Our LOCAL LOVE series invites one of our Super Spotters from TrendWatching’s Insight Network to explore the trends and innovations that are shaping their local environment (previous editions include everywhere from Lisbon to New Delhi). The next stop on the trip? Santiago, Chile, where Rotterdam-born spotter Jeanine Leenheer is now studying.
Following on from our recent look at the development of NEW LABOR – our consumer trend exploring the new demands of a disrupted workforce – we hand over the reins to Dennis Rotairo, a FMCG expert (and esteemed member of TrendWatching’s Insight Network) based in Singapore. From the advent of P2P to celebrity-endorsed initiatives focusing on a new type of worker, he unpacks the changing landscape of the city-state. Dive in!
The proliferation of on-demand services, the post-demographic appeal of the wantrepreneur lifestyle, and the automation of jobs are transforming expectations around work. In this edition of our tw:in twin series – where we pair two members from our worldwide Insight Network to explore how a certain trend is manifesting in different locales – we look at France and Singapore to see how brands and workers are responding to this new freedom being part of this new labor force brings.
For part one we turn to Soraya Ferahtia, a student in France, who looks at this new workforce’s evolution in her local region through the eyes of the ‘intrapreneur’.
Pooja Solanki, one of our Star Spotters from TrendWatching’s Insight Network – tw:in – got in touch with us recently about an emerging theme she’d seen around the world. It appears that, despite the best efforts of the more conservative sections of society (or perhaps even because of them ;), the freedom and liberation of stripping off in public – for a cause, of course – is making a resurgence. But how? Over to Pooja to reveal all…
'Uberizing' Payment: An inside look at the growth of cashless consumer behavior in France (and the lack of it)July 2016
Our consumer trend CASH-LESS – detailing how the long predicted cashless economy is slowly becoming a reality in both mature and developing markets – has been around for a little while now. So how has it evolved?
The importance of community, the Kibbutz and 'courageous' consumerism in the face of political conflictJuly 2016
In the second instalment of this edition of tw:in twins – our blog series that links up two members of TrendWatching’s Insight Network from around the world to discuss a particular consumer trend – we move from Sao Paolo to Tel Aviv to see how brands are showing their SYMPATHETIC side with deals and discounts tailored to the issues most concerning their local customers. On the ground in Israel, our local Spotter Shelley Lewis shares how brands are exercising empathy in the face of political conflict.
The latest feature in our tw:in Twins blog series – where two of our on-the-ground trend spotters from around the world are paired together to discuss a specific trend within their city or region – sees us head back to Brazil. Another of our Sao Paolo correspondents, Guilherme Minuzzi sets about exploring how a country as large as his using SYMPATHETIC PRICING to tackle something that has long been considered a concern of the developed world – an ageing population.
"Post-Demographic does not sound new to Parisians": Exploring the new landscape and language of French consumerismJune 2016
The latest posts in our tw:in Twins series – where two star spotters from TrendWatching’s Insight Network explore how one trend in particular is developing in their city or region – cover POST-DEMOGRAPHIC CONSUMERISM. As one of 16 mega-trends – big, slow moving ‘currents’ that remain broadly stable year-on-year, and can be applied across regions, industries and demographics – PDC highlights how consumption patterns are no longer defined by ‘traditional’ demographic segments (age, gender, income, family status etc.). Here Paulina Mitelsztedt, a Parisian resident, explores how her city has evolved into a POST-DEMOGRAPHIC landscape.
How are brands in Sao Paolo are trying make it easier for regular consumers, despite the serious socio-political strain?June 2016
In difficult times, it isn’t just brands that are forced to innovate in order to survive. And, using our trend ENTREPRENEURIA – showing how businesses that dive into and fuel this endless rush toward entrepreneurialism will attract love and attention from all consumers, not just those they help – we can articulate a new wave of consumerism currently rushing through Brazil.
Sabrina Faramarzi is a London-based Futures Researcher and member of our on-the-ground Insight Network, tw:in. For our tw:in Twins blog series, which sees two spotters from around the world are paired together to discuss a specific trend within their city or region, she explores how spacial constraints are creating a change to the city’s ENTREPRENEURIA mindset, and the rise of NEW NORMAL is leading to innovative approaches combining living and working.
In the latest instalment of our LOCAL LOVE series – where we ask a member of TrendWatching’s Insider Network (TW:IN) to delve into the trends and innovations they see every day in their city, we head to Lisbon, Portugal, with Catarina Moraes. Having recently moved to the city from Brazil, she takes us through the inspirations prevalent throughout the region.
The second look at our consumer trend CURRENCIES OF CHANGE is from Moscow, courtesy of star spotter Olga Kovaleva. She reveals that the way Russian brands are engaging with their customers is fundamentally changing: the question is how? And do enough brands know it yet?
For consumers on a never-ending quest for self-improvement, they know what they need to do to fulfil their goal, but actually doing it is often a more difficult proposition. Our CURRENCIES OF CHANGE trend looked at how brands are offering perks, discounts and deals to encourage good behaviour. But for consumers across the world the motivation that works will often be very different, so we’ve turned to two members of tw:in to provide some regional insight into this global trend.
You are what you eat: How Brazilian brands are using INSIDER TRADING to tackle consumers' growing waistlinesMarch 2016
Luiz Navarro, one of our on-the-ground trend spotters based in Brazil, dives deep into a consumer trend that featured in our 2016 Trend Report, INSIDER TRADING. He reveals that it’s the waistlines, rather than the pockets, of consumers that brands like Heineken are targeting right across the country. The question is: how?
In Nigeria, INSIDER TRADING is taking over. Why? Emeka, our spotter on the front line, investigates.March 2016
This month we’re focusing on INSIDER TRADING, our trend looking at how brands are making meaningful, positive changes to their internal culture, and telling the world about them. We’ve matched a spotter in Nigeria with one in Brazil, to see how brands in these two diverse regions are displaying their higher brand values, and making their internal culture external.
Our LOCAL LOVE series takes its first foray into the Indian subcontinent with this edition’s Star Spotter, Pooja from Delhi, who takes us through the continued evolution and development, running in tandem with the growth of the CITYSUMER population in the region.
In our second visit to Amsterdam in quick succession, this time we take a different route round the city with Grietje Vermoortele – an innovation analyst for ING group by day and a curious multitasker by night. She is Belgian and lives currently as an expat in Amsterdam, and runs the dutch blog Spotting The Cool.
Xander van Baarsen lives in the Netherlands and is the Marketing Manager for Panasonic’s Nubo & Cameramanager. He gives us his guide to Amsterdam, and shares some vital insider tips for tourists visiting the city.
Our LOCAL LOVE series turns its attentions to Mexico City, as star spotter Juan Pablo runs us through the city’s forgotten corners, new ideals surrounding the work-life balance and – of course – some of the eye-catching consumer trends he’s seen throughout the city.
The curious case of the novelty cat that uncovered an ENLIGHTENED BRAND within one of Malaysia’s most renowned organizations.February 2016
The second instalment of TW:IN twin this month comes from Malaysia-based spotter Amira, an Independent Qualitative Market Researcher and Co-founder of The Straits Finery, who explains how a seemingly novelty cat video uncovers an ENLIGHTENED BRAND within.
For this month’s TW:IN twins we taken a look at how brands are moving beyond showing their empathy, humour and flexibility with just a few well-timed tweets, and evolving to a higher state of consciousness. By taking real, meaningful, and sometime painful action brands are becoming ENLIGHTENED BRANDS to improve both individuals lives and the wider world.
This week Brazil-based spotter Mariana Smolka gives us an insider’s perspective on her hometown of Curitiba. As a trend researcher at Mapie, a leading hospitality consultancy company in Brazil, and founder of CuritibaCool, a feed dedicated to displaying the beauty of the region, she is perfectly placed to give us some top tips and trends from the city.
For the second part of this month’s TW:IN twin post, Andrew Ong, a spotter from Singapore and Digital Strategist at Wunderman, discusses how gender is the demographic segment he is observing as the most ripe for disruption in his region.
In Norway, Extreme Sports Week, a nursing home and the World Chess Championships all have something in common: POST-DEMOGRAPHIC CONSUMERISMJanuary 2016
This month’s trend is POST-DEMOGRAPHIC CONSUMERISM and Bianca Olsson, an Oslo-based spotter, Cintinary correspondent and Art Director at PR and communication agency Trigger, shows how Norwegian brands are delighting consumers of all ages by turning traditional age targeting on its head.
This month’s celebrated spotter in our LOCAL LOVE series is Owen from Sydney, a Creative Producer and TV Director currently working for Endemol Shine Australia. He talks us through the growing expectations that consumers are harbouring throughout the city, as well as the innovations that are really getting the city talking.
In the first of our LOCAL LOVE series we call upon Camilla, a Star Spotter based in Singapore, to paint a picture of the region. She takes us through a few emerging trends, major changes and exciting innovations to illustrate the diversity and development present across her local area and throughout the city-state as a whole.