MACRO Trends analysis in a marketing and brand environment FLUX takes holistic view of trends / psychology of trends Social interaction wrt technology, media, politics, entertainment, etc How it changes the way we relate to each other, and therefore do business See what state we’re in
Voice mail (home/ cell / work) - forces us to multitask = att spans Not only current affairs, but advertising, but esp spam - celebrities, etc Harder to focus / explore / discern
UN report cultural convergence/ today 50% live in cities - 60% by 2030 Assimilation means brands can’t follow blanket categorization but urban sub-cultures Smart phones /cheaper and more advanced / Skype & mixit 2005 - 1.2billion email accounts In Africa cell phones 8 million in 2001 to 100 million in 2006 What human cost? Less clarity, less thinking through
Rising impatience - people used to having things at fingertips Weekly magazines / lowest common denominator Consumers don’t explore, they wait for people to find them / sense of entitlement Pre-paid lifestyles and the rise of fake brand industry Disposable is both emotional and physical
Combo of how well known and how well liked Music allure / sport allure / the plastic dream team Why do I know about Britney? Podcasts / blogging / reality TV - everyone 15 mins of fame / devalued
Over saturation leads to mental shut down, or emotional wasteland 57 channels but nothing on See everything but no passion for anything Gems buried in quagmire /but habit of glossing over
information overload - People need stimulation to evolve - we have gone into overdrive so people have become bored Quote: once brain exposed to something several times it looks for new stimuli Paradox of choice quote: The Paradox of Choice , author r Barry argues that more is actually less. Having too many choices “… can make you question the decisions you make before you even make them, it can set you up for unrealistically high expectations, and it can make you blame yourself for any and all failures. In the long run, this can lead to decision-making paralysis, anxiety, and perpetual stress. " Barry also writes, “… in particular, increased choice among goods and services may contribute little or nothing to the kind of freedom that counts. Indeed, it may impair freedom by taking time and energy we’d be better off devoting to other matters. ” Avoid making decisions - loss of customer
Different types of panic, but both panic
Panic = peer pressure / need to be on cutting edge / cool factor Generally younger, but not exclusively Always looking for next fix / little brand loyalty Transient also = fickle
Simply vodacom/ real simple Generally older / more of history with brands / more generous with loyalty Downside - less ready to experiment / shift mindset Another market segment you need to deal with differently
Image choices (progressive accessories) vs value based choice (still doing things old style) No time to learn technology, but can use veneer SA/ BEE consumer - social dabbler - has become a social brand
Quote re: supermarket study on jams / 24 variety = 3% / 6 varieties = 30% sales Indicates consumers like to be informed, but don’t cross line of becoming emotionally involved Don’t rock my world (too much) - need sense of security
Seeking out specialists, and then making choice within those boundaries / more credibility Melrose arch / World wear / design quarter - specialist illusion More authentic, more varied experiences, NB - LESS PRESSURE
Traditional profiling - turned on its head Blanket assumptions don’t work (urbanization ref) Easier to profile youth but older chose aspects of brands to make up ID Jigsaw puzzle - very real challenge
The search for niche products brings the search for niche identity Different in youth, where sense of belonging comes with peer acceptance - tweens 10 to 14 But entering job market is where growing need to be individual Rejection of globalization & mass production Distressed denims - EG
People don’t trust something too smooth - perfection breeds suspicion NB in décor: antiques / rustic imagery / tactile textures DOVE campaign - using real women Irony = heat mag, etc : shows imperfections / makes celebs more real
Bono/levis red campaign Biodegradable fabrics / non sweat shop origin Backlash against China SA scenario where international brands must first be translated into contemporary Again: need to speak to very specific customer
A 21st century dilemma - age of Aquarius Youth groups (20’s) sense of community / volunteer Dharmas vs dramas - rollercoaster ride Celebrities focusing on the 3rd world / adopting babies, etc Seeking balance.
Faith popcorn = Cocooning / predicted it as choice, but now necessity Business: slow cooking/ thought - brainstorm / good ideas only when focused Opting out - karoo /search for personal fulfillment - again, IDENTITY
The impact: value based obsession - heritage, provenance, authenticity Easier to focus, and them revel in that focus, or single mindedness Kate Moss - supermodel icon - vintage shopper = cool / her quest for authenticity Designers throw clothes, but mercenary motives, not her style
Backlash is sussed.niche choosers and collectors Harder and harder to profile for a brand/ marketing profile Eg; EDGARS example I define the product, the product doesn’t define me Jigsaw puzzle / complex societies / value systems changing Don’t pigeon hole / don’t assume Turkish market - leather goods stores Backlash: reverse psychology - don’t hassle me / don’t paralyze me I’ll make a choice,but in my time & on my terms.
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