06 Feb 12
A Flood of Trends
by Zoe Richards, Insight Director
There aren’t many great things about January, but one thing we were able to get excited about last month was the wealth of consumer trend reports and predictions that were published throughout the industry. Some will inspire, some might be a little scary, but being aware of what might be happening or about to happen should at least generate some new ideas.
Hardly any commentator can avoid mentioning the impact the economy is having on consumers, but as this trend continues - perhaps longer than was first expected – it’s becoming the new ‘normal’. Whether the changes in behaviour this sparks will become widespread or will last is another question.
Advances in technology are also featuring heavily in the reports (and there are plenty that focus only on digital trends and technologies). In many ways the consumer is becoming more empowered by technology. This makes it even more important to understand their needs and expectations. Rather than jumping on each passing digital bandwagon, a brand needs to consider whether their marketing actions are adding sufficient value to their proposition in the consumer’s eyes. This may require taking a step back to remember exactly what that proposition is in the first place.
Here are 3 perspectives on 2012 trends to whet your appetite.
Marketing's 12 ideas for 2012
JWT Intelligence's 2012 and Beyond
And on a more cautious note, a good question to ask before embracing a trend whole-heartedly is whether you can see the roots of this trend in some of the universal truths which guide human motivation and behaviour.
http://www.marketingmagazine.co.uk/news/1114632/Helen-Edwards-Knowing-when-ignore-trend-predictions/?DCMP=ILC-SEARCH