trendwatching.com (@trendwatching) is predicting 10 consumer trends for the coming year. How will the following affect your publishing agenda?
1. PRESUMERS & CUSTOWNERS: As consumers will embrace even more ways to participate in the funding, launch, and growth of (new) products and brands they love, expect pre-ordering, crowdfunding, and consumer equity to compete with traditional consumption in 2013...
2. EMERGING²: While the last two decades were about developed markets catering to emerging ones, and emerging markets increasingly catering to developed ones, it's now time to get ready for an explosion in products and services from emerging markets for emerging markets...
3. MOBILE MOMENTS: For those wondering where ‘mobile’ will head next, one behavioral insight should give you plenty to run with: in 2013, consumers will look to their mobile devices to maximize absolutely every moment, multi-if-not-hypertasking their experiences, purchases, and communications...
4. NEW LIFE INSIDE: One sign-of-the-times eco-trend for 2013: the phenomenon of products and services that quite literally contain new life inside. Rather than being discarded or even recycled (by someone else), these products can be given back to nature to grow something new, with all the eco-status and eco-stories that come with that...
5. APPSCRIPTIONS: Digital technologies are the new medicines. In 2013, expect consumers to turn to the medical profession and medical institutions to certify and curate health apps and technologies, or to “prescribe” them, much as they prescribe medicines as part of a course of treatment...
6. CELEBRATION NATION: Emerging markets will proudly export and even flaunt their national and cultural heritage in the next 12 months. Symbols, lifestyles, and traditions that were previously downplayed, if not denied, will be a source of pride for domestic consumers, and objects of interest to global consumers...
7. DATA MYNING: To date, the ‘big data’ discussion has focused on the value of customer data to businesses. In 2013 expect savvy shoppers to start reversing the flow, as consumers seek to own and make the most of their lifestyle data, and turn to brands that use this data to proactively offer customers help and advice on how to improve their behavior and/ or save money...
8. AGAIN MADE HERE: The perfect storm of consumers’ ever-greater lust for NEWISM and niches, the expectation of (instantly!) getting just the right product, ongoing eco-concerns, and the desire for more interesting stories will all combine with the spread of new local manufacturing technologies such as 3D-printing and make-on-demand, to trigger a resurgence in domestic manufacturing in established markets in 2013...
9. FULL FRONTAL: So what’s next for the mega-trend of transparency in 2013? Brands must move from ‘having nothing to hide’, to pro-actively showing and proving they have nothing to hide...
10. DEMANDING BRANDS: 2013 will see switched-on brands (i.e., brands that are embarking on the much-needed journey toward a more sustainable and socially-responsible future) demanding that their customers also contribute...
See Infographic.
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