Hotspots brings you the Mintel Trend team’s top observations on product and service launches from around the world. From the HeartMob, US HeartMob is a US-based network that lends support to users experiencing online harassment and abuse. Users who report harassment can choose between making it public or keeping the report private and cataloging it in case it escalates. If they choose to make it public, they can decide how they want bystanders to support them, take action or intervene. Bystanders will receive public requests and choose gestures of support, including posting supportive messages. “Around the world, more attention is being paid to harassment and bullying as counter-initiatives target both on- and off-line. As individuals share online, this type of abuse is seen more often: according to Mintel’s report Digital Trends US 2015, four in five consumers said they use social media sites. It behoove brands and businesses to take these issues seriously, organize support for victims and be proactive in developing products and platforms that offer support and assistance to those who need it.” Carli Gernot – Manager of Trends, North America Ariel for Dads, India Ariel’s new advertising campaign is attempting to break down gender stereotypes in India. P&G has launched a television advert for Ariel that encourages fathers to help out more at home. Using the hashtag #ShareTheLoad, the brand is aiming to build a social movement to improve household equality in India, with the video receiving more than 3 million views on Facebook in its first week alone. “India has traditional gender roles, with men typically considered breadwinners and women homemakers. However, this balance of power has begun to shift slightly in recent years as attitudes towards gender equality improve and the notion of the typical family changes. The nuclear family has clearly been replaced by a more diverse model, and brands need to reflect this new reality in their marketing campaigns. “ Delon Wang – Manager of Trends, Asia Pacific Virtually Dead, UK In the UK, Virtually Dead gives people the chance to survive a virtual reality zombie apocalypse in a secret warehouse. Visitors don VR headsets and navigate through the space in virtual reality, hoping to get out alive. “Mintel’s report Wearable Technology UK 2015 shows that half of consumers are interested in using virtual reality technologies for cultural experiences, such as a virtual museum, while 47% say they are interested in using them for holiday experiences such as virtual tours of hotels or resorts. Brands can use the tech to create these experiences, as well as create idealised scenarios to showcase their offerings in virtual worlds.” Alex Strang – Trends Analyst, Europe Emojinal Sounds, Brazil In Brazil, telecom TIM’s Emoti Sounds campaign is bringing greater sensibility and deeper meaning to emojis for the visually impaired. Emoti Sounds helps those using the NVDA (Non-Visual Desktop Access) screen reader to interpret the images that were previously read in an automatic way, through a real voice recording that describes the image in a much more heartfelt manner. “We know that sometimes words just don’t cut it, and this human truth could be more meaningful to certain demographics like the visually impaired. As a result, we are seeing campaigns aiming to make amends by making emojis more inclusive. There’s still scope to capitalize on this new visual representation of society, highlighting differences rather than similarities: according to Mintel’s report Marketing to the Middle Classes Brazil 2015, around one in eight consumers say that ads today should better represent the diversity in Brazil.” Graciana Mendez – Trends Analyst, Latin America ShareWear, Sweden In a bid to encourage more conscientious consumption, Sweden’s ShareWear campaign will loan new garments to people for free – provided the borrower passes them on after a week using Instagram. “Awareness of wasted consumption is on the rise, be it food, household items or clothing. The ShareWear campaign is designed to help consumers think more responsibly about how they consume, rewarding them for doing so and providing a way for people to breathe new life into the clothes they own. Rather than seeing this shift as a threat to their business model, retailers could support these initiatives by either backing smaller start-ups or creating their own sharing platforms.” Catherine Cottney – Manager of Trends, Europe Car in a Fish Tank, China © General Motors. To show off its airtight quality and state-of-the-art craftsmanship, Cadillac put its latest model CT6 in a giant fish tank, complete with water and fish, for display in downtown Shanghai. The concept coincides with the theme of a recent Chinese blockbuster ‘Mermaid’ in order to further attract consumers’ attention. “After the booming early years, automotive brands are finding it harder to please China’s more sophisticated consumers, and brands are starting to pay more attention to the whole customer journey. One of the most common themes behind successful campaigns like these, which brands use to prove their credibility, is boldness. Brands should not be afraid to challenge themselves and act boldly, which could help them stand out, as well as make a convincing statement to consumers.” Philix Liu – Trends Analyst, Asia Pacific You might also be interested in: No related posts.