Attending a trendwatching
conference is both good and bad. It’s good because it fills your mind with new innovations and ideas for changing the world. It’s bad because it fills your mind with new ideas for changing the world…
After a half day spent listening to and discussing the latest trends from around the globe, I am here attempting to sum it up in a way that can relate back to the world of marketing for mountain sports and the outdoors. Instead of a long recap, here are just 5 trends that you should be aware of and perhaps have a way to apply to your business and your customers.
First, a definition of trend:
TREND #1 – STATUSPHERE
Like it or not, the need for recognition and status is at the heart of every consumer trend. Status is the ultimate (hidden) motive, a subconscious but ever-present force. There are a ton of different ways for consumers to get their status fix and most of these are fascinating. Status these days can be about acquiring skills, about eco-credentials, about generosity and about connectivity, as in these examples below.
A luxury hotel that allows guests to pick their own food from the farm next door and have this cooked for them at dinner time.
Almost a million people playing online to “Earn Joy” and choose real world projects to help fund while having fun with your friends. http://apps.facebook.com/wetopia
We see more and more of these cycle-in cinemas and tv’s or computers that are powered by human force. In this London cinema, the movie stops is the cycling stops.
TREND #2 : NEWISM
- “Mobile data traffic in 2011 was eight times the size of the entire global Internet in 2000.”
- “63% of women and 73% of men ages 18-34 say they don’t go an hour without checking their phones.”
Online culture is THE culture. Success will be about seamlessly bringing the features consumers love about their online world into the offline world.
This retailer in Brazil introduced facebook-enabled clothes hangers. This enables a buyer to see how many Facebook likes an item of clothing has, displaying them on a screen built in the hangers to show real-time endorsements for a particular product. This follows the trend for third party validation of product choices and the desire for constant real time information while shopping.
TREND #3 – CITYSUMERS
- “67% of urban consumers identify themselves with their city, almost as many as the 69% that identify themselves with their nation”
Urban consumption is a different beast.
Constant choice, abundance and never-ending newness make urban consumers more focused on experiences, more sophisticated, more demanding and more mature. One example of that is the rise in urban pride.
TREND #4 – MOBILE MOMENTS
Are we all sick of talking about mobile?
Don’t expect the buzz to back off any time soon.
In Sydney, you can scan the back of your cinema seat and order your lunch to get delivered to your chair while you watch the movie.
QR code shopping walls started a while ago and are now common in lots of cities, including Toronto. Waiting for the subway and buying your laundry detergent, toilet paper and other necessities to get delivered to your home is now mainstream.
TREND #5 – FUZZINOMICS
The relationship between producer and consumer or brand and customer is ever more blurred.
Consumers can now easily unlock the value of their past purchases and ‘trade in to trade up’, alleviate financial strains, and/or quell environmental and ethical concerns.
A new loyalty program driven by fashion retailer Mango will enable customers to obtain discounts on new clothes from 20% in exchange for returning used clothes purchased from any of their stores in Spain within a period of one year. 1% of the value of the returned items will be donated.
Consumers are not just buying finished products, but willingly and enthusiastically supporting and participating in the funding and production of goods.
In this example, a couple guys from Vancouver wanted to build a customizable watch to download new watchfaces, use sports and fitness apps, get notifications from your phone. They put it on kickstarter and raised over $10million dollars.
In the case of smallknot, you can invest in the small business the you love in your neighbourhood. A look at their website reveals that lots of people are willing to give good money to keep the local café in business or to help start up a photography studio.
If you made it to the bottom of this post, thanks! You’re a trendhunter indeed. If you want to have a copy of the full presentation, just email me: email@example.com and I’ll get it your way.