 2050, the number of people in the U.S. living to 100 will be 14 times what it is today, parts of Europe will reach a 1:1 ratio between working-age and pension-able citizens, Japan’s over-65 population will double and India’s 65+ population will nearly triple during this period. US scien-tists have recently developed a way of predicting how likely a person is to live beyond the age of 100. Interestingly, although genetics is fundamental in exceptional longevity, other factors such as environ-ment and lifestyle can also contribute to a longer and healthier life.

A small Japanese village outside of Tokyo, called ‘the village of long life’, filled with natives who are not only healthier than the average Western man—lack of diabetes, heart disease, etc.—but they have impeccable skin even over their sixties. Research on the their diet and skincare regimen that consists of local herbs and plants was the basis for the creation of ‘Kyoku for Men’, a very successful skincare line sold in the US, UK, The Netherlands, India, Portugal, Singapore, Hong Kong, ... wwww.kyokuformen.com


POWER

Power is about the need to be the best. It relates to the desire I have to be respected, praised and ack-nowledged for the choices I make and for the successes I have achie-ved in my life. The Power dimensi-on reflects my social status and the need to be an authority and a lea-der of others.

POWER + BRANDS – ROLE

The power dimension is important for brands trying to position them-selves as premium, high-class and powerful. It appeals to the need to be respected and revered, to feel strong and ‘on -top-of-the-world’. It is also an important dimension for brands who want to be perceived as exclusive and only available for the lucky few.


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T here will be two main routes to gain status and respect in the society of tomorrow: aascetic (rigorously abstinent) and pperfectionism.

While they are totally opposite in their expression, they both reflect the need to demonstrate superiority.

PPerfectionism: for some status will be about being per-fect. One can buy a solution for every flaw one might have. Everything is possible if you have the money to pay for it. You should not accept anything that is not close to perfection. Consumers will be looking for solu-tions and offers that help them to realize this perfect-ion. It is no longer just women getting Botox injections in their foreheads. Men also want to cultivate their image and bring it to perfection by using cleansing scrubs, laser hair removal and to achieve the flawless look.

The future of power:

Perfectionism

In 2008 we indicated a change in a more ‘feminine’ direction. This direction will be taken to the next level. One which is also very feminine in nature: perfectionism. Where men are less ex-pected to be perfect, women have the innate ten-dency to look for perfection. One can buy a soluti-on for every flaw one might have.



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KEYWORDS extreme competence

high performance

high expectations

aiming at perfection

faultless

leadership

precision

Does your brand help me to be my ‘perfect me’? Or help me to realize the perfect archetype that I want? How can you convince me that your brand is also looking for per-fection in what it offers? Brands must convince that their technology, products or services are aiming at per-fection. Only the best, second best is not an option.



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I n a world of abundance, where luxury is accessi-ble for a lot of people, it will be proof of status to go back to the real basics. To deny yourself luxury

and return to the bare necessities of human life. For instance, taking a spiritual holiday for 2 months or go-ing to the mountains and live in a hut without any luxury to experience the essentials of nature.

The future of power:

Ascetic In 2008 exclusive premium was a trend. The trend to the ascetic implies an antidote to such excess, perhaps driven by the excesses of the pre-recessional 2008.



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KEYWORDS self-restraint

back to basics

focus

endurance

responsibility

deprivation

abstinent

Helping to find a focus and making sense for people is key in this quest for meaning. It does not mean that people will give up all possessions and goods, but look for more internal ways to show their own competence, signifying a sense of responsibility and self-restraint. This can mean that brands need to show their ethical credentials, eco-credentials, display their generosity to-wards less affluent people or show a ‘less is more’ stra-tegy.



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B ill Gates and Warren Buffett announced in August 2010 that 40 sign-

ers, including at least 30 billion-aires and other wealthy families, had officially made the Giving Pledge – a promise to give away more than half their fortunes. America’s rich have been searching for new status symbols in the wake of the Great Recession. Yachts, private jets, seaside mansions are so 2007. But being wealthy enough and generous enough to get on the Giving Pledge list may quickly become the ultimate badge of status–both in the U.S. and abroad.

The Crop Mob, based in North Carolina, is an organization through which volunteers descend on a sustainable farm for an after-noon each month and accomplish tasks it would take the farmers themselves months to do alone. The Crop Mob aims to build the community necessary to practice sustainable agriculture.

“Demanding jobs and hectic lifestyles are driving people to rethink what is important in life and how they are living.”

Euromonitor

Generosity: give instead of take


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Ascetic lifestyle

We have seen celebrities like Eddie Izzard, the British stand-up com-edian and actor pushing his own boundaries by running 43 mara-thons in 51 days, 6 days a week for 7 weeks straight. We have also seen in Norway, the Birkebeinerrennet, a challenging annual cross-country ski race being especially popular among middle-aged men from the Norwegian business world. Professor Fugelli, lecturer in social medicine at the university of Oslo, states that taking up this challenge by this target is about ‘running away’ from the ageing proc-ess, weakness and deterioration. It is a means to show off one’s strength, endurance and skills not least to themselves. The winner is even nominated in Wikipedia.

Another expression of the fact that experience is becoming more highly valued than ownership of a products is heli-yoga. Icefield Heli-copter Tours in Alberta, Canada has launched heli-yoga as a journey to self-enlightenment. The helicopter will land in a high alpine meadow where you will be left with the peace, serenity & majesty of the mountains. A spiritual retreat to drive people to rethink what is important in life and how they are living. Especially helpful in times of demanding jobs and hectic lifestyles. wwww.travelalberta.com

Raising the bar

People have always been driven by the desire to impress and the pur-suit of the perfect, flawless image. Innovations in the personal care category in terms of ingredients and technology have led to better end-results and have reshaped consumers’ expectations of appearance transformation. What these new products deliver has become the beauty benchmark. Today, medical tourism is no longer a ‘dirty word’ as it was labelled in the media in the past. Tummy tucks in the Med, heart bypasses in Jaipur, IVF in Turkey, private childbirth on secluded islands. Across the globe, health travel is quickly gaining recognition. This is proven by the fact that people are now spending $20bn on medical tourism, selecting their destination based on the best tech-nology, expertise, quality of care and price.

But seeking perfectionism also happens in other categories. Better-fly.com aims to connect people with teachers, tutors, coaches, trai-ners, stylists or anyone else who offers a service that can help them learn, look or feel better. Betterfly deliberately excludes companies from its list of service providers, focusing instead on individuals with specific expertise as modern consumers are highly demanding. "When searching for someone to teach you Spanish, give you a massa-ge or improve your yoga technique, it's more important to know who the best person is, rather than knowing just the name of a language school, spa or yoga studio," founder Joshua Schwadron explains.


RECOGNITION

RECOGNITION + BRANDS – ROLE

The Recognition dimension is important for brands which try to position themselves as crea-tively individualistic, unconven-tional, trendy and ahead of the rest, or as a tool for consumers to express their intelligence and cultural awareness.

Recognition is about feeling unique, special and ahead of the pack. The Recognition di-mension reflects the need to stand out from the crowd and break from convention. Recog-nition is all about being proud of one’s own special ability and competence, intellectually, cul-turally and materially.


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A re you a connoisseur? Are you capable of recognizing real quality? Do you still get seduced by the hype around products and

brands? These are key questions to understand the future of Recognition.

The future of Recognition is going back to the essence of what a product is supposed to do. It’s about the ccore quality, the intrinsic value of a pro-duct…and recognizing it.

There is too much choice, too much of the same, too many overpromises. In the future some consumers will rely on their own expert judgment. They are knowledgeable and well informed and this distin-guishes them from the mass. They are capable of re-cognizing real quality, real value for money. They are critical and will look for real performance.

If you travel you might spend less money on the flight in order to indulge yourself in the best accom-modation. If you go to buy certain food, you might seek out the genuine taste, the freshest of fresh, ra-ther than accepting the mass. You might invest more money on a bespoke quality sofa and a solid oak di-ning table because they are key for your home and you want them to last a long time.

The future of recognition:

Core quality

The biggest change that we will see is the grow-ing importance of ‘intrinsic values’ versus ‘created stories’. In marketing we have spent a lot of time on personality development. This will still be relevant in years to come, but also our ‘core quality’ will be of leading importance.



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KEYWORDS professional quality

meaningful

longevity

intrinsic

expertise

uniqueness

craftsmanship

Value is the dealmaker when it comes to choosing brands. Concentrate on offering value rather than low price. What is your core value as a brand? If you take away your communication and packaging, what is left?

Brands need to have a real usage value and justified per-formance. It has to deliver on functional, emotional, sen-sorial and experience dimensions which are not just marketing gimmicks. Be capable of being competitive on this purest level: quality!



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T he design boom over the last few years has been fuelled by fast-turnaround

trends and seasonal collections that ape the fashion industry. Now, design is reverting to its original premise – to create useful things that last. Home accessories brand Mater focuses on ethical criteria as well as making products that will s t a n d t h e t e s t o f t i m e . wwww.materdesign.com

Food is also reflecting this shift, as consumers take a more considered approach to the way they shop for and prepare food. Consumers are even becoming producers themsel-

ves, as increasing numbers of them turn to growing their own food: in the UK, vegetable seed sales are outstripping those of flower seeds.

In technology we spot the iida lotta, a new Japanese mobile which is focusing on the traditional pur-pose of the phone: making calls, forgoing touchscreens and compli-cated applications.

hhttp://iida.jp/english/products/ply/

Value redefined

”People are feeling the pinch, but they want the things they buy to last, and they are prepared to go up in price [for this]. They are very conscious of getting better value for money.”

Senior retail analyst at Mintel


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Corporate care

In the search of more local and valued (rather than value) purchases, consumers are increasingly keen to shop in independent stores that offer exclusive and idiosyncratic products and service that cater to their needs and counter the growing blandness of corporate retail.

Incredibly savvy and discerning when it comes to shopping (partly due to comparison-shopping behaviours online), this new, indepen-dently minded consumer spends more time than ever looking for brands and products that deliver the LATTE factor – brands and pro-ducts, that are Local, Authentic, Targeted, Transparent and Ethical.

Previously the territory of luxury brands, such services will become a necessity in the future and will affect how a store services its constitu-ency. This desire for service has already resuscitated traditional deli-very services, such as the milkman and the paper round. Organic food delivery companies such as Bio Culture (Paris), Abel & Cole (London) and Ökokiste (Berlin) bring seasonal fruits and vegetables to customers’ homes and offices. wwww.abelandcole.co.uk

In New York, the Manhattan Milk Company delivers farm-fresh, organic milk – and glass-bottled nostalgia – to city customers, while, throughout South Korea, more than 10,000 Yakult ladies (pictured above) deliver the probiotic drink to customers’ front doors.

Expertise skills

People still want to feel special, exclusive and unique at times. Having a core competence underpins one’s need to be recognized as being ahead of the pack. In response to requests from many customers a London-based barber shop Trumpers introduced one-to-one sessions, in which a barber shows a customer the best techniques to use for their skin-type, how to perfect their shave and how to avoid problems such as ingrown hairs and razor burn. wwww.trumpers.com

The Faber Academy launched the creative writing academy for aspi-ring novelists. The Nikon School has been helping photography en-thusiasts master new techniques and improve their picture-taking skills by providing clear, direct information on a wide range of techni-cal and creative topics. The Sheraton Nha Trang Hotel in Vietnam opened its purpose-built cooking school to teach guests how to make Vietnamese staples.

wwww.faber.co.uk/academy; hhttp://www.nikonusa.com/Learn--AAnd--EExplore/Nikon--SSchool/iindex.page


CONTROL

CONTROL + BRANDS – ROLE

Control plays an important role for brands if they are aimed at structu-ring people’s lives or when the focus is on health, risk manage-ment, simplifying life, prevention of pain, or control over temptation or urges. Brands that want to position themselves on Control should offer rational arguments and focus on functionality, maturity, health, puri-ty, hygiene, and less in impulsive-ness and fun.

Control is about keeping myself in check and hiding my emotions and feelings. It is not that I don’t have emotions; I just don’t want to let them out or let them be seen by others. There are times when I want to try to be as cool, calm and collec-ted as possible. There are also mo-ments when I like to be completely in control, to keep things in order, have discipline and stick to a rout-ine which feels quite comfortable and safe. This gives me a sense of stability and structure.


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T he era of post modernism has come to an end; the times when anything was allowed and everything was relative are over. With the

harsh reality of the economic recession, social unrest, technological changes, greater knowledge of health risks and ageing populations, consumers need to have more control over their lives.

Meet the AAbsolute consumer! Science, proof, biology, statistics, evidence. All of this supports the consumer in getting a firmer grip on the world, his environment and his own body and mind. The future of control will be fact and data driven. Consumers will want to know more facts about your product: its composition, effect, origin; facts and figures will need to be given as reasons to believe. Exact science will become more popular; there will be an increasing respect for scientists, prof-essors and engineers. Communication will be about facts & data and one will have to use info graphics (easy graphical depictions of these facts) to make it all more understandable. As this consumer is a risk reducing human being he will need constant feedback. It’s all getting back to statistics and aabsolute proof.

Hi-tech health monitors show that staying healthy and preventing or dealing with an illness is now easier than ever before. In June 2010 NNivea Sun iPhone application was launched to help people tan safely by informing the level of protection that one’s skin needs when being in a certain GPS position.

The future of control:

Absolutism

2008 was about simplifying life and reducing choice in order to regain control. We have moved from reduction of complexity to getting a grip on the world, the environment and our own body and mind. In 2011 consumers will become far more active in acquiring and processing informa-tion that is relevant for their own life and their own personal situation. As such we will meet a very interactive consumer. People will want to interact with databases, experts, peers, and brands if they demonstrate this evidence.



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KEYWORDS functionality

data driven marketing

science

evidence

statistics

biology

DIY health

Marketers should no longer assume that their rep-utations and longevity represent efficacy. People will need to see and hear the proof, the data, the facts behind the brand and how it really works in order to put their trust into it. Data driven marketing. As a brand you will need to interact with the consumer on a one to one basis. His personal situation is your starting point. This im-plies that brands in this area will need to embrace new technology in a fast and competent manner.



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I n times where consumers want transparency and clear evidence of ingredients and

data to maintain control over their life, data needs to be visualized in infographics. It’s very interesting to watch the data visualization field become an official function within mainstream companies. Charts and graphs can communi-cate data, but infographics turn data into information.

How easy is it now to understand the labels that try to show how much sugar, fat and salt is in our food? This Caffeine Poster shows you quickly how much of a caff-

eine “hit” (in mg) you will get after consuming a variety of different drinks. This is a clear and simple message to help differentiate the many drinks today claiming to be ‘energy’ drinks.

Info graphics

“Consumers are increasingly expected to monitor their own health.”

LifeStyle: News global.com


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Track your own health/mobile monitoring

With public health care continuing to be an issue in many societies, people feel the need to test and monitor their own health. They look for ways to ensure their own physical wellness, more and more with-out the need for a medical professional. Independent health products that assist people in taking care of themselves empower them to take their health into their own hands. Today, more medical research is being produced with healthy people in mind than ever before, high-lighting a shift in focus from treatment to prevention. Preventive treatments: healthy people seeking monitoring cholesterol and blood sugar levels and middle-aged to elderly people looking to open their arteries to check their blood flow and strengthen their circulation.

The biofeedback StressWatch allows you to track bodily functions such as your heart rate and temperature. Displaying ‘well -being waves’ on the clock face allows you to gauge how stressed you are and tells you when you need to calm down and take a deep breath. wwww.stresswatch.com

In its high-tech capsule, the vitamin-sized iPill from Philips boasts a microprocessor, power supply, drug reservoir with pump to deliver medication when and where it is needed as well as a wireless trans-mitter to maintain contact with any external medical equipment. Advantages of this include reduced dosage and side effects. wwww.research.philips.com/newscenter/

Know your code

Want to know what lies ahead? Open–source/ genome/ sequencing techniques (which means that DNA testing can be done faster and cheaper then nowadays) allows you to study how state-of-the-art scientific knowledge about human genetics applies to a scan of your own genome and to compare your information with that of others. With this information you'll be empowered to discover more about your past, present and future genetic heritage and therefore know if you might have an increased risk for heart disease or Alzheimers disease.

ddeCODEme.com is a new website where you can send in a sample and get the profs at deCODE to read your genes. You just order a set to get samples, take it and send it to their lab in Iceland. The researchers will then read your genetic code to tell you where your ancestors came from and calculate the increased genetic risk of over 17 diseases.

Dating by DNA has gained increasing interest but there are also peo-ple using these dating services to double check their DNA compatibil-ity with their existing partners. The IdentiGENE DNA paternity test is store-bought and has home convenience, letting baby mamas make sure that dad is the right one. wwww.dnatesting.com


SECURITY

SECURITY + BRANDS – ROLE

The Security need is important when brands want to profile them-selves as supporting people in relie-ving stress and tension. These are the brands and companies that fo-cus on protection and prevention against danger and harm in every-day life. These brands function as a safety net around us, our families and loved ones.

Security is about the experience of relaxation, tranquility and safety. These are the moments one feels the need to retreat and recharge. One is looking for an experience that sooths, comforts and takes away the stresses and strains of hec-tic daily life. These are the times one withdraws to a physical or mental space that is free from worry and responsibility- an almost child-like state of feeling safe and cared for.


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T he future of Security will be determined by the uncertainty people feel they face from the outside world. For many, the world is

currently not a safe place to be. The ecological crisis, the economic crisis and in many countries political instability, make a lot of people uncertain about the world in which they live.

It is not easy for consumers to know who to trust. A lot of symbols of authority in today’s society have proven to be unreliable. Information has been hid-den from people, or ugly truths about people and products have been revealed and shocked them... and thus made them feel doubtful about what they are told.

It is in this respect that TTransparency will create trust and loyalty. Trust will be driven by ‘no negative surprises’, honesty and knowing what you will get. People will seek total openness of information and facts. There is nothing to hide.

Transparency is key as consumer review sites like tripadvisor.com and cint.se are there to tell consu-mer a few home truths. Price comparison sites exist in every market to help consumers compare prices of different retailers to reassure people they have done the best deal.

The future of security:

Transparency

In 2011 we will experience an increased tension with the outside world. People now feel more in-secure than they did in 2008. In 2008 we talked about the quest for meaning and tradition by loo-king for heritage and living a downshifted lifesty-le as a result of a materialistic, fleeting and frag-mented life. People were lacking trust in themsel-ves so to speak. Nowadays there is a lack of trust in institutions, brands and services. Hence there is much more need for trust and transparency in 2011 and beyond.



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KEYWORDS sustainability

transparent

honesty

integrity

guidance

reviews

informed choice

If consumers trust you, if they have the feeling you are honest about yourself, your products, your offer, your company, they will follow you. You do not have to be perfect, nor does your company or brand. But be honest and transparent about what you are and what you have to offer and show confidence. Transparency must be me-aningful: not just publishing information, but creating a dialogue, making it possible for both parties to act upon the information and do something with it. Demonstra-tion, not just assertion, of corporate social responsibility will become a hygiene factor, no longer just nice to have.



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W e may be making energy-saving headway in the lighting indus-

try, but there are so many options hitting the market that one would never know that bulbs can still differ significantly from one an-other. Enter lighting labels. Intro-duced by the Federal Trade Com-mission, these labels seem mod-elled after nutritional labels that appear on food packaging. The labels detail facts like the bright-ness, annual cost, life expectancy, light appearance, and energy ex-pended for each bulb.. The French Europcar shows customers the carbon emissions associated with

each of its rental cars. And Wal-mart announced plans to develop a worldwide sustainable product index with 1,500 of its suppliers, associates and sustainability lead-ers. The index will establish a sin-gle source of data for evaluating the sustainability of products and eventually this evaluation will be translated into a simple rating and labeling for consumers.

Footprints & labels

”Reviewing is the new advertising. … In this case, the need is for trusted advice and recommendations—for feeling in control, for knowing the facts, for avoiding mistakes and disappointments—in order to make that

perfect purchase.”

Trendwatching.com


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Informed choice

According to Trendwatching.com “no longer can incompetence, be-low-par performance, ignored global standards, anti-social & anti-eco behavior or opaque pricing be obscured. In its place has come a trans-parent, fully informed marketplace, where producers have no excuse left to underperform. Transparency tyranny for some, triumph for others.”

The connected consumer and new digital technology makes it harder and in many cases easier to be a brand. Customer enquiries sent to General Motors are to be answered, on the car manufacturer’s websi-te, through online video posts featuring the company’s top man. The CEO appears willing to address key issues, including questions on future profitability and the viability of a mass-produced electric car. UK bank First Direct has launched a new website that aggregates comments about the brand from social media sites. First for the ban-king industry, this site, with its stream of uncensored customer feed-back, could go some way to restoring consumer trust in the sector. wwww.live.firstdirect.com

Taking this a step further, ‘What goes around, comes around’ is the philosophy behind a new social media site that enables consumers to rate brands. Brandkarma in Australia is designed to bring together consumers so they can learn and share important information about how brands behave. The goal is to make brand owners more account-able to all their stakeholders – customers, employees, suppliers, investors and the planet. wwww.brandkarma.com

No surprises

Consumers are overwhelmed by new products, treatments and dev-ices launched almost every day. They are left with a complexity of excess choice and decisions that need to be made. It becomes hard for the consumer to separate the wheat from the chaff in terms of which are the most interesting and relevant products to use. This excess of choices evokes a feeling of insecurity and uncertainty and a clear need for guidance. The need for curators telling people what to buy, hel-ping them make the ‘right’ decision, explaining how to apply pro-ducts has never been bigger. Consumers are looking for guidance and support.

The ‘Tryvertising’ sample stores pop up in diverse regions across the globe: Tokyo, Shanghai, San Diego, Barcelona and São Paulo. Consu-mers are offered an assortment of new products to take home and try before they become available on the shelves in return of their feed-back. wwww.clubeamostragratis.com.br; wwww.sampleu.com

A French wine retailer has launched a line of samples in test tubes. Part of an attempt by the wine industry to attract younger consumers, WineSide aims to help people to try before they buy, especially for more expensive bottles. wwww.wineside.fr


BELONGING

BELONGING + BRANDS – ROLE

Brands that want to tap into this need of Belonging should focus on support, empathy, care giving and true, deep friendships. They should position themselves as familiar and appealing to a broader audience and tap into those feelings that people get when they feel warm, included and accepted by the people or tribe they are with.

Belonging is all about being sur-rounded by people who accept me as I am, as an equal and who make me feel welcome. Belonging is about the need to be part of society or a group we really feel part of. Part of this is linked to following norms and traditions just because we are part of that culture or group. It is about togetherness, brother-hood, camaraderie, taking care of others, being take care of by others, and doing and feeling good.


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A fter years of having hundreds of Facebook friends and other large online social net-works we will see a revival of close family

and close friendships. People will increasingly value true & honest relationships where there is love, care and safety. There will be a macro world & a micro world. The macro world is a big village that we know through the web, social networks, multi-media or travel. But as a counter reaction to the rise of the ‘digital native’, people want to have an authentic experience – their micro world - that can only be enjoyed face to face, via a cclose connection. The need to retreat to a small, nearby, personal world, a world that is safe and well-known, yet still open and invi-ting.

People will continue to invest more time & money in their home and it will become a place where everybody they love is welcome, a place for face-to-face contact and celebration of life. The current revi-val of board games taps into this trend. And so does ‘home-dulgence’. This can be a way of reinforcing family relationships, exercising your creativity, prac-ticing eco-friendly living and relax, leaving the rat race behind.

The future of belonging:

Close connection

Compared to 2008 we will see much more empha-sis on personal relationships. People will increa-singly value those true & honest personal relat-ionships. In 2008 we talked about cocooning and about the importance of local places and local traditions. Now in 2011 the nature of cocooning is different. It’s not the protective, closed -in co-cooning but more about creating ‘an open nest’. This is largely a result of the internet and all the home entertainment devices now available to make the people want to stay at home more than ever.



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KEYWORDS reconnection

closeness

homemade

sharing

precious moments

local

connected homes

Delivering a true sense of belonging is a key way to engage the consumer. Providing solutions that help to create that warm, yet open nest. Exploring opportunities in creating products and services that help people bond is key. Genuinely facilitating meeting places or helping to create the right ambiance can be a means to achieve that real generosity. The focus here is on being helpful. Building a circle of trust by being more involved with your consumers than just a brand that sells products and/or services. Be true and be generous to your custo-mers as well as to your employees. Show people that you genuinely care.



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W e are likely to see a r e v i v a l o f o l d -fashioned cooking

equipment given a modern make-over. And expect to see a rebound for fine food and quality drinks as a way to show your friends a welco-ming home. In France, the sales of bread makers are soaring.

Cuisinart has updated the pressure cooker, offering a brushed stainless-steel version that cooks up to 70% faster than conventional pots do. The Kalamazoo outdoor pizza oven has a wood tray to give that authen-tic Italian pizza taste. Home made w i t h a h i - t e c h t o u c h .

wwww.kalam azoogourmet.com/ppizza_oven.php

‘Home made’ goes beyond meal preparation. We are seeing home-produced electricity or water (recycling rainwater) and a con-tinuing increase in home-produced fruits and vegetables.

Based in New Zealand, Ooooby, short for Out Of Our Own Back Yard, is a social networking com-munity dedicated to connecting local food producers and con-sumers for trade, networking, and s h a r i n g i d e a s .. hh t t p : / /oooooby.ning.com/

Made at home

“Staying in demands that the home environment is one you really want to spend time in.”

The Future Laboratory


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The entertaining home

Nowadays the concept of the “Living room” has changed. ‘Homedulgence’ – indulging ourselves at home – is the next big thing. That doesn’t just mean ‘not going out’ and it’s more than simple co-cooning. Homedulgence entails making the most of the entertain-ment opportunities that you already have at home, as well as max-imising the possibilities for making your home the focus of your leisure life. The real change is that whereas nowadays communica-tion tech is mostly limited to a personal physical space, it will become a shared experience where people will enjoy time together while communicating and interacting with each other over the net.

Movie theatre experiences are integrated into coffee tables, showers, beds, sofas or separate rooms to create that ultimately relaxing enter-tainment experience where family and friends can gather and share movies, games, or chat with each other. This enables different genera-tions in different locations to always be connected and share a pre-cious moment at anytime.wwww.ubergizmo.com; hhttp://hi--ccan.com/

Readeo offers parents a way to remotely participate in story time. It integrates digitized picture books with webcam communication, allowing adults and children to share stories while seeing and inter-acting with each other even when being abroad for business. wwww.readeo.com

Local rules

The home is also a meeting place, where one can embrace communi-ty. This fits well with a resilient, if thrift- and green-tinged consumer interest in things local. There's a sense of pulling inwards in neigh-bourhoods as consumers are reducing their radius. At the same time, the internet and social media can turn anyone into an activist in the big, 'real world'.

However, big brands will be forced to engage with local culture if they want to prosper. Waitrose, a premium supermarket in the UK, stocks their own 100% British dairy products, and customers will be able to trace its provenance from farm to fridge.

The issue of local production is particularly significant in the US. Because the country is so large, beer from other regions often seems like it is imported. The need is to be global in reach, but local in out-look. Hence Red Brick beer is going local with its packaging, featuring southern US-inspired industrial graphics and taglines on the labels which highlight its local focus in an amusing way, such as ‘Beer from around here’ and ‘When you buy New England beer you’re just giving more money to the Queen’. wwww.redbrickbrewing.com


CONVIVIALITY

CONVIVIALITY + BRANDS – ROLE

The Conviviality dimension is important for brands which try to position themselves as enhancers of friendships, as social brands which help bring people together, and brands which are open, inclusive, and seeking to reflect shared pleas-ures. It is important for brands which seek to support collaboration with their customers.

Conviviality is all about wanting to be connected with other people. For me, meeting people is a joy. I love having good times with good friends and loved ones. Interacting and sharing experiences means let-ting go of any differences we might have. It is about opening up emot-ionally, being romantic or allowing others to be part of your life – on or offline.


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P eople have busy, complex lives. Daily life is full of different activities and people use a myriad of devices which do not always

work as well together as they might. People are more and more confronted with interruptions, and a gene-ral lack of continuity when carrying out their va-rious tasks. This creates a feeling of disharmony and restlessness. They will therefore look for those pro-ducts and brands that fit their lifestyle and enable a more seamless way of living. One flow of life that is harmonious with minimum disruption. One of the key drivers of the Conviviality motivation is finding harmony, balance and equilibrium.

The key concept to tap into this need is SSeamless-nness. People will increasingly seek solutions and brands that help them to combine the best of their many worlds as a way to ease life and to achieve more balance.

As an example one can think of integrated techno-logy such as TriSpecs. Your sunglasses with built-in Bluetooth wireless headphones for your MP3player and cell phone, built-in volume and voice control as a way to fit seamlessly into a dynamic lifestyle.

The future of conviviality:

Seamlessness

In 2008 we were talking about always on-line and social media. This all has become a fact, a way of life for most of us. This on-line life is one of the reasons that we all lead very busy lives with diffe-rent networks, tools and devices. However, it is when these ‘sub -lives’ are not harmonious that we start to get the feeling of being ‘fragmented’, disjointed and generally ineffective. In 2011 we will see a new evolution emerging as a result of this increasingly fragmented life we lead: the need for seamlessness.



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KEYWORDS integration

harmony

carefree

streamlined

multifunctional

wireless

interactivity

Seamless. As a brand you have a great opportunity to develop cross-business solutions combining different devices. Brands will need to stop thinking in silos and bring together the best of the products they have to offer to the best of the world the consumers demand. Brands will need to be ‘open -sourced’, i.e. willing and capable to align and interact with other brands and the devices people use. How can your brand help to ease people’s life and bring more harmony?



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W ith living spaces get-ting smaller and the need to make life sim-

pler, faster and more efficient Elec-trolux Futuristic Dining Table concept is a one piece of furniture that allows you to cook, eat and clean in one place. The appliances integrated include a mini-dishwasher, toaster, coffee machine, boiling kettle, cold water, a freezer, mini-microwave and cutlery holder.

The top layer of the table is a touch display screen, allowing access to the internet. It displays daily press (newspaper, magazines), allows

search for recipes and enables com-munications. The table top display can be changed to accommodate soothing views or even fun games. All convenience devices to create that right ambiance of together-ness. wwww.electrolux.com

Another good example of a tech savvy hybrid is the Powermat. This lets you charge your iPhone, Black-berry, Nintendo DS, and most other gadgets on the same mat. One mat, one plug. wwww.powermat.com

Tech savvy hybrids

”….More and more people are realising that there is a compromise between the demands of a busy career and a healthy home life.”

The Sunday Times


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Multifunctional

We are all familiar with the multitude of iPod and iPhone docking stations that allow us to listen to tunes comfortably at home, but picture not needing to buy a dock for every room. This can be made possible with iPod and iPhone furniture. Beds, kitchen appliances, televisions and even pianos are all being made with built-in docking stations. The hi-Sun is a towel with integrated (removable) speakers and can be transformed into a backpack when it needs putting away or storing.

The Flux chair design fits seamlessly into consumers’ flexible life-styles. It transforms from an ultra-slim, lightweight carrying case into an elegant and stylish lounge chair in seconds. The single piece of stain-proof polypropylene is dyed through, making it ideal for indoor or outdoor use. Easy to stack and store, the chair can save valuable space anywhere from the city apartment or office to a camping or beach trip. When folded, the chair can easily be sent in the post, dra-matically reducing CO2 emissions when transported in bulk. wwww.fluxchairs.com

Scala Bio-Fir leggings are hailed as the latest tool for a woman’s arsenal in the battle of the bulge: tights that fight cellulite. The leg-gings are outfitted with crystals that, when they come in contact with the skin, emit infrared rays. Such rays increase the body’s metabo-lism, which speeds the process of fat breakdown in the body.

Eco-seamless

The trend towards making one’s life more green and opting for more sustainable products has been on the radar for a long time already – to the point where in many markets it is now a cost of entry rather than a differentiator. And with this race for inventing green solutions which optimize everyone’s carbon footprint, t he nPower Personal Energy Generator harvests one of the biggest energy hogs on earth – YOU! Place the device into your bag or briefcase, plug in your cell phone, GPS, or iPod, and let your kinetic energy power up your gad-gets while you walk. You can get an 80% charge in one hour through your own energy alone. wwww.npowerpeg.com

As an innovative seamless solution to maximizing small-space living, the Indian designer Vardhan created the Alternative Clothes Cleaner, a comfy living room chair that can also be used as a comfortable and stylish seat when it is not doing the washing. It is eco-friendly because it requires no detergent or the use of water. Instead, there is a pressure washer style system inside which uses ionized air, eliminating the need for a dryer as well.


ENJOYMENT

Enjoyment is all about maximizing the pleasure I get out of life and en-joying myself without worrying about the consequences. I go a little crazy, overindulge myself and lose all inhibitions. I am spontaneous, follow my instincts and live for the moment. The purpose of consump-tion is abundance and enjoyment. It is impulsive and sometimes excess-ive or even manic.

ENJOYMENT + BRANDS – ROLE

The Enjoyment dimension is import-ant for brands which wish to posit-ion themselves as hedonistic and pleasure-seeking (or giving); and for brands which will position them-selves in the space of sensuality, sexuality and sensory enjoyment


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T he omnipresence of technology and internet access has meant that people no longer have to wait to get what they want. This also means

that there will be more ‘ rreal--ttime’ decision making by consumers.

The future of enjoyment will be about real-time or - ‘live experiences’. ‘Live’ because the brand experience now needs to function like a show, an event or multi-club experience so that its essence cannot be copied in any way.

The growth of Twitter, Foursquare and FriendFeed, which allow you to engage with and comment on an ever uploading world in live time, is now making the live component of a brand compulsory. Meanwhile JetBlue, Starbucks and Dell already offer consumers live channels on which to converse directly with the brands. www.starbucks.com/live

One can also easily imagine that technology facilitates real breakthrough solutions in the area of customer relationship management. Review site YYelp (www.yelp.com) boasts the first iPhone app with aug-mented reality. Users can put their iPhone camera in front of a restaurant, spa, shop or a nightlife venue with Yelp’s reviews then overlaying their real -time ex-perience views.

The future of enjoyment:

Real time

In 2008 we saw that consumers were expecting at some point during the day enjoyment and pleas-ure in all aspects of their lives. In 2011 and bey-ond consumers will take this one step further and will expect those pleasures ‘real time’ when they are ‘in the moment’. Whether you are at home or on the go, you want gratification now and a brand just needs to be there when you want it.



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KEYWORDS live experiences

entertain me

here and now

pop-up

temporary

surprise

in the moment

Real-time branding: ‘Real time’ because consumers are now expecting brands to respond to their needs as soon as the ‘send’ or ‘post’ key has been pressed. It’s all about now. In the moment, no planning. Instant gratification. The consumer wants to fulfill his needs right on the spot. This implies a real challenge for brands. Are you ready to communicate with your consumers, right at that moment that they might be loo-king for you?

As a brand you have to offer consumers live channels on which to converse directly with you and you have to have of-fers and propositions worked-out for all possible consumer contexts and whereabouts.



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W hen you’re thirsty for a Coke, you go to the nearby vending ma-

chine and get your drink. Today, you can get much more than just the usual carbonated drink from the vending machine. Entre-preneurs are selling mobile phones, umbrellas and hair straighteners through the ubiqui-tous vending machine. UK com-pany ‘Afterheels’ is installing vend-ing machines with ‘comfortable flats’ in nightclubs targeted at young females for when heeled s h o e s s t a r t t o h u r t . wwww.afterheels.com

At both their Miami and Los Ange-les locations, the Standard Hotel will be setting up some pretty inno-vative vending machines. Just in case your bathing suit is some-where in that suitcase that went astray, there will be vending ma-chines that sell Quicksilver board shorts, sunglasses and bikinis, so you can get your surf on regardless of a lack of luggage. And the fra-grance retailer Sephora has started to sell fragrance via vending ma-chines in the Paris Metro.

I want it here & I want it now

“Mobile augmented reality becomes the new band wagon.”

Founding Director of SMLxtralarge


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Pop up retail

‘As we download all the products that can be downloaded, and have delivered to the home all brands that can be delivered to the home, bricks-and-mortar brands, especially, will have to reconsider the noti-ons of ‘live’ and ‘experience’,’ Savigar of the Future Laboratory says. The idea of following your customers around and offering them their favourite clubs, spa, shops or hotel at festivals or holiday destinations may be ready to arrive in force.

The online tea retailer Matcha Source has opened Matcha Box, a pop-up promotional store in NYC that offers Japanese green tea. The Kipling bags designed by Peter Pilotto were launched in a pop-up conceptstore in Antwerp, Belgium a week earlier then the inter-national launch. The concept of Brandnew Stores in the Netherlands provides venues in top locations offering an experiential area and service where you can invite and immerse existing and new custom-ers into your brand. It’s a sort of interactive billboard. wwww.brandnewstores.com

In July 2010, London's Starlite Urban Drive-In featured a full-sized, outdoor screen along with 25 pre-parked new Volvo cars, ready for patrons' viewing, reminiscing and snacking pleasure. Tickets to the events sold out in two minutes, causing its creators to begin planning a nationwide expansion of the theatre.

wwww.starliteurbandrivein.co.uk

Real time info

The growth of mobile internet, fuelled by smart phone uptake, gives people the ability to converse, be informed and be entertained any-time and anywhere they want. In this respect apps tap very well into this need to be amused and get constant feedback and info anytime, anywhere.

Opinionaided is a platform that allows users to get opinions in real-time from friends, family and the public. Opinionaided's free iPhone app has been available since June 2010. wwww.beopinionaided.com

With the obvious difficulty of finding parking spots these days, the Android Open Spot app hopes to fix this time-wasting dilemma. Whenever someone has marked a spot using the app, they can indi-cate when they are leaving and let others know that the parking spot is open. So, the more people using this application, the easier it is to know where you’d have better luck finding a parking spot. Veuve Clicquot introduced the ‘app-cessory’ of the season in May 2010. Users are able to find out about events such as the iTunes festival, art shows, book festivals and vintage parties and all are linked to an iCal on the iPhone. And at the Veuve Clicquot Gold Cup polo event, the app will make sure there is a champagne glass waiting for people when they arrive, via a GPS-assisted concierge service.


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HERMAN TOCH

VERONIQUE VERELLEN

The Synovate Censydiam Team Please contact us for any questions or consumer insight and research needs

SUE PHILLIPS

MARKETING CONSULTANT SYNOVATE CENSYDIAM [email protected]

INTERNATIONAL DEVELOPMENT CONSULTANT [email protected]

CEO SYNOVATE CENSYDIAM [email protected]


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MY NOTES AND IDEAS


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MY NOTES AND IDEAS


Synovate Censydiam s Consumer Trends 2011 2012

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