10 Latin Trends For 2015: Innovation Opportunities To Seize in South & Central America in The Year Ahead!

DEC 2014 - JAN 2015
SOUTH & CENTRAL AMERICA TREND BULLETIN
10 LATIN
TRENDS FOR
2015
Innovation opportunities to seize in South
& Central America in the year ahead!
Major events, key elections, people in the streets protesting

for their rights and better living conditions. In South &
The region will be full

of opportunities in
2015...
Central America, 2014 was marked by increasing public

involvement in social and economic issues.
The impact of this is not limited to policy makers. More
aware of their rights and duties, people also want to
consume better: pay fair prices, see brand-led campaigns
that have real impact on their lives, and have access to
...if you dont take advantage of them,

someone else will!
world-class products & services that address their unique

problems.
So, are you ready to find the best opportunities in the
region for your brand, or your clients, to stand out and
deliver in 2015?
www.trendwatching.com/trends/10-latin-trends-for-2015
10 LATIN TRENDS FOR 2015
In this Trend Bulletin weve gathered the ten consumer

trends that your team should focus on to meet and
surpass the ever-changing expectations of consumers in
This list is all about

opportunities.
South & Central America.

While you are probably excited (and rightly so ;) to get to
the trends, remember that these insights and innovations
are useless if you dont act on them.
Trends are just a (smart!) way to fuel

compelling, profitable innovations.
Of course, be inspired by the examples that underpin these

new currents, but be sure to ask what YOU can do to adapt,
evolve and build upon the ideas for your business before
your competitors do!
1. IN-HAND BRANDS
Inject joy into rewards.
2. BRIGHT IS BEAUTIFUL
10 crucial consumer
trends for South &
Central America in 2015
Help people get together.
3. RECONCILIATION BRANDS
Make consumerism flow.
4. DEMOCRATIC PRICING
Serve with added convenience.
5. INSIDE OUT
Take a stand.
6. PLAYFUL PERKS
7. CITY CONNECTIONS
10 crucial consumer
trends for South &
Central America in 2015
Help people get together.
8. OK COMMUTER
Make consumerism flow.
9. ONLIFE SERVICE
(...continued ;)
Serve with added convenience.
10. BRAND STANDS

Take a stand.
1. IN-HAND BRANDS
Be a BRAND BUTLER: serve consumers
in the right place at the right time.
As South & Central American consumers expectations

grow, their patience shrinks. Smart brands are seamlessly
1. IN-HAND BRANDS
integrating themselves into peoples lives with a sense of
In 2015, will your product or service

be there the moment Latin consumers
need it?
Busy consumers hate to waste time, they need problems
urgency.
solved and desires realized NOW.

In 2015, they will demand brands add resources and create
shortcuts that speed up delivery of their offering(s). And the
best brands will be where and when they are needed, before
the consumer even knows they want them.
So, when and where do your consumers need (or expect)
immediate service?
FEATURED INNOVATIONS: IN-HAND BRANDS
Piero, Forever 21 and Hellmanns

In May 2014, Argentinian mattress brand Piero launched a campaign to
raise awareness of road accidents caused by drivers falling asleep behind
the wheel. Between 4am and 5am (when most accidents due to tiredness
occur), the brand aired radio adverts featuring an alarm clock sound every
nine minutes, reminding drivers of the potential danger and keeping them
alert.
To help people during fashion emergencies (unexpected dates or duplicated
party outfits, for example), fashion retailer Forever 21 ran a promotion in
May 2014 in Costa Rica called Closet S.O.S. 100 customers could request
a visit from a mobile fashion truck stocked with apparel and accessories.
In Brazil, in May 2014 Hellmanns launched #PreparaPraMim
(#PrepareForMe), a social media campaign that invited people to use
the hashtag along with available ingredients on Twitter. The brand then
responded with customized recipes.
Back to Top
Love of knowledge, a growing status play.
BRIGHT IS BEAUTIFUL and South & Central Americans are

desperate to flaunt evidence of their educational endeavors
as status symbols to their family, friends and followers.

What does this mean for brands in 2015? Beyond integrating
Consumers will love brands that help

them show off their knowledge in 2015.
learning and literary experiences into consumers daily

lives (see STATUS SMARTS), consider how you can help
consumers express (ok, how off ;) their knowledge.
Can you help them do this through social networks? In Latin
America people spend more time on social networks than
anywhere else in the world, averaging 8.67 hours per month
(comScore, July 2014). Perhaps the opportunity lies offline?
Even a pair of jeans can be used to flaunt a love of literature.
10
FEATURED INNOVATION: BRIGHT IS BEAUTIFUL
FreeSurf and L&PM Pocket

In July 2104, book publisher L&PM Pocket partnered with fashion brand
FreeSurf to launch an exclusive collection of jeans in Brazil. The Original
Pocket Books range had stories and poems from the publishers authors
printed on the inside of the pockets to demonstrate the convenience of
pocket-sized books.
Back to Top
11
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Find out more
3. RECONCILIATION BRANDS
Mend the social fabric.
13
Despite all the progress in South & Central America, there
3. RECONCILIATION
BRANDS
are strong strands of inequality and barriers that divide

people in the region. Financial hardship, inequality and
prejudice. Routine for many, yet brands traditionally avoid
confrontations such as the rolezinhos (teenagers that
In 2015, take a position in the fight

against inequality.
used social media to meet at shopping centers) or the

polarized elections in Brazil.
In 2015, brands cannot ignore these issues. The gap between
rich and poor is a serious issue for 68% of Brazilians (Pew
Research, June 2014). Brave brands (large and small) will

jump into the discussion.
Will you do your part to promote dialogue, mend wounds,
and reconcile?
14
FEATURED INNOVATIONS: RECONCILIATION BRANDS
Soy Capaz, Tortrix and LT8

Asociacin Nacional de Empresarios de Colombia (ANDI) launched the
Soy Capaz campaign in September 2014, gathering 120 companies such
as Coca-Cola, Bancolombia and McDonalds to rally the country by
spreading messages for peace. Coltabaco, for example, placed personal
stories into Marlboro cigarette packs, written by rural workers.
The radio station LT8, from Argentina, launched Escuchmonos (lets
listen to each other) in May 2014, a campaign anchored in the concept of
tolerance, acceptance and understanding amongst the key public figures of
Argentina: from politicians, to journalists, to footballers and even the Pope.
Embajada Zona 18 (Embassy Zone 18) is an initiative of Tortrix and
nonprofit Area 18 to protect the labor rights of Zona 18 citizens in
Guatemala, who are often refused job interviews because gangs control the
area. Since April 2014, Embajada Zona 18 has provided a verifiable address
for jobseekers to use on applications and a website for people to upload
rsums, find vacancies and access training.
Back to Top
15
4. DEMOCRATIC PRICING
Let consumers have their say.
16
4. DEMOCRATIC
PRICING
In March 2014 we highlighted EMPATHETIC PRICING:

targeted discounts that address consumers pain points. In
2015, consumers increasingly accustomed to participation
will drive pricing into new territory.
Let Latin American consumers decide

what youre worth.
South & Central American consumers, having lived through

years of price fluctuations, will be confident they know
what products and services should cost. Theyll demand
brands go beyond EMPATHETIC PRICING, and allow the to
participate in pricing.
Afraid of discovering how much consumers truly value you?
Use DEMOCRATIC PRICING in 2015 to show confidence in
your offering and respect for your customers.
17
FEATURED INNOVATIONS: DEMOCRATIC PRICING
TechBoy and Atado

TechBoy is a Brazilian company launched in September 2014 that offers
online IT support, providing solutions to common technical problems and
assisting with web development via Skype. At the end of each session, the
customer is told the average price charged for the service they received,
but they can choose how much they pay (or if they pay at all).
A collective of artists, publishers and entrepreneurs in Argentina created in
August 2014 Atado, a project to sell comics from independent Argentinian
artists at Comicpolis, a comics festival in Buenos Aires. Consumers could
pay as much as they wanted for seven digital comics and fanzines.
Back to Top
18
5. INSIDE OUT
Help urbanites enjoy outdoor spaces.
19
Latin Americans have been hiding (from urban violence) in

malls, stuck in traffic, and cramped in condos for years. But
5. INSIDE OUT
since the 2013 protests in Brazil and Mexico, and Venezuela

in 2014, residents are rediscovering the value of getting out.
Why consumers from South & Central

America will love brands that take it
outside in 2015.
In 2015, urbanites will gather outdoors from food markets

to reclaimed parking spaces to share experiences. Brands
can contribute to making spaces clean, safe and delightful.
62% of Brazilian consumers would exchange the

brand they usually buy, for one that improves their city,
supports culture and wellness and offers free leisure.
(Ibope/Conecta, August 2014)
Help consumers take it outside!
20
FEATURED INNOVATIONS: INSIDE OUT
Pracinha Oscar Freire and Park(ing)

Day Chile
Pracinha Oscar Freire, in the Jardins neighborhood of So Paulo, is a small
garden created in June 2014 by the public space developer REUD and the
NGO Instituto Mobilidade Verde. Once a week, the space promotes a Bring
Your Own Work (BYOW) event, and invites people to work outdoors for the
day. Trucks serve workers with food and drinks (the kind you have while
working, and the kind you have at happy hour ;).
Park(ing) Day Chile is an event where artists, designers and citizens
collaborate to temporarily transform (for a day) parking spaces into public
green areas. Park(ing) Day 2014 Chile on November 7, invited people to gather
at the spaces to promote creativity, civic engagement, critical thinking,
social relations and generosity.
Back to Top
21
6. PLAYFUL PERKS
22
Brands in South & Central America often aim for a

serious tone of voice to be viewed as professional or
6. PLAYFUL PERKS
respectful. But the explosion of social networks (and

brand-run accounts) changed what consumers expect
from brands. Interactions with brands should be human:
Dont be too serious, Latin consumers

will lap up playful perks ;)
73% of consumers in Brazil expect brands to build a

meaningful relationship with them (Edelman, October
2014).
In 2015, HUMAN BRANDS will go beyond joking with
fans and followers online, and will excite consumers with
playful perks and surprising interactions.
Forget about the familiar formulae of perks. Your
rewards must be provocative, exciting and playful to
resonate.
23
FEATURED INNOVATIONS: PLAYFUL PERKS
Skol and Claro

During the FIFA World Cup in June 2014, beer brand Skol launched
Consulado: a platform connecting Brazilians with tourists and soccer
fans. Locals who welcomed visitors to host cities by promoting local
shops or sharing Skol beers and taxi rides for example were rewarded
with discount vouchers or free bottles of Skol.
In Costa Rica, telecoms brand Claros Extra Minutes is an initiative that gifts
free minutes based on the amount of extra time added to a soccer game. If
officials add five minutes, pre-pay customers can claim the same amount
in talk time using a code displayed via digital signage around the stadium
and on-screen. The promotion ran at all of Saprissa FCs home games. As of
April 2014 (the end of the soccer season) Claro had donated more than 50
million extra minutes.
Back to Top
24
7. CITY CONNECTIONS
Help city residents get to know each other.
25
Thanks to the continuing urbanization of South & Central
7. CITY CONNECTIONS
America, and the rhythm of big cities (lots of work, little time
Lonely urbanites will love brands that

bring them together.
In 2015, lonely urbanites will increasingly want to break
off), many residents hardly know their neighbors.
down the social barriers that are part of city living. Brands
that design their product or service as a way to integrate
consumers in the social, public spaces of their city will be
embraced.
Is your brand friendly enough to help city residents
connect? The more connections you drive, the more you will
be loved <3
26
FEATURED INNOVATIONS: CITY CONNECTIONS
Zez and Chivas Regal

In August 2014, cookie brand Zez launched a campaign to encourage
strangers to talk when they are at the bus stops in Pelotas, in Brazil.
Stickers (featuring suggestions about how to start a conversation, such
as, What are your favorite songs?) marked certain seats as reserved for
people who would like to start friendships.
Chivas Regal reinterpreted a traditional game from Festa Junina (June
festivities in Brazil) called Correio Elegante (elegant mail), where players
send anonymous love notes. The whisky brand put a WhatsApp number on
Facebook and participants who messaged the account with the name and
phone number of their love interest could have a virtual barman deliver their
love note.
Back to Top
27
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8. OK COMMUTER
Make consumerism flow with each
consumers route.
29
The crossover between retail and transportation is surely

one of the most exciting new areas to be explored in South &
8. OK COMMUTER
Central America.
Inhabitants of So Paulo, Mexico City, Buenos Aires,

Bogot and Lima face a typical commute of 1 hour
In 2015, Latin Americans will embrace

brands that seamlessly fit within their
journeys.
and 28 minutes.
(Inter-American Development Bank, March 2014)
Consumers in the region are embracing new forms of
METRO MOBILITY (from taxi apps and shared rides to
revitalized public transport). As the associated status around
transport shifts from car ownership to unique experiences,
the ability to shop en route will be an experience to be
cherished in 2015.
30
FEATURED INNOVATIONS: OK COMMUTER
Boxeway and Netshoes

Boxeway is an Argentine company that is launching click & collect lockers
in Latin America. Consumers can buy an item online and pick the product
at one of the lockers, placed in high transit areas such as gas stations or
train terminals. Lockers are rented by retail brands, who notify customers by
SMS or email when their items have reached a locker. In September 2014,
Boxeway developed a system for the logistics company Oca.
In May 2014, Netshoes, a Brazil-based sports etailer, launched the Sport
Machine, the first vending machine to sell the strip of Brazils national
football team. The Sport Machine was installed in subway stations and
universities in So Paulo. The machines allow customers to interact with the
contained products on a touch-screen high-resolution display, where they
can be rotated 360.
Back to Top
31
9. ONLIFE SERVICE
Manage consumers connected lives with
added convenience.
32
How much time should you be on Facebook? Is it ok to

text during dinner? Is your data safe? Online life has to be
9. ONLIFE SERVICE
managed (see ONLIFE MANAGEMENT), and it takes time

and attention for Latin Americans still discovering the
superpowers of smartphone-assisted living.
In 2015, add control and convenience

to Latin consumers online lives.
In 2013, Latin America saw a greater increase in

smartphones sales than any other region.
(Gartner, February 2014)
In 2015, while consumers want brands to help them
manage their online lives, they still expect to be served and
assisted, with total convenience. Brands must help them
use technology in ways that are safer, healthier and more
productive.
33
FEATURED INNOVATIONS: ONLIFE SERVICE
LewLara/TBWA and Google

In August 2014, Brazilian advertising agency LewLara/TBWA installed
an anticellular totem at their headquarters in So Paulo. The container
is outside the meeting room, and employees are encouraged to put their
devices in there before going into meetings, so they arent distracted. If
any important calls do come in, a secretary will alert the recipient.
To improve the quality of navigation for those who have a slow internet
connection in Brazil, Google created a lighter version of the main page.
Since October 2014, when someone searches Google.com.br on a
smartphone for any keyword, the servers automatically identify the
connection speed and fit the page quality for maximum loading speed.
Back to Top
34
10. BRAND STANDS

Meaningful brands will take a stand.
35
According to Pew Research in June 2014, 72% of Brazilians

are unsatisfied with the country. Events such as the World
10. BRAND STANDS
Cup and upcoming Olympics made consumers in South &

Central America (not just Brazil) rethink the use of public
space and their local infrastructure, causing a desperate
In South & Central America,

consumers will embrace brands that
take a stand (or two) on the issues
that matter to them.
desire to improve the region to match their national pride.

Finding a solution is not only the governments concern,
people feel empowered to make changes themselves. And
they want brands to step up and take a stand. In 2015,
they will expect brands to prove theyre committed to the
same causes they are.
There are many issues out there from bullying to
bureaucracy where will you take a stand?
36
FEATURED INNOVATIONS: BRAND STANDS
VH1 and Dermacyd

VH1 Latin America unveiled its Revenge of the Nerds campaign against
bullying with a comedy TV campaign. A music video cover of Gloria
Gaynors I Will Survive launched in April 2014, starring a bunch of young
geeks being tortured and brutalized by other kids. The victims of bullying
sing that they know in the long-run the tables will turn dramatically, and
they will become the bullys bosses.
After multiple cases of violence against women on So Paulos subway, in
June 2014 feminine hygiene brand Dermacyd launched a campaign to
create female-only subway cars in the city.Women-only cars already
exist in Rio de Janeiro and Brasilia, and Dermacyd created ads in subway
stations in all three cities. Via a dedicated Dermacyd microsite, consumers
could sign a petition which was sent to Brazils government.
Back to Top
37
NEXT
38
NEXT
Now the ball is in your

court!
Our 10 trends have given you a view of
how the regions consumption arena
will develop in 2015. Its time for you
and your team to get hands-on and
bring these insights to your brainstorm
sessions.
How can YOU adapt these trends to
serve your consumers or clients better
in the coming year?
39
NEXT
Now the ball is in your

court!
Then use our free CONSUMER
TREND CANVAS to turn insights into
innovations. Will yours be among the
next ones we feature in our future
bulletins? ;)
40
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comprehensive trend & innovation
solution. As you plan for 2015, would
YOU benefit from access too?
41
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DEC 2014 - JAN 2015

SOUTH & CENTRAL AMERICA TREND BULLETIN

Major events, key elections, people in the streets protesting

The region will be full

Central America, 2014 was marked by increasing public

...if you dont take advantage of them,

world-class products & services that address their unique

10 LATIN TRENDS FOR 2015

In this Trend Bulletin weve gathered the ten consumer

surpass the ever-changing expectations of consumers in

This list is all about

South & Central America.

Trends are just a (smart!) way to fuel

Of course, be inspired by the examples that underpin these

10 LATIN TRENDS FOR 2015

Help people get together.

10 LATIN TRENDS FOR 2015

Help people get together.

Serve with added convenience.

10. BRAND STANDS

10 LATIN TRENDS FOR 2015

10 LATIN TRENDS FOR 2015

As South & Central American consumers expectations

integrating themselves into peoples lives with a sense of

In 2015, will your product or service

Busy consumers hate to waste time, they need problems

solved and desires realized NOW.

10 LATIN TRENDS FOR 2015

FEATURED INNOVATIONS: IN-HAND BRANDS

Piero, Forever 21 and Hellmanns

10 LATIN TRENDS FOR 2015

10 LATIN TRENDS FOR 2015

BRIGHT IS BEAUTIFUL and South & Central Americans are

as status symbols to their family, friends and followers.

Consumers will love brands that help

learning and literary experiences into consumers daily

10 LATIN TRENDS FOR 2015

FEATURED INNOVATION: BRIGHT IS BEAUTIFUL

FreeSurf and L&PM Pocket

10 LATIN TRENDS FOR 2015

Monthly publication featuring selected trends.

On-demand access to all our trends & tools.

A standalone, actionable .opportunity.

Understand the big picture of consumerism.

Search & filter the innovation database by trend/ industry/ region.

Read online or as a PDF.

Download trend & industry reports or create custom PPTs.

SUBSCRIBE FOR FREE

FIND OUT mORE

10 LATIN TRENDS FOR 2015

Despite all the progress in South & Central America, there

are strong strands of inequality and barriers that divide

In 2015, take a position in the fight

used social media to meet at shopping centers) or the

Research, June 2014). Brave brands (large and small) will

10 LATIN TRENDS FOR 2015

FEATURED INNOVATIONS: RECONCILIATION BRANDS

Soy Capaz, Tortrix and LT8

10 LATIN TRENDS FOR 2015

10 LATIN TRENDS FOR 2015

In March 2014 we highlighted EMPATHETIC PRICING:

Let Latin American consumers decide