Trend Report Executive Summary 2013 เจาะใจ 5 เทรนด์ผู้บริโภค 2013 Read more: http://owl.li/mJSB6

1. Trend
Report
executive
summary
2013

2. INTRODUCTION
Welcome to the Executive Summary of
trendwatching.com’s 2013 Trend Report.
The full Trend Report features 10
themes, broken down into 40+
ready-to-apply consumer trends, all
illustrated with countless examples
from brands and entrepreneurs already
putting them into practice, as well as
a framework on how to apply trends.
Read the Trend Report to gain insights
that will inspire you to launch successful
innovations of your own. Ultimately,
that will mean increased profits
over the undoubtedly tumultuous
(but exciting) next 12 months.
Time to get going!

3. REMAPPED
The balance has finally tipped
In 2013, the combined GDP of emerging markets
will exceed that of advanced markets for the
first time. The impact of this tectonic shift
will be deep and long lasting, but get ready
for EMERGING2 (emerging markets catering to
other emerging markets) and CELEBRATION
NATION (brands flaunting their emerging market (SELF)ACTUALIZED
heritage), and start catering to new VIRGIN
ME, ONLY BETTER
CONSUMERS, NOUVEAU BRICHE emerging
market tourists, and less affluent consumers at In 2013, more consumers than ever will adopt new
the BOTTOM OF THE DEVELOPED PYRAMID. technologies, platforms and experiences to measure
(QUANTIFIED), compete (GAMEPROVEMENT) and
learn (ED-YOU) their way towards a better self.
Either for real, or via VIRTUAL CONSUMPTION.
Welcome to the (self)-transformation economy.
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4. DECENTERED
Because (most) brands just
aren’t that interesting
Informed and empowered, it’s little wonder
that somewhere along the line consumers
CRAMMING lost interest in most (self-centered) brands.
Brands wanting to make an impact in
More, newer, faster, better, now. 2013 should embrace transparency and
The sheer number of new product and service go FULL FRONTAL, dish out TOUGH
launches will be greater than ever in 2013. This LOVE and start making demands of their
insane abundance means that for consumers, own, or even turn themselves into a
every choice taken means a thousand choices SERVILE BRAND, unless they think they
deferred. No wonder consumers will be can get away with EGONOMICS?
obsessed with maximization: whether via Make
renting or streaming (ACCESSHIP), extreme
socialization (SOCI-ALL), or hyper-experiential, Making. Consuming. Disrupted.
ultra-convenient MAXIMIZED or MOBILE 2013 will see the ongoing democratization
MOMENTS. Amid all of this, don’t forget the of manufacturing meet new ways to engage
inevitable counter trend, UNCRAMMED. with and fund products, disrupting a range of
business processes: from ideation and design
to sales and marketing. Think extreme and
instant personalization (MADE FOR ONE), and
localized manufacturing in (AGAIN) MADE HERE.
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Meanwhile, turn to enthusiastic PRESUMERS to
fund new products, and see if you can attract
loyal CUSTOWNERS (customer-investors).

5. DATASHAPED
How data is remaking the
consumer experience
In 2013, the vast oceans of data that
consumers create every day – on
their habits, preferences, lifestyles,
relationships, and more – will be brought to
life. Expect personalization, but not as you
know it. This is about true individualization:
eerily intelligent (REAL-TIME RELEVANCE),
automatic (AUTO-ME), physically
responsive (EMBODIED), and helpful (DATA
MYNING). But get it wrong and you’ll
AMBIENT
be blocked: cast into DAM-NATION. Connected. Everywhere. Always.
REVALUED 2013 will see digital technologies consolidate their
importance in the lives of many consumers: by
Value: unlocked, sold, shared
fading into the background. Dive into our round-up
Multi-directional consumerism – renting, lending,
of connected technologies and their applications:
sharing – will reach a tipping point in 2013, as
from omnipresent shopping (SURFACE RETAIL), to
peer-to-peer (P2P and TASKSUMER) platforms
the liberating convenience of an OUTSOURCED
gain enough liquidity to become practical and
LIFE, to the instantly actionable GLANCEABLE
widespread, and the increasing importance of
DATA. Also included, a glimpse at some
reputation drives the rise of TRUSTONOMICS.
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game-changing future DEVICES & DEMOS.

6. APPLY
URBAN FUTURE A toolkit to take you from
insights to profitable
The future is utterly urban
The city is the center of society: the engine DON’T FORGET trend-led innovations
Watching trends is really about launching
of economic activity, the cultural heartbeat,
Ongoing trends, trend-led innovations of your own. Which
and the primary driver of human progress
demographics & a reminder is why we’ve also included a chapter
– as such it’s impossible to look at the
on how to APPLY trends, covering:
consumer arena in 2013 without looking at Included here are just a few of the trends
INNOVATION TARGETS (where to target
the state of the world’s cities. Businesses featured in previous Trend Reports – from
your trend-led innovations), IDEATION
should look to create URBANIZED products FLAWSOME to CASH-LESS to TRYVERTISING
EXERCISES (three ways to generate new
and services, as well as offering efficient, – that still offer huge opportunities to
ideas) and an EXECUTION BLUEPRINT (a
sustainable CITY SOLUTIONS. One further innovate, followed by a selection of emerging
guide to navigating the launch process).
area to watch in 2013: the TIER II TREASURE demographics. And also a reminder that,
All you need to profit in 2013 ;-)
lying beyond glamorous megacities. for all the opportunities within the 2013
Trend Report, most consumers aren’t (yet)
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fully living many of the trends featured.
MASS still rules, and many consumers
DON’T CARE. Something to remember
when dreaming up The Next Big Thing.

7. NEXT
After reading the full 2013 Trend Report,
as a Premium Client you can also:
• Download and present the PPT version of the full Trend
Report to your colleagues or clients, and make sure
they’re in the know too.
• Download the relevant Industry Trend Report, featuring
key trends and leading innovations across 15 major B2C
industries.
• Dive into the Trend Database (which indexes all our
100+ trends and 7,000+ trend examples) and search for
specific trends or innovations.
• Or check out the Premium TIPS section, and find more
on how to best apply these trends to your business.
So, go to www.trendwatching.com/premium/login to find
everything you need to start launching ‘on trend’ innovations
of your own.
If you have any comments, suggestions or questions please email
Paul Backman, Head of Client Services, at paul@trendwatching.com,
or Henry Mason, Global Head of Research and Managing Partner,
at henry@trendwatching.com.

8. About trendwatching.com
Established in 2002, trendwatching.com is the
world’s leading trend firm, scanning the globe for
the most promising consumer trends, insights
and related hands on business ideas.
Our Premium Service counts many of the world’s
leading brands as clients (think Google, Saatchi &
Saatchi, Puma, Estée Lauder, Kia, Itaú Unibanco,
Oxfam, Qantas, Levi’s, Haier, Coca-Cola, Godrej
Industries, Telefonica, Publicis, Target and many
more!), while our free monthly Trend Briefings go
out to over 200,000 subscribers in 180 countries.
More at www.trendwatching.com