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SIGHTINGS
A LOOK FORWARD:11 Trends for 2011
 
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ANTHem’S TreNdS for 2011
11 TreNdSfor 2011
CoNSUmer
Local: A Place Unlike Any Other 3Give Me a Break 4Change is the Only Constant 5We, the Ordinary People 6
mArKeTING
Neuromarketing: The Teenage Years 8Life, Liberty, and the Pursuit of Happiness 10The American Dream Thrives 12No Free TV 14
BUSINeSS
Flat Marketplace 15Eye on China 16Small is Big Again 17
 
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ANTHem’S TreNdS for 2011
Keeping Things Close
Recently, consumers have been embracingeverything “local” - from locally produced foods tolocal deals to local businesses. Whether motivatedby environmental or economic concerns or adesire to be part of a community, it’s all aboutremaining close to home and the surroundingarea. Many brands are not up on this trend andfrankly may lose relevance and connection withtheir consumers by not going local themselves.Today’s consumers no longer want to seemonotony in the marketplace, and they nolonger want to be seen as homogeneous. Theyrespect companies that take into account theirindividuality. When businesses add a local touch,they are providing their customers with a sense ofownership, uniqueness, and pride that speaks to
their sense of identity. You won’t nd Tito’s TexasCosmo anywhere else but Texas, and the locals
will tell you such.
LoCAL : A PLACeUNLIKe ANY oTHer
LefT:
The new store design at the 1st Avenue & Pike Street location
of Starbucks in Seattle features columns, oors and ceilings thatwere preserved from existing local buildings and wood cabinets
made from fallen trees in the Seattle area.
rIGHT:
The mural outside the Trader Joe’s on Masonic Avenue in
San Francisco reects the city’s most famous landmarks: The
Golden Gate Bridge, the Presidio, Haight-Ashbury, and the Palaceof Fine Arts.
CONSUMER TRENDS
While local businesses naturally have the upperhand on this one, it isn’t to say that nationalretailers can’t also capitalize on the movement. Afew have done a great job of addressing the needfor local relevance. Trader Joe’s adds a touch of
local air by featuring murals relevant to their
store locales and selections from local producers,
and Starbucks has been experimenting with
concept stores that feature materials sourcedlocally. Whole Foods ensures a portion of its
product mix is always sourced locally.
We believe companies that personalize and add atouch of regional pertinence to their offerings willbe well poised to keep their customers loyal.
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