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CG TRENDS TAKING STAGE OVERVIEW

TECHNOLOGY
technuition my voice our voice

CULTURE & VALUES

destination, world luxevalue impact fulfillment

HEALTH & WELLNESS

eduhealth holistic me

KEY
LIFE STAGE: defines time frame of trend according to consumer behavior
+ attentive
key brands are creating products that are changing consumer behavior. consumers behavior is impacting how this trend will emerge in the marketplace. consumers have jumped on board and are actively engaging in this behavior.

CONSUMER MINDSET:

+ emerging

defines how consumers are thinking about this trend within the marketplace.

MULTICULTURAL NUANCE:

defines how multicultural consumers are driving or responding to a trend in the marketplace.

+ PrevaLent

TECHNUITION
as technoLogy continues to evoLve, consumers are demanding brands go beyond the Latest gadget and create intuitive and PersonaLized service that aLLows their unique desired features to be brought to market.
MULTICULTURAL NUANCE:
multicultural consumers are already leading the desire for enhancement through mobile technology (according to nielson, african american smart phone use is 44%, and hispanics use is 56%, versus 36% of the general population). Looking forward, they will demand personalization through services that deliver a unique experience.

attentive
LIFE STAGE

i want neXt LeveL Products that are not Just the Latest and greatest, but eXceed my eXPectations and then some.

CONSUMER MINDSET
4

TECHNUITION

MY VOICE
within the marketPLace, consumers have found their voice, and know how to use it. a shift in controL has taken PLace, with new sources of infLuence becoming mainstream. consumers are connecting with others and imPact no Longer starts and ends with brand messages.
MULTICULTURAL NUANCE:
multicultural consumers are setting trends and influencing culture. brands understanding this will tap into these key influencers to tailor products and messages for the greatest impact on the marketplace through these opinion leaders. by becoming mainstream, african-americans saw other opportunities to use technology, whether its for entertainment, social good or entrepreneurship... wayne sutton, technology Journalist. similarly, hispanic social media will become a major force in the industry. Jose villa, hispanic trending.

PrevaLent
LIFE STAGE

oh shit, i have a voice.

CONSUMER MINDSET
6

OUR VOICE
gLobaLLy, consumers have found their voice, and are using it to take action. a shift in PoLiticaL imPact has taken PLace, and consumers are connecting with others to voice their oPinion and infLuence change.
MULTICULTURAL NUANCE:
african americans and hispanics are using the digital space (according to Pew research center, 25% african american and 19% hispanic online users are on twitter compared to 13% of the general population) to influence social and political change around issues they deem important or controversial. the overabundance of african americans on twitter means that it can be tapped as a significant resource to deliver political messages... - charilton mcillwain nyu Professor. social media is about accessibility for me... im able to expand my message of social justice in the Latino community and also my work and the works of others who network with me. maria isa cnn

PrevaLent
LIFE STAGE

together, we can make a change!

CONSUMER MINDSET
7

MY VOICE & OUR VOICE

DESTINATION, WORLD
consumers are thinking gLobaL from their Living rooms. weLcome a new worLd traveLer - whos never had to stamP their PassPort eXPeriencing new cuLtures and LifestyLes as easiLy as going onLine, or venturing out into their own neighborhoods and cities.
african american consumers are pushing outside of cultural norms, breaking stereotypes and adopting global culture through direct experiences. black excellence, opulence, decadence, tuxes next to the President, i dress in dries, and other boutique stores in Paris. Jay-z. hispanic consumers have advanced from the direct adoption of american culture to picking and choosing what works for them maintaining a strong sense of pride throughout. we also see examples of neo-acculturation, in which hispanics experiment with some aspects of american culture... elizabeth ellers, acculturation is not a one way street

MULTICULTURAL NUANCE:

emerging
LIFE STAGE

i want eXPeriences that are infLuenced by different cuLtures and LifestyLes.

CONSUMER MINDSET
9

DESTINATION, WORLD

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LUXEVALUE
as consumers continue to resPond to the economy with shoPPing smarter and saving more, finding vaLue in their Purchases are key. however, there is stiLL a desire to eXPerience the good Life, and consumers who asPire to this are determined to find baLance in a miXture of LuXury and thrift in their sPending.
MULTICULTURAL NUANCE:
african american and hispanic consumers desire for badge is strong, spending roughly 47% of their income on luxury products (huffington Post). however, why they buy is nuanced. while both are spending for status, hispanics are also spending to set themselves apart from others (according to mintel, 37% of african americans and 41% of hispanics purchase luxury to look good compared to 34% of the general population, and hispanics reported at 18% to set themselves apart, compared to 15% of the general population).

PrevaLent
LIFE STAGE

i want a taste of the good Life - things i desire made affordabLe.

CONSUMER MINDSET
11

LUXEVALUE

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IMPACT FULFILLMENT
consumers want to make a gLobaL imPact from their LocaL environment, an evoLution from doing good to being good. they desire to Purchase Products with PurPose that can both fuLfiLL their needs, and imPact others PositiveLy.
MULTICULTURAL NUANCE:
while multicultural consumers are motivated to support global initiatives, they are driven more towards those products and services that support their community and environment at a local level. someday i hope that my success will allow me to give back to all of the communities that have helped me in my career. hispanic executive magazine contributor. african-americans have a long history and strong tradition of giving in times of need... this culture of collective giving, dating back to mutual aid societies has seen a resurgence in recent years in the form of giving circles. tracey web, blacksgiveback

PrevaLent
LIFE STAGE

i want to heLP others, whiLe heLPing myseLf.

CONSUMER MINDSET
13

IMPACT FULFILLMENT

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EDUHEAL TH
say heLLo to the LabeL Lovers! as consumers become more Proactive about their heaLth, they are using nutrition LabeLs as Part of their first Line of defense. they are going by the numbers, adding uP the caLories and educating themseLves on what is good and not good - for themseLves and their famiLies.
MULTICULTURAL NUANCE:
african americans and hispanics are focusing more on leading a healthier lifestyle, in an effort to counteract health problems from the past (according to mintel, 70% of hispanics and 61% of african americans are watching their diet to lose weight). however, they are deliberate in their food and brand choices and look to options that can satisfy their desire for a full flavor experience while also maintaining some level of health benefits.

emerging
LIFE STAGE

good for me? iLL be the Judge of that!

CONSUMER MINDSET
15

EDUHEAL TH

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HOLISTIC ME
embracing an authentic sense of seLf has evoLved from naturaL beauty, to naturaL goodness inside and out. consumers are taking a steP back from traditionaL brands, and Looking for hoListic Products that Provide naturaL soLutions to achieve their beauty, LifestyLe and weLLness ideaLs.
MULTICULTURAL NUANCE:
african american moms are at the forefront of afroholistic and eco-soul lifestyles - deadicated to a more wholesome approach. added social (and even political) pressures are driving leading-edge african american moms and moms-to-be to take a more holistic, earthbound and prevention-focused approach... iconoculture. hispanic women are emerging among groups who are taking a stand promoting and embracing health and wellness on a national level. only by giving the knowledge and providing the right tools to our Latino families will we be able to engage and empower Latinos for a healthier tomorrow... - wayne keathley, President and coo of the mount sinai hospital

PrevaLent
LIFE STAGE

i am reaL.
CONSUMER MINDSET
17

HOLISTIC ME

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THE BOTTOM LINE

technoLogy is a gateway.
when used ProPerLy and in conJunction with key Passion Points (mobiLe, sociaL media, etc) tech can take a brand reLationshiP from transactionaL to conversationaL.

cuLture and vaLues oPen doors. heaLth and weLLness wiLL come standard.

embracing cuLture and understanding its imPortance and infLuence within consumers LifestyLe can heLP brands forge a stronger, and more meaningfuL connection with its target base.

encouraging a heaLthfuL LifestyLe and Promoting weLLness, if aPProPriate for the brand, can take a Product from a List item, to a key LifestyLe Partner.

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@discovercg

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