Icga flamingo trends copy
-
date post
22-Oct-2014 -
Category
Documents
-
view
40 -
download
0
description
Transcript of Icga flamingo trends copy
![Page 1: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/1.jpg)
1"
Cultural"intelligence"
CHEWING""GUM"&""
"THE""
GLOBAL"CONSUMER"
ANNIE"AUERBACH"Interna'onal*Chewing*Gum*Associa'on*6*May*2014*
![Page 2: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/2.jpg)
2"
Cultural"intelligence"
L O N D O N · S I N G A P O R E · T O K Y O · N E W Y O R K · S H A N G H A I
WE DELIVER STRATEGIC CONSUMER INSIGHT THROUGH A CULTURAL LENS
![Page 3: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/3.jpg)
3"
Cultural"intelligence"
W E H AV E O F F I C E S I N S I X L O C AT I O N S B U T W O R K A L L O V E R T H E W O R L D … A N D N O W O N E M O R E
LONDON
SINGAPORE
TOKYO NEW YORK
SHANGHAI
MUMBAI
SÃO PAULO
![Page 4: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/4.jpg)
4"
Cultural"intelligence"
… D E L I V E R I N G B I G I D E A S W H I C H
C R E AT E O P P O R T U N I T I E S F O R G R O W T H
THROUGH
CULTURE TO
B IG IDEAS
![Page 5: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/5.jpg)
5"
Cultural"intelligence"
HOW WE WORK
PEOPLE
BRANDS
I N C I S I V E S T R AT E G I C T H I N K I N G T O S H A P E
S U C C E S S F U L , S U S TA I N A B L E , C U L T U R A L LY - R E S O N A N T B R A N D S
CULTURE
![Page 6: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/6.jpg)
6"
Cultural"intelligence"
WHO WE ARE
Cultural Intelligence is a specialist consultancy practice within Flamingo. We analyse drivers of change, cultural shifts, trends and tensions and use inspiration from the world’s best cultural thinkers and makers to open up new and emergent perspectives on brand questions.
ABOUT CULTURAL INTELLIGENCE
![Page 7: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/7.jpg)
7"
Cultural"intelligence"
THE CULTURAL LENS
8 universal and foundational themes which shape people and culture across the world. Helping us collect intelligence, thinking and source expert partnerships.
![Page 8: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/8.jpg)
8"
Cultural"intelligence"
BIG GLOBAL DRIVERS FOR THE FUTURE GUM CONSUMERS
URBANISATION + FAST PACE OF CHANGE + TECHNOLOGY BOOM
Opportunity, dynamism, modernity
![Page 9: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/9.jpg)
9"
Cultural"intelligence"
AND EMERGING OPPORTUNITIES FOR GUM…
URBANISATION + FAST PACE OF CHANGE + TECHNOLOGY BOOM
Opportunity, dynamism, modernity
TIME HARRIEDNESS: OUT OF SYNCH MENTAL STRESS, ANXIETY: TIRED, BUT WIRED
COMPETITIVE WORLD: A NEED FOR PERSONAL EDGE
![Page 10: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/10.jpg)
10"
Cultural"intelligence"
OUT*OF*SYNCH*LIVES*Society"is"atomising"and"fragmenMng:""• "flexible"working"paUerns"• "family"structures"breaking"down,"rise"of"the"singleton"
• "feeling"that"the"pace"of"life"erodes"relaMonships"and"forces"out"of"synch"with"our"loved"ones"
""
The"chances"of"South"Korean"women"never"marrying"have"risen"from"9%"in"2000"to"15%"today"Women&in&S&Korea&&The&Economist&2013&&
Divorce"rate"in"Delhi"doubled"in"past"4"years.""Punjab"and"Haryana"have"seen"an"increase"of"150%"in"last"decade""Indiadivorce.com&
![Page 11: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/11.jpg)
11"
Cultural"intelligence"OUT*OF*SYNCH*LIVES*
Commuters)travel)on)the)Tokyo)subway)per)year.)2.4bn)in)Moscow,)2bn)in)Seoul)and)Shanghai)and)1bn)in)London)3bn""
Katherine&Schulz&Richard,&About.com&&
![Page 12: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/12.jpg)
12"
Cultural"intelligence"
OUT*OF*SYNCH*LIVES*
LIFE*IN*TRANSIT*
*We"are"spending"most"of"our"leisure"Mme"commuMng"in"a"high"stress"environment."""The"world"average"commuMng"Mme"is"40"minutes"one"way"(worldmapper.org);"while"35%"of"global"commuters"regularly"experience"delays"of"over"an"hour"on"their"commutes"to"an"from"work.""IBM&Global&Commuter&Pain&Survey,&2011&""Liminal,"or"‘in"between’"spaces"are"becoming"incredibly"valuable.""We"have"zero"tolerance"for"downeMme.*"
Those)‘between)spaces’)in)our)lives)–)when)we)are)on)the)train,)in)a)cab,)at)an)airport)–)add)an)extra)£9bn)a)year)to)the)economy)(Britain)on)the)Move,)CBS)Outdoor)&
![Page 13: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/13.jpg)
13"
Cultural"intelligence"OUT*OF*SYNCH*LIVES*
Billion)cups)of)coffee)are)drunk)everyday.)Coffee)is)a)proxy)for)a)much)needed)pause,)providing)a)miniLboost)to)get)us)through)the)day.))1.6"
Source:&InternaIonal&Coffee&OrganisaIon&
![Page 14: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/14.jpg)
14"
Cultural"intelligence"
“We$have$more$'break'$
times$than$ever$but$
these$often$turn$out$$to$
be$moments$of$empty$
space$in$our$busy$
lifestyles”$
Prof.&Dale&Southerton,&Sociologist,&The&University&of&Manchester&
OUT*OF*SYNCH*LIVES*
![Page 15: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/15.jpg)
15"
Cultural"intelligence"
OUT*OF*SYNCH*LIVES*
ON6DEMAND*LIVES*
The"emergence"of"on"demand"TV"means"that"viewers"can"watch"their"favourite"shows"on"their"own"schedule"and"ogen"mulMple"episodes"at"a"Mme."""Snacking"has"replaced"the"tradiMonal"three"square"meals"ritual""We’re"snacking"and"bingeing"and"seeing"the"erosion"of"our"rouMnes,"a"lack"of"anchors"which"bring"us"in"synch"with"ourselves"and"our"loved"ones"
Snacking"will"be"so"ubiquitous,"the"term"‘snacking’"
will"cease"to"exist."It"will"just"be"‘eaMng’."
)Dr)Morgaine)Gaye,)Food)Futurologist))
![Page 16: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/16.jpg)
16"
Cultural"intelligence"
When$the$family$does$
eat$together,$40%$start$
eating$before$others$
arrive,$38%$use$mobile$
phones$and$10%$think$
it’s$OK$to$wear$
headphones$Survey&by&Bisto&2011&
OUT*OF*SYNCH*LIVES*
![Page 17: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/17.jpg)
17"
Cultural"intelligence"
GUM*FILLS*OUR*LIMINAL*SPACE*Our"low"tolerance"of"downMme"and"‘empty"space’"is"a"rich"
opportunity"for"gum.""
![Page 18: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/18.jpg)
18"
Cultural"intelligence"
GUM*IS*A*PUNCTUATION*IN*OUR*ALWAYS6ON*LIVES*Gum"injects"a"pause"in"the"day"that"allows"us"to"stop"and"think,"giving"us"a"
greater"feeling"of"control"over"the"cadence"of"life.""
![Page 19: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/19.jpg)
19"
Cultural"intelligence"
GUM*CREATES*RHYTHM*IN*AN*AGE*OF*ASYNCHRONICITY*As"we"demand"more"from"our"Mme"during"the"day,"keeping"a"rhythm"to"help"cope"with"chaoMc"schedules"can"be"essenMal"to"maintaining"an"understanding"
and"sense"of"order."
![Page 20: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/20.jpg)
20"
Cultural"intelligence"TIRED*BUT*WIRED*
2.*TIRED*BUT**WIRED*"• Technology"is"fuelling"a"world"where"it’s"almost"impossible"to"disconnect"and"zone"out"
• Busyness"is"the"new"social"currency"
• Economic"squeeze"is"puing"the"pressure"on"us"to"‘do’"more"than"ever"to"feel"secure"in"our"jobs"and"family"life."A"culture"of"presenteeism"
"
![Page 21: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/21.jpg)
21"
Cultural"intelligence"TIRED*BUT*WIRED*
check)their)smartphones)every)morning)within)an)hour)of)waking)up.)72%"
Sleeping&with&your&Smartphone:&How&to&Break&the&24/7&Habit&and&Change&the&Way&You&Work,&2012&
![Page 22: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/22.jpg)
22"
Cultural"intelligence"TIRED*BUT*WIRED*
2.*TIRED*BUT**WIRED*"We"are"confusing"mental"exhausMon"with"physical"exerMon""• Our"lifestyles"are"increasingly"
more"sedentary"
• People"are"spending"17"hours"and"30"minutes"each"day"at"home."20"minutes"longer"than"in"2010."UK*IPA*TouchPoints*4*
• We"channel"all"our"energy"in"social"media"&"gaming"that"fuels"our"adrenaline"
Every"hour"you"sit"reduces"your"lifespan"by"22"minutes"e"
compared"with"11"minutes"knocked"off"by"a"cigareUe"
The"Daily"Telegraph"2014""
![Page 23: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/23.jpg)
23"
Cultural"intelligence"
TIRED*BUT*WIRED*
WE*CAN*CONQUER*KINGDOMS*WITHOUT*PHYSICALLY*MOVING*
IN*THE*MACHINE*ZONE*Anthropologist"Natasha"Schull"argues"that"social"networks’"plakorms"are"designed"to"induce"a"state"of"addicMon"akin"to"gambling;"she"calls"this"the"‘machine"zone’:"""“It's)a)powerful)spaceLSme)distorSon.)You)hit)a)buUon.)Something)happens.)You)hit)it)again.)Something)similar,)but)not)exactly)the)same)happens.)Maybe)you)win,)maybe)you)don't.)Repeat.)Repeat.)Repeat.)It's)the)pleasure)of)the)repeat,)the)security)of)the)loop.”))
10,000""
The"number"of"hours"the"average"young"person"spends"gaming"by"
the"Mme"they"reach"21.""
TIRED*BUT*WIRED*
Source:&Jane&McGonigal&Ted&Talk&on&serious&games.&&
![Page 24: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/24.jpg)
24"
Cultural"intelligence"
“Screen$technologies$cause$high$arousal,$which$in$turn$
activates$the$brain$system’s$underlying$addiction$and$
reward,$resulting$in$the$attraction$of$yet$more$screenGbased$
activity”$Y&B.&Susan&Greenfield,&CBE,&Telegraph&
TIRED*BUT*WIRED*
![Page 25: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/25.jpg)
25"
Cultural"intelligence"
CHEWING*GUM*PROVIDES*OUTLET*FOR*PHYSICALITY*Gum"allows"us"to"expend"our"penteup"physical"energy"and"adrenaline."
![Page 26: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/26.jpg)
26"
Cultural"intelligence"
THE*ACT*OF*CHEWING*GUM*MIRRORS*OUR*MENTAL*ACTIVITY*Even"whilst"we’re"living"sedentary"lives…"
![Page 27: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/27.jpg)
27"
Cultural"intelligence"A*NEED*FOR*PERSONAL*EDGE*
3.*A*NEED*FOR*PERSONAL*EDGE*"In"a"world"where"there"is"a"significant"growth"in"the"middle"classes"and"jobs"are"becoming"increasingly"white"collared"and"compeMMve,"being"at"your"best"is"an"imperaMve.""CompeMMon:"the"need"to"stand"our"personally"&"professionally""Globally"we"are"moving"towards"parity"across"educaMon"levels"and"wealth."""
![Page 28: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/28.jpg)
28"
Cultural"intelligence"
‘The$world$is$no$longer$separated$into$the$West$and$the$rest.$
Most$of$humanity$is$now$in$the$large,$dromedaryGlike$hump$in$
the$middle”$The&Poverty&Curve:&From&Two&humps&to&One.&The&Bill&Gates&2014&Annual&Le]er&
A*NEED*FOR*PERSONAL*EDGE*
![Page 29: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/29.jpg)
29"
Cultural"intelligence"
4.9"bn"people)expected)to)be)in)the)global)middle)class)by)2030.)
United&NaIons,&world&habitat&Study,&2013&
A*NEED*FOR*PERSONAL*EDGE*
![Page 30: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/30.jpg)
30"
Cultural"intelligence"
“For$China's$emerging$middle$class,$this$is$an$age$of$aspiration
—but$also$a$time$of$anxiety.$Opportunities$have$multiplied,$but$
each$one$brings$pressure$to$take$part$and$not$lose$out”$Leslie&Chang,&NaIonal&Geographic&,&China’s&Middle&Class&
A*NEED*FOR*PERSONAL*EDGE*
![Page 31: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/31.jpg)
31"
Cultural"intelligence"
"The$whole$[Marginal$Gains]$
principle$came$from$the$idea$
that$if$you$broke$down$
everything$you$could$think$of$
that$goes$into$riding$a$bike,$and$
then$improved$it$by$1%,$you$will$
get$a$signiTicant$increase$when$
you$put$them$all$together,”$$
Sir$Dave$Brailsford,$Team$Sky$GM$$Source:&&BBC,&2012&
![Page 32: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/32.jpg)
32"
Cultural"intelligence"
“The$average$’knowledge$worker’$switches$tasks$every$three$
minutes,$and,$once$distracted,$it$takes$nearly$a$halfGhour$to$
resume$the$original$task.”$Maggie&Jackson,&author,&Distracted:&The&Erosion&of&A]enIon&and&the&Coming&Dark&Age&
A*NEED*FOR*PERSONAL*EDGE*
![Page 33: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/33.jpg)
33"
Cultural"intelligence"
Mihaly&Csikszentmihalyi,&author&Flow&
"Do$you$ever$get$
involved$in$something$
so$deeply$that$nothing$
else$seems$to$matter$
and$you$lose$track$of$
time?"$
A"NEED"FOR"PERSONAL"EDGE*
![Page 34: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/34.jpg)
34"
Cultural"intelligence"
GUM*GIVES*YOU*EDGE*IN*A*COMPETITIVE*WORLD*In"a"compeMMve"environment"where"distracMon"is"increasingly"a"
major"culprit,"gum"gets"you"‘in"the"zone’"and"gives"you"an"edge"ahead"of"the"rest."""
![Page 35: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/35.jpg)
35"
Cultural"intelligence"
GUM*BRINGS*FOCUS*AND*GETS*YOU*INTO*YOUR*FLOW*Rhythmic""chewing"is"a"means"to"block"out"the"world,"focus"your"
aUenMon"on"the"task"at"hand…"an"aid"to"mindfulness?""
![Page 36: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/36.jpg)
36"
Cultural"intelligence"
BIG GLOBAL DRIVERS FOR THE FUTURE GUM CONSUMERS
URBANISATION + TECHNOLOGY BOOM Opportunity, dynamism, modernity
TIME HARRIEDNESS: OUT OF SYNCH Gum gives me rhythm and punctuation in always on lives
![Page 37: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/37.jpg)
37"
Cultural"intelligence"
BIG GLOBAL DRIVERS FOR THE FUTURE GUM CONSUMERS
URBANISATION + TECHNOLOGY BOOM Opportunity, dynamism, modernity
TIME HARRIEDNESS: OUT OF SYNCH Gum gives me rhythm and punctuation in always on lives
MENTAL STRESS, ANXIETY Gum is a physical outlet for pent-up frustrations in our tech-heavy lives
![Page 38: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/38.jpg)
38"
Cultural"intelligence"
BIG GLOBAL DRIVERS FOR THE FUTURE GUM CONSUMERS
URBANISATION + TECHNOLOGY BOOM Opportunity, dynamism, modernity
TIME HARRIEDNESS: OUT OF SYNCH Gum gives me rhythm and punctuation in always-on lives
MENTAL STRESS, ANXIETY Gum is a physical outlet for pent-up frustrations in our tech-heavy lives
A MORE COMPETITIVE WORLD Gum gives me flow, concentration & edge in a more competitive world
![Page 39: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/39.jpg)
39"
Cultural"intelligence"
Thank*You**
Annie*Auerbach*Global"head"of""
Cultural"Intelligence""
@annieauerbach""
*
![Page 40: Icga flamingo trends copy](https://reader030.fdocuments.us/reader030/viewer/2022020109/5447ac8fb1af9f1b098b472a/html5/thumbnails/40.jpg)
40"
Cultural"intelligence"
Created by: Annie Auerbach Email: [email protected] Postal Address: 1st Floor, 1 Riverside Manbre Road, London W6 9WA Telephone: +44 207 348 4950 (Switchboard) Website: flamingogroup.com Blog: flamingolondon.com Twitter: @flamingolondon