trendwatching.com's 5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014

trendwatching.com’s
December 2013 South & Central America Trend Bulletin

5 CRUCIAL SOUTH & CENTRAL
AMERICAN CONSUMER
TRENDS FOR 2014
trendwatching.com/southcentralamerica/trends/5trends2014

1. STATUS SMARTS
Smart is the new status symbol.

2. CIVICSUMERS

People-powered change: one city at a time.

3. BITTER TRUTHS

Why consumers will welcome facing reality. However ugly.

4. PROTECTIVE TECH

Why in 2014, brands should protect and serve.

5. LIFE: ON DEMAND
2014: year of the time savior.

www.trendwatching.com/southcentralamerica

5 CRUCIAL SOUTH & CENTRAL AMERICAN CONSUMER TRENDS FOR 2014

2

This is just a short extract.
Read the FULL Trend Bulletin
(for free!)
www.trendwatching.com/southcentralamerica/trends/5trends2014/



3

1
STATUS SMARTS
Smart is the new status symbol.

The online world has made information abundant;
savvy entrepreneurs are the new rock stars; the
new, better-educated middle classes are seeking
continued personal development and fulfillment. In
2014, rising numbers of South & Central American
consumers will embrace brands that assist them in
their thirst for smarts.



4

Burger King & Alfaguara
Books replace toys in kids’ menu



5

Easy Taxi
Cab firm turns taxis into traveling libraries



6

SocialLab: Puentek Bus
Mobile innovation lab brings 3D printing to
young people across Latin America


7

Red Balloon: Celebrity Grammar
Cops
Language school students teach English to
celebrities through Twitter


8

South & Central America includes six out
of the top 10 countries where consumers
say they are more willing to buy products
and services from companies that
support education (Colombia: 90%, Brazil
& Venezuela: 88%, Peru: 87%, Chile 83%).
- Nielsen, September 2013



9

CNA
Language school offers online English
course via supermarkets


10

2
CIVICSUMERS

People-powered change: one city at
a time.
In 2014, urban consumers will agitate for and look
to effect change. Fueling this trend in 2014? Social
media. Far from being a trivial distraction, the region’s
frustrated CITYSUMERS will turn to social media to
accelerate their demands.



11

Benefeitoria: Rio+
Crowdsourcing platform implements ideas
for urban improvement


12

Post Fumaça Preta
Citizen-created app allows users to
denounce polluting vehicles


13

MVS Television: ‘Los Supercivicos’
TV comedy confronts bad urban practices
in Mexico City


14

Imagina na Copa: Coque (R)Existe
Media education empowers Recife
residents to fight exploitation


15

100 en 1 día: Santiago
100+ citizen initiatives enacted in 1 day to
enhance life in Chilean capital


16

89% of Brazilians use social media
to engage with companies around
their CSR initiatives.
- Cone, July 2013



17

Antofagasta: Malon Urbano
Event brings Chilean residents together to
discuss urban issues


18

3
BITTER TRUTHS
Why consumers will welcome
facing reality. However ugly.

In 2014, increasing transparency brings awareness
of social issues to ever more consumers. One result?
More consumers will look to brands to move beyond
gentle, soft (read: avoidable and weak) campaigns
and launch unexpected, jarring, risky initiatives that
grab their attention and (better yet) demand action.



19

Teto: Invisigram
Celebrities donate Instagram accounts to
highlight poverty in Brazil


20

BRMalls & Social Solidarity Fund
‘The Empty Shop’



21

82% of consumers in Latin America
believe that companies should be
involved in improving people’s wellbeing and quality of life, yet only 46%
think brands work hard to do so.
- Havas, July 2013



22

Domund
Supermarket shoppers confront food
poverty in Peru


23

4
PROTECTIVE TECH
Why in 2014, brands should protect
and serve.

With safety and personal risk – both online and offline
– remaining a core concern for many consumers,
brands looking for a focus for their technology
innovation in 2014 should start by targeting threats to
personal safety, in whatever form.



24

Assegurar Te Consultoria
‘Panic Button’ for Argentinean women at
risk of domestic violence


25

70% in South & Central America
agree that the world is ‘increasingly
hostile and uncertain’, versus 66%
globally; including 83% in Argentina
and 74% in Mexico.
- Futures Company, November 2012



26

Mexico Police Department: PF Móvil
App connects Mexicans directly with local
road safety authorities


27

Alerta Hogar Mujer
App against domestic violence



28

La Polar
Pay with your fingerprint



29

Banco do Brasil
Piloting biometric ATMs



30

5
LIFE: ON DEMAND
2014: year of the time savior

One result of the maturing South & Central American
consumer arenas? In 2014, convenience will be front
and center as busy urban consumers increasingly
expect LIFE: ON DEMAND. Think products and
services in hyper-convenient formats, instantly
accessible, easy-to-navigate channels, and most of
all a relentless sense of control and achievement.



31

Skipo
App waits for users on customer service
calls


32

56%

The number of convenience stores
in Mexico increased 56% in the five
years to 2012, to 12,720 units.
- Euromonitor, May 2013



33

Tidy
Gym kit rental service in Mexico


34

Reservagas
Reserve shopping mall parking space
in advance


35

Limelocker
Drop off dirty clothes in a locker


36

Pão To Go
Brazilian bakery opens drive-through
stores


37

This is just a short extract.
Read the FULL Trend Bulletin
(for free!)
www.trendwatching.com/southcentralamerica/trends/5trends2014/



38

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