際際滷

際際滷Share a Scribd company logo

The Future of Dating - Brazilian Millenial's perspective

J炭lia Reinhardt
J炭lia Reinhardt

A Brazilian review of what is very current about dating and young culture data around this topic. At the end, we also present two fictional strategies as if Starbucks was our client. Authors: Julia Reinhardt and Marcelo Brasileiro.

1 of 23
Downloaded 13 times
THE FUTURE OF DATING Brazilian milennials perspective MARCELO BRASILEIRO | JLIA REINHARDT
Dating is a SOCIAL INTERACTION To us it is about connections and bonds. Brazilians are intuitive, expressive, talk loudly and love human contact and getting to know new people. Bureaucratic country, full of laws = we need leisure! INTRODUCTION - CULTURAL FACTS 76 46 BR US Uncertainty Avoidance
spotted online vs offline Brazilian spotted has gone viral on social media. It is used by college students who are trying to fnd out more about someone they saw passing by or had a brief conversation with. ( ( INTRODUCTION - CULTURAL FACTS
INTRODUCTION - CULTURAL FACTS
Que me perdoem as feias, mas beleza 辿 fundamental Vin鱈cius de Moraes 23 million plastic surgeries (more than USA) Brazilian beauty and personal care industry is worth more than U$ 42 bn (more than half of Latin America market) Brazilian woman and man love to groom themselves World Cup Online Meme: Brazilians, in general, are too concerned about appearance and beauty [...] sometimes it is too much. In Germany it is not like that - Ulrike Neumann. INTRODUCTION - CULTURAL FACTS - Ohhh, how pretty! - No wait!
To 82% of Brazilians internet-users online consume is convenient TREND FORCES practical + fits our needs They research at least 6 sources on the web before buying things.
Brazilians are internet heavy users Millennials spend more than 5 hours a day on computers and mobiles They are more likely to trust it and create exchanges that were unthinkable just a few years ago. According to KPMG International 2013 Digital Database, Brazilians millenials are one of the worlds most voracious users of digital media. TREND FORCES
Time spent online TREND FORCES
De-facing, de-leting and de-sharing Feeling of loss of privacy sharing X privacy SOURCED TRENDS Brazilian Facebook profile picture Increase of awarness about what is shared.
Dating apps Brazilian millennials are prolific users of social media Tinder and Grindr use social networking as their core and fast and simple curation, gamification and shopping as its logic. New swipping consumption of people. Tinder grows 140% per month in Brazil and soon this will be the second market of the app (just behind US). SOURCED TRENDS
Professional dating Linkedup Past: keep things professional, strong separation between work and relationship Current time: its forbiden to forbid. Brazilian justice fined companies that are restricting relationships. SOURCED TRENDS
REASONS FOR INTERTWINNING RELATIONSHIPS AND WORK Reasons for intertwining relationships and work: SOURCED TRENDS Employers mechanisms to keep employees working even though Brazilians work journey has been reduced in 2004, the intertwinement of work and leisure resulted in more working hours sensibility with each other schedule. assumed earning power. home work overtime goals
CLIENT OVERVIEW
To inspire and nurture the human spirit [...] Known by its innovative nature CLIENT OVERVIEW Starbucks mission Friendly and trained staff Products that fits well Brazilian coffee consumption
STARBUCKS environment Free wi-fi and power outlets Tables for up to 6 people meetings Brazialins think Starbucks as status, it is an informal and trendy.place in Brazil, Starbucks is a coffe place as opposed to a coffee place CLIENT OVERVIEW New Starbucks in Rio de janeiro, near Cantagalo metro (subway) station
Starbucks needs to be aware of... Culture of coffee as a soft-drink one thing Starbucks has already started doing is using national known igredients (localize). We like third-places between home and work to chill with friends (specially in big cities, as S達o Paulo). When it comes to coffee, we have a strong tradition of sharing it - we are very collective. STRATEGIC RECOMENDATION 38 91 BR US Individualism
WE HAVE jogo de cintura Ability to make decisions calmly, flexibly and quickly in difficult situations STRATEGIC RECOMENDATION
We have our own ways We have a lot of biodiversity: Exotic nature, sunny beaches, sensual spirit, tradition, urban vibe, ... The country is in a constant state of transformation - and its challanges require a natural hability to adapt. In order to create strong emotional connections to Brazilians, it is necessary to respect our culture: there is so much one can impose its own sensibility. STRATEGIC RECOMENDATION Amazonia Rain Forest, Copacabana, Salvador, Brasilia, Rio Grande do Sul, and S達o Paulo
adaptability collaboration STRATEGIC RECOMENDATION Cobranding refreshing view sophisticated strategy made for a adaptable place
Its a match! Starbucks + Tinder Coffee-based match-making app possible everification of honest use Geo-location and opportunity = lets have our coffee? Appeal to same-kind-of-coffee niche market with focus on sharing. people could receive more information about that coffee they both like. Personalized marketing could be used to offer the coulple other products they have consumed in the past. STRATEGIC RECOMENDATION
GET OUT OF THE PHONE Daters should be invited to pay attention to their date: no work, no social media (offline proximity to Brazilian Spotted). STRATEGIC RECOMENDATION (please) Brazilian actor Caio Castro showing how to multitask
COFFEE FOR TWO STRATEGIC RECOMENDATION Two or more concentrate coffee pods would be a + strategy to continue the Starbucks sharing experience at home.
THANKS! MARCELO BRASILEIRO | JLIA REINHARDT

More Related Content

The Future of Dating - Brazilian Millenial's perspective

  • 1. THE FUTURE OF DATING Brazilian milennials perspective MARCELO BRASILEIRO | JLIA REINHARDT
  • 2. Dating is a SOCIAL INTERACTION To us it is about connections and bonds. Brazilians are intuitive, expressive, talk loudly and love human contact and getting to know new people. Bureaucratic country, full of laws = we need leisure! INTRODUCTION - CULTURAL FACTS 76 46 BR US Uncertainty Avoidance
  • 3. spotted online vs offline Brazilian spotted has gone viral on social media. It is used by college students who are trying to fnd out more about someone they saw passing by or had a brief conversation with. ( ( INTRODUCTION - CULTURAL FACTS
  • 5. Que me perdoem as feias, mas beleza 辿 fundamental Vin鱈cius de Moraes 23 million plastic surgeries (more than USA) Brazilian beauty and personal care industry is worth more than U$ 42 bn (more than half of Latin America market) Brazilian woman and man love to groom themselves World Cup Online Meme: Brazilians, in general, are too concerned about appearance and beauty [...] sometimes it is too much. In Germany it is not like that - Ulrike Neumann. INTRODUCTION - CULTURAL FACTS - Ohhh, how pretty! - No wait!
  • 6. To 82% of Brazilians internet-users online consume is convenient TREND FORCES practical + fits our needs They research at least 6 sources on the web before buying things.
  • 7. Brazilians are internet heavy users Millennials spend more than 5 hours a day on computers and mobiles They are more likely to trust it and create exchanges that were unthinkable just a few years ago. According to KPMG International 2013 Digital Database, Brazilians millenials are one of the worlds most voracious users of digital media. TREND FORCES
  • 8. Time spent online TREND FORCES
  • 9. De-facing, de-leting and de-sharing Feeling of loss of privacy sharing X privacy SOURCED TRENDS Brazilian Facebook profile picture Increase of awarness about what is shared.
  • 10. Dating apps Brazilian millennials are prolific users of social media Tinder and Grindr use social networking as their core and fast and simple curation, gamification and shopping as its logic. New swipping consumption of people. Tinder grows 140% per month in Brazil and soon this will be the second market of the app (just behind US). SOURCED TRENDS
  • 11. Professional dating Linkedup Past: keep things professional, strong separation between work and relationship Current time: its forbiden to forbid. Brazilian justice fined companies that are restricting relationships. SOURCED TRENDS
  • 12. REASONS FOR INTERTWINNING RELATIONSHIPS AND WORK Reasons for intertwining relationships and work: SOURCED TRENDS Employers mechanisms to keep employees working even though Brazilians work journey has been reduced in 2004, the intertwinement of work and leisure resulted in more working hours sensibility with each other schedule. assumed earning power. home work overtime goals
  • 14. To inspire and nurture the human spirit [...] Known by its innovative nature CLIENT OVERVIEW Starbucks mission Friendly and trained staff Products that fits well Brazilian coffee consumption
  • 15. STARBUCKS environment Free wi-fi and power outlets Tables for up to 6 people meetings Brazialins think Starbucks as status, it is an informal and trendy.place in Brazil, Starbucks is a coffe place as opposed to a coffee place CLIENT OVERVIEW New Starbucks in Rio de janeiro, near Cantagalo metro (subway) station
  • 16. Starbucks needs to be aware of... Culture of coffee as a soft-drink one thing Starbucks has already started doing is using national known igredients (localize). We like third-places between home and work to chill with friends (specially in big cities, as S達o Paulo). When it comes to coffee, we have a strong tradition of sharing it - we are very collective. STRATEGIC RECOMENDATION 38 91 BR US Individualism
  • 17. WE HAVE jogo de cintura Ability to make decisions calmly, flexibly and quickly in difficult situations STRATEGIC RECOMENDATION
  • 18. We have our own ways We have a lot of biodiversity: Exotic nature, sunny beaches, sensual spirit, tradition, urban vibe, ... The country is in a constant state of transformation - and its challanges require a natural hability to adapt. In order to create strong emotional connections to Brazilians, it is necessary to respect our culture: there is so much one can impose its own sensibility. STRATEGIC RECOMENDATION Amazonia Rain Forest, Copacabana, Salvador, Brasilia, Rio Grande do Sul, and S達o Paulo
  • 19. adaptability collaboration STRATEGIC RECOMENDATION Cobranding refreshing view sophisticated strategy made for a adaptable place
  • 20. Its a match! Starbucks + Tinder Coffee-based match-making app possible everification of honest use Geo-location and opportunity = lets have our coffee? Appeal to same-kind-of-coffee niche market with focus on sharing. people could receive more information about that coffee they both like. Personalized marketing could be used to offer the coulple other products they have consumed in the past. STRATEGIC RECOMENDATION
  • 21. GET OUT OF THE PHONE Daters should be invited to pay attention to their date: no work, no social media (offline proximity to Brazilian Spotted). STRATEGIC RECOMENDATION (please) Brazilian actor Caio Castro showing how to multitask
  • 22. COFFEE FOR TWO STRATEGIC RECOMENDATION Two or more concentrate coffee pods would be a + strategy to continue the Starbucks sharing experience at home.
  • 23. THANKS! MARCELO BRASILEIRO | JLIA REINHARDT