Expect responsibility
“87% of global consumers expect companies to consider
Even when considering some of the most basic purchases,
over 50% of Millennials use four or more sources of
information to help them make their purchase decision and
about 33% use seven or more sources.”
“Worldwide, 8 in 10 Millennials take action every week on
behalf of a trusted brand. This action is, on average, more
positive than it is negative. Nearly half will share positive
brand experiences.” (Edelman, october 2010)
“Each year, consumers make more than 500 billion online
impressions on one another about products and
services.” (Forrester, September 2010)
“Roughly 25% of tweets contain links.” (Twitter, September
2010)
Micro Financing
Curated Consumerism
With the avalanche of innovative products and desirable
experiences falling into ever smaller niches, time-starved
consumers have never needed more help in making the
right choices. Whether from brands or other consumers,
audiences are embracing anything that helps them
discover what they want
Financial Regulations
Regulation Nation
Sensing & monitorng
Self-sanitizing/antibacterial
Smart Materials
Take back schemes / Waste Management
Time Compressed
Control & Navigate
In a world of information abundance, useful, timely,
accessible data is still a rarity. Consumers continue to
embrace tools that can check, track or alert them to
relevant, interesting, personalized information. Looking for
reassurances on value from expert advisors and peer
groups in order to avoid bad choices and make better
decisions.
Onile addiction
Health legislation
Wellness Managed
“iTunes' Health & Fitness or Medical categories now
contain more than 6,000 apps for iPhones.” (Gigaom.com,
October 2010)
 “Health related apps for Android phones have so far
achieved more than three million
downloads.” (MobilHealthNews, March 2010)
Healthy Environment
Work in Progress.....
SOCIAL
Transparency
The spectacular ubiquity of reviews means that savvy
audiences can see, hear and discuss every product,
service or experience with other consumers, compare
prices across a wide range of products and vendors and
see companies` inner workings.
Expect Compassion
This trend captures the growing importance of generosity
as a leading societal and business mindset. In fact, for
many, giving, sharing and then receiving recognition have
replaced 'taking' as the new status symbol.
Printing Dinner Organic matter Printing
Congestion
Between 1980 & 1999 the total number of miles of vehicle
travel increased by 76%
Hyperurbanization
Time=luxury
Super Foods
Functional foods
Functional foods are enriched with nutrients that may not
be inherent to a given food. Familiar examples include
orange juice fortified with calcium or milk fortified with
vitamins A and D. As sales of these foods have soared in
recent years, more functional foods have reached the
market, such as eggs and pastas with omega-3 fatty acids,
sterol-fortified chocolates and high-fiber, high-protein
flours.
Flexitarianism
Like vegetarians, "flexitarians" eat a primarily plant-based
diet composed of grains, vegetables, and fruits, but they
occasionally obtain protein from lean meat, fish, poultry, or
dairy. A quarter of Americans fit the description,
consuming meatless meals at least four days a week,
according to the American Dietetic Association
Local foods
As people seek fresher foods, they have begun to connect
with local family farms. Community-supported agriculture
(CSA) programs and farmers' markets give consumers
direct access to produce, meats, cheeses, breads, honey,
and other foods that are produced in nearby communities.
In the past 10 years, the number of local farmers' markets
Food Redefined has more than doubled -- it is up from 1,755 to 3,706,
according to the U.S. Department of Agriculture's
Agricultural Marketing Service.
Beyond Organic
These are foods produced following a government-
regulated practice of growing and processing that
minimizes exposure to pesticides, herbicides, and other
chemicals used in traditional farming. Organic food is one of
the country's fastest-growing market segments; sales have
risen more than 20 percent per year since the 1990s,
Wellthcare according to the USDA's Economic Research Service.
Bimolecular Cuisine
From Farm to the Door
Slow Food
The principles of this trends are choosing locally grown and
produced items, preparing them in traditional ways, and
eating with friends and family. The goal is to celebrate a
relaxed approach to living that provides a welcome
contrast to the fast-paced, eat-on-the-run lives many
people lead.As with locally grown food, freshness is a key
component of the slow food trend.
Health Monitoring
Ecoing
Consumers' interest in eco-friendly goods and services will
continue to create huge opportunities for brands that “30% of US consumers are willing to pay up to a 20%
deliver more sustainable, iconic, fun, cheaper, better, premium on clean, green products over non-sustainable
easier solutions. And for those consumers not interested in alternatives.” (Mintel, 2010)
eco-friendly offerings, a focus on green products and
Environmental Legislation services that save them money will certainly help.
Extreme Longevity
Breakthrough bioscience holds out the possibility of much
longer lifespans in the next few decades. In the meantime,
many cultural analysts note that populations are effectively
growing younger, and living longer as social and economic
aspects of midlife are extended and even childhood lasts
longer: young adults are getting married later, having
children later and adopting the material symbols of
adulthood, such as purchasing homes, later.
Ever-learning
As great riches accrue to those with the best ideas,
knowledge bestows status. Growing numbers of
consumers seek not just academic achievements with
exams and certifications, but the skills and knowledge that
enable them to demonstrate their passions and lead more
interesting, fulfilling lives
Experience Shopping
Consumers are increasingly seeking physically, mentally
and emotionally engaging experiences. They want brands
to move beyond passive experiences to provide truly
immersive adventures and offer consumers opportunities
Haptics for excitement, self-development and/or social interaction.
Pop-up
Although the beginning of this trend can be traced back to
2003, it remains still relevant and evolving today.
Experience-loving consumers seem to be drawn to
anything temporary, that can add an element of surprise,
urgency, and must-have/must-see to shopping, dining,
entertaining, lodging, exhibiting and much more. Hide & Seek
Sharing
Snack Culture Sharing captures the increasing desire for consumers to
be free of hassle and the ties of ownership. Sharing/renting
access offers the ability to try multiple products, freedom
from maintenance, lower upfront costs – yet still delivers
the same ultimate experience at the moment of use.
Smaller is better
Created by Magdalena Paluch January 2011
TECHNOLOGICAL ECONOMICAL ENVIRONMENTAL
societal interests equal to business interests.” (Edelman,
November 2010)
Craving Kindness
Consumers' craving for realness, for the human touch
ensures that everything from picking up the tab to sending
a surprise gift will be one of the most effective ways to
connect with (potential) customer.
Embed Altruism
The ability for brands to make giving and donating
painless, if not automatic. Innovative brands increasingly
ask customers to co-decide and/or co-donate, using online
or mobile technologies to make the most of impulse-driven
and networked fundraising and donating.
“80% of US consumers said cause marketing made them
likely to switch brands, and 19% were willing to pay more
for a pricier brand that participated in a positive social or
environmental cause.” (E-Marketer, September 2010)
Expect rewards
Brands are increasingly rewarding customers that
participate and interact with them. From location-aware
mobile applications that incentivize users to go to new
places and try new things, to campaigns that offer
discounts or gifts, rewards can attract and engage both
new and existing consumers.
Brand Stewardship
With pragmatic, convenience-loving consumers enjoying
instant access to an ever-growing number of supporting
services and tools brands are assisting consumers to
make the most of their daily lives, versus the old model of
selling them a lifestyle if not identity.
New Homemade
part-time urban farmers japan
Urban Farming & Gardening
Ecosystem Awareness
Fair Trade, Biodynamic, Wild Crafted...
Current buzz words in the coffee industry are ‘organic’,
‘shade grown’, ‘sustainable and fair-trade certified’. More
and more Americans care about the conditions of the
people who produce the products that they buy and the
dangers to the environment. According to the Organic
Trade association, the organic coffee market is now a billion
dollar industry.
Eco Status - Carbon Footprint
Instant Feedback
No longer static, information is now fluid, real-time, dynamic
and instantly available. Consumers continue to lap up the
many tools and applications designed to monitor, interpret,
share and alert them to useful, relevant or exciting instant
information.
Adventure Living
Reuse, Repurpose, Upcycle
Growing interest in knowing where the food and ingredients
come from, how are they grown, how they affect the
environment and well being of the producers/employees
Shrink of disposable income
Frugal Economy
POLITICAL
New EPA reporting requirement for
greenhouse gases
The new regulations mainly apply to companies in specific
industries that generate more than 25,000 metric tons of
carbon dioxide. The EPA estimates that the reporting
regulations will cover 85% of greenhouse-gas emissions in
the United States.
Environmental Legistlation
Bio-Diversity Convention
addresses conservation of the diversity of natural
resources, flora, fauna and eco-systems, sustainable use
of components, fair and equitable sharing of resources and
benefits prior assessment requirements (Environmental
Impact Assessment regulations), intellectual property
issues (e.g. traditional knowledge of indigenous people in
use of medicinal plants as opposed to the rights of
international chemical companies which develop them into
mainstream products), terrestrial bio-diversity (agriculture).
Rise of the rest
P2P ‘Established’ markets and brands will not just succumb or
Whether driven by the desire for authenticity and shrivel; the South Koreans, Japanese, Swiss, Brits,
community, increasing trust and transparency of online Americans, French, Germans, Norwegians, Canadians,
connections, preference for access over ownership or Australians and Singaporeans will continue to forever add
growing unease at the unsustainability of mass to the innovation as well.
CrowdSourced consumerism, consumers are increasingly turning to, and
Technology is increasingly harnessing the wisdom of the
dealing directly with other consumers.
connected crowd. Collective input can improve design,
minimize risk, reduce costs, organize funding and increase
speed of decision-making. The phenomenon of
corporations creating goods, services and experiences in
close co-operation with experienced and creative
consumers and customers by tapping into their intellectual
love testing capital. Then, in exchange, giving them a direct hand in
With product placement in the real world, brands can integrate goods
and services into consumers' daily lives in a relevant way, and enable (and rewarding them for) what actually gets produced,
consumers to make up their minds based on their own experiences, manufactured, developed, designed, serviced, or
rather than broadcast messages processed. Glocalism
Personalization Technology is empowering
MIY individuals to take more control over products, services
With many consumers accustomed to being able to create and experiences (and ultimately their lives) than ever
anything they want in the digital arena, and happily before. This opportunities are unlocking consumers’
customizing and personalizing many physical goods, we desires to be
are now approaching the final frontier – consumers digitally
designing products from scratch, then having them turned
Desktop Printing into real physical goods.
Loss in productivity
In 2000 texas Transport Institute states congestion claims
Telecommuting Pricing
$67.5 billion in lost of productivity
Ride Sharing
Congestion Charging Zones
International Trade Agreements
Seed Survivalism
Women talk about brands about 92 times in the course of a
week, and 96% of women will recommend a product to a
friend if she likes it. (Source: NBC Universal, September
2010)
Biomimcry
85% of brand purchases are made by women, but only
Nature-based models are becoming important in the
3% of advertizing agency creative directors are women.
design of products and control systems. Biomimetic
practices allow designers to take advantage of millions of Millenials Rise (Source: She-conomy, November 2010)
years of evolution towards optimized structures, and will
appear with greater frequency in the shapes of cars, The world’s women represent far more buying power than
buildings, even infrastructure. Biological models will take on the Chinese and Indian markets combined. In 2009,
increased importance in the management of resources, women worldwide are responsible for USD 20 trillion in
ecosystems and traffic flow. annual spending (USD 13 trillion of that is their individual,
directly-earned income). By contrast, the combined GDP of
China and India is USD 5.6 trillion. (Source: Newsweek,
July 2010)
Live-work-play
fdfsfsfsfs
75% of women would be willing to be part of a special or
Female Power selective online panel. (Source: Mindshare, June 2009)
Every day, more than 400 US women start their own
“US women are responsible for 85% of all consumer
companies; twice the rate at which US men do so. (Source:
purchases. US women make 92% of vacation purchases,
they hold 89% of US bank accounts, 51% of all personal WomenEntrepreneur.com, October 2010)
wealth, 93% of food purchases and are worth more than
USD 5 trillion in consumer spending power – larger than the The number of US women-owned firms grew by 19.8%
between 1997 and 2002, and then leaped 55% after 2002.
Fair Trade entire Japanese economy.”(Newsweek, July 2010)
Today, US women own 10.1 million firms. These
Made locally businesses employ more than 13 million people, and they
Faced with universally uniform products, consumers are generated USD 1.9 trillion in sales. (Source:
Provenance Awareness
increasingly seeking out authentic, storied, eco-friendly IMBY`s & NIMBY`s Local Currencies (alternative) Brand ME & US WomenEntrepreneur.com, October 2010)
Growing interest in knowing where the food and ingredients products - made and consumed locally. Tired of the
come from, how are they grown, how they affect the impersonal, throw-away, invisible nature of the global
environment and well being of the producers/employees. supply chain, audiences crave a stronger connection with
Society begins to think about our entire ecosystem. the goods, products and services that they consume. MInority Power
“A substantial majority (70%) of gay men and lesbians
report that they have switched products or service
providers because they found out the company had
glocal living engaged in actions that are perceived as harmful to the gay
and lesbian community.” (Witek_Combs, July 2010)
Life delivered
Carbon Tax
A Carbon Tax turns the economy on its head, cascading
incentives to reduce emissions throughout the system.
Carbon Trials Boomers rule
Businesses and institutions that impact the planet’s climate
are kept in check through
Personal Carbon footprint
Individuals use Personal Lifecycle Tools to live a more
climate-conscious existence.
Eco Labeling
Voluntary eco-labeling practices are evolving into
mandatory eco-, human-rights, and social- impact labeling
standards
Virtual/Physical
Storying Mix Socializing
Every product or experience seem better when connected The days when being 'online' was synonymous with social
with more meaningful story. As experiences and non- isolation and loneliness are long gone. We're now
consumption-related expenditures take over from physical witnessing the exact opposite: Technology is driving
(and more visible) status symbols, consumers will people to connect and meet up with others, in the 'real
increasingly have to tell each other stories to achieve a world'.
status dividend from their purchases. There may be a shift “46% of Twitter users say that they’re meeting up with
Multiple Me consumers will be ever more actively
from brands telling a story, to brands helping consumers friends more often, with only 7% reporting declining building their brands online. From profiles, playlists and
tell status-yielding stories to other consumers. Augmented reality personal time.” (Exact Target, october 2010) pictures, to musings and creative outbursts, to gaming
Avatars scores, to preferences and portfolios
Serious Play
Consumers are embracing 'gamification' in all aspects of
their daily lives. Fun and entertaining, games allow players
to visualize progress, while satisfying fundamental needs
and desires - for reward, status, achievement, self- Saturated Reality
expression, competition, and altruism
“58.6 million Americans have played a game on a social
network in the last three months.” (Newsweek, September
2010)
“67% of US households play computer or video games.
40% of all game players are women. The average gamer is
34 years old and has been playing for 12 years. In 2010,
26% of Americans over the age of 50 play video
games.” (ESA, 2010) Alternative Reality
c
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Resourse Depleation - the era of peaks
drives efficiency
c
Blue Gold - Water is the new oil
Earth's freshwater ecosystems are critically depleted and
being used unsustainably, reported the Millennium
Ecosystem Assessment, for today's 6.5 billion population
much less for the 9 billion we'll be by 2050. Extreme
droughts, floods, melting glaciers and other water cycle-
Shrinking of Middle Class related effects of global warming are why there'll likely be
Between 1973-2005 real median household income rose 150 million global climate refugees within a decade.
13%; the income of the richest 0.1% of Americans rose Diplomats warn that 21st century conflicts will be fought
296% (Internal Revenue Services) over water as they were for oil in the 20th. (http://
www.huffingtonpost.com/steven-solomon/water-is-the-
new-oil_b_380803.html, February 2011)
The End of Recession
According to US National Bureau of Economic research
and the business Cycle Dating Committee, the US
recession officially ended on the 9th of June 2009, but the
growth is predicated to be slow