This year, everything old is new again

January 3, 2009

With the global recession looming over our heads and naysayers' gloomy forecast for the Year of the Ox (which the more optimistic are quick to dismiss -- after all, doesn't ox rhyme with oks?) everything old is new again. To the three Rs (reading, 'riting, 'rithmetic) we learned in school, please add these two Rs: reuse and repair.

Fresh Ideas Group's 2009 consumer trends forecast describes it as a new pragmatism, a return to the old-fashioned approach to lifestyle choices.

Says Fresh Ideas, "Expect thrift shops and online exchange sites to see sales rise as consumers look for great old products, auto repair instead of replacing, and product maintenance."

This is also the year when people, hoping to cut corners everywhere they can, will prefer cooking at home over eating out (except, of course, if you live alone and it's more economical to buy food outside). After all, home is where the hearth is. Fresh Ideas predicts that home-based activities, like cooking over eating out, crafts, and gardening will be on the rise.

But according to the Zagat survey's 2009 consumer trendspotting, with the economic downturn, there's an upturn of what's called BATH (better alternative to home) restaurants. They're casual, modestly-priced eateries (such as burger joints, pasta-rias, BBQs, noodle houses, etc. and family dining chains). For instance, New Yorkers will see more low-priced prix-fixe meals even in high-end restaurants. Restos will be offering a small-plates menu that costs less (of course, you also eat less). High-level restaurateurs and chefs are coming up with less-expensive spin-offs -- they're shifting to become casual brasseries. Now, that's a sumptuous idea!

Conscious consumerism will be driven by the idea of value related to sustainability, according to Fresh Ideas Group.

Because an ounce of prevention is worth a pound of cure, staying healthy means an ample dose of preventive care. People are popping multivitamin pills, the better to ward off disease. And they're getting a flu shot. Staying healthy will be a priority as health care costs soar.

According to www.trendwatching.com, products and services will incorporate features and attributes "that cater to distinct (if not niche) consumer lifestyles and situations. For example: gloves that keep hands warm and dry while operating electronic gadgets by baring only the wearer's index finger and thumb. And for frequent flyers, there's Estee Lauder's Super Flight Creme Continuous Hydration for Face & Eyes to help skin recover from dry cabin air and jet lag. How beautiful! The sky's no limit.

Indeed, anything that will make life a bit easier in these hard times will be most appreciated.

So, will luxury lose its luster this year?

Not really. But now, consumers will define what luxury is. Call it "luxyoury." Says www.trendwatching.com 2009 trend report, "Lux is up to you. Instead of worrying on missing out on the next big thing in luxury, define it. Introduce something very different, if not the opposite."

It's called discreet chic or recession chic or understated chic.

Add our trendwatchers, "The most important side effect of more austere times is that consumers start questioning what truly makes them happy. Happiness isn't just about consumption. Consumers will look for less costly sources of happiness. Households will go green."

Now, have you decided what makes you happy?

 

---

« More articles about trendwatching.com and our trends