This document discusses trends and counter trends that influence marketing. It defines megatrends as large, slow-forming changes like population aging or immigration that influence activities for decades. Trends are more individual and appeal to personal identity. Examples of megatrends given are aging populations, assimilation, and redefining family structures. The document then discusses behavioral megatrends like increased connectivity and individualism. It provides examples of trends in areas like travel, reviews, and luxury goods. The document concludes with tips for marketers to stay aware of trends through various online sources and to focus marketing on consumer needs.

1. Mega Trends & Counter Trends:
Create Marketing Plans
with Lasting Impact
Presented to March 2010
Lake Charles Ad Fed

2. Our mission today…
Define and describe mega trends and counter
trends that influence your markets.
Understand how today’s trends affect how your
markets respond to your messaging
Learn how to get an edge in creating marketing
plans and advertising campaigns with impact
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3. Definition
• Fads
– Fleeting, in the moment
– Louboutin skin cage pumps
or Kors gladiator flats?
• Trends
– Individualism is established
– Flavors, sounds, styles that
appeal to the “me” inside
– Retro-looking automobiles
– 60s clothing
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4. Mega Trends
• Aging p p
g g population
• Immigration and diversity
• Population growth
• Suburban sprawl
Megatrend: large, social, economic, political, environmental
or technological change that is slow to form Influences wide
form.
range of activities, processes, perceptions, possibly for
decades
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5. Megatrends and Trends
Megatrend: Aging population
Trends:
T d Buying habits, ld
B i h bit elder care, healthcare, workforce gaps
h lth kf
when baby boomers retire
Megatrend: Assimilation
Trends: Shift from acculturation to maintaining ethnic identities
Megatrend: Redefinition of family and role of family
Trends: Single-headed HHs, unmarried couples, home schooling
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6. Behavioral Mega Trends
• Smart products
p
• Smart kids*
• Time compression
• Libra effect
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7. Where kids can do what they Wannado…..250 ways
Art Academy
Movie production
State Farm Bank
Circus training
Storytelling
Stor telling
Flight simulators
Broadway theater
y
Pizza chef school
City courthouse
Publix supermarket
Coffeehouse (adults)
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8. Global Consumer Trends
• Age complexity
• Gender complexity
• Life stage complexity
• Income complexity
• Sensory experiences*
• Connectivity
• Individualism
• Less is more
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9. Travel Anywhere….(Be One with the World)
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10. Consumer Trend #1: Business as Unusual
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11. Consumer Trend #2: Urbany
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12. Subtrend: Urban Pride
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13. Consumer Trend #3: Real-time Reviews
Live reviews from aboard the maiden flight of BA’s new all-business service between London
City and JFK
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14. Innovative Marketing Trends – Tools
• Leveraging offline & online
connections
ti
• Green & grey
• Co-creation
Co creation (ideation &
products)
• CGA (consumer generated
adv’g)
d ’ )
• Buzz tracking
• “New” value marketing
New
• Crowd sourcing (open call)*
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15. Consumer Trend #4: [F]luxury
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16. Old Brands are Fresh
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17. 17

18. Counter Trends
• Trend
– Life is good
• Counter Trend
– Trust no one
• Trend
– Eat healthy
• Counter Trend
– Eat like a king
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19. Consumer Trend #9: Profile Myning
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20. Consumer Trend #10: Maturialism
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21. Trends in How We Work
• Outsourcing / collaboration
• 24/7 culture
• Authenticity…
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22. Authenticity
• Outsourcing / collaboration
• 24/7 culture
• Authenticity
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23. Trends in How We Work
• Outsourcing / collaboration
• 24/7 culture
• Authenticity
• Spirituality in the
S i it lit i th workplace
k l
• The third place …
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24. The Third Place
• Def: A place other than
home or work where a
person can go to relax
and feel part of the
community
• Comfortable place
where it’s easy to enter
conversation
• Are your clients creating
this for their customers?
• Are you creating this for
your employees…your
clients?
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25. B-to-B Marketing Trends
• Define customer needs / REAL VALUE
• Lead charge / process for ORGANIC GROWTH
• Better UNDERSTANDING/ TOOLS for MANAGING VALUE
• Generate better B-to-B marketing / METRICS – ROI
B to B
• SPEED NEW OFFERINGS / HIT RATE – De-
commoditization
• Bring full t t i impact of marketing to THE C SUITE
B i f ll strategic i t f k ti t C-SUITE
ISBM Trends 2010 Study
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26. 26

27. What do do?
• Consumer centric – immerse yourself in their lives
• Think small – be a brand evangelist – word of mouth,
limited run makes it exclusive
• Keep your edge – stay fresh on trend cool curiosity
fresh, trend,
• Tap in to pop culture – celebs are trendsetters
• Free agents empowered by tech – like niche brands like
g p y
LG, changing brand loyalty – all about NOW
• Brand personality – live relationship with customer –
stand f something
t d for thi
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28. Want to Keep Up with Marketing Trends?
tenbyten.org Collects pictures and words every hour with headlines of what’s happening right now. Interactive presentation
of the pictures and words that define the time.
news.agendainc.com A blog about pop culture and brand strategy.
blogpulse.com
gp An automated trend discovery system for blogs.
y y g
thecoolhunter.net Roaming the globe so you’re in the know.
dailycandy.com The latest trendy items by city. Updated daily with features on new products, services, restaurants, more.
flavorpill.com Publisher of filtered cultural information, distributed in a series of graphical email magazines.
google.com/trends/hottrends A fascinating look at the top search terms, by category. What’s on other people’s minds?
iconoculture.com Translates emerging trends and consumer insights across p
g g g product categories, lifestyle segments, and
g , y g ,
demographic groups.
influxinsights.com Articles about emerging trends.
marumushi.com/apps/newsm A visual snapshot of world news.
ap/newsmap.cfm
psfk.com A blog dedicated to interesting cultural trends and tidbits.
splendora.com
splendora com A fashion and style site with city guides weekly forecasts articles and more
guides, forecasts, articles, more.
springwise.com New business ideas from around the world.
transculturalism.com Focused on cross-cultural interests including identity and the modern quest for belonging.
trendcentral.com Bite-sized insights into global consumer trends.
trendhunter.com A magazine dedicated to finding what’s cool before anybody else.
trendwatching.com
trendwatching com “Most visited source for information on consumer trends Taps over 6 000 trend-spotters to identify emerging
Most source” trends. 6,000
trends.
urbanpioneerproject.com A global social anthropology eliciting the aid of urban volunteers.
utne.com Reprints the best articles from over 2,000 alternative media sources to collect the latest ideas and trends
emerging in our culture.
Source: GetFutureThink.com
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29. Life Philosophy: Keep the Shiny Side Up!
Contact me at ssaurage@SaurageResearch.com or on Facebook or LinkedIn
Blog: www RealitySpikes com
www.RealitySpikes.com
@RealitySpikes
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