TRENDS, WORDS & PHRASES TO WATCH FOR IN 2004
January 5, 2004 | 12:00am
As we enter 2004, we are plunged into new exploits, new dreams, new ideas, and new directions. Change becomes inevitable as we face a fresh moment, which hopefully will usher in more vigor, more excitement, more opportunities in the business we call life. Scanning through various available sources, let us review the most promising consumer and marketing trends that can provide some clues to new ventures and adventures that we can all gain from.
Let’s start with Euro RSCG’s worldwide forecast for 2004. Its insights are drawn from the marketing communications agency’s ongoing Strategic Trendspotting and Research (STAR) being implemented in 75 countries. The study focuses on increases in "people power," self indulgence and counter reactions to globalization. The following list is sampling of the trend sightings contained in the its latest white paper.
Going local: 2004 will have informality as the sub-theme and genuine bonding as the real theme. Neighbors will entertain neighbors as they exchange home-cooked food at the kitchen table. The emphasis will be on socializing in the community at local places with extended tribes of families and friends.
Us vs. Them: The flipside of going local. Globalization and interactive technologies have brought a lot of people around the world closer together and furthered international trade, but contrary to hopes and expectations, greater exposure has come to mean more scope for negative perceptions to develop. In some parts of the world, 2004 is likely to see deeper divisions across existing fault lines.
Rise of the Singletons: Unmarried men and women will soon be the majority. In the 1950s, 80 percent of households in the US were made up of married couples with or without children. Today, that number is down to 50 percent. The unmarrieds will band together to make their voices heard in major issues that will impact on their lives. It would be helpful to find out what the score is among the unmarrieds in the Philippines.
Self-Gifting: A survey by American Express revealed that one in five adults admit to "almost always" buying something for himself when out shopping for others – and that’s a trend that will grow stronger this year. The drift toward "less is more" and simplicity has been overtaken by "why wait" and "I’m worth it."
Catering to metrosexuals: There will be more pandering in 2004 to the metrosexual population, including publication of gentlemen’s guides, more spa facilities at high-end sports clubs, more luxurious fabrics and beddings aimed at the male market.
Anti-globesity campaigns: Expect low-carbohydrate products to sell briskly as the world fights the global rise in obesity. We will also see a rise in alternative forms of exercise for both children and adults.
Blogging: Short for weblogging, it took off in 2003 with an estimated three million sites worldwide. It can be the next killer application of online marketing. We will see more activities via blogs – a web-based journal powered by a self-publishing tool that enables the authors to regularly and easily update the content – as marketers figure out ways to use this new medium for their own means.
Further politicization of the Internet: This will happen as more people take advantage of the Internet’s ability to apply concentrated people power – whether by organizing volunteers for a political candidate, raising election funds or initiating a boycott. Let’s all watch as aspirants in the forthcoming presidential derby harness to their advantage this technology-based tool.
"Every new relation is a new word," wrote Ralph Waldo Emerson. And more than a hundred years later, Czech author Daniela Fischerova observed, "Every new word is a new reality."
With these thoughts, let’s get updated on ground-breaking words and phrases as culled from the global trends surveyed and compiled by Trendwatching.com. From here we can, without a doubt, develop more meaningful and more fruitful professional and personal relationships.
Gravanity. This is where graffiti meets vanity. It is an idea catering to the obsession of millions of ordinary citizens craving for immortality, or at least some public attention. These people want to leave something behind in print, audio or imagery, preferably in the public domain. Gravanity offers a host of opportunities for entrepreneurs willing to name or rename their products and services, however small, on behalf of eager customers. Bantay Kalikasan names a tree for every donation on behalf of every individual or corporation for the La Mesa Watershed development and preservation.
Massclusivity. Exclusivity for the masses, it can be an instant add-on and revenue booster for many services in the public domain. The popularity of Royal-Class airport lounges and by-invitation-only membership cards are just two examples of modern man’s immense need for respect and privilege. The more access consumers have to outstanding quality goods and services, the more they want exclusivity and status of a different order. The kind that visibly sets you apart from the masses and gives you access to privileges most others won’t get.
Snobmoddity. Describes the phenomenon of turning completely mundane commodities into chic, popular luxury items, offering customers a bewildering number of varieties of what were once invisible parts of daily life. Imagine 20 varieties of gourmet table salt, 50 different kinds of pepper, 100 types of sugar, or 200 selections of edible oil. Bread, water, rice and chocolates have become snobmoddities a long time ago. Flavored lambanog proliferates, various taho concoctions are now available, and it is a sure bet that more unexpected staples will become specialty goods very soon, however unlikely it may seem at inception. This development is good for the local food fortification program, where basic foods are made available to the masses in different varieties, allowing the intake of the necessary micronutrients – Vitamin A, Iron and Iodine – more exciting.
Posperity-denial. An occurrence describing the unfounded resistance to spending money on minor indulgences, even though one’s personal wealth and prosperity allow for it. It applies to small luxuries such as gourmet coffee on-the-go, taking a taxi when it’s raining, purchasing premium seats for a concert, or buying the collection of a new artist. In this case, the challenge for marketers of minor indulgences is how to change the attitude of sufferers of prosperity-denial, making them understand that to treat oneself now and then is neither a sin nor a recipe for bankruptcy. Perhaps this is even more relevant during hard economic times, when life’s little luxuries provide considerable comfort at negligible cost. Personally, it has always been my conviction to reward myself with something – big or small – every payday. Life is short, make our hard earned money allow us to experience simple, responsible buys, and if we can afford it, exuberant, extravagant purchases.
Jingle casting. The current wildfire-like spread of mobile phones has made it an expected medium for audio-based brand expressions. New generation phones sport features like 16-voice Musical Instrument Digital Interface (MIDI) synthesizers, or in layman terms, jingles and ring tones are reproduced with previously unattainable sound quality. So what’s to stop corporations and organizations from persuading consumers to download their company jingles, commercials or political cries for change? Using cell phones to broadcast commercials, tunes and jingles could well be the next big thing in the multi-billion ring tone industry. We can’t wait to hear a Coke, Del Monte, Jollibee, or even an PGMA, FPJ, Ping Lacson and Raul Roco song being jingle cast from a million or more cell phones.
Gobal garage sales. The material desire combined with modest purchasing power has spawned this marvel, where rich countries sell off excess, second-hand goods to newly capitalist neighbors. The wonder of the ukay-ukay in this country – although confined only to dresses, shoes, bags and other accessories – is a clear testimony to the access given to affluent countries to distribute their wares to less-privileged locations. Will we soon see ukay-ukay graduating from signature fashion wears to equipment, appliances, furnitures or even cars?
Sympvertising. This recommends infusing consumer advertising with a pinch of sympathy that acknowledges the tougher times most consumers are currently experiencing. It works well with both commodities and luxury services; the latter can be promoted as small indulgences to "ease the pain", while the basic, generic items can appeal to a need for savings and discounts. "Specials for Special (read: hard times)", in brightly colored stores, for example, can nicely cater to the economic concerns of customers.
Resort rebirth. In a radically changing market, many traditional resorts and hotels around the world find themselves desperately seeking new customers. Of late, we are witnessing a lot of developing countries inventing highly competitive "mass tourism" packages. Forgotten holiday destinations can find favor with new nations of tourists with very tempting deals covering flight, accommodation, tours, free food and drinks. Competition will come from all over, posing a formidable test to the "Wow Philippines" campaign of our own tourism department.
Pop-up retail. Retail outlets that come and go. They sprout from megamalls to gallery-like shopping spaces with one-off exhibitions to tiangge-friendly mobile units bringing Makati chic to less progressive areas. Pop-up retail stores have a tendency to pop up unannounced, quickly draw in the crowds and then disappear to morph into something else, with the fresh feel, exclusivity and surprise that galleries, theaters, and local peryas have been using for years.
OBC. It is no longer Made in China (MIC) or Made for China (MFC). It is now Owned by China (OBC). As most global corporations are still busy digesting the fact that China is now the de facto workplace of the world, it’s time to update our business strategies. Living the Easy Asia dream will become a major concern. Hence Ikea is not only opening up factories but retail outlets as well.
Dormandise. Dormant products, brands, logos, campaigns and spokespersons that still live on in the collective consumer conscience, even though the actual merchandise has long ceased to exist. Tisza sneakers from Hungary, a brand which had all but disappeared after Hungarians obtained their universal right to wear Adidas and Nike in the early Nineties, but which in the Seventies was the country’s biggest footwear manufacturer. Back with a vengeance recently, the "new" Tisza sneakers are so cool that both nostalgic and too-young-to-remember Hungarians, as well as hip teenagers around the world, will love to get them. Can we do the same to our own forgotten brands like Macomber, Elpo or Spartan?
Each year, a roster of new things and ideas emerge, leading to new emotional and rational behaviors. Let us not stop at simply knowing them. Use these updates towards distinct individual and collective superiority.
E-mail bongo@vasia.com or bongo@campaignsandgrey.net for comments and suggestions.
Let’s start with Euro RSCG’s worldwide forecast for 2004. Its insights are drawn from the marketing communications agency’s ongoing Strategic Trendspotting and Research (STAR) being implemented in 75 countries. The study focuses on increases in "people power," self indulgence and counter reactions to globalization. The following list is sampling of the trend sightings contained in the its latest white paper.
Going local: 2004 will have informality as the sub-theme and genuine bonding as the real theme. Neighbors will entertain neighbors as they exchange home-cooked food at the kitchen table. The emphasis will be on socializing in the community at local places with extended tribes of families and friends.
Us vs. Them: The flipside of going local. Globalization and interactive technologies have brought a lot of people around the world closer together and furthered international trade, but contrary to hopes and expectations, greater exposure has come to mean more scope for negative perceptions to develop. In some parts of the world, 2004 is likely to see deeper divisions across existing fault lines.
Rise of the Singletons: Unmarried men and women will soon be the majority. In the 1950s, 80 percent of households in the US were made up of married couples with or without children. Today, that number is down to 50 percent. The unmarrieds will band together to make their voices heard in major issues that will impact on their lives. It would be helpful to find out what the score is among the unmarrieds in the Philippines.
Self-Gifting: A survey by American Express revealed that one in five adults admit to "almost always" buying something for himself when out shopping for others – and that’s a trend that will grow stronger this year. The drift toward "less is more" and simplicity has been overtaken by "why wait" and "I’m worth it."
Catering to metrosexuals: There will be more pandering in 2004 to the metrosexual population, including publication of gentlemen’s guides, more spa facilities at high-end sports clubs, more luxurious fabrics and beddings aimed at the male market.
Anti-globesity campaigns: Expect low-carbohydrate products to sell briskly as the world fights the global rise in obesity. We will also see a rise in alternative forms of exercise for both children and adults.
Blogging: Short for weblogging, it took off in 2003 with an estimated three million sites worldwide. It can be the next killer application of online marketing. We will see more activities via blogs – a web-based journal powered by a self-publishing tool that enables the authors to regularly and easily update the content – as marketers figure out ways to use this new medium for their own means.
Further politicization of the Internet: This will happen as more people take advantage of the Internet’s ability to apply concentrated people power – whether by organizing volunteers for a political candidate, raising election funds or initiating a boycott. Let’s all watch as aspirants in the forthcoming presidential derby harness to their advantage this technology-based tool.
With these thoughts, let’s get updated on ground-breaking words and phrases as culled from the global trends surveyed and compiled by Trendwatching.com. From here we can, without a doubt, develop more meaningful and more fruitful professional and personal relationships.
Gravanity. This is where graffiti meets vanity. It is an idea catering to the obsession of millions of ordinary citizens craving for immortality, or at least some public attention. These people want to leave something behind in print, audio or imagery, preferably in the public domain. Gravanity offers a host of opportunities for entrepreneurs willing to name or rename their products and services, however small, on behalf of eager customers. Bantay Kalikasan names a tree for every donation on behalf of every individual or corporation for the La Mesa Watershed development and preservation.
Massclusivity. Exclusivity for the masses, it can be an instant add-on and revenue booster for many services in the public domain. The popularity of Royal-Class airport lounges and by-invitation-only membership cards are just two examples of modern man’s immense need for respect and privilege. The more access consumers have to outstanding quality goods and services, the more they want exclusivity and status of a different order. The kind that visibly sets you apart from the masses and gives you access to privileges most others won’t get.
Snobmoddity. Describes the phenomenon of turning completely mundane commodities into chic, popular luxury items, offering customers a bewildering number of varieties of what were once invisible parts of daily life. Imagine 20 varieties of gourmet table salt, 50 different kinds of pepper, 100 types of sugar, or 200 selections of edible oil. Bread, water, rice and chocolates have become snobmoddities a long time ago. Flavored lambanog proliferates, various taho concoctions are now available, and it is a sure bet that more unexpected staples will become specialty goods very soon, however unlikely it may seem at inception. This development is good for the local food fortification program, where basic foods are made available to the masses in different varieties, allowing the intake of the necessary micronutrients – Vitamin A, Iron and Iodine – more exciting.
Posperity-denial. An occurrence describing the unfounded resistance to spending money on minor indulgences, even though one’s personal wealth and prosperity allow for it. It applies to small luxuries such as gourmet coffee on-the-go, taking a taxi when it’s raining, purchasing premium seats for a concert, or buying the collection of a new artist. In this case, the challenge for marketers of minor indulgences is how to change the attitude of sufferers of prosperity-denial, making them understand that to treat oneself now and then is neither a sin nor a recipe for bankruptcy. Perhaps this is even more relevant during hard economic times, when life’s little luxuries provide considerable comfort at negligible cost. Personally, it has always been my conviction to reward myself with something – big or small – every payday. Life is short, make our hard earned money allow us to experience simple, responsible buys, and if we can afford it, exuberant, extravagant purchases.
Jingle casting. The current wildfire-like spread of mobile phones has made it an expected medium for audio-based brand expressions. New generation phones sport features like 16-voice Musical Instrument Digital Interface (MIDI) synthesizers, or in layman terms, jingles and ring tones are reproduced with previously unattainable sound quality. So what’s to stop corporations and organizations from persuading consumers to download their company jingles, commercials or political cries for change? Using cell phones to broadcast commercials, tunes and jingles could well be the next big thing in the multi-billion ring tone industry. We can’t wait to hear a Coke, Del Monte, Jollibee, or even an PGMA, FPJ, Ping Lacson and Raul Roco song being jingle cast from a million or more cell phones.
Gobal garage sales. The material desire combined with modest purchasing power has spawned this marvel, where rich countries sell off excess, second-hand goods to newly capitalist neighbors. The wonder of the ukay-ukay in this country – although confined only to dresses, shoes, bags and other accessories – is a clear testimony to the access given to affluent countries to distribute their wares to less-privileged locations. Will we soon see ukay-ukay graduating from signature fashion wears to equipment, appliances, furnitures or even cars?
Sympvertising. This recommends infusing consumer advertising with a pinch of sympathy that acknowledges the tougher times most consumers are currently experiencing. It works well with both commodities and luxury services; the latter can be promoted as small indulgences to "ease the pain", while the basic, generic items can appeal to a need for savings and discounts. "Specials for Special (read: hard times)", in brightly colored stores, for example, can nicely cater to the economic concerns of customers.
Resort rebirth. In a radically changing market, many traditional resorts and hotels around the world find themselves desperately seeking new customers. Of late, we are witnessing a lot of developing countries inventing highly competitive "mass tourism" packages. Forgotten holiday destinations can find favor with new nations of tourists with very tempting deals covering flight, accommodation, tours, free food and drinks. Competition will come from all over, posing a formidable test to the "Wow Philippines" campaign of our own tourism department.
Pop-up retail. Retail outlets that come and go. They sprout from megamalls to gallery-like shopping spaces with one-off exhibitions to tiangge-friendly mobile units bringing Makati chic to less progressive areas. Pop-up retail stores have a tendency to pop up unannounced, quickly draw in the crowds and then disappear to morph into something else, with the fresh feel, exclusivity and surprise that galleries, theaters, and local peryas have been using for years.
OBC. It is no longer Made in China (MIC) or Made for China (MFC). It is now Owned by China (OBC). As most global corporations are still busy digesting the fact that China is now the de facto workplace of the world, it’s time to update our business strategies. Living the Easy Asia dream will become a major concern. Hence Ikea is not only opening up factories but retail outlets as well.
Dormandise. Dormant products, brands, logos, campaigns and spokespersons that still live on in the collective consumer conscience, even though the actual merchandise has long ceased to exist. Tisza sneakers from Hungary, a brand which had all but disappeared after Hungarians obtained their universal right to wear Adidas and Nike in the early Nineties, but which in the Seventies was the country’s biggest footwear manufacturer. Back with a vengeance recently, the "new" Tisza sneakers are so cool that both nostalgic and too-young-to-remember Hungarians, as well as hip teenagers around the world, will love to get them. Can we do the same to our own forgotten brands like Macomber, Elpo or Spartan?
Each year, a roster of new things and ideas emerge, leading to new emotional and rational behaviors. Let us not stop at simply knowing them. Use these updates towards distinct individual and collective superiority.
BrandSpace Articles
<
>
