These trends reflect deep-rooted changes in consumer perception and behavior. They are influenced by the economy, the news of the day, technology, community and concern for the environment. They range from the deep longing for transparency to the hunger for self-sufficiency and more. As marketers, understanding the role these trends play in influencing consumer behavior is critical to finding ways to help your brand grow.

1. Seven Consumer Trends to Ignore
If You Want to Be Ignored.
an integrated brand development and marketing firm

2. IT TAKES
MORE THAN A
GOOD PRODUCT
TO INSPIRE
BRAND DEVOTION.

3. IT TAKES
MORE THAN A
GOOD PRODUCT
TO INSPIRE
BRAND DEVOTION.

4. You must also
understand your
consumers’ state of mind

5. You must also
understand your
consumers’ state of mind
That state of mind is influenced
by the world that surrounds them

6. You must also
understand your
consumers’ state of mind
That state of mind is influenced
by the world that surrounds them
And reveals itself in the shape
of trends

7. TREND
NOT JUST
APPARENT,
TRANSPARENT

8. TREND
NOT JUST
APPARENT,
TRANSPARENT.

9. Folks are angry
NOT JUST APPARENT, TRANSPARENT.

10. Folks are angry and highly
distrustful
NOT JUST APPARENT, TRANSPARENT.

11. Folks are angry and highly
distrustful of big business
and government
NOT JUST APPARENT, TRANSPARENT.

12. A majority of Americans
gave corporate America
grades of
NOT JUST APPARENT, TRANSPARENT.

13. A majority of Americans
gave corporate America
D
grades of
NOT JUST APPARENT, TRANSPARENT.

14. A majority of Americans
gave corporate America
D or F
grades of
for honesty and ethics
NOT JUST APPARENT, TRANSPARENT.

15. Only 3
NOT JUST APPARENT, TRANSPARENT.

16. Only 3 in 10 Americans
NOT JUST APPARENT, TRANSPARENT.

17. Only 3 in 10 Americans
think the “public good” is a
strong factor in the choices
of corporate leaders
“Business Ethics in a Time of Economic Crisis,” Knights of Columbus/Marist College Institute for Public Opinion Research, February 2009.
NOT JUST APPARENT, TRANSPARENT.

18. IMPLICATIONS }
NOT JUST APPARENT, TRANSPARENT.

19. IMPLICATIONS }
Consumers demand transparency
NOT JUST APPARENT, TRANSPARENT.

20. IMPLICATIONS }
Consumers demand transparency
Acknowledge consumer complaints
and resolutions
NOT JUST APPARENT, TRANSPARENT.

21. IMPLICATIONS }
Consumers demand transparency
Acknowledge consumer complaints
and resolutions
Proactive customer service is more
vital than ever
NOT JUST APPARENT, TRANSPARENT.

22. IMPLICATIONS }
Consumers demand transparency
Acknowledge consumer complaints
and resolutions
Proactive customer service is more
vital than ever
If you make a mistake, be the first to
fess up
NOT JUST APPARENT, TRANSPARENT.

23. ONE COMPANY’S
ANSWER:
The Footprint Chronicles, a Patagonia
microsite, tracks the environmental impact
of 10 products, including CO2 emissions
and waste, and how Patagonia actively
offsets them.

24. 2
TREND
No.
WE’RE ALL IN THIS
TOGETHER

25. 2
TREND
No.
WE’RE ALL IN THIS
TOGETHER.

26. Consumers are
refocusing on what is
really important to them:
WE’RE ALL IN THIS TOGETHER.

27. Consumers are
refocusing on what is
really important to them:
family and friends,
WE’RE ALL IN THIS TOGETHER.

28. Consumers are
refocusing on what is
really important to them:
family and friends, their
community,
WE’RE ALL IN THIS TOGETHER.

29. Consumers are
refocusing on what is
really important to them:
family and friends, their
community, and the greater good
WE’RE ALL IN THIS TOGETHER.

30. A New York Times/CBS News poll
recently found Americans are spending
more time with family and friends,
WE’RE ALL IN THIS TOGETHER.

31. A New York Times/CBS News poll
recently found Americans are spending
more time with family and friends,
and nearly half
of Americans
WE’RE ALL IN THIS TOGETHER.

32. A New York Times/CBS News poll
recently found Americans are spending
more time with family and friends,
and nearly half
of Americans
were spending less time buying
nonessentials and less money
in stores and online
“In Recession, Americans Doing More, Buying Less,” The New York Times, 1.03.10.
WE’RE ALL IN THIS TOGETHER.

33. The NeighborGoods
program helps
consumers save
money by sharing
tools they use only
occasionally with
neighbors and friends
WE’RE ALL IN THIS TOGETHER.

34. IMPLICATIONS }
WE’RE ALL IN THIS TOGETHER.

35. IMPLICATIONS }
Consumers are seeking simpler
pleasures, memorable experiences
and stronger relationships
WE’RE ALL IN THIS TOGETHER.

36. IMPLICATIONS }
Consumers are seeking simpler
pleasures, memorable experiences
and stronger relationships
Build a community around your brand
via social networks
WE’RE ALL IN THIS TOGETHER.

37. IMPLICATIONS }
Consumers are seeking simpler
pleasures, memorable experiences
and stronger relationships
Build a community around your brand
via social networks
Show how your brand fosters relationships
WE’RE ALL IN THIS TOGETHER.

38. 3
TREND
No.
VAL-

39. 3
TREND
No.
-
VAL-YOU.

40. Consumers are
becoming more
self-reliant and
self-sufficient
VAL-YOU.

41. Consumers are
becoming more
self-reliant and
self-sufficient
They enjoy the satisfaction
of learning new skills
VAL-YOU.

42. Consumers are
becoming more
self-reliant and
self-sufficient
They enjoy the satisfaction
of learning new skills
And take pride in providing
well for loved ones
VAL-YOU.

43. Hobbies such as crafting
are on the rise
VAL-YOU.

44. Hobbies such as crafting
are on the rise
“
History has shown
that poor economic
times have people
staying home and
”
doing DIY projects
– Knitting entrepreneur Becca Smith
VAL-YOU.

45. The maker of Ball
canning jars reported
sales were up about
50% in 2008,
VAL-YOU.

46. The maker of Ball
canning jars reported
sales were up about
50% in 2008, a trend that
has continued in 2009
“Preserving Time in a Bottle (or Jar),” The New York Times, 5.27.09.
VAL-YOU.

47. IMPLICATIONS }
VAL-YOU.

48. IMPLICATIONS }
Consumers are looking for partners
to give them the tools, materials and
inspiration to make things
VAL-YOU.

49. IMPLICATIONS }
Consumers are looking for partners
to give them the tools, materials and
inspiration to make things
Opportunity abounds for brands that
encourage learning and foster
self-sufficiency
VAL-YOU.

50. IMPLICATIONS }
Consumers are looking for partners
to give them the tools, materials and
inspiration to make things
Opportunity abounds for brands that
encourage learning and foster
self-sufficiency
Even consumers who don’t have
skill or time appreciate the ability to
customize products
VAL-YOU.

51. PROVIDING VAL-YOU
Patrons who order a whole roasted
chicken at L.A. restaurant Comme Ça go
home with leftovers and everything else
they need to make stock.

52. TREND
CONSUMPTION HABITS
NEVER DIE, THEY JUST
CHANGE THEIR WAYS.

53. TREND
value
CONSUMPTION HABITS
NEVER DIE, THEY JUST
CHANGE THEIR WAYS.

54. value
Consumption is a hard
tendency to break
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

55. value
Consumption is a hard
tendency to break
After cutting back sharply in
2008 and 2009,
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

56. value
Consumption is a hard
tendency to break
After cutting back sharply in
2008 and 2009, consumers
long to free up the reins a bit
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

57. The money’s there.
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

58. The money’s there. Savings rates
have risen from
1%
January 2008
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

59. The money’s there. Savings rates
have risen from
1%
January 2008
to 5%
December 2009
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

60. The money’s there. Savings rates
have risen from
1%
January 2008
to 5%
December 2009
Consumers are itching to spend
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

61. The money’s there. Savings rates
have risen from
1%
January 2008
to 5%
December 2009
Consumers are itching to spend
The National Retail Federation
anticipates a 2.5% bump in 2010
retail sales
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

62. “Tech Upcycling”
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

63. “Tech Upcycling”
means giving
consumers the
hello
option to upgrade again
devices they
already own
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

64. “Tech Upcycling”
means giving
consumers the
hello
option to upgrade again
devices they
already own
Sony’s PS3 game
system will soon
offer free upgrades
to accommodate
3-D games
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

65. IMPLICATIONS }
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

66. IMPLICATIONS }
Up your value to encourage
consumers to open their wallets
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

67. IMPLICATIONS }
Up your value to encourage
consumers to open their wallets
When you force consumers to buy new
every year or two, you incent them to
find less costly alternatives
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

68. IMPLICATIONS }
Up your value to encourage
consumers to open their wallets
When you force consumers to buy new
every year or two, you incent them to
find less costly alternatives
Value is in the eyes of the beholder
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

69. IMPLICATIONS }
Up your value to encourage
consumers to open their wallets
When you force consumers to buy new
every year or two, you incent them to
find less costly alternatives
Value is in the eyes of the beholder
Consider durability, sustainability and
tastiness as dimensions of value
CONSUMPTION HABITS NEVER DIE, THEY JUST CHANGE THEIR WAYS.

70. TREND
MORE HANDS
ON THE WHEEL.

71. TREND
MORE HANDS
ON THE WHEEL.

72. With consumer devotion
come natural feelings of
ownership and power
MORE HANDS ON THE WHEEL.

73. With consumer devotion
come natural feelings of
ownership and power
Consumers express views
about “their brands” more
often and effectively than
ever before
MORE HANDS ON THE WHEEL.

74. When Tropicana removed its
iconic orange and straw
during a package redesign,
loyal purchasers raised an
uproar
MORE HANDS ON THE WHEEL.

75. When Tropicana removed its
iconic orange and straw
during a package redesign,
loyal purchasers raised an
uproar
A month later the original
design was back in place
MORE HANDS ON THE WHEEL.

76. Backlash against
companies can be
quick and sharp
MORE HANDS ON THE WHEEL.

77. Backlash against
companies can be
quick and sharp
When word leaked that
some H&M and Wal-Mart
stores destroyed unsold
clothes instead of
donating them,
MORE HANDS ON THE WHEEL.

78. Backlash against
companies can be
quick and sharp
When word leaked that
some H&M and Wal-Mart
stores destroyed unsold
clothes instead of
donating them, a swift
public outcry slammed
the brakes on the
practice
MORE HANDS ON THE WHEEL.

79. IMPLICATIONS }
MORE HANDS ON THE WHEEL.

80. IMPLICATIONS }
If you want consumer devotion you
need to give up some control
MORE HANDS ON THE WHEEL.

81. IMPLICATIONS }
If you want consumer devotion you
need to give up some control
Relaxing your grip builds credibility
and gives you additional brand insight
MORE HANDS ON THE WHEEL.

82. IMPLICATIONS }
If you want consumer devotion you
need to give up some control
Relaxing your grip builds credibility
and gives you additional brand insight
Solicit input from your top customers,
and then let others know what they said
MORE HANDS ON THE WHEEL.

83. IMPLICATIONS }
If you want consumer devotion you
need to give up some control
Relaxing your grip builds credibility
and gives you additional brand insight
Solicit input from your top customers,
and then let others know what they said
Consumers are talking about you, make
sure you join the conversation
MORE HANDS ON THE WHEEL.

84. TREND
ENVIRO

85. TREND
ENVIROMINDFUL.

86. Consumers are
increasingly aware
of the impact of consumption
ENVIROMINDFUL.

87. Consumers are
increasingly aware
of the impact of consumption
As eco-friendliness becomes
mainstream,
ENVIROMINDFUL.

88. Consumers are
increasingly aware
of the impact of consumption
As eco-friendliness becomes
mainstream, almost everyone is
taking at least a small step
toward environmentalism
ENVIROMINDFUL.

89. A recent poll found that
ENVIROMINDFUL.

90. A recent poll found that
60%
of those surveyed
ENVIROMINDFUL.

91. A recent poll found that
60%
of those surveyed
felt either a “great deal” or
“a lot” of personal responsibility
to protect the environment
“Americans’ Attitudes Toward Environment Not Reflected in Actions,” Christian Science Monitor, 12.08.09.
ENVIROMINDFUL.

92. Starbucks’ Coffee Cup Challenge
winner, Karma Cup, created a
program to incentivize customers
to use reusable mugs
ENVIROMINDFUL.

93. Starbucks’ Coffee Cup Challenge
winner, Karma Cup, created a
program to incentivize customers
to use reusable mugs
Chalkboards at registers
count how many customers
bring in reusable mugs
ENVIROMINDFUL.

94. Starbucks’ Coffee Cup Challenge
winner, Karma Cup, created a
program to incentivize customers
to use reusable mugs
Chalkboards at registers
count how many customers
bring in reusable mugs
Every 10th customer with a
reusable cup wins a free drink.
ENVIROMINDFUL.

95. IMPLICATIONS }
ENVIROMINDFUL.

96. IMPLICATIONS }
Think more broadly about long-term
environmental cost versus short-term
financial costs
ENVIROMINDFUL.

97. IMPLICATIONS }
Think more broadly about long-term
environmental cost versus short-term
financial costs
If your brand has a strong story to tell,
tell it—it earns you credibility
ENVIROMINDFUL.

98. IMPLICATIONS }
Think more broadly about long-term
environmental cost versus short-term
financial costs
If your brand has a strong story to tell,
tell it—it earns you credibility
Changes that are easy and relatively
inexpensive, like reusable shopping
bags, can catch on and spread quickly
ENVIROMINDFUL.

99. TREND
I WANT WHAT
I WANT WHEN
I WANT IT

100. TREND
I WANT WHAT
I WANT WHEN
I WANT IT.

101. Technology has made instant
gratification commonplace,
I WANT WHAT I WANT WHEN I WANT IT.

102. Technology has made instant
gratification commonplace, and
consumers expect it in virtually all
aspects of their lives
I WANT WHAT I WANT WHEN I WANT IT.

103. 30%
More than
I WANT WHAT I WANT WHEN I WANT IT.

104. 30%
More than
of the people who
visit a business for
service expect instant
attention
I WANT WHAT I WANT WHEN I WANT IT.

105. 30%
More than
of the people who
visit a business for
service expect instant
attention—even if
they don’t have
an appointment
I WANT WHAT I WANT WHEN I WANT IT.

106. 23% of shoppers in May 2009
preferred to spend more
money if it saved them time
I WANT WHAT I WANT WHEN I WANT IT.

107. 23% of shoppers in May 2009
preferred to spend more
money if it saved them time
That jumped
5 points in June
I WANT WHAT I WANT WHEN I WANT IT.

108. IMPLICATIONS }
I WANT WHAT I WANT WHEN I WANT IT.

109. IMPLICATIONS }
Provide some form of instant
gratification whenever possible
I WANT WHAT I WANT WHEN I WANT IT.

110. IMPLICATIONS }
Provide some form of instant
gratification whenever possible
If what you market can’t be delivered
instantly, use social media to provide
instant information or acknowledgment
I WANT WHAT I WANT WHEN I WANT IT.

111. IMPLICATIONS }
Provide some form of instant
gratification whenever possible
If what you market can’t be delivered
instantly, use social media to provide
instant information or acknowledgment
Examine all touchpoints to eliminate
time barriers to transactions
I WANT WHAT I WANT WHEN I WANT IT.

112. IN SHORT
Marketing is about building a
relationship between brands
and consumers

113. IN SHORT
Marketing is about building a
relationship between brands
and consumers
It’s about listening to what’s
important to your target customers,
understanding their needs and
values and making an emotional
connection

114. IN SHORT
Marketing is about building a
relationship between brands
and consumers
It’s about listening to what’s
important to your target customers,
understanding their needs and
values and making an emotional
connection
By understanding and
listening to how consumers live,
brands can inspire devotion

115. One Brand-Devotion Inspiring Call to Make
If You Want Your Brand to Be Recognized.
(608) 256-6357
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