The Organ Grinder’s Monkey

It’s time for Trendwatching’s 8 Consumer Trends for December. Here’s a rundown of these 8 trends, complete with ways you can take advantage of them for your own business.

(It’s a long post, so I’ve tucked it behind the fold)

1. Status Spheres

Status Spheres are “…a variety of lifestyles, activities and persuasions, which can be mixed and matched by consumers looking for recognition from various crowds and scenes.”

Basically, the point is that there are now far more different ways in which consumers seek status than just the traditional sphere of buying more exclusive and more expensive toys than other people.

The December briefing points notes, “…as mature consumer societies are increasingly dominated by (physical) abundance, by saturation, by experiences, by virtual worlds, by individualism, by participation, by feelings of guilt and concern about the side effects of unbridled consumption, status is to be had in many more ways than leading a lifestyle centered on hoarding as many branded, luxury goods as possible.”

Some new Status Spheres include the transient sphere (experiences as status objects: eco-tours, exclusive fine dining, etc), the eco sphere (green items, causes, etc), the participative sphere (status skills, Makers, etc), and many more.

How to take advantage of it: Tap into this trend by finding a way to pitch your product or service as a status item in some sphere. If you’re an adventure coach, consider adding eco-adventure trips to your repetoire. A restaurateur could offer exclusive, single-table-only tasting menus of rare foods and wines only available for limited times. A book store could offer a cozy author reading/dinner with select patrons in place of a mass signing. Position your item as a declaration of affiliation and status within one sphere or another, and you will increase sales and brand reputation.

2. Premiumization

“[N]o industry, no sector, no product will escape a premium version in the next 12 months.” Thus speaketh the trend gurus. But what is premiumization? Basically, it’s the creation of premium versions of everyday items. Think Bling H20 or Tasmanian Rain bottled waters, or Emirate Airline’s private first-class suites. Even already premium items like chocolate are getting upgraded - bespoke chocolates, anyone? My favorite listing? Premium marshmallows.

How to take advantage of it: Got a product or service? Create a premium version. Go all out. Make it really, really premium - limited availability, high-end packaging or coverings, exquisite artwork (if commissioned by a well-known artist or designer, so much the better), invitation-only sales, etc. If you already have a premium item, make an even premium-er version. And consider branching out into completely unrelated offerings that nonetheless highlight your key USP and that reach either your target audience or those who want to be (think Porche’s baby stroller, bringing Porche’s lauded engineering reputation to status-seeking moms everywhere).

3. Snack Culture

Here’s a trend I can really get behind. This trend “…represents the ‘transient sphere’ on steroids, catering to consumers’ insatiable craving for instant gratification.” But it’s not just about food, folks. The Snack Culture Trend applies to products like disposable clothing and cameras, “snack-o-tainment” (bite-sized chunks of news, etc., supplied online) and single-manicure-sized nail polish bottles.

Also included in this trend is the sub-trend “See-Hear-Buy,” which encompasses devices that allow consumers to immediately purchase anything they see or hear about. One such tool is Midomi: Hear a tune you like? Just hum a few bars into your computer’s microphone and the Midomi search engine will track down the mystery song for you, complete with purchase info and ways to connect with other people who have bought that particular tune.

How to take advantage of it: Create a “snackified” version of your product or service, and watch them fly off the shelves and into the hands of customers too busy or money-conscious to buy the full-sized version.

Some ideas: Along with your 8-week fitness program, why not offer 8-minute interval training routines via podcast for busy folks to play at their desks or on their iPods when they need a fitness snack? Or break that great American cookbook into a “recipe of the week” card series, complete with table setting ideas and wine selections. And really, who needs a dozen donuts? Bakeries could consider offering “snack packs” of a few assorted mini-donuts (or bagels, or muffins), a beverage, a mint and a lemony hand wipe in a fun, attractive package. No need to stand in line and ponder the choices - just grab a pack and go.

4. Online Oxygen (part xiv)

No, it’s not about breathing room. Online Oxygen is all about “…control-craving consumers needing online access as much as they need oxygen.” This is an established trend (hence the “part xiv” notation), but the briefing points to new ways that the online world is relentlessly creeping into our meatspace lives, such as broadband access via cell phones and on airplanes, and a wireless internet service that is designed to maintain online connectivity while you drive.

This trend also includes the sub-trends “Ecommerce, the Sequel” (new ways ecommerce is evolving) and “Nethoods,” that let you virtually connect with your neighbors or people in your broader community.

How to take advantage of it: For brick and mortar businesses, offering free wi-fi hotspots is the latest thing in customer perks. For companies that deal in online usage (software designers, providers, web hosts, etc), a brave new world is shaping up out there. It won’t be long before we have 24/7/360 broadband access wherever we go, without interruption for travel or geographic location, so now is the time to start investing in tech and mech to facilitate this movement.

For e-tailers, it means your customers are relying more and more heavily on ecommerce for their needs - is your business model designed to deal with and maximize the changing dynamic of occasional online shoppers becoming exclusive online shoppers? As online shopping becomes the norm rather than the exception, that shopping experience will need to become more and more seamless, easy and inviting.

5. Eco-Iconic

Eco-Iconic is the next trend in line in eco-goods development. First we had eco-ugly (the hariy-armpit-and-clunky-sandals version of eco-options), then eco-chic (eco-options that actually looked nice) and now eco-iconic, “[e]co-friendly goods and services sporting bold, iconic design and markers, that help their eco-conscious owners to visibly tout their eco-credentials to peers.”

Eco-Iconic is all about letting everyone know just how cool, hip and chic you are - because of your eco-choices, rather than in spite of them. An incredible example is the stunning Bahrain World Trade Center, whose built-in wind turbines are a key part of the architectural design.

The sub-trend “Eco-Embedded” is part of this trend, in which eco-friendliness is going to become assumed for items like plastic bags and light bulbs; this will most likely be due to government influence, adding Regulated to the existing 3-R (reduce, reuse, recycle) trifecta.

Take advantage of it: Make your products and services as green as possible, then make sure the design, delivery and message of it and your branding scream “green chic.” How so? Dress employees in uniforms made of gorgeous, high-end sustainable fabrics like lustrous bamboo. Post breathtaking photo essays of the fair-trade farms where your coffeehouse gets it’s beans over the bean bin area, complete with artist commentary cards. And while you’re sprucing up the place, consider having your eco-unfriendly furnishings replaced by second-hand designer couches, lounges and tables from a local high-end consignment shop.

Online businesses can get in on the action, as well. Does your web host use green business practices? Create a small “green hosted” logo and place it prominently, but tastefully. Offer POD versions of your books, rather than doing a traditional pre-purchase print run that might not sell out, and make sure you include the “why” in your sales copy (or consider going with a “green publisher” who uses recycled paper, low-impact printing methods and so on). The trick is to make your product or service as green as possible, then make sure that your customers get visible eco-status brownie points from others when they use it.

6. Brand Butlers

The concept behind Brand Butlers goes back to my Do Me A Favor post. As Trendwatching puts it, “Instead of stalking potential and existing customers (which is not very 2008), why not assist them in smart, relevant ways, making the most of your products and whatever it is your brand stands for? Remember, giving is the new taking ;-)”

One example of the Brand Butler trend is placing your product in areas where people who need it, but who aren’t (yet) customers, can use it. Diaper and other baby item manufacturers are installing family rooms and changing areas in malls and airports, complete with samples of their products. Charmin is building deluxe bathrooms offering stroller parking, rest areas and plenty of comfy Charmin toilet paper.

Or simply do a service and associate your brand name with it. At the Lowlands Music Festival, Wrangler jeans set up a temporary laundromat where festival goers could drop off muddy clothes to be laundered, and be notified by text message when their clothes were done. For those who didn’t have a change of clothes, Wrangler offered highly visible, branded jumpsuits for customers to wear in the interim. And hotels are partnering with cultural centers so that the room keycards can be used as free admission to local art museums and other cultural destinations.

Take advantage of it: Where could free access to your product or service be met with thunderous applause? Caterers could set up free, branded “refreshment centers” at local bridal shops, event planner offices, event trade shows and other places where weary, hungry prospective customers are likely to turn up.

Massage therapists have been setting up free or cheap massages in malls, trade shows and airports for years, but this is a turf that could equally be used advantageously by aromatherapists, yoga teachers, pedicurists, spas and so on. Holidays and special events are great arenas for Brand Butler activities. All it takes is a little creative thinking.

Next time you’re out somewhere and think to yourself, “I wish I could ___,” make a note, even if it seems to have nothing to do with your product or service directly. Wrangler has nothing to do with laundries or selling washing machines, but they got tons of great press with their set-up.

7. Make It Yourself

If this new generation of consumers has one unique twist to it, it’s that their opinion of consumer goods seems to be, “Why buy what someone else has decided to create for me when I can create my own personal version?”

Lots of businesses are getting in on this trend. Ponoko offers custom laser cutting of uploaded user designs, which can then be shipped home and assembled for use, or sold to others through Ponoko’s member sales tools. (The company currently only offers flat-cut objects, but hopes to move into 3D “printing” soon.)

There’s also been a huge surge in companies offering 3D printers, home fab machines and related goods.

Take advantage of it: There’s plenty of room right now for folks who are in the fabrication business to open up their production capacity for custom use. Also, for folks in the engineering and related fields, consider the possibilities in offering private consultations, guide books, workshops and so on for would-be custom designers who want to design their own goods, but lack some essential knowledge.

And there’s even an opportunity for your garden-variety retailer or service pro. Instead of creating products and trying to find customers, why not let the customers design their own products? Threadless uses this business model to sell artistic t-shirts - users submit designs and those that are voted up get printed and sold - and even car manufacturers and sneaker makers have been surfing the custom design tsunami.

8. Crowd Mining

I’ve covered this before, but the basic premise of this trend builds on the foundation of crowdsourcing, the idea that within the masses lie great power and great potential for improvements, ideas and action. Crowdsourced business trends include fan-supported music concepts like SellaBand, which let fans buy “shares” in a band that paid out when the artists sold CDs and booked concerts, and peer-to-peer lending, like Zopa, a sort of “eBay for loans,” as Trendwatching puts it.

Crowd Mining takes advantage of crowdsourcing by accessing the wisdom of the crowd for information, customer service and even improving basic business functions.

Take advantage of it: If you’ve got a good customer list, access to a large audience or the ability to reach the masses, USE IT. Use it to determine product design directions. Use it to debug your services. Use it for customer support and community development.

Or, create tools and services that let the crowd do what it wants to do without the middleman. How about an online “home school,” with user-designed wikitexts, activities, advice, forums and so on. Or crowdsourced research and development. Ratings sites are popping up all over the place, rating airlines, medical providers, restaurants and who knows what else. Crowdsourced journalism is even giving it a go.

What’s your passion? Could you set up a crowd mining site to rate, investigate, report on, support users around or otherwise make using, accessing or dealing with that passion better, faster and easier?

In Australia, they just set up the world’s first entirely virtual political party. Apparently, there’s no end to the things crowdsourcing can be applied to, hence no limit to the things that can be Crowd Mined for data, infrastructure or action.

That’s your trend briefing for December. You’ve got some holiday time coming up - why not use some of that downtime to consider these burgeoning trends and how you can tap into one or more of them to make 2008 your best year ever.

brand, branding, business, crowdsource, diy, eco, green, make, marketing, status, trend, trendwatching

Tags: Trends //