Hyperlocalisation
WHAT ARE THE SIGNS? KAREN MAGAZINE NEIGHBORGOODS GEOLOCATION GAMES SMSONE INDIA HEROEX MILLAU VIADUCT SERVICE STATION
WHAT IS IT?
PICTURE THE IMPOSSIBLE
A focus on local community, local produce and local news - accessed online or off - and resulting in new product development which caters to a community or region.
WHO IS IT IMPACTING? Those fazed by globalisation (and seeking to establish genuine connections)
HIPPO SNACKS’ TWITTER DELIVERY NETWORK REGIONAL ACCENTS IN JAPANESE VENDING MACHINES
Will that product work everywhere or is it about finding other localities that are appropriate twins because of similar conditions? Is it temperature, cultural practices, historical legacies or population that link with your own?
KIT KAT REGIONAL FLAVOURS MCDONALD’S ‘SWISS WEEKS’ COURS EN VILLE
USHAHIDI
Sara Diamond, President of OCAD University, Ontario and Canvas8 Thought Leader
WHERE IS THE TREND IN ITS LIFECYCLE?
HOW HAS IT BEEN DEVELOPING?
AOL’s local news network Patch
WHERE IS IT HAPPENING?
PEAK
Phase
Technology is helping people reconnect with those close by - whether through sites like NeighborGoods or location-based services Foursquare and Gowalla. Media giants AOL, Google and CNN continue to invest heavily in local news networks, and Starbucks are working with Yahoo to launch their own community sites across the US. Recognising the appeal, brands such as Kit Kat have started developing products for niche markets - and some have come under fire for ‘localwashing.’ Global chain retailers have decentralised budgets, enabling branches to introduce local stock and customise their interiors to suit community identity.
Time
Most effective ways to engage a local audience:
RELATED TRENDS
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100 th SITE
69%
62%
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Globally
Collaborative Living and Working
and plans to launch
400 more
by December
local content on websites
print ads
Informed Consumerism
Rising Social Conscience
events Natural Mindset
CONTENTS
TWITZIP
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Social Participation
Slow
Mobile Living
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