July 22, 2007 at 12:11Trendwatching.com Briefing “5 Most Interesting Trends of 2007”.
- Transfer
I must say right away: this is a transfer of 80 percent, no more. He threw something, added something. I threw everything that was far-fetched, added to the best of my knowledge. Initially, I publish everything on cornflake.ru . In the future, I will publish something here.
In this briefing, we will briefly describe 5 trends that will develop in 2007:something more. Status is no longer characterized by an outdated understanding of lifestyle, implying the possession of as many luxury goods as possible. In 2007, lifestyles will take shape, defined by the following: Dynamics and changesA dynamic lifestyle is attractive for consumers who are fueled by the energy of discovery, adventure, and boredom. They increasingly reject constancy, their status does not depend on acquired material wealth, because such benefits for them are an “anchor”. In November 2006, we (trendwatching.com) christened such consumers transumers - transummers, consumers who deny constancy. In 2007, their number will increase rapidly. Transformers want everything “here and now”, the period of obtaining satisfaction from the “test” of something new is short, like no other. They are passionate collectors of sensations, experiences, experiences, stories. All this undermines the value and “status”, traditionally attributed to the benefits of various kinds. ParticipationParticipation is a new type of consumption. This statement is especially true in the case of young consumers. For them, seeking to express themselves, their status is determined by the size of the audience, approving of their public expression. Not surprisingly, the development of creative potential is becoming very important for such consumers. Are status symbols giving way to status-defining skills? Read the October 2006 briefing, where we describe the many brands that serve this new type of consumer. EnvironmentWhat do you want to “get” in the post-material world? Or, more precisely, whom? Other people. Forums, lists of friends and buddies, meetup.org, clubs with strict membership ... Social status 2.0 - the status determined by your "tribe", those with whom you communicate, and those who want to communicate with you. The life style dictated by the “tribe” refers to a wider set of online life styles in which the status of a person depends on the number of views he has posted on Flickr photos, the total area of real estate he / she owns in Second Life , the originality of the avatar. Ecology Environmental issue finally appeared on the agenda of the powers that be, and millions of consumers seek to "green" their lifestyle. Responsible attitude to nature is a symbol of a type of status that is gaining value, and there are more and more opportunities to show this responsibility. Crowds of consumers are turning in the direction of hybrids like the Prius , with contempt looking at all sorts of jeeps. This process will gain momentum. At the forefront of the movement are eco-companies that understand design and branding. Their goal is to make everything “green”, fashionable, simple, visible. And do not be shy to point out the polluting alternatives offered by competitors ;-) What can you add to the variety of lifestyles?2007 is the year when any healthy producer needs to ask himself: how do the products and impressions associated with them satisfy the masses of very different consumers who are eager to join their “tribe”. In fact, when you get rid of traditional stereotypes, you will see a huge variety of life styles, each of which has its own, special status. And the Big Question will arise before you: what makes up value and significance today, and what is the perception of these things, and how many facets this perception has in general.something and reporting this experience to the court of the whole world will be as short as possible. The tyranny of transparency knows no other time than real. Soon, a simple increase in “critics” will provide a daily, if not hourly, update of reviews of everything you can imagine. As part of consumption, of course. Yes, do not forget about the pleasant side effect of this process: fake positive reviews published by drowning companies will simply be crushed by the mass of real opinions of real people. However, there is a missing link in this beautiful scheme - user profiles. Transparency is also required in the influx of recommendations. After all, is the opinion of a person whose lifestyle different from yours so valuable? In 2007, a number of resources will appear, earning on putting in order, filtering and creating profile databases. Probably, these resources will become partners of sites where user profiles are one of the fundamental elements. Examples of such sites -MySpace and Bebo.com . “Profiling” will become ubiquitous, and consumers will make more decisions based on the opinions of like-minded people. Then the most famous reviewers will demand their piece of cake: in 2007 they will want their authoritative opinions paid. What else? Everything that becomes massive can be broken down into smaller elements that focus on any one detail. Accordingly, more resources will appear on the Internet where comparisons are made within a certain framework. An example is Red Roller.- A site that compares shipping rates offered by small carriers by carriers. By the way, employees of companies also contribute to transparency: you can find a lot of materials published by "insiders" on youtube.com. Of course, in 2007 there will be even more of them. What about the expected resurgence of group purchases? In 1999, Letsbuyit.com was launched : a service that allows people to group and buy something. with a significant discount. The group in this case is a wholesale buyer, working both with sellers and directly with manufacturers. Then, in 1999, the idea did not “shoot” - consumers were not ready. But the potential of such an initiative has not diminished. Moreover, now the task has been simplified: the Internet is accessible to the majority, and social networks have solved the issue of bringing people together. An entrepreneurial businessman can easily use the “power of the crowd”, creating a social network that unites consumers into groups of wholesale buyers.something unknown. For example, if the weekend spent on an exciting trip was spoiled by bad weather, the realization that there will be seven more such trips in the coming year will make this little failure even less. Today, consumers earn as much as never before. But that's not all: the many goods and services required for transformer testing are now amazingly affordable. For example, flights with Asia Air, EasyJet and Virgin Air, whose prices are more than affordable. The list may be continued. Navigation that gives you almost unlimited freedom. With Garmin or TomTom on handto explore new places, routes, areas is not so risky. In 2005-2006, sales of personal navigation devices doubled in the United States and Europe, reaching 10 million units. And the growing availability of GPS and the integration of this system with the Internet will make problem-free terrain orientation a given for transformers. The tyranny of transparency mentioned above is another ally of transformers. Reviews of everything you can think of, available at any time, eliminate the risk of buying a "pig in a poke." Traditional advertising is trusted just like a certain president, who is a couple of years away from retirement. Therefore, testing, product testing is a new form of advertising. Tryvertising - advertising a product by providing it for use (full or limited) to potential buyers already is notsomething new. In the Trivertising briefing , we stated that "presenting your product to people by letting them try it is a very civilized and effective way to show respect." Amen. Today, even televisions and irons sold at WalMart under unknown brands work perfectly. Another incentive to try something unknown. A whole generation of gamers is growing, and games require growing courage, require repeated attempts to find a solution that is always there. We develop the topic of disappointment: as we pointed out in the briefing of Transumerization , the system of consumer-consumer relations (consumer to consumer, C2C) already has a place to be. eBayclassified classifieds are all parts of a system within which tracers can easily get rid of what they no longer need. Daniel Nissanoff, author of FutureShop , says: “ Someone He shared an interesting observation with me: with the growth of eBay, people started buying more musical instruments, especially guitars, because they no longer worry that they can choose the wrong instrument and suffer with it in the future. The principle of the auction gives consumers an advantage: they can afford better things, because their price is reduced. Consumers know that the residual value will not go anywhere, there is always a way out, and if they make a mistake, it can be easily fixed. ” (Source: Daniel Nissanoff interview, taken by Tom Peters.)
In this briefing, we will briefly describe 5 trends that will develop in 2007:
- life styles and status;
- tyranny of transparency;
- web N + 1;
- trysumers - test consumers;
- global brain.