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2010 TREND REPORT
www.trendwatching.com/premium
1 2
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TABLE OF CONTENTS I
TABLE OF CONTENTS II
WHY TRENDS?
Without a point of view...
APPLY
Easy-peasy
TREND WISDOMS
Don’t be too earnest!
Q3 2010 AND BEYOND!
All’s not lost
STATUSPHERE
1
STATUSPHERE
There’s more than ‘BIGGER, BETTER, HARDER’
STATUSPHERE
SUV versus cargo bike?
STATUS-LESS
Status-less consumption?
HAPPYNOMICS
Happiest nation on earth?
HAPPYNOMICS
Nothing ever changes
HAPPYNOMICS
The joys in life
STATUS SKILLS
Skills are the new status symbols?
STATUS SKILLS
By Lauren Luke
STATUS STORIES
Brands helping consumers tell a story
STATUS STORIES
Laphroaig’s plots
GRAND OVERHAUL
2
GRAND OVERHAUL
Extinction or excitement?
EXPECTATION ECONOMY
The arena will always be brutal
EXPECTATION ECONOMY
What and who are you up against?
GENERATIONG
3
GENERATION G
Liberality in giving or willingness to give
GENERATION G
Free Cone Day!
(CO-)DONATE
IKEA’s SUNNAN LED desk lamp
BRAND BUTLERS
Orange & Got Wind
FREE LOVE
Alain de Botton & Heathrow
PERKONOMICS
A new breed of perks and privileges
PERKONOMICS
Jeff Beck & American Express
TRYVERTISING
It’s the experience, not the message
TRYVERTISING
LCAFE
R.A.K.
Random Acts of Kindness
ON
4
ON
Access is the new oxygen
ON
Er... Make that 2 billion ;-)
ON
The number of tweets, so far
ON = OFF
Offline is adjusting to (and mirroring) online
ON = OFF
Craftsquatch
ON = OFF
Digitalsoaps
ON = OFF
Justin Timberlake & Givenchy: Play
ON = OFF
Since 1759
(UN)REAL
5
(UN)REAL
Sure
(UN)REAL
It’s RAW out there
GROW(N) UP
Wine Cellar Sorbets and Philips’ Relationship Care
GROW(N) UP
Downi Productions
FAKETASTIC
Fake done well
FAKETASTIC
Comme des Garcons’ Series 6 Synthetics
INFOLUST
6
INFOLUST
Screw information overload
CHECKING
I Google, I check, I know
CHECKING
Marc by Marc Jacobs QR code
TRACKING
PackageTrack
ALERTING
Crème Brûlée Cart
MAPMANIA
Maps are the new interface
TRANSPARENCY TRIUMPH
Tyranny or triumph?
TRANSPARENCY TRIUMPH
Transparency will be a given
TRANSPARENCY TRIUMPH
Do you know whose reviews you’re lapping up?
TRANSPARENCY TRIUMPH
How low can you go?
SURRENDER
7
SURRENDER
The Mega Countertrend
OPENLY OPAQUE
To be or not to be
NOWISM
8
NOWISM
Global pulse
NOWISM
Living the live
NOWISM
Raising expectations
POPUPPING
Temporary brand manifestations that won’t go away
LOCALITY
9
LOCALITY
Meeting up is the new staying home
LOCALITY
Absolut Cities Series and ‘Essential Waitrose’
LUXYOURY
10
LUXYOURY
Luxury is what you want it to be
GREENEST
11
GREENEST
Don’t just be green, be the GREENEST
GREENEST
What is your (world’s) first?
GREENEST
Everyone’s joining the game
JOYNING
12
JOYNING
Cooperate or perish?
BRANDED BRANDS
Louis Vuitton & Takashi Murakami
CUSTOMER-MADE
Co-creation is alive and kicking
CUSTOMER-MADE
A beta-mindset is a joy forever
CUSTOMER-MADE
Android and Pepperami
CROWD-EXPRESS
Is there anything the crowd can’t do?
DIY / MIY
Extreme CUSTOMYZATION
SELLSUMERS
Some money on the side for everyone
SELLSUMERS
Yet another manifestation of consumer power
CLOUT
Beware the swarm
CLOUT
ShopMob
INTENTION
Transparency of intentions is the Next Big Thing
BRAND ME
13
BRAND ME
Are you as transparent as your customers?
BRAND FABRIC
14
BRAND FABRIC
At your service
BRAND FABRIC
Bring back creativity, if not joy
INNOVATIONOVERDOSE
15
PINK PROFITS
Ben & Jerry’s Hubby Hubby
FEMALE FEVER
The under-served market of all markets
FEMALE FEVER
Densia, PortaJane and One White Pearl
BOOMING BUSINESS
They’re everywhere
BOOMING BUSINESS
Allstate’s InSight (brain-building video games)
MINISUMERS
Don’t be evil
MINISUMERS
Ford’s MyKey
TRIBEFACTURING
Don’t advertise to tribes, make something for them
TRIBEFACTURING
Star Trek scents and Pink’s iPod Commuter Tie
D(I)ESIGN
Mini concept coupé
CONVENIENCE
The Standard Hotel & André Balazs
CUSTOMYZED
Best Made Co.
THE END
(and the beginning)
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