As 2007 draws to a close, Mint brings you exclusive insights from the global 2008 Trend Report from Trendwatching.com BV, the Amsterdam-based consulting company that relies on a network of about 8,000 trend spotters in some 70 countries to identify promising consumer trends and insights.
The network is based on volunteers who alert the company on trends they have spotted, be it a new male grooming lounge in Dubai to an affordable book publishing service for new writers in Canada. Such ideas are then simply emailed to the firm by the spotters, who register themselves with the company and collect points for every accepted trend. Points then add up to gifts. Mint readers, too, can register by visiting the site, Springspotters.com.
The Desktop Factory 3D printer
Here is Part III of edited excerpts from the 2008 Trend Report to give Indian companies and marketers lots of examples from around the world and, perhaps, new ways to pitch their products and services to Indian consumers. Parts I and II, which ran on Thursday and Friday, are available on our website.
5. ECO-ICONIC
Over the past few years, the eco trend has moved from Ecougly (ugly, over-priced, low performance alternatives to shiny traditional sphere products and services) to Ecochic (eco-friendly stuff that actually looks as nice and cool as the less responsible version) to Eco-Iconic in 2008, which are eco-friendly goods and services sporting bold, iconic design and markers, that help their eco-conscious owners to visibly tout their ecocredentials to peers.
So what does Eco-iconic look like?
Honda’s FCX Clarity is a fuel cell vehicle that runs on electricity powered by hydrogen, and emits only water vapour and heat. It will be certified by the California Air Resources Board as a zero-emission vehicle and by the US Environmental Protection Agency with the lowest possible federal EPA emission rating. Our verdict: the FCX will be more recognizable than the Toyota Prius, making an even more telling statement about the owner’s status sphere.
When designing your 2008 or 2009 eco-product line, don’t mirror what’s already out there in the non-eco world, but be bold, original, and yes, iconic.
6. BRAND BUTLERS
Consider this for 2008: if consumers value the authentic, the practical, the exclusive, and they’re also forever looking to make life more convenient, even save some time, then why persist in bombarding them with your mega-million one-way advertising campaigns? Instead of stalking potential and existing customers, why not assist them in smart, relevant ways, making the most of your products and whatever it is your brand stands for? Remember, giving is the new taking.
New initiatives: Procter and Gamble’s Charmin bathroom tissue brand has reopened its temporary 20-stall restroom at Times Square in New York.