Consumer Trends 2012 - 4P research mix


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We have compiled for you the 2012 Trends Portfolio comprising 10 ready-to-use, well-described, nicely packed and served-on-a-platter consumer trends which shall affect the Polish market this year.

Our knowledge has been drawn from many sources, both internal and external, such as trend hunting reports, trade press monitoring, our own
surveys and interviews with experts. It is not incidental that this collection is named a “portfolio” rather than “trendbook” or “trend bible”.

Let this be a working portfolio, one you shall keep on your desk and use in your daily tasks rather than put on a shelf with picture albums. Why don’t
you make coffee stains on it, dog-ear the pages, make notes on the margins?! That’s what it is for.

Furthermore, we offer:
• “2012 Trends Portfolio” presentation for companies
• “2012 Trends Portfolio” comprehensive report
• trend analysis by category
• creative workshops with trend-based exercises

4P research mix offer a consumer trends study, for futher details please contact:
Barbara Frątczak-Rudnicka at: or Małgorzata Olszewska at:

Published in: Business, Technology

Consumer Trends 2012 - 4P research mix

  2. 2. Trends are current, right-on, and plain trendy. And we all want to know what the future holds - what surprises may be lurking round the corner, whereconsumers will find their next excitement, and how we can use it to our advantage. With this thought in mind, we have compiled for you the 2012Trends Portfolio comprising 10 ready-to-use, well-described, nicely packed and served-on-a-platter consumer trends which shall affect the Polishmarket this year. Not all of these are entirely new: some trends have been underway for a while now and we forecast them to continue over 2012.Our knowledge has been drawn from many sources, both internal and external, such as trend hunting reports, trade press monitoring, our ownsurveys and interviews with experts. It is not incidental that this collection is named a “portfolio” rather than “trendbook” or “trend bible”. The portfoliois an open structure to which one can add interesting content, latest news and inspirations, rearranging its contents according to your need. Weshall thus expand and complete our portfolio during the year, addressing the phenomena and micro trends that will have emerged in the market.Naturally, the 10 trends presented in the Portfolio - as you see it today - were chosen in an arbitrary and subjective manner; the “one and only rightcompilation” simply cannot be made without the help of a crystal ball… Therefore, in our 2012 Trends Portfolio we are focusing on the prominentand interesting trends and phenomena, which have been manifesting in Poland and can be applied by businesses. Rare, albeit interesting, behav-iours are not covered here. Neither will you find details concerning demographic trends, the aging of societies, the Occupy movements, or theenrichment of the BRIC Countries - even though we acknowledge the significance of all the above mentioned. What we do discuss in the 2012Trends Portfolio are large-scale consumer trends, vital issues, and things which can be put into use ‘here and now’.Let this be a working portfolio, one you shall keep on your desk and use in your daily tasks rather than put on a shelf with picture albums. Why don’tyou make coffee stains on it, dog-ear the pages, make notes on the margins?! That’s what it is for.4P research mix teamFurthermore, we offer:• “2012 Trends Portfolio” presentation for companies• “2012 Trends Portfolio” comprehensive report• trend analysis by category• creative workshops with trend-based exercises4P research mix offer for a consumer trends studycan be obtained from Barbara Frątczak-Rudnicka at: barbara.fratczak@4prm.comor Małgorzata Olszewska at:
  4. 4. KEY PHRASES Services: online advice for consumers, price comparison engines (,smart shopping, the new consumer, navigating the new normal, surgical,,, Ską,, consumer reviewsconsumers, dealer-chic, pragmatic consumption, frugality becomes lifestyle sites (,,, shopping list applications for mobile phones (Listonic), geolocation-capable applications for findingSMART CONSUMER is a widespread post-recession trend. Despite the bargains, group shopping sites (Groupon has 35 million users; in Polandfact that recession is over and economic indices have improved, consumers every third Internet user visits the site). The number of new group shop-have not revert to their pre-recession practices and habits. They preserved ping sites and offer aggregators (like comprising some 117the cautious, pragmatic, responsible attitude. Importantly, however, they portals!) is growing constantly.accepted behavioural changes induced in them by the economic crisis, Retail: discount stores are growing stronger (in 2011 the Central andreorienting their values and priorities, and finding new sources of satisfaction Eastern Europe’s largest retail chain was Biedronka - it owns nearly 1,9(thus: the new normal). thousands stores in Poland, 239 of which were opened in 2011; new storesConsumers keep on with their cautious attitude and high sensitivity to prices. are still being opened and the company successfully upgrades its image).They want to gain greater control over their lives and to curb the influence In 2011, a thousand and a half e-shops were created in Poland. Presently,exerted on them by institutions and brands, which they hope to achieve by their total number reaches 11 thousands. It was the fastest growing retailcontrolling what, when, where, and how they consume as well as what and channel in 2011. Soon to come: e-TESCO.where they buy. And they do have a repertory of relevant tools at their disposal! Given the fact that the scale of crisis phenomena in POLAND wasEXAMPLES incomparably smaller than elsewhere, the above has been largelyProducts: “Tide Basic” washing powder - rather than launching a “new and effectuated by adoption of lifestyle trends. On the other hand, Polesbetter” variant P&G choose to introduce a “basic” one; upgraded versions of scored high in comparative studies of shopper IQ (commissioned by Visaown brand products (TESCO, TARGET, SAFEWAY); e-coupons - via Internet, and conducted by The Future Foundation) - even before the crisis!cell phones.DRIVERS MANIFESTATIONS POTENTIAL• the remembered experience of the global • consumers keep buying less (not in Poland, • products in new versions: simplified, “slim”, “good enough” recession of 2008-2009 (hardly felt in though, but there is a change in the shopping • possibility to target lower-priced products at higher Poland) and concerns about the future channel structure) income shoppers (masspremium) (that does affect us) • they are thriftier, buy at discount stores, buy • still high potential of promotions (consumers are still• in Poland mainly in the form of life-style trends; own brands, via Internet very price sensitive) but it is also important that, also before (the • they are more prudent and pragmatic, they • durable, lasting goods rather than one season products last recession) pour consumer habits where waste less, repair more, rent and share more • new forms of consumption (collaborative consumption, different compared to the hyperconsuming • they have learnt to appreciate simplicity and rental culture etc.) West (high Shopper IQ of Poles) the charm of homemade/DIY goods • also: smart consumers seek more convenient• technology development equips consumers ways of buying, which gives room for the expansion with new tools of e-commerce2012 TRENDS PORTFOLIO / 4P research mix
  6. 6. KEY PHRASES EXAMPLESretail renaissance, retailtainment, retail safari, shopping adventure, Pop-up shops (an H&M container on the English beach; T-Mobile ‘gifts’tryvertising, transumers at the Old Town Market Square in Krakow; a black cube of Zuo Corp in Bracka Street in Warsaw), brand marriages (Sephora and Haagen Daaz),The SHOPPING SAFARI trend highlights turning shopping into an exciting limited editions of products (Gosia Baczyńska collection for Reserved;experience brimming with attractions and surprises. The idea is not just to Converse collection for different NYC districts), scent marketing (Allegrobuy things, but to enjoy the experience and learn something. Consumers on and Poznan City campaign using billboards exuding the aroma ofa shopping safari - transumers that is - look for attractions and experiences, crescent-shaped buns; Brise in Multikino), joyful experiences at storesnot wanting their daily tasks to be arduous, boring, or wearisome. Shopping (the format of Carrefour Planet; culinary workshops at DeLonghi; gamethen becomes an entertainment of sorts - a game, a hunt - while shopping consoles at Target), marketing communication (2011 Christmas sloganmalls play the part of the so-called ‘third place’. at the shopping centre Złote Tarasy: “The Call of the City. Enjoy the Hunt”; “January Bargainers” at Silesia City Center), and websites offering free samples (, IN POLAND: SHOPPING SAFARI is a developing trend. Given the shopping behaviour and attitudes of Poles (we like shopping, it doesn’t bore us, most of us are not glutted with consumption), the trend has a lot of potential.DRIVERS MANIFESTATIONS POTENTIAL• search for entertainment and excitement while • store as a place where to garner experiences • brand revitalization shopping (‘transumers’) and buy services (e.g. hair stylist available in • creation of new purchase situations• expectation of interactivity and the ‘online-offine’ the supermarket selling area) • activities prompting loyalty in consumers mix • pop-up shops and other non standard forms • attracting new consumer groups• urbanity (lifestyle) of sales • in marketing communication: reference to• redefinition of the ‘third place’ (other than home • geographically limited offers, or limited editions a hunt, race, play and work, where we like to spend time) of products• turn towards hedonistic values • free samples of products available at unexpected places • scent marketing2012 TRENDS PORTFOLIO / 4P research mix
  8. 8. KEY PHRASES EXAMPLEStech-up your life, off = on, connected lifestyle, screened interactions, live Virtual self-service kiosks - on the Internet and at the stores (JC Penny;streaming, life caching, augmented reality, gamification, playsumers, Maybeline), on-off mix (“My Best Fit” body scan and the resulting offeroutsourcing self-control, geolocation from 50 brands; avatars of Webkinz stuffed toys), life caching and live streaming (“Dear Sophie” Google ad; Friskies Le Bobo the photographerDIGITILIZED consumers seek to be constantly connected, never separating cat), self remote - i.e. applications that enable self-control outsourcingtheir online and offine lives from each other. The trend grows with advance- (fertility calendar; diet control applications; alcohol consumption trackers,ment of technology - especially smartphones and mobile Internet. Physical breath control apps, or task execution applications like Mindbloom orand virtual worlds merge and become one; in order to function effectively in EpicWin), websites like Foursquare or Facebook Places and relatedthis combined reality, and to not be shut out of the game, consumers must promotions. The use of augmented reality (KFC - Run for Krusher; mBankuse various applications and devices. DIGITILIZED consumers expect not - Myth Busters) and gamification (BMW - optimum fuel consumptiononly permanent Internet access and plenty of attractions (augmented reality) game); interactive touch screen billboards at bus stops (Yahoo).and games (gamification), but also amenities in daily life and a possibility to IN POLAND this trend is already strong in all its aspects, and it does notoutsource self-control (via applications and other tools). cease growing; its huge potential, though, has not been utilized marketing-wise - more is written about gamification and augmented reality than actually done!DRIVERS MANIFESTATIONS POTENTIAL• expectation to be connected 24/7 • numerous applications for smartphones • promotions at retail outlets and elsewhere• growing number of smartphones and touch • presence of brands in social networking web (geolocation, QR codes) screens sites • customer loyalty schemes (e.g. via social• increasing availability of the Internet (including • geolocation services networking sites), an opportunity to reach mobile Internet) • use of gamification and augmented reality in younger consumers• the growing up of the “digital natives generation” marketing • brand revitalization through greater online (digitized since childhood) • mediation/ substitution of interpersonal relations activity (digital self-service kiosks) • marketing communication related to life caching or defriending2012 TRENDS PORTFOLIO / 4P research mix
  10. 10. KEY PHRASES EXAMPLESunplugging, de-teching, offlining In technology: Digital Detox application (enabling temporary switching offas a reaction to: mobile phone, but irreversible during the period defined), Microsoft’s simpler (?) operating system called Windows Phone 7 (“Designed to gettechnology fatigue, digital information overload, hyper-connected lifestyle, you in and out and back to life”), Microsoft’s “Freedom” applicationan always plugged-in existence (temporarily blocking social networking sites). Other categories: offline venues - Iguana Unplugged Coffeehouse;UNPLUGGED consumers put restrictions on their use of the newest digital in tourism - Meribel Unplugged Ski Holiday, Ustroń Poniwiec (Bieszczadytechnologies, have greater control over using them, or simply want to “reset” Mountains!), The Monroe County Tourist Development Council (“There is- sometimes even a digital detox. It is a typical countertrend that emerged as no application for that!”); Spa Digital Detox Package.a reaction to the powerful trend for digitalization of life. Communication insights: Nescafe (“Get a little closer”); Dentyne pepper- mints (“Stop wasting your time online”); fast food - Whopper Sacrifice; Diesel clothing - “Stupid is analog” - Facepark. IN POLAND nearly half of all Internet users admit to have symptoms of digital fatigue. Marketing communication has hardly addressed the issue as yet. Nevertheless, there are some offers for “offline holidays”.DRIVERS MANIFESTATIONS POTENTIAL• rapid development of communication • symptoms of digital fatigue as revealed in • applications, online tools to facilitate content technologies research conducted among Internet users control, contacts control• changes in working style (convergence of work • initiatives undertaken individually or by a group: • product offers (e.g. simpler phones) and home modes) day without phone, week without Internet, • offers for offline services: holidays, 3-day digital• deficiency of human bonds and personal month without Facebook, etc. detox at a spa, unplugged wedding parties, relationships • children-oriented campaigns (screen-free week) festivities• redefinition (after the recession) of consumption and parent-oriented campaigns (Get off • insights to use in marketing communication and life styles (Slow Life, Real Life) Facebook and look after your child)• reports on how new technologies impact brain • various forms of digital detox functioning2012 TRENDS PORTFOLIO / 4P research mix
  11. 11. ECO2
  12. 12. KEY PHRASES ‘Bottom-up’ initiatives undertaken by consumers (‘Right to Dry’ in the USA) and corporations (TESCO: green ClubCard points). Education-related activity takensustainability, low carbon consumerism; eco-frugality, up by brands (two editions of Eco-School Programme produced by Panasonic;eco-design, eco-technology, eco-status, eco-tourism, eco-fashion, platform funded by BOŚ).eco-metering … eco-everything! Applications for carbon footprint monitoring and reduction (different versions ofECO2 trend has been growing in intensity over many years; stemming from the Carbon Footprint Calculator); helper apps for recycling (like,a powerful megatrend of the sustainable development it has now come to where GPS locates recycle drop-off points in the neighbourhood) or energyencompass all aspects of life and was additionally strengthened by the recent saving (Control4MyHome).recession. There are no signs of the trend losing its power. Everything still is, Eco-friendly variants of products and services (with small ecological footprint):and should be, ecofriendly. Timberland shoes, Motorola MOTO W233 handset (goods made of recycledECO2 trend means to decrease consumption according to the rule of “3 R’s”: material - PET bottles); electric cars (Chevy Volt - car of the year 2011);reduce, reuse, recycle (reduce consumption, waste and use of natural Otarian - low carbon restaurants (in Toronto, NYC, London); Topaz - the firstresources; reuse - remake, repair, borrow, exchange, give back; recycle - sort hotel in Poland to be awarded EU Daisy (granted to eco-friendly productsthe waste, collect recycled material, use reusable packages, relinquish dispos- and services); eco-tourism (Poland Naturally). Parking spaces for electric carsable goods etc.). (at Warsaw’s “Arkadia” Shopping Center). IN POLAND the trend has been around for some time. It has recently intensifiedEXAMPLES owing to diffusion of global trends in fashion, design and lifestyles and theNew 2012 Pepsi bottle made entirely of switch grass, pine bark, and corn adaptation of the Polish law to EU standards as regards environmentalhusks; Coca-Cola’s Plant Bottle made from 30% plant-based material, fully protection, carbon dioxide emissions, use of disposable packages, wasterecyclable. Milk and water are sold in glass bottles again (2011: Robico, disposal etc.Cisowianka).DRIVERS MANIFESTATIONS POTENTIAL• climate change, depletion of natural and energy • the career of the carbon footprint concept • eco-friendly products, services, buildings, resources (ecological footprint, environmental footprint) institutions; eco-cities• sustainable development • product labels, certifications, ecolabels • eco-friendly packages = good packages• the ‘back to basics, back to nature, slow life’ • organic products (now also clothes, diapers, • ecological positioning of brands trend strengthened by the crisis/recession pet products) • further growth / new dimension of CSR• ecological education and widespread public • new eco-friendly raw materials • consumer eco-education discourse - dissemination of knowledge on the • significant growth of recycling • “fast eco” - eco as a trendy gadget effects of our consumption habits, our approach • eco-design, eco-fashion to natural environment etc.2012 TRENDS PORTFOLIO / 4P research mix
  14. 14. KEY PHRASES EXAMPLESlocal idealized, slow food, buy local, local-love, freshmaniacs, local loco ‘Mazurski Smak’ brand (Mlekovita), ‘Dolina Narwi’ cheese (TMT Łomża), ‘Suchary Bieszczadzkie’ (San), flour from Roztocze (Smoryń), local beers (‘Ciechan’, ‘Krzepkie’, ‘Łomża’), campaigns/programs such as “I live here,LOCAL IDEALIZED trend has been around and kept going strong, for several I buy here” (Macro Cash &Carry). Bio bazaars, reactivation of the Sundayyears now. It is based on glorification of the local - i.e. products from the farmers market, milk dispensers (Toko Agri), websites offering “localneighbourhood, locality, specific region, or just native products. In simplified farmer’s basket” service, egg supply from local poultry breeders (,terms, ‘local’ means better, healthier, more natural. Consumers turned to local or milk delivery at your doorstep ( Programs forproducts because they grew weary of the unvaried offerings of mass brands, co-leasing a farmland (Alles Naturalen) or a cow. Luxury hotels and SPAbecame discouraged with the so-called ‘cucumber disease’ and the like resorts turning to local traditions, regional products and cuisines (Klekotkiaffairs, sceptical about GMO foods, suspicious of corporations, and more and Mill). Restaurants that integrate local traditions and serve regional dishesmore eco-oriented. The trend is also driven by local patriotism, the willingness made of seasonal produce (Atelier Amaro).to search for one’s roots, and nostalgia. IN POLAND this trend is present and growing, with small dairy co-ops (OSM) being especially active. Some large companies also use the potential of the local, albeit not across all aspects or product categories (the trend is hardly addressed in marketing communication or CSR).DRIVERS MANIFESTATIONS POTENTIAL• being weary of the mass FMCG offer • brands referring to specific regions • NPD: goods made from local ingredients, made• social responsibility, consumer patriotism • buying local foods in traditional ways (especially premium products)• ecological awareness • curiosity about where a product comes from • communication: information that product• ‘slow food’ and ‘slow life’ movements and how it has been made ingredients come from a specific region, • support for local shops and manufacturers mentioning special qualities of Polish regions,• return to the roots specifying the local on a more detailed level• deficiency of close community bonds (giving the name of town, or city district) • CSR-related activity: focus on the local communities, producers, cultural tradition etc.)2012 TRENDS PORTFOLIO / 4P research mix
  15. 15. RETRO-MODERN
  16. 16. KEY PHRASES EXAMPLESvintage glamour, retro chic, retro-mad, retro-modern, ethno-modern Applications for smartphones, which imitate the vinyl record or rotary dial sounds (Samsung, iPhone); CiTiz Nespresso coffee machine; kMix Kenwood Breakfast Range; cars: Mini BMW, Volkswagen Bulli, new FiatRETRO-MODERN trend is based on a penchant for vintage aesthetics 500; Łomża beer in stubby bottle; new package design for Masmix; limitedcombined with modern functionality and technological advancement of edition of Wedel Vintage; “Vintage Stories” collection by KappAhl, or “60sproducts. References to retro style in fashion, cuisine and automotive Pop” by Reserved; websites offering handicraft decoration and vintageindustry; popularity of handicraft and genuine vintage stuff. More and more clothes (,; ethno and retro motifs in designconsumers look for the authentic and unique - thus valuable - objects and (; stylized advertisements (KitchenAid’s ads in Art Decobrands; brands with a good design tradition, history, and class. The trend is style. In Poland: the PRL aesthetics.driven by: fatigue with mass retail offer, desire to stand out, turn towardstradition, nostalgia, search for one’s roots, search for authenticity, safety, lost IN POLAND the trend is vibrant, especially in fashion, householdchildhood or careless youth. Producers go back to different periods in the appliances, and FMCG design (on the product level rather than inpast - the pre-war times, the hippie era, or, most recently, back to the 1990’s. marketing communication, though).DRIVERS MANIFESTATIONS POTENTIAL• fatigue with mass offer and mass consumption • vintage-stylized but technologically advanced • package and product design• search for authenticity products • reactivation of old brands, repositioning of• recession; uncertainty of the future • revitalisation of old patterns, graphic designs, current brands• return of conservative values; nostalgia and shapes • creation of new brands with retro- or ethno-• hyperindividualism • affirmation of good quality, durability elements and uniqueness • technological solutions and applications which • vogue for the “authentic”, “vintage” refer to old technologies • craftwork, remaking, upcycling • advertising communication with traits of the vintage, nostalgia, good old times (storytelling)2012 TRENDS PORTFOLIO / 4P research mix
  17. 17. TOGETHER
  18. 18. KEY PHRASES Sądecki - Association for the Development of Tylicz); neighbourhood portalscommunity/digital community, joyning, local networks, community ( Return to the roots, discovery of one’s history etc. Presence ofof interest, connected experience, instant community (flash mobs), cities or residential areas in social media - brought about through the initiativefriending/de-friending of local authorities or residents themselves and thus developing members’ loyalty and involvement (‘Most Unofficial Homepage of Warsaw’). Communi-TOGETHER is not a new trend. It is related to an eternal human need to form ties of consumers who want to buy cheaper/better goods (The People’sgroups, do things together, and be close to people like us. Nowadays - Supermarket) or have been aggrieved by institutions, e.g. banks (,following the expansion of hyperindividualism, the emphasis on competition,, Contests stimulating community involvementrat race, personal success as well as the self-sufficiency trend - the time has ( - contest for academic communities).come to redefine what being together in a new form of community means. Short-lasting communities brought together by an idea (‘I Don’t Like Mondays’,TOGETHER trend has increased thanks to the possibilities offered by new ‘Born in 1978’, ‘Mad at Palikot’). Dinner gatherings (‘Pieprzownia u Carycy’,communication technologies and social media, but it has been thriving offline ‘Orgasmo de La Boca’, ‘Casa Bobbonis’), discussion meet-ups (‘Przystawkaas well - partly due to the growing disappointment with the transience and z kultury/Cultural entrée’, ‘UX Book Club’, ‘Freedomia’), cooking workshopssuperficiality of virtual relationships, and as reaction to phenomena induced (, personal development workshops, fabric painting workshops recession (need for support and solidarity). Virtual communities created by brands and based on a common passion related to a product category ( by Knorr, IN POLAND this trend is present and continues to grow. It should beBottom-up initiatives/campaigns aimed at resurrecting or finding formal remembered, though, that even before its emergence were interpersonalframeworks for the traditionally structured communities - like neighbourhoods relations in Poland more direct and less depersonalized than in other westernor regional localities (in Warsaw - My Narbutta Street, Żolibuch; in Beskid societies; traditional neighbourhoods and religious communities have been existing here, especially in smaller towns and villages.DRIVERS MANIFESTATIONS POTENTIAL• advancement of Instant Messengers and social • ecology- or art-oriented neighbourhood • establishing social communities around brands, media - which facilitates communication initiatives; public space revitalization products or categories between people • fun activities with strangers who have similar • in marketing communication: references to the• simultaneously: digitization of human interactions interests value of being/acting/owning/experiencing and the resulting deficit of direct relationships • sharing/exchange within a group, co-owning together; “us” rather than “I”• the experience of recession, which made people things • promotional campaigns for groups seek support and understanding in their • online interest groups with a specific mission • new forms of collective consumption immediate surroundings (‘the return of the or goal neighbour’, emphasis on ‘the local’) • ad hoc communities (transient social networks)• shift from owning to experiencing/being together brought together by a shared idea2012 TRENDS PORTFOLIO / 4P research mix
  19. 19. BE GOOD!
  20. 20. KEY PHRASES EXAMPLESsocial good, ethical marketing, „the rise of shared value”, Actions/campaigns like: Buy One Give One (books, laptops, spectacles,„the end of goodwashing”, Generation G condoms), Macy’s (, Pedigree (Doggelganger), The Girl Store & Nanhi Kali / Mahindra Foundation, Ethno Cafe Bílý Koníček, andBE GOOD! is not a new trend but, like a few others discussed above, Natura Rzeczy (The Nature of Things) - Christmas bazaar under a sloganthe recession experiences have strengthened it. Its growing power results “Santa Is Fair Trade, Too!”. Promotion of voluntary work: “2011 Coalition offrom consumer outrage at the behaviour of banks and governments, as well Volunteering Chairmen” which currently has 18 active members - chairmenas from sense of solidarity with those less fortunate (whether they be our of such companies as ENEA S.A., Danone, AXA Polska S.A., Citi Handlowy,neighbours or women in India). Furthermore, consumers and citizens have Medicover, Grupa TP, Bank Gospodarstwa Krajowego, or Tchibo many tools as never before to obtain information and control - “checking it Products, services, brands: fair trade products (Starbucks, Benetton), IKEAout!” they say, and don’t take baloney as an answer. (Sustainability Product Score Card).Another name for this trend is “Generation G” (G for Generosity not Greed) - Online shops selling fair trade products: Ethical Ocean, Novica,disappointed, distrustful, and increasingly better-informed consumers tend In December 2011 the first Polish offline shop offering fairto expect greater responsibility from businesses, willingly engaging in charity trade goods was opened in Poznan.actions themselves, especially if the latter requires little effort of them. The Applications/websites that facilitate control: Charity Navigator (“Your Guidetrend is most popular among Generation Y (Millenials), who are characterised to Intelligent Giving”), GoodGuide, FairTrade “a global social awareness”! IN POLAND the trend has been present and developing for quite some time,Simultaneously, we observe such phenomena as slactivism (all “support” boils yet we lag behind other countries as regards control and expectation ofdown to hitting the Like-button on Facebook) and compassion fatigue (being transparency!weary of permanent “obligation” to sympathize with others). Therefore, actionsor campaigns referring to this trend must be fresh, engaging, and “sexy”.DRIVERS MANIFESTATIONS POTENTIAL• change of priorities resulting from the recession • spontaneous grass root actions (brought to life • “ethical” benefits of the use of products/brands experience - consumers expect greater social on the Internet), digital support groups • new form of CSR - a holistic approach, more responsibility from everyone (including • support for socially and environmentally engaging and “sexy” themselves) responsible brands (e.g. carrot mobs) • new business models• loss of confidence in governments or public • “keeping an eye on things”, expectation of total • tools for the monitoring of institutions - institutions (like banks and large corporations) transparency governments, corporations, and NGO’s• the power of social media • voluntary labels; product certificates in ecological footprint, fair trade, and sustainable development index2012 TRENDS PORTFOLIO / 4P research mix
  21. 21. NAUGHTY
  22. 22. KEY PHRASES EXAMPLESnaughty, maturalism, time to loosen up a little bit, live a little References to eroticism in not erotic categories - e.g. food “spiced” with a pinch of eroticism, slightly shocking - e.g. ice cream made of breast milkNAUGHTY is a trend the followers of which once in a while indulge (BabyGaga Ice Cream), beauty creams for “sinful” women (SinCare).themselves (eating tasty but unhealthy food), are ‘incorrect’ and irresponsible Children’s products in “only for adults” versions - e.g. “naughty” Nintendo(wearing a fur), and behave egoistically (rewarding themselves with gifts). games, wine ice cream (Wine Cellar Sorbet), lollipops in erotic shapes.This tendency has increased recently in response to a long period of crisis- Self-pampering, eating “pleasure for the palate” food even if it is unhealthyinduced sacrificing. (Heart Attack Grill in USA, Lola’s Cupcakes in Warsaw).NAUGHTY is also a countertendency, a reaction to all the ‘correctness’ Marketing communication overtly referring to egocentricity: clothes by Crew,(environmental correctness, social correctness, self-restraint, common sense, Sephora cosmetics (Happy Selfgifting!), Zappos bags.responsibility etc.), normative character, impudence, and moralizing Self-gifting as the dominating trend last Christmas; in Poland such behaviourproclaimed by the other trends. was incited by the “Malemen” magazine). IN POLAND this trend is feeble yet. We have not been mauled by recession and so we do not feel the need to take frustration out by pampering ourselves. Nevertheless, the Polish society has clearly shifted towards hedonistic values over the last 10 years, which suggests a potential in this trend!DRIVERS MANIFESTATIONS POTENTIAL• fatigue with the moralizing present in many • in eating: “don’t ask, don’t tell” (how many • children’s products “for adults” previous trends calories, cholesterol, sugar etc. it contains) • promotions - e.g. “one for me one for you”• pursuit of autonomy resulting in nonconformity • “unhealthy” foods (in small portions, though!) • daring allusions in ads across new categories to (excessively) dominating social correctness • taboo-breaking, shocking (with tongue-in-cheek) • product and communication insights based on• being weary of the thrifty, responsible, • greater tolerance of egocentricity (e.g. self-gifting) egocentricity and overt egoism post-recession style of living and consumption • joking about the all-pervading correctness, or ostentatiously not abiding by it2012 TRENDS PORTFOLIO / 4P research mix
  23. 23. MORE »Each trend presented in this portfolio is related to a number of less or more common phenomena and micro trends, the most relevant of which are outlined below:1. SMART CONSUMERsmart shopping, the new consumer, the new normal, navigating the new normal, surgical consumers, dealer chic, pragmatic consumption, less is more, frugality chick,dynamic discounts, elasticity stretched, infolust, opiniomania, click’n’knowbut also: frugality fatigue and decision fatigue (choice cuts)2. SHOPPING SAFARIretail renaissance, retailtainment, retail safari, shopping adventure, tryvertising, third places, transumers, augmented reality shopping, tracking, mapping3. DIGITILIZEDtech-up your life, off=on (seamless), connected lifestyle, live streaming, life caching, playsumers, screened interactions, screen culture, interactive out of home,outsourcing selfcontrol, augmented reality, gamification, geolocation, mobile tipping point, shopping under the tech influence4. UNPLUGGEDunplugging, de-teching, offlining, scaling back tech consumption, media abstinence5. ECO2sustainability, low carbon consumerism (carbon footprint), eco-frugality, eco-design, ecotechnology, eco-status, premium-eco, eco-fashion, eco-metering, ecoeverything,enduring eco, eco-for-granted, zero-emission, eco-urban, urban farming, eco-cycle (upcycling, downcycling), eco-vertising, eco-learningbut also: eco overload, organic over-dose6. LOCAL IDEALIZEDlocal idealized, slow food, slow life, buy local, local-love, freshmaniacs, local loco, hyper local, still made here7. RETRO-MODERNvintage glamour, retro chick, retro-mad, renovated tradition, adapter ethnicity, retro-modern, ethno-modern8. TOGETHERcommunity/digital community, joining, local networks, community of interest, connected experience, local networks, instant community (flash mob), friending/de-friending,social fitness, collaborative consumption, social media everything9. BE GOOD!social good, ethical marketing, the rise of shared value, the end of goodwashing, transparency, socially correct products, Generation G, random acts of kindness, fair tourismbut also: compassion fatigue, slactivism10. NAUGHTYnaughty, maturalism, time to loosen up a little bit, live a little