Mega Trends & Counter Trends


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Mega Trends & Counter Trends: Create Marketing Plans with Lasting Impact
(1) Define and describe mega trends and counter trends that influence your markets.
(2) Understand how today’s trends affect how your markets respond to your messaging

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Mega Trends & Counter Trends

  1. 1. Mega Trends & Counter Trends: Create Marketing Plans with Lasting Impact Presented to March 2010 Lake Charles Ad Fed
  2. 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 2
  3. 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 3
  4. 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 4
  5. 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 5
  6. 6. Behavioral Mega Trends • Smart products p • Smart kids* • Time compression • Libra effect 6
  7. 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) 7
  8. 8. Global Consumer Trends • Age complexity • Gender complexity • Life stage complexity • Income complexity • Sensory experiences* • Connectivity • Individualism • Less is more 8
  9. 9. Travel Anywhere….(Be One with the World) 9
  10. 10. Consumer Trend #1: Business as Unusual 10
  11. 11. Consumer Trend #2: Urbany 11
  12. 12. Subtrend: Urban Pride 12
  13. 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 13
  14. 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)* 14
  15. 15. Consumer Trend #4: [F]luxury 15
  16. 16. Old Brands are Fresh 16
  17. 17. 17
  18. 18. Counter Trends • Trend – Life is good • Counter Trend – Trust no one • Trend – Eat healthy • Counter Trend – Eat like a king 18
  19. 19. Consumer Trend #9: Profile Myning 19
  20. 20. Consumer Trend #10: Maturialism 20
  21. 21. Trends in How We Work • Outsourcing / collaboration • 24/7 culture • Authenticity… 21
  22. 22. Authenticity • Outsourcing / collaboration • 24/7 culture • Authenticity 22
  23. 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 … 23
  24. 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? 24
  25. 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 25
  26. 26. 26
  27. 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 27
  28. 28. Want to Keep Up with Marketing Trends? 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. A blog about pop culture and brand strategy. gp An automated trend discovery system for blogs. y y g Roaming the globe so you’re in the know. The latest trendy items by city. Updated daily with features on new products, services, restaurants, more. Publisher of filtered cultural information, distributed in a series of graphical email magazines. A fascinating look at the top search terms, by category. What’s on other people’s minds? Translates emerging trends and consumer insights across p g g g product categories, lifestyle segments, and g , y g , demographic groups. Articles about emerging trends. A visual snapshot of world news. ap/newsmap.cfm A blog dedicated to interesting cultural trends and tidbits. splendora com A fashion and style site with city guides weekly forecasts articles and more guides, forecasts, articles, more. New business ideas from around the world. Focused on cross-cultural interests including identity and the modern quest for belonging. Bite-sized insights into global consumer trends. A magazine dedicated to finding what’s cool before anybody else. 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. A global social anthropology eliciting the aid of urban volunteers. Reprints the best articles from over 2,000 alternative media sources to collect the latest ideas and trends emerging in our culture. Source: 28
  29. 29. Life Philosophy: Keep the Shiny Side Up! Contact me at or on Facebook or LinkedIn Blog: www RealitySpikes com @RealitySpikes 29