If you’re interested in purchasing the 2013 Trend Report (part of our Premium Service), this small sample of the previous 2012 Trend Report will give you an idea of what to expect.

Our 2013 Trend Report (released 20 November 2012) outlines the crucial consumer trends that need to be on your radar for the year ahead.

Split into major themes and featuring 40+ trends, the 2013 Trend Report covers every major development in the consumer arena, illustrated with tons of best-of-the-best examplesand insights drawn from our London, Sao Paulo, New York & Singapore research teams, and our spotters in 100+ countries. The report comes as a PDF, PPT and a printed edition, delivered to your desk.

Available exclusively to Premium clients, the 2013 Trend Report comprises one element of our comprehensive Premium Service.

For further details about Premium, including what you get access to and prices, please visit:

www.trendwatching.com/premium

If you have any questions, please feel free to contact Andrea Thorn, our Head of Client Services

andrea@trendwatching.com

Trend Report Sample

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TREND REPORT

2012

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EMERGED P.16 RED CARPET / MADE FOR BRIC / AHEAD /

NOT THE END OF THE WEST

HUMAN P.24FLAWSOME / BETA BUZZ /

MATURIALISM / EMERGING MATURIALISM

CITY LIGHTS P.32URBANIZED / BOUP / SOLITUDE

RIGHT HERE RIGHT NOW P.38MOBILE TIPPING POINT / MASS MINGLING

D: DECIDE & DISCOVER P.44THE F-FACTOR / DATA DIVINITY /

PERFECT STRANGERS / CHOICE CUTS

SEAMLESS P.52OFF=ON / SYNCED SERVICES / CASH-LESS / REAL-WORLD LIKING / PRIVACY PREMIUM

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KNOWN P.60POINT & KNOW / SEE-HEAR-BUY /

DIY HEALTH / BENCHMARKED LIFE / IDLE SOURCING

INTERACT P.68SCREEN CULTURE / INTERACTVERTISING /

PLAY YOUR PART / LIFE’S A PITCH

PRICE P.76DEALER-CHIC / DYNAMIC DISCOUNTS /

INCOMPARABLE / ELASTICITY STRETCHED

ECO P.82ECO-FOR-GRANTED / ECO-SUPERIOR / ECO-ICONIC /

ECO+ / ECO-ESSENTIAL / ECO-URBAN / ECO-CYCOLOGY

ENDURING P.88

MASS P.92

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EMERGEDREMEMBER THE GOLDEN RULE:

HE WHO HAS THE GOLD, MAKES THE RULES

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MADE FOR BRICWHY ‘WESTERN’ BRANDS WILL PAY HOMAGE TO EMERGING TASTES

While RED CARPET is about catering to Chinese globetrotters, also expect an increasing number of ‘Western’ brands to launch new products or even new brands dedicated (if not paying proper respect) to ‘emerged’ consumers in their home markets. After all, it’s where the money is at right now, and Western brands are (still) favored over local ones, so the combination of perceived quality with a bit of local tailoring, love or exclusivity makes total sense. Because, like all consumers, Chinese and Indian (or for that matter Brazilian, Thai and Indonesian) consumers will appreciate products that are exclusively tailored for them, whether for practical reasons (think shape, size, features) or because of the desire for recognition (think celebrating cultural pride, heritage or lifestyle).

ROLLS-ROYCEYear of the Dragon

Rolls-Royce will produce a range of limited-edition vehicles to celebrate the Chinese Year of the Dragon. The cars will be decorated with hand-painted golden dragon designs on the side panels, and headrests embroidered with “Year of the Dragon 2012”.

LUXOTTICAFrames for Asian faces

Italian eyewear group Luxottica saw sales in China double after releasing collections to cater specifically to the Chinese market in 2010. Luxottica brands Ray-Ban, Vogue and Oakley all offer frames tailored to fit typical Asian features.

HERMÈSLimited edition saris

October 2011 saw French luxury brand Hermès launch a limited edition collection of saris (Indian traditional dress). Priced from USD 6,100 the saris can only be purchased in Mumbai.

DIAGEO SMIRNOFF Masala Marke spicy vodka

Beverage manufacturer Diageo launched the Smirnoff Masala Marke in May 2011. The exclusive product was only available in India and contained a 750ml bottle of vodka, a 600ml bottle of lemonade and a 50mg sachet of spicy chaat masala.

READ MORE IN THE TREND DATABASE

MADE FOR CHINA IF NOT BRIC

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D: DECIDE & DISCOVER

HOW DECISION-MAKING HAS CHANGED FOREVER

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DATA DIVINITY

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DATA’S HELPING HAND

In 2012, consumers will seek out or even demand services that can dive into their personal data and preferences in order to (effortlessly) deliver tailored, relevant or even completely personalized recommendations. Spending more and more of their lives online, consumers generate vast amounts of data signaling their likes, dislikes, wants and desires. Now, accessing and using this data has (and will continue to) attract a lot of attention, however the next 12 months will see more services that actively and explicitly dive into users’ personal information, purchase histories and social media activity to suggest specific, recommended, relevant products*. Indeed, (dedicated) services where consumers volunteer their data in return for hyper-personalized recommendations or offers will avoid any painful privacy battles, and allow brands to clearly demonstrate the benefits. Consumers will embrace DATA DIVINITY if it’s done right: after all, it will help them make better decisions.

* Note that this isn’t about the products themselves being customized (see CUSTOMYZED in the Trend Database), but about helping consumers discover and decide on the right product for them.

KOALADEALCustomized daily deals

Launched in June 2011, US based website KoalaDeal provides users with a customized list of daily deals and promotions based on their interests and past purchases.

FOOD GENIUSDishes matched to tastes

Launched in July 2011, Food Genius is an app which allows Chicago residents to find and share individual restaurant dishes based on their tastes. With a database of more than 4,000 Chicago restaurants and over 150,000 dishes available on their menus, it’s also possible to view recommendations from other users and rate dishes.

APARTMENT LISTPersonal property recommendations

Launched in September 2011, US based Apartment List helps people find their perfect rental by using information from their Facebook profile. Users log-in with Facebook Connect and answer questions, which the site uses to tailor results and plot on a map.

READ MORE IN THE TREND DATABASE

DATA DIVINITY

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WALMARTShopyCat suggests gifts for friends

and family

Launched in time for Christmas 2011, US retailer Walmart’s Facebook app Shopycat helps consumers find gifts for their friends and family. Using data from users’ Facebook activity and their friends’ Facebook profiles, the app creates a list of gift suggestions that are available for purchase both online and in-store.

THE FUTURE IS “SURPRISING YOU WITH INFORMATION THAT YOU DIDN’T KNOW YOU WANTED TO KNOW”

Eric Schmidt, Google

GOOGLE PLACESFind, rate and share known places to

discover new ones

Google Places’ location-based service recommends nearby cafés, bars and restaurants based on a user’s past ratings and reviews. From August 2011, it began including recommended establishments ‘because people similar to the user rated it five stars.’

NESSTailored restaurant recommendations

Launched in August 2011, Ness is an app which learns users’ tastes as they rate restaurants. After ten ratings, users can search for local restaurants and receive results based on their preferences.

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SEAMLESSBECAUSE BARRIERS WILL BE UNBEARABLE

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SYNCEDSERVICES WHY CONSUMERS WILL EMBRACE BRANDS THAT BRING THEM THE BEST OF (EVEN OTHER BRANDS’) SERVICES

2012 will continue to witness an orgy of business innovation. Faced with a never-ending and constantly expanding range of innovative products and services, consumers will embrace brands that seamlessly and conveniently integrate the best and most relevant services into existing products or processes. But of course you can only do this if you are a confident and mature brand: comfortable enough to bring your customers other brands, and trusted enough to offer what is relevant, rather than just what brings you the most revenue. This is about better service, not better cross-selling opportunities.

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DELTA / LIVINGSOCIAL

Deals tailored to a customers’ time away

In July 2011, Delta Airlines partnered with daily deals site LivingSocial to offer passengers deals suitable for use at their destination, only for the dates they are away. Users can access offers on a variety of services, and no communications are sent from LivingSocial regarding their destination once the vacation has come to an end.

FOURSQUARE / DAILY DEALS

Deals to-do

US users of location-based app Foursquare can access discounts and offers from daily deals providers such as LivingSocial, Groupon and Gilt City. Also, from August 2011, Foursquare notifications were sent to users each time a deal was available at any establishments on their to-do lists.

TOMTOM / TRIPADVISOR

Route-based recommendations

In October 2011, Dutch automotive navigation system TomTom unveiled a TripAdvisor app. TripAdvisor content (which includes over 50+ million reviews of hotels, tourist attractions and restaurants) is available to users, and integrated into routes and live traffic information.

READ MORE IN THE TREND DATABASE

SYNCED SERVICES / BRAND BUTLERS / BRANDED BRANDS

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Like what you see? Get the 2013 Trend Report, upon its release on 20 November 2012, as part of our comprehensive Premium Service:

www.trendwatching.com/premium/order

Check out what else you’ll receive as a Premium client here:

www.trendwatching.com/premium

Or if you have any questions, please feel free to contact Andrea Thorn, our Head of Client Services:

andrea@trendwatching.com

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