13 trends of 2013 - by eduardo mapa jr, executive partner at havas media ortega

2013 Trends

15,000 employees

in over

125 markets

We are a global network passionate on trends.

We monitor, decipher and evaluate trends

to bring our clients to the future first.

In 2012, ‘Meaningful brands for a

sustainable future’ talked to over 50,000

consumers in 14 countries.We researched

over 300 brands and importantly explored

new territories such as Personal

Wellbeing + Sustainability.

The Landscape

1. Data and Digital Explosion

The Rate of Innovation has been growing exponentially

Based on the World Intellectual Property Office (WIPO), the number of patents being files in offices has

been growing exponentially. The number of ground-break technologies, from pharmaceutical products, to

machines, to software has been growing as exponentially as the number of facets and problems of our

daily lives that these innovations are trying to touch and improve.

Source: WIPO World Intellectual Property Indicators -

http://www.wipo.int/freepublications/en/intproperty/941/wipo_pub_941_2010.pdf

Technology has been bringing the consumers

into the digital and social spheres

This innovation has been shepherding hundreds of millions of people yearly into the online

realm. The internet population has doubled and the social media population has tripled

roughly in the past 5 years.

Source: ComScore

Technology is transforming how CEO’s

are steering their corporations

CEO’s are aware that development of technology can change the game for existing industries. Advances in sectors

like energy, biotech, and even physics are revolutionizing products and organizational business models.

Source: IBM - Leading Through Connections report

http://www.brandchannel.com/images/papers/536_IBMGlobalCEOs.PDF

2. Experience Prioritization

Multi-Device Ownership

Emerging markets to approach 70% of global smartphone market

Development of app-economy

Ownership across Devices

Pew Internet - US device ownership trends

http://www.pewinternet.org/Trend-Data-(Adults)/Device-Ownership.aspx

Multi-Screen

Each device offers a specific kind of

experience at each part of the day

Experience prioritization is observed in how consumers use each form of screen throughout the day. They use Tablets and Mobile

phones when they commute to work around 6am. Throughout the middle and bulk of the day, they depend on their desktops and

laptops to accomplish their daily tasks. At the end of the day they look to mobile, and to a greater extent tablets, to reward themselves

with technologically-augmented experiences once they get back home and as they multi-screen with their television sets.

3. “Good” Business

Only 33% of all brands are meaningful

Meaningful brands generate increasing

returns for their companies

4. Abundance Mindset

World Remapped : The New Middle Class

The New Middle Class

Various macro socio-economic shifts are converging around the Asian middle-class. The next

generation will dominate the world market in terms of sheer population and more importantly, with

their massive capacity to spend and contribute to their respective economies.

Organization for Economic Co-operation and Development - The Emerging Middle Class

http://www.oecd.org/social/poverty/44457738.pdf

Wealth is moving to Developing Markets

Global GDP Growth Projections

World Economic Forum Insights

http://www.youtube.com/watch?v=Nvx6qGc6X4s

Most of this Growth is driven

by South East Asian markets

Source: Sapient Nitro - US Shopping Experience Report

http://www.slideshare.net/sapient/sapientnitro-gfk-roper-survey#btnPrevious

Asians are leading Digital

13 Trends for 2013

13 Trends for 2013

1. Progressive Screening Enhanced experiences through multiscreen engagement

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are needed to see this picture.

Havas Media Progressive Screens

http://www.youtube.com/watch?v=lioK64vMH3E

insert video

Quiznos

http://www.youtube.com/watch?v=7LQpRQh2KSQ

2. Hyper-targeting

Vertu Video

http://vimeo.com/41416654

Manifestation of "hyper-targeting" by catering to a distinct set of consumers.

Vertu targeted smart phone users within a certain radius from their stores.

3. Micro-Community Small is the next big thing

Google+ Video

http://www.youtube.com/watch?v=BeMZP-oyOII

4. Life Tracking

The Quantified Self

Life Tracking and Quantified Self

http://www.youtube.com/watch?v=pEpNTFU0C0o

Tracking activities in your life, surrounding environments, and social networks to:

1. Measure, monitor and visualize your performance and progress

2. Optimize daily activities and behaviors (exercising, eating, sleeping, etc) to better enjoy life, be healthier and more productive.

3. Make more informed purchase decisions

4. Manage and develop your social reputation

Office dynamics will never be the same again. With LifeCheck, employees log in work-related items like their time-in and outs or the man-hours spent on their daily to-do's.

LifeCheck is backed by in-depth employee data and records, rewards and messages is as personal as it can get.

5. FROM MEMORABLE TO MEANINGFUL

Personal Well-being + Sustainability

Trust is the New Black

Trust is the New Black

The global financial crisis, environmental disasters, and various corporate and government

scandals has created widespread mistrust of corporations, governments and media. More

important than ever to building brand equity and differentiation, trust has become a precious

commodity, and its limited supply in the marketplace has stimulated consumer demand.

Source: Ford consumer trend report - 13 trends for 2013

http://i.usatoday.net/money/_pdfs/ford-consumer-trend-report.pdf

RECYCLEBANK- Recyclebank rewards people for taking green actions

with discounts and deals from more than 4,000 local businesses and national brands.

6. Celebration Nation

Flaunting the New “It” Cultures

The New Glocal: Tipping away from ‘global’ towards ‘local’

‘Glocal’ (global plus local) was widely used a few years ago, as marketers sought to balance

global strategies with local implementation.

The New Glocal: Tipping away from ‘global’ towards ‘local’

NEW LIFE INSIDE QuickTime™ and a

decompressorare needed to see this picture.

Eyes of Arabia

http://vimeo.com/41781051

7. Entrepreneurial Consumers "Being the first is no longer soon enough"

ZaoZao

http://www.youtube.com/watch?v=8CbhLqXXtS4

Manifestation of "entrepreneurial consumers" through “pre-tailing”

or funding designs prior to official their release.

8. Emerging Squared

Emerging markets for emerging

markets:

Before, developed markets

catered to emerging ones while

emerging markets increasingly

catering to developed ones. Now,

there is an explosion in products

and services from emerging

markets for emerging markets.

For example, Chinese and Brazil

selling to middle classes in

Turkey, India, South Africa

9. Newism Global celebration of innovation

BDI Philippines – DAY TO DAY PRODUCTS, GWI Q4, 2012

Digital Channels as a Method of Brand Discovery

Tryvertising through subscription boxes has arrived in the Philippines.

This allows "presumers" to gain exclusive access to the newest products

and brands.

10. Social Snacking Bite-sized social networking

Web Snacking

According to Global Web Index, a vast majority of those who go online through their mobile

phones are frequently online, as half of them are online at least once a day to several times a day

but are only spending bite-sized amounts of time online at a time. This is the trend that we’re

seeing in the local telco industry but we dig deeper in our observed trend - Social Snacking.

Source: Global Web Index - Q4 2012, Average Filipino

Social Snacking

Social media activities form the top activities while they are online on phones: Uploading on

Facebook, updating your “status”, Chatting, Commenting, etc. This is what we call social

snacking. Filipinos don’t just web snack, surfing for short amounts of time, Filipinos snack on

bite-sized social experiences with their friends through their mobile phone

Source: Global Web Index - Q4 2012, Average Filipino

11. Orchestration The New Integration

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are needed to see this picture.

Make TV Sony Interactive Campaign

http://www.youtube.com/watch?v=dEAgynm3Ng8

Manifestation of "orchestration" through use of TV, OOH-TV, and tablet-mobile-laptop,

with each channel having a role of its own depending on its strengths.

12. Social Shopping E-commerce through social platforms

More than just "friend-ing" a brand on a social network, Lyst allows netizens to follow their favorite

brands, designers and bloggers and get their personal recommendations and sales updates.

13. DIY Healthcare

Consumer technology and mobile applications become

accessible conduits for healthcare services of doctors

Screenshots are of the back-pain app that replaces the therapist. This also shows that even

technology / software can be consumerized and personal

Source: Technavio - 2011 report on mobile health market

Technology empowers the patient

to take control of their own health

Withings Blood Pressure Monitoring http://www.youtube.com/watch?v=hYM0gahC04M

As an extension of the iPhone, Withings is a blood pressure measurement gadget that provides accurate

readings and eliminates the hassle of having to depend on hospitals and doctors for healthcare services.

13 Trends for 2013

2013 Trends

Thank You!