2. Recapping Sense & Sensibility 2012-2013
Trust
Openness
Doubt
Control
Feelings &
words matter
Facts & thoughts
matter
Crisis, of any
kind
Prosperity
The change of paradigm
3. Consumer changes during Sense period
SENSE stimulates a heavy search for pragmatic solutions to life. search
for what makes more sense to me
A good idea depends very much on facts. You must deliver what you
promised, most often better than promised in words. Walk the talk
Brands are subordinated to consumers. Consumers make more
instrumental use of the brands
Back to roots, to protect the basis. Stick to what is the most
familiar to you
4. What comes next?
Enjoy
Freeze
Introspection Outrospection
SENSIBILITY SENSE
Open up
EMPATHY
We are now
entering a new
era of consumer
interaction &
engagement
New rules are
being written right
now
5.
6. Empathy requires
Perspective thinking: understand the perspective of another person
Staying out of judgment: recognizing emotions in other people and
communicate on these
Feeling together with people: interaction and connection, not just
observation from the top of things
7. Everything is under reconstruction
New rules are written right now, as we speak
If we do not open up, go outside our self and interact, we might arrive too late
If focusing too much on introspection we might miss the power of outrospection
8. Outrospection
Knowing yourself by stepping outside your self
-Challenge our own rules
-Meet new people, look what they do, understand their lives
-Share experiences
9. The new consumer era is mainly
CONVERSATIONAL EXPERENTIAL
Listen
Understand
Bond
Discover
Challenge
Self development
RetailDigital
11. The new consumer: a more relaxed, adapted, never surprised, but highly
demanding consumer
We are living Adult times
Return to ME through outrospection (what’s in it for me from what it fits me?)
12. 12
Collective
Defensive
Low esteem / low
national pride
Sensitive,
vulnerable
Typical
Romanian
Features
Trendterritories
Base: 1000
* Based on Unlock Research conducted study on Romanian Values (2012)
Quantitative Cultural Shifts Survey: 2012 – 2013
13. 13
Trends declinations in 2013-2014
Pragmatism
(management of
resources)
Defining words / needsMain Theme Consumer trends
Empowered consumer
Minimizing waste
Planned indulgence and the reinvention of the functional
Resourcefulness &
Responsibility
Smart is cool
Self-orientation
Recognition of self, a
feeling of worthiness &
well being
Nationalism/ re-
rooting
A feeling of comfort,
stability and even pride
Experience
Curiosity and
advancement, up-grade
The cosmopolitan consumer
Quest for authenticity
Eyes open, wallet closed
Product aesthetics
New is the new norm
DYI/ day-to-day food artist
(Multi) Sensoriality
Life stylistic brands not just category brands
Brands fuelling change
Recovering traditions / cultural ID
Return to nature / provenance
2
1
3
4
5
7
6
8
9
10
11
12
13
14
14. Trend teasing
The premiumization of private
labels & small producers
Increasing belief that private
labels can be as good as big
brands
Examples : High presence
of 365 & Gusturi Romanesti
1
Humanizing the face of retail
Ensures better traceability of
food and provides buyers with
emotional comfort
Examples: Brutaria din Sat, Petru
Covrigarie, Mierea Mos Costache, De la
Ferma Branza de Burduf.
2
Versatility
Basic products that can be used in multiple
ways in order to save time & money (chicken,
simple yogurt)
Recycling food
Examples: Buying a bigger quantity of
minced meat and making 3 types of food
from it
3
15. Trend teasing
Simplicity reinvented
Build / rebuild products with minimum /
existing resources
Make a lot of use of creativity
Examples: lots of shows and media investment
on how it’s made
DYI as therapy and way of reinventing yourself
4
The value of experience
Brand connection is done through brand actions
Examples: Participating in food fairs so as a
way to totally immerse into the “taste, smell,
touch, see” food experience
5
Attention to health and physical integrity as a WAY OF
LIVING
Women resort to the advice of nutritionists and start
applying on a daily basis the recommended principles
Brands that talk of a way of living than just products
– “Abdomen plat” from Fitness
Breakfast rules for Cappy or Belvita etc.
6
