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TRENDS: REFRESHED Remember these 5 trends? They keep on giving.’s free monthly Trend Briefing July /August 2013

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Trend watchers – us included – love to obsess over the new. But regular readers often ask us what’s happened to past trends, and of course that’s something we religiously track too. Which is why this month, we take a look back at five past trends*, including one from 2009 (gasp!): the developments, the status quo, and the many future innovation opportunities they will continue to offer (for those who still need their NEWISM-fix ;)

Transcript of’s TRENDS: REFRESHED

  • 1. TRENDs:REFRESHEDRemember these 5 trends? They keep on giving.trendwatching.coms free monthly Trend Briefing July /August

2. TRENDs: 2Trend watchers us included love to obsess over the new. Butregular readers often ask us whats happening with previoustrends, and of course we religiously track them too. Whichis why this month, we take a look at five previous trends*,including one from 2009 (gasp!): where they are now, wherethey are headed, and the many opportunities they continue tooffer (for those who still need their NEWISM-fix ;)* These are a random selection. We could have picked almost any of our past trends here (exceptfor perhaps JINGLE CASTING ;-), because powerful trends being rooted in deep consumerneeds, wants and desires dont just disappear, or stop being relevant once they get absorbed intothe mainstream. They continue to evolve, they spawn sub-trends, they combine with other trendsto form hybrid trends and so on1. SELLSUMERS Will there be any consumers left NOT makingsome money on the side?2. MATURIALISM Its a raw, transparent, mature world out there:time for brands to grow up or give up.3. POINT & KNOW Get ready for a POST-POINT & KNOW future.4. ECO-SUPERIOR Why even carbon-neutral wont cut it.5. MADE FOR BRIC And now lets get busy with MADE FOR N11. 3. TRENDs: 31. SELLSUMERS |Whether its selling their insights to corporations,hawking their creative output to fellow consumers,or renting out unused assets, consumerswill increasingly become SELLSUMERS, too.Made possible by the online revolutions greatdemocratization of demand and supply, andfurther fueled by a global recession that leavesconsumers strapped for cash, the SELLSUMERSphenomenon is yet another manifestation of themega-trend that is consumer participation.This is now a trend that is totally and utterly mainstream, with a whole host ofplatforms servicing every aspect of the ever-growing SELLSUMER economy, fromapartments to cars to food and beyond. And since 2009, as everything socialand mobile has exploded, (re)selling ones goods or time or expertise, is infinitelyeasier, more convenient, more transparent, and more reliable than ever before, asthe examples below show.With SELLSUMER options now available in almost every sector, expect platformsto combine or integrate their offerings with other, complementary platforms: thinkbeing notified of local cars to rent when you book an apartment on Airbnb, ornearby home-cooked meals.The SELLSUMER trend also heralds a bigger shift in the consumer arena. Aspeople become (mini) businesses themselves (or at the very least deal with fellowSELLSUMERS more often), they will expect traditional businesses and brands tobehave differently too; for interactions to be more authentic, generous, human,and on an equal footing.Will there be any consumers left NOT making some money on the side?sellsumers:NOWNEXTWe defined this trend back in 2009 as: 4. TRENDs: 4In April 2013, peer-to-peer car rental service RelayRidesadded its Renting Social feature. Users can advertise thefact that they want to rent a car to their Facebook friends,who can then make their vehicles available through themarketplace. The process aims to reduce the probabilityof dealing with unknown third parties.RelayRides: Renting Socialenables users to request cars fromtheir Facebook friendsBack in 2009, Airbnb had just launched. The site recentlyannounced that the number of spaces listed on the sitegrew from 120,000 to 300,000 during 2012, and in the sameyear, 3 million guests traveled using the site (comparedto the 1 million in the three years from launch to the startof 2012). The company also opened 11 global offices,including Singapore, Delhi and So Paulo.Airbnb:Doubleslistingsin2012SELLSUMERS //EXAMPLESImage via Mashable 5. TRENDs: 5Launched in April 2013, Sold. aims to make selling onlinecompletely seamless for aspiring SELLSUMERS. Usersof the mobile app take a photo of the object they wishto sell, and using smart pricing analytics*, the serviceattaches a price tag and finds a buyer. Once a sale hasbeen agreed, sellers are sent a Sold. box, which comespre-paid, pre-labeled, pre-insured, tracked, and filled withbubble wrap. They can then leave it at a designated drop-off spot, or arrange to have it picked up by the Sold. team.* Hows that for a POINT & KNOW (see below) crossover? ;)Sold.: Hassle-free SELLSUMERserviceThuisafgehaald is a platform which connects domesticchefs in the Netherlands to hungry diners. Launched inMarch 2012, users post details of the meal on offer, set aprice (or offer it for free), indicate when it will be served,the number of servings available, as well as a photographif available. The site has over 5,500 chefs registered inthe Netherlands, and has expanded to cover 9 countries,including the US, UK, Germany and Sweden.Thuisafgehaald:Dutchwebsiteenablesaspiringchefstosellhome-cookedmealsSELLSUMERS //EXAMPLES 6. TRENDs: 62. MATURIALISM |Thoroughly exposed to (if not participating in) anuncensored, opinionated and raw world (especiallyonline!), experienced consumers no longer toleratebeing treated like yesteryears easily shocked,inexperienced, middle-of-the-road audiences.Able to handle much more honest conversations,more daring innovations, more quirky flavors, morerisqu experiences, these consumers increasinglyappreciate brands that push the boundaries.The MATURIALISM trend is now less about shock-value, and more aboutentering into a mature exchange with consumers, as shown by the UNICEFand Samoa Air examples below. Start by being brutally honest, if not totallytransparent (if not FLAWSOME).Brands that want to up their maturity levels should think about becomingDEMANDING BRANDS. Forget putting the customer first, dont just ask nicely,its time to take the pro-active step of demanding customers take painful-but-much-needed actions, with you setting the right example, of course. Rememberthough, customers have to care about what you demand from them, and moreimportantly why. So make it matter.Its a raw, transparent, mature world out there: time for brands to grow upor give up.MATURIALISM: NOWNEXTThis is what we said about MATURIALISMback in 2010: 7. TRENDs: 7April 2013 saw Samoa Air launch its A kilo is a kilo is akilo scheme. Passengers ticket prices are calculatedon the total weight they wish to be transported (i.e. theweight of themselves and their luggage), with ratesstarting from USD 0.50 per kilo on selected flights.Samoa Air: Airline chargespassengers by weightApril 2013 saw UNICEF Sweden launch its hard-hittingLikes dont save lives fundraising campaign, designed tospread awareness that social media Likes have limited orno real-world impact, and dont finance the delivery of life-saving vaccines.UNICEFSweden:LikesdontsavelivescallsoutslactivistsMATURIALISM //EXAMPLES 8. TRENDs: 8February 2013 saw the Hachikyo seafood restaurant inJapan introduce a scheme where diners not finishingtheir tsukko meshi (rice and salmon roe) dish, must paya fine and donate to a fund for local fishermen. Themenu explains that the donation is designed to highlightthe dangerous working conditions for the fishermen whoharvest the roe.Hachikyo: Seafood restaurant finesdiners for not finishing their mealDuring May 2013, the Organ Donor Foundation of SouthAfrica hosted The Exchange, a pop-up shop to encouragedonor registration. The shop was stocked with designer-donated clothing and accessories, but items could not bepurchased with cash or credit cards. Instead, only onceconsumers had signed up to the Foundations organ donorprogram, were they allowed to choose one item from theshop.OrganDonor Foundationof SouthAfrica:Pop-up shop requirescustomers toregister as organdonorsMATURIALISM //EXAMPLES 9. TRENDs: 93. POINT & KNOW |With textual search and information nowabundantly available to most people most of thetime, the race is on to make instant visual searchand information ubiquitous too. Any real worldobject (if not person) will soon be able to beknown by on-the-go consumers equipped withsmartphones, which can be pointed at anything toretrieve/ find related information on a whim. Andyes, some commerce may follow from that as well;-)With the advent of wearable technologies (from Google Glass to Apples rumoredSmart Watch, not to mention countless other similar initiatives, from Sony to start-ups on Kickstarter), this is one trend that is subject to massive acceleration.Indeed, expect smartphones to face ever-stronger competition from devices thatare increasingly worn if not seamlessly integrated into consumers vision,clothes or bodies.While much of the current discussion about wearables revolves around privacyimplications and the challenges of social acceptance, past evidence suggestswearables will be completely mainstream sooner than most people can or like toimagine, perhaps even in a matter of years.And behavior change will happen very quickly, once brands stop getting excitedabout simply being able to push alerts literally into peoples faces (no, better adswont be the killer app), and start thinking about the new potential capabilities,behaviors, interactions, platforms, tools and services that will be unlocked bywearable devices, fueled by everything from ubiquitous data streams to hyper-contextual awareness to anticipatory computing. Just look at the new behaviorsand expectations unlocked since the iPhones touchscreen & App Store platformbroke the simply more-convenient-email-on-the-go paradigm of pre-2007smart phones (PLANNED SPONTANEITY being just one).Get ready for a POST-POINT & KNOW future.POINT-KNOW-BUY:NOWNEXTNot too long ago, February 2012, we lookedat the POINT-KNOW-BUY trend, saying thefollowing: 10. TRENDs: 10Traditional augmented reality still offers endlessopportunities for innovative brands around the world.April 2013 saw the Indian cricket team Royal ChallengersBangalore launch their new augmented reality ticket app,enabling fans to point their phone cameras at their papertickets in order to access live traffic information, parkinginformation and a 3D stadium view.RoyalChallengersBangalore:IndiancricketteamoffersfansextradigitalinfofromphysicalpaperticketsIt took Shazam, one of the pioneers of POINT & KNOWtechnologies, over 10 years to create 1 billion audio tags,but it announced in February 2013 that its 300 millionusers were now generating 1 billion tags in 3 months. Theservice updated its iPad app in May 2013 to offer automatictagging, enabling viewers to seamlessly access additionaldigital information on TV shows, ads or when listening tomusic.Shazam:Userscreateover10milliontagsadayPOINT & KNOW //EXAMPLES 11. TRENDs: 11US eyewear brand Oakley has already demonstrateda practical application for wearable KNOW devices.In October 2012, the brand launched its Airwave SkiGoggles, which feature integrated Bluetooth and GPS.The goggles deliver real-time performance analytics andnavigational information in front of the skiers eyes, withinformation delivered on a prism technology display toavoid optical re-focusing. The goggles retail at USD 599.OakleyAirwave:GPS-enabledgogglesallowskierstomonitorspeed and performanceGoogles wearable computing project, Glass, is currentlyonly available to developers, but that hasnt stopped feverishspeculation as to potential uses. Already, current featuresinclude navigation (to allow users to see turn-by-turn directionsas they walk around), a camera (able to capture point-of-viewimages and video), alerts (from social networks or publisherssuch as the NYT). More creative proposed uses include Insight,a visual fingerprinting app that allows users to find friendsin a crowd by tagging their clothes, the ability to check onand control connected objects (such as the Nest thermostat)via voice controls, healthier living via real-time productinformation, on-the-fly translation, the list goes on and onGoogleGlass:Setforcommerciallaunchlate2013?POINT & KNOW //EXAMPLES 12. TRENDs: 124. ECO-SUPERIOR |When it comes to green consumption, expecta rise in ECO-SUPERIOR products: productsthat are not only eco-friendly, but superior topolluting incumbents in every possible way.Think a combination of eco-friendly yet superiorfunctionality, superior design, and/or superiorsavings.Despite many new products making strides to reduce their environmental impact,increased global wealth and the spread of industrialization and consumerismmeans too often the overall effect is minimal. Indeed May 2013 saw theconcentration of CO2 in the atmosphere pass 400 parts per million for the firsttime*.Which is why the only real sustainable future will be rooted in products that arenot just better than (polluting) alternatives, but products or services that aretruly ECO-POSITIVE: i.e. whose consumption or existence actually benefits theenvironment and leaves a lasting positive impact.Why even carbon-neutral wont cut it.ECO-SUPERIOR: NOWNEXTWe flagged ECO-SUPERIOR as a trend towatch for 2011, saying:* Source: U.S. Department of Commerce & National Oceanic & Atmospheric Administration 13. TRENDs: 13Netherlands-based gift store niko niko is offering Throw &Grow event confetti, which grows into wildflowers after itsbeen used. The confetti is made of biodegradable materialembedded with wildflower seeds. When the confetti isthrown, it can be left to naturally disintegrate and if itlands on fertile soil then it may grow into plant life.Throw & Grow: Confetti grows intowildflowers after its been usedIn Q4 2012, Perus University of Technology andEngineering (UTEC) created a billboard that generateswater by extracting it from humidity in the air. In its firstthree months it collected over 9,000 liters of drinkablewater, enough for hundreds of families per month.UTEC:Billboardextractsmoisturefrom theairtogeneratewaterECO-SUPERIOR //EXAMPLES 14. TRENDs: 14Opened in December 2012 in Hong Kong, the Zero CarbonBuilding produces more energy than it consumes. Usingover 80 different green energy-saving technologiesincluding photovoltaic solar panels, natural ventilation,micro-wind turbines and biodiesel fuel generators fed byused cooking oil, the building produces surplus energyof up to 99 megawatt hours per year, which is pumpedback into Hong Kongs public power grid. It cost HKD 240million to build.Hong Kongs Zero Carbon BuildingCompleted in April 2013, the Torre de Especialidadesbuilding (part of the Mexico City hospital) absorbs andbreaks down chemicals in the surrounding air. Theconstruction features a layer of tiles painted with titaniumdioxide, which reacts with UV light to break down pollutioninto less toxic chemicals such as CO2 and water. TheProsolve370e tiles were developed by Berlin-based designfirm, Elegant Embellishments.TorredeEspecialidades:Hospitalbuildingfeaturespollution-fightingexteriorECO-SUPERIOR //EXAMPLES 15. TRENDs: 15Scheduled to open in Q3 2013, The Green Leaf Inn inDelavan, Wisconsin is a net-zero energy hotel that willgenerate more electricity than it consumes. The boutiquehotel includes an on-site aerobic wastewater treatmentsystem, a wind turbine, multiple solar panels and arainwater collection program. Rooms are equipped withen-suite bathrooms and hot tubs, while QR codes enableguests to discover more about the energy initiativesthroughout the hotel.GreenLeafInn:WisconsinhotelgeneratesmoreenergythanitusesECO-SUPERIOR //EXAMPLESWe obviously offer much more than justmonthly free Trend Briefings.Check out our PREMIUM SERVICE and becomean instant Trend Expert.Find out more 16. TRENDs: 165. MADE FOR BRIC |Expect an increasing number of Westernbrands to launch new products or even newbrands dedicated (if not paying proper respect) toconsumers in emerging markets.With the IMF announcing that this year will see the GDP of emerging markets exceedadvanced markets for the first time (USD 44.1 trillion against USD 42.7 trillion*),brands will continue to find endless opportunities in the ever-growing consumerclasses in the BRIC economies, as shown by the LOccitane example below.The next step for ambitious global brands? Extend the MADE FOR concept oftailored, localized products beyond Chinese, Indian and Brazilian consumersinto N11 markets: Bangladesh, Egypt, Indonesia, Iran, Mexico, Nigeria, Pakistan,Philippines, Turkey, South Korea and Vietnam, and beyond. Coming soon?BRIC brands launching tailored products celebrating N11 markets, too, as theEMERGING trend continues to evolve as well.And now lets get busy with MADE FOR N11.MADE FOR BRIC:NOWNEXTMADE FOR BRIC is just one of the manytrends weve seen as power shifts towardsemerging markets. In 2010, we said:* Measured in Purchasing Power Parity terms (IMF, October 2012). 17. TRENDs: 17We featured Absoluts City Series back in 2009, as part ofour URBAN PRIDE trend, and now the brand has taken theinitiative global, collaborating with Mexican tattoo artistDr. Lakra to create three custom-made vodka bottles inAugust 2012. Taking influences from Mayan culture andtraditions, the colorful bottles (available exclusively inMexico), showed Balam the warrior jaguar, Kukulkan thefeathered serpent, and Hurakan the god of wind, fire andstorm.Absolut: Mexico-themed bottlescelebrate local artists and cultureIn March 2013, French beauty brand LOccitane announcedthe development of a line of products that will be producedentirely in Brazil, using ingredients from some of thenations indigenous plants (such as the Mandacarucactus). LOccitane au Brsil will be sold in all 89 of BrazilsLOccitane retailers for the first year of production. In futurethe brand intends to distribute it globally.LOccitane:FirstrangeofcosmeticsmadeoutsideofFranceMADE FOR BRIC //EXAMPLES 18. TRENDs: 18December 2012 saw the release of an edition of theboard game Monopoly, set in Lagos. Places on the boardhave been changed to match real locations in the city(the artificial Banana Island is the most expensive spot),and the chance cards reflect the challenges faced byNigerian citizens, one reads: For attempting to bribe alaw enforcement agent, pay a fine. Partners in the projectinclude the Lagos State Government, First Bank of Nigeria,Guaranty Trust Bank and THISDAY Newspaper.Bestman Games: First everNigerian edition of Monopoly, setin LagosIn May 2013, Lamborghini unveiled the Gallardo MLE: aspecial Malaysia-only vehicle. The result of a partnershipbetween the Lamborghini Kuala Lumpur dealership andItaly-based Automobili Lamborghini, only 20 of the vehiclesare being manufactured, each with a limited editionnumbered plaque. The Gallardo MLE is priced at MYR868,000 (USD 285,996).Lamborghini:Malaysia-only,limitededitionvehicleMADE FOR BRIC //EXAMPLES 19. Want more?Our Monthly Free Trend Briefings1. Our Premium Service2.Subscribe to our Monthly Free Trend BriefingSUBSCRIBE ME See our previous TrendBriefings here 20. TRENDs: 20NEXTUltimately, trend watching is all about applying. If you dont use consumer trends and insights as inputfor your innovation processes, then theyre nothing but nice to know. So run with them, combine them,take them in new directions. If you dont know where to start, check out our free TIPS page, whichcontains tips on how to apply trends. And ideally, youll end up driving the evolution of a trend, too.Last but not least, if youre really serious about staying on top of all the latest consumer trends andrelated innovations, as well as having access to proven tools and approaches that will inspire newproducts, services, campaigns, or even whole new business models, then check out our PremiumService. At less than the cost of your daily caffeine fix, its guaranteed to give you an unfair competitiveadvantage. Today ;-)Our next free Trend Briefing an in-depth look at DEMANDING BRANDS will hit your inbox on 3September 2013, so make sure youre subscribed. Until then, happy tracking, evaluating, initiating andinnovating! 21. To receive our free monthly TrendBriefings by email.Need access to all the vital consumer trends, insights and innovations in 2013 & 2014?Our Premium Service is for you.2013 Premium ServiceShare this Trend Briefing with yourteam, your clients or your friends, andmake sure theyre in the know too.If you have any comments, suggestionsor questions then please do let us know.Just email:PAUL BACKMANClient Services [email protected] usEstablished in 2002, trendwatching.comis the worlds leading trend firm, scanningthe globe for the most promising consumertrends, insights and related hands-onbusiness ideas. Our Premium Service countsmany of the worlds leading brands asclients, while our free monthly Trend Briefingsgo out to over 200,000 subscribers in 180countries.More at www.trendwatching.comNEXTEnjoyed this Trend Briefing? Want more?Click below and make sure you stay on top of all the trends, insightsand innovations that matter:Sharesign up