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IKEA joins the Slow trend

By on November 18, 2016

Where did the American Dream go? Good question! The answer is clear. According to The Economist, Youngster and Millennials believe The American Dream is much less achievable than before and it seems the concept is dropping on relevance.

America Dream is death

Under this insight (from which study, IKEA sponsors 🙂 ), the furniture brand has just launched an interesting campaign. The copy-writing exercise is amazing and all seems to tell us that IKEA is joining a new movement called Slow. You can see all the research findings here.

Ike american dream

Great stuff IKEA! Bigger doesn’t mean better!

Faster and bigger don’t mean better or greater anymore…The world is praying for a slower lifestyle shift and it seems we are starting to see some relevant movements and campaigns rising hands to make people aware.

Take it easy, relax and watch this great piece of work by Wissame Cherfi. Round of applause for you and Joe!

Fabriqué En Chine from Wissame Cherfi on Vimeo.

Sometimes I feel That place called Mediterranean I left time ago might be the place everyone will migrate in a near future 🙂

Keep it Slow-making!

It sounds strange but Millennials are dead! It’s time for a new generation and this is Generation Z, the real Teens. In comparison to Millennials, who witnessed the rise of social media and instant access to information on the web, members of Gen Z have always been digital. Much like Gen Y, they’re a digitally native generation with a shared penchant for visual forms of communication.

Generation Z vs Generation Y / Millennials

Generation Z


What’s new for Generation Z and how can we marke them correctly?

Be authentic: Gen Z members have an eight-second filter when it comes to through sifting to content online. They can spot pretence instantly
Teach them something: YouTube is their preferred social platform as it plays into their hunger for creation. They’d rather create than purchase, and YouTube tutorials are their teachers
Align with their values: Gen Z members are pragmatic and place making a difference in the world as a top priority. Market a product to them that’s affordable and cause-driven
Market with them and not to them: they value the ability to collaborate with brands. Make them part of core activities such as naming a product, or ask them to join a social-media campaign

5 Key traits of Generation Z

1) They use total of 5 screens!
Millennials are only tuned into a maximum of three screens at a time, while Gen Z has no issue switching back and forth on these platforms multiple times a day, says Alex Taylor, vice president of digital strategy and content at Clique Media Group and social-media-only publication Obsessee. “On average, the Gen Z’ers are spending nearly seven hours a day on screen,” she says. “They really seek a separate screen companion to overlay with their real-world experiences.”

2) It’s all about being pragmatic!
Unlike Millennials who are known to block online ads, 28% of Gen Z are more likely to respond to online ads, but they want to be engaged by real people. This is especially true in advertising, where 63% of them want to see influencers rather than celebrities in ads.

3) Mobile-Only but new devices
Although Gen Z is price-conscious, Deep Focus points out that 60% of teens prefer cool products over cool experiences, as opposed to Millennials, who highly value experiences.
Don’t forget VR, Apple Watch, etc.

Report by WGSN

I tell you… Black Mirror is not that far from present

Black Mirror is that new Nextflix series that is buzzing around powerfully as shows the dark side of life, technology and the new hyper-connected world. Since I’m someone very passionate about the digital world I got fully addicted to it.

The good news is that new episodes have been released and Season 3 is boom!. I would recommend to watch episode 1. Why? Because it’s represents very clear how digital influence works and the how dangerous the scoring approach is.

What’s interesting is the fact that we are not that far from there. Basically, people are rated (0-5) after every interaction they have so people become very hypocrite as everybody plays the game. Does it sound familiar to you? Because for me it does. This is not all, your circle is very important and the more you connect and get high scores from high score people the better. What’s funny is that you can hire a consultant who will help you increase your score. They do an analysis of your influence and will find strategies on how to increase your score. For example, among the most popular techniques there are mixing with high score people, be more thankful, post eco or social related content, etc.

The thing is that the higher is your score the better benefits you get. For instance, you are admitted in cool clubs, welcome to live in the best neighborhoods, etc.

nosedive-blackmirror

On the other hand, if you try to be to honest or speak loud, people will look at you as a crazy person and will start rating you down. Don’t mess it up! Once you go down 2.5 nobody will trust you and you are quite likely to end in the streets or even in prison.

I have some high score, trust me and go watch it!

Finally and among all the noise that forms Internet nowadays, I found an interesting presentation about the big topic of privacy. Aran Balkan gives plenty of details and will get your attention for sure. The full video is on Facebook and I couldn’t find it anywhere else. For more detail you can go directly to Aran’s blog



Key ideas:

– Our phone is an expansion of our self
– Data is a new asset
– Facebook facilitates the data traveling
– Brands and corporation know the more and more about what we do and think
– Surveillance of the self is an assault; a violation of the self
– If Zuckerberg does what he does we might want to do the same 🙂

digital surveillance

I’ve just received the latest State of Social Marketing report by Simply Measured and I have to say that the report has improved a lot in terms of content quality. Specifically, I liked the section they dedicated to show how to map your social strategy and align it to business impact. Social business seems to be the big topic moving forward.

As they said “Once social marketers are able to quantify social’s area of impact, they can solve the issue of integration, which our survey highlighted as a major challenge”

Social metric map

I believe this graph “Social Metrics Map” is very suitable and helpful as it includes in the same table, not only metric and KPIs but also other items likes goal, social strategy, etc

Below you will find top key findings from the report State of Social Marketing 2006

KEY FINDINGS

• Social media is a growing focus for marketing teams: The percentage of social media teams that live within the marketing organization has grown from 49% in 2015 to 63.2% in 2016.
• Marketing teams have two distinct functions: To be stewards of the brand, and to drive revenue and demand.
• Measuring ROI is a massive problem: 61.1% of marketers identified “Measuring ROI” as their top challenge, and only 9.4% said that they’re able to quantify revenue driven by social.
• Social media marketers don’t have the budget they need for analytics software: 76.5% of marketers say they aren’t getting the budget they need to do their best work, and 43% cite analytics software as their biggest need.
• Instagram adoption is nearing complete penetration among brands: 94% of top brands have profiles, and 86% posted to the network in May.
• 100% of top brands have Twitter profiles, and 99% posted in the month of May.

Things continue to change in social media and digital. Messenger platforms are taking over email and soon over social networking, people are using the more and more emojis, paid becomes a must, new platforms are changing the way humans communicate, etc.

10 key trends in social media

I would like to share this presentation that I believe is a great compilation in an era of confusion and disruption.

Would you add any?

Thanks God for this amazing IDEA!

This campaign is brilliant not because it’s using a Virtual Reality headset but because the audience is given a full and integrated brand experience that merges both worlds…The twist at the end is just fantastic.

I’ve been always a fan of that kind of brands that enter a category and suddenly, with a proper positioning vision and a solid and smart strategy become leaders. This is the case of Gin Mare, the Mediterranean Gin. I’m amazed and cannot be more aligned with one of the greatest event ideas I’ve ever seen lately. Enjoy and distillyou life… Remember The Mediterranean is not a place but an attitude.

Mediterranean attitude

Below I’ve included the brand case developed by the consultancy Garrigos&Llopis. You will find a great analysis and many important things that define the this premium Gin and helped to build a powerful brand.

Although sites like Facebook offer a quick and nice view of what’s going on in the world (Note that Facebook prioritises news over brand posts), there are more insightful sites out here to identify relevant trends and what the future will look like. In this list I’m trying to avoid the big names like Forbes, Nielsen or Masahable.

Here below, it’s the list of 5 relevant sites for trends hunting I’ve subscribed and I follow:

1- STYLUS.
About: “We help businesses process global consumer lifestyle, product and engagement insights, stimulating innovation and growth”

Reason why I like it: Recommended by one of my greatest colleagues, Stylus offers great reports not only about trends but also consumer lifestyle, new products, etc. The blog is really good if you are looking for a quick dose of inspiration.

Stylus trends

2- TRENDHUNTER.
About: “With 60,000,000 monthly views, TrendHunter.com is the world’s largest, most popular trend community. Our head office is based in Toronto, Canada, and we are fueled by a global network of 155,000 members and 3,000,000 fans. Trend Hunter, Trend Hunter TV and Trend Hunter PRO feature 252,000 cutting edge ideas.”

Reason why I like it: Although a classic, I think the site still offers a nice mix of ideas, insights, product innovations, culture, etc. I like how each article is scored and it shows audience information. We can discuss whether this is really accurate or not but it adds a nice touch.

best trends sites

3- COOLHUNTING.
About: “Cool Hunting is an award-winning publication that uncovers the latest in design, technology, style, travel, art and culture. Since 2003 our original content has informed the creative community that’s designing the future.”

Reason why I like it: It’s fresh and it’s name says, the site is very focused on the cool. You can read but also listen, link, look, travel, etc. Get your attention grabbed by a cool image and read further if interested.

Best sites for trend hunting

4- TRENDWATCHING.
About: “Established in 2002, we help forward-thinking business professionals in 180+ countries understand the new consumer and subsequently uncover compelling, profitable innovation opportunities.”

Reason why I like it: Free publications are good and the site is very easy to navigate and visually appealing. Their methodology includes a Trend Framework that contains the 16 mega-trends that define the future of business and consumerism at large and which form the basis of their research process.
best research companies

5- YOURSELF!

Use these sources to get inspired and get some validation but never stop questioning things. Go underground and observe and identify insights and spot trends on your own. And remember, curiosity is the greatest tool ever designed.