the future of dating - brazilian millenial's perspective
TRANSCRIPT
THE FUTUREOF DATINGBrazi l ian mi lennials perspect ive
M A R C E LO B R A S I L E I R O | J Ú L I A R E I N H A R D T
I N T R O D U C T I O N - C U LT U R A L FA C T S
INTERACTION
Datingis a SOCIAL
To us it is about connections and bonds.
Brazilians are intuitive, expressive, talk loudly and love human contact and getting to know new people.
Bureaucratic country, full of laws = we need leisure!BR US
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UncertaintyAvoidance
spotted online vs offline
Brazilian spotted has gone viral on social media. It is used by college students who are trying to fnd out more about someone they saw passing by or had a brief conversation with.( (
I N T R O D U C T I O N - C U LT U R A L FA C T S
fundamental”
“Que me perdoemas feias, mas beleza é
Vinícius de Moraes
23 million plastic surgeries (more than USA)
Brazilian woman and man love to groom themselves
Brazilian beauty and personal care industryis worth more than U$ 42 bn (more than half of Latin America market)
World Cup Online Meme: “Brazilians, in general, are too concerned about appearance and beauty [...] sometimes it is too much. In Germany it is not like that” - Ulrike Neumann.
I N T R O D U C T I O N - C U LT U R A L FA C T S
- Ohhh, how pretty!- No wait!
T R E N D F O R C E S
To 82% of Brazilians internet-users online consume is “convenient”
practical fits our needs+
They research at least 6 sources on the web before buying things.
T R E N D F O R C E S
Millennials spend more than 5 hours a day on computers and mobiles
They are more likely to trust it and create exchanges that were unthinkable just a few years ago.
According to KPMG International 2013 Digital Database, Brazilians millenials are ”one of the “world’s most voracious users of digital media”.
Brazilians are internetheavy users
privacysharing
De-facing, de-leting and de-sharing
X
S O U R C E D T R E N D S
Feeling of loss of privacy
Brazilian Facebook profile picture
Increase of awarness about what is shared.
S O U R C E D T R E N D S
Dating appsBrazilian millennials are prolific users of social media
Tinder and Grindr use social networking as their core and fast and simple curation, gamification and shopping as it’s logic.
New swipping consumption of people.
Tinder grows 140% per month in Brazil and soonthis will be the second market of the app (just behind US).
Professional datingLinkedup
Past: keep things professional, strong separation between work and relationship
Brazilian justice fined companies that are restricting relationships.
S O U R C E D T R E N D S
Current time: it’s forbiden to forbid.
S O U R C E D T R E N D S
REASONS FOR INTERTWINNINGRELATIONSHIPS AND WORK
Reasons for intertwining relationships and work:
Employers mechanisms to keep employees working
sensibility with each other schedule.
even though Brazilians work journey has been reduced in 2004, the intertwinement of work and leisure resulted in more working hours
assumed earning power.
home work
overtime goals
“To inspire and nurturethe human spirit [...]”
C L I E N T O V E R V I E W
Known by its innovative nature
Starbucks mission
Friendly and trained staff
Products that fits well Brazilian coffee consumption
C L I E N T O V E R V I E W
STARBUCKS environment
Free wi-fi and power outlets
Tables for up to 6 people meetings
Brazialins think Starbucks as status, it is an informal and trendy.place
in Brazil, Starbucks is a coffe place as opposed to a coffee place
New Starbucks in Rio de janeiro, near Cantagalo metro (subway) station
“Starbucks needsto be aware of...”
Culture of coffee as a soft-drink
one thing Starbucks has already started doingis using national known igredients (localize).
We like third-places between home and work to chill with friends (specially in big cities, as São Paulo).
When it comes to coffee, we have a strong tradition of sharing it - we are very collective.
S T R A T E G I C R E C O M E N D A T I O N
BR US
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Individualism
S T R A T E G I C R E C O M E N D A T I O N
WE HAVE jogo de cinturaAbility to make decisions calmly, flexibly and quickly in difficult situations
S T R A T E G I C R E C O M E N D A T I O N
“We have our own ways”
We have a lot of biodiversity:
The country is in a constant state of transformation - and it’s challanges require a natural hability to adapt.
In order to create strong emotional connections to Brazilians, it is necessary to respect our culture: there is so much one can impose it’s own sensibility.
Exotic nature, sunny beaches, sensual spirit, tradition, urban vibe, ...
Amazonia Rain Forest, Copacabana,Salvador, Brasilia, Rio Grande do Sul,
and São Paulo
S T R A T E G I C R E C O M E N D A T I O N
adaptability collaboration
Cobrandingrefreshing view
sophisticated strategy made for a adaptable place
S T R A T E G I C R E C O M E N D A T I O N
Starbucks + Tinder
Coffee-based match-making app
Geo-location and opportunity = “let’s have our coffee?”
Appeal to same-kind-of-coffee niche market with focus on sharing.
possible everification of honest use
people could receive more information about that coffee they both like.
Personalized marketing could be used to offer the coulple other products they have consumed in the past.
It’s a match!
S T R A T E G I C R E C O M E N D A T I O N
Daters should be invited to pay attention to their date: no work, no social media (offline proximity to Brazilian Spotted).
GET OUT OF THE PHONE(please)
Brazilian actor Caio Castroshowing how to multitask
S T R A T E G I C R E C O M E N D A T I O N
COFFEE FOR TWO
Two or more concentrate coffee pods would be a strategy to continue the Starbucks sharing experience at home.
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