The document summarizes the top 10 trends of 2012 as identified by BuzzMG CEO Tina Wells. The trends are: 1) Conscious Consumption, 2) Profitable Purpose, 3) Cake Baking, 4) Instanity, 5) Hand-Me-Ups, 6) Wharholism, 7) Communal Consumption, 8) Existential Experience, 9) Technoholism, and 10) Segmented Engagement. The trends are based on surveys, immersion experiences, and interviews with BuzzMG's Buzz Spotters institute and focus on influences that will impact the year among Millennials.

1. THE TOP 10
TR E NDS
Of 2012

2. Who was
INVOLVED?
Each year BuzzMG CEO Tina
Wells releases a list of trends
for the year. Based on surveys,
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Institu te
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Trends
9000
immersion experiences, and
Parents
personal interviews, Wells
compiles a list of trends that
will influence the year. bu z z S p o tte rs
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3. #1: Conscious
Consumption
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.
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4. #2: PROFITABLE
PURPOSE
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.
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5. #3: CAKE BAKING
There needs to be more
transparency with their consumers.
No, I’m not literally talking
A behind-the-scenes view of
about baking a cake. This is an
designing the new J. Crew
analogy for the process of collection migh t be the push needed
making products. Millennials are to get Millennials interested in
more interested in the process the product. Millennials like the
of, say, baking a cake, than in process more than the product.
buying the cake. So what does
this mean for businesses?
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6. #4: INSTANITY
This convenience has led us to
expect everything at the exact
moment we want it. It’s not
solely Millennials driving this
I introduced this trend in my marketing trend. We all want our economy
book, Chasing Youth Culture And Getting fixed righ t now. We all want wars
It Righ t. Instanity is simply the insane ended and our troops sent home
focus of having everything now. This is righ t now. In this world of the
wh 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 a
minute: snap and print a photo, find a
book and download it to a device and
even cook a meal.
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7. #5: HAND-ME-UPS
Tweens and teens are swapping newer
tech nological devices with their parents,
who aren’t as obsessed with having the
newest and the latest. Maybe it’s an
effect of the Recession, maybe not.
Families are finding ways to be more
resourceful post-Recession and this
includes parents and children swapping
tech tools.
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8. #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 media
ago, this trend is showing plenty of
spotligh ts, even A-listers are
staying power with our Millennials. They
losing their shine and appeal with
are not obsessed with fame; they just
every drunken hookup showcased
know it’s easily attainable. This wasn’t
all over the world. The real issue
the case for any of the generations before
lies in talent.
them. This trend may eventually mean
bad news for Hollywood.
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9. #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 the
celebrity? The Kardashians would tools to do it. There is no
reckon no. Even so, Millennials are substitute for a great
moving on and moving fast. For experience, but it’s unclear
instance, 2011 was the worst year at where that experience will come
the box office in decades. Are from in the future.
Millennials quickly losing interest
in A-listers?
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10. #7: COMMUNAL
CONSUMPTION
In all of my research over the past
15 years, I’ve always found that
One word to describe this trend: Millennials are committed to the
music they love see it as the
Spotify. Music ownership is no
soundtrack to their lives, etc. But do
longer a necessity. Renting our they want to buy music? That is the
favorite songs – or new ones we $100 million question. Well, at least
migh t be curious about – serves now we know they don’t mind
us just fine. renting it and sharing their picks
with their friends.
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11. #8: Existential
experience
They have watched their parents save every
The real winners in Millennial dime and invest in “big, safe companies”
marketing will understand how that have ultimately let them down. They
important 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 less
This extends from the simplest “coffee money selling CDs are surely earning more
experience” to life changing service via live shows. It’s no accident that
experiences in places like Africa. For popular artists like Cee-lo and Lady Gaga
a generation who gets so much flack in have over-the-top personas and even more
the media, they have truly figured out imaginative stage shows.
the meaning of life.
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12. #9: TECHNOHOLISM
In my book, I discuss how we’re all Tech nology doesn’t kill magazines or
becoming Tech noholics, completely newspapers or music. What hurts
consumed with tech nology. This is these media is when we decide to stop
not changing anytime soon. If you innovating. Content is king and
want to engage with Millennials, you always will be. Create an interactive
must understand the role experience with content, no matter
tech nology plays in their lives. what the platform, and consumers will
When we get scared of it as engage.
marketers, we tend to disconnect
with our consumers
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13. #10: SEGMENTED
ENGAGEMENT
What this really means is that
Sadly, 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 has
million different places. We check this really changed? Nike said, “Just
text messages in movie theaters, do it” in 1988. Short, sweet, and to
tweet important speeches and shop the point is nothing new.
and text photos of what we’re
buying. The list could go on forever
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14. CONTACT
US
Buzz Marketing Group
1515 Market St.
Suite 1810
Philadelphia, PA 19102
215.399.5679
www.buzzmg.com
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