You are what you drink.
As a way of understanding the culture of a country, the role that beer plays within it is not a bad place to start. Beer is unrivalled in the variety of needs it meets for drinkers; the individual, the social, the wind up, the wind down. To be locally relevant Global breweries must understand the importance of and context in which these needs are satisfied in each market.
Added Value South Africa’s anthropologist and cultural insight specialist, Dr Inka Crosswaite, shares the trends shaping the South African market for 2012.
‘Autonomy’, ‘recognition’, ‘freedom and discovery’, ‘belonging’, ‘more global, more local’, ‘identity blur’, ‘new consciousness’, ‘vitality’, ‘wired world’ and ‘take a stand’ – 10 phrases that South African brand owners should pay attention to as they hold the key to current shifts in consumer attitudes and behaviours. Read more…
Brands have always used the cultural code of rebellion. These recent mainstream fashion adverts – with their images of fire, broken windows, battle wounds, hoodies, clenched fists and street scenes – are almost indistinguishable from the press photographs from the London riots.
People post millions of videos, photos and messages on social networks every day. But, once this content is uploaded, who actually owns it? Social exchange service MyCube has created an information graphic that raises the issue that all this content is owned by the networks rather than people who upload it. Read more…
Added Value is experiencing vigorous growth and building on its solid foundation in technology, intercultural markets and qualitative approaches with the addition of a new Group Senior VP, Technology, and three new executive management roles. This follows the company’s previous recent announcement of new development roles.
Chevrolet, H-P and Yongjiu Forever Bicycles Tap Into Nostalgia Trend: Oracle Added Value’s Jerry Clode writes for AdAge Global.
Growing nostalgia shared by China’s post-1980s generation provides the opportunity for brands to leverage retro marketing to strongly engage these newly affluent consumers. Read more…
“We have the greatest creativity as compared to any other species.” Ideas Man Shed Simove tells us more. Read more…
“One of the best things about America is the cultural diversity you find here.” – Total Disagree: 20% (Gen Pop – 2010)
“Cultural diversity is necessary for progress in our society.” - Total Agree: 58% (US Gen Pop from Global Monitor – 2010)
“I am always looking for different cultural experiences and influences that will broaden my horizons.” - 68% African Americans; 61% Hispanics; 48% Non-Hispanic Whites
Growing multicultural demographics are changing the current landscape of America. Shifting identity trends among African-Americans and Hispanics are redefining consumer behavior across the U.S. Read more…
Trends are often misused by marketers. Too commonly they are taken at face value, wrung through an ideation session and spat out as undifferentiated, category generic innovation. Worse still, this usually happens late in the game, when all of the smaller, more nimble and edgy competitors are already onto the next big thing.
