2012 has launched itself with aplumb -- there was the spectacular New Years Eve fireworks in Sydney, and Melbourne's fizzle with the arts centre catching fire. There has been blistering heat and torrents of rain but alas we made it through and now begin to buckle down for a year of achievement and expectations.
To get everyone in the mood, it is timely to look at what is beyond January, what trends will impact our business, and what consumers will demand of us and our services. And for this, many thanks to the global network of trend spotters.
In no particular order, consumer trends for 2012 will be all about;
- Point & Know -- this is the instant visual information gratification brought into the real and visual world with objects and people.
- Emerging Materialism -- embrace the brands that push boundaries. 2012 will encompass products, services and campaigns from emerging markets in frank, risque and non-corporate ways.
- Screen Culture -- the explosion of touchscreens, smartphones, tablets and "the cloud" will see a screen culture which is pervasive, personal and much more interactive.
- Recommerce -- trading in old products is considered the new buying.
- Idlesourcing -- this is all about simple and effortless smart sensor broadcasts of what "I" am doing and where "I" am. Idlesoucring is the self promotion and sharing to improve products and services.
- Flawsome -- awesome brands behaving humanly.
- Cash-less -- Finally it has arrived. Players such as Google and MasterCard are building whole new eco-systems of payments, rewards and offers around mobile technologies.
- Bottom of the Urban Pyramid -- global companies catering for the lower-income citysumers of 2012.
- Eco-cycology -- brands innovatively recycle all its products responsibility.
- Dealer-chic -- hunting for deals, the thrill of the find and the pride it instills is what consumers desire in 2012.
- DIY Health -- new apps and technologies which monitor and track consumer health.
- Red Carpet -- rolling out the red carpet (hotels, theme parks, even entire cities) for our Chinese visitors and customers, the new emperors of today's consumerism.
So what does this mean to social enterprise managers, those that work with and support the social enterprise sector, and of course the Government of the day? Consumer trends don't cut across all consumers; they are specific, age defined, locational, and cultural (see Red Carpet). To apply consumer trends it is important to determine if there are innovative products or services which can be developed to offer a certain customer segment. Also engage and speak the language of those consumers already "living" a trend -- this will help you understand the trend and those consumers who are part of it.
Now is the time to get rid of the blocks which prevent you and your business from seeing new ideas, understanding customers and the opportunities which are waiting for exploration. Head out and enjoy the offerings of 2012.
All the best
Jessica@Social Traders
