Icga Flamingo Trends Copy (1)

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Cultural"intelligence"

CHEWING""GUM"&""

"THE""

GLOBAL"CONSUMER"

ANNIE"AUERBACH"Interna'onal*Chewing*Gum*Associa'on*6*May*2014*

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L O N D O N · S I N G A P O R E · T O K Y O · N E W Y O R K · S H A N G H A I

WE DELIVER STRATEGIC CONSUMER INSIGHT THROUGH A CULTURAL LENS

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W E H AV E O F F I C E S I N S I X L O C AT I O N S B U T W O R K A L L O V E R T H E W O R L D … A N D N O W O N E M O R E

LONDON

SINGAPORE

TOKYO NEW YORK

SHANGHAI

MUMBAI

SÃO PAULO

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… D E L I V E R I N G B I G I D E A S W H I C H

C R E AT E O P P O R T U N I T I E S F O R G R O W T H

THROUGH

CULTURE TO

B IG IDEAS

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HOW WE WORK

PEOPLE

BRANDS

I N C I S I V E S T R AT E G I C T H I N K I N G T O S H A P E

S U C C E S S F U L , S U S TA I N A B L E , C U L T U R A L LY - R E S O N A N T B R A N D S

CULTURE

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WHO WE ARE

Cultural Intelligence is a specialist consultancy practice within Flamingo. We analyse drivers of change, cultural shifts, trends and tensions and use inspiration from the world’s best cultural thinkers and makers to open up new and emergent perspectives on brand questions.

ABOUT CULTURAL INTELLIGENCE

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THE CULTURAL LENS

8 universal and foundational themes which shape people and culture across the world. Helping us collect intelligence, thinking and source expert partnerships.

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BIG GLOBAL DRIVERS FOR THE FUTURE GUM CONSUMERS

URBANISATION + FAST PACE OF CHANGE + TECHNOLOGY BOOM

Opportunity, dynamism, modernity

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AND EMERGING OPPORTUNITIES FOR GUM…

URBANISATION + FAST PACE OF CHANGE + TECHNOLOGY BOOM

Opportunity, dynamism, modernity

TIME HARRIEDNESS: OUT OF SYNCH MENTAL STRESS, ANXIETY: TIRED, BUT WIRED

COMPETITIVE WORLD: A NEED FOR PERSONAL EDGE

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OUT*OF*SYNCH*LIVES*Society"is"atomising"and"fragmenMng:""•  "flexible"working"paUerns"•  "family"structures"breaking"down,"rise"of"the"singleton"

•  "feeling"that"the"pace"of"life"erodes"relaMonships"and"forces"out"of"synch"with"our"loved"ones"

""

The"chances"of"South"Korean"women"never"marrying"have"risen"from"9%"in"2000"to"15%"today"Women&in&S&Korea&&The&Economist&2013&&

Divorce"rate"in"Delhi"doubled"in"past"4"years.""Punjab"and"Haryana"have"seen"an"increase"of"150%"in"last"decade""Indiadivorce.com&

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Cultural"intelligence"OUT*OF*SYNCH*LIVES*

Commuters)travel)on)the)Tokyo)subway)per)year.)2.4bn)in)Moscow,)2bn)in)Seoul)and)Shanghai)and)1bn)in)London)3bn""

Katherine&Schulz&Richard,&About.com&&

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OUT*OF*SYNCH*LIVES*

LIFE*IN*TRANSIT*

*We"are"spending"most"of"our"leisure"Mme"commuMng"in"a"high"stress"environment."""The"world"average"commuMng"Mme"is"40"minutes"one"way"(worldmapper.org);"while"35%"of"global"commuters"regularly"experience"delays"of"over"an"hour"on"their"commutes"to"an"from"work.""IBM&Global&Commuter&Pain&Survey,&2011&""Liminal,"or"‘in"between’"spaces"are"becoming"incredibly"valuable.""We"have"zero"tolerance"for"downeMme.*"

Those)‘between)spaces’)in)our)lives)–)when)we)are)on)the)train,)in)a)cab,)at)an)airport)–)add)an)extra)£9bn)a)year)to)the)economy)(Britain)on)the)Move,)CBS)Outdoor)&

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Cultural"intelligence"OUT*OF*SYNCH*LIVES*

Billion)cups)of)coffee)are)drunk)everyday.)Coffee)is)a)proxy)for)a)much)needed)pause,)providing)a)miniLboost)to)get)us)through)the)day.))1.6"

Source:&InternaIonal&Coffee&OrganisaIon&

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“We$have$more$'break'$

times$than$ever$but$

these$often$turn$out$$to$

be$moments$of$empty$

space$in$our$busy$

lifestyles”$

Prof.&Dale&Southerton,&Sociologist,&The&University&of&Manchester&

OUT*OF*SYNCH*LIVES*

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OUT*OF*SYNCH*LIVES*

ON6DEMAND*LIVES*

The"emergence"of"on"demand"TV"means"that"viewers"can"watch"their"favourite"shows"on"their"own"schedule"and"ogen"mulMple"episodes"at"a"Mme."""Snacking"has"replaced"the"tradiMonal"three"square"meals"ritual""We’re"snacking"and"bingeing"and"seeing"the"erosion"of"our"rouMnes,"a"lack"of"anchors"which"bring"us"in"synch"with"ourselves"and"our"loved"ones"

Snacking"will"be"so"ubiquitous,"the"term"‘snacking’"

will"cease"to"exist."It"will"just"be"‘eaMng’."

)Dr)Morgaine)Gaye,)Food)Futurologist))

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When$the$family$does$

eat$together,$40%$start$

eating$before$others$

arrive,$38%$use$mobile$

phones$and$10%$think$

it’s$OK$to$wear$

headphones$Survey&by&Bisto&2011&

OUT*OF*SYNCH*LIVES*

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GUM*FILLS*OUR*LIMINAL*SPACE*Our"low"tolerance"of"downMme"and"‘empty"space’"is"a"rich"

opportunity"for"gum.""

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GUM*IS*A*PUNCTUATION*IN*OUR*ALWAYS6ON*LIVES*Gum"injects"a"pause"in"the"day"that"allows"us"to"stop"and"think,"giving"us"a"

greater"feeling"of"control"over"the"cadence"of"life.""

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GUM*CREATES*RHYTHM*IN*AN*AGE*OF*ASYNCHRONICITY*As"we"demand"more"from"our"Mme"during"the"day,"keeping"a"rhythm"to"help"cope"with"chaoMc"schedules"can"be"essenMal"to"maintaining"an"understanding"

and"sense"of"order."

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Cultural"intelligence"TIRED*BUT*WIRED*

2.*TIRED*BUT**WIRED*"•  Technology"is"fuelling"a"world"where"it’s"almost"impossible"to"disconnect"and"zone"out"

•  Busyness"is"the"new"social"currency"

•  Economic"squeeze"is"puing"the"pressure"on"us"to"‘do’"more"than"ever"to"feel"secure"in"our"jobs"and"family"life."A"culture"of"presenteeism"

"

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check)their)smartphones)every)morning)within)an)hour)of)waking)up.)72%"

Sleeping&with&your&Smartphone:&How&to&Break&the&24/7&Habit&and&Change&the&Way&You&Work,&2012&

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2.*TIRED*BUT**WIRED*"We"are"confusing"mental"exhausMon"with"physical"exerMon""•  Our"lifestyles"are"increasingly"

more"sedentary"

•  People"are"spending"17"hours"and"30"minutes"each"day"at"home."20"minutes"longer"than"in"2010."UK*IPA*TouchPoints*4*

•  We"channel"all"our"energy"in"social"media"&"gaming"that"fuels"our"adrenaline"

Every"hour"you"sit"reduces"your"lifespan"by"22"minutes"e"

compared"with"11"minutes"knocked"off"by"a"cigareUe"

The"Daily"Telegraph"2014""

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TIRED*BUT*WIRED*

WE*CAN*CONQUER*KINGDOMS*WITHOUT*PHYSICALLY*MOVING*

IN*THE*MACHINE*ZONE*Anthropologist"Natasha"Schull"argues"that"social"networks’"plakorms"are"designed"to"induce"a"state"of"addicMon"akin"to"gambling;"she"calls"this"the"‘machine"zone’:"""“It's)a)powerful)spaceLSme)distorSon.)You)hit)a)buUon.)Something)happens.)You)hit)it)again.)Something)similar,)but)not)exactly)the)same)happens.)Maybe)you)win,)maybe)you)don't.)Repeat.)Repeat.)Repeat.)It's)the)pleasure)of)the)repeat,)the)security)of)the)loop.”))

10,000""

The"number"of"hours"the"average"young"person"spends"gaming"by"

the"Mme"they"reach"21.""

TIRED*BUT*WIRED*

Source:&Jane&McGonigal&Ted&Talk&on&serious&games.&&

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“Screen$technologies$cause$high$arousal,$which$in$turn$

activates$the$brain$system’s$underlying$addiction$and$

reward,$resulting$in$the$attraction$of$yet$more$screenGbased$

activity”$Y&B.&Susan&Greenfield,&CBE,&Telegraph&

TIRED*BUT*WIRED*

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CHEWING*GUM*PROVIDES*OUTLET*FOR*PHYSICALITY*Gum"allows"us"to"expend"our"penteup"physical"energy"and"adrenaline."

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THE*ACT*OF*CHEWING*GUM*MIRRORS*OUR*MENTAL*ACTIVITY*Even"whilst"we’re"living"sedentary"lives…"

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Cultural"intelligence"A*NEED*FOR*PERSONAL*EDGE*

3.*A*NEED*FOR*PERSONAL*EDGE*"In"a"world"where"there"is"a"significant"growth"in"the"middle"classes"and"jobs"are"becoming"increasingly"white"collared"and"compeMMve,"being"at"your"best"is"an"imperaMve.""CompeMMon:"the"need"to"stand"our"personally"&"professionally""Globally"we"are"moving"towards"parity"across"educaMon"levels"and"wealth."""

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‘The$world$is$no$longer$separated$into$the$West$and$the$rest.$

Most$of$humanity$is$now$in$the$large,$dromedaryGlike$hump$in$

the$middle”$The&Poverty&Curve:&From&Two&humps&to&One.&The&Bill&Gates&2014&Annual&Le]er&

A*NEED*FOR*PERSONAL*EDGE*

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4.9"bn"people)expected)to)be)in)the)global)middle)class)by)2030.)

United&NaIons,&world&habitat&Study,&2013&


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“For$China's$emerging$middle$class,$this$is$an$age$of$aspiration

—but$also$a$time$of$anxiety.$Opportunities$have$multiplied,$but$

each$one$brings$pressure$to$take$part$and$not$lose$out”$Leslie&Chang,&NaIonal&Geographic&,&China’s&Middle&Class&


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"The$whole$[Marginal$Gains]$

principle$came$from$the$idea$

that$if$you$broke$down$

everything$you$could$think$of$

that$goes$into$riding$a$bike,$and$

then$improved$it$by$1%,$you$will$

get$a$signiTicant$increase$when$

you$put$them$all$together,”$$

Sir$Dave$Brailsford,$Team$Sky$GM$$Source:&&BBC,&2012&

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“The$average$’knowledge$worker’$switches$tasks$every$three$

minutes,$and,$once$distracted,$it$takes$nearly$a$halfGhour$to$

resume$the$original$task.”$Maggie&Jackson,&author,&Distracted:&The&Erosion&of&A]enIon&and&the&Coming&Dark&Age&


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Mihaly&Csikszentmihalyi,&author&Flow&

"Do$you$ever$get$

involved$in$something$

so$deeply$that$nothing$

else$seems$to$matter$

and$you$lose$track$of$

time?"$

A"NEED"FOR"PERSONAL"EDGE*

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GUM*GIVES*YOU*EDGE*IN*A*COMPETITIVE*WORLD*In"a"compeMMve"environment"where"distracMon"is"increasingly"a"

major"culprit,"gum"gets"you"‘in"the"zone’"and"gives"you"an"edge"ahead"of"the"rest."""

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GUM*BRINGS*FOCUS*AND*GETS*YOU*INTO*YOUR*FLOW*Rhythmic""chewing"is"a"means"to"block"out"the"world,"focus"your"

aUenMon"on"the"task"at"hand…"an"aid"to"mindfulness?""

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URBANISATION + TECHNOLOGY BOOM Opportunity, dynamism, modernity

TIME HARRIEDNESS: OUT OF SYNCH Gum gives me rhythm and punctuation in always on lives

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TIME HARRIEDNESS: OUT OF SYNCH Gum gives me rhythm and punctuation in always on lives

MENTAL STRESS, ANXIETY Gum is a physical outlet for pent-up frustrations in our tech-heavy lives

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TIME HARRIEDNESS: OUT OF SYNCH Gum gives me rhythm and punctuation in always-on lives

MENTAL STRESS, ANXIETY Gum is a physical outlet for pent-up frustrations in our tech-heavy lives

A MORE COMPETITIVE WORLD Gum gives me flow, concentration & edge in a more competitive world

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Thank*You**

Annie*Auerbach*Global"head"of""

Cultural"Intelligence""

[email protected]""

@annieauerbach""

*

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Created by: Annie Auerbach Email: [email protected] Postal Address: 1st Floor, 1 Riverside Manbre Road, London W6 9WA Telephone: +44 207 348 4950 (Switchboard) Website: flamingogroup.com Blog: flamingolondon.com Twitter: @flamingolondon

Icga Flamingo Trends Copy (1)

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