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New consumer trends for 2011: brand trends

 

CULTURAL TURMOIL

 

Brands compete to intensify their relations with the consumer. It starts with the strength of the emotional content of the product.  The excitement of high-tech innovation, dreams, personalization ... What rises at present is the cultural turmoil of the consumer which is a factor of humanization of the business.

New consumer and brand trend to inspire your product and brand strategy for 2011.
This trend lies at the convergence of four of the 10 trends not to be missed:
WOMANITY,  SITUATION =EXPERIENCE,  SHARING , MESSENGER PACKAGING,

Products and places that awaken the good memories have the ability to make us smile and bring us good humor.

Smile and good humor are exactly what we need today.

So, the business revives the references to our childhood, to our origins and at our good moments. To make us find the emotion of our first emotions, or to recreate around us an environment which will seem to us more familiar.

The cultural turmoil is the antidote to the destabilization resulting from the rapidly changing world and our habits: nomadism, ethnic diversity, globalization, new insecurities, and assimilation to override the high-tech ... He also accompanies aging population. The Revival of the music of the baby boom extends to any consumption

The trend is not about the art museum and the elite, but all those little everyday things that remind you who you are, where you come from and with whom you would like to communicate and to share.

Here are three sources of cultural turmoil that can inspire business and product.


HEROES AND OBJECTS WITH WHICH YOU GREW

The addicts are now 20 years older. Nostalgic, collectors maintain active clubs and market of the first games and the consoles in the point to interest the big companies of auction.

Return to sources,
with the boxes of biscuits Delacre in the effigy of Tintin.
And here is again Mario Bros who gives his name to a Spanish street. Maybe you would have preferred the name of a politician?
Old fans will love Bob Marley beverages made by his 11 children!

 

Vintage modernized
The DNA of the brand and the high-tech features.
Reissue of the famous Polaroid.
The scale that made Terraillon success revamped in electronic version.
The typical London taxi to be hydrogen powered.                                     

Creative recycling
The turntable made from spares of old motorcycles.

LOCAL IS IDEALIZED

The true truer than true
The district, the village (the region, the country) over-exploits history and heritage in building the true truer than true. Goal is to attract tourists and celebrate local pride, values and peculiarities.                                                                                         

The Berkeley’s Gather restaurant marries the model of sustainable development the city of which was made the champion.
The store Christmas ornaments handmade by the traditions in a village of Poland. KLM serves in flight dishes from a well known Dutch restaurant.
A local manufacturer of tequila celebrates The Day of the Dead with a flask decorated in the shape of death's-head.
Creation of local and community drinks as the cola from Auvergne or the Occitan cola.

Revival of local services
Beelocal delivers fresh regional products around the Lake District.
Delivery of fresh milk at home is back in New York City.

   

The Street Culture
Some areas of the favelas of Rio are celebrating their "liberation" of the underworld and their community solidarity with facades painted or decorated by artists.

The cultural turmoil may be exported
Nike shoes decorated on the theme of the Chinese Year of the Tiger.
Elektra Bakery is an ultramodern Greek restaurant inspired by all the Greek myths. An exercise similar to Parisian restaurants Ladurée or Paul recreated nineteenth century style. There is a little of spirit Disneyland in this trend!

The virtual root
There are many sites of foodstuffs suggesting discovering the farm of production: Stone-Buhr, Iglo, Who's Your Farmer, Food free.
Whiskey Aphroaig grants you a field of production of grain against a symbolic sum and informs you of the crop condition.

CULTURAL BORROWING AND TRANSFERS


Take good ideas wherever they are.
The meal-box to eat on the go is now launched in France and in England.
It’s a cultural habit coming from the United States and Japan.
In London, UpBox Takeaway with recipes from the kitchens of the world are constantly renewed.
The Swiss drink Shakeria to be shaken as French Orangina.                                                          

And still the products from elsewhere to escape the standards imposed as to travel in his head.
Would you have had the idea to buy Turkish furniture or Chinese luxury cosmetic if they had not reached until you?

 

 

Cultural signs specific to a person.
They talk to you about your background as vodka Absolut or perfume Guerlain inspired by great cities, tattoos to bring his identity secret.

They tell you about your particular tastes.
Beverages or cosmetics as decorative markers of your personality

CONCLUSION

The emotion is a cultural way to differentiate a product standard, the lever of a personal attachment. Relationship is now a key to success.

The trend-strategy annual report delivers clear recommendations, illustrated by examples and pictures, immediately actionable for all brands.

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