UK Brand Trends July 2010 - Polestar Communications
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2. Introduction This document showcases a variety of contemporary consumer and brand trends. Polestar’s own insights are the main focus with a variety of sources used to highlight the points made, which are noted throughout the piece.
3. Trends 1. Real Time, Real World, Real Life vs. Virtual 2. Apps for Everything 3. Partnerships and Crowd-Sourcing 4. Green 5. Traditional Pursuits Reclaimed 6. DIY Dreams 7. Generous Brands 8. Mum Power
5. a) Increased clutter in Apps as brands all seek to offer something new. Becoming an expected part of brand’s activity – and increasingly important as a marketing channel, as user numbers increase for smart-phones 2. Apps for Everything b) Enabled consumers of the best apps use, rate, feedback and send them to other users . Hugely valuable crowd-sourcing opportunity for brands in a climate where iPad apps are growing 3x faster than iPhone Apps did. c) Mobile isn’t just about apps. 10.4 m UK consumers access the internet via mobile. There are 1.6bn bank accounts in the world but 4bn phones so financial transactions will drive use.
6. c) Partnerships with other brands - trading off each other’s brand values and consumers b) Government enlisting the help of the public - crowd sourcing 3. Let’s Get Together: Partnerships & Crowd-Sourcing a) Brands forming partnerships with consumers - ultimate brand involvement. An increase in crowd sourcing is made easier through social networking
7. c) Consumers becoming more aware and conscious of the importance of ethics when making their purchases b) Increasing levels of corporate acceptance & acknowledgement of the benefits (more than just for the planet) in doing so a) Despite the recession, Green is still a major trend and is continuing to gain momentum 4. Easier to be Green
8. c) Women, especially are embracing a return to traditional pursuits but not at the expense of gender equality; negative connotations of them seem to have fallen away - they are no longer seen as old-fashioned b) Nostalgia and a “return to the good old days” sentiment is a resounding theme too. There is a desire to return to perceptively simpler and happier times. a) Recession seems to have affected people’s attitudes to leisure pursuits as well. There is a definite “back to basics” theme present as traditional values are welcomed back. 5. Traditional pursuits reclaimed
12. Trends don’t occur in isolation Real Time Apps Crowd-sourcing Societal changes Recession, rise in consumer confidence in the internet etc Generous Brands DIY Dreams Green Mums Traditional Pursuits
13. For the full report or for more information contact:KiranKaur: kirank@polestarcommunications.comMegan Butler: meganb@polestarcommunications.com
Hinweis der Redaktion
The online revolution hasn’t led to a generation (or two) of stay at home zombies.Nor has it led to the demise of traditional, mass media consumption.Rather, it is fuelling social lives and mass media consumption in a very different way.
http://www.timesonline.co.uk/tol/news/politics/article7145761.ece - Govt articlePerceived benefits of crowdsourcing include the following:Problems can be explored at comparatively little cost, and often very quickly.The organization can tap a wider range of talent than might be present in its own organization.[5]By listening to the crowd, organizations gain first-hand insight on their customers' desires.The community may feel a brand-building kinship with the crowdsourcing organization, which is the result of an earned sense of ownership through contribution and collaboration.
Facebook has not only given everyone their own “space” on the worldwide web but has also encouraged people to share content with each other, strengthening networks and confidence in the internet. Blogging sites like Twitter have given people a voice; you no longer have to be an expert to have an opinion that is worthy of being heard. It seems everyone has something to say - this has led to a feeling of empowerment, making everything that didn’t seem achievable before, seem very possible.We have already seen the web helping people to DIY their dreams; a would-be musician can have a decent following on MySpace and if video is your thing, you can have your own YouTube channel. A rise in online shopping and trust in the web has led to an increase in online businesses too.
3 drivers:Recession and consumer rejectionDesire for institutions that careMore opportunities for giving and sharing, and more people who will criticise you if you don’tExamples of generosity trends from trendwatching.comCo-donateBrand ButlersFree lovePerkonomicsTryvertising
