Landor’s 2011 Trends Forecast: Market trends and their impact on Brands by Landor. Over the past year, we’ve seen our world grow smaller and more transparent.
People are feeling empowered by social media: breaking news on Twitter before it reaches major media outlets, boldly critiquing products and experiences online, trusting word-of-mouth over traditional marketing. Demonstrating sustainable practices has become the cost of entry for businesses and is no longer a differentiator in the marketplace. And the good a company does within and for its community is beginning to have an impact on its bottom line. In spite of a sobered financial consciousness, people are ready to be surprised and delighted again — not by the flashy or the fancy, but by authentic brand stories and personal connections. As public awareness of marketing, brands, and design continues to grow, those in the business of selling have to work harder and smarter to earn the money consumers are spending so carefully. Check-in - Aujourd'hui - Les 11 tendances 2011 de Marian Salzman. Trends to watch in 2011.
Many news publishing related trends built up speed and began taking hold in 2010, and are worth watching and considering further in 2011.
In no particular order, those trends are: Coupons and daily deals Leading the pack in 2010 was Chicago-based Internet coupon service Groupon Inc., which turned down a US$6 billion buyout offer from Google in early December and secured $500 million (of $950 million) at the end of the month. Publishers around the globe are trying out Groupon-like daily deals as a way to engage readers, and are beginning to see success. Social networking If 2009 was the year your mom joined Facebook, then 2010 was the year everyone else did, from your grandfather to your 12-year-old niece. Briefing 2011. 5 Crowdsourced Consumer Trends To Watch In 2011. Almost anyone you meet in marketing will usually be a fan of getting their data and insights about major trends in consumer behaviour from research reports.
After all, we generally pay a lot of money for them, and (ironically) many of the most authoritative are BRANDED either by a research organization, or by an authoritative institution such as a renowned business school. To some degree, this is valuable and much needed ... since anyone can publish the results of any unscientific poll or survey done hastily on Twitter and more weight to the "data" produced than they should. Yet you don't need an MBA in analytics to have a voice in spotting hot trends. For those of you who actively read and digest information about the world around you - Trendhunter.com has a home for your thoughts. Whether you happen to write your own blog or prefer to remain a participant instead of a creator, the site has built a platform for what they call "Crowdsourced Consumer Insight.
" Charitable Deviance. 2011 Trends. #1.
Uncertainty In 2011, nothing will be certain except uncertainty. With the economic recovery still brittle in many parts of the world, people will be looking for safety, reassurance and control. They will be disappointed. What people can expect, with some degree of certainty, is that there will be widespread anxiety, especially in financial markets, and there will be a background expectation that something will sooner or later go wrong. Trends for 2011. #8 “Long land” According to the World Bank, agricultural production must increase by 70% by the year 2050.
Why? The primary reason is demographic – there will be more people in the future and they will want something to eat. The second reason is consumption habits – more people with more money means switching to meat-based diets, especially in Asia (see Food inflation, trend #7). The third reason is bio-fuels. Top Trends for 2011. #7.
Food inflation Food has been cheap in many countries for a long time and people now view ingredients that were once considered luxuries as necessities. But this situation is about to change. The primary problem is population. There are simply more mouths to feed. However, the real issue is not so much demand per se but changing consumption habits. According to Nomura, the investment bank, “the surge in commodity prices in 2003-8 was the largest, longest and most broad-based of any commodity boom since 1980.” Implications Higher food prices and price spikes are one consequence, but also look out for changing eating habits. Trends for 2011. #5.
Resurgent Religion Imagine no religion. It appears that many people can’t. Education, science and technology are supposed to be making religion redundant but it appears that the opposite is the case. When times are complex and confusing religion offers people hope alongside universal truth. Indeed, when life becomes a struggle economically, or uncertain environmentally, religion offers an easy to understand view of why things are as they are and how they will eventually work out. Clearly the growth of fundamentalism is one aspect of this but religion is enjoying resurgence across the board, especially in the Southern Hemisphere.
Implications Expect to see a resurgence in traditional practices, rituals and beliefs, including pilgrimages. Trends for 2010. #9 Digital disenchantment Are you sinking in a sea of scurrilous spam?
How about drowning in deluge of digital dross? The internet, and Web 2.0 in particular, are wonderful things, but there are digital downsides, notably the fact that people are suffering from too much distraction. The result is computerized confusion on a grand scale. Top Trends for 2011. 2011 Trends. Trends for 2011. #3.
Discontent In the US, 20% of American men aged between 25-55 are now unemployed. In the 1960s 95% of the same group had a job. This could be reason enough to get angry but the bad news doesn’t end there. Food prices are rising, energy costs are increasing and the US faces the prospect of economic decline relative to the emerging powers, most of which have come out of the global recession relatively unscathed. In Europe things aren’t much better. Implications Rising rage founded on the realization that current generations may not enjoy the standards of living that were experienced by their parents and grandparents.
Trends for 2011. Trend #10 – No Trend My final trend for 2011 is that there is no trend. There are certain uncertainties, but beyond this it’s impossible to see what lies ahead. Trends for 2011. #2.
Volatility Intimately connected to uncertainty is volatility. The root cause of this is the connectivity now built into everything from financial markets to media and communications. This means the constant threat of cascading failure, with financial markets at the epicenter of seismic events. In some cases the risk can be real. Implications Commodity price spikes and wild fluctuations in the price of assets. Forecasting the Mashup of 2011 — The Media Equation. Click through a few years and suddenly the media landscape looks profoundly altered and punished, like a place where a serious earthquake was followed by a tsunami. News about the news business, once a rare commodity, now comes out of a fire hose, with many days bringing yet another shift in old paradigms. Two-year-old Web sites are worth more than 50-year-old magazines, storied newspapers are now owned by their lenders, cable news has been upended by partisan shouters, social media now preoccupies attention that used to be owned by mainstream producers, and that television screen in the family den is just one of the numerous screens people are staring at.
So let’s stipulate that the sky is falling and will continue to do so. Rather than look back at the creative destruction that has taken place, I thought it would be worthwhile to click on the future. THE END OF VERTICALS What if there were no such thing as television, print, Web and radio? Trendhunters: 20 ideas for 2011, a little “bureau de tendances” Ipsos publie son observatoire international des tendances émergentes en matière de consommation et de modes de vie (Trend Observer 2011)
Predictions for 2011. Influx's 50 predictions for 2011. S January 2011 Trend Briefing covering 11 CRUCIAL CONSUMER TRENDS FOR 2011. English not your preferred language? 100 things to watch in 2011. Summary of Trends for 2011+ I’ve been cruising around the web for information about trends for 2011 (so you don’t have to) and here’s what I’ve found that interests me.
This is essentially a summary of what a few trend watchers, researchers and consultants are saying. I’ve given credits and links after each set (i.e. these are not mine but I have done an edit on some). McKinsey 1. Distributed Co-creation moves Mainstream 2. Making the Network Organization 3. Global trends 1. 10 Predictions for the News Media in 2011. In many ways, 2010 was finally the year of mobile for news media, and especially so if you consider the iPad a mobile device. Many news organizations like The Washington Post and CNN included heavy social media integrations into their apps, opening the devices beyond news consumption.
In 2011, the focus on mobile will continue to grow with the launch of mobile- and iPad-only news products, but the greater focus for news media in 2011 will be on re-imagining its approach to the open social web. The focus will shift from searchable news to social and share-able news, as social media referrals close the gap on search traffic for more news organizations.