“SHE’S COME     UNDONE,  & SHE’S NOTCOMING BACK”                 Alisa Marie Beyer       The Benchmarking Company      516...
TREND #1 Self-renovation     Fascination          Every minute of every day, we aren’t just           someone new, we are ...
TREND #2Outsourcers-R-Us     It takes a lot of help to live our lives, and we                        aren’t about to trade...
TREND #3     Me-moments                  She’s got an exit strategy, and she                         doesn’t feel badly ab...
TREND #4         Home Base                                Even in the big city,                      we are becoming local...
TREND #5                 Entitlement                                  Youth-on-demand.                    (aka - young loo...
TREND #6                Rolling Holy                        The rise of the new religion and                           how...
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WomenTrends Preliminary Report

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WomenTrends Preliminary Report

  1. 1. “SHE’S COME UNDONE, & SHE’S NOTCOMING BACK” Alisa Marie Beyer The Benchmarking Company 5165 MacArthur Boulevard, Second Floor Washington, DC 20016 202/249 -1500 alisa@benchmarkingco.com
  2. 2. TREND #1 Self-renovation Fascination Every minute of every day, we aren’t just someone new, we are someone better. Renovation is big. And in 2011, we will be renovating more than ever before. But not in the sense of houses or homes, instead; we are in virtual frenzy of renovating ourselves. Every minute of the day, we choose the ‘better me’ we want to be, and we are on the improvement train 24/7, 365. Self-help books, DVD’s, workout programs, vitamins and nutritional supplements, beauty creams/serums/and procedures, carbon credits, green lifestyle choices. All of this and more is at our beck and call to helpus constantly improve ourselves and our lives. The ability to micro-edit and literally fine-tune our lives and ourselves for the better has only just begun to hit its stride. Look for even more ingenious ways to improve life on a daily, if not a moment to moment basis, in the very near future.How is my brand helping her to be a ‘better her?’ How will my brand be a part of her renovation? Copyright ®2010 • The Benchmarking Company
  3. 3. TREND #2Outsourcers-R-Us It takes a lot of help to live our lives, and we aren’t about to trade-down. The economy may still be recovering, our 401k’s may have lost some of their cushioning, our budgeting on food and entertainment may have become more mainstream than not, but one place where we aren’t going to budget? Our outsourcing. These days, most of us have ‘people’. Someone to clean our houses, mow and maintain our lawns, do our taxes, watch our kids, fix our cars, grow our wealth, put us through our gym paces, and even keep us sane, and we view them all as necessary, normal and needed extensions of our daily lives. And while some may view this type of help as extraneous, for the majority — it’s rapidly becoming a way of life, and we won’t compromise on affording it, regardless of our financial circumstances. We may be broke as a joke, but Merry Maids will be at our house four times a month keeping our lives (and us!) in order. How is my brand her expert peep? Copyright ®2010 • The Benchmarking Company
  4. 4. TREND #3 Me-moments She’s got an exit strategy, and she doesn’t feel badly about it. It used to be that Calgon was how women got away from it all, but as I think we can all agree, that ship has sailed. Today, it’s about me-moments — carving out ‘me-time’ that is more meaningful than just a bubble bath (not that those aren’t meaningful in their own way). Instead, women want moments to themselves that are impactful and give us back a sense of peace, of purpose and of passion. What would have been unheard of in the past is now atrend for the present — exit-strategizing: women re-claiming time for themselves at the expense of friends, family and even responsibility. Separate vacations, book clubs or women’s groups, weekend days that are dedicated ‘mommy-free zones’ are just a few of the ways that women are mindfully (and thoughtfully) severing themselves from their ever-growing list of responsibilities — even if only for 5 minutes — and reclaiming a sense of self and of ‘me’. How is my brand supporting her desire for ‘special me time’? Copyright ®2010 • The Benchmarking Company
  5. 5. TREND #4 Home Base Even in the big city, we are becoming local-yokels. Just as the food world has embraced locavore eating, more and more of us are starting to embrace locavore living. All local resources, all of the time has become a key driver for not only how we eat, but our lifestyle choices, as well — and it’s here to stay. We are committed to shopping, buying and supporting ourlocal and regional shops, sellers, producers, growers and retailers in ever-increasing numbers — even in the midst of huge cities with vast purchasing opportunities at our fingertips. The allure of buying local is more than just quaint; as we clean-up from theeconomic turmoil of the past few years, the need to focus on local resources has become a critical component in helping to rebuild not only our local retail infrastructures, but our local communities, as well. How does my brand help her feel like she’s a local yokel? Like she’s supporting local efforts? Copyright ®2010 • The Benchmarking Company
  6. 6. TREND #5 Entitlement Youth-on-demand. (aka - young looking is my right.)Let’s face it. Entitlement is powerful. It’s led us to aspire to cars, jobs,homes and lifestyles with a single-mindedness second to none. Now, the idea of entitlement has turned to youth, or more specifically, looking younger. Where it used to be enough to encourage women to wear sunscreen and try to delay the appearance of wrinkles, today — immediately firmer, smoother, radiant, and more youthful skin is no longer something we should have to work for — it’s considered our right. From baby boomers all the way down to wrinkle-free twenty-somethings, we all feel entitled to look younger, better, prettier, faster. And, to have as few flaws as possible. It’s not enough for beauty products to just promise results, they must promise results that can be seen and felt within minutes if not instantaneously. Which is a good thing because minutes are all most women have, and all that they can spend, in their quest to find that which will make them look younger. How does my brand…really? Do I need to answer this one for you? Copyright ®2010 • The Benchmarking Company
  7. 7. TREND #6 Rolling Holy The rise of the new religion and how it’s going to save us all In the midst of rising scandals and religious turmoil, it would seem that a general turning away from religion would be ascending, yet — in 2011, the trend will be the opposite. Only, it won’t be religion as we are all necessarily accustomed. We want faith, we want to feel part of a religiouscommunity, but what we don’t want are the trappings of traditional beliefs: guilt, penance, purgatory. As the lines between faith and philosophy become ever more blurry, a new kind of religion has emerged that takes the best of both, and melds them into a phenomenon that gives us the aspiration we crave, without the guilt that we don’t. Today’s religious leaders — many of whom aren’t necessarily preachers or priests — such as Joel Osteen, Dr. Wayne Dyer, and Louise Hay, helm massive congregations, write best-selling books and inspire millions of us to live faith-full lives where personal responsibility, forgiveness, generosity, gratitude, and love are the fulcrum of our beliefs, not guilt or dogmatic parameters. Far from being a fad, this new evolution of religion is a here- to-stay trend that has not only made people feel better about religionoverall, it has inspired and spurred thousands of us to re-think the way we approach every facet of our daily lives. How is my brand part of her ‘positive religious revelations’? Does my brand make her feel good about her choices? Copyright ®2010 • The Benchmarking Company

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