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Cultural"intelligence"
CHEWING""GUM"&""
"THE""
GLOBAL"CONSUMER"
ANNIE"AUERBACH"Interna'onal*Chewing*Gum*Associa'on*6*May*2014*
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Cultural"intelligence"
L O N D O N · S I N G A P O R E · T O K Y O · N E W Y O R K · S H A N G H A I
WE DELIVER STRATEGIC CONSUMER INSIGHT THROUGH A CULTURAL LENS
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Cultural"intelligence"
W E H AV E O F F I C E S I N S I X L O C AT I O N S B U T W O R K A L L O V E R T H E W O R L D … A N D N O W O N E M O R E
LONDON
SINGAPORE
TOKYO NEW YORK
SHANGHAI
MUMBAI
SÃO PAULO
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Cultural"intelligence"
… D E L I V E R I N G B I G I D E A S W H I C H
C R E AT E O P P O R T U N I T I E S F O R G R O W T H
THROUGH
CULTURE TO
B IG IDEAS
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Cultural"intelligence"
HOW WE WORK
PEOPLE
BRANDS
I N C I S I V E S T R AT E G I C T H I N K I N G T O S H A P E
S U C C E S S F U L , S U S TA I N A B L E , C U L T U R A L LY - R E S O N A N T B R A N D S
CULTURE
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Cultural"intelligence"
WHO WE ARE
Cultural Intelligence is a specialist consultancy practice within Flamingo. We analyse drivers of change, cultural shifts, trends and tensions and use inspiration from the world’s best cultural thinkers and makers to open up new and emergent perspectives on brand questions.
ABOUT CULTURAL INTELLIGENCE
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Cultural"intelligence"
THE CULTURAL LENS
8 universal and foundational themes which shape people and culture across the world. Helping us collect intelligence, thinking and source expert partnerships.
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Cultural"intelligence"
BIG GLOBAL DRIVERS FOR THE FUTURE GUM CONSUMERS
URBANISATION + FAST PACE OF CHANGE + TECHNOLOGY BOOM
Opportunity, dynamism, modernity
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Cultural"intelligence"
AND EMERGING OPPORTUNITIES FOR GUM…
URBANISATION + FAST PACE OF CHANGE + TECHNOLOGY BOOM
Opportunity, dynamism, modernity
TIME HARRIEDNESS: OUT OF SYNCH MENTAL STRESS, ANXIETY: TIRED, BUT WIRED
COMPETITIVE WORLD: A NEED FOR PERSONAL EDGE
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Cultural"intelligence"
OUT*OF*SYNCH*LIVES*Society"is"atomising"and"fragmenMng:""• "flexible"working"paUerns"• "family"structures"breaking"down,"rise"of"the"singleton"
• "feeling"that"the"pace"of"life"erodes"relaMonships"and"forces"out"of"synch"with"our"loved"ones"
""
The"chances"of"South"Korean"women"never"marrying"have"risen"from"9%"in"2000"to"15%"today"Women&in&S&Korea&&The&Economist&2013&&
Divorce"rate"in"Delhi"doubled"in"past"4"years.""Punjab"and"Haryana"have"seen"an"increase"of"150%"in"last"decade""Indiadivorce.com&
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Cultural"intelligence"OUT*OF*SYNCH*LIVES*
Commuters)travel)on)the)Tokyo)subway)per)year.)2.4bn)in)Moscow,)2bn)in)Seoul)and)Shanghai)and)1bn)in)London)3bn""
Katherine&Schulz&Richard,&About.com&&
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Cultural"intelligence"
OUT*OF*SYNCH*LIVES*
LIFE*IN*TRANSIT*
*We"are"spending"most"of"our"leisure"Mme"commuMng"in"a"high"stress"environment."""The"world"average"commuMng"Mme"is"40"minutes"one"way"(worldmapper.org);"while"35%"of"global"commuters"regularly"experience"delays"of"over"an"hour"on"their"commutes"to"an"from"work.""IBM&Global&Commuter&Pain&Survey,&2011&""Liminal,"or"‘in"between’"spaces"are"becoming"incredibly"valuable.""We"have"zero"tolerance"for"downeMme.*"
Those)‘between)spaces’)in)our)lives)–)when)we)are)on)the)train,)in)a)cab,)at)an)airport)–)add)an)extra)£9bn)a)year)to)the)economy)(Britain)on)the)Move,)CBS)Outdoor)&
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Cultural"intelligence"OUT*OF*SYNCH*LIVES*
Billion)cups)of)coffee)are)drunk)everyday.)Coffee)is)a)proxy)for)a)much)needed)pause,)providing)a)miniLboost)to)get)us)through)the)day.))1.6"
Source:&InternaIonal&Coffee&OrganisaIon&
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Cultural"intelligence"
“We$have$more$'break'$
times$than$ever$but$
these$often$turn$out$$to$
be$moments$of$empty$
space$in$our$busy$
lifestyles”$
Prof.&Dale&Southerton,&Sociologist,&The&University&of&Manchester&
OUT*OF*SYNCH*LIVES*
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Cultural"intelligence"
OUT*OF*SYNCH*LIVES*
ON6DEMAND*LIVES*
The"emergence"of"on"demand"TV"means"that"viewers"can"watch"their"favourite"shows"on"their"own"schedule"and"ogen"mulMple"episodes"at"a"Mme."""Snacking"has"replaced"the"tradiMonal"three"square"meals"ritual""We’re"snacking"and"bingeing"and"seeing"the"erosion"of"our"rouMnes,"a"lack"of"anchors"which"bring"us"in"synch"with"ourselves"and"our"loved"ones"
Snacking"will"be"so"ubiquitous,"the"term"‘snacking’"
will"cease"to"exist."It"will"just"be"‘eaMng’."
)Dr)Morgaine)Gaye,)Food)Futurologist))
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Cultural"intelligence"
When$the$family$does$
eat$together,$40%$start$
eating$before$others$
arrive,$38%$use$mobile$
phones$and$10%$think$
it’s$OK$to$wear$
headphones$Survey&by&Bisto&2011&
OUT*OF*SYNCH*LIVES*
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Cultural"intelligence"
GUM*FILLS*OUR*LIMINAL*SPACE*Our"low"tolerance"of"downMme"and"‘empty"space’"is"a"rich"
opportunity"for"gum.""
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Cultural"intelligence"
GUM*IS*A*PUNCTUATION*IN*OUR*ALWAYS6ON*LIVES*Gum"injects"a"pause"in"the"day"that"allows"us"to"stop"and"think,"giving"us"a"
greater"feeling"of"control"over"the"cadence"of"life.""
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Cultural"intelligence"
GUM*CREATES*RHYTHM*IN*AN*AGE*OF*ASYNCHRONICITY*As"we"demand"more"from"our"Mme"during"the"day,"keeping"a"rhythm"to"help"cope"with"chaoMc"schedules"can"be"essenMal"to"maintaining"an"understanding"
and"sense"of"order."
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Cultural"intelligence"TIRED*BUT*WIRED*
2.*TIRED*BUT**WIRED*"• Technology"is"fuelling"a"world"where"it’s"almost"impossible"to"disconnect"and"zone"out"
• Busyness"is"the"new"social"currency"
• Economic"squeeze"is"puing"the"pressure"on"us"to"‘do’"more"than"ever"to"feel"secure"in"our"jobs"and"family"life."A"culture"of"presenteeism"
"
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Cultural"intelligence"TIRED*BUT*WIRED*
check)their)smartphones)every)morning)within)an)hour)of)waking)up.)72%"
Sleeping&with&your&Smartphone:&How&to&Break&the&24/7&Habit&and&Change&the&Way&You&Work,&2012&
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Cultural"intelligence"TIRED*BUT*WIRED*
2.*TIRED*BUT**WIRED*"We"are"confusing"mental"exhausMon"with"physical"exerMon""• Our"lifestyles"are"increasingly"
more"sedentary"
• People"are"spending"17"hours"and"30"minutes"each"day"at"home."20"minutes"longer"than"in"2010."UK*IPA*TouchPoints*4*
• We"channel"all"our"energy"in"social"media"&"gaming"that"fuels"our"adrenaline"
Every"hour"you"sit"reduces"your"lifespan"by"22"minutes"e"
compared"with"11"minutes"knocked"off"by"a"cigareUe"
The"Daily"Telegraph"2014""
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Cultural"intelligence"
TIRED*BUT*WIRED*
WE*CAN*CONQUER*KINGDOMS*WITHOUT*PHYSICALLY*MOVING*
IN*THE*MACHINE*ZONE*Anthropologist"Natasha"Schull"argues"that"social"networks’"plakorms"are"designed"to"induce"a"state"of"addicMon"akin"to"gambling;"she"calls"this"the"‘machine"zone’:"""“It's)a)powerful)spaceLSme)distorSon.)You)hit)a)buUon.)Something)happens.)You)hit)it)again.)Something)similar,)but)not)exactly)the)same)happens.)Maybe)you)win,)maybe)you)don't.)Repeat.)Repeat.)Repeat.)It's)the)pleasure)of)the)repeat,)the)security)of)the)loop.”))
10,000""
The"number"of"hours"the"average"young"person"spends"gaming"by"
the"Mme"they"reach"21.""
TIRED*BUT*WIRED*
Source:&Jane&McGonigal&Ted&Talk&on&serious&games.&&
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Cultural"intelligence"
“Screen$technologies$cause$high$arousal,$which$in$turn$
activates$the$brain$system’s$underlying$addiction$and$
reward,$resulting$in$the$attraction$of$yet$more$screenGbased$
activity”$Y&B.&Susan&Greenfield,&CBE,&Telegraph&
TIRED*BUT*WIRED*
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Cultural"intelligence"
CHEWING*GUM*PROVIDES*OUTLET*FOR*PHYSICALITY*Gum"allows"us"to"expend"our"penteup"physical"energy"and"adrenaline."
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Cultural"intelligence"
THE*ACT*OF*CHEWING*GUM*MIRRORS*OUR*MENTAL*ACTIVITY*Even"whilst"we’re"living"sedentary"lives…"
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Cultural"intelligence"A*NEED*FOR*PERSONAL*EDGE*
3.*A*NEED*FOR*PERSONAL*EDGE*"In"a"world"where"there"is"a"significant"growth"in"the"middle"classes"and"jobs"are"becoming"increasingly"white"collared"and"compeMMve,"being"at"your"best"is"an"imperaMve.""CompeMMon:"the"need"to"stand"our"personally"&"professionally""Globally"we"are"moving"towards"parity"across"educaMon"levels"and"wealth."""
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Cultural"intelligence"
‘The$world$is$no$longer$separated$into$the$West$and$the$rest.$
Most$of$humanity$is$now$in$the$large,$dromedaryGlike$hump$in$
the$middle”$The&Poverty&Curve:&From&Two&humps&to&One.&The&Bill&Gates&2014&Annual&Le]er&
A*NEED*FOR*PERSONAL*EDGE*
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Cultural"intelligence"
4.9"bn"people)expected)to)be)in)the)global)middle)class)by)2030.)
United&NaIons,&world&habitat&Study,&2013&
A*NEED*FOR*PERSONAL*EDGE*
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Cultural"intelligence"
“For$China's$emerging$middle$class,$this$is$an$age$of$aspiration
—but$also$a$time$of$anxiety.$Opportunities$have$multiplied,$but$
each$one$brings$pressure$to$take$part$and$not$lose$out”$Leslie&Chang,&NaIonal&Geographic&,&China’s&Middle&Class&
A*NEED*FOR*PERSONAL*EDGE*
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Cultural"intelligence"
"The$whole$[Marginal$Gains]$
principle$came$from$the$idea$
that$if$you$broke$down$
everything$you$could$think$of$
that$goes$into$riding$a$bike,$and$
then$improved$it$by$1%,$you$will$
get$a$signiTicant$increase$when$
you$put$them$all$together,”$$
Sir$Dave$Brailsford,$Team$Sky$GM$$Source:&&BBC,&2012&
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Cultural"intelligence"
“The$average$’knowledge$worker’$switches$tasks$every$three$
minutes,$and,$once$distracted,$it$takes$nearly$a$halfGhour$to$
resume$the$original$task.”$Maggie&Jackson,&author,&Distracted:&The&Erosion&of&A]enIon&and&the&Coming&Dark&Age&
A*NEED*FOR*PERSONAL*EDGE*
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Cultural"intelligence"
Mihaly&Csikszentmihalyi,&author&Flow&
"Do$you$ever$get$
involved$in$something$
so$deeply$that$nothing$
else$seems$to$matter$
and$you$lose$track$of$
time?"$
A"NEED"FOR"PERSONAL"EDGE*
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Cultural"intelligence"
GUM*GIVES*YOU*EDGE*IN*A*COMPETITIVE*WORLD*In"a"compeMMve"environment"where"distracMon"is"increasingly"a"
major"culprit,"gum"gets"you"‘in"the"zone’"and"gives"you"an"edge"ahead"of"the"rest."""
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Cultural"intelligence"
GUM*BRINGS*FOCUS*AND*GETS*YOU*INTO*YOUR*FLOW*Rhythmic""chewing"is"a"means"to"block"out"the"world,"focus"your"
aUenMon"on"the"task"at"hand…"an"aid"to"mindfulness?""
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Cultural"intelligence"
BIG GLOBAL DRIVERS FOR THE FUTURE GUM CONSUMERS
URBANISATION + TECHNOLOGY BOOM Opportunity, dynamism, modernity
TIME HARRIEDNESS: OUT OF SYNCH Gum gives me rhythm and punctuation in always on lives
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Cultural"intelligence"
BIG GLOBAL DRIVERS FOR THE FUTURE GUM CONSUMERS
URBANISATION + TECHNOLOGY BOOM Opportunity, dynamism, modernity
TIME HARRIEDNESS: OUT OF SYNCH Gum gives me rhythm and punctuation in always on lives
MENTAL STRESS, ANXIETY Gum is a physical outlet for pent-up frustrations in our tech-heavy lives
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Cultural"intelligence"
BIG GLOBAL DRIVERS FOR THE FUTURE GUM CONSUMERS
URBANISATION + TECHNOLOGY BOOM Opportunity, dynamism, modernity
TIME HARRIEDNESS: OUT OF SYNCH Gum gives me rhythm and punctuation in always-on lives
MENTAL STRESS, ANXIETY Gum is a physical outlet for pent-up frustrations in our tech-heavy lives
A MORE COMPETITIVE WORLD Gum gives me flow, concentration & edge in a more competitive world
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Cultural"intelligence"
Thank*You**
Annie*Auerbach*Global"head"of""
Cultural"Intelligence""
@annieauerbach""
*
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Cultural"intelligence"
Created by: Annie Auerbach Email: [email protected] Postal Address: 1st Floor, 1 Riverside Manbre Road, London W6 9WA Telephone: +44 207 348 4950 (Switchboard) Website: flamingogroup.com Blog: flamingolondon.com Twitter: @flamingolondon