Trendwatching.com’s
top 10 consumer trends for 2010:
1.
Business as unusual: Companies must move
“with the culture,” meaning they need to be transparent
and honest about their efforts to conduct
environmentally sustainable business practices and
genuinely collaborate with their customers rather than
try to dictate to them. Trendwatching.com cites Google,
Amazon, Zappos and Virgin as four companies that are
successfully conducting “business as unusual.”
2.
Urbany: As of 2008, more than
half of the world’s population resides in cities. This
means increasingly sophisticated consumers want daring
goods, services, experiences, campaigns and
conversations.
3.
Real-time Reviews: Consumers are
constantly online with immediate access to reviews of
products and services by fellow consumers. Companies
must either offer products and services which are so
good they are beyond criticism or involve customers in
product design from day one to minimize the chance of a
bad reaction.
4. (F)luxury:
Consumers
want luxury, but there is no longer a clear definition
of “luxury.” To create a sense of luxury, companies
should produce products and services that are scarce or
radically different from what is on the marketplace.
5.
Mass Mingling: Consumers who interact
online through social networks increasingly are taking
those virtual relationships into the “real world.”
Companies should help facilitate real-world meetups
from social networks in a way that promotes their
brand.
6.
Eco-Easy: Time-strapped
consumers want to be ecologically conscious but don’t
want to expend time or effort in doing so, creating a
market for products and services that make it easy to
be “green.”
7.
Tracking & Alerting: Using online
technology, consumers want to instantly track and be
alerted of events and information they find interesting
or important.
8.
Embedded Generosity: Consumers will
continue to respond well to products and services which
have a charitable component, such as apparel items
which have a portion of their profits donated to a
worthy cause.
9.
Profile Myning: Consumers are
increasingly protective of their online privacy and are
receptive to products and services which offer security
for online social networking activities.
10.
Maturalism: Short for “mature
materialism,” this trend revolves around consumers’
increasing receptiveness to products, services and
advertising campaigns which are edgy, controversial and
push social boundaries.
Source: Trendwatching
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