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trendwatching.com’s infographic MI CASA ES TU CASA

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Many of South & Central America´s newly empowered consumers are enthusiastically supporting (if not working with) brands that don´t close their eyes to social inequality. Learn from brands and non-profits such as Buchanan's, Techo, and the 'Satisfeito' restaurant initiative...

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trendwatching.com’s infographic MI CASA ES TU CASA

  1. 1. MI CASA ES TU CASA 1 min You are viewing the 1 minute summary of trendwatching.com’s March 2013 free monthly Trend Briefing. For the full version please check trendwatching.com/trends/micasaestucasa DEFINITION Many consumers in South & Central America (SCA) will enthusiastically support brands that don't close their eyes to social inequality, and (better yet) offer consumers a chance to play a part in fixing social issues. DRIVING THIS TREND: 1. EMPOWERMENT Consumers are optimistic about the future and their ability to shape it. 2. STATUS SHIFT Making a positive social impact is just one ‘new’ form of status. 35% 32% 49% of consumers willing to pay more for products & services that give back to society. (Nielsen, March 2012) 49% 3. INFORMATION (IN)EQUALITY More (and better) information is making consumers more sensitive to the needs of others around them. 4. MATURIALISM More sophisticated consumers mean a greater tolerance for brands who express a more direct and demanding brand attitude. EXAMP LES Techo: Build a house with a ‘personal’ nail Atados: Latin America’s first volunteering portal Satisfeito: High-end restaurants offer smaller portions for same price Buchanan’s: Neighborhood clean-up rewarded with free concert NEXT | When applying this trend, be sure to: Spur real action: Consumers want to move beyond simple, distant, low-impact campaigns and feel that their actions are making a tangible difference, not just leave it up to brands to take those actions for them. Challenge consumers: Consumers are increasingly receptive to brands jarring them into acknowledging social inequality, or at least their (im)perceptions of this fading taboo subject. Be bold! This is just the 1 minute summary of trendwatching.com’s March 2013 free monthly Trend Briefing. For the full version please check trendwatching.com/trends/micasaestucasa trendwatching.com | Infographics Monthly Trend Briefing - March 2013 Enjoyed this? Read all our free publications: Want More? 2014 PREMIUM SERVICE trendwatching.com/freepublications/ Need access to all the vital consumer trends, insights and innovations in 2014? Our Premium Service is for you. trendwatching.com/premium/ TREND FRAMEWORK INDUSTRY UPDATES INNOVATIONS DATABASE 2014 TREND REPORT MONTHLY SNAPSHOTS TREND APPLY TOOLKIT

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