001 002 003 004 005 006 007 009 008 010 011 012 013 014 14 TRENDS FOR 2014

001

002

003

004

005

006

007 009

008

010

011

012

013

014

14 TRENDS FOR

2014

001

002

003

004 007

012

013

014

LETTER FROM THE CONTRIBUTORS

Welcome to Resolution Sense 14 trends for 2014We hope you find it inspiring and enjoyable to read. Our objective is to give you a summary of the biggest 2014 trends that will be affecting consumers, retailers and media channels keeping you abreast of cultural developments and helping you to identify new communication opportunities. We went further to give you a point of view of what the main hopes and concerns are for three of our key target audiences – Millenials, Mums and Silver Shoppers.

You will find this Resolution Sense report divided into two parts, 14 trends for 2014 followed by target audience deep dives.

We hope enjoy the read and please feel free to contact any of the contributors with questions.

001

002

003

004 007

011

012

013

014HOW TO USE THIS REPORT

HOW TO USE THIS REPORTTHIS IS AN INTERACTIVE REPORT AND IS BEST NAVIGATED USING A MOUSE.It starts with a Table of Contents where you can jump to any topic of interest and has return buttons throughout. There are also many more information opportunities where you can click or hover your mouse to find out more.

001

002

003

004 007

011

012

013

014CONTENTS

CONTENTSEXECUTIVE SUMMARY

INTRODUCTION TO KEY TARGET AUDIENCES

14 TRENDS FOR 2014

TRENDS AMONGST KEY TARGET AUDIENCES

THE CHANGING ROLE OF ADVERTISING

CONTACT

001

012 014

EXECUTIVE SUMMARY Projections & Trends

THE WORLD, AND THE CONSUMER’S ATTITUDES AND HABITS WITHIN IT, IS CHANGING RAPIDLY. While the economic crisis still continues to influence spending behaviour, it also means that consumers now have a more conscious approach to purchasing and intelligent shopping and tight budgeting have become an intrinsic part of modern consumer behaviour - with some even claiming that they enjoy it.

EXECUTIVE SUMMARY

WHILE CHEAPER ALTERNATIVES HAVE BECOME A LIFESTYLE PRIORITY FOR MANY, THIS DOES NOT NECESSARILY MEAN PRODUCTS AT CHEAPER PRICES.Instead there is a demand for products that offer a new or further meaning of value such as convenience, quality and experiences. Luxury has evidently become more democratised and we have seen many examples of this through the application of luxury aesthetics to everyday goods. Experiential exclusivity is also on the rise as consumers want exclusive experiences, providing deeper brand involvement.


14 TRENDS FOR 2014TRENDS AMONGST

KEY TARGET AUDIENCES

THE CHANGING ROLE OF

ADVERTISINGCONTACT

EXECUTIVE SUMMARY

001

012 014EXECUTIVE SUMMARY


THE WORLD, AND CONSUMER ATTITUDES AND HABITS WITHIN IT, IS CHANGING RAPIDLY.While the economic crisis still continues to influence spending behaviour, it also means that consumers now have a more conscious approach to purchasing and intelligent shopping and tight budgeting have become an intrinsic part of modern consumer behaviour - with some even claiming that they enjoy it.

WHILE CHEAPER ALTERNATIVES HAVE BECOME A LIFESTYLE PRIORITY FOR MANY, THIS DOES NOT NECESSARILY MEAN PRODUCTS AT CHEAPER PRICES.Instead there is a demand for products that offer a new or further meaning of value such as convenience, quality and experiences. Luxury has evidently become more democratised and we have seen many examples of this through the application of luxury aesthetics to everyday goods. Experiential exclusivity is also on the rise as consumers want exclusive experiences, providing deeper brand involvement.





ADVERTISINGCONTACT

EXECUTIVE SUMMARY

CONTACT

001



THERE HAS BEEN A RISE IN ENTREPRENEURIAL SPIRIT ESPECIALLY AMONGST THE MILLENNIAL GENERATION, WITH THE CONTINUED DRIVE OF PERSONAL AMBITIONS FOR BOTH FINANCIAL AND EDUCATIONAL REWARD. The rise of pop-ups and street food vendors, being one example. Permaculture, which highlights concerns about where and how things are sourced is also on the rise across many categories from clothing to coffee. Many brands are offering a more transparent, altruistic approach to all areas of their businesses.

LIKE MANY AREAS THAT ARE BECOMING DISRUPTED AND FALLING UNDER THE INTERNET OF THINGS, RETAIL IS ALSO UNDERGOING A MOMENTOUS SHIFT. With multiple new ways open not only to buy, but also to browse, “omni-shopping” across both online and offline channels is changing the retail environment by providing consumers with a more experiential shopping experience. Smartphones are also becoming indispensable pocket-shopping assistants and helping to connect the physical and digital retail worlds even further.





ADVERTISING

EXECUTIVE SUMMARY

CONTACT

001



SIMULTANEOUS MEDIA CONSUMPTION AND MULTI-SCREENING ARE PROVIDING NEW OPPORTUNITIES TO EXTEND CONTENT BEYOND TRADITIONAL ADVERTISING CHANNELS. The plethora of available devices are contributing to enriched viewing experiences, augmenting TV’s social nature and extending the watercooler effect to fit the online space. Brands are, therefore, having to adapt their story to fit multiple screens.





ADVERTISING

EXECUTIVE SUMMARY

CONTACT

001

012 014

IMPLICATIONS FOR BRANDS

INTRODUCTION TO KEY TARGET

AUDIENCES14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

CONTACT

001

012 014

Looking at Specific

TARGET AUDIENCES

A generation that grew up with technology at their fingertips, Millennials are extremely entrepreneurial and thrive on challenges, making them creative, flexible and more ambitious than previous generations. They seek unique experiences in their daily lives and cherish their independence and individuality. They are a generation shaped by social media, which has given them access to a much broader world, both locally and globally, as well as allowing them free rein as far as their creative needs are concerned.


I am a

MILLENNI

AL





ADVERTISING

EXECUTIVE SUMMARY

CONTACT

001

012 014

Looking at Specific

TARGET AUDIENCES

The role of Mums is evolving, albeit slowly in some countries, with more fathers staying at home to spend time with their children. Mums are time pressured shoppers – juggling family, work and domestic needs at the same time – turning them into avid seekers of anything that is time efficient and convenient. To help them manage their hectic lifestyle, mums rely heavily on digital media, whether it is by using social networks to keep in touch with friends and family or by using their smartphones to shop for groceries.


I am a

MUM





ADVERTISING

EXECUTIVE SUMMARY

CONTACT

001

012 014

Looking at Specific

TARGET AUDIENCES

The definition of ‘old age’ is changing. Old beliefs about Silver Shoppers are slowly proving to be outdated: they are willing to try new brands, have an interest in keeping fit and are not as adverse to technology as one might think. Instead they’re becoming an active, aspirational group, striving to be healthy and look good, as well as trying to be informed. They are avid consumers of more traditional media such as TV and Print, as they are creatures of habit, but they are slowly becoming more digitally minded, with internet usage growing amongst this target audience.


We are

SILVER

SHOPPERS





ADVERTISING

EXECUTIVE SUMMARY

CONTACT

001

012 014






ADVERTISING

EXECUTIVE SUMMARY

CONTACT

14 TRENDS FOR 2014

14 TRENDS FOR 2014


14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

CONTACT

14 TRENDS FOR 2014

14 TRENDS FOR 2014


14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

CONTACT

14 TRENDS FOR 2014

14 TRENDS FOR 2014

Consumer in control 001

Discount forever 002

Entrepreneurial spirit 003

Renewed food focus 004

The polarisation of luxury 005

The mobile empowered consumer: intuitive technology

006

Changing retail environment 008

Rediscovering serendipity 007

Disruptive force of emerging markets 009

Exclusive collaborations 010

Owning the second screen 011

The versat-aisle shopper 012

Need for short-form content 013

The new 21st century family 014


14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

CONTACT

14 TRENDS FOR 2014

14 TRENDS FOR 2014

Consumer in control

Discount forever

Entrepreneurial spirit

Renewed food focus

The polarisation of luxury

The mobile empowered consumer: intuitive technology

Changing retail environment

Rediscovering serendipity

Disruptive force of emerging markets

Exclusive collaborations

Owning the second screen

The versat-aisle shopper

Need for short-form content

The new 21st century family

Mouse over numbers to expand, click for more information

001

003

004

005

006

008

007

009

010

011

012

013

014

002


14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

CONTACT

Technology and the social revolution has forever transformed the consumer’s demands and expectations of brands and advertisers. They expect to be engaged in two-way dialogue and appreciate relationships of fair exchange.

14 TRENDS FOR 2014

001

003

004

005

006

008

007

009

010

011

012

013

014

002

Consumer in controlCONSUMER TREND

Marks & Spencer have recently been voted the most transparent UK company. Consumers will forgive mistakes if brands own up, and they won’t forgive if they’re covered up.

Axicom, one of the world’s largest data brokers, has been prompted to let consumers see the sort of data collected about them via it’s URL: aboutthedata.com.

Sources: nVision (2013), Trendwatching.com and Warc

In the past, there has been a power struggle between brands and their consumers; it was very much ‘them and us’. This is now changing. As awareness of how brands use people’s data grows, so does the demand for reclaiming control of this information. A relationship of fair exchange for this information will have a positive impact on attitudes towards these brands.

Rising expectations in terms of the honesty, transparency and ethics of brands also mean that consumers will constantly demand more and actively communicate dissatisfaction when they don’t get what they want. They are no longer content with being talked at by brands and appreciate it when brands listen to them.

WHAT THIS MEANS FOR BRANDSIn order to ensure and maintain a long-term relationship with consumers, brands need to be completely transparent about their product or service – even when things go wrong. If brands are proactive in searching out opinions of the public, a mutual respect will develop. Brands should help facilitate conversations and ensure a two-way dialogue.

Media will act more of a meeting point.

2013

“I would like more control over the personal information I give companies

and the way in which it is stored”


14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

CONTACT

https://aboutthedata.com/

The global financial crisis and recessionary aftershocks of the late 00s and early 10s were largely responsible for pushing a greater scrutiny of personal outgoings and household budgeting to the top of the list of consumer priorities.

14 TRENDS FOR 2014

001

003

004

005

006

008

007

009

010

011

012

013

014

002

Discount foreverCONSUMER TREND

The recession and its aftermath has brought about newly changed consumer who is now more focused on price than ever before.

Budgeting, trading down and locating the best possible price has become more of the norm. With price coming under intense scrutiny since the crash and consumers more at ease finding the cheapest deal, we have seen a rise of tools, both online and on-the-go that can help with price comparison and locating deals.

With some taking pleasure in creatively budgeting, this trend will probably endure well beyond the return to full global economic health.

With many consumers constantly re-evaluate what they are spending their money on, there is a rising demand for cheaper alternatives to expensive products, in the telecoms and automobile industries, for instance.

WHAT THIS MEANS FOR BRANDSThe search for absolute value in many sectors will persist – although this will not be linked exclusively to the lowest price alone and other factors like brand name, quality and perceptions will play a large role in purchasing decisions.

Brands need to ensure that they maximise “share-of-wallet” by reframing value and ensuring that communications focus on emotional rather than functional benefits.


US

AA

us

tra

lia

Ca

na

da

So

uth

Ko

rea

Sp

ain

Fra

nc

eG

erm

an

yP

ola

nd

Ita

lyIr

ela

nd

Hu

ng

ary

Sw

ed

en

Ne

the

rla

nd

sC

ze

ch

Re

pD

en

ma

rk

Ind

iaT

urk

ey

Ind

on

es

iaB

raz

ilC

hin

aR

us

sia

Me

xic

oA

rge

nti

na

0%

20%

40%

60%

80%

100%

2010 2012 2013

‘I carefully budget my personal finances each month’

Fridge Friend, UK allows consumers to track the use-by dates of products stored in their refrigerator and then receive recipe suggestions to use ingredients already bought.


14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

CONTACT

There will be a continued drive in terms of the personal ambitions linked both to financial and educational rewards as well as crowdsourcing innovations and involvement.

14 TRENDS FOR 2014

001

003

004

005

006

008

007

009

010

011

012

013

014

002

Entrepreneurial spiritCONSUMER TREND


WHAT THIS MEANS FOR BRANDSBrands have a real opportunity to help facilitate these connections. While many are already allowing consumers to be part of their story involvement will drift more into the mainstream in 2014. Brands will also further adapt to give consumers a more individual experience of their products.

Emphasis should be placed on conversations – consumers want to communicate with brands they use and appreciate it when brands listen.

The success of crowdsourcing platforms such as RocketHub and Kickstarter demonstrates the sheer size of this entrepreneurial demand.

Over recent years there has been a continued drive of personal ambitions for both financial, educational and altruistic rewards. Consumers are feeling increasingly compelled to take active involvement in their own communities to promote positive change, as well as investing more into themselves as individuals.

Spurred by the rise of social media platforms, consumer have become much more proactive in doing things for themselves and many sectors are already being transformed. In education for example, we have seen a rise of open online courses that provide new and inexpensive ways for people to learn and in travel, sites such as Air bnb allow homeowners to become ‘micro-entrepreneurs’ by renting out any spare rooms to short-term guests.

This open-source, entrepreneurial culture has the potential to disrupt entire industries.

Qatar-based telecommunications brand Ooredoo and Cherie Blair Foundation unveiled an initiative to help women in Myanmar sell prepaid airtime to other community members. Participants get small-business training and start-up kits that include a mobile phone, promotional content, and an operating manual. Ooredoo plans to train 30,000 women by 2016.

Ita

lyP

ola

nd

Cz

ec

h R

ep

Sp

ain

Sw

ed

en

Ire

lan

dR

us

sia

Ge

rma

ny

Hu

ng

ary

De

nm

ark

Fra

nc

eN

eth

erl

an

ds

Ind

iaB

raz

ilM

ex

ico

Ch

ina

Arg

en

tin

aU

SA

Au

str

ali

aJ

ap

an

So

uth

Ko

rea

0%

20%

40%

60%

80%

100%

Yes Yes, if rewarded Don’t KnowNo

Willingness to contribute to a brand’s new products, advertising or marketing campaign in the future.


14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

CONTACT

Customers will continue to look for additional functionality and transparency in the food they purchase and consume. They are willing to support local suppliers.

14 TRENDS FOR 2014

001

003

004

005

006

008

007

009

010

011

012

013

014

002

Renewed food focusCONSUMER TREND

There is a new focus on food. From initial transparency solely around where and how ingredients are sourced, the focus is moving more towards the whole consumption process - from the welfare of the people who farm the ingredients right through to packaging. Consumers are now putting ethics at the forefront of their purchasing decisions and hedonistic consumption is becoming apparent.

Food is also fast becoming the focal point for bringing communities together and there is a desire for a new type of collectivism which revolves round the sharing of skills, produce and materials. Food trading, foraging and food swapping movements are becoming more commonplace.

Consumers are also seeking out luxurious experiences in their purchases. Entrepreneurial individuals are thinking of increasingly quirky and inventive ways of serving up food and drink and street food and pop-ups have become very popular across Europe.

WHAT THIS MEANS FOR BRANDSBrands that operate within the food and drink sector will need to look for new opportunities for tapping into a trend that goes back to locality and sustainability.

In addition, with the rise of independent publications devoted to food, we should remember the importance that the food and drink culture holds for consumers.

Sources: nVision (2013), Protein Audience Survey 2013, Trendwatching.com and Warc

Collaborative food events celebrating local and home-grown produce, such as the Food Swap which originated in the US, are just beginning to take off in Europe.

Local sourcing driving the rise of street food pop-ups like Engine. Consumers will also continue to seek out authenticity and experimentation through their food and a number of start-ups, supper-clubs and kitchen incubators (like Kitchenette, London) will help to provide this.


14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

CONTACT

The meaning of luxury has changed, and genuine luxury must fight to retain the definition of rarity against more accessible forms such as designer high street items or luxury ready meals.

14 TRENDS FOR 2014

001

003

004

005

006

008

007

009

010

011

012

013

014

002

The polarisation of luxuryCONSUMER TREND

Post recession, the definition and meaning of luxury have changed. A rise in the application of luxury aesthetics to everyday goods and the success of high-street and high-end designer collaborations (for example, Isabelle Morant for H&M) has made luxury more accessible.

While some argue that this has led to a democratisation of luxury, others argue that it has opened up a market to include a new tier of luxury. Luxury brands have also moved into spaces other than their own operating category, giving consumers the opportunity to buy into the brand without the big price tag.

Those who are already purchasing traditionally defined luxury goods talk of luxury in experiential terms; it’s less about showing off your purchase and more about having exclusive access to unique experiences. It’s more than likely luxury will see a further shift from the material to the experiential in order to protect this side of their business.

WHAT THIS MEANS FOR BRANDSBrands have the opportunity to redefine luxury further. Its application can extend much further beyond expensive products where brands infuse luxury into day-to-day items and via one-off and unique experiences.

Additionally, as we move into a culture of aesthetic upgrade, the trend will be at its most effective in the telecommunications and consumer goods sectors.

Definitions of luxury (UK): Top 10


Brands are moving more into spaces other than their own operating category. For example, Louis Vuitton have branched out into travel books.

Having a spacious home / outdoor area

Going on expensive holidays

Liv ing in a nice area

Liv ing in a really quiet place

Having time just to relax

Having lots of space around me

Having time on my own

Driv ing an expensive car

Eating good quality food

Having beautiful home furnish-ings

60%

50%

48%

46%

44%

43%

43%

41%

39%

37%


14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

CONTACT

With consumers feeling the need to be connected anywhere and everywhere, brands will have plenty of opportunities to blend into this intuitive digital ecosystem.

14 TRENDS FOR 2014

001

003

004

005

006

008

007

009

010

011

012

013

014

002

The mobile empowered consumer: intuitive technologyCONSUMER TREND

Consumers feel the need to be connected anywhere and everywhere and expect information to accompany it. Smartphones are almost becoming an extension of the consumers themselves - rarely leaving their side. They, along with wearable technology (such as Nike’s Fuelband), will become so ingrained in people’s lives that we’ll eventually scarcely even notice them. In time, we can expect the smartphone screen to slowly disappear.

The Internet of Things will also mean that everything will soon become connected - not just people, but objects and places. The digital ecosystem will develop intuitively across platforms and devices, making everything work together much more seamlessly. As consumers become more comfortable with handing over their data, the more personalised technology will become.

Future technology and connectivity will become more intuitive, passive, automated and require less input from us.

WHAT THIS MEANS FOR BRANDSMoving forward, brands will have plenty of opportunities to blend into this intuitive digital ecosystem.

The challenge for advertisers will be how to sync with the consumer’s frame of mind without interrupting their task. Thinking should be shifted from how and where brands can advertise on mobile platforms, to how brands can blend more seamlessly into consumers’ mobile lifestyles. With consumers having the power to filter out irrelevant messages, it is essential that brands work harder in a more human way in order to draw attention to themselves.


Nike’s Fuelband has sparked a chain reaction in wearable technology driven by the need for the quantifiable management of the self. Other examples of wearable devices including Kickstarter projects such as the Pebble watch, which can control your smartphone.

The Google Self Drive car which is still in development (no confirmed release date) will take us into uncharted territory, creating new opportunities for both the consumer and the industry.


14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

CONTACT

In response to the pervasive digital aspects of consumers’ lives, we can expect a renewed interest in the spontaneous moments associated with the real, offline world.

14 TRENDS FOR 2014

001

003

004

005

006

008

007

009

010

011

012

013

014

002

Rediscovering serendipityCONSUMER TREND

The digitalisation of consumers lives and the access to a wide range of information, have in some ways, eroded the sense of surprise and serendipity from everyday lives.

While there has been an all-embracing demand for technology to simplify the decision-making process, it has resulted in an aversion to risk, limiting opportunities for novel and unique surprises. The yearning for risk-taking however hasn’t disappeared entirely - it has simply been re-defined.

Spontaneous moments now occur in manageable doses or ‘controlled risks’ – for example agreeing to something unexpected, or having defined preferences. 2013 saw consumers move away from the simple acquisition of products to more experience-driven consumption where surprise is central to this - a great example of this is the Secret Cinema movement. Risk is glamourised, yet real risks are rarely taken; this trend sees brands re-introducing risk to the risk-averse.

WHAT THIS MEANS FOR BRANDSWith a renewed interest in discovering new and potentially ‘risky’ things, brands should think about providing more opportunities for spontaneous moments in the real, offline world.

While technology has been a driver in uncovering serendipity and removing any danger associated with choice, we can also use it to rediscover serendipity.

Sources: nVision (2013), Trendwatching.com, Mintel and Warc

American Express launched Nextpedition, a surprise holiday package in which, after filling out an online quiz outlining preferences, customers left their holiday itinerary up to them.

The Amabam monthly package provides a surprise retail offer which contains materials for a new hobby.

Interflora has generated positive word of mouth by delivering a bouquet of flowers through a personal and trusted service to cheer people up when they had complained about their day over the social media.


14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

CONTACT

Providing consumers with a consistent shopping experience across channels, having channels work together and allowing consumers to access multiple shopping channels simultaneously through an ‘omni-channel’ shopping approach

14 TRENDS FOR 2014

001

003

004

005

006

008

007

009

010

011

012

013

014

002

Changing retail environmentRETAIL TREND

The retail landscape is experiencing change. While we have plentiful opportunities to shop online, retailers are also giving new reasons for shoppers to spend time in their physical spaces.

Mobile technologies are helping to enhance and extend the shopping experience and lines between online and offline shopping experiences are becoming blurred. With technologies that have already been implemented like fingerprint scanning, 360˚scanners and OOH virtual shopping walls, it has meant that alongside mobile apps, smartphones have and will further become, indispensable pocket shopping assistants.

In addition, the retail space itself is changing. Experience-driven shopping experiences are becoming increasingly common as the physical is overlaid with the digital. Brands are increasingly creating immersive brand experiences, allowing consumers to be engaged fully in the brand across all 5 senses.

Furthermore, there is an emphasis on shifting from a multi-channel to an ‘omni-channel’ shopping experience providing consumers with a consistent shopping experience across channels and multiple devices.

It is important to consider that, while the retail landscape is changing, online retail growth still remains the largest growing shopping channel.

WHAT THIS MEANS FOR BRANDSAt a time when retailers and brands are struggling to entice reluctant, hard-headed shoppers, brands need to ensure that their channels work together seamlessly to create the best, unique online and offline retail experience. These channels need to help arouse consumer curiosity by creating buzz, delivering unique experiences and perhaps even eliciting an impulse buy.

Both the physical & digital worlds need to be connected through all-in-one experiences.

Sources: nVision (2013), Trendwatching.com, eMarketer, Mintel and Warc

Tesco is trialling interactive virtual store at Gatwick Airport, for holidaymakers to pre-order groceries (UK, 2012).

In 2012 Burberry Regent Street, London brought its digital world to life in a physical space, where customers could experience every facet of the brand through immersive multimedia content.


14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

CONTACT

The rise of middle-class consumers in emerging markets are leading to radical shifts in business models and the types of products they are producing and at which price points.

14 TRENDS FOR 2014

001

003

004

005

006

008

007

009

010

011

012

013

014

002

Disruptive force of emerging marketsECONOMIC TREND

The rise of middle-class consumers in emerging markets are leading to radical shifts in business models and the types of products they are producing.

Global brands are producing innovative designs, reducing manufacturing costs and therefore offering cheaper entry price points. The telecom and automobile industries have been the first to benefit from this and balancing the affordable with product functionalities will be key focus for these consumers.

With emerging markets accounting for nearly 50% of the world’s total consumption and China and India accounting for two-thirds of this expansion alone, brands need to continue to identify opportunities for growth within these untapped markets, especially as they are up against aggressive local players.

With many consumers in these emerging markets having only one Internet-enabled device, mobile and mobile video will be a key advertising channel.

WHAT THIS MEANS FOR BRANDSFor global brands wishing to extend further into

these markets, providing a strong value proposition will be key.

The needs of these emerging markets have the potential to disrupt entire industries by offering cheaper entry and price points - brands should also look for opportunities within NPD.

Mobile optimisation also needs to be strong for global brands operating in these regions as, quite often, access is mainly through a tablet or mobile device. A test and learn culture with optimisation needs to be implemented now rather than later, to ensure that brands are ready for any immediate growth in these markets.


India's Tata Motors‘ car, the Nano priced at US$2,900 is the cheapest car in the world.

‘’Afrinolly’ – an app that provides “African movies in your pocket”.


14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

CONTACT

Big name brands are collaborating in order either to maximise their impact on the market or enter markets where they previously had no presence.

14 TRENDS FOR 2014

001

003

004

005

006

008

007

009

010

011

012

013

014

002

Exclusive collaborationsRETAIL TREND


14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

Big name brands are collaborating in order either to maximise their impact in market or enter markets where they previously had no presence. It has become an increasingly popular way of supercharging innovation. Even the most successful companies have benefited from participating in a joint project or venture with another complementary brand, and consumers are increasingly more receptive to the collaborative approach.

Examples of brand collaboration have been present across all types of categories from Evian water and French fashion designer Courreges, to exclusive TV partnerships such as Breaking Bad and Netflix with even boy bands coming together.

More adventurous collaborations from unexpected combinations of brands are also increasingly likely.

WHAT THIS MEANS FOR BRANDSIn order to ensure and maintain a long-term relationship with consumers, brands need to be completely transparent about their product or service – even when things go wrong. If brands are proactive in searching out opinions of the public, a mutual respect will develop. Brands should help facilitate conversations and ensure a two-way dialogue.

Media will act more of a meeting point.


Netflix partnered up with Breaking Bad to provide an exclusive deal for their customers.

Spotify partnered up with German Telekom to provide a mobile phone contract that enables to stream music via Spotify without straining any data traffic limitations.

CONTACT

With 90% of all media interactions being screen-based, consumers are now moving across screens simultaneously to get things done.

14 TRENDS FOR 2014

001

003

004

005

006

008

007

009

010

011

012

013

014

002

Owning the second screenMEDIA TREND

From smartphones and tablets to laptops and television, 90% of all media interactions today are screen-based. Consumers now move among screens to get stuff done: simultaneously and sequentially. Smartphones and tablets have become the enablers of two dominant forms of viewing multi-tasking.

Simultaneous ways of consuming media are growing, such as ‘media meshing’ (multiple devices simultaneously used to enhance a media experience by communicating or interacting with what they are viewing) and ‘media stacking’ (using multiple devices simultaneously to conduct unrelated tasks while watching TV). With each mobile device having a different role, it is important for us to understand how the consumer uses these screens. For example, smartphones keep us connected, tablets keep us entertained and computers keep us productive and informed.

With multi-screen behaviour moving more mainstream, it is essential that brands own the second screen.

WHAT THIS MEANS FOR BRANDSBrands need to engage with their consumers with meaningful and shareable content to provoke conversation, interaction and an emotional connection.

Media should increasingly be thought of as a meeting point and brands need to think less about using media based on customer journeys & purchase funnels and more about choosing media based on how they can build bespoke personal relationships and friendship funnels.

The way we think about channels should be changed. We should move away from traditional purchase funnel thinking (e.g. TV always = awareness) to more contemporary thinking (e.g. TV = a big doorway into an even bigger story whilst simultaneously delivering ROI).

Sources: nVision (2013), Trendwatching.com, iab Europe, Global Web Index, Google Think Insights and Warc

Nike’s ‘Write the Future’ is a great example in providing a doorway to a bigger comms story.


14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

CONTACT

Consumers are demanding more from their shopping experience. Smartphones will become indispensable in-pocket shopping assistants and retailers should therefore increase in-store efficiency, whilst providing consumers with increased control over the way they shop .

14 TRENDS FOR 2014

001

003

004

005

006

008

007

009

010

011

012

013

014

002

The versat-aisle shopperMEDIA TREND

Mobile technology and the digital revolution have changed the way we shop. Shoppers have a whole range of platforms at their fingertips making them more informed and more connected than ever before.

Smartphones are fast becoming pocket-sized shopping assistants. Apps such as Redlaser and Barcoo simplify the product research and decision making process, allowing consumers to make relatively risk-free decisions concerning their purchases.

Their frame of reference is no longer what’s immediately in front of them; they have the ability to find the best deal at the click of a button, not just locally but globally online. Having this wealth of information at their fingertips is empowering the consumer.

What previously would have been potentially long processes have been condensed into easily digestible technology, not only on smartphones but through digitally-enhanced in store experiences such as touch screen shoppable walls. All of these are being designed to make the shopping experience as smooth and intuitive as possible.

WHAT THIS MEANS FOR BRANDSWith GPS technology, brands can dominate the in-the moment shopping. With consumers having enhanced their lives with communication technologies, they are primed and ready to see physical spaces being connected and augmented with synesthetic expression.

Sources: nVision (2013), Trendwatching.com, Brandwatch, Initiative – The New Power of Television and Warc

This summer, as an effort to encourage mobile shopping, eBay installed touch-screen windows in NYC allowing customers to order items from the Kate Spade Saturday collection.

So

uth

Ko

rea

Au

str

ali

aU

SA

Ca

na

da

Cz

ec

h R

ep

Po

lan

dS

pa

in GB

Ire

lan

dS

we

de

nIt

aly

De

nm

ark

Ge

rma

ny

Fra

nc

eN

eth

erl

an

ds

Hu

ng

ary

Ch

ina

Tu

rke

yIn

dia

Bra

zil

Arg

en

tin

aIn

do

ne

sia

Me

xic

oR

us

sia

0%

20%

40%

60%

80%

100%

2010 2011 2012 2013

Which of these kinds of apps do you use at least once a month? ‘Shopping Apps’

14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY


CONTACT

With the overwhelming amount of content and information we now have access to at our fingertips, consumers have an ongoing need to have bite size and engaging content.

14 TRENDS FOR 2014

001

003

004

005

006

008

007

009

010

011

012

013

014

002

Need for short-form contentMEDIA TREND

With the overwhelming amount of content and information we now have access to at our fingertips, consumers have an ongoing need to have bite size and engaging content. In addition, consumers are now not just consuming media but also creating and sharing it themselves.

The way potentially complex information is laid out has a big influence on how much of it is consumed.

WHAT THIS MEANS FOR BRANDSBrands should take advantage of this entrepreneurialism and provide consumers with ingredients and content that they can adapt, improve and share amongst their networks.

Making use of the creativity of a brand’s customer-base not only produces a better output, it also builds a bond between brand and customer. It is, therefore, important to provide all communications with a content that can engage people and make them want to share it.

Content should generate interaction with consumers and offer them a social currency - something they want/need to share with their social network rather than an intrusive or commonplace sales message.

If brands can have a voice in either short video space, then a long-term strategy is needed in order to meet Vine and Instagram’s growing audience numbers.

Sources: nVision (2013), Trendwatching.com, eMarketer, Mintel and Warc

Vine requires users to tell their stories within a very short period of time. Whether it’s conveying an emotion, a joke, or a mini-story, Vine creators only have seconds to get their point across to viewers.

One Second Everyday prompts users to capture a clip of their life each day. Users can edit each clip down to one second, and each clip is then saved to a calendar. Clips then play in chronological order to create a short film.


14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

CONTACT

How demographic and lifestyle changes are leading to a shift in family dynamics.

14 TRENDS FOR 2014

001

003

004

005

006

008

007

009

010

011

012

013

014

002

The new 21st century familyCONSUMER TREND

Changing demographics and lifestyle preferences are leading to a shift in family structures (more divorce, delayed family formation, smaller family sizes).

Despite the significant rise of cohabitation and singletons, the resilience of the multigenerational, or vertical, family is striking. The effects of our aging society naturally increase the number of generations per family. Intergenerational relationships are inevitably affected, with families becoming more organised, democratic and egalitarian (everyone becomes involved in the decision-making process) and operating as a real team. Also, with life stages being less linear, as more people re-marry and have more children, new family dynamics arise.

Meanwhile, people in many places are marrying later and postponing children, which gives them less reason to move out from the safety and care of their parents’ home at a young age. This type of behaviour is also promoted by the grim financial climate in much of the old world.

One of the evolutions in terms of family dynamics, highly influenced by a liberalising tendency inside many countries, is an increasing acceptance of gay marriage. However, while in some countries this is now commonly accepted (like Germany and Holland), in other markets, such as India, Turkey and Russia, there is still some strong opposition to gay unions.

WHAT THIS MEANS FOR BRANDSThe modern family is both an economic and choice-making unit, and as more generations (grandparents and children) are taken into consideration in purchase decisions, brands need to engage with all the different players.

There is also a place for brands that speak directly to modern families, embracing their new dynamics.

Sources: nVision (2013), Trendwatching.com, eMarketer, Mintel, Resolution UK Future of Britain and Warc

Mammas and Papas (UK based nursery brand) latest advertising campaign reflects the diversity of families in society.

MyLovelyParent.com is an online dating site inviting adult children to find potential partners for their divorced, separated, widowed or otherwise single parents.

Banco do Brasil began offering mortgages to same-sex couples. The lending scheme protects both partners and their children in the event of divorce, separation or death.


14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

CONTACT


14 TRENDS FOR 2014



ADVERTISING

EXECUTIVE SUMMARY

CONTACT

TARGET AUDIENCES TARGET

AUDIENCES


14 TRENDS FOR 2014

TRENDS AMONGST KEY

TARGET AUDIENCES


ADVERTISING

EXECUTIVE SUMMARY

CONTACT

TARGET AUDIENCES TARGET

AUDIENCES


14 TRENDS FOR 2014

TRENDS AMONGST KEY

TARGET AUDIENCES


ADVERTISING

EXECUTIVE SUMMARY

CONTACT

TARGET AUDIENCES

MEET THE

MILLENNIALS

MORE RESOURCESFUL

LIVING EXPERIENCES

NEW MEANING OF HAPPINESSS

ou

rces:

OM

G M

illen

nia

ls

Stu

dy,

20

11

.

DESPITE THE CIRCUMSTANCES, THEY ARE POSITIVE AND OPTIMISTIC ABOUT THE FUTURE OUTLOOK

Entrepreneurial thinkers

Looking outside the box to do things

Live in the experience economy:

experiences to be fulfilling, individual

and enriching

Happiness is seeking meaning

Consuming experiences to get

more out of life

Priorities have changed:

they want to be independent and

having a family is not a priority

New meaning of happiness

Despite the circumstances, they are positive and optimistic about the future outlook and have learnt to be more resourceful They live in the Experience Economy and they expect these experiences to be fulfilling, individual and enriching


14 TRENDS FOR 2014

TRENDS AMONGST KEY

TARGET AUDIENCES


ADVERTISING

EXECUTIVE SUMMARY

CONTACT

TARGET AUDIENCES

Sou

rces:

Futu

re

Fou

nd

ati

on

, O

MG

M

illen

nia

ls S

tud

y,

20

11

; Fu

ture

Fou

nd

ati

on

, 2

01

3;

Glo

bal W

eb

In

dex,

20

13

.

Media Consumption across Millennials:

A GLOBAL SNAPSHOTEUROPE:

In Europe, Millennials value social networking, spending the majority of their time online. They are also more likely to own smartphones and other mobile devices allowing them to keep connected no matter where they are. In Europe, Ireland is the most engaged in sharing live status updates about events and restaurants, 27% and 17% respectively. While Germany is the least engaged in sharing their status updates about events and restaurants, 9% and 5% respectively. They also use their mobile devices to access both live and downloaded TV content. For them , mobility tops of their priorities.

Regarded as the First Global Youth GenerationWhilst Generation X can be captioned by MTV, the Millennials are clearly defined across the world as the generation shaped by social media. Social media have given the Millennials access to a much broader world, both locally and globally. Where Generation X looked to smaller sets of markets for inspiration, the Millennials are much more aware of a wider world around them where cultural influences are as likely to come from India as the USA. Their global mindset has influenced the Millennials’ appreciation for advertising that is entertaining and educational, as well as inclusive where it encourages involvement or brings people together. Even though the Millennials appreciate advertising that is inclusive, they also value their personal space – so advertising treads a fine line between inclusivity and invasiveness. Never underestimate the influence and noise that the Millennials can make about brands both on and off line.


14 TRENDS FOR 2014

TRENDS AMONGST KEY

TARGET AUDIENCES


ADVERTISING

EXECUTIVE SUMMARY

CONTACT

TARGET AUDIENCES MEET THE

MUMS

WOMEN PRIORITIZING WORK & CAREER OVER MARRIAGE & CHILDRENMUMS ARE TIME-PRESSURED SHOPPERS

MUMS RELY ON DIGITAL TO HELP MANAGE THEIR HECTIC LIFESTYLE

THE ROLE OF WOMEN IS EVOLVING, WITH MORE MOTHERS RE-JOINING THE WORKFORCE AFTER HAVING CHILDREN MORE OFTEN THAN SOME YEARS AGO.

THE EVOLVING ROLE OF MUMSChildcare might still be regarded primarily as the mother’s responsibility, but this is changing in more and more countries. In Denmark, several child centres such as Fars Legestue (Dad’s Playgroup) are specifically aimed at fathers who want to bond with their new born baby. And labour market regulation across Europe has long since focused on paternity rights and responsibilities. Public policy in the USA is heading in the same direction.

But, there is still an uneven distribution of domestic duties across the world. Housework is still being seen as being the woman’s responsibility, which puts pressure on working women and mums in particular.

Sou

rces:

Futu

re

Fou

nd

ati

on

.

“Men should be primarily

responsible for earning a living

for the family and women for

raising children/taking

care of the house”

Ital

y

GB

Ger

Fran

ce

Rus

sia

Pola

nd

Chi

na*

Indi

a

USA

Aus

tr...

Bra

zil

0%

20%

40%

60%

80%Agree strongly Agree

Indi

a

Mex

ico

Ital

y

Chi

na

Fran

ce

Pola

nd UK

Aus

tral

ia

USA

Ger

man

y

0

50

100

150

200

250

300

350

400 Female unpaid work Male unpaid workAmount of time

(minutes) spent on

unpaid work each

day


14 TRENDS FOR 2014

TRENDS AMONGST KEY

TARGET AUDIENCES


ADVERTISINGCONTACT

EXECUTIVE SUMMARY

TARGET AUDIENCES

Sou

rces:

Infu

z, M

om

s an

d

the D

igit

al E

cosy

stem

; eM

ark

ete

r, M

om

Blo

gg

ers

in

Sele

ct C

ou

ntr

ies,

May

20

12

; ia

b E

uro

pe,

Med

iasc

op

e E

uro

pe,

Feb

ruary

20

13

.

Media Consumption across Mums:

A GLOBAL SNAPSHOTEUROPE:

TV remains the preferred media channel for European mums with 97% tuning in for roughly 17.1 hours a week. 69% read newspapers, 65% listen to the radio and 56% read magazines.

Mums in Europe are increasingly going digital with a 77 % increase in online use among mums since 2004 seeing 69% of European mums going online. Mums also multi-task using media. 55% of digital mums go online while they watch TV. Mums also do their shopping online with 89% carrying put their purchases online .

Going DigitalMums are using digital technology more than ever before and an increase in their use of the digital in the coming years is expected. Mums are using digital media to shop more quickly, more easily and with more information. They are also using technology to connect with their friends and families both for information and social interaction. With an increasing number of mums worldwide taking to blogging, mums frequent sites to read and share their opinions on parenting, motherhood, womanhood, brands and life in general.

Brands: As more consumers spend more time with digital channels and less time with traditional channels, marketers should be allocating more resources to the digital. Marketers need to focus on how their brand can provide relevance and value within the digital space.


14 TRENDS FOR 2014

TRENDS AMONGST KEY

TARGET AUDIENCES


ADVERTISING

EXECUTIVE SUMMARY

CONTACT

TARGET AUDIENCES

MEET THE

SILVER SHOPPERSS

ou

rces:

Warc

- W

e a

re a

live, w

e

are

sti

ll a t

arg

et!

(2

01

0);

OM

G

Sn

ap

shots

Fi

eld

work

: Ja

nu

ary

, 2

01

3 a

cross

10

cou

ntr

ies

(US

A,

Mexic

o, U

K, G

erm

an

y, S

ou

th

Afr

ica, D

ub

ai, A

ust

ralia

, B

razi

l an

d

tier

1 c

itiz

en

s in

Ch

ina a

nd

In

dia

)

DON‘T FIT THESTEREOTYPE

AGELESS

LOOKING TO THE FUTURE

A GROWING OPPORTUNITY AN AGEING POPULATIONThe number of people aged 60 years or over is projected to grow to more than 2 billion by 2050. Older people will outnumber the population of children (0-14 years) for the first time in human history. One out of every five people is projected to be in that age group.

Source: Population Ageing and Development 2012, United Nations, Department of Economic and Social Affairs, Population Division, www.unpopulation.org

People over 50 years old will account for a quarter of the G7 population, which will double by 2030 and triple by 2050 (from 2010 levels) in emerging markets. Globally, an audience that will account for 22% of the total worldwide population.

Note: G7 - France, West Germany, Italy, Japan, United Kingdom, United States, and Canada


14 TRENDS FOR 2014

TRENDS AMONGST KEY

TARGET AUDIENCES


ADVERTISING

EXECUTIVE SUMMARY

CONTACT

TARGET AUDIENCES

Sou

rces:

Nie

lsen

Wir

e:

Mark

ete

r’s

can

’t a

fford

to

ign

ore

th

e b

ab

y b

oom

er,

W

arc

: an

d Iab

: Pa

n

Eu

rop

ean

Resu

lts

– 5

5+

an

d loca

l m

ark

et

data

; E

uro

mon

itor:

Selli

ng

h

ealt

h:

tren

ds

in

mark

eti

ng

an

d a

dvert

isin

g

(20

13

)

Media Consumption across Silver Shoppers: A GLOBAL SNAPSHOTEUROPE:

Digital consumption continues to grow year on year, but is still 27% below penetration levels of the total population in 2012. With respect to their traditional channel consumption, in 2012 they were in line with the TV and radio consumption levels among the population at large. TV remains the most consumed medium amongst Silver Shoppers, with an average of 19 hours being consumed across Europe per week in 2012 . Newspapers remain a key source of information. This audience loves to stay informed and, in Europe, they have a 71% penetration level in printed media. Magazines also represent a key interest, but the lack of publications hinders consumption levels. An audience which is still catching up when it comes to the digital devices they own, although they it is predicted that they will own more tablet devices, laptops and internet enabled TV’s by 2020.

GLOBAL MEDIA JUNKIESThe over-50s are, by and large, media junkies, with a special predilection for printed media and specific TV programming. They are also well disposed to responding to direct mail, as they tend to have rituals for dealing with the mail each day. This said, older people are very resistant to blanket mailings and respond best to documents that convey the impression that they have been specifically targeted. While, in the past, they have been fairly slow to adopt new technology, they are becoming a major factor in internet traffic, particularly using the web to find product information. By now, it is only among the older segments of Silver Shoppers that internet usage remains low alongside regional differences where digital infrastructure reflects the adoption of technology.

The consumer health industry is heavily dominated by ATL communication.The economic crisis has created shifts in Western Europe and North America so as to focus more on digital platforms, while Asia Pacific & Latin America continue to build awareness through high reach channels such as TV, Print & Outdoor communication; although digital platform usage is growing.

Traditional channels still lead, but the role of the Internet is growing as Silver Shoppers catch up with everyone else when it comes to being digitally savvy

Traditional channels remain the key source with which to reach Silver Shoppers; primarily through TV, radio and print. However these are also the media where cut through will be more difficult to achieve.

While the online role varies according to region, a common feature among Silver Shoppers is that 50-69 year olds are more active online compared to the 70s+ segment. .


14 TRENDS FOR 2014

TRENDS AMONGST KEY

TARGET AUDIENCES


ADVERTISING

EXECUTIVE SUMMARY

CONTACT

001

012 014

THE CHANGING ROLE OF ADVERTISING

The Changing Role of

ADVERTISINGTHE CHANGING WORLD AND ADVERTISING LANDSCAPE IS STILL CONSTANTLY CHANGING AND Resolution IS CONSTANTLY THINKING ABOUT HOW WE CAN ADD FURTHER BUSINESS VALUE FOR OUR CLIENTS.

Advertising is becoming more complex, less streamlined, and harder to execute and reach audiences at scale. Today, digital media not only present multiple challenges, but also opportunities to extend content and experiences beyond traditional media norms.

Omni channel advertising has been gaining momentum. Brands need to use platforms less as siloes, and more as a seamless approach to engaging with their consumers in a meaningful way and across multiple screens at the same time.

The rise of the smartphone penetration and tablets is presenting more and more opportunities for advertisers. The increase of smartphone ownership has also encouraged the emergence of new behaviours.





ADVERTISING

EXECUTIVE SUMMARY

CONTACT

CONTACT

Grünstrasse 15D - 40212 Düsseldorf

+49 211 38807 0





ADVERTISINGCONTACTEXECUTIVE

SUMMARY

[email protected]

www.resolutionmedia.de

mailto:[email protected]




http://www.resolutionmedia.de/

Documents

001 002 003 004 005 006 007 009 008 010 011 012 013 014 14 TRENDS FOR 2014