1. trendwatching.coms free Monthly Trend BriefingSeptember 201212 mini trends TO RUN WITH NOWConsumer and business trends that will yield you some profitable innovations.trendwatching.com/trends/minitrends

2. Intro1. TECH DOMESTICS2. CUSTOWNERS In a world of global hyper-consumption and creative destruction, there are now more consumer trends than 3. ONE TOUCH WONDER you can swing a stick at. Heres just a small selection of mini consumer and business trends that are cur- 4. TEENPRENEURS rently on our radar. And to underscore just how global the game has become, the mini-trends are accompanied 5. BRANDED GOVERNMENT by examples from Dubai, France, South Africa, the US,6. NANNY APPS & 24/7 FEEDBACK Brazil, the Netherlands, Indonesia, Kenya, China, Spain, Colombia, Japan and many more. All begging to be as- 7. JUICE JITTERS sessed, applied, partnered with, monetized. Hows that for hands-on NEWISM? ;-) 8. SAFETY NET9. TASKSUMERS10. SUPER-ECO11. REAL WORLD LIKING12. ARTIFICIAL SCARCITYw w w. t r e n d w a t c h i n g . c o m MINI TRENDS 2 3. 1. TECH TheInternet of Thingsis finally becoming reality, alarm clocks!), but youll get the (bigger) point and and what better way to deliver on this tech trend opportunity: than introducingapplications that really serve DOMESTICS consumers, like proper tech domestics. Just a few examples, revolving around alarm clocks (yes, Winter Wake-UpUniqlo Wake Up Winter Wake-Upis an app that functions as aIn a similar vein,Uniqlo Wake Upis a free app which standard alarm clock, but (by connecting to onlinewakes users up with music automatically created weather forecasts) wakes users earlier than usual ifbased on the weather, with a melodic voice to there has been unexpected snow or icy conditionsannounce the time, conditions and day of the week. during the night. Users can choose not to be woken at all if extreme conditions make their commute hopeless.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 3 4. 2. CUSTOWNERS are consumers who movereturn, and therefore only brands that are open, from passively consuming a product towards friendly, honest, trusted, transparent, and somewhat actually funding/investing, if not owning ahuman will find themselves able to attract CUSTOWNERS stake, in the brands they buy from. However, enthusiastic CUSTOWNERS: these increasingly business-savvy audiences are often looking for both a financial and an emotional Buitengewone Varkens CircleUp Buitengewone Varkensis a Dutch company that CircleUpis an online platform that enables consumer accepts investments in its herd of pigs in exchangeretail companies to raise funds from a panel of for pork products over a three year period. Interested investors. Companies that wish to gain investment consumers begin by investing EUR 100 in themust have raised at least USD one million in the year companys pigs, which are bred sustainably and preceding their application. They can use CircleUp allowed to live naturally outdoors.to communicate with investors and find funding ofbetween USD 100,000 and one million.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 4 5. 2. CUSTOWNERS This freePR EAIC RLE A Y- VA BIR ILA DTrend Briefing is BL Eobviously only thetip of the iceberg. Leon Bonds UK-based healthy fast food franchise Leon createdLeon Bondsto raise GBP 1.5 million from If you want access to ALL trends, insights and its loyal customers (rather than corporate investors), innovations were spotting, check out ourPremium so it could further expand and open new locations. Service. Investors (of a minimum GBP 1,500 for three years) MORE receive interest and other non-edible perks in return.trendwatching.com/premiumw w w. t r e n d w a t c h i n g . c o m MINI TRENDS 5 6. 3. ONE For truly time starved consumers, nothing beatsSee also ourCASH-LESStrend. The question the simplicity and convenience of ordering orbrands need to answer: is what you offer integral or paying with a single touch, swipe, tap or button valuable enough to your customers to award ONE TOUCH press. TOUCH WONDER status to? WONDER Smart Drop Red Tomato Pizza TheEvian Chez Vouswebsite lets residents of ParisThe VIP Fridge Magnet from DubaisRed Tomato order bottled water for direct delivery to their homes Pizzaallows customers to order their favourite and businesses. Users can order other products frompizza at the touch of a button. Members of the the Danone group, including Badoit or Volvic water.loyalty program were sent free magnets, which use In 2013, the service will be accompanied by thea smartphones Bluetooth functionality to connect Smart Drop; a wifi-enabled fridge magnet allowingto the Internet. Once customers have pressed the members to order water automatically by pushing abutton on the magnet, the pizza is delivered to their button.registered address.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 6 7. 3. ONE TOUCH Ushuaa Ibiza Beach Hotel Yes, these are turbulent times, but you can still excite consumers. WONDERLearn how at one of ourConsumer Trend Seminars (until Oct. 2012).Dont miss out! Ushuaa Ibiza Beach Hotelteamed up with Barcelona-based biometric paymentGive us half a day of your time, and leave the room providerPayTouchso that guests (who registerknowing about every consumer trend, insight and upon arrival) can make payments with theirinnovation that needs to be on your radar! fingerprints. All the facilities at the destination are equipped with print scanning devices so that visitors trendwatching.com/seminars neednt carry their wallets or cards around.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 7 8. 4. For many, entrepreneurialism is a new status create and grow a business with little investment. symbol, with tech entrepreneurialism at the top of In the years to come, expect plenty of budding the pyramid. Young people especially are hungrilyteenage tycoons to take on traditional, serious, TEENPRENEURS going after entrepreneurial opportunities, as theyreproper yet often-out-of-touch businesses: empowered by (and indeed, more proficient in) the online technologies that make it possible to both HiccupopsTeens in Tech Incubator Connecticut-basedHiccupops, a sweet innovationTheTeens in Tech Incubator(Silicon Valley) is an from 13-year-old entrepreneur Mallory Kievman, eight week hands-on program for entrepreneurs produces lollipops that put a stop to hiccups. between the ages of 13-19 who are serious The combination of apple cider vinegar and sugar about building products and learning about stimulates the nerves in the users throat and cancels entrepreneurship. the hiccup reflex.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 8 9. 4. TEENPRENEURSI Love My Life Caines Arcade Chinese twin sisters Viviandan and Miu Miu run the Caines Arcade, a film about 13 year old, California- fashion blogI Love My Life under the username based Caine Monroys hand-built cardboard arcade, (which in English means Tiny Chilibecame a viral sensation and led to the creation of a Peppers). The fashion blog is so popular that there scholarship fund for innovative kids. are thousands of items on ecommerce platform Taobao tagged with their Chinese username. The teenagers earn money from the site by featuring products.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 9 10. 4. TEENPRENEURS Summly Junior MasterChef AustraliaDeveloped by 16-year old Nick DAloisio in Junior MasterChef, is a spinoff from the MasterChefhis London bedroom,Summlyis an app thatseries that started in the UK and has been aired incondenses information from web browsing into 29 countries worldwide. This weekly series featuressimple summaries. The software uses artificial kid home chefs aged 8 to 12, competing against oneintelligence, a specialized coherence algorithm, and another in a point system to be declared the bestmachine learning to help collect the most relevant kid home chef in Australia. They are judged by thesentences from text. adult MasterChef judges, guest chefs and even have cook offs against adult celebrity chefs. Unlike the adult series, these kids are shown techniques, helped by the judges in a pinch and given more positive feedback. Even those eliminated are given prizes. The winner of the Junior MasterChef title is given an AUD15,000 trust fund.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 10 11. 5. BRANDEDGovernments in the developed world are (running)Basically,BRAND BUTLERS, but on a civic scale.out of money, while in many emerging nationsAnd yes, we know that in an ideal world, brandsand cities, governments cant keep up with theshouldnt have to do this, and that brand-creep isbreakneck demand for their services. All this always a potential issue. So apply wisely: GOVERNMENT creates huge opportunities for brands that offermore than just products and services forsale.OUTsurancePothole BrigadeOUTsuranceis a South African insurance In South Africa, insurance firm Dial Direct launchedcompany that put traffic wardens on the streets ofthePothole Brigade, a road maintenance initiativeJohannesburg, Cape Town and Tshwane to ease that repaired over 50,000 potholes (at a cost of ZARthe traffic flow at dangerous or congested junctions. one million per month) in and around Johannesburg,as drivers reported them. Sadly, red tape recentlykilled the initiative, but there are plenty of other citiesthat could benefit from a similar set-up.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 11 12. 5. BRANDED GOVERNMENT Telefonica Vivo Nissan: The Big Turn OnThe Brazilian Secretary of State for Health and From March-July 2012, Nissan ran a contest intelecommunications company Telefonica which Europe-based visitors to itsThe Big Turn OnVivopartnered to launch an initiative to fight dengue. website could click a button to turn on their city.Vivo sent 50,000 SMS to its customers living in the Nissan awarded Linschoten in The Netherlands theState of Maranho (where dengue is a problem) city with the most turn ons, offering 30 quick electricexplaining how to ensure that they stayed dengue- charging stations to develop the areas infrastructurefree. for electric vehicles.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 12 13. 5. BRANDED GOVERNMENT Terra Wi-Fi MabeMexican internet providerTerralaunched aColombian white goodscampaign in partnership with marketing agency DDB manufacturerMabelaunched a campaign in Q3Mexico, encouraging dog owners to clean up after2011 to promote its water-saving washing machinetheir canines in exchange for free wifi. Dog owners (which uses 180 liters less water than similar modelsthat disposed of their animals feces in one of the per load). In converted buses and retail outlets indedicated boxes (located in ten of Mexico CitysBogota, Mabe set up booths where individuals couldparks) received wifi credit.push a button to donate clean water to rural townsin Colombia. Each booth was connected with awebcam so that the villagers saw exactly who wasdonating water. In two weeks, 15,000 participantshelped donate 50,000 liters of water.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 13 14. 6. NANNYOnline, theres no shortage of useful information andWhich is why consumers will welcome products,good advice. Indeed, there are few areas left whereapps or services that (constantly) monitor,consumers are genuinely in the dark about what remind, prod and even force them to behave and APPS & 24/7they should be doing. Of course,actually doingit isperform better. Check out these NANNY APPSanother thing entirely. (and re-read ourDIY HEALTHtrend): FEEDBACKLUMOback Audis e-bike WrtherseeCalifornia-basedLUMObackaims to improve aAudis e-bike Wrtherseefeatures an onboardusers posture through a combination of small, computer that connects to a smartphone, offeringwireless sensors and a smartphone app. It will challenges and tips on how to improve performance.monitor posture in real time and send reminders to sit An online point-rewarding platform enables usersup straight using vibrations.to keep track of successes and compare their achievements with fellow cyclists.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 14 15. 6. NANNY APPS & 24/7 FEEDBACKColor FramePlay & ConnectJapan-basedColor Frameis a mobile app designed The BabolatPlay & Connecttennis racquet providesto help users track the condition of their skin over real-time information (via integrated sensors) ontime. Users take four photos of various facial gameplay, which can be used to improve techniqueareas, which are scored on factors including spots,and share results online.dullness, and pore size; results can be saved forfuture comparison.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 15 16. 6. NANNY APPS & 24/7 FEEDBACKGymPactNike + FuelBandGymPactoffers users cash incentives to useTheNike + FuelBandis a wristband that trackstheir gym and exercise. Individuals create a Pactmovement, calorie intake, and completion time forregarding how many times they plan to visit the gymspecific tasks. The device can be set up to monitorduring one week, and how much theyre willing to the wearers efforts toward pre-programmed goalsbe fined. If users meet their target, they earn a cash (the LED display turns from red to green withreward; if they dont, they pay a fine to the GymPactprogress), which can be managed by computer orcommunity. iOS smartphone.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 16 17. 6. NANNY APPS & 24/7 FEEDBACK22seven SuperBetter22sevenis a financial services platform that looks SuperBetteris an online social game, which aims toat users bank statements to determine where they enable consumers improve their health and wellnesscould save money. Consumers can see where theythrough challenges - which might include anythinggenerally spend money, and where they might befrom quitting smoking to losing weight.overspending. Then theyre offered strategies andplans to help reduce the outgoings.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 17 18. 6. NANNY APPS & 24/7 FEEDBACKRuntastic Caffeine ZoneRuntasticoffers a selection of products to Caffeine Zoneis a free mobile app which allowsaccompany its mobile fitness app. The GPS Pulse users to monitor their caffeine intake. It advises onwatch analyzes performance by monitoring GPSthe best times to consume caffeinated beverages forand heart rate data, which is then synchronized optimum mental alertness, as well as when to avoidwith the runtastic site. The chest strap syncs with caffeine in order to sleep soundly.the runtastic PRO mobile app and offers users apersonal coaching experience.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 18 19. 6. NANNY APPS & 24/7 FEEDBACKNHS Health Apps KahnoodleThe UKs National Health Service (NHS) began to Kahnoodleuses web and mobile technology to helprecommend health apps to patients (such as abuild and maintain good relationships. Couples aremobiledrinks tracker), after finding that 25% of the given a relationship dashboard which displays keyusers of the NHS Choices app or website visited their metrics on the health of their relationship throughdoctor less frequently. simple diagrams.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 19 20. 7. JUICEIn a world that is completely dependent on beingfor anyone addicted to an online lifestyle. Anconnected, with ever-more powerful and exciting absolute miniscule snapshot of the JUICE JITTERSdevices, its now actually extended battery lifeexamples coming our way on a daily basis: JITTERSand charging options that are the holy grailPowerTrekkVodafone and Richard NicollUS-based lean tech firmmyFCdeveloped theVodafone UK and fashion designerRichardPowerTrekk, a USD 225 portable fuel cell chargerNicollcreated a handbag that can power a mobilethat runs on water. It can be used to charge mobile phone while on the move. After the bag is chargeddevices, such as smartphones or digital cameras.from a mains power outlet (using a cable thatmagnetically attaches to the exterior), it carries up totwo days worth of extra battery.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 20 21. 7. JUICE JITTERS Anthony Mutuas CrystalWe-BikeChipBelgian We-Biketable uses the power of its uers toAnthony Mutua, a Kenyan entrepreneur, developedgenerate electricity for devices such as laptops and atiny chipof thin crystals (insertable in the sole ofcell phones during meetings, while providing gentleany shoe), which can gather and store energy asexercise.the wearer walks. Devices can be charged via a thin extension cable that runs from shoe to pocket, and it costs KES 3,800 (approx. 45 USD) to fit any footwear.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 21 22. 7. JUICE JITTERSLumineXence Power FeltThe Lotus charger from Italian product design Power Felt(not yet in mass production) is a flexiblebrandLumineXenceis a solar-powered electric thermoelectric fabric that can be attached to avehicle charger, which also functions as an LED smartphone. The device is then able to convert bodystreetlamp and bench. heat into power, and charge the battery whilst insideits owners pocket.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 22 23. 7. JUICE JITTERSSony JapanTUMEChipSony Japanswind-up mechanical USB chargerisTUMEis a project from Mexican design studiofor places or situations (natural diasters for example) NOS that helps reduce the dangerous energy theftwhere no power is available. Three minutes of prevalent in informal economies without access towinding up, gives users one minute of talk time,the grid. The TUME BASE station can be installedwhilst five minutes of winding yields one minute of on lamp posts or other hubs, and users then plugweb browsing. in a TUME ACCESS device to gain access to pre-purchased electricity (similar to prepay cell phonecredit), available from local vendors, scratch cards orSMS.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 23 24. 8. SAFETYThe benefits to both accessing and contributing to services and (especially) apps, that help keepthe wealth of information appear to have no end. people safe, right when they might need it most.Indeed, far from simply making life more efficient and NETenjoyable, there are now a whole host of products,AgenttoSeguridad en LineaAgenttois a free mobile app from Brazil thatColombian siteSeguridad en Lineais a platformprovides rapid access to safety services. Users canfor netizens to alert each other to security-relatedalso create a network with up to 12 people who incidents. Members report and monitor real timecan be instantly alerted to their precise location inactivity by location, in categories such as robberies,dangerous situations.scams, violence or terrorism.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 24 25. 8. SAFETY NETChina Survival Guide SoftbankTheChina Survival Guideis a free iPhone app that Softbankreleased the Pantone 5 107SH in Japan,tracks food and health scandals across China, so a smartphone with an inbuilt Geiger counter.users dont need to keep up with the news reportsThe Android device can measure radiation in thethemselves. It was downloaded 200,000 times within surrounding air to within 20% accuracy, via a buttona week of launching. adjacent to the LCD screen.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 25 26. 8. SAFETY NET PR EA IC RL This free E A Y-VA BIRILA DBicibuscadores Trend Briefing is BLE obviously only the tip of the iceberg.Bicibuscadores(Bikehunters) is a Spanish socialnetwork, set up with the aim of reducing bicycletheft. Users who have been the victim of theft canindicate on an online map where their bike wasstolen, thereby alerting others to places where thefts If you want access to ALL trends, insights andhappen frequently. innovations were spotting, check out ourPremium Service. MOREtrendwatching.com/premiumw w w. t r e n d w a t c h i n g . c o m MINI TRENDS 26 27. 9.If CUSTOWNERS are consumers who own a stakewith more and more ways for consumers to makein a venture,SELLSUMERS areconsumers who money, were now seeing rapid growth of what wevemake money from selling their insights todubbed TASKSUMERS:consumers who make TASKSUMERScorporations, hawking their creative outputmoney from carrying out small tasks, for otherto fellow consumers, or renting out unused individuals or corporations. AmazonsMechanicalassets. As the SELLSUMER trend has steadilyTurks, andShortTaskalready lead the way, but doevolved since we started tracking it five years ago, also check out the following ventures:Foap PleaseBringMeFoapis an iPhone app that helps users earn moneyPleaseBringMeis a website from Turkey, whichfrom the photos they take on their phone. Membersenables users to request that incoming tourists bringupload their pictures onto the Foap Market, wherehard-to-find items from outside their own country inthey are tagged by category and sell for USD 10return for a reward.each. If an image is bought, the money is split so thephotographer earns USD 5.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 27 28. 9. TASKSUMERSmClerk BistipMicrosoft and the University of Toronto tested a Bistipis a peer-to-peer courier service frommobile program in India that allows low-income Indonesia that helps travelers to discover (andindividuals without a computer or smartphone,negotiate a fee with) an individual that needsto use old USD 10 cellphones to complete paidsomething delivered to their end destination.tasks.mClerksends images as bitmaps that canbe viewed on low cost devices with basic displays.Participants type out the words displayed in theimages for a reward of phone credit.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 28 29. 9. TASKSUMERSVites CloudFactoryJapaneseVitesmatches people with talent and/orCloudFactoryhas access to over half a milliontime, to those who need to get things done. Users remote laborers from emerging markets that workcan create a Vites account using their Facebook on digital tasks. Workers can be divided into stationsprofile and then start listing their service. When a user (like a factory assembly line) depending on their skillfinds something of interest, they press the outsource level, where they check the previous stations workbutton. Vites charges a USD 5 service fee for every for errors. Cloud Worker Kits will be offered in future,transaction. When the worker signals the completion providing the web-enabled devices that low-incomeof a task, payment is transferred to their PayPal individuals need to participate.account.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 29 30. 9. TASKSUMERSGigwalkEasyShiftGigwalkis a free app that provides businesses withLaunched in May 2012,EasyShiftis a smartphonea temporary, mobile workforce. The app connectsapp from San Francisco that rewards users forusers (known as Gigwalkers) with companies thatcompleting Shifts (tasks for other businesses). Shiftsneed on-location tasks completing. Gigwalkersare mapped out so that users can find the nearestare paid to collect, capture and report back withavailable one, whether its answering a few questions,real-world data, using their smartphone. The app or taking a picture of a promotion at a shoppingpushes each Gig to the appropriate person basedmall. Payments are made daily via PayPal, andon their profile and real-time location. Tasks include regular users can build on their reputation to reachverification of urban data (such as street names), opportunities for higher pay.confirmation of in-store product placements, andinformation on local real estate.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 30 31. 10.The quest for sustainable consumption continues, have to step up a gear, and embrace SUPER-ECO,but with many consumers ever more skepticalwhere every aspect of the product or service isof half-hearted eco-initiatives, or indeed seeking unquestionably and utterly sustainable. SUPER-ECOtruly compelling eco-stories, eco-producers willHonest byEcoCleanLaunched in Belgium in January 2012,Honest byisUS-based aluminum manufacturerAlcoaunveiled aan apparel brand and etailer which offers sustainable, new solution to deal with urban pollution. Reynobondfully transparent garment collections for men andwith EcoClean is a smog-eating material whichwomen. For every product available on the Honest cleans both itself and the air around it, decomposingby site, full information is available on manufacturingthe smog, pollutants, fumes and dirt that can coat a(including working conditions), material and supplierbuildings surface.sources, pricing, and ethical or organic certifications.As Honest by supports animal welfare, no apparelusing leather or fur is available, and wool is certifiedas recycled, organic or from ethical sources.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 31 32. 10. SUPER-ECOGru Grococo Lowline ParkGru Grococochocolate bars are made from organicTheLowline Park(once completed) will be a largecocoa harvested and roasted at a solar-powered13-acre subterranean park, constructed on the sitemicrofactory in Grenada. They are transported toof a disused trolley terminal in New York Citys Lowerthe UK via wooden sailing ship (Fair Transport).East Side. A system of fiber optics and solar panelsDuring the journey, products are cooled using solar will light the space and support photosynthesis,and wind-powered refrigerators. The bars cost GBP meaning that plants and trees can survive11.95 each, with 100% of the profits going to the underground.producers.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 32 33. 11. REALConsumers desire to broadcast their lives on socialmore, plus an example of visualizing the number ofmedia is truly unabated (check outSOCIAL-LITES), online likes in the offline world. Sounds confusing?and liking things is an integral part of that. Last The exampleswillmake sense: WORLDyear we saw the first initiatives tobridge the offlinephysical world with online liking: here are a few LIKINGCoachella FestivalC&AAttendees of the 2012Coachellafestival in C&Aintroduced special Facebook-integratedCalifornia were given encrypted NFC enabled hangers across stores in Brazil. The hangers displaywristbands instead of tickets. Those wearing thethe number of times items have been Liked on thewristbands could wave them at various stationsbrands Facebook store, updated in real-time, so thataround the grounds and their Facebook status wouldshoppers can see the popularity of specific products.automatically notify their friends which stage theywere at, and which band they were watching at thatmoment.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 33 34. 11. REAL WORLD LIKING RFID Bracelets Yes, these are turbulent times, but you can still excite consumers.Learn how at one of ourConsumer Trend Seminars (until Oct. 2012).Dont miss out!Several theme parks, includingWavlibiinGive us half a day of your time, and leave the roomBelgium,Luna Parkin Australia, and a temporary knowing about every consumer trend, insight andspace set-up byCoca-Colain Israel, haveinnovation that needs to be on your radar!introduced RFID bracelets that let visitors updatetheir Facebook status while on the move. By swiping trendwatching.com/seminarstheir wrists over sensors before going on rides,participants can Like features, notify friends abouttheir activities, and have their pictures captured andtagged.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 34 35. 12.If individualism is the new religion, then uniquenessSo expect the ARTIFICIAL SCARCITY trend (evenis its goddess. Consumers stand out by doing,more products, services and experiences thatvisiting, owning, wearing, eating, driving, enjoying take scarcity to a carefully crafted extreme), to ARTIFICIALthose products and services that (most) others continue to make waves for quite a while to come. Adont. Yet, with mass prosperity and mass access,few examples (music and food & beverage, but thethats becoming an ever-harder feat to achieve trend applies to all B2C industries) to get you going: SCARCITY(see also our recent Trend Briefing onNEWISM).Adam TenstaDoughnut VaultAdam Tenstalaunched his latest song online in a TheDoughnut Vaultis a Chicago bakery that closesformat which meant that only one person could listen its doors after it sells out of doughnuts. Once the lastto the track at a time. After installing the necessary pastry has been bought, it does not reopen until theapp from Tenstas Facebook page, fans that wishednext morning.to hear Pass It On had to take a place in the digitalline.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 35 36. 12. ARTIFICIAL SCARCITY Absynthe Minded Liberty CoffeeBelgian bandAbsynthe Mindedreleased its latestLiberty Coffeeis a small speakeasy caf inmusic video on a dedicated website where the clip Singapore, that freshly roasts and serves single origincould only be viewed while it was being played live coffees and homemade cakes. They are open whenon the radio. Fans of the band were encouraged to they get a new shipment of coffee in for tasting i.e.contact their local station to request the track. on random days, and sometimes stay closed forover a week at a time. To find out when they aredue to open, customers need to like and follow theirFacebook page for updates.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 36 37. NEXTNext is that you run with these mini-trends. Or at leastwith one of them. But more than one is better ;-)Apply them to your business. Your industry. What newbusiness concepts, new products/services/experiencesor new campaigns can you come up with if you get somecolleagues together and brainstorm for 30 minutes perselected mini-trend? Hey, you can sleep when youre dead.Our next Trend Briefing will feature a MEGA trend, comingyour way early October, so make sure youre subscribed! w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 37 38. NEXT Enjoyed this Trend Briefing? Want more? Click below and make sure you stay on top of all the trends, insights and innovations that matter:Previous Trendsign up BriefingsTrend Seminars To receive our free monthly Trend Briefings Read all our previous free Trend Briefings, all the No time? Attend one of our exclusive trend seminars by emailway back to 2002! and hear about all the key trends, in just half a day.SharetipsPremium ServiceShare this Trend Briefing your team, yourWant to track and apply trends yourself? ClickNeed access to all the vital consumer trends, insightsclients or your friends, and make sure theyre and innovations? Our Premium Service is for you. here for our top tips.in the know too.If you have any comments, suggestions or About usquestions then please do let us know. Just Established in 2002, trendwatching.com is worlds leading brands as clients, while our freeemail: the worlds leading trend firm, scanning themonthly Trend Briefings go out to over 160,000 globe for the most promising consumer trends, subscribers in 180 countries.ANDREA THORN insights and related hands-on business ideas. More atHead of Client Services Our Premium Service counts many of thewww.trendwatching.comandrea@trendwatching.com