trendwatching.com's 10 LATIN TRENDS FOR 2015

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!

www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 2
Major events, key elections, people in the streets protesting
for their rights and better living conditions. In South &
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
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?
The region will be full
of opportunities in
2015...
...if you don’t take advantage of them,
someone else will!

In this Trend Bulletin we’ve gathered the ten consumer
trends that your team should focus on to meet and
surpass the ever-changing expectations of consumers in
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 don’t act on them.
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!
This list is all about
opportunities.
Trends are just a (smart!) way to fuel
compelling, profitable innovations.

1. IN-HAND BRANDS »
Inject joy into rewards.
2. BRIGHT IS BEAUTIFUL »
Help people get together.
3. RECONCILIATION BRANDS »
Make consumerism flow.
4. DEMOCRATIC PRICING »
Serve with added convenience.
5. INSIDE OUT »
Take a stand.
10 crucial consumer
trends for South &
Central America in 2015

6. PLAYFUL PERKS »
7. CITY CONNECTIONS »
Help people get together.
8. OK COMMUTER »
Make consumerism flow.
9. ONLIFE SERVICE »
Serve with added convenience.
10. BRAND STANDS »
Take a stand.
10 crucial consumer
trends for South &
Central America in 2015
(...continued ;)

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
integrating themselves into people’s lives with a sense of
urgency.
Busy consumers hate to waste time, they need problems
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?
1. IN-HAND BRANDS
In 2015, will your product or service
be there the moment Latin consumers
need it?

FEATURED INNOVATIONS: IN-HAND BRANDS
Piero, Forever 21 and Hellmann’s
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 Hellmann’s 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

2. BRIGHT IS BEAUTIFUL
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
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.
2. BRIGHT IS BEAUTIFUL
Consumers will love brands that help
them show off their knowledge in 2015.

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 publisher’s authors
printed on the inside of the pockets to demonstrate the convenience of
pocket-sized books.
Back to Top

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3. RECONCILIATION BRANDS
Mend the social fabric.

Despite all the progress in South & Central America, there
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
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?
3. RECONCILIATION
BRANDS
In 2015, take a position in the fight
against inequality.

FEATURED INNOVATIONS: RECONCILIATION BRANDS
Asociación Nacional de Empresarios de Colombia (ANDI) launched the
Soy Capaz campaign in September 2014, gathering 120 companies – such
as Coca-Cola, Bancolombia and McDonald’s – 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 Escuchémonos (“let’s
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
résumés, find vacancies and access training.
Back to Top
Soy Capaz, Tortrix and LT8

4. DEMOCRATIC PRICING
Let consumers have their say.

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.
South & Central American consumers, having lived through
years of price fluctuations, will be confident they know
what products and services should cost. They’ll 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.
4. DEMOCRATIC
PRICING
Let Latin American consumers decide
what you’re worth.

FEATURED INNOVATIONS: DEMOCRATIC PRICING
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 Comicópolis, a comics festival in Buenos Aires. Consumers could
pay as much as they wanted for seven digital comics and fanzines.
Back to Top
TechBoy and Atado

5. INSIDE OUT
Help urbanites enjoy outdoor spaces.

Latin Americans have been hiding (from urban violence) in
malls, stuck in traffic, and cramped in condos for years. But
since the 2013 protests in Brazil and Mexico, and Venezuela
in 2014, residents are rediscovering the value of getting out.
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!
5. INSIDE OUT
Why consumers from South & Central
America will love brands that take it
outside in 2015.

FEATURED INNOVATIONS: INSIDE OUT
Pracinha Oscar Freire and Park(ing)
Day Chile
Pracinha Oscar Freire, in the Jardins neighborhood of São 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

6. PLAYFUL PERKS

Brands in South & Central America often aim for a
serious tone of voice to be viewed as professional or
respectful. But the explosion of social networks (and
brand-run accounts) changed what consumers expect
from brands. Interactions with brands should be human:
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.
6. PLAYFUL PERKS
Don’t be too serious, Latin consumers
will lap up playful perks ;)

FEATURED INNOVATIONS: PLAYFUL PERKS
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 Claro’s 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 FC’s home games. As of
April 2014 (the end of the soccer season) Claro had donated more than 50
million extra minutes.
Back to Top
Skol and Claro

7. CITY CONNECTIONS
Help city residents get to know each other.

Thanks to the continuing urbanization of South & Central
America, and the rhythm of big cities (lots of work, little time
off), many residents hardly know their neighbors.
In 2015, lonely urbanites will increasingly want to break
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
7. CITY CONNECTIONS
Lonely urbanites will love brands that
bring them together.

FEATURED INNOVATIONS: CITY CONNECTIONS
In August 2014, cookie brand Zezé 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
Zezé and Chivas Regal

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8. OK COMMUTER
Make consumerism flow with each
consumer’s route.

The crossover between retail and transportation is surely
one of the most exciting new areas to be explored in South &
Central America.
Inhabitants of São Paulo, Mexico City, Buenos Aires,
Bogotá and Lima face a typical commute of 1 hour
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.
8. OK COMMUTER
In 2015, Latin Americans will embrace
brands that seamlessly fit within their
journeys.

FEATURED INNOVATIONS: OK COMUTER
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 Brazil’s national
football team. The Sport Machine was installed in subway stations and
universities in São 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
Boxeway and Netshoes

9. ONLIFE SERVICE
Manage consumers’ connected lives with
added convenience.

How much time should you be on Facebook? Is it ok to
text during dinner? Is your data safe? Online life has to be
managed (see ONLIFE MANAGEMENT), and it takes time
and attention for Latin Americans still discovering the
superpowers of smartphone-assisted living.
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.
9. ONLIFE SERVICE
In 2015, add control and convenience
to Latin consumers’ online lives.

FEATURED INNOVATIONS: ONLIFE SERVICE
In August 2014, Brazilian advertising agency Lew’Lara/TBWA installed
an “anticellular totem” at their headquarters in São Paulo. The container
is outside the meeting room, and employees are encouraged to put their
devices in there before going into meetings, so they aren’t 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
Lew’Lara/TBWA and Google

10. BRAND STANDS
Meaningful brands will take a stand.

According to Pew Research in June 2014, 72% of Brazilians
are unsatisfied with the country. Events such as the World
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
desire to improve the region to match their national pride.
Finding a solution is not only the government’s 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 they’re committed to the
same causes they are.
There are many issues out there – from bullying to
bureaucracy – where will you take a stand?
10. BRAND STANDS
In South & Central America,
consumers will embrace brands that
take a stand (or two) on the issues
that matter to them.

FEATURED INNOVATIONS: BRAND STANDS
VH1 Latin America unveiled its Revenge of the Nerds campaign against
bullying with a comedy TV campaign. A music video cover of Gloria
Gaynor’s “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 bully’s bosses.
After multiple cases of violence against women on São Paulo’s 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 Brazil’s government.
Back to Top
VH1 and Dermacyd

NEXT
Now the ball is in your
court!
Our 10 trends have given you a view of
how the region’s consumption arena
will develop in 2015. It’s 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?

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? ;)

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If you have any comments, suggestions
or questions then please do let us know.
Just email:
Nathalia Souto
Client Services Director
South & Central America
nathalia@trendwatching.com
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trendwatching.com's 10 LATIN TRENDS FOR 2015