As we detail in our new report, “The Brazil Opportunity: A Guide for Marketers,” Brazil is an increasingly important frontier for international brands. Over the past decade, millions of Brazilians have been lifted out of poverty and into the middle class. By 2020, the annual spending power of Brazilian households is expected to add up to $1.6 trillion, per the Boston Consulting Group.
As income grows, Brazilians’ shopping baskets are expanding and their tastes are evolving. Data collected by Euromonitor International shows that consumers have been allocating substantially more money to housing, food and drink, and transportation during the last decade. Indeed, when income reaches a certain level, shopping behavior changes quickly, according to BCG. When annual household income rises to about $15,000, for instance, spending jumps on postpaid mobile phone plans, and families earning between $15,000 and $30,000 a year say they trade up on cars. The service sector is the most likely to see fast growth, with consumers spending on personal services, financial services and private education.
To learn more about how brands can succeed in Brazil, read the Executive Summary on SlideShare or purchase the 82-page report here.
In the decade since the BRIC moniker was coined, Brazil has emerged as an economic giant and a robust new market for brands. The middle class has mushroomed—from just 38 percent of the population in 2003 to 54 percent today—and, enabled by easy access to credit, now represents a rich consumer base.
Based on on-the-ground research, our latest report, “The Brazil Opportunity: A Guide for Marketers” is a wide-ranging introduction to a complex culture, consumer mindset and media landscape: a look at the forces that have shaped Brazilian society and how it’s evolving in tandem with massive political, economic and social shifts. Throughout, we include takeaways for brands and examples of how domestic and international marketers are engaging and motivating Brazilian consumers.
While growth has slowed recently, and intractable issues such as underserved infrastructure persist, brands will find a relatively uncluttered market and a nation of young spenders who are hungry to try and buy new things and optimistic about their financial future. Looking ahead, average real wages are expected to grow; government programs are spurring competitiveness and innovation; and two massive global events (the FIFA World Cup in 2014 and the Summer Olympic Games in 2016) promise to put a spotlight on Brazil and drive spending. By 2020, the annual spending power of Brazilian households is forecast to reach $1.6 trillion.
“The Brazil Opportunity” provides a foundation for brands looking to succeed in this burgeoning market, diving into four key areas. For more, click through our Executive Summary. To purchase the 82-page page report, click here.
“In truly public space—on sidewalks, in parks, on buses and on trains—we move face down, our phones cradled like amulets,” writes a Salon columnist in an article arguing that mobile phones are helping to fray the urban social fabric. And The Guardian’s Oliver Burkeman recently complained, “I’m forever navigating around people utterly absorbed in their phones” as New Yorkers have become “distracted walkers.” Of course, it’s not just the public sphere: It’s in meetings, at meals, during family time and with friends, as the viral video “I Forgot My Phone” makes clear.
Increasingly not only cultural observers but the offenders themselves are becoming more aware of how much time they spend looking down, immersed in mobile devices. Watch for a “heads-up movement” as people start making a more concerted effort to be more attuned to people and the environment around them, and ask others to do the same. The irony is that in some cases this will be enabled by technology itself, as wearable tech like Google Glass can help users have it both ways.
Read our roundups in magazine form on Flipboard, via the iOS and Android app or online; click here to find our magazine collection.
-An FT special report on South Korea includes a look at the growing influence of its pop culture and the expansion plans of hot messenger app KakaoTalk.
-The Economistexamines the recent “gyrations” in emerging market economies.
-In the week of the Twitter IPO, the AP warns that the service’s appeal is weakening in Asia and spotlights user burnout among high-profile Tweeters. The Wall Street Journal asks marketers how they would like to see Twitter improve its service. Pew takes a look at how many young adults get their news from Twitter.
-The Economistspotlights China’s online-video market: the world’s largest, most innovative and most competitive.
-The New York Times’T magazine reports on the rise of “Instagram envy” and a new kind of voyeurism.
-A columnist in The Telegraph suggests that “competitive interestingness” is the new social disease.
-Data maven and global health professor Hans Rosling outlines five key facts about today’s world, via the BBC.
-A BCG study shows that Millennials are concerned about privacy, with consumers in developing markets less cautious, explains Time.
-Time argues that China’s economy will never surpass America’s unless the country can learn to innovate.
-Ad Age takes a look at how Western brands are competing for the attention of China’s middle class by participating in Singles Day.
Millennials are the first global generation, sharing more values and traits than any cohort before them, thanks to a globalized economy and digital connectivity. Our recent research on BRIC Millennials confirmed that this cohort feels a strong connection with peers across borders and cultures.
For our recent trend report “Meet the BRIC Millennials,” we surveyed 1,640 Millennials (ages 18-35) in Brazil, Russia, China and India using SONAR™, JWT’s proprietary online tool. More than 7 in 10 feel that people around the world are more alike than different, while 6 in 10 say they have more in common with young people in other countries than older people at home. This notion is more than theoretical: Half of respondents (and as many as 64 percent of Indian Millennials) say they have friends all over the world.
As the world becomes even more interconnected, cultural exchange continues to broaden—a trend most Millennials embrace. Seven in 10 appreciate the influence of other cultures on their way of life. This doesn’t necessarily mean a weakening of national identity (last week we reported on how BRIC Millennials are balancing globalization with tradition). While around two-thirds of Indians and Brazilians see themselves as global citizens first and citizens of their homeland second, only about half of Chinese and Russian youth concur.
For more, download our report “Meet the BRIC Millennials” here or browse an abridged version on SlideShare.
“Down with online crybait!” declared a Salon article yesterday by Mary Elizabeth Williams. “Somehow,” she writes, “we’ve now created a world in which after proving to yourself that you’re not made of stone, you’re then encouraged to brag about it on Facebook, announcing that ‘This made me bawl my eyes out because I am still a person who cares about things and I am not yet dead inside and if you care about things you’ll cry too!’” She references a certain type of Upworthy video, the BuzzFeed fodder that promises to “restore your faith in humanity,” and the whole category of “the thing that happened to someone somewhere in the world and is now supposed to make you a better person.”
It seems that more marketers have been going this route as well, creating tearjerkers as a way to strike a chord and win shares. “This New Skype Ad Might Make You Cry at Work,” declared Co.Create a few days ago, referencing a three-minute-long commercial that’s garnered close to 900,000 views on YouTube in the last week. The spot, which Adweek describes as both “manipulative in the extreme” and “irresistible,” tells of two girls, both born without a left arm, who become best friends via Skype and finally meet in person years later. Another recent example: the Thai commercial that “has everyone reaching for their hankies,” as a Daily Mailheadline put it. Also three minutes long, the sentimental ad for cell phone company TrueMove H has tallied more than 14 million views since it was posted two months ago.
All this “glurge” (or treacle), as Williams calls it, serves to counteract the deep vein of darker fodder on the web, of perverse humor, snarkiness, anger and gossipy fluff. But will too much of it result in a backlash, with people feeling endlessly manipulated, as Williams does? “How about the next time a box of tissues is invoked, it’s for a sneeze?” she writes.
Among the sessions at the recent 3% Conference in San Francisco was a conversation between our director of trendspotting, Ann Mack, and tech guru Guy Kawasaki on trends and technologies that will shape the near future.
The conversation touched on several key trends we’ve outlined in recent years. The two discussed how mobile technology is changing the way we navigate the world. Mobile devices also serve as a fingerprint of sorts, storing health records, keys and an array of personal information in one place. The proliferation of biometric authentication, such as the fingerprint sensor in Apple’s iPhone 5S, will further drive this phenomenon. Meanwhile, wireless connectivity is being embedded in more products, from cars to watches to homes, ushering in a wave of Intelligent Objects.
Mack and Kawasaki also explored social media: how it’s affecting people’s perception of themselves and others, the explosion of the visual economy (Pinterest, Instagram, et al.) and what’s next. As a backlash to oversharing on social media, and as more people become fearful of the erosion of online privacy, they are Going Private in Public, as we’ve termed the trend. As Mack explained, “We still want to live private lives, but we’re finding creative ways to work the system or carve out private spaces.”
To learn more about some of the trends discussed during the session, purchase our 10 Trends for 2013 report.
As outlined in our recent trend report, “Meet the BRIC Millennials,” the Millennial generation is the most global yet, embracing a more international orientation and sharing more commonalities than any before them. (And as we’ve noted, many look abroad for both education and work.) At the same time, according to our research, this group retains a loyalty to their traditions. They believe in preserving national customs as well as family traditions, despite the rapid changes in society over the past few decades.
Our survey covered a total of 1,640 Millennials (ages 18-35) in Brazil, Russia, China and India and was conducted using SONAR™, JWT’s proprietary online tool. It showed that China and Russia are the most bound to family traditions—around 9 in 10 Russian and Chinese Millennials feel that holding on to family traditions is important. But fewer than half of Russians say their generation cares a lot about preserving traditions, and they are most apt to worry that traditions are getting lost in a globalized world. Brazilians are the least committed to tradition across the board.
Russians understand that it’s impossible to reap all the benefits of modernization without sacrificing some traditions—and as a result, they’re questioning how to keep the traditional way of life alive. Brazil stands out among the BRICs as having a shorter history, and it’s also seen waves of immigration over the centuries, meaning that its traditions are less entrenched and constantly morphing.
For more, download our report “Meet the BRIC Millennials” here or browse an abridged version on SlideShare.
Last year we published a study on the tech habits of Gen Z, the generation born after 1995, examining the notion that digital is in their DNA. A few new studies are shedding more light on these habits. Nearly 4 in 10 American kids under age 2 have played games, watched video or the like on a mobile device; by age 8, more than 7 in 10 have used a mobile device, according to a Common Sense Media study released this week. In the U.K., use of tablets at home has tripled, to 42 percent, among kids age 5 to 15 since 2012, and 28 percent of toddlers age 3 to 4 use a tablet at home, according to a new study from Ofcom.
“We’re seeing a fundamental change in the way kids consume media,” Common Sense founder Jim Steyer told Mashable. As a result, this week the American Academy of Pediatrics issued guidelines for a “family media use plan,” recommending that electronic devices be banned during meals and after bedtime and that parents institute rules covering Internet, social media and cellphone use, as The Wall Street Journal reported. Timed around this flurry of news and data, NPR focused on “digital childhood” this week, while The Guardianspent today live-blogging on the topic, spotlighting an array of data and both the upside and the downside of a tech-immersed childhood.
Brands are quickly shifting to appeal to mobile-enabled tots. This week Disney announced it would launch a new series for preschoolers, Sheriff Callie’s Wild West, via its Watch Disney Junior mobile app and a website; it will only come to TV next year. “We have been amazed at how quickly kids have embraced this new technology. We’re talking billions of minutes spent watching,” Nancy Kanter, general manager of Disney Junior Worldwide, told The New York Times. The company’s research found that more than half of households with kids own a tablet, a 40 percent jump from 2012.
Remixing Tradition, one of our 10 Trends for 2014, is the idea that rather than discarding traditions, people are mashing up the old with the new to create their own recipes for what feels right. As part of this trend, people are coming to a new appreciation for old traditions—whether from their own or other cultures—as they look to balance out rapidly changing social norms and customs.
A new Shiseido effort in the U.S. shows how brands can leverage this sentiment. The Japanese cosmetics company is adapting the Shinto tradition of worshippers writing wishes on ema, small wooden plaques, for the social media age. A Facebook app, #SharetheEma, lets users honor those who inspire them by sending a virtual ema. Sample message: “Your beauty is only surpassed by what you hold inside.” —Marian Berelowitz
Two of our 10 Trends for 2014—Mindful Living and Raging Against the Machine (the idea that we’re starting to fear and resent technology)—intersect in a rising impetus to use digital devices more mindfully. With its new InTheMoment campaign, Buick puts itself at the center of this idea, urging: “Join the movement to look up from your phone and live for the moment. Pledge to engage more, connect more, share more, explore more.” (The sentiment also taps into what we’ve termed the “Heads-Up Movement.”)
The campaign targets Millennials, the generation most immersed in their phones and most open to the mindfulness message, by hitting key platforms for the cohort. There’s a “Get Off the Phone Song” video from YouTube stars Rhett and Link, a “Get in the Moment” Tumblr, a Buzzfeed listicle and a social media pledge. —Marian Berelowitz
Two years ago, Snapchat pioneered the concept of ephemeral photo and video messages that disappear shortly after receipt. The app has been so popular, especially among younger mobile users, that the company reportedly turned down a $3 billion acquisition offer from Facebook. Now, an array of apps are translating the concept for older people concerned about privacy and security.
Wickr uses “military-grade encryption” and lets recipients view text, photo or video messages for up to six days (vs. up to 10 seconds on Snapchat). There’s also the messaging app Gryphn, and Frankly (“Speak Freely. Speak Frankly”) includes anonymous group messaging. TigerText offers secure messaging for the enterprise and is proving popular among health care providers, as it helps them comply with patient-privacy rules. Beyond apps, SecretInk is a website where people can send emails or texts that self-destruct once read. —Marian Berelowitz
One of our Things to Watch for 2013 was Gender-Blurred Toys: Kids’ brands are producing more against-stereotype products like Easy-Bake Ovens for boys or construction sets for girls. This week a commercial for GoldieBlox, a toy company that aims to “inspire future engineers” with building games for girls, has been connecting with consumers.
The spot, which has collected 3.6 million views since Sunday, shows three girls creating their own whimsical version of a Rube Goldberg scenario, with a soundtrack that takes inspiration from the not-exactly-feminist Beastie Boys song “Girls.” Sample lyrics: “It’s time to change/We deserve to see a range/’Cause all our toys look just the same/And we would like to use our brains.” —Marian Berelowitz
Today’s superheroes are fighting more than just villains. Marvel’s new character, a Muslim-American teen named Kamala Khan (dubbed Ms. Marvel), is the latest hero to diversify the world of comics. Khan is a 16-year-old living in New Jersey and dealing with typical superhero problems: keeping her powers a secret, feeling like an outcast—and dealing with the tensions that often come with being a Muslim in America. Khan is not the first hero to break from the standard mold. In 2011 Marvel introduced a half-black, half-Hispanic iteration of Spider-Man, and last year DC Comics announced that Alan Scott, the original Green Lantern, is gay.
Expect more revamping of super-worlds to better reflect the real world. When asked about the creation of Ms. Marvel, Marvel’s editor-in-chief said, “The Marvel Universe is best when it reflects the diversity of the world around it but sculpts a narrative that is universal.” —Hallie Steiner
One of our 100 Things to Watch in 2013 is Nature As Antidote, the idea that with urbanization rising around the world, more people will retreat to nature to escape the stressors of the city. Another driver of this trend will be our immersion in the digital world. A new U.K. film, Project Wild Thing, proposes that today’s kids spend too much time indoors, glued to their screens, and that they need more nature in their lives.
In tandem with the film, The Wild Network brings together organizations focused on anything related to kids and “wildness, the outdoors, outdoor play, outdoor education, or nature” in a bid to get more youth to “swap some screen time for WildTime.” Watch for more efforts to get people young and old to connect with the natural world, or at the least, to spend more time outdoors. —Marian Berelowitz
We’ve been talking about Objectifying Objects—fetishizing the physical and tactical as objects get replaced by digital/virtual counterparts—since putting it on our 100 Things to Watch in 2011 list; last March, our report “Embracing Analog” updated the idea. The latest manifestation of this trend: The new book S., conceived by the director-producer J.J. Abrams (Lost, among many other things). Inside the book, written by author Doug Dorst, are handwritten letters and notes, postcards, a newspaper clipping, photocopied book pages and more. “In a digital age, it’s a distinctly analog object. It felt romantic to me,” Abrams explained to The New York Times. While S. is available in e-book form, “The fun of S. is having the book itself,” Abrams said. “To physically hold it is kind of the point.”
The more we embrace tech-centric lifestyles, the stronger the urge to experience the polar opposite and the more keenly aware we’re becoming of what’s unique about physical objects. —Marian Berelowitz
Still don’t know what happened to Walter White and Jesse Pinkman on Breaking Bad? Don’t let Facebook, Twitter and the rest of the world ruin it. Netflix, one of the prime avenues for catching up, offers Spoiler Foiler, which blacks out Tweets with “danger words” related to the show. More ambitiously, the new Spoiler Shield iOS app is working to keep pop culture surprises safe by offering “shields” for more than 30 TV shows, as well as baseball and football games (this video explains it further). “Spoiler alert protection has become a cultural necessity,” declares a press release. Meanwhile, a high school student developed Twivo, a Google Chrome extension that lets users block keywords from Twitter. —Aaron Baar
Recent research from Brigham Young University isgarnering buzz for the finding that “Instagram can ruin your dinner,” as BYU’s press release puts it. The study by two marketing professors concludes that overexposure to food imagery on social media increases satiation (a decline in enjoyment with repeated consumption). Thus, explains co-author Ryan Elder, “In a way, you’re becoming tired of that taste without even eating the food. It’s sensory boredom—you’ve kind of moved on.”
The phenomenon isn’t new—but the finding of sensory boredom in this context, and the growing emphasis on social media imagery, may mean that “being constantly switched on is turning us off,” as an Evening Standardcolumnist suggests. Richard Godwin writes that beyond food, “aesthetic ennui” is setting in and that thanks to visual overload, “stuff that used to seem quite fresh … is now a bit, like, meh.” —Marian Berelowitz
On our list of 100 Things to Watch in 2011, we forecast that brands would start leveraging CAPTCHAs—the distorted letters that must be typed into a box to proceed with a purchase or other online activity—by requiring users to type in relevant words or slogans. Solve Media, the company that’s been touting this idea, said in June that its so-called Type-In ads racked up 1 billion-plus engagements last year and that it expects to reach 4 billion in 2013.
Now there’s another idea in this space: PlayCaptcha, from Future Ad Labs in London, gamifies the process. For instance, a Heinz game requires visitors to add some virtual Salad Cream into a sandwich, and users must clean a dirty digital penny by dragging it to a bowl of Reckitt Benckiser’s Cillit Bang. Engagement, which is less annoying than deciphering bizarre lettering, is guaranteed. —Marian Berelowitz