JANUARY 2017

SOUTH & CENTRAL AMERICA TREND BRIEFING

5 LATIN TRENDS
FOR 2017
 It's that time of year
again. Here's the deal...

In this Briefing, youll find a collection of innovations

which are (re)defining customer expectations.
These innovations and the consumer trends they
represent show you glimpses of what your
customers will want next.
Understanding these trends will help you stay ahead
of accelerating expectations, and lead you
to actionable innovation opportunities.

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 PART I PART II

Five Trends The Bigger

for 2017 Picture

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 PA R T I

FIVE DISRUPTIVE BRANDS

CONSUMER
TRENDS E Q U A L I Z AT I O N A L L

FOR 2017 B U I LT- I N B R A N D S

B ATA L L A D O R E S E M E R G E N T E S

C A PA C I T Y C A P T U R E

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 DISRUPTIVE
BRANDS

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 Parent mega-trend
FUZZYNOMICS

DISRUPTIVE BRANDS
have entered SCAs
consumer landscape,
radically shifted typically
traditional markets and
rapidly attracted legions
of devoted customers.

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 The ripple effect created by
DISRUPTIVE BRANDS who have
successfully hacked their sector
causes consumers to challenge the
preconceived notions of how every
brand in every sector operates.

South & Central America has been

particularly receptive to disruption
thanks to frustration with large
institutions (political and commercial).

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

NUBANK Startup bank announces unique
reward system for customers
WOM Telecoms company posts
massive growth in 12 months
MIS Platform connects citizens
with trustworthy legal
ABOGADOS professionals
 Your response:
Success as a DISRUPTIVE BRAND
may involve drastic shifts in how
you currently operate.

Start by recognizing your weaknesses.

Which brands (large, small, local,
global) are handling pricing, customer
service, delivery or marketing better?

Learn from and surpass them all!

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 EQUALIZATIONALL

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 Parent mega-trend
POST-DEMOGRAPHIC

In 2017, progressive
SCA brands will offer
EQUALIZATIONALL
services that appeal
to previously-
marginalized groups.

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 SCA brands traditionally targeted
a very homogenous group of people
and were not inclusive to the region's
diverse array of segments.

In 2017, brands must urgently break

from this reductionist view of the
marketplace. And with increasing
transparency putting brands internal
cultures under scrutiny, dont forget
to pay attention to how you treat
employees!

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

SAMSUNG VR experience transports rural
Brazilians to the Olympics
DAVIVIENDA Bank implements specialized
services for hearing and
BANK visually impaired people
NATURA Beauty brand aims for gender
equality with paternity leave
policy
 Your response:
What would your market look like if
equality impacted the way every single
consumer was recognized, treated
and served?

Identify those who are currently left

behind by brands and show them the
respect they deserve!

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 BUILT-IN
BRANDS

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 Parent mega-trend
BETTER BUSINESS

In 2017, BUILT-IN
BRANDS will look to
their existing service
channels for creative
ways to better utilize
resources and give
consumers more!

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 Brands that figure out how to take
advantage of their existing channels
(or hijack another organization's) can
expand their reach without making
risky or large-scale investments in
new infrastructure.

In a region where multiple countries

face political unrest and/or economic
uncertainty, a BUILT-IN strategy is
especially prudent!

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

BBVA ATMs sell tickets to coveted
soccer match
TRAMONTINA Consumers test drive lawn
mower at city parks
REEBOK Bus shelters transformed
into pop-up gyms
 Your response:
Can your existing channels be
repurposed for marketing, sales or
customer service? Or look at other
brand's channels in other sectors
that might be the key to delighting
consumers before your competitors.

Just remember: this trend isnt just

about convenience. Can you inject fun
into wasted or under-utilized time?

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 BATALLADORES
EMERGENTES

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 Parent mega-trend
HELPFULL

An entrepreneurial
spirit will strengthen
in SCA in 2017,
led by armies of
BATALLADORES
EMERGENTES!

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 High unemployment is driving the rise
of the gig economy across SCA. Self-
employment has been accelerated by
affordable smartphones that make any
moment an opportunity to gain value.

BATALLADORES EMERGENTES aren't

waiting for companies or governments
to help them but theyll still welcome
your support to make the leap from
cogs in the gig economy to fully-
fledged founders ;)

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

FUNDAO Chatbot teaches young
professionals entrepreneurial
TELEFNICA skills
NUMA Free co-working space
crowdfunded in Mexico
BANCO DE Social networking platform
for entrepreneurs launches
BOGOT in Colombia
 Your response:
Identify any barriers that might stand
between citizens and their desires to
be successful in their own right.

Is there a way for your brand to be

involved in the development of their
business venture? Consider partnering
with start-ups, or providing a space
for productive conversations.

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 CAPACITY
CAPTURE

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 Parent mega-trend
BETTER BUSINESS

In 2017, smart
brands will capture
idle capacity and
claim lost value from
wasted resources
all for the good of
planet and society.

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 The business models and cultural
impact of the sharing economy have
reshaped consumer ideas around
resource maximization.
Within that context, 'traditional'
business processes appear
increasingly wasteful.
And no modern consumer is
comfortable with the social, ethical and
environmental implications of waste!

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

TECHNOGYM Exercise bike spins cotton yarn
to warm homeless people
ARENA OF Olympic stadium materials
used to construct schools
THE FUTURE
BANCO DE Food bank launches
'Reverse Delivery' service
ALIMENTOS
 Your response:
One way to unlock CAPACITY
CAPTURE? Examine your production /
delivery cycles for space to effectively
claim value in lost resources.

If you're feeling ambitious, why not

provide the guilt-free consumption of a
CAPACITY CAPTURE initiative whilst
also providing the convenience of a
BUILT-IN BRAND?

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 PA R T I I

THE
BIGGER
PICTURE

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

 TREND
FRAMEWORK

We map all the expectation-changing innovations

we spot against our Trend Framework:
16 mega-trends the big, slow-moving currents
that, taken together, form our complete picture
of consumerism today and where it's heading.

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION

January 2017 l 5 TRENDS FOR 2017 SCA : PDF EDITION
Thats just a
glimpse of the
Mega-trends
TW:Premium clients
have access of all 16
mega-trends, 120+ trends
and 15,000+ innovations.
AND FINALLY...
HERE'S TO A
SUCCESSFUL
2017!
Cheers! Proost! ! Salud!
Skl! ! Sant! Prost! erefe!
Mabuhay! Sade! Chok dee!