Trend-Hunters or Trend-Creators?

Some food for thought for communicators is to know and learn about new trends that will shape the years to come, especially consumer trends. A great read on the topic is trendwatching.com (@trendwatching on Twitter), οne of the world’s leading trend firms, which specializes in scouting for, identifying and explaining trends. Whatever they are, trends influence consumers’ behaviors and as communication people it’s essential to have an edge and keep an open mind. While a trend alone cannot be the basis for brands strategies, they play their part in devising communication activities that are current and appealing. Now and Forever Two mega-trends of 2009 – Nowism and Foreverism –are seen as powerful for coming years and both relate to the ever evolving online world.  Nowism reflects the (now established) need for instant gratification, knowing what everyone does at all times and sharing experiences instantly with the world.  While this has lots to do with everything digital, a sub-trend that emerged is enjoying things ‘live’, off-line, with ‘warm bodies’. American Airlines shows this best through this campaign: Foreverism builds on Nowism showing how, from now on, we will always rely on the fact that people can be found, they always interact and information lasts forever in the digital world.  Many brands understood this will be business as usual rather than a trend and joined the 2.0 conversation. Key trends for 2010 Urbany is a trend we’ll be hearing more and more of during this year. From developing regions like Asia which will become increasingly urban, to designers who theme products after mega-cities, it’s all about being a global citizen. A new definition of luxury is also coming as the concept evolves from the material to the less tangible, defined by Fluxury (flux luxury). We establish what luxury means for us and perhaps it will be beyond ‘more expensive’ and quantified in time, access, perspective, [………] – you fill in the blanks. Anything limited fuels the need for feeling special and unique for many people and the Limited Locations trend is spot on. One of the easiest to apply in consumer communication that we have seen evolving in the past years (not so much in Eastern Europe though). Something is sold in just one location for just a limited amount of time. Shops even appear in the middle of parks for a weekend! If timeless and trends can be in one sentence, they must refer to things ‘eco-friendly’ and ‘giving back’. These two trends, Eco-Easy and Embedded Generosity have a wider audience to address each year and such elements can be easily incorporated in communication programs. Among the top 10 trends, Maturalism (mature materialism) taps into how far brands and people will go in moving with the global culture. Sorbets tasting like wine and boutique ice-creams are just some of the more diverse marketing stunts. A more risky take, but as the creators say, not one to ignore for brands who consider the future, less-uptight generations of customers. Click to read the entire briefing on the “10 Crucial Consumer Trends of 2010” Finally, not all trends relate to everyone and every trend can generate an anti-trend in the run for individuality and being different. When something is of mass-interest it becomes ‘now’ to have exclusivity, snack food turns to slow-food and hyper-tasking gives in to ‘simply ordered’. It ultimately means that shaping or even creating trends is up to people and brands that have an influence as long as, a) – they understand what is now, b) – can give it a spin and c) – more people realize it.