The Age of Disruption, clustering the global trends——Sarie

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CARTILS’ SERVICES

THIS YEAR IN REVIEW

WHAT SHAPED THIS YEAR’S TRENDS

GOOGLE’S SUMMARY OF THE YEAR’S MOST

POPULAR SEARCH TERMS OFFERS A SNAPSHOT OF

THE GLOBAL MOOD.

THE AGE OF DISRUPTION

SOURCES

TRENDCLUSTER™ 15

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5 TRENDCLUSTERS FOR 2015

INTROVERT / CONSERVATIVE

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Motivational frame of reference

TRENDCLUSTER™ 15

CHANGING TRENDCLUSTERS: 2014-2015

2015 CLUSTERS

2014 CLUSTERS



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Motivational frame of reference

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The connected world widens the impact

of the individual

• Global fetishisation of regional identity

• Local activism attracts global attention

• Most disruptive identities gain most traction



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TRENDCLUSTER™ 15

MALALA YOUSEF WINS

NOBEL PEACE PRICE #BRINGBACKOURGIRLS DOLCE & GABANA VS. ELTON JOHN

The actions of the individual

have global resonance

Worldwide connectivity gives regional

initiatives global attention

Online collective holds individuals

to account

MEDIA TOUCHPOINTS

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Regional identities secure global successes

Fashion brands Filippa K and Ilse Jacobsen emphasize their

respective Swedish and Danish roots to enhance export activity




Challenger brand Fritz-Kola places its home town of

Hamburg at the heart of its underdog identity

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Bacardi responds with a redesign to highlight its Cuban heritage:

an art deco wordmark and retro bat logo

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Diageo aligns Guinness to the craft-beer movement with the

release of Dublin Porter and West Indies Porter, based on the

18th-century notebooks of Arthur Guinness

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Limited editions celebrate regional roots, with Grand Marnier paying tribute to

French creativity and Jameson bringing Dublin to the forefront of its branding

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Backlash: is ‘local’ becoming mainstream?

Budweiser and Garagista aggressively define themselves against the craft-

beer trend, turning populist appeal and macro production into USPs

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INITIATE SUMMARY The magnified impact of the individual

in a global, connected world

ON A BRAND LEVEL

• Expressions of regional identity and

provenance can precipitate global success.

• BUT ‘local’ may be approaching saturation point,

sparking an anti-local backlash.

• Thanks to mobile devices, social networks and

worldwide connectivity, local events, individuals and

causes can reach global audiences.

ON A DESIGN LEVEL

Communicate the local roots of your brand to achieve

traction in the globalised market, but make sure the

expression is credible – consumers may see through

established international brands making claims of

localism



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Together, we can change the world

• Collective activism shakes the state

• Crowdfunding comes of age

• Collaborative awareness campaigns

improve our world


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ICE-BUCKET CHALLENGE KICKSTARTER EXPLOSION

The power of the community to

challenge unfairness

Individuals united for the

common good

Business development in the hands

of the community

HONG KONG PROTESTS

MEDIA TOUCHPOINTS


Companies proactively acknowledge their role in a sustainable future

Carlsberg launches three-year project to develop a biodegradable

wood-fibre bottle



Working in partnership with designers to preserve the environment

Yoox collaborates with the top 4 Chinese fashion designers in the ‘green power’ project. The

campaign aims to plant trees in order to improve the environment in Northwest China

TRENDCLUSTER™ 15

Working in partnership with the consumer to preserve the environment

Beauty brand Fresh introduces packaging-free perfume fountains in store.

Bring-your-own-container ‘precycling’ shop Original Unverpackt opens in Berlin


Working in partnership with the consumer to preserve the environment

In Sweden, McDonalds’ ‘cans for currency’ initiative encourages recycling by

exchanging customers’ used drinks cans for burgers


Shared access is the future

Kickstarter-funded Bitlock makes keyless, Bluetooth-operated bike locks, controlled

by smartphone, enabling users to share bikes with friends


COLLABORATE SUMMARY


The use of collective power to bring about

positive change

ON A BRAND LEVEL

• A sense of injustice or a desire to change things can

unite and mobilise communities – on a local and

global scale.

• Companies are making proactive efforts to launch

collaborative green initiatives.

• The online sharing economy is spreading into the

physical arena – shared access is the future.

ON A DESIGN LEVEL

Focus on establishing customer relationships built

on equality, honesty and openness – join together

to do good.


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TRENDCLUSTER™ 15


MAKE

The tools of innovation now belong to

everyone

• It’s not what we own, it’s what we make

that

defines us

• Specialist expertise is accessible to all

• A product’s value is defined by its creation

process


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RISE OF THE MAKERS 4D PRINTING

Sharing tools to turn ideas

into reality

The cult of the craftsman continues

to grow

3D printing sparks the new industrial

revolution; 4D printing elevates it to

another level

EUROPEAN CODE WEEK

MEDIA TOUCHPOINTS


The new generation has the tools to make their ideas happen

Jägermeister’s Concept56 project gives young creatives in different fields

the opportunity to collaborate on an event and obtain expert mentoring



Multidisciplinary projects leverage USPs

To mark the brand’s 400th birthday, 400 global artists present

reinterpretations of Grolsch’s unique swing-top bottle, printed on limited-

edition packs

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Brands hand over control to their advocates

The Glenlivet entrusts its consumer ‘Guardians’ to taste and choose a

whisky expression to be released as the limited-edition Glenlivet Guardians’

Chapter

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Don’t dream it, make it

Live Lab’s Swallowable Parfum project explores the possibility of perfume pills

that respond to the genetic make-up of the consumer to create personalised

scented sweat

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MAKE SUMMARY The power to create is now democratic

ON A BRAND LEVEL

• Anyone can access the tools to bring their ideas

to life.

• The future is in the hands of the maker generation.

• 3D printing is at the vanguard of the new industrial

revolution.

ON A DESIGN LEVEL

Create open discussions and collaborations with

consumers to co-opt their creativity and bring change.

A focus on the process of making can communicate

artisanal quality and foster brand credibility.


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Discovering new means of self-

expression

• The internet has made us competitive

attention-seekers

• Our choices make statements about who

we are

• Growing desire to escape the everyday

and

reclaim nature


THE SELFIE STICK THE SELF-DRIVEN CAR

Conventions are there to be

challenged

Mobile-self portraiture legitimised by

creation of specialist equipment – selfies

move from fad to fact of online life

Increasing automation frees us from

everyday tasks, giving freedom to

explore more valuable pursuits

MEDIA TOUCHPOINTS

CONCHITA WINS EUROVISION


Automation of everyday life frees us to hear the call of the wild

Brands such as Herschel capitalise on nostalgia for the simplicity

and romance of travel



We look for ways to express who we are through the choices we make

Grolsch’ sister brand Kornuit gives Amsterdam consumers the opportunity

to ‘Brew Your Own Record’ by converting an online playlist to vinyl

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Sony builds the first underwater Xperia Aquatech pop-up store in the

world, where fans can experience their water resistance products

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Bud Light uses its Super Bowl edition to align with the interests of sports

fans, with on-pack copy inspired by the football coach’s playbook

TRENDCLUSTER™ 15



Coca Cola shifts its brand campaign from ‘Open happiness’ to ‘Choose

happiness’, placing the differentiated product range at the heart of the message

TRENDCLUSTER™ 15



Singapore beer brand Tiger launches global ‘Tiger, Uncaged’ campaign,

creating a message of casting aside conventions and limitations to achieve

individual success

TRENDCLUSTER™ 15



Levi’s is motivating the youngsters to live in the moment and go out to

explore and appeal to the Chinese passion for life and self-expression

TRENDCLUSTER™ 15



Gut Oggau Estate uses a series of illustrated faces to communicate the

unique character of each of its wines

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Connoisseurship established by active involvement in the ritual of consumption

Time Oak gives consumers the tools to customise their own whiskies

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Connoisseurship established by active involvement in the ritual of consumption

Highland Park creates a spectacular new serving ritual with the ‘Chamber’,

infusing its whisky with additional peat smoke in front of the customer

TRENDCLUSTER™ 15


EXPLORE SUMMARY Expressing our unique identities is crucial –

we are looking for ways to be original

ON A BRAND LEVEL

• We are competing to differentiate ourselves in a

rapidly expanding online world.

• It’s not about what you own, but about what you do

or make.

• Brand choices have ever-closer ties with expressions

of identity.

• Escaping from the everyday back to nature is

increasingly appealing.

• As robots and apps take over everyday tasks, we are

free to focus on more engaging, valuable activities.

ON A DESIGN LEVEL

Offer consumers tools that give them opportunities to

express themselves and make personality statements


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TRENDCLUSTER™ 15

MONITOR

Regaining control of our lives

• Our personal data is our most precious

commodity

• DIY everything – we want to control what

we can

• On-demand: the consumer calls the shots


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ARMCHAIR MH370 THEORIES ICLOUD HACKED

In the face of epidemic, we take charge

of those elements of our health we can

control

Collective investigation helps us get

to grips with tragedy

Our data can put us at risk – we need

to control how it is used

MEDIA TOUCHPOINTS

EBOLA PANIC


Control of our own data is increasingly important

John McAfee’s DCentral1 Android app monitors privacy permissions on all other apps

on a device, giving the user complete visibility on their data liabilities



Personalisation matters: on-demand is in demand

User-controlled taxi service Uber joins forces with Spotify

to offer personalised, app-controlled in-cab playlists

TRENDCLUSTER™ 15


Self-monitoring becomes a style accessory

Health-monitoring devices such as the Fitbit Charge enable users to take control of

their performance data, and make statements about their personal style

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Consumers are taking control of the product

DIY hacks, such as home-made cosmetics tutorials

and recipes, give us control of consumer products

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Taking control of the needs of a particular target group

The smartphone application of Halalminds is helping Muslim’s living

in minority countries in finding and identifying Halal products

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Science provides reassurance

Lumos wines adopt a scientific approach to packaging, using diagrams,

icons and colours to explain the character of their wines on the labels

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Science provides reassurance

Health juice brand Blend & Press incorporates a science-lab aesthetic into

the design of its bottles, inspired by traditional herbal medicine vials

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If we can’t control the product, we can control how we consume it

A print ad for Brazil’s Glacial beer had salt particles incorporated into the

paper, allowing users to wrap it around the bottle and halve the chilling time

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If we can’t control the product, we can control how we consume it

Kirin Beer launches the home edition of its ‘beer slushie’ machine,

allowing users to rapidly chill and top their beer with frozen foam

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MONITOR SUMMARY As the world appears to grow more chaotic,

we find more comfort in control

ON A BRAND LEVEL

• Personalisable, on-demand offerings are on the rise,

placing the consumer at the heart of the proposition.

• Access to information helps us get more of a grip on

our daily lives – we are hungry to learn and

reassured by data.

ON A DESIGN LEVEL

Place your consumers in the centre of the universe; be

open and transparent, and give them control of how they

consume your brand



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TRENDCLUSTER™ 15

2014 was a year of upheaval and instability. The world was rocked by

tragedies we could neither foresee nor control, shocked by acts of

extremism and comforted by communal acts of extraordinary kindness and

solidarity – all given greater immediacy by the increasingly globalised

digital age in which we live. In our connected world, things that happen

hundreds of thousands of miles away can now touch our lives more quickly

and deeply than at any other point in our history.

Against a backdrop of events that we feel unable to control, we look for

reassurance and validation in those things we can. We take hope from

progress and problem-solving and inspiration from the fact that the

technological tools of innovation are now accessible to all. The

individual wants to make a difference. The consumer wants to be

involved. The impact of the individual is the defining notion of the

time, whether expressed in the struggle to cut through the noise and

establish a compelling and original identity in the online sphere; the

attempt to change the status quo by aligning ourselves to a common

cause; or the lionisation (or demonisation) of single individuals as

lightning rods for admiration or opprobrium.

In the branding sphere, this translates to a need to empower the

consumer through the provision of meaningful information, the

possibility of active involvement and the presentation of a product as a

means of self-differentiation. The successful brands of 2015 will be the

ones that tap into this, that enable their consumers to make a public

statement about who they are and the difference they are making.

People want to matter. How will your brand help them do that?

The connected world

widens the impact of the

individual

Together, we change the

world

The tools of innovation

now belong to everyone

Discovering new means of

self-expression

Regaining control of

our lives


CARTILS TRENDCLUSTER™ 15 CONCLUSION

For more information about the CARTILS TRENDCLUSTER™ 15 contact our strategy team:

[email protected]

Lianne van den Berg-Weitzel

PROFESSIONAL DEVELOPMENT DIRECTOR

Rik Olthof

SENIOR BRAND STRATEGIST

FEEL FREE TO SHARE!

DISCLAIMER

The images used in this presentation are screenshots or other images obtained

online. The copyright for each image is most likely owned by the company or

corporation that produced it. These images are used solely to illustrate this

observation of market trends and were taken from publicly accessible sources.

To register a complaint or request removal of any image featured, please

contact us at: [email protected] Cartils.com

The Age of Disruption, clustering the global trends——Sarie

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Transcript of The Age of Disruption, clustering the global trends——Sarie