researching and translating trends
trend research identity research vision development
March 2007
Trendslator
MOOD 07
consumer
trends + trendslations

researching trends >> www.trendslator.nl

researching and translating trends
MOOD 07
seven consumer
trends
TASTE • FEEL
• CARE • SHARE
STAY • HEAL • TRUST

MOOD 07 >> TASTE

trends >> TASTE
the consumer
consumer trend
• an increasing attention for
the senses and a need for
sensorial experiences
consumer values
• emotional stimulation
• total multisensorial
experiences
• sensorial enrichment
• experiencing nature and
culture through the senses

trends >> TASTE

trendslations >> emotional brands
the consumer
consumer insight
• consumers want to be part of
the world of the brand
consumer needs
• brands with a story
• brands that enable
consumers to create their own
story
• brands that offer a sensorial
experience
• brands that involve people in
an emotion

MOOD 07 >> FEEL

trends >> FEEL
the consumer
consument trend
• the traditional division
between female and male
becomes outdated
• the smaller the differences
the bigger the attention for
them
consumer values
• feminine • caring
• honest • friendly • faithful

trends >> FEEL

trendslations >> female marketing
the consumer
consumer insight
• women see, do and think
differently from men
• prejudices need to be
adjusted
consumer needs
• a more realistic image of the
wants and needs of women of
today
• brands and marketing
focused on the mentality of
women

MOOD 07 >> CARE

trends >> CARE
the consumer
consumer trend
• making the world a better
place in a practical and active
way by personal initiatives
consumer values
• practical idealism
• engaged realism
• personal initiatives
• social awareness and
responsibility
• positivism

trends >> CARE

trendslations >> new pattern
the consumer
consumer insight
• the attention for fairly
produced clothes increases
• there is a demand for 'style
conscious' and 'hiphonest'
fashion
consumer needs
• transparancy in the fashion
industry
• products that are
manufactured in a human and
sustainable way

MOOD 07 >> SHARE

trends >> SHARE
the consumer
consumer trend
• there is an interest in
relationships of family and
friends because of the need to
connect
• there are all kinds of
networks of friends and
relatives
consumer values
• familiar • cordial and helpful
• together • connected
• sociable

trends >> SHARE

trendslations >> connecting people
the consumer
consumer insight
• people meet on the internet
• consumers share their
opinions and experiences
• all forms of interactivity are
possible
consumer needs
• connecting and sharing
• the sharing and exchanging
of ideas, insights and
inspiration
• to become friends with the
friends of your friends

MOOD 07 >> STAY

trends >> STAY
the consumer
consumer trend
• recent political events are
putting pressure on european
national identities
consumer values
• a national sense of belonging
• cultural, social and religious
boundaries
• recognizable and trusted
traditions
• common and shared symbols

trends >> STAY

trendslations >> local heroes
the consumer
consumer insight
• trusted brands meet with the
need for recognizability and
authenticity
consumer needs
• brands based on national
traditions
• local is trusted and
recognizable
• national heroes are authentic
• cultural elements, typical
French, Flemish, Basque,
Finnish etc.

MOOD 07 >> HEAL

trends >> HEAL
the consumer
consumer trend
• health trends will be focused
on mental well being rather
than on physical health
consumer values
• inner enrichment and
deepening
• personal growth
• slowing down and being
patient
• a meaningful life

trends >> HEAL

trendslations >> real beauty
the consumer
consumer insight
• beauty comes from within
• it is time for real beauty
• beauty has many shapes,
sizes and ages
consumer needs
• een broader, healthier and
more realistic idea of beauty

MOOD 07 >> TRUST

trends >> TRUST
the consumer
consumer trend
• conscious consumers do not
just want the best price or
quality, but also fair trade and
fair traders
consumer values
• transparancy in price and
quality and clearness in
company performances
• fair and honest: walk your
talk
• ethical ways of consumption
and production

trends >> TRUST

trendslations >> closed doors
the consumer
consumer insight
• freedom of speech and
protection go hand in hand
consumer needs
• free exchange of data,
information and ideas for
everybody
• open and at the same time
protected systems
• accessible technology in
combination with reliable
information

researching and translating trends
trend research identity research vision development
March 2007
Trendslator
get in the mood!
www.trendslator.nl
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