TRENDS REPORT
2 0 1 7

A TREND SNAPSHOT ON MARKETING, CONSUMER INSIGHTS, ADVERTISING
AND DIGITAL CULTURE LOCALLY AND ABROAD FOR 2017

NEW PREMIUMNESS
M I L L E N N I A L S V S T H E W O R L D
Yesterday it was important to show the exclusiveness of
brands and how I got to wear or use them.
Now is more important how I can contribute with different
causes that allow me to make an impact in the world.

MILLENNIALS
ARE RESHAPING THE
PREMIUM CATEGORY
C u r r e n t l y
Exclusiveness
Uniqueness
Aquiring
Experiences
Brand
Authenticity
Spontaneous
Considered
Digital
In-Store
What can you do?
Let me help!
BeforeNow

ADISRUPTION
M I L L E N N I A L S - M O B I L E A L W A Y S
Ads are not Millennials’ enemy. In fact, they prefer ads to
support content instead of paying; even if the don’t interact
with them

MILLENNIALS
WANT ADS THAT DON’T
DISRUPT THEIR USER
EXPERIENCE
51% Meh…

NONADVERTISING
B E Y O N D C O M M U N I C A T I O N
With each pasing year, advertising is much more than
communication campaigns. The new approach is to partner
with their clients through product and service innovation

ADVERTISING
WILL EVOLVE BEYOND
COMMUNICATION,
ALL THE WAY THROUGH
BUSINESS INNOVATION
This happens when:
Creativit
y
Business
Data

INTERCONNECTIVITY
C O N V E N I E N C E I S K E Y
Brands that can successfully integrate touchpoints to
minimise red tape will be ahead of the curve

ACCESIBILITY
USED TO BE PHYSICAL
NOW IT’S INTANGIBLE
Brands need to deliver
Digital Everyday Engagement:
Experiences
Rare
& New
Surprise
Random
Surprises
Inspiration
Celebrate
TheirJourney

DIGITAL PLATFORMS
L O Y A L T Y 3 . 5
The Future.

AN ACTIVE, ENGAGED
BRAND COMMUNITY
PLATFORM
CAN DRIVE INNOVATION,
INCREASE REVENUES
AND CUSTOMER LOYALTY.
User Generated Content has surpassed
Branded Content, that is why brands
need to empower consumers in order to
have them create their own
brand experiences

SOURCES:
The previous trends in this document is result of the reading, capturing and analysing different articles
and blogs:
 PBJS – Millennials The New Luxury
 Trendwatching.com - The Future Of Luxury
 Nativeadvertising.com – How Exactly Do Millennials Feel About In Feed Ads
 Business Insider – Why Millennials Hate Your Mobile Ads
 Insiderlatam.com - El Advenimiento De La No Publicidad
 Linkdex – 10 Exceptional Examples Of Brand Communities