AUthenticity 2012 Color and Fabric Forecast Own Perspective

Problem Statement Positive Social Mood

When the social mood is
Conventional cotton production uses approximately 25% of the world's insecticides and more than 10% of its pesticides.
positive, colors are brighter and
Three of the most acutely hazardous insecticides to human health, as determined by the World Health Organization, rank in
optimistic, and we see more risks
the top ten most commonly used in cotton production. The toxic chemicals that result from cotton growing practices can Galaxy Blaze Lapis Raw Peridot
in fashion with more dramatic
end up in the ground, air, water, and food supply, and are extremely detrimental to both human life and the environment.
trends and fads. Expression of
Conventional cotton is no longer adequate for modern standards and the desire for organic cotton is stronger than ever as
individuality is key as people are
we move into a new decade. As for color, the Consumer Sentiment Index shows more optimistic feelings as a result of faith
feeling more confident and safe
in President Obama’s economic stimulus policies and an overarching feeling of hope that the economy will improve in the
and willing to take risks with their
next few years. Thus, consumers will be needing colors that encourage a feeling of optimism and reassure them in a time of
wardrobes. We predict consumers
instability and uncertainty.
will be feeling more hopeful for
the future in 2012 as our economy
Data and Context begins to stabilize. Consumers will
The Environmental Movement began in America during the late sixties and early seventies, and it has experienced a be looking for every opportunity to
revival in the 2000’s as the dangers of climate change and overpopulation become more real every day. Cotton, our most feel like themselves again without Cinnamon Ultraviolet Sulfur Reef Earth
basic staple fiber, is considered the world's 'dirtiest' crop due to its heavy use of insecticide, the variety of pesticide that is worrying that they will regret not
most hazardous to human and animal health. This is unacceptable, as cotton covers 2.5% of the world's cultivated land yet buying more basic, timeless styles
uses 16% of the world's insecticides—more than any other single major crop. From food items to textile products, the
modern consumer seeks to make small, individual lifestyle changes that will add up to calculable impact when repeated
and colors.

Negative Social Mood

Inspiration: An Opal, Under A Microscope
2012 Color Forecast
over and over throughout communities. With the economy in a slump, color will play an important role in fashion to make
people feel "normal" again with warmer, reassuring colors. Colorful organic clothing will be essential in the 2012 market,
When the social mood is

Styles
and the forecasted hues will evoke a sense of new beginnings and an upbeat fresh start, which is precisely what consumers
negative, we see darker, more
are looking for after prolonged financial strife. Cotton sales, and organic cotton sales specifically have been continuing to
dismal hues that reflect the
rise despite the current state of the economy, so 2012 can only hold greater expansion of this trend.
pessimistic attitudes of consumers.

Other Perspectives
Should the social mood be negative
in 2012, we predict that neutrals and
(especially black and nude tones)
Wild cards often have the ability to overpower current trends as the social mood becomes negative and fearful. Based
on the Mayan calendar, many are concerned with 2012 marking the end of civilization and the destruction of the planet. The
threat of nuclear war is also an issue that could have a great effect on consumer behavior in the coming years, creating
will become more heavily
incorporated into wardrobes with
Products
smaller pops of the bright colors
great unease and fear that would surely be reflected in apparel trends. All of this would most likely lead to dismal hues and we have forecasted. Color will
safer, basic styles that are comforting and calming to consumers. It is also possible that wary consumers will reject the remain an important mood lifter
higher price tag of organically produced textile goods. Americans have learned many financial lessons during this recession, for consumers but will appear in
and re-opening the wallets of consumers used to pinching every penny may prove to be too much of a challenge. In addition
to this, some still maintain that the collective actions of humanity are not the major cause of global warming. Adding fuel
less dramatic ways as people look Members’ Names and E-mail
for styles that will last in their
to this fire is the recent e-mail hacking scandal at East Anglia University, wherein it was discovered that leading climate closets. Emma Peters emma.peters@email.wsu.edu
change scientists may have been publishing misleading data to support a biased position on the issue.
Anne Demme anne.demme@gmail.com

Average Chemical Fertilizer Use For Major Crops

In the United States Organic vs. Conventional Cotton
Conclusion and Opportunity
Our research has shown that in 2012 it is very likely that organic cotton will be the textile of choice for quality basics. As the economy improves, consumers will be
able to refocus on "green" issues, and will therefore be able to put more significant portions of their time and income towards the cause of sustainability and environmental
stewardship. Americans are becoming increasingly aware of the harmful effects of conventional textile processing techniques; therefore they will begin to demand products
that are more eco-friendly than those offered in the past. The Green Movement has become an established way of life and ideology within most developed societies, and as
a result, it is not a factor that can now be ignored with a clear conscience. Gaining knowledge of how human behavior has, and continues to harm our planet has certainly
empowered consumers to live in a more thoughtful way, and in addition, it has created a new set of standards for the modern era that define the responsibility mankind has
to environmental protection. Thus, 2012 will present a unique opportunity for the organic cotton industry. With the onset of the previously mentioned set of changed
consumer values, companies would be foolish to ignore the movement towards organics. Such ignorance may very well cost them both their competitive edge and their
professional image in this rapidly evolving market.

The color palette for 2012 perfectly reflects the renewed interest in sustainability and the natural world, while also indicating overall social mood and the
The Impact of Green Product Options on psychological state of consumers dealing with an economy that is slowly but surely working its way out of a recession. Indeed, renewal is a key theme that runs throughout
Impulse Buying Behavior the 2012 color palette. Evolving from Jade hues that are currently trending, bright Peridot green conjures images of new life, not to mention surges in the stock market and
increased cash flow throughout the nation. Browns in 2012 set themselves apart from other neutrals by intensifying into earthy espresso and warm cinnamon, colors that not
only evoke images of nature but of indulgent comfort foods. The presence of these colors indicates a lingering consumer need for sort of “security blanket” as we recover
from the recent economic downturn. With 2012 comes yet another Presidential election year and the forecasted colors are indicative of this fact. Rich Lapis blues, saturated
violet-fuchsias, and punchy pink-reds represent the United States’ opposing political parties and compromise between the two. The election year provides yet another
opportunity for renewal and change—Americans will be tuned in to the political process, and color choice will reflect the conviction and passion that is felt by individuals
and groups throughout the nation.

Yellow has been a highly influential hue in recent years, and 2012 will be no exception. The upswing in economic activity will inspire the kind of optimism that is so
often associated with this upbeat hue, but this year’s yellow is tainted by a lingering cloud of uncertainty and potential hardship. As our military men and women begin to
Conventional vs. return home from the Middle East, the ramifications of time spent in a war zone will show themselves in the form of psychological struggle and the horror of post-traumatic
Organic Methods stress disorder. Yellow is the color of “support the troops” cause ribbons—the offbeat, eerie, and slightly negatively connoted Sulfur hued yellow we see in 2012 signifies the
Retail Locations Where Consumers Are tough road ahead for servicemen and women and their families. Finally, neutrals in 2012 tend to contradict each other. Black reemerges, dethroning grey as the dark neutral
Most Likely to Purchase Environmentally of choice. It represents looming threats beyond our control, such as the potential for nuclear war, the possible fulfillment of an ancient Mayan apocalyptic prophecy, and a
Friendly Products general sense of mystery about what lies ahead. On the other hand, warm nude tones, blushes and creams counteract this darkness, while providing more of the reassurance
that consumers so desperately crave.

Every color in the 2012 palette is inspired by the projected trend of organic fiber usage in apparel and other textile products. Colors from the natural world remind us
of nature’s inherent beauty, and ultimately why it is necessary to protect and preserve it for future generations—as well as our own survival. Things are looking up in 2012.
The economy is finding its way, troops are returning home, and an election year promises to bring political renewal and open exchange of ideas. While there are always
adversities and threats waiting in the wings, 2012 maintains an overall sense of optimism. It is a time of technological advancements, environmental awareness, and social
progress. It is a time to make positive lifestyle changes such as choosing sustainable textile products in order to increase individual and environmental health. But most of
all, it is a time to consider how to best balance each of the aforementioned elements in order to create a better future not only for residents of the United States, but for
the exquisite natural world and the human race in its entirety.