The Age of Disruption, clustering the global trends——Sarie

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CARTILS’ SERVICES

THIS YEAR IN REVIEW
WHAT SHAPED THIS YEAR’S TRENDS

GOOGLE’S SUMMARY OF THE YEAR’S MOST
POPULAR SEARCH TERMS OFFERS A SNAPSHOT OF
THE GLOBAL MOOD.

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5 TRENDCLUSTERS FOR 2015
INTROVERT / CONSERVATIVE
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Motivational frame of reference
TRENDCLUSTER™ 15

CHANGING TRENDCLUSTERS: 2014-2015
2015 CLUSTERS
2014 CLUSTERS
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Motivational frame of reference
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TRENDCLUSTER™ 15

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The connected world widens the impact
of the individual
• Global fetishisation of regional identity
• Local activism attracts global attention
• Most disruptive identities gain most traction
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MALALA YOUSEF WINS
NOBEL PEACE PRICE
#BRINGBACKOURGIRLS DOLCE & GABANA VS. ELTON JOHN
The actions of the individual
have global resonance
Worldwide connectivity gives regional
initiatives global attention
Online collective holds individuals
to account
MEDIA TOUCHPOINTS
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Regional identities secure global successes
Fashion brands Filippa K and Ilse Jacobsen emphasize their
respective Swedish and Danish roots to enhance export activity

Challenger brand Fritz-Kola places its home town of
Hamburg at the heart of its underdog identity
TRENDCLUSTER™ 15

Bacardi responds with a redesign to highlight its Cuban heritage:
an art deco wordmark and retro bat logo
TRENDCLUSTER™ 15

Diageo aligns Guinness to the craft-beer movement with the
release of Dublin Porter and West Indies Porter, based on the
18th-century notebooks of Arthur Guinness
TRENDCLUSTER™ 15

Limited editions celebrate regional roots, with Grand Marnier paying tribute to
French creativity and Jameson bringing Dublin to the forefront of its branding
TRENDCLUSTER™ 15

Backlash: is ‘local’ becoming mainstream?
Budweiser and Garagista aggressively define themselves against the craft-
beer trend, turning populist appeal and macro production into USPs
TRENDCLUSTER™ 15

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SUMMARY
The magnified impact of the individual
in a global, connected world
ON A BRAND LEVEL
• Expressions of regional identity and
provenance can precipitate global success.
• BUT ‘local’ may be approaching saturation point,
sparking an anti-local backlash.
• Thanks to mobile devices, social networks and
worldwide connectivity, local events, individuals and
causes can reach global audiences.
ON A DESIGN LEVEL
Communicate the local roots of your brand to achieve
traction in the globalised market, but make sure the
expression is credible – consumers may see through
established international brands making claims of
localism
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COLLABORATE
Together, we can change the world
• Collective activism shakes the state
• Crowdfunding comes of age
• Collaborative awareness campaigns
improve our world
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ICE-BUCKET CHALLENGE KICKSTARTER EXPLOSION
The power of the community to
challenge unfairness
Individuals united for the
common good
Business development in the hands
of the community
HONG KONG PROTESTS
MEDIA TOUCHPOINTS

Companies proactively acknowledge their role in a sustainable future
Carlsberg launches three-year project to develop a biodegradable
wood-fibre bottle

Working in partnership with designers to preserve the environment
Yoox collaborates with the top 4 Chinese fashion designers in the ‘green power’ project. The
campaign aims to plant trees in order to improve the environment in Northwest China
TRENDCLUSTER™ 15

Working in partnership with the consumer to preserve the environment
Beauty brand Fresh introduces packaging-free perfume fountains in store.
Bring-your-own-container ‘precycling’ shop Original Unverpackt opens in Berlin

Working in partnership with the consumer to preserve the environment
In Sweden, McDonalds’ ‘cans for currency’ initiative encourages recycling by
exchanging customers’ used drinks cans for burgers

Shared access is the future
Kickstarter-funded Bitlock makes keyless, Bluetooth-operated bike locks, controlled
by smartphone, enabling users to share bikes with friends

COLLABORATE
SUMMARY
The use of collective power to bring about
positive change
ON A BRAND LEVEL
• A sense of injustice or a desire to change things can
unite and mobilise communities – on a local and
global scale.
• Companies are making proactive efforts to launch
collaborative green initiatives.
• The online sharing economy is spreading into the
physical arena – shared access is the future.
ON A DESIGN LEVEL
Focus on establishing customer relationships built
on equality, honesty and openness – join together
to do good.
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TRENDCLUSTER™ 15

MAKE
The tools of innovation now belong to
everyone
• It’s not what we own, it’s what we make
that
defines us
• Specialist expertise is accessible to all
• A product’s value is defined by its creation
process
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TRENDCLUSTER™ 15

RISE OF THE MAKERS 4D PRINTING
Sharing tools to turn ideas
into reality
The cult of the craftsman continues
to grow
3D printing sparks the new industrial
revolution; 4D printing elevates it to
another level
EUROPEAN CODE WEEK
MEDIA TOUCHPOINTS

The new generation has the tools to make their ideas happen
Jägermeister’s Concept56 project gives young creatives in different fields
the opportunity to collaborate on an event and obtain expert mentoring

Multidisciplinary projects leverage USPs
To mark the brand’s 400th birthday, 400 global artists present
reinterpretations of Grolsch’s unique swing-top bottle, printed on limited-
edition packs
TRENDCLUSTER™ 15

Brands hand over control to their advocates
The Glenlivet entrusts its consumer ‘Guardians’ to taste and choose a
whisky expression to be released as the limited-edition Glenlivet Guardians’
Chapter
TRENDCLUSTER™ 15

Don’t dream it, make it
Live Lab’s Swallowable Parfum project explores the possibility of perfume pills
that respond to the genetic make-up of the consumer to create personalised
scented sweat
TRENDCLUSTER™ 15

MAKE
SUMMARY
The power to create is now democratic
ON A BRAND LEVEL
• Anyone can access the tools to bring their ideas
to life.
• The future is in the hands of the maker generation.
• 3D printing is at the vanguard of the new industrial
revolution.
ON A DESIGN LEVEL
Create open discussions and collaborations with
consumers to co-opt their creativity and bring change.
A focus on the process of making can communicate
artisanal quality and foster brand credibility.
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Discovering new means of self-
expression
• The internet has made us competitive
attention-seekers
• Our choices make statements about who
we are
• Growing desire to escape the everyday
and
reclaim nature

THE SELFIE STICK THE SELF-DRIVEN CAR
Conventions are there to be
challenged
Mobile-self portraiture legitimised by
creation of specialist equipment – selfies
move from fad to fact of online life
Increasing automation frees us from
everyday tasks, giving freedom to
explore more valuable pursuits
MEDIA TOUCHPOINTS
CONCHITA WINS EUROVISION

Automation of everyday life frees us to hear the call of the wild
Brands such as Herschel capitalise on nostalgia for the simplicity
and romance of travel

We look for ways to express who we are through the choices we make
Grolsch’ sister brand Kornuit gives Amsterdam consumers the opportunity
to ‘Brew Your Own Record’ by converting an online playlist to vinyl
TRENDCLUSTER™ 15

Sony builds the first underwater Xperia Aquatech pop-up store in the
world, where fans can experience their water resistance products
TRENDCLUSTER™ 15

Bud Light uses its Super Bowl edition to align with the interests of sports
fans, with on-pack copy inspired by the football coach’s playbook
TRENDCLUSTER™ 15

Coca Cola shifts its brand campaign from ‘Open happiness’ to ‘Choose
happiness’, placing the differentiated product range at the heart of the message
TRENDCLUSTER™ 15

Singapore beer brand Tiger launches global ‘Tiger, Uncaged’ campaign,
creating a message of casting aside conventions and limitations to achieve
individual success
TRENDCLUSTER™ 15

Levi’s is motivating the youngsters to live in the moment and go out to
explore and appeal to the Chinese passion for life and self-expression
TRENDCLUSTER™ 15

Gut Oggau Estate uses a series of illustrated faces to communicate the
unique character of each of its wines
TRENDCLUSTER™ 15

Connoisseurship established by active involvement in the ritual of consumption
Time Oak gives consumers the tools to customise their own whiskies
TRENDCLUSTER™ 15

Connoisseurship established by active involvement in the ritual of consumption
Highland Park creates a spectacular new serving ritual with the ‘Chamber’,
infusing its whisky with additional peat smoke in front of the customer
TRENDCLUSTER™ 15

EXPLORE
SUMMARY
Expressing our unique identities is crucial –
we are looking for ways to be original
ON A BRAND LEVEL
• We are competing to differentiate ourselves in a
rapidly expanding online world.
• It’s not about what you own, but about what you do
or make.
• Brand choices have ever-closer ties with expressions
of identity.
• Escaping from the everyday back to nature is
increasingly appealing.
• As robots and apps take over everyday tasks, we are
free to focus on more engaging, valuable activities.
ON A DESIGN LEVEL
Offer consumers tools that give them opportunities to
express themselves and make personality statements
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TRENDCLUSTER™ 15

MONITOR
Regaining control of our lives
• Our personal data is our most precious
commodity
• DIY everything – we want to control what
we can
• On-demand: the consumer calls the shots
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ARMCHAIR MH370 THEORIES ICLOUD HACKED
In the face of epidemic, we take charge
of those elements of our health we can
control
Collective investigation helps us get
to grips with tragedy
Our data can put us at risk – we need
to control how it is used
MEDIA TOUCHPOINTS
EBOLA PANIC

Control of our own data is increasingly important
John McAfee’s DCentral1 Android app monitors privacy permissions on all other apps
on a device, giving the user complete visibility on their data liabilities

Personalisation matters: on-demand is in demand
User-controlled taxi service Uber joins forces with Spotify
to offer personalised, app-controlled in-cab playlists
TRENDCLUSTER™ 15

Self-monitoring becomes a style accessory
Health-monitoring devices such as the Fitbit Charge enable users to take control of
their performance data, and make statements about their personal style
TRENDCLUSTER™ 15

Consumers are taking control of the product
DIY hacks, such as home-made cosmetics tutorials
and recipes, give us control of consumer products
TRENDCLUSTER™ 15

Taking control of the needs of a particular target group
The smartphone application of Halalminds is helping Muslim’s living
in minority countries in finding and identifying Halal products
TRENDCLUSTER™ 15

Science provides reassurance
Lumos wines adopt a scientific approach to packaging, using diagrams,
icons and colours to explain the character of their wines on the labels
TRENDCLUSTER™ 15

Science provides reassurance
Health juice brand Blend & Press incorporates a science-lab aesthetic into
the design of its bottles, inspired by traditional herbal medicine vials
TRENDCLUSTER™ 15

If we can’t control the product, we can control how we consume it
A print ad for Brazil’s Glacial beer had salt particles incorporated into the
paper, allowing users to wrap it around the bottle and halve the chilling time
TRENDCLUSTER™ 15

If we can’t control the product, we can control how we consume it
Kirin Beer launches the home edition of its ‘beer slushie’ machine,
allowing users to rapidly chill and top their beer with frozen foam
TRENDCLUSTER™ 15

MONITOR
SUMMARY
As the world appears to grow more chaotic,
we find more comfort in control
ON A BRAND LEVEL
• Personalisable, on-demand offerings are on the rise,
placing the consumer at the heart of the proposition.
• Access to information helps us get more of a grip on
our daily lives – we are hungry to learn and
reassured by data.
ON A DESIGN LEVEL
Place your consumers in the centre of the universe; be
open and transparent, and give them control of how they
consume your brand
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TRENDCLUSTER™ 15

2014 was a year of upheaval and instability. The world was rocked by
tragedies we could neither foresee nor control, shocked by acts of
extremism and comforted by communal acts of extraordinary kindness and
solidarity – all given greater immediacy by the increasingly globalised
digital age in which we live. In our connected world, things that happen
hundreds of thousands of miles away can now touch our lives more quickly
and deeply than at any other point in our history.
Against a backdrop of events that we feel unable to control, we look for
reassurance and validation in those things we can. We take hope from
progress and problem-solving and inspiration from the fact that the
technological tools of innovation are now accessible to all. The
individual wants to make a difference. The consumer wants to be
involved. The impact of the individual is the defining notion of the
time, whether expressed in the struggle to cut through the noise and
establish a compelling and original identity in the online sphere; the
attempt to change the status quo by aligning ourselves to a common
cause; or the lionisation (or demonisation) of single individuals as
lightning rods for admiration or opprobrium.
In the branding sphere, this translates to a need to empower the
consumer through the provision of meaningful information, the
possibility of active involvement and the presentation of a product as a
means of self-differentiation. The successful brands of 2015 will be the
ones that tap into this, that enable their consumers to make a public
statement about who they are and the difference they are making.
People want to matter. How will your brand help them do that?
The connected world
widens the impact of the
individual
Together, we change the
world
The tools of innovation
now belong to everyone
Discovering new means of
self-expression
Regaining control of
our lives
CARTILS TRENDCLUSTER™ 15 CONCLUSION

For more information about the CARTILS TRENDCLUSTER™ 15 contact our strategy team:
Strategy@cartils.com
Lianne van den Berg-Weitzel
PROFESSIONAL DEVELOPMENT DIRECTOR
Rik Olthof
SENIOR BRAND STRATEGIST
FEEL FREE TO SHARE!

DISCLAIMER
The images used in this presentation are screenshots or other images obtained
online. The copyright for each image is most likely owned by the company or
corporation that produced it. These images are used solely to illustrate this
observation of market trends and were taken from publicly accessible sources.
To register a complaint or request removal of any image featured, please
contact us at: strategy@cartils.com Cartils.com

The Age of Disruption, clustering the global trends——Sarie

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