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...

1. MI CASA
ES TU CASA
1
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Trend Briefing.
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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
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