2010 macro trend highlights

©2010 Sphere Trending, LLC

MONTHLY MACRO REPORT HIGHLIGHTS FROM 2010

HENRY FORD HOSPITAL WEST BLOOMFIELD – Sphere Trending 10 City Tour, Detroit, MI

©2010 Sphere Trending LLC

The information contained in this document is provided for demonstration & internal research purposes only, to give dimension and meaning to the trends. Any reproduction of this information is a direct violation of the Federal Copyright Law. This includes,

but is not limited to, color copying, color printing, photocopying or faxing, as well as email distribution of all content, photographs & images, or posting on the Internet. Please be careful to not copy the designs, trademarks or intellectual properties of others

reported within these pages, as this may result in your being sued or prosecuted by the owner of that content.

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MONTHLY MACRO: 2010 HighlightsSlideShare Presentation – December 2010

A PHOTO GALLERY


MONTHLY MACRO REPORT – 2010 HIGHLIGHTS

THE MONTHY MACRO TREND REPORTABOUT…

Each and every month our team is reading,

reporting, traveling & documenting the latest in

consumer, society, housing, retail, marketing,

technology, environmental and design trends

across the globe.

Here’s your chance to see a small sample of this

75+ page monthly subscription report in our 2010

Highlights Summary that touches on a few

notable trends spotted this past year.

Want your own subscription?

Contact us for pricing & delivery options for this

informative trend report in 2011.


tel 248.681.3945 fax 248.681.3992

website: www.spheretrending.comAlso find us on Facebook, Twitter, YouTube and our

blog: www.spheretrending.blogspot.com



TREND: DREAM NEIGHBORHOODSCONSUMER

For Gen Now, it’s not about the “Dream Home”,

but the “Dream Neighborhood” – they are

motivated by experiences not consumption

Smaller homes and apartments are both less expensive

and easier to maintain, leaving more time and money

for enjoying those experiences in walkable, urban,

transit-oriented environments

They’ll look online to find a job that accommodates

their living preferences with no more commuting… they

not only can’t afford a car, they don’t want one

IMAGES: 10 City Tour / Sphere Trending – Holiday Community in Boulder, CO



TREND: RECESSION REMODELINGCONSUMER

Zoomer-watchers say this “wants-to-move-but-

can't” generation is engaging in "recession

remodeling," making changes to their houses to

accommodate health and/or lifestage changes

Considerable evidence now shows that relatively few

aging boomers pull up stakes altogether and move to

55-plus communities in the Sun Belt

Eighty percent of those 65 and older responding to a

July telephone poll of 1,616 adults ages 45 and up

conducted in July for AARP said they wanted to stay in

their houses as long as possible

SOURCE: Builder Magazine December 2010 IMAGE: 10 City Tour – William Lyon Community in San Diego, CA



TREND: FARMER’S MARKET PHARMACIES SOCIETY

Doctors at three Massachusetts health clinics are

writing prescriptions that are filled at the farmer’s

market instead of the pharmacy

The “prescriptions,” which are given to low-income

patients, come in the form of $1 coupons that can be

redeemed at local farmers’ markets

The effort may also help farmers’ markets compete with

fast-food restaurants selling dollar value meals. Farmers’

markets do more than $1 billion in annual sales in the

United States, according to the Agriculture

Department.

As awareness of U.S. obesity and health problems rise,

expect to see more unique solutions including the

continued rise in grow-your-own food, which has key

implications on how we use our home, inside and out.

SOURCE: New York Times August 2010 IMAGES: 10 City Tour by Sphere Trending – San Francisco



TREND: WORLD OF CO-WORKINGSOCIETY

It is estimated that 20% of the workforce, or 30

million people, are working on their own in some

form or another in the United States.

Co-workers describe what their shared workspaces

mean to them- not in pragmatic terms -but with

emotional expressions such as “hubs of interactions” or

“fraternities of mutual interests”

The spaces themselves vary in terms of perks and

culture, but they are all based on combining the best

elements of a coffee shop (social, energetic, creative)

and the best elements of a workspace (productive,

functional)

Co-working creates a “third place” - is neither a desk in

a company nor the domicile of the person; it is a kind of

public place you can join when you want, with the

guarantee of finding some social life and the chance

of a useful exchange

SOURCE: Rachel Botsman 2010 IMAGES: 10 City Tour by Sphere Trending – Urbane Space Co-Working, Detroit, MI



TREND: THE POST HOUSING-BUBBLE WORLDHOME

New homes used to enjoy a 20% share of all

home sales in 2006 - in a post housing-bubble

world, that share has been falling and is now into

single digits

The good news is that housing inventory decreased

nationwide in November 2010 according to the Altos

Research Survey, in some markets dramatically.

And, housing starts posted a 3.9% increase in

November, this after a significant drop of 11.1% the

month before; the improvement was led by single-

family starts.

This said, 2010 will go down as another rough year for

housing, with foreclosed homes accounting for about

34% of recent sales; the sale of new homes currently

down 28.5% from a year ago; and a current inventory

of homes at almost three months over what is

considered a healthy supply.

IMAGES: Rio Walk Development – Los Angeles, CA



TREND: WELLNESS IS THE NEW LUXURYHOME

Homeowners are trading in status for wellness as

they seek to make their home a healthy haven for

friends and family

We are seeing new innovations fueled by technological

advancements to bring a healthier environment to air-

tight homes that suffer from poor air quality and noise

pollution.

At the recent Maison et Objet Trade Fair, Uchino

introduced textiles made with charcoal fiber for odor

eliminating effects.

HI-MACS Eden Plus countertops are made with up to

41% pre-consumer recycled material and are

Greenguard certified for maintaining indoor air quality

IMAGES: Sphere Trendspotting at Maison Fall 2010 / LG HI-MACS Eden Plus



TREND: MOBILE CONSUMERSRETAIL

According to a recent AT&T survey, 15 percent of

consumers have used their mobile devices to

make purchases

Nearly a quarter of shoppers use their phone while in a

store to competitively price shop an item and two-thirds

are interested in the possibility of using their mobile

phone to scan and purchase items, thus enabling them

to bypass checkout lines.

The study found that consumers are increasingly turning

to mobile devices to add depth and convenience to

their in-store shopping experience.

The age demographic with the highest usage was 25-

34, with 21 percent of them making a purchase from

their mobile phone.

SOURCE: Mobile Commerce Daily – August 2010



TREND: COLLECTIVE CONSUMPTIONRETAIL

The recession was “a massive cultural event for

our society,” said John Gerzema, co-author

of Spend Shift.

For the 80 percent of Americans born after World War II,

“essentially this is our Depression.” Little surprise, then,

that 93 percent of consumers say they’ve changed

their spending habits.

Revenue at Goodwill’s secondhand stores is up 11

percent this year, swap meets are expanding, and the

use of Internet coupon sites like Groupon is exploding.

New retail channels have emerged that involve no

cash, such as ThredUP which helps parents connect to

swap clothing online for infants and toddlers (about

1,000 boxes are being shipped by and to consumers

each week and the site now has 30,000 members).

SOURCE: The Week Yahoo News – December 2010 IMAGE: 10 City Tour by Sphere Trending – Goodwill Boutique Store, Denver, CO



TREND: CONSUMERS COME BACKMARKETING

Creative experiences and in-store promotions

cause consumers to step away from the screen

and come back to the store.

Puma is poised to have one of the most extensive in-

store iPad solutions, among retailers, with the rollout of

its new customization platform, Creative Factory.

In the store, a wooden table is scattered with materials

used to build two of Puma's classic shoe styles, the "First

Round" and the "Basket." A pole with three telescoping

arms emerges from the center of the table; an iPad is

bolted to the end of each arm. Customers use the

materials on display as inspiration and then use the

iPads to actually design the shoes. When the design is

complete, it is sent to a fourth "administrative" iPad at

the cash register.

Once a store employee processes the transaction, the

order is released to the factory and its status is updated

and tracked through an administrative app.

SOURCE: Advertising Age – December 2010



TREND: ECO ADVANTAGESTECHNOLOGY

Technological advances bring new substitute

materials for a wide variety of uses, making the

planet better but also offering needed

alternatives to the limited raw material supply

A new technique from firm SyntheZyme is using yeast

and fatty acids from plant oils to produce a bioplastic

that is strong, highly ductile, and completely

biodegradable.

When polymerized, the new material may be a suitable

substitute for petroleum derived plastics.

Every step is biologically friendly, from fatty acids in

plant oils through the end product, which is a versatile,

100 percent biodegradable plastic.

SOURCE: Futurity December 2010



TREND: DIGITAL NATIVESSOCIAL MEDIA

81% of upscale Gen Yers use Facebook every

day, nearly twice the number who watch TV or

read newspaper content.

The report, from L2 Think Tank, is based on a survey of

535 “high-achieving and high-earning” Gen Y adults

(average age: 27) and also shows that blogs and

newspapers are both a part of their daily news mix;

about half of respondents read both on a daily basis.

Meanwhile, the report also found that 42% of Millennials

are watching TV programs online, while 27% watch

movies online. 63% use social media to engage with

brands and more than 50% say that Facebook, blogs

and brand videos affect their opinions about products.

Men and women in the group chose The New York

Times as their favorite newspaper/magazine, followed

by The Wall Street Journal and The Economist, in both

cases.

Apple topped the list of the “last prestige brand

purchase” for men and women.

SOURCE: L2 Think Tank / Mashable.com



THE MONTHY MACRO TREND REPORTABOUT…

Each and every month our team is reading,

reporting, traveling & documenting the latest in

consumer, society, housing, retail, marketing,

technology, environmental and design trends

across the globe.

Here’s your chance to see a small sample of this

75+ page monthly subscription report in our 2010

Highlights Summary that touches on a few

notable trends spotted this past year.

Want your own subscription?

Contact us for pricing & delivery options for this

informative trend report in 2011.


tel 248.681.3945 fax 248.681.3992

website: www.spheretrending.comAlso find us on Facebook, Twitter, YouTube and

our blog: www.spheretrending.blogspot.com

©2010 Sphere Trending LLC

The information contained in this document is provided for demonstration & internal research purposes only, to give dimension and meaning to the trends. Any reproduction of this information is a direct violation of the Federal Copyright Law. This includes,

but is not limited to, color copying, color printing, photocopying or faxing, as well as email distribution of all content, photographs & images, or posting on the Internet. Please be careful to not copy the designs, trademarks or intellectual properties of others

reported within these pages, as this may result in your being sued or prosecuted by the owner of that content.


tel 248.681.3945 fax 248.681.3992

website: [email protected]

MONTHLY MACRO: 2010 HighlightsSlideShare Presentation – December 2010

A PHOTO GALLERY

2010 macro trend highlights

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