INTRODUCTIONWelcome to the Executive Summary oftrendwatching.com’s 2013 Trend Report.The full Trend Report features 10themes, broken down into 40+ready-to-apply consumer trends, allillustrated with countless examplesfrom brands and entrepreneurs alreadyputting them into practice, as well asa framework on how to apply trends.Read the Trend Report to gain insightsthat will inspire you to launch successfulinnovations of your own. Ultimately,that will mean increased profitsover the undoubtedly tumultuous(but exciting) next 12 months.Time to get going!
REMAPPEDThe balance has finally tippedIn 2013, the combined GDP of emerging marketswill exceed that of advanced markets for thefirst time. The impact of this tectonic shiftwill be deep and long lasting, but get readyfor EMERGING2 (emerging markets catering toother emerging markets) and CELEBRATIONNATION (brands flaunting their emerging market (SELF)ACTUALIZEDheritage), and start catering to new VIRGIN ME, ONLY BETTERCONSUMERS, NOUVEAU BRICHE emergingmarket tourists, and less affluent consumers at In 2013, more consumers than ever will adopt newthe BOTTOM OF THE DEVELOPED PYRAMID. technologies, platforms and experiences to measure (QUANTIFIED), compete (GAMEPROVEMENT) and learn (ED-YOU) their way towards a better self. Either for real, or via VIRTUAL CONSUMPTION. Welcome to the (self)-transformation economy. www.trendwatching.com
DECENTERED Because (most) brands just aren’t that interesting Informed and empowered, it’s little wonder that somewhere along the line consumers CRAMMING lost interest in most (self-centered) brands. Brands wanting to make an impact in More, newer, faster, better, now. 2013 should embrace transparency and The sheer number of new product and service go FULL FRONTAL, dish out TOUGH launches will be greater than ever in 2013. This LOVE and start making demands of their insane abundance means that for consumers, own, or even turn themselves into a every choice taken means a thousand choices SERVILE BRAND, unless they think they deferred. No wonder consumers will be can get away with EGONOMICS? obsessed with maximization: whether via Make renting or streaming (ACCESSHIP), extreme socialization (SOCI-ALL), or hyper-experiential, Making. Consuming. Disrupted. ultra-convenient MAXIMIZED or MOBILE 2013 will see the ongoing democratization MOMENTS. Amid all of this, don’t forget the of manufacturing meet new ways to engage inevitable counter trend, UNCRAMMED. with and fund products, disrupting a range of business processes: from ideation and design to sales and marketing. Think extreme and instant personalization (MADE FOR ONE), and localized manufacturing in (AGAIN) MADE HERE.www.trendwatching.com Meanwhile, turn to enthusiastic PRESUMERS to fund new products, and see if you can attract loyal CUSTOWNERS (customer-investors).
DATASHAPED How data is remaking the consumer experience In 2013, the vast oceans of data that consumers create every day – on their habits, preferences, lifestyles, relationships, and more – will be brought to life. Expect personalization, but not as you know it. This is about true individualization: eerily intelligent (REAL-TIME RELEVANCE), automatic (AUTO-ME), physically responsive (EMBODIED), and helpful (DATA MYNING). But get it wrong and you’ll AMBIENT be blocked: cast into DAM-NATION. Connected. Everywhere. Always.REVALUED 2013 will see digital technologies consolidate their importance in the lives of many consumers: byValue: unlocked, sold, shared fading into the background. Dive into our round-upMulti-directional consumerism – renting, lending, of connected technologies and their applications:sharing – will reach a tipping point in 2013, as from omnipresent shopping (SURFACE RETAIL), topeer-to-peer (P2P and TASKSUMER) platforms the liberating convenience of an OUTSOURCEDgain enough liquidity to become practical and LIFE, to the instantly actionable GLANCEABLEwidespread, and the increasing importance of DATA. Also included, a glimpse at somereputation drives the rise of TRUSTONOMICS. www.trendwatching.com game-changing future DEVICES & DEMOS.
APPLY URBAN FUTURE A toolkit to take you from insights to profitable The future is utterly urban The city is the center of society: the engine DON’T FORGET trend-led innovations Watching trends is really about launching of economic activity, the cultural heartbeat, Ongoing trends, trend-led innovations of your own. Which and the primary driver of human progress demographics & a reminder is why we’ve also included a chapter – as such it’s impossible to look at the on how to APPLY trends, covering: consumer arena in 2013 without looking at Included here are just a few of the trends INNOVATION TARGETS (where to target the state of the world’s cities. Businesses featured in previous Trend Reports – from your trend-led innovations), IDEATION should look to create URBANIZED products FLAWSOME to CASH-LESS to TRYVERTISING EXERCISES (three ways to generate new and services, as well as offering efficient, – that still offer huge opportunities to ideas) and an EXECUTION BLUEPRINT (a sustainable CITY SOLUTIONS. One further innovate, followed by a selection of emerging guide to navigating the launch process). area to watch in 2013: the TIER II TREASURE demographics. And also a reminder that, All you need to profit in 2013 ;-) lying beyond glamorous megacities. for all the opportunities within the 2013 Trend Report, most consumers aren’t (yet)www.trendwatching.com fully living many of the trends featured. MASS still rules, and many consumers DON’T CARE. Something to remember when dreaming up The Next Big Thing.
NEXTAfter reading the full 2013 Trend Report,as a Premium Client you can also:• Download and present the PPT version of the full Trend Report to your colleagues or clients, and make sure they’re in the know too.• Download the relevant Industry Trend Report, featuring key trends and leading innovations across 15 major B2C industries.• Dive into the Trend Database (which indexes all our 100+ trends and 7,000+ trend examples) and search for specific trends or innovations.• Or check out the Premium TIPS section, and find more on how to best apply these trends to your business.So, go to www.trendwatching.com/premium/login to findeverything you need to start launching ‘on trend’ innovationsof your own. If you have any comments, suggestions or questions please email Paul Backman, Head of Client Services, at email@example.com, or Henry Mason, Global Head of Research and Managing Partner, at firstname.lastname@example.org.
About trendwatching.comEstablished in 2002, trendwatching.com is theworld’s leading trend firm, scanning the globe forthe most promising consumer trends, insightsand related hands on business ideas.Our Premium Service counts many of the world’sleading brands as clients (think Google, Saatchi &Saatchi, Puma, Estée Lauder, Kia, Itaú Unibanco,Oxfam, Qantas, Levi’s, Haier, Coca-Cola, GodrejIndustries, Telefonica, Publicis, Target and manymore!), while our free monthly Trend Briefings goout to over 200,000 subscribers in 180 countries.More at www.trendwatching.com