More in this series >
Technology | Mobile | Videos | e Marketing | Social Media

TrendsSpotting Market
Research is now running its
third annual prediction
reports following major
trends in six categories. We
will be featuring the
predictions of digital and
marketing experts on the
big changes awaiting us in
the coming year.
This year we are adopting a
new ―tweet style‖ format,
easier for you to focus on,
comprehend and forward.
More in this series >
Technology | Mobile | Videos | e Marketing | Social Media

Findings: Major trends in 2010
Consumer Trends
Across many of these predictions, we
have identified the following trends
suggested to influence consumer
behavior:
Healthy, Value, Stability, Disclosure, DIY
Is the Recession over?
2010 Predictions Suggests Consumers
aren’t Buying it

Money, Tech for Poors, Not-Made-in-China..
@geraldcelente GERALD CELENTE
Founder/Director
The Trend Research Institute
The Collapse of 2010: Unemployment stats tell the real story of real money that
millions of real people no longer have and can’t get, regardless of rising equity
markets.
Technology for The Poor: A new class of products and services affordable by millions of
newly downscaled Western consumers......
Elegance: Will begin with fashion and spread through all the creative arts, as the need
for beauty trumps the thrill of the thuggish. A strong DIY aspect will make up for
reduced income, as personal effort provides the means for affordable sophistication.
Shape Up: About two-thirds of Americans are Too Big (TB). The ―Shape Up‖ trend will
provide a wide array of business opportunities.....
Not Made in China : A ―Buy Local/My Country First‖ backlash will be the first sign of
becoming a massive, ―circle-the-wagons‖ movement. Consumer crusade that will spread
among developed nations, leading to trade wars and protectionism.
The next in the Internet Revolution will be TV/cable networks- daytime, primetime,
news and opinion-based programming.
Source: The Trend Research Institute

Innovation, Healthy Eating, Assortment
TOM PIROVANO
Director, Industry Insights
The Nielsen Company
Winning brands will innovate and differentiate.
Product Assortment is a Point of Differentiation.
Healthy eating = solid measure of consumer confidence. An increase in sales of
foods labelled ―organic‖, ―natural‖ and ―high fiber‖ as well as diet aids and
reduced calorie/fat.
Manufacturers get stingy with trade promotion spending and increases coupon
activity /new advertising opportunities such as cell phone apps /in-store TV
networks will stretch promotion budgets.
Direct to consumer options thrive.
Source: Nielsen

Innovation, Restraint, Store Brand, Assortment
TODD HALE
SVP, Consumer & Shopper Insight
The Nielsen Company
Restraint remains the new normal.
Economic issues continue to be top of mind.. any return to past behavior may
take some time—if at all.
Value is a top priority. Value messaging must also include differentiation beyond
pricing.
Businesses that ―drive the recession wave‖ and take an active role in innovation
and ad spending are likely to be the big winners.
Store brand growth continues. Grocery consolidation intensifies acquisitions and
investments.
Assortment wars escalate.
Source: Nielsen

Less Developed World, Children's ..
DOUG ANDERSON
SVP, Research & Development
The Nielsen Company
Growth is found in Less-Developed World - The less-developed regions will grow
31 times faster than the more developed ones.
Marketers in the developed world will be locked into share wars while those able
to compete in the less-developed world could see substantial growth.
Share of households with children decline - fertility rates continue to fall, average
family size will also fall, further impacting sales volume.
Immigration and ethnic families fuel growth.
Older consumers have new needs - Baby Boomers will not spend on the same
categories as their parents did.
CPG Spending Declines.
Source: Nielsen

Resilience, Reviewing & Re-evaluating
@mintelnews RICHARD COPE
Director of Foresight
Mintel
Resilience: In 2010, consumers social platformsresilience—an U.S. onlinerecover
Surge in enterprise spend for to demonstrate in late 2010. ability to
from and adjust to market will grow change brought on by the recession.
community softwareany misfortune or 63% in 2010 to $679 million.
Resilience: Learning new ways to secure social media activities. They will realize
Businesses are looking for skills like cooking, meal planning and DIY repair to cope
with the cheaper to purchase this software in the cloud
it will be ―New Economy‖.
Reviewing enterprise software providers (such to keep reviewing as they 2010)
Traditional and re-evaluating: Expect shoppersas Microsoft with Sharepointhunt out
the enter this and realise where they can get by on less.
will best deals market.
Reviewing and re-evaluating: Consumers will purchase more expensive products
if they are convinced of the products’ value.
More standard ways of measuring social business value .
Reviewing and re-evaluating: Brands that engage consumers effectively stand to
be successful next year despite price barriers.
Source: Mintel

Accountability, Escapism, Ethical Responsibility..
@mintelnews RICHARD COPE
Director of Foresight
Mintel
Prove it – accountability: In 2010 brands will need to pull out all the stops to gain
consumers’ trust.
Escapism : Consumers will start occasionally breaking free from the tyranny of
value in 2010. Escapism will resonate both in and outside the home as consumers
splurge on big purchases.
Media evolution: Companies must work harder next year to truly engage, attract
and interact with consumers, as media quickly evolves.
Ethical responsibility: Environmental and ethical issues still attract attention:
Businesses to rebuild brands through ethical efforts, ..connect with consumers,
giving them an emotional reason to buy.
Stability: 2010 will be a year for increasingly seeking balance and readjusting to
the ―New Economy‖.
Source: Mintel

10 Crucial Consumer Trends for 2010
@trendwatching REINIER EVERS
Founder
TrendWatching.com
Business as unusual: Sustainability, in every possible meaning of the word, is the
only way forward.
Urbany: Urban culture is the culture. Extreme urbanization.. will lead to more
sophisticated and demanding consumers around the world.
Real time reviews: 2010 will see ready-to-buy consumers tapping into a live stream
of (first-hand) experiences from fellow consumers.
(F)luxury: Luxury will be whatever consumers want it to be over the next 12
months.
Eco Easy: Corporations and governments will have to forcefully make it 'easy' for
consumers to be more green, by restricting the alternatives.
Source: Trend Watching

10 Crucial Consumer Trends for 2010
@trendwatching REINIER EVERS
Founder
TrendWatching.com
Mass Mingling: Online lifestyles are fueling and encouraging 'real world' meet-ups,
shattering all cliches and predictions about a desk-bound, virtual, isolated future.
Tracking and Alerting INFOLUST: More relevant information finding consumers,
based on preferences.
Embedded Generosity: Giving initiatives that make giving and donating painless, if
not automatic.
Profile Mining: Social media - the importance of owning and making the most
(financially) of personal profiles. From intention-based models to digital afterlife
services.
Maturalism: More quirkiness, more daring innovations, more risqué communications
and conversations, more exotic flavours.
Source: Trend Watching

We Are All Media
@mariansalzman MARIAN SALZMAN
President, N.America,Euro PR
Trend Spotter & Author
@mariansalzman: We are all media : Every campaign begins with the influence of
1, as seen with J.Crew shoe sales becoming once Obama girls wore them.

Big Ideas For 2010
@iconoculture DAN FRAWLEY
CEO
Iconoculture
The Face of Recovery: Consumers are taking note of what the ―new normal‖ looks like.
Some have become forever-savers, some will return to big-spending ways when better
times are back again.
Social Media Scale-Back: Savvy consumers are now in the process of deciding what
degree of personal disclosure and social-net activity they can deal with.
Indulgence Offsetting: The Great Recession has rendered over-the-top expressions of
luxury gauche. Yet consumers are still rewarding themselves, employing strategies
ranging from permissible and rationalized indulgence.
Not Gonna Take It: Citizen-consumers are feeling empowered to tap the crowd for
power and change.
Source: Iconoculture

Big Ideas For 2010
@iconoculture DAN FRAWLEY
CEO
Iconoculture
Multiracial Rising: Second decade of the 21st century, it‘s multiracial America. The
growing demographic is enhancing, complicating and changing U.S. Culture.
So Healthy Together: A cultural shift is happening as consumers are increasingly forced
to accept personal and community responsibility for their own wellbeing.
Water We Wasting This For: Water-sustainability savvy is mainstreaming. ―blue gold‖ is
one hot topic for consumers.
Simplicity Speaks Volumes: In 2010, watch for the rising importance of clutter-
clearing on labels without violating a consumer‘s right to know.
Source: Iconoculture

Disclosure, BIC, Packaging..
@annmmack ANN MACK
Director, Trendspotting
JWT
Searching for stability.
Reading the fine print.
Maximum disclosure.
The Devil wears packaging - brands will increasingly switch to solutions that
reduce, reuse, recycle, remove and renew.
It's BIC, and It‘s Bigger than ever- Brazil, India and China are emerging stronger
than ever, both economically and politically.
Source: JWT

Emerging Markets, Real Time, Location, Visual Fluency
@annmmack ANN MACK
Director, Trendspotting
JWT
Trickle-Up Innovation: Products designed for emerging markets - consumers are
welcoming them as cheaper and simpler alternatives to existing choices.
Retooling for an Aging World.
Life in Real Time.
Location-based Everything.
Visual Fluency: The ongoing shift from words to images will accelerate.
Source: JWT

Green Pastures Ahead..
@sheltongroup SUZANNE SHELTON
President & CEO
Shelton Group
―Waste not, want not‖ messaging will gain strength. 12% of Americans believe ―don’t
waste‖ is the strongest message to get them to conserve..
an increase in the number of consumers who haven’t seen the savings they expected
from energy-efficient home improvements.
We’ll continue to see a decline in folks trying energy-efficiency ―gateway drugs.‖
They‘re not motivated to keep trying due to poor expectation management
Comfort and convenience will continue to be the major drivers for consumers making
purchases. Do everything you can to show that not only is your product environmentally
friendly, but it‘s also simple to use and makes people’s lives better.
The number of people willing to punish companies that greenwash will increase.
Shoppers don’t know how to define what a green product is. They don’t trust
manufacturers to tell them the truth about how green their products are.
Source: Shelton Group

Consumer Trendscape Predictions For 2010
@ashbat CHERYL SWANSON
Managing Partner
Toniq
Skin Care -The Next Fast Food: The consumer push-back that began with tobacco and
more recently has focused on fast foods will soon be aimed at leading cosmetics
companies and faux organic/natural lines.
Personal Care Marketers Beware: Once the social networks are mobilized against
chemical "baddies", Personal care marketers need to be ready for the consumers'
rejections (SOON!) and natural and efficacious alternatives.
Lux-O-Vending/Lux-iFacts: A key shift will be the creation of limited edition affordable
designer "artifacts" , allowing tired consumers to indulge their need for quality, design,
and prestige with small, yet beautiful pieces.
Discovery - AstroH2O: Expect a leading brand to align with NASA soon to support the
search of off-planet water.
Life on Demand ... A Visual Language Imperative: As the blurring of online and offline
media accelerates, expect a wave of brand simplification and redesigns to cope with
the screen revolution.
Source: Media Post

Consumer Trendscape Predictions For 2010
@ashbat CHERYL SWANSON
Managing Partner
Toniq
Tweet-Talk & Language Evolving: Twitter is about to have a tsunami-like force on the
English language as its 140-character limit seeps into our consciousness & its info-bit
status updates and creative abbreviations permeate the collective conversation.
KaBoomers: Many 60 year-olds are healthier then 35 year-olds, so watch this market
boom over the next 10 years. KaBoomer wants extend well beyond to categories that
leverage their inherent optimism. This trend could challenge AARP to reinvent itself.
Fun-Frugality 2010: We won't see a return to luxury as we've known it, but will see
smaller, regular indulgences in both mass and premium channels
Newbie DIYers: From the affluent to the mainstream, people are doing more for
themselves, and they need help. Brands have the opportunity to play a key role in this
conversation.
Source: Media Post

The 10 TENsions That Will Define 2010
@rossdawson ROSS DAWSON
Futurist, Entreprenuer, Author
Optimism – Fear: financial crisis still fresh, any optimism is subject to being
shattered, resulting in wild swings in confidence.
Institutional work – Independent work: The temptations of self-employment can
be replaced by desire for a steady pay packet, pulling people both ways.
Hyperconnected – Disconnected: The gulf between the hyperconnected and
disconnected will increase.
Openness – Privacy: There is an inevitable and powerful trend to more openness
and sharing. Yet the backlash is strong, with pushing for greater privacy legislation
Youth – Experience: Companies will not manage the generational tensions well.
Source: Ross Dawson Blog

The 10 TENsions That Will Define 2010
@rossdawson ROSS DAWSON
Futurist, Entreprenuer, Author
Death of Media – Birth of Media: As traditional media staggers, new business
models are opening a new era in which media is at the center of the economy.
Immigration – Borders: The tension between immigration, backed by the business
community who want to drive growth, and borders, by those fearing social
fragmentation and ecological impact, is becoming a key issue.
Climate Activists – Climate Doubters :The gulf is widening between those who
believe everything we can do to avert disastrous climate change may not be
enough, and those who don‘t believe or don‘t care.
Innovation – Copying: The faster the pace of copying, the greater the drive to
innovation.
Me – Everyone: In 2010 people who were born after the creation of the World Wide
Web will first join the workforce.
Source: Ross Dawson Blog

The New Way To Work
@dominicbasulto DOMINIC BASULTO
Digital Strategist
Electric Artists
Organizations will embrace Design Thinking- a stronger form of creativity and
innovation focused around achieving specific business goals and objectives. Design
thinking will continue to play a key role as a differentiator.
Women will play a more important role in re-defining traditional notions of work.
Small business owners will become the new stars of economic growth. SBO‘s have
often been overshadowed as the traditional media focuses on the empire builders and
the titans of industry. Heading into 2010, though, this trend appears to be reversing.
"Happiness" will become a way to measure economic prosperity. Traditional measure of
national economic activity - Gross National Product (GNP) - would be supplanted by
something called Gross National Happiness (GNH).
Personal branding will become the buzzword of talented workers around the world.
The Internet as a distribution channel for a personal brand is unmatched.
Source: Futurelab

Consumer Trend Report
@jeremygutsche JEREMY GUTSCHE
Founder
TrendHunter
Next Besting: Instead of purchasing the priciest product and biggest brand, people
are trying new products in the pursuit of the ―next best‖ alternative..
DIY Décor: DIY art, furniture and hobbies are the perfect fix for those who are
credit-crunched. Never been so affordable… and culturally acceptable.
Life-Swapping: Credit-crunched citizens unwilling to compromise their lifestyles
are swapping, bartering and trading their way to a better life.
Pop-Uptailing: Mobile retail displays, pop-up art studios and shipping container
bars; banking on exclusivity and surprise, pop-uptailing is the latest way to
generate buzz and quickly place your product in new markets.
Nomadabodes: Portable apartments, futuristic houseboats ..the recession in
combination with creative architecture have caused an influx of unique temporary
housing.
Source: TrendHunter

Consumer Trend Report
@jeremygutsche JEREMY GUTSCHE
Founder
TrendHunter
Greenpliances: Soapless dishwashers, miniature laundry machines, and
dishwashing cabinets not only help the environment, but over time, their increased
efficiency will help your wallet too...
Ecopolitan: Ecopolitan Developments are quickly becoming a way of life. In
addition to revitalizing urban centers with eco-friendly elements, nations are
building niche cities specifically to meet ecological goals.
Simpletising: Fruit inspired packaging, milk boxes with utters and phonetic
alcohol… In a cluttered world, visual clarity actually stands out.Fits well with a
desire to pursue lives of simplicity.
Emotionology: Emotion-sensitive jewelry, playlists and phones are manifesting your
mood physically. Scientists and techies alike are exploring the world of emotion and
how it can be applied to technology..
Exposed Vulnerability: Taking social media to the next level of reality, we‘re
seeing everything from tweeting during child birth to stars exposing un
embarrassing moments.
Source: TrendHunter

Consumer Trend Report
@jeremygutsche JEREMY GUTSCHE
Founder
TrendHunter
Crowdsourced Campaigns: This year, involving your customer means
crowdsourcing. Examples include crowdsourced billboards, window displays and
even tv commercials.
Nostalgia Marketing: Consumers looking to escape economic woes and seek refuge
in the fantasies of their past, sparking an interest in everything from ‗Where the
Wild Things Are‘ to ‗Alice in Wonderland‘..
DIY Healthcare: A new era of healthcare with palm-sized physicals, stress-sensing
watches and fertility monitor pods. With public health care continuing to be a big
issue, consumers are looking for ways to ensure their own physical wellness.
Not-So-Tricky Picky: A proliferation of food products that cater to unique needs,
like gluten-free, vegetarian and vegan diets. It‘s no longer tricky, to be picky...
Prodependancy: Next generation couples were already more likely to move in
together than generations of the past… The credit crunch has accelerated this
trend..matching tattoos, co-ed fashion and shared home décor..
Source: TrendHunter

Consumer Trend Report
@jeremygutsche JEREMY GUTSCHE
Founder
TrendHunter
Half Formal: Shorts with suit jackets, blazers with jeans and semi suits… Young
professionals are classing up business casual by adding a formal twitst to casual
style..
Rental Culture: The recession fueled a move towards temporary ownership, fake
status and a world of bartering. Rentable luxury, clothing, baby toys, and fine art
are just a few examples..
Peacocking: Bright clothing, accessories and cosmetics ..that clashes in the dismal
face of the recession. Peacocking celebrates vibrant, bold in-your-face colors that
prove you don‘t need designer labels to scream, ―Look at me!‖.
Unservice Forward: From nightclubs and pubs where you serve your own beer to
self-serve hotels, unservice not only saves you money, it lets customers get a sense
of independence and creative control.
Tangible Personalization: The credit crunch is accelerating this trend .. shift away
from luxury products and a desire for personalized gifts...
Source: TrendHunter

New shopping and saving strategies & new values
@trendsspotting Dr. TALY WEISS
CEO and Head of Research
TrendsSpotting.com
Trends Research
@trendsspotting: TrendsSpotting‘s report ―Consumer and Market Trends during
Recession: Cross–Industry Research‖ finds that in seven out of nine US industries
- consumers are still cutting back expenses.
@trendsspotting: Follow online trends: coupons (store, food, fashion), free
(games,music, TV), saving (money, time, tips)
@trendsspotting: Consumer preferences: local, home made, healthy, reasonable
@trendsspotting: Consumer needs: influence (restore self esteem), relief
@trendsspotting: Consumer values modesty, balance, independency,
―Familial‖

Green & Environmental Issues
@trendsspotting Dr. TALY WEISS
CEO and Head of Research
TrendsSpotting.com
Trends Research
@trendsspotting: People are now diving into 3 diverse groups:
Climate activist, climate aware and climate deniers.
@trendsspotting: Expect climate activists to try and balance between energy
savings and extra cost. Those will embrace brands who mind the environment.
@trendsspotting: Expect almost nothing from climate aware ppl. .
@trendsspotting: Expect climate deniers to neglect brands who mind.

?
Did You Know
Recent US surveys show sharp fall in the public concern. But, TrendsSpotting
has identified a rise of interest in ―global warming‖:
Web measures (search trends, blogs discussions, twitter trends) all show a
marked increase in internet users interest.
Read More On Global Warming Perceptions>>

@trendsspotting Discover more Trends Insights:

TrendsSpotting offers Trend consulting, Customized Trend
Research Reports & Syndicated Trend Reports, published at top
market research databases.
TrendsSpotting research serves leading international brands.
TrendsSpotting‘s insights are presented at The TrendsSpotting Blog
and quoted in the news media.
Visit us here: www.trendsspotting.com
@trendsspotting