Tag Archives: emerging consumer trends

Consumer Trend – EXPATISM

EXPATISMExpatism: The Big Market of Expats who buy products to remind them of home

The big market of EXPATS who love to buy products that reminds them of home.

Products & perceptions that acknowledge and addresses the sentiment of people living abroad. Why? Because Expat population makes the fifth largest country and they have deep pockets. Sitting at the top of the pyramids of trends in their home countries these expats are the key drivers of change in their home countries.

Following Infographic from feedbacq.com shows some interesting statistics about expat population.

Expat Infogrpahic

Here is what is driving Expatism

1. Made at Home

Thousands of miles away from the home, expats try to build their own little home hence the little Italy in NYC, China Town in Manhattan and little India in London. From Clothes to Cuisines, the demand for made at home and just like at home products are ever increasing.

Expect an upward shift in the demand of the authentic Indian, Chinese, Mexican, and Philippian local brands in the developed and Middle East Countries.

 2. Back to home

Expats bring huge opportunities of growth for tourism industry, recently British Airways aired ads in NYC targeting the sentiment “visit Mum”. Plus, expats actively consider investments and retirement plans back in their country of origin. Hence at banks we will see, special expats designations this will soon be followed by expat category managers reporting to international business development directors.

3. Transparency International

Expats comes from mostly from developing countries, and these countries are suffering from corruption at most levels. With the advent of social media, expats have found a voice and a more effective role to play in cleaning the mess back at their homelands. People will constantly be joining hands to drive a movement in their home countries.

EXAMPLES

Visit Mum

BA Airways - Visit MumBritish Airways launched the first long-term campaign targeting expats in the US telling Indian Ex-Pats in the US “It’s time to Visit Mum!” The campaign features real people and kicked-off today with an emotional video featuring a mom in India talking about how much she misses her son in America. During the video, she cooks her sons favorite meal for BA to fly to him in New York, but ends up being surprised when instead BA brings her son to her (after not being home for 15 years). The campaign targeted Indian in specific, after all they represent the second largest expat community of the world. Similar Campaigns will emerge targeting more and more expat segments based on the volume and value led by Chinese and Indians’ Segments.

See Your Folks

See Your FolksAn application that aims at improving family relationships, the tagline goes “We’re so busy growing up we sometimes forget that they are also growing old”. As the world ages and distances increases more and more of such apps and sites will pop up.

HSBC Expat Banking

HSBC Expat BankingHSBC Expat Banking goes a step deeper into expat marketing. Not only they conduct the largest Expat survey but they have also integrated social media with banking providing expats with information about their situation. But the important factor is that banks and financial institutions have started to draft products for expats that goes beyond remittances and online accounts. Products which segment expats into meaningful clusters like retirement home seekers, modern gypsies, 3rd generation expats and so on.

Re Kaabira Man Ja

A story of an Indian traveler, who wanted to explore the world but then he realizes that home is where the heart is. This song (my personal favorite) is about the journey of this young guy. (Sorry, I couldn’t find the video with sub titles). The point is, the mainstream media in expat dominating countries is now focusing more and more on this segment which indicates the increasing emphasis on reaching out to this segment

IMPLICATIONS

Anything that delight consumers’ needs to be on your radar, so why miss out on the product expats have grown up with and/or long for.

  • Talk to them about the intangibles:  This community has left their country mostly for tangibles it is the intangibles they miss. The smell of Mum’s curry, playing cricket in the fields, the same old Jam-e-Shirin. Products with local legacy should be capitalized to capture the market share of this lot.
  • And yes, give them a voice. Let them contribute in one way or the other in their home countries. They want to make a difference, assist them. Give them a platform to do so or sponsor such platform.
  • Study more, brands have identified the first layer of trends but this market is yet to be explored. Conduct studies, conduct collaborative product development exercises. Just read about them more.

Want to suggest something? Amend something feel free to contact me.

I am Ayesha Saeed Haq an insight-a-holic. And like all others marketing researchers I suffer from occasional heartbreaks when no one else can see what I can so I continuously work on improving my presentation skills, decision buy-in processes, and I try to keep on writing about insights that are or that will be driving our business strategy.

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Your Consumer is looking for a Sincere Friend in this connected world

In 2012, I saw these 3 trends emerging across the globe

onely But Connected Consumers1.)    Lonely but connected (Connected Loneliness):  Consumers with a massive friends list on FB but Living alone. The connected lonely syndrome.  And why would they like to unplug from digital world and buy real life experiences.

2.)    The Aware Consumer:  Consumer who are seeking the whole truth, the ugly whole truth because they are powerful enough to handle the truth

3.)    Seeking a Meaning: Consumers seeking to leave a positive foot print.

This article talks about the first point, “connected loneliness” and how this trend is picking up and will become more and more mainstream. I will explore the rest of the two trends later.

Lonely But Connected

 Almost 60% of internet users, who lead a busy social media life, miss out on real life. They usually find themselves in a vicious circle where they were too busy for real life events and then the people around them moved on leaving them glued to their screens. Following is a snapshot of a detailed infographic.

Internet Addiction - Snapshot

Either too busy to be lonely, or too lonely to be free. This target segment is a very juicy niche for products that are offering relaxation in any shape or form.

Following are some examples that capitalized on these trends

Examples

Disconnect to Connect

When we become addicted to using the internet and mobile phones to interact, we neglect our loved ones and friends beside us. Thailand’s DTAC  telecommunications (Telenor) company released a “Disconnect to Connect” advertisement campaign, telling us to cherish the people beside us.

Go On Facebook Diet or Unplug Yourself

 

There are books out there to help you get out of internet addiction the most noticeable being “The Facebook Diet” . Here are some thoughts of my favorite comic character ‘aunty acid’ on the connected lonely people.Facebook Diet - Digital Detox

Aunty Acid - Facebook

Or maybe you can visit and read Fast Company’s thought on unplugging yourself from internet

Wi-Fi Free Zones

The most juicy target audience we ever had, i.e.  ‘The mothers’ relate to this sentiment more deeply and quickly than anyone else. Pick any parenting book and you will notice that they are now talking about creating ‘Wi Fi free Zones’ in your houses to have meaningful time with your family.  As There is nothing that is more urgent than the real life I am living, every day.”  (Abstract taken from “nurture parenting”)

kit-kat-chocolate-free-no-wifi-zone-1024-59530

Here is an example of what Kit Kat has done for the audience to appreciate their surroundings and can I just restate that this campaign was done by my ex-employer, JWT. One of the best agencies to work at 🙂

Here is an example of how Switzerland used data points to sell their “holidays without internet” to internet savvy people. This was done in 2011 imagine what can be done in 2013 when I.A.D (Internet addiction disorder) will be marked as a real disorder.

Still not convinced? You are a tough one, aren’t you? Here is another infographic for you by  Mashable. And if still not convinced, then let me know what am I missing.

Implications

The ‘connected but lonely’ is a niche segment; anything directed to them cannot be mass so Customize. Customize as much as your category allows you.

1.)    Call for action beyond clicks: Have a look at the Gold Winner at this years’ Cannes. Why this Ad was good? Because it had an insight and a call for action. Clicks on internet are meaningless if they aren’t backed by actions. Same goes for birthday wishes, get well messages and every other form of human interaction. Bring this fact back to the conscious level of your audience.

 Cannes Gold - 2013 Liking is not Helping

2.)    Do we really have friends? How many of our digital friends are the ones with whom we will have coffee at least once a month? Offer your audiences to have meaningful social interactions. I am not sure how many BTL activities can be sponsored by a brand on these lines, but ATL opportunities and ambient media opportunities are humongous in this domain. Have a look at this Digital Detox Retreats site to have some ideas.

3.)    Offer Happiness, be a friend:  Did you know that the more the mind wanders, the less happy you are – here is a study that talks about this in detail.  This means you would like to offer your audiences some tools (maybe an app) that offer Self-Control, Focus Booster and some short breaks. (The links are the links of the apps that can be sponsored by your brands). Happiness will not only come from apps- it will also come from a wake-up call or a memorable experience. Consider offering any of that. Be friends with your audiences, they need that.

In case you would like me to amend something above, please write to me or consider dropping a comment – that will make me very happy.