12 Crucial Consumer Trends for 2012

12 Crucial Consumer Trends for 2012

“In 2012, some brands will be staring into the abyss, while others will do exuberantly well. Even with the backdrop of nations defaulting, we see more opportunities than ever for creative brands and entrepreneurs to deliver on changing consumer needs. Which is why we’ve compiled this list of trends that businesses can profit from in the coming 12 months.”

Find a short summary of the 12 trends below:

1. RED CARPET
In 2012, all shapes, sizes and sectors of business, if not entire cities and nations, will roll out the red carpet for the new emperors; showering Chinese visitors and customers with tailored services, perks, attention and respect. (Including examples from Hilton, Starwood and Harrods.) More >>>

2. DIY HEALTH
Expect to see consumers take advantage of new technologies to discreetly and continuously track, manage and be alerted to any changes in their personal health. (Including examples from Jawbone, Ford and Lifelens.) More >>>

3. DEALER-CHIC
In 2012, consumers will continue to hunt for deals and discounts, but do so with relish if not pride. Deals are now about more than just saving money: it’s the thrill, the pursuit, the control, and the perceived smartness, and the status. (Including examples from American Express, Nokitum and Daitan.) More >>>

4. ECO-CYCOLOGY
Brands will increasingly take back all of their products for recycling, and do so responsibly and innovatively. (Including examples from Dell, Nike and Garnier.) More >>>

5. CASH-LESS
Will coins and notes completely disappear in 2012? No. But a cashless future is (finally) upon us, as major players such as MasterCard and Google work to build a whole new eco-system of payments, rewards and offers around new mobile technologies. (Including examples from Google, PayPal and Square.) More >>>

6. BOTTOM OF THE URBAN PYRAMID

The majority of consumerism is urban, yet in much of the world city life is chaotic, cramped and often none too pleasant. Nevertheless, the creativity and vibrancy of these aspiring consumers means that the opportunities for brands which cater to the them are unprecedented. (Including examples from PepsiCo, NCR and Aakash.) More >>>

7. IDLE SOURCING
Making it downright simple (or effortless) for consumers to contribute will be more popular than ever in 2012. Unlocked by the spread of ever smarter sensors in mobile phones, people will be able and (more) willing to broadcast information about where and what they are doing, to help improve products and services. (Including examples from Street Bump and Waze.) More >>>

8. FLAWSOME
Why to consumers, brands that behave more humanly, including exposing their flaws, will be awesome. More >>>

9. SCREEN CULTURE
Thanks to the continued explosion of touchscreen smartphones, tablets, and the ‘cloud’, 2012 will see a SCREEN CULTURE that is not only more pervasive, but more personal, more immersive and more interactive than ever. (Including examples from Sky, 8ta and Huawei.) More >>>

10. RECOMMERCE
It’s never been easier for savvy consumers to resell or trade in past purchases, and unlock the value in their current possessions. In 2012, ‘trading in’ is the new buying. (Including examples from Decathlon, Amazon and Levi’s.) More >>>

11. EMERGING MATURIALISM
While cultural differences continue to shape consumer desires, middle-class and/or younger consumers in (almost) every market will embrace brands that push the boundaries. Expect frank, risqué or non-corporate products, services and campaigns from emerging markets to be on the rise in 2012. (Including examples from Diesel, Johnson & Johnson and Sanitol.) More >>>

12. POINT & KNOW
Consumers are used to being able to find out just about anything that’s online or text-based, but 2012 will see instant visual information gratification brought into the real and visual world with objects and even people. (Including examples from Starbucks, eBay and Amazon.) More >>>
View all 12 full trend descriptions, including examples of brands from around the world already making the most of these trends at www.trendwatching.com/briefing

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