1. IN-HAND BRANDS
In 2015, will your product or service be there the moment Latin consumers need it?
As South & Central American consumers’ expectations grow, their patience shrinks. Smart brands are seamlessly integrating themselves into people’s lives with a sense of urgency.
Busy consumers hate to waste time, they need problems solved and desires realized NOW.
In 2015, they will demand brands add resources and create shortcuts that speed up delivery of their offering(s). And the best brands will be where and when they are needed, before the consumer even knows they want them.
So, when and where do your consumers need (or expect) immediate service?
2. BRIGHT IS BEAUTIFUL
Consumers will love brands that help them show off their knowledge in 2015.
BRIGHT IS BEAUTIFUL and South & Central Americans are desperate to flaunt evidence of their educational endeavors – as status symbols – to their family, friends and followers.
What does this mean for brands in 2015? Beyond integrating learning and literary experiences into consumers’ daily lives (see STATUS SMARTS), consider how you can help consumers express (ok, show off ;) their knowledge.
Can you help them do this through social networks? In Latin America people spend more time on social networks than anywhere else in the world, averaging 8.67 hours per month (comScore, July 2014). Perhaps the opportunity lies offline? Even a pair of jeans can be used to flaunt a love of literature.
3. RECONCILIATION BRANDS
In 2015, take a position in the fight against inequality.
Despite all the progress in South & Central America, there are strong strands of inequality and barriers that divide people in the region. Financial hardship, inequality and prejudice. Routine for many, yet brands traditionally avoid confrontations – such as the rolezinhos (teenagers that used social media to meet at shopping centers) or the polarized elections in Brazil.
In 2015, brands cannot ignore these issues. The gap between rich and poor is a serious issue for 68% of Brazilians (Pew Research, June 2014). Brave brands (large and small) will jump into the discussion.
Will you do your part to promote dialogue, mend wounds, and reconcile?
4. DEMOCRATIC PRICING
Let Latin American consumers decide what you're worth.
In March 2014 we highlighted EMPATHETIC PRICING: targeted discounts that address consumers’ pain points. In 2015, consumers – increasingly accustomed to participation – will drive pricing into new territory.
South & Central American consumers, having lived through years of price fluctuations, will be confident they know what products and services should cost. They’ll demand brands go beyond EMPATHETIC PRICING, and allow them to participate in pricing.
Afraid of discovering how much consumers truly value you? Use DEMOCRATIC PRICING in 2015 to show confidence in your offering and respect for your customers.
5. INSIDE OUT
Why consumers from South & Central America will love brands that take it outside in 2015.
Latin Americans have been hiding (from urban violence) in malls, stuck in traffic, and cramped in condos for years. But since the 2013 protests in Brazil and Mexico, and Venezuela in 2014, residents are rediscovering the value of getting out.
In 2015, urbanites will gather outdoors – from food markets to reclaimed parking spaces – to share experiences. Brands can contribute to making spaces clean, safe and delightful.
62% of Brazilian consumers would exchange the brand they usually buy, for one that improves their city, supports culture and wellness and offers free leisure.
(Ibope/Conecta, August 2014)
Help consumers take it outside!
6. PLAYFUL PERKS
Don't be too serious, Latin consumers will lap up playful perks ;)
Brands in South & Central America often aim for a serious tone of voice to be viewed as professional or respectful. But the explosion of social networks (and brand-run accounts) changed what consumers expect from brands. Interactions with brands should be human: 73% of consumers in Brazil expect brands to build a meaningful relationship with them (Edelman, October 2014).
In 2015, HUMAN BRANDS will go beyond joking with fans and followers online, and will excite consumers with playful perks and surprising interactions.
Forget about the familiar formulae of perks. Your rewards must be provocative, exciting and playful to resonate.
7. CITY CONNECTIONS
Lonely urbanites will love brands that bring them together.
Thanks to the continuing urbanization of South & Central America, and the rhythm of big cities (lots of work, little time off), many residents hardly know their neighbors.
In 2015, lonely urbanites will increasingly want to break down the social barriers that are part of city living. Brands that design their product or service as a way to integrate consumers in the social, public spaces of their city will be embraced.
Is your brand ‘friendly’ enough to help city residents connect? The more connections you drive, the more you will be loved <3
8. OK COMMUTER
In 2015, Latin Americans will embrace brands that seamlessly fit within their journeys.
The crossover between retail and transportation is surely one of the most exciting new areas to be explored in South & Central America.
Inhabitants of São Paulo, Mexico City, Buenos Aires, Bogotá and Lima face a typical commute of 1 hour and 28 minutes.
(Inter-American Development Bank, March 2014)
Consumers in the region are embracing new forms of METRO MOBILITY (from taxi apps and shared rides to revitalized public transport). As the associated status around transport shifts from car ownership to unique experiences, the ability to shop en route will be an experience to be cherished in 2015.
9. ONLIFE SERVICE
In 2015, add control and convenience to Latin consumers' online lives.
How much time should you be on Facebook? Is it ok to text during dinner? Is your data safe? Online life has to be managed (see ONLIFE MANAGEMENT), and it takes time and attention for Latin Americans still discovering the superpowers of smartphone-assisted living.
In 2013, Latin America saw a greater increase in smartphones sales than any other region.
(Gartner, February 2014)
In 2015, while consumers want brands to help them manage their online lives, they still expect to be served and assisted, with total convenience. Brands must help them use technology in ways that are safer, healthier and more productive.
10. BRAND STANDS
In South & Central America, consumers will embrace brands that take a stand (or two) on the issues that matter to them.
According to Pew Research in June 2014, 72% of Brazilians are unsatisfied with the country. Events such as the World Cup and upcoming Olympics made consumers in South & Central America (not just Brazil) rethink the use of public space and their local infrastructure, causing a desperate desire to improve the region to match their national pride.
Finding a solution is not only the government’s concern, people feel empowered to make changes themselves. And they want brands to step up and take a stand. In 2015, they will expect brands to prove they’re committed to the same causes they are.
There are many issues out there – from bullying to bureaucracy – where will you take a stand?
