More top trend predictions for 2009
More top trend predictions for 2009
Brainmail from NowandNext is a handy free newsletter dedicated to trends, innovations and other miscellany. The stories, statistics and 'facts' appearing in brainmail are sourced from a variety of reliable publications worldwide.
Here are some of the reported predictions/trends for 2009 it has rounded up.
Consumers - 1:
Being brainy (clever leaders are smart when times get tough)
Drinking tap water (saving money meets saving the planet)
Wearing glasses (call it the Tina Fey effect)
Going back to school (to improve your employment prospects)
Having a sense of humour (in tough times people need a laugh)
Being subtle and authentic (cheap chic beats barmy bling)
Being healthy (but it's more than your weight)
Ref: The Star (Canada)
Consumers - 2:
According to the digital edition of Stores magazine, 2009 will see "subtle yet substantive shifts in attitudes towards spending and saving." Specifically, expect to see momentum behind the idea that 'cheap is cool'. Also expect time (or rather the lack of) to continue to be a big driver, customers becoming 'information omnivores' and customers seeking items that convey a sense of home and hearth (i.e. comfort & security). Backstage trends include risks associated with outsourcing, business analytics (doing something useful with the data), greening (especially carbon footprints and labelling), rethinking supply chains and metrics to assess sustainability.
Ref: Stores (US)
Consumers -3:
According to Entrepreneur magazine, some of the trends to watch for this year include:
Green - irrigation, clean energy, organics and environmental services
The economy - discount retailing, debt management and business coaching)
Health - personal health portals, wellness coaches and retail health clinics
Boomer business - financial planning, travel & anti-aging
The Web - web apps, mobile apps, online video, blogging and web 2.0 Consulting
Ref: Entrepreneur (US)
Consumers - 4:
Predictions for 2009 from JWT, the ad agency, include the following; affordable nutrition, cloud computing, credit card diets, distraction as entertainment, electric bikes, giving circles, graphic novels, incognito luxury, outliers (as a term), solar power (at home), the small movement, sustainable fisheries, twitter me-toos, widgets, wikileaks and xbox streaming.
Ref: Suite 101.com (US)
Consumers - 5:
Detoxing
Credit crunch couture/Upcycling
The dowdy look
Feedback 3.0
Ref: Seattle-Post Intelligencer (US)
Consumers - 6:
According to The Trends Research Institute, 2009 will witness a Great depression followed by a revolution. In between these two events people will be growing their own vegetables and listening to cheerful music and 'swinging sounds'.
Ref: The Sunday Star Times (NZ).
Consumers - 7:
According to Andy Bond, CEO of Asda Wal-Mart, shoppers will hate waste of all kinds this year. Other predictions about the attitude and behaviour of the typical UK shopper include a shift from eating out to eating in, a swing towards saving and the replacement of bling and excess with prudence and modesty.
Ref: The Times (UK)
Cooking:
Cooking at home
Cooking with a conscience
Steaming and braising
Detox and brain enhancing foods
Persimmon, hibiscus, chimichurri and piri piri
Peru, India, Morocco and Spain
Sherry, viogner and vinegar
Punch at large-scale events
Comfort foods in restaurants
Nuts
Ref: Star Telegraph (US)
Food - 1:
Value is back and the greening of the food chain continues. Smoked meats are in and so too are rustic cuisine, late night dining, house made charcuterie, wine bars (with food), Gastro-pubs, Japanese noddles, Peruvian food, artisan coffee roasters, bar menus, rosemary, cinnamon, turmeric, tarragon and ginger.
Ref: Canada.com
Food - 2:
What's hot in food? According to Reuters the answer is: customised foods (e.g. My Muesli in Germany), alternative sweeteners (e.g. Stevia and Agave nectar), recession diets (less organics), the food nanny state (e.g. taxes on soft drinks and making restaurants display calorie counts for each dish) and food safety.
Ref: Reuters (UK)
Wine - 1:
2009 will see a move towards bargain wines (anything on special) and there will be a continued shift towards environment friendly wines (lighter glass bottles or alternative packaging to reduce freight costs and the use of recycled water).
Ref: Financial Times (UK)
Wine - 2:
Going green
Alternative packaging
Small bottle sizes
Wines from China, India, Turkey, Croatia and Uruguay
Ref: quaffwine.blogspot.com
Restaurant - 1:
Expect to see less pretension, more simplicity and casual restaurants with fixed price menus (In other words more bistros and osterias). Also expect to see more all day
breakfasts (due to the comfort factor), more charcuterie platters, more Peruvian food and more noodle bars.
Ref: NPR (US)
Restaurant - 2:
More innovation around delivery services and price
Micro-regional cuisine
Local menus
More small plate and fixed price dining
Upscale kids menus
Ref: Technomic (US)
Retail:
It's fairly obvious that 2009 will see a substantial level of retail casualties, especially in the US and the UK, but what else is in store? Customers have been suffering from
over choice for a long time, so 2009 will see less me too-merchandise. Moreover, customers will have a new choice which is not to shop at all, so expect a slimming down of concepts, a decline in store numbers and a new emphasis on core values and unique brand propositions.
Ref: About.com (US)
Travel - 1:
A survey by he world's biggest online travel community (Tripadvisor) claims that going leaner and going greener are among the top travel trends for 2009. Leaner refers to low-cost vacations and staying at home while greener refers to the rising popularity of outdoor activities and eco-friendly hotels.
Ref: Tripadvisor.com (US)
Travel - 2:
2009 will witness more solo travel, more special interest holidays, global warming sightseeing, value vacations and 'one tank trips' (of petrol/gas).
Ref: Blog/seattlepi.nwsource.com (US)
Sport:
What changes will affect sport in 2009? According to one report the answer is shrinking schedules (e.g. less events caused by the economic crisis), a decline in sponsorship (again due to the recession), shorter, TV-friendly versions of sport (eg PGA Power Play championships, played over nine holes not eighteen) and a rise in player power.
Ref: The Guardian (UK)
Technology - 1:
Two big tech trends for the coming year include people having more screen time at home and the rise of the internet assistant. The former refers to people shifting entertainment experiences to the home (due to the recession but also due to various new products), while the latter refers to tools that track user preferences and make useful suggestions. AroundMe on the iPhone is an early example of the shape of things to come.
Ref: Business Week (US)
Technology - 2:
Smartphones
Twitter as a platform
Mini PCs go mainstream
Faster supercomputers
Faster chips (but overall the market dips)
iWorld mania continues with sale of 200 millionth iPod
WiMax roll-out hits a wall
More flexible models for media consumption
Continued growth of video gaming
Extended use of virtual worlds
Ref: Futurememes.blogspot.com (US)
Counter technology trend:
According to the Nikkei Weekly, people in Japan are returning to paper and ink technology, especially A5 and A6-sized mega diaries and other jumbo thought collectors.
Ref: Nikkei Weekly (Japan)
TV/movies:
Science fiction will be huge in 2009 because the genre captures the zeitgeist of a looming dystopian future based upon climate change, scarce resources and global terrorism. A good example is 'Fringe', a cross between The X-Files, The Twilight Zone, Outer Limits and Altered States.
Ref: The Australian (Aus)
Business:
According to an article in the McKinsey Quarterly, education, media, insurance, healthcare and in-home food consumption all stand up relatively well during recessions. Industry sectors that suffer the most include out of home entertainment (i.e. ticket sales), housing, tobacco products, clothing, transport, personal care and eating out of home. Ref: McKinsey Quarterly (US)
Marketing:
Nine predictions/marketing trends courtesy of Leo Burnett: The New Realism, Hyper Reality, The Trust Economy, Eco Austerity (saving money as much as saving the planet), Digital.tv (on-demand and IPTV), Thread Marketing (diverse but ultimately threaded content), Generation Game (s), The End of Fact (both fact checking and objectivity) and Brands as Vehicles (the end of static brands).
Ref: Leo Burnett (UK)
Saturday, 31 January 2009 15:41