EXCLUSIVE TO TrEndwaTChIng.COm PrEmIUm CLIEnTS

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october 2014
Snapshot
EXCLUSIVE TO
trendwatching.com
PREMIUM Clients
www.trendwatchingpremium.com
TrendWATCHING.com PREMIUM Monthly Snapshot: october 2014
Welcome!
Welcome to trendwatching.com’s October 2014
Snapshot, exclusively for Premium clients. This
Snapshot offers a curated glimpse into the 180 examples
we added to the Innovations Database this month. It
includes:
Featured Trend: a showcase of one of the 100+ trends
we track with insights and examples.
Mega-Trend Highlights: a selection of new innovations
arranged under the 16 mega-trends in our Trend
Framework.
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SEE ALL of OCTOBER’s
NEW EXAMPLES:
Online
View all new trend examples
in the Innovations Database,
indexed by trend + industry.
POWERPOINT
Download this month’s Featured
Examples categorized by
mega-trend, great to present
to your team or clients.
Industry Highlights: examples of best practice from
across 15 B2C industries.
Enjoy!
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UNPLUGGED
Sometimes, consumers just want to escape the noise
Featured TREND: UNPLUGGED
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UNPLUGGED
Increasingly exhausted by constant connectivity and an ‘always on’ mentality, consumers are looking to
brands who can help them to escape from the (real and virtual) noise. This could be by forcing them to turn
off devices or providing them with an urban oasis.
WHY
NEXT
LIFE:OVERLOAD
UNPLUGGED & REWARDED
Hectic schedules, endless emails, always on-call – overwhelmed consumers are
‘Digital detoxing’ is not a fad. A growing number of individuals would truly benefit
subjected to increasingly stressful lifestyles. Many crave moments of peace and
from a break. To enforce digital detachment, perhaps you could offer incentives (see
solitude or seek a return to a simpler time.
DIGITAL SHADOW
Increasingly informed about how digital addictions (from Facebook to Candy Crush)
are affecting their physical and mental wellbeing – and despite their best intentions
– consumers can’t break the habit.
URBAN SPRAWL
CURRENCIES OF CHANGE) for compliance.
BRIEF RESPITE
Despite the downsides of tech-powered urban living, most consumers won’t give up
on the benefits. As full-time fixes aren’t possible, offer solutions (a rooftop green
area, a no wifi zone) that allow urbanites to temporarily unplug, albeit briefly.
WORK TO UNWIND
Consider long-term programs that exchange FaceTime for face-to-face time. Think
Cramped spaces, crowds, noise and pollution – worldwide, CITYSUMERS face a
community initiatives, volunteer schemes and clean-up drives that put participants’
daily battle against their urban environment. And as more and more people pour
newfound free time to good use ;)
in, there’s little chance these conditions will improve.
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trident
Apparel from chewing gum
brand disables cellphones
plot
Urban garden available
to book by the hour
Created as part of Manchester’s Dig The
City urban gardening festival in August
2014, Plot was an ‘on-demand’ garden.
Hidden away on the roof of Manchester’s
Victorian Barton Arcade building, the
garden could be booked for an hour at a
time for free via a dedicated microsite.
playtimer
UNICEF app reminds parents
to play with their kids
Available to download from May 2014,
PlayTimer is a free app designed to remind
parents to play with their kids and ‘work-proof’
their cellphone. Developed by UNICEF Sweden,
the free app allows parents to set a specific
time period to play with their child, without any
interruptions from work. Parents then start the
timer by taking a photo of their child, and can
only unlock their cellphone once play time is
over by taking another picture of them, with face
detection determining that it’s the same person.
In March 2014, US chewing gum brand
Trident unveiled Focus: Life Gear – a
conceptual fashion line designed in
partnership with Japanese apparel designer,
Kunihiko Morinaga. Made from breathable,
lightweight fabrics, the garments block radio
signals meaning that wearers won’t receive
any calls, SMS or social media notifications
via their cellphone. A metallic mesh is built
into the garments’ pockets to block radio
signals, encouraging wearers to change
focus and take time off from their cellphone.
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Svendborg Architects
Experiential sculpture promotes
peace and harmony
99 Days of Freedom
Creative project facilitates a break from social media
July 2014 saw Dutch creative agency Just launch 99 Days
of Freedom: a free program inviting people to stop using
Facebook for 99 consecutive days and report back on how
this affects their happiness and wellbeing. Individuals can
sign up via a dedicated microsite which provides instructions
on how to take part, as well as a ‘time off’ image to add as a
profile picture. Participants can then view their personalized
99-day countdown clock, and access anonymous message
boards where they can chat with others undergoing
the same process. Participants are asked to complete
‘happiness’ surveys three times during the process.
mcdonalds & Coca-cola
Restaurant rewards friends for
taking a break from their cellphones
In May 2014, McDonald’s and Coca-Cola
partnered in the Philippines to launch BFF
Timeout: a free app that rewards diners for
not using their phones. Once individuals
in a group have all opened the mobile app,
the timeout begins and points are earned
for every moment that cellphones are left
alone. As soon as anyone uses their phone,
the timeout ends. Participants’ scores were
ranked on a public leaderboard, and prizes
included trips to Japan and Singapore.
In July 2014, Svendborg Architects unveiled
the design for Hope: a landmark set to be
built in Copenhagen’s harbor. The Danish
architecture company designed the 3,000 sq.
metre structure in partnership with Japanese
architect Junya Ishigami. Symbolizing
peace, the cloud-like construction will seem
to float on the harbor, featuring a hollow
white concrete shell. Visitors will be able
to board circular boats and sail underneath
the structure. Hope was commissioned
by Denmark’s Hope Foundation: an
organization promoting peace and harmony.
selected mega-trend examples
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mega-trend
Highlights
SElected mega-trend examples
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STATUS SEEKERS
human brands
The relentless, often subconscious, yet ever-present
force that underpins almost all consumer behavior
Why personality and purpose will mean profit
betterment
The universal quest for self-improvement
YOUNIVERSE
Make your consumers the center of their YOUNIVERSE
local love
better business
Why ‘good’ business will be good for business
ubitech
The ever-greater pervasiveness of technology
infolust
Why ‘local’ is, and will remain, loved
Why consumers’ voracious appetite for
(even more) information will only grow
playsumers
fuzzynomics
Who said business had to be boring?
ephemeral
The divisions between producers and consumers,
brands and customers will continue to blur
PRICING PANDEMONIUM
Why consumers will embrace the here,
the now, and the soon-to-be-gone
Pricing: more fluid and flexible than ever
helpfull
tribes & lives
Be part of the solution, not the problem
JOYNING
The eternal desire for connection, and
the many (new) ways it can be satisfied
The endless new market segments,
and the opportunities that lie within
remapped
The epic power shifts in the global economy
Mega-Trend Highlights
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STATUS SEEKERS
The relentless, often subconscious, yet ever-present
force that underpins almost all consumer behavior
pops classic
Luxurious popsicles contain real
Champagne
signs
Experiential restaurant raises awareness of
deafness
Opened in Toronto during July 2014, Signs is a bar
and restaurant staffed by deaf servers. Offering
a menu of Canadian and international dishes,
diners at Signs have to place their order using
sign language, with an guidebook explaining how
to sign their choices. While raising awareness of
deafness and sign language, the restaurant also
enables deaf people to obtain employment.
uni baggage
Students head to school via private jet
In September 2014, Irish luggage transport company
Uni Baggage launched the Very Important
Fresher (VIF) service which provides students
with luxury campus travel. Students starting at
university can enjoy transport in a private jet or
helicopter by air, or in vehicles including an Aston
Martin, Ferrari F430 or Rolls-Royce Phantom.
The company transports students’ luggage
separately. VIF packages cost from EUR 25,000.
Launched in the UK during June 2014, POPS
Classic are luxury ice popsicles. Priced at
GBP 5, and containing 37% Champagne, the
popsicles were developed by two Londonbased businessmen in conjunction with artisan
gelato brand Gelupo. According to the brand,
they are the world’s first Champagne popsicles,
and contain less than 100 calories.
View STATUS SEEKERS mega-trend & related trends »
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BETTERMENT
The universal quest for self-improvement
Singapore Kindness
Movement
R.O.C.S.
Energy-boosting toothpaste is made with
taurine
In September 2014, Russian oral care company
R.O.C.S. launched a toothpaste containing taurine:
an amino acid supplement typically found in energy
drinks. Although the toothpaste isn’t actually
ingested, it stays in the mouth long enough to boost
energy levels. The active ingredients also support
energy metabolism in the gums, helping to protect
against inflammatory periodontal diseases.
Pop-up cafés encourage customers to be kind
APPLE
Apple unveils first foray into wearable
technology
In September 2014, Apple announced the launch of
the Apple Watch. The USD 350 device integrates
a comprehensive activity tracker, which sets
users daily goals for calories burned, exercise
done and time standing, as well as apps for
individual fitness sessions. Available in three color
options, the watch’s hardware and interface are
designed to enhance usability on a small screen;
other features include the capability for a user
to ‘send’ their heartbeat to other nearby users.
Over May and June 2014, the Singapore Kindness
Movement opened a series of pop-up cafés across the
city raising awareness of the importance of being kind.
The nonprofit operated a sliding pricing scale whereby
customers saying ‘please’ and ‘thank you’ paid just SGD
2 (USD 1.60) for a coffee as opposed to SGD 5 (USD 4).
View BETTERMENT mega-trend & related trends »
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YOUNIVERSE
Make your consumers the center of their YOUNIVERSE
contigo
Print magazine ‘likes’ linked to Facebook feeds
craft coffee
SLMMSK
Anti-selfie app launched in Russia
Beta-launched in August 2014, SLMMSK is a
free mobile app billing itself as ‘the world’s first
real-time anti-selfie app’.When users aim their
front-facing camera for a selfie, the Russiadeveloped app uses facial recognition software to
mask their face with one of ten filters, including a
censor bar and CCTV-style pixelation. Users are
then encouraged to share the resulting image on
Facebook or Instagram with the hashtag #SLMMSK.
Online subscription service helps customers
find their perfect coffee blend
August 2014 saw Craft Coffee launch the Coffee DNA
Project: a free service creating automated coffee
recommendations for customers. Via the US-based
speciality coffee company’s service, customers
answer a short questionnaire about their preferences
and what coffees they drink, before Craft Coffee
reveals which artisanal roast would be best for them.
Customers can then select their preferred grind (beans
or French press, for example) and how often they
would like coffee delivering. Via individuals’ feedback,
the Coffee DNA Project automatically becomes
‘smarter’ with future recommendations. Deliveries
are priced from around USD 19.99 per month.
Fans who registered on the Facebook page of
Brazilian magazine Contigo were sent a free edition
of their August 2014 issue with an accompanying
interactive supplement from fashion retailer C&A.
A special chip within the Fashion Like supplement
allowed readers to ‘like’ a range of outfits, with
activity then automatically appearing in their
Facebook news feed. The ‘likes’ were also sent to a
display in the Morumbi Shopping store, highlighting
the most popular outfits from the promotion.
View YOUNIVERSE mega-trend & related trends »
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LOCAL LOVE
Why ‘local’ is, and will remain, loved
kenco
Coffee brand saves young people from violence
and gangs
August 2014 saw Kenco unveil television ads revealing
details of its year-long Coffee vs Gangs initiative.
The UK-based coffee brand gave 20 young people
in violent areas of Honduras training and support to
build careers as coffee farmers – away from the gangs
and crime of the Central American country’s capital.
Via a dedicated microsite, people can view details of
the Coffee vs Gangs participants and their journeys.
pizza express india
Angel Chang
Restaurant chain’s photography
contest celebrates city culture
Apparel collection preserves ancient
Chinese textile techniques
August 2014 saw Pizza Express India
celebrate World Photography Day with a
competition for aspiring photographers in
Mumbai. Participants could enter the Slice
of Art contest via a dedicated Facebook
app, uploading their original black-andwhite images capturing the spirit of
Mumbai. After an initial public vote, the
restaurant chain’s competition was judged
by Italian photographer Stefano Stranges.
15 winning images were displayed in a
restaurant gallery, and the winners had
the chance to join Stranges on a threeday photography trail around Mumbai.
In July 2014, American-Chinese designer
Angel Chang launched a 40-piece capsule
collection reviving traditional Miao textile
crafts. The line was the result of a five year
collaboration with local government officials and
NGOs that connected the designer with local
artisans. Chang’s collection was available to
buy online, with prices starting at USD 350.
View LOCAL LOVE mega-trend & related trends »
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PLAYSUMERS
Who said business had to be boring?
kfc
Fast food chain unveils unique tech products
ikea singapore
coca-cola india
Interactive arcade game incentivizes bottle
recycling
April 2014 saw Coca-Cola India launch the Happiness
Arcade: an arcade machine powered by empty CocaCola bottles. Via the machine, people could play an
interactive ping pong game with other participants.
During the campaign, the arcade machine was moved to
different youth hotspots around Dhaka, Bangladesh to
highlight the lack of recycling facilities across the region.
Homewares catalog parodies Apple
commercials
September 2014 saw IKEA Singapore launch its
latest catalog with a spoof ad for the “bookbook”
poking fun at Apple. The parody YouTube clip
explains that: “The 2015 IKEA catalog comes fully
charged, and the battery is eternal,” while mimicking
Apple’s famously minimal advertising style.
In September 2014, KFC unveiled a limited
edition fried chicken USB stick, mouse and
keyboard in honor of Colonel’s Day (the founder
of the US fast food chain) in Japan. The one-off
products were not for sale and could only be
won by following KFC on Twitter and sending a
hashtagged tweet. At the end of the promotion,
one person was selected to win each unique item.
View PLAYSUMERS mega-trend & related trends »
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EPHEMERAL
Why consumers will embrace the here,
the now, and the soon-to-be-gone
SOMEBODY
App uses human proxies to deliver messages
amplifon
L’Epicerie Ballantine
Fan-created pop-up concept bar opens in Paris
Opened in Paris for six weeks from September 2014,
L’Epicerie Ballantine’s was the result of The Bar
Project: a Facebook competition held by the Scotch
whisky brand. Via the Ballantine’s page, fans could
submit their ideas for their dream cocktail bar, which
were then put to a public vote. At L’Epicerie Ballantine’s,
customers could choose the ingredients from the
grocery store-style layout, which would then be made
into a cocktail by one of the bar’s expert mixologists.
Google Maps feature site-specific sound
experiences
Launched in August 2014, Sounds of Street
View is a project from UK-based hearing aid
specialist Amplifon. Combining Google Maps
with audio footage, the free online experience
automatically adds site-specific sounds to different
locations, with three available at launch; in
Avignon, Hawaii and California. When users click
around Google Maps online, they automatically
hear typical sounds from each place, such as
church bells or crashing waves, for example.
Launched in the US in August 2014 by artist,
author and filmmaker Miranda July, Somebody
adds a human element to the mobile messaging
experience. When users send a message via the
free mobile app, it is not delivered to the intended
recipient, rather to the Somebody user nearest
to them. That person – who could very well be a
complete stranger – then delivers the message
in real life, based on the user’s instructions.
View EPHEMERAL mega-trend & related trends »
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HELPFULL
Be part of the solution, not the problem
Barclaycard
Traditional donkey rides feature
contactless payment system
doblet
darty
Customer service button connects with domestic
devices
Unveiled in France during June 2014, the Darty button
is a small device enabling customers of the French
electronics retailer to request assistance. Priced at
EUR 25 (plus a EUR 2 monthly subscription fee), the
wifi and Bluetooth-integrated button can be placed
anywhere in the home and when pushed, automatically
facilitates a call-back from Darty. The device can also
connect to many domestic appliances – from fridges and
dishwashers to TVs and audio equipment – meaning
that any problems can be located and solved quickly.
Subscription service facilitates ondemand cellphone charging
Beta-launched in San Francisco in July 2014,
Doblet is an on-demand cellphone charging
service, available at local bars, restaurants and
hotels. After installing the dedicated mobile
app, members can locate local Doblet-carrying
venues; at each location users can request a
Doblet (a small, portable battery pack), which
plugs straight into their cellphone. Users can
choose between a USD 3 single-use fee, or
an annual USD 30 unlimited membership.
In August 2014, Barclaycard unveiled the
world’s first ever contactless donkey rides.
Working with Blackpool Beach’s Real Donkeys,
the company created a special contactless
payments saddle, allowing customers to
pay for a traditional donkey ride by tapping
a contactless credit or debit card.
View HELPFULL mega-trend & related trends »
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JOYNING
The eternal desire for connection, and the
many (new) ways it can be satisfied
bonobos
Fitting room device gives customers instant
feedback from friends
coolest cooler
skol
Beer brand rewards locals helping
tourists
During the FIFA World Cup in June 2014, beer
brand Skol launch 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.
Multifunctional cooler is the most
funded Kickstarter project ever
In August 2014, a US-developed, waterproof
speaker-integrated cooler became the most
funded Kickstarter project ever. Raising
over USD 11.4 million in pledges, the
multifunctional COOLEST cooler features
USB charging ports and integrated lighting as
well as a cutting board, bottle opener, plate
storage and drinks blender. The COOLEST
cooler was available to Kickstarter backers
for USD 185, retailing for USD 299.
June 2014 saw US menswear etailer Bonobos
open its first Los Angeles store. Set over a
1,500 square foot space, the store features
the SELFY: a fitting room camera which takes
photographs via a full-length mirror. Once they’ve
taken photos of themselves in Bonobos apparel,
customers can send the images to friends for
free via email or SMS to get instant feedback.
View JOYNING mega-trend & related trends »
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HUMAN BRANDS
Why personality and purpose will mean profit
EE
Telecoms company offers festival-goers
replacement battery service
Ecuadorian Football Association
White stadium seats raise awareness of violent
supporters
In June 2014, the Ecuadorian Football Association launched
the Eternal Seat campaign to highlight the human cost
of violence at soccer matches. Two memorial seats were
unveiled in the stands of Club Sport Emelec Stadium, in
Quito. The white seats remain empty at games, and feature
the names of two fans that died at games, with a link to
an online petition pledging for non-violence in stadiums.
dana suchow
Fashion blogger comes clean about
Photoshopped images
In August 2014, New York-based fashion
blogger Dana Suchow made headlines when
she revealed a series of unretouched versions
of photos of herself on her blog, Do The Hot
Pants. In a post titled, “Photos I Wish I Didn’t
Photoshop”, Suchow revealed how she had
edited her photos for over a year to make her
body look slightly thinner and her skin clearer.
Launched at the Glastonbury Music Festival in June
2014, the EE Festival Power Bar is a portable minicharger for cellphones. Festival-goers who purchased
the GBP 20 device prior to the event were able to
trade in depleted bars at the official EE recharge
tent, where they could be exchanged for a fullycharged device. Unlimited swaps were available, and
people could keep the power bar after the event.
View HUMAN BRANDS mega-trend & related trends »
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BETTER BUSINESS
Why ‘good’ business will be good for business
BROTHL
PSSSH!
Single-use tent is fully compostable
kfc
Tweets help build educational facilities for kids
September 2014 saw the launch of the #KFCWishBucket
campaign which gave Indians the chance to help build
educational facilities for kids in the rural region of Ladakh.
The fast food chain worked with a local nonprofit – the
17000 ft Foundation – to implement the project. By
tweeting their support for the campaign hashtagged with
#KFCWishBucket, consumers could ‘build’ a virtual library
on the campaign’s website. Once this was completed,
KFC began construction of the actual building.
Developed by Netherlands-based design brand Psssh!,
One Nights Tent is a single-use tent that can be
composted after it’s used. Made from biodegradable
materials, the EUR 69.99 tent is very basic, and
features no zips or any compartments. One Nights
Tent was launched at the Lowlands music festival in
August 2014; festival-goers could pre-order one or
two-person tents to be collected at the campsite.
Restaurant dishes created from other
establishments’ leftovers
July 2014 saw Melbourne-based restaurant Silo relaunch as Brothl, serving nutrient-rich broths created
using a ‘no-waste’ approach. Unused bones and offal
are sourced from collaborating nearby restaurants
and ingredients are stewed in locally-collected purified
rainwater. Broths cost around AUD 10, and the menu
also includes a range of accompanying side dishes.
View BETTER BUSINESS mega-trend & related trends »
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ubitech
The ever-greater pervasiveness of technology
BAIDU
Smart chopsticks help diners avoid
contaminated food
BLOCKS
Modular smartwatch can be completely
personalized
Unveiled in the UK during July 2014, Blocks is
a smartwatch featuring a wristband made up of
varying components allowing wearers to tailor
its functions. Each block operates different
functions, with sensors and controls including
an accelerometer, microphone, hand gesture
detector, GPS location, extra battery or camera, for
example. As the smartwatch pieces can be easily
detached and reassembled, customers can tailor
their device for different activities while on the go.
CROCS
In September 2014, Baidu unveiled a set of smart
chopsticks which can detect food contamination. The
Chinese online service company’s prototype electronic
chopsticks measure the freshness of cooking oil as
well as pH levels, temperature and calories. Data is
then relayed to a connected mobile app in real-time.
AR app brings kids’ shoe charms to life
In September 2014, Crocs launched a range of
four augmented reality-enabled Jibbitz charm
packs for kids in the UK. Once attached to a pair
of Crocs clogs, the charms can be transformed
into interactive games by ‘zapping’ them with
a mobile app that works through the lens of a
cellphone’s camera. Games include a paintballstyle tank challenge and a ‘pet salon’ where
kids can pet a virtual kitten. Jibbitz packs are
available from the Crocs website for GBP 6.99.
View UBITECH mega-trend & related trends »
20
INFOLUST
Why consumers’ voracious appetite for
(even more) information will only grow
gap inc.
Retailer reveals gender pay equality
PRORAIL AND NS
Rail station LED displays show real-time
carriage data
In July 2014, Dutch train operators Prorail and NS
announced plans to roll out platform-length LED
displays providing real-time information to passengers.
The 180-meter LED strips show information about
space available in carriages and where carriage
doors will open, as well as which carriages are best
for bikes and buggies, and where quiet carriages
are located. The system utilizes infrared sensors
that detect how full carriages have become. The
announcement followed a successful 2013 trial.
frickbits
Crowdfunded app converts location data
into personalized artworks
Securing Kickstarter funding in September 2014,
FRICKbits is a free mobile app converting personal
location data into abstract artworks. Developed
by US-based data artist Laurie Frick, the app’s
algorithm tracks cellphone data to produce a
constantly changing portrait of the user. During
the first day of crowdfunding, FRICKbits raised
USD 15,000 – more than double its original goal.
After President Obama unveiled a memorandum
in September 2014 ordering federal contractors
to disclose details of earnings, Gap Inc. revealed
to Buzzfeed that men and women employed by
the retail group are paid equally. The retailer
was founded by a male-female team and Gap’s
chairman and CEO explained that: “starting
with co-founder Doris Fisher, we have a proud
tradition of developing and promoting strong
women leaders and mentors – from our stores
to our divisions to our senior management.”
View INFOLUST mega-trend & related trends »
21
FUZZYNOMICS
The divisions between producers and consumers,
brands and customers will continue to blur
#bossbabe
Online community connects young women
in business
roost
Marketplace site is an Airbnb for storage
Launched in San Francisco during June 2014, Roost is a
marketplace site allowing consumers looking for storage
space to connect with nearby people who have free space,
such as a basement, attic or garage. Users can search
for space based on geographic location or storage basis
(whether they need immediate access, or their own key,
for example). People with storage available can create
a profile with information about themselves and their
space, and all hosts are background-checked. Users
can also add reviews of storage space they’ve used, and
both parties are covered by comprehensive insurance.
Makr
App allows users to design, print and sell
customized products
Available to download from September 2014, Makr
is a free mobile app allowing users to design,
print and sell customized products. Via the USdeveloped app, users can apply pre-generated or
self-created logos to a range of products (including
tote bags, t-shirts, caps, and stationery) then sell
the items through Makr’s in-app marketplace.
Products can be shared using iMessage or
across social media; individuals earn USD 2
profit for each item sold. Makr is responsible for
production, shipping and payment collection.
Founded by New York-based Alex Hayden
Hernandez in July 2014, #bossbabe is an online
community promoting entrepreneurship and
encouraging young businesswomen to ‘connect,
confess and netwerk’. The community includes
blog posts and #bossbabeTV, where users can
share tips and stories. Originally launched on
Instagram, where the project amassed more than
160,000 followers in three months, #bossbabe is
designed to promote a positive, go-getting attitude.
View FUZZYNOMICS mega-trend & related trends »
22
PRICING PANDEMONIUM
Pricing: more fluid and flexible than ever
stylebored
Shopping site incentivizes social sharing
with cashback bonuses
ibis hotel
union square
Shopping mall offers discounts for gingers
After a customer received a spoof discount card
for his birthday, in August 2014 the Union Square
mall unveiled a promotion giving discounts to
all red-headed shoppers. Customers had one
weekend to enjoy 10% discounts at a selection
of retailers and restaurants at the Aberdeen mall.
Both red-headed shoppers and those wearing
ginger wigs were eligible for discounts.
Hotel invites guests to pay what they want
August 2014 saw the Ibis Hotel at Delhi Airport
open with a promotion giving guests the opportunity
to pay whatever they wished for their stay. Via the
Pay What You Want campaign, guests staying could
pay their chosen sum for one night’s stay during the
month of September. All guests were subject to an
individual tax fee of INR 500 (around USD 8.25).
Launched in the UK during August 2014,
Stylebored encourages people to share fashion
and beauty items via social media, with cashback
incentives for referrals. The site features brands
and etailers including DKNY, Belstaff and Saks,
while a comparison engine enables shoppers to
purchase products at the cheapest price. Stylebored
users can create inspiration boards for members
to shop, with click-throughs generating cashback.
View PRICING PANDEMONIUM mega-trend & related trends »
23
tribes & lives
The endless new market segments, and the
opportunities that lie within
Meu Dia Alimentar
Educational puzzle teaches kids about
healthy eating
paddy power
Bookmaker’s campaign tackles homophobia in
soccer
JCPENNEY
Retailer debuts mannequins inspired by real
people
August 2014 saw JCPenney unveil five mannequins based
on real people as part of the retailer’s When It Fits, You
Feel It campaign. On display at the Manhattan Mall store in
New York City, the mannequins were originally created for
the TODAY show’s #LoveYourSelfe campaign to reflect a
wider definition of beauty. The mannequins were modeled
on traditionally marginalized body types, including a
wheelchair user, a double amputee and a plus-size model.
September 2014 saw Irish bookmaker Paddy Power
unveil the second annual Rainbow Laces campaign
in association with UK-based LGBT rights charity
Stonewall. Designed to combat homophobia in
soccer, as part of the campaign, rainbow-colored
sneaker laces were distributed to every professional
player in the UK. Players were encouraged to wear
their laces to matches over a two-day period and
share their support for the campaign on social
media hashtagged with #RainbowLaces.
Developed by a group of Brazilian students, Meu
Dia Alimentar is an interactive tool teaching kids
how to develop healthy eating habits. Priced at
BRL 39, the game features 144 puzzle pieces,
each printed with an illustration of a food item
and color-coded according to its food group. The
puzzle comes with a base indicating how many
portions of each food group should be eaten each
day. In July 2014, Meu Dia Alimentar secured
backing via Brazilian crowdfunding site Catarse.
View tribes & lives mega-trend & related trends »
24
REMAPPED
The epic power shifts in the global economy
korea subway
Korean city guide app caters to influx of Chinese
tourists
8villages
Mobile platform partners with telecoms brand to
offer personalized tips to rural farmers
Indonesia-based 8villages is a mobile platform
connecting local farmers and providing crop prices,
weather forecasts and farming tips. In September
2014, the platform launched Rumah Petani Pintar
(“House of Smart Farmers”) in partnership with
local telecommunications provider XL Axiata. After
registering for the free service, farmers are sent a
daily SMS offering advice about how to maximize their
yield, and allowing them to connect with agriculture
experts at a local university to ask questions.
m-shwari
Fixed-rate account helps low-income
customers save
n June 2014, banking provider M-Shwari launched
the Lock Savings Account: a fixed deposit
account aimed at low-income Kenyans. The
account offers interest of up to 6% on small fixedterm deposits and can be set up via cellphone.
The product was launched in response to
recurrent customer feedback asking for help
with saving in a country that ranks behind its
neighbors in terms of savings in relation to GDP.
Available to download from Q2 2014, Korea Subway
is a mobile app designed for Chinese tourists visiting
Seoul. In addition to public transport information,
the free app includes maps and resources on tourist
sites, restaurants and shopping malls. The app also
includes a selection of location-based e-coupons giving
discounts at a range of retailers and attractions.
View REMAPPED mega-trend & related trends »
selected INDUSTRIES examples
25
INDUSTRy
Highlights
Industry Highlights
AUTOMOTIVE
26
BEAUTY & PERSONAL CARE
CONSUMER ELECTRONICS
Mercedes-Benz
Pantene India
AMAZON
Customers sending a ‘Yo’ offered
free EV test drives
Haircare brand’s campaign challenges
beauty industry’s promises
Remote control facilitates
smart grocery shopping
Local Motors
Scent Trunk
Sony
Subscription services helps men
discover niche scents
Sony showcases Google Glass competitor
3D-printed vehicle assembled in 44 hours
Renovo Coupé
Lancôme
SOUNDSIGHT
All-electric supercar reaches
60mph in 3.4 seconds
Beauty brand awards loyalty
points for social media shares
Headphones’ on-board camera
instantly captures video and audio
View all beauty & personal care
examples in the Innovations Database »
View all consumer electronics examples
in the Innovations Database »
View all automotive examples in
the Innovations Database »
Industry Highlights
FASHION
27
FINANCIAL SERVICES
FOOD & BEVERAGE
Freitag
TD Bank
McDonald’s
Apparel collection is made
from compostable fabric
Bank’s ATM thanks customers with free gifts
Recycled cans exchanged for free burgers
ADIDAS
Hyundai Card
Nespresso
Fashion brand unveils the world’s first
Twitter-powered runway show
Credit card provider opens
specialist travel library
Upscale coffee promoted with
tours and tastings
PUMA
Sberbank
Marlow Goods
Sports brand unveils special
home delivery service
New mortgage customers offered a free cat
Leather bags sourced from animals
served in partner restaurant
View all fashion examples in the
Innovations Database »
View all financial services examples
View all food & beverage examples
Industry Highlights
GOVERNMENT &
PUBLIC sector
INDIAN POLICE DEPARTMENT
Vehicle crimes reported instantly via SMS
28
HEALTH
HOME & GARDEN
National Neurological
Institute
Smart fire detector protects slum dwellers
Khusela
National news campaign raises
awareness of Alzheimer’s
Nando’s South Africa
Zenytime
Ariel Zuckerman Studio
Restaurant chain’s humorous video
questions governmental security policy
Stress-reducing app promotes
rhythmic breathing
Furniture collection is made
from repurposed graffiti
Republic of Ecuador
Foodtweeks
LOVESPACE
Ecuador announces statebacked digital currency
People reducing calories help
their local foodbanks
Old relationships remembered
via secret storage service
View all government & public sector
View all health examples in the
View all home & garden examples
Industry Highlights
29
MOBILE & TELECOMS
Nonprofit & Social Cause
Electronic Arts
Ignore No More
Videogame promotes launch with
real-time social media sitcom
App forces kids to call parents back
World Wildlife Federation
Russia
MEDIA & ENTERTAINMENT
Charity connects with young people via tattoos
Beverly Wilshire hotel
t-mobile
Luxury hotel package inspired by classic movie
Mobile network launches ruthless
attack on rival carriers
Banco de Alimentos por
Colombia
Organization Instagrams poor families’
meals to raise awareness of poverty
Scribe
Vodafone Foundation
Lindex
Social platform helps writers
and readers connect
Selfie campaign helps send young girls to school
Fashion designer’s affordable
collaboration raises funds for charity
View all media & entertainment
View all mobile & telecoms examples
View all Nonprofit & Social Cause examples
Industry Highlights
30
RETAIL
transport
Rent The Runway
Amsterdam’s Schiphol
Airport
Fashion rental company debuts
monthly subscription service
Rail company guarantees passengers
will catch their flight
travel
Iberostar
Hotel chain rewards ‘superfans’
with personalized experiences
twitter
Ma3Route
Four Seasons
Instant shopping available via
Twitter’s ‘Buy’ button
App crowdsources live traffic
information in developing countries
Ultra luxurious ski package is
designed for the jet set
submarino
American Airlines
indoo.rs
Etailer’s tool allows shoppers to
suggest product prices
US airline launches first ever
domestic first class flights
Location-detecting beacons help travelers
navigate San Francisco Airport
View all RETAIL examples in the
View all transport examples in
the Innovations Database »
View all travel examples in the
31
Coming soon... our exclusive 2015 Trend Report!
Published on November 18, it’s the most actionable Trend Report yet.
1
3
2
4
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All october Examples »
Innovations DATABASE »
industry UPDATES »
paul backman
Head of Client Services
paul@trendwatching.com
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Contents

INDUSTRY-UPDATE-AUTOMOTIVE-MAY-2014