August 2009 | Instead of ambushing you with yet another Big New Trend this month, we decided to make life (somewhat) easier for all of us, and send you an overview of the trends we’ve covered so far in 2009. From LUXYOURY to ECO-TRANSIENT to LESS & LONGING. Please study the theory, scan the many examples, and get ready for a no doubt turbulent remainder of 2009.
Required office/plane/beach reading to follow below
Introduction | We’re past mid-year, and as expected, 2009 has so far proven to be quite 'eventful'. But there’s still no shortage of innovation, of brands doing interesting things (sometimes on very low budgets), of emerging consumer trends begging to be capitalized on. So get a comfy chair, lounger, or seat, and catch up on our last six Trend Briefings. You know, the ones that you deleted from your inbox when things were just too hectic. Take your pick:
FOREVERISM (June/July 2009) | “Encompasses the many ways that consumers and businesses are embracing conversations, relationships, and products that are ‘never done’. Driving its popularity is technology that allows them to find, follow, interact and collaborate forever with anyone & anything.”
INNOVATION JUBILATION (May 2009) | “ There will never be a shortage of smart new ventures, brands, goods and services that deliver on consumers’ wants and needs. And if those wants and needs currently revolve around practicality, efficiency and responsibility, and less about traditional luxury, splurging and upgrading, then that’s what brands should deliver on. Which seems doable, judging from the dozens of recent innovations we rounded up for this briefing, courtesy of our sister-site Springwise. “
SELLSUMERS (April 2009) | “Whether it’s selling their insights to corporations, hawking their creative output to fellow consumers, or renting out unused assets, consumers will increasingly become SELLSUMERS, too. Made possible by the online revolution’s great democratization of demand and supply, and further fueled by a global recession that leaves consumers strapped for cash, the SELLSUMERS phenomenon is yet another manifestation of the mega-trend that is 'consumer participation'.”
ECO-BOUNTY (March 2009) | “Refers to the numerous opportunities, both short and long term, for brands that participate in the epic quest for a sustainable society. Some of these opportunities exist despite the current recession, others are fueled by it, not in the least because of new rules and regulations. Downturn-obsessed brands who lose their eco-focus will find themselves left out in the cold when the global economy starts recovering.”
GENERATION G (February 2009) | "Captures the growing importance of 'generosity' as a leading societal and business mindset. As consumers are disgusted with greed and its current dire consequences for the economy—and while that same upheaval has them longing more than ever for institutions that care—the need for more generosity beautifully coincides with the ongoing (and pre-recession) emergence of an online-fueled culture of individuals who share, give, engage, create and collaborate in large numbers. In fact, for many, sharing a passion and receiving recognition have replaced 'taking' as the new status symbol. Businesses should follow this societal/behavioral shift, however much it may oppose their decades-old devotion to me, myself and I.”
2009 predictions (January 2009) | “Check out NICHETRIBUTES, LUXYOURY, FEEDBACK 3.0, ECONCIERGE, MAPMANIA & HAPPY ENDING: half a dozen trends which we published at the beginning of this year. All of them (still) begging to be applied profitably, both now and long-term.”
Stay tuned for our September 2009 Trend Briefing, on TRANSPARENCY TRIUMPH & OPENLY OPAQUE, which will be available on 9 September. Until then, good luck with catching up, plotting, and planning (and yes, even relaxing a bit).