Top 10 Trends of 2012

THE TOP 10 TR E NDSOf 2012

Who was INVOLVED?Each year BuzzMG CEO TinaWells releases a list of trendsfor the year. Based on surveys, buzz Spo tt Institu te e rs u th Buzz Yo YI) (b 10 Trends 9000immersion experiences, and Parentspersonal interviews, Wellscompiles a list of trends thatwill influence the year. bu z z S p o tte rs buzzmg.com

#1: ConsciousConsumption Millennials are still consuming. The Recession proved to be more of a reset button, allowing them to focus on what’s important. Brands like TOMs shoes and F EED are examples of how Millennials are purchasing great products while supporting philanthropic causes at the same time. This is a trend that’s here to stay. buzzmg.com

#2: PROFITABLEPURPOSE This term is frequently used by Adam Braun, founder of the nonprofit Pencils of Promise. For these organizations to survive and appeal to a new generation of donors, they will have to understand the power of profitable purpose. Millennials want to feel a personal connection to the brands they’re supporting. Simply writing a check won’t do; Millennials need the experience. buzzmg.com

#3: CAKE BAKING There needs to be more transparency with their consumers.No, I’m not literally talking A behind-the-scenes view ofabout baking a cake. This is an designing the new J. Crewanalogy for the process of collection migh t be the push neededmaking products. Millennials are to get Millennials interested inmore interested in the process the product. Millennials like theof, say, baking a cake, than in process more than the product.buying the cake. So what doesthis mean for businesses? buzzmg.com

#4: INSTANITY This convenience has led us to expect everything at the exact moment we want it. It’s not solely Millennials driving thisI introduced this trend in my marketing trend. We all want our economybook, Chasing Youth Culture And Getting fixed righ t now. We all want warsIt Righ t. Instanity is simply the insane ended and our troops sent homefocus of having everything now. This is righ t now. In this world of thewh y I’ve dubbed Millennials as the 24/7 news cycle, there isn’t time“Microwave Generation.” Just think of for “later.”all the things we can do in less than aminute: snap and print a photo, find abook and download it to a device andeven cook a meal. buzzmg.com

#5: HAND-ME-UPSTweens and teens are swapping newertech nological devices with their parents,who aren’t as obsessed with having thenewest and the latest. Maybe it’s aneffect of the Recession, maybe not.Families are finding ways to be moreresourceful post-Recession and thisincludes parents and children swappingtech tools. buzzmg.com

#6: WHARHOLISM We’ve already seen the erosion of celebrities from the A-list trickled down to everyone else.Although I coined this term a few years And because of 24/7 mediaago, this trend is showing plenty of spotligh ts, even A-listers arestaying power with our Millennials. They losing their shine and appeal withare not obsessed with fame; they just every drunken hookup showcasedknow it’s easily attainable. This wasn’t all over the world. The real issuethe case for any of the generations before lies in talent.them. This trend may eventually meanbad news for Hollywood. buzzmg.com

#6: WHARHOLISM Would they rather stay home and make their own movies?Do you have to be talented to be a They certainly have all of thecelebrity? The Kardashians would tools to do it. There is noreckon no. Even so, Millennials are substitute for a greatmoving on and moving fast. For experience, but it’s unclearinstance, 2011 was the worst year at where that experience will comethe box office in decades. Are from in the future.Millennials quickly losing interestin A-listers? buzzmg.com

#7: COMMUNALCONSUMPTION In all of my research over the past 15 years, I’ve always found thatOne word to describe this trend: Millennials are committed to the music they love see it as theSpotify. Music ownership is no soundtrack to their lives, etc. But dolonger a necessity. Renting our they want to buy music? That is thefavorite songs – or new ones we $100 million question. Well, at leastmigh t be curious about – serves now we know they don’t mindus just fine. renting it and sharing their picks with their friends. buzzmg.com

#8: Existentialexperience They have watched their parents save everyThe real winners in Millennial dime and invest in “big, safe companies”marketing will understand how that have ultimately let them down. Theyimportant it is to this demographic to are committed to living life to the fullest.have “once in a lifetime experiences.” Recording artists who perhaps make lessThis extends from the simplest “coffee money selling CDs are surely earning moreexperience” to life changing service via live shows. It’s no accident thatexperiences in places like Africa. For popular artists like Cee-lo and Lady Gagaa generation who gets so much flack in have over-the-top personas and even morethe media, they have truly figured out imaginative stage shows.the meaning of life. buzzmg.com

#9: TECHNOHOLISMIn my book, I discuss how we’re all Tech nology doesn’t kill magazines orbecoming Tech noholics, completely newspapers or music. What hurtsconsumed with tech nology. This is these media is when we decide to stopnot changing anytime soon. If you innovating. Content is king andwant to engage with Millennials, you always will be. Create an interactivemust understand the role experience with content, no mattertech nology plays in their lives. what the platform, and consumers willWhen we get scared of it as engage.marketers, we tend to disconnectwith our consumers buzzmg.com

#10: SEGMENTEDENGAGEMENT What this really means is thatSadly, the idea of having someone’s marketers have a smaller window of“undivided attention” no longer time through which to reach consumers.exists. Our attention is divided in a Say it fast, say it righ t. But hasmillion different places. We check this really changed? Nike said, “Justtext messages in movie theaters, do it” in 1988. Short, sweet, and totweet important speeches and shop the point is nothing new.and text photos of what we’rebuying. The list could go on forever buzzmg.com

CONTACT US Buzz Marketing Group 1515 Market St. Suite 1810 Philadelphia, PA 19102 215.399.5679 www.buzzmg.com buzzmg.com

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Top 10 Trends of 2012

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