G&T moments: influencing conservative cultures

Report
- G&T moments: influencing conservative cultures
- 02/08/2012
- Libby Garrett


Create a 'safe space' for mainstream consumers to get creative Mecredis, Creative Commons, 2012 ©

Scope
Understanding how new ideas diffuse across vast populations is crucial to successful innovation. The challenge isn’t persuading those who readily accept change – the influencers, risk takers and early adopters - it’s convincing those who don't. Among conservative mindsets is where new ideas are most likely to lose momentum.

Scoring 86 on the Uncertainty Avoidance Index (compared to Britain's 35), mainstream Spanish consumers are characteristically uninterested in trying new experiences. For local brands launching new products; foreign brands trying to break into new markets; and established brands hoping to creatively engage passive consumers, conservative mindsets present the familiar obstacle of inertia. What follows is an unlikely love story between closed-minded Spanish consumers and a peculiarly English cocktail; between conventional and creative consumption, and serves as a valuable model for anyone keen to spread ideas beyond the early adopter and into the mainstream.

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Industry	Advertising & branding Demographics Alcoholic beverages Restaurants & bars
Location	Spain
Keywords	Innovation Conservative Creativity Mass Customisation Global Mindset Viral Gin Trends

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