The document discusses various topics related to sustainability, luxury, and consumer trends. It begins by outlining some of the projected effects of climate change, such as rising sea levels and changes to agriculture. It then discusses challenges in various industries and markets in the current economic climate, including rising costs and falling retail sales, employment, and 401k plans. The remainder of the document explores concepts of "eco-luxury" and "simplexity" in consumer trends, focusing on incorporating sustainability and scarcity into product development and marketing in unique ways.

2. “Luxurize” is the
Next Super Size
Andy Ford
CultureWaves®, Chief Insights Officer
www.culturewav.es

3. Weather & Planet
During the past century, the
atmospheric temperature has risen
1.1°F and sea level has risen several
inches. Some projected, longer-term
results of global warming include
melting of polar ice, with a resulting
rise in sea level and coastal flooding;
disruption of drinking water supplies
dependent on snow melts; profound
changes in agriculture due to climate
change; extinction of species as
ecological niches disappear; more
frequent tropical storms; and an
increased incidence of tropical
diseases.
- Columbia Encyclopedia, 2009

4. Financial Market
Federal officials tossed
American International
Group another financial
lifeline... providing up to
$30 billion more to help
the staggered insurance
giant deal with a record
$61.7 billion loss in the
final three months of last
year. Retail sales are
The average
LATIMEs.comS 3.1.2009
estimated to fall by
401(k) plan lost 4% in the first
27% in 2008.
Foreclosure activity increased by quarter of 2009
- Boston Herald,
81% 2008—Nearly 3.2 million - Reuters, 1.12.2009
1.28.2009
filings on more than 2.3 million
properties reported.
- RealtyTrac, 12.2008

5. Job Market
In January, the
unemployment rate rose
to 7.6%. Employment has
declined by 3.6 million
since the start of the
recession in December
2007; about one-half of
this decline occurred in
the past 3 months.
- U.S. Department of Labor, 2.6.2009

6. And We’re Going to Serve Our
Customers This?

7. How Do We Give
Them Luxury?
TODAY TOMORROW
Green Eco-Luxury
Abundance Scarcity
Simple or Complex Simplexity

8. Haven’t Developed a Green Strategy?
Paper costs “Greening
Consumers
and demand MIT” Program
steer clear of
for foodservice Could Save
“greenwashing
disposable will the School Up
”
increase by to $400,000
3.4% per year per Year
Colleges See
a 25-30%
Drop in Food
Waste Per
Person When
Trays are
Student Select Colleges Based
Removed
Upon Their “Sustainability
Report Card”
50,000 Pounds of Trash Coffee
Hauled Away After Each Grounds
San Francisco Chargers Provide
Game Source for
Biodiesel Fuel

10. At the Same Time, Consumer Are Finding
Upgrades in Unexpected Places
Hospitals Get
5-Star
“Mystery
Upgrades
Meat” No
More—
College
Cafeterias Go
Gourmet

11. Enter Eco-Luxury
Select a Live Customers
Sustainably-Raised happily pay up
Pig for Butcher Eco-Friendly
to $5 for
High Fashion
organic hot
High-Rise
at Target
dogs
Urban
Farming
Wal-Mart
Poultry Jewelry Can World’s First
Manufacturer Be Traced to Certified
Rolls Out Mine of Origin Organic Bar
Farm-of-Origin
Labeling

12. Scarcity
• LTO
• Niche Foodie
• LRO
• Niche Special Needs
• POS

13. Scarcity: LTO
I Left This Here for You to
BMW Mini EV: Some Restrictions Apply
Read
48-HOUR T-SHIRT PROJECT
Whole Foods Brings Rare Arctic Char
to Market
Coca Cola Orange

14. Scarcity: Niche Foodie
Flavor Lab: Customer flavor The old drinks are here
experimentation with him in spirits
A Brand New Breed of Burger
Salt Gets a Shakeup
Elusive Foodies Can Be Reached
Foodie Survival Kit

15. Scarcity: Forced Foodie
Home cooking: a resolution Liquor stores open school of wine 2009: Year of the home cook
that's clearly in focus
in and out list of ingredients for cooking at home Family food feud: relearning the
value of home cooked meals

16. Scarcity: LRO
Home team and Home brew:
Custom made and limited edition gear
Take a Foodie Staycation My Local Beer Quest
Available only @ Nike Sao Paulo
Skillet: Regional Street Food with Foodie Flair
Foraging for What is Truly Canadian

17. Scarcity:Niche Special Needs
energy drinks seek new niche Gluten free heats up
Special diets an opportunity
for Whole Foods
Soft: Clothing for Children
with Sensory Disorders
Low GI Diet Protects Eyes

18. Scarcity: POS
Sales are like Crack
H-Mart: A World of Bargains Luxury Prices Are Falling
to Compulsive Shoppers
It May Be Time to Think About Buying a House Sacrifice 10 friends, earn a free Whopper

19. Simplexity
• Simpler times and tastes
– Classic Comfort
– Contemporary Comfort
– Bacon Nation
• Using only what’s necessary to achieve
something simplistically complicated
– Stupid Simple
– Crowdsourcing
– New Forms

20. Simplexity:Classic Comfort
2009 will be a
KFC applies original recipe
year of
to new menu items.
Starbuck’s Oatmeal
comfort food and
cocktails.
As the economy falls, classic Punch returns in trendy
comfort food gains popularity. boutique restaurants.
Comfort food begins to show
up in Vogue magazine.
“I would like to see
my childhood favorites
incorporated into modern dishes.”
CharlesnCharge84

21. Simplexity: Contemporary Comfort
Taking comfort food to new levels and forms.
Macaroni and cheese takes on Chips & dip get a
new forms. modern makeover.
QSR’s adding comfort
Deconstructed Comfort Food
items to menus.

22. Simplexity: Bacon Nation
A national craving for a single flavor
leads to it’s incorporation into several
food mediums.
Bacon lip balm to
“make everything taste like bacon”.
Bacon Flavored Gum Maple Bacon Coffee

23. Simplexity: Stupid Simple
Utilizing the basics.
Frustration-free Packaging
9 Inch Plate Diet Burgers going back to the basics.

24. Simplexity: Crowdsourcing
Taking ideas and opinions from consumers to create niche and regional market tastes.
Kraft crowdsources recipes Google crowdsources a concert
from bloggers. at Carnegie Hall.
Cowdsourced Restaurants Crowdfunded Breweries

25. Simplexity: New Forms
Creating new products to revitalize brands, flavors and trends.
Microsoft launches clothing line.
Camel SNUS
Digital Camera Gift Cards
Japan’s Quarter Pounder burger joints. T.G.I.Friday’s for home cooking.

26. Thank You
andy.ford@culturewav.es
twitter.com/aford