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Trend Watching 2010-12 11 TRENDS 2011

Trend Watching 2010-12 11 TRENDS 2011

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Published by: Olgita Zvyagina on Dec 15, 2010
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You are reading a PDF version of 
“11 CRUCIAL TRENDS FOR 2011” 
www.trendwatching.com/trends/11trends2011/ 
 
)
December 2010
| Another new year, another roller coaster of threats and opportunities. We tend to focuson the latter as, amidst currency wars and defaulting nations, there are more opportunities than ever forcreative brands and entrepreneurs to deliver on changing consumer needs. From Brazil to Belgium. Norest for the wicked in 2011!
trendwatching.com, independent and opinionated, is one of the world
ʼ
s leading consumertrends firm, relying on a global network of hundreds of spotters. Our trends, examples andinsights are delivered to 160,000 business professionals in more than 180 countries.More information at www.trendwatching.com
 
As this is all about trends, and as 'trends' still can mean every-thing from 'Ageing populations in Central-Europe' to 'Spring2012's skirt lengths', we need to clarify that:We’re tracking consumer trends. Not macro trends. Well,actually, we do track those, but don't publish them. So,for 2011's ‘geo-political-environmental macro picture'check out sources such as
McKinsey’s Global Institute
 and
Global Trends
.Obviously, trends don't just 'emerge' on 1 January orend on 31 December. Professionals craving Top Elevenlists is something we gladly cater for, but all trends areconstantly evolving, and all of the content below is oneway or another already happening. Major consumertrends are more like currents than one-time killer waves.We’re also not saying there are only 11 consumer trendsto track in 2011; there are
dozens  of important consumer trends
worth knowing about and applying at any giventime of the year. We merely bring you a selection to getgoing. If you crave more, do check out other trend firms'lists or purchase our
Premium service
, which includesan exclusive and very extensive
2011 Trend Report
.All of the above means that many trends we’ve
high-lighted over the last years
will still be as importantnext year as the ones we discuss in this briefing. From
MA-TURIALISM
to
BRAND BUTLERS
.Oh, and none of these trends apply to
al  
consumers.Last but not least, trend watching isabout applying.About innovations. It's hands-on. And about makingmoney. So forget ‘Nice to Know’ or ‘Pie in the Sky’. See
the last section
of this Trend Briefing for how to applythese trends straightaway.When it comes to the mega trend of
GENERATION G
(that's Gfor Generosity, not Greed), there’s no better way for a brand in2011 to put its money where its mouth (or heart) is than engagingin Random Acts of Kindness (R.A.K.). Consumers' cravings forrealness, for the human touch, ensure that everything frombrands randomly picking up the tab to sending a surprise gift willbe one of the most effective ways to connect with (potential) cus-tomers in 2011 - especially beleaguered consumers in NorthAmerica, Europe and Japan.For brands, a serious (and sincere) R.A.K. strategy may mean nolonger being seen as inflexible and unwieldy, but as more com-passionate and charismatic instead. Something which is, ofcourse, priceless and actually fun.Fueling the R.A.K. trend is brands’ ability to actually know what’shappening in consumers’ lives (good or bad!), as people publiclyand knowingly disclose (from Facebook to Twitter) more and moreabout their daily lives, their moods or their whereabouts.Social networks also enable acts of kindness to spread far be-yond its recipients, as they will gladly tell their friends and follow-ers about the unexpected good news (see SOCIAL-LITES). Twofun examples to copy or improve on in 2011:Flower delivery service
Interflora
has launched a socialmedia campaign in the UK designed to brighten up thelives of Twitter users by sending them flowers. As part ofthe campaign, Interflora monitors Twitter looking for us-ers that it believes might need cheering up. Once found,the users are contacted by tweet, and sent a bouquet offlowers as a surprise.Dutch airline KLM’s ‘
How Happiness Spreads’
 Foursquare-based campaign
 
employed a ‘SurpriseTeam’ to give passengers tailored, unexpected gifts atthe airport. Throughout November 2010, as soon assomeone checked-in at a KLM Foursquare locationwithin its network of airports, the Surprise Team wentonline to find more background information about the
You are reading a PDF version of 
“11 CRUCIAL TRENDS FOR 2011” 
www.trendwatching.com/trends/11trends2011/ 
 
)
 
person, decided upon a suitable gift and gave it thembefore they flew. For instance, one traveler tweeted hewould miss a PSV Eindhoven football game while hewas in New York. The Surprise Team, accordingly, gavehim a Lonely Planet guide book of NYC with all the foot-ball bars highlighted in blue.Urbanization remains one of the absolute mega trends for thecoming decade. Here's just one telling stat: “Today, half theworld’s population – 3 billion people – lives in urban areas. Closeto 180,000 people move into cities daily, adding roughly 60 mil-lion new urban dwellers each year.” (Source: Intuit, October 2010)How will this change the consumer arena in 2011 and beyond?Firstly, urban consumers tend to be more daring, more liberal,more tolerant, more experienced, more prone to trying out newproducts and services. In emerging markets, these effects tend tobe even more pronounced, with new arrivals finding themselvesdistanced from traditional social and familial structures, whileconstantly exposed to a wider range of alternatives.Secondly, keep a close eye out for ‘URBAN ISLANDS’: just 100cities currently account for 30% of the world's economy, andalmost all its innovation. Many are world capitals that haveevolved and adapted through centuries of dominance: London,New York, Paris, etc. New York City's economy alone is largerthan 46 of sub-Saharan Africa's economies combined. HongKong receives more tourists annually than all of India (Source:Foreign Policy, August 2010). However, metropolises such asShanghai, Sao Paulo and Istanbul are obviously keen to join thetop ranks, too.Catering to city-citizens in these vast urban entities requires alocal, dedicated approach in products, services and campaignsthat mirror if not surpass the usual country-specific approach.To cut a long story short: In 2011, go for products, services, ex-periences or campaigns that tailor to the very specific (and oftenmore refined, more experienced) needs of urbanites worldwide, ifnot city by city. And don't forget to infuse them with a heavy doseof ‘URBAN PRIDE’. From Smirnoff’s
Absolut Cities
to BMW's
Megacity vehicle
, urban is the way to go.Note: As URBANOMICS is perhaps one of the biggest yet stillunderestimated consumer trends of our times, we’ll expand onthis trend in our February 2011 Trend Briefing, so if you haven’tdone so already,
please sign up for our free Trend Briefings>>>
While consumers have always looked out for special offers anddiscounts, new technologies and services mean that 2011 willseetotal PRICE PANDEMONIUM:
 
More consumers are constantly connected, and whenthey hear about new deals online can quickly and easilyspread them through their social networks.Increasingly, consumers will be part of exclusive net-works orgroups to either receive special deals or de-mand them.Mobile devices increasingly enable consumers to find orreceive dynamic deals right at the point of sale, or tocompare prices online. Case in point: Amazon.com justreleased an
iPhone app
that allows users to compareprices by scanning the product's barcode, photograph-ing it or saying its name.
You are reading a PDF version of 
“11 CRUCIAL TRENDS FOR 2011” 
www.trendwatching.com/trends/11trends2011/ 
 
)

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