Strategic marketing trends, brand trends, consumer trends, 2011.

 

AWAY & HAPPY

 

More and more individuals try to escape changes lived as threats to their freedom, their standard of living or health. For only the cost of your energy consumption in winter, rent a house under the coconuts.

Far from Tea Party which defends noisily in the USA a certain conception of the freedom, there is a silent, not militant population neither rebel nor protester in search of new individual solutions.

Increase of the energy price, diktats of the good  thinking, of the good buying, pressure of greens, technologies in the service of the insidious control of the actions of each incite to revise  life choices, to protect  from new risks.

This leads to a distancing with the prevailing thinking and behavior. An attitude that opens new markets to meet these needs shelter.

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, PROTECTING  CARING, ALTERNATIVES

 

NEW HAVEN TO LIVE

Is it possible to live better while spending less, at the time of the scheduled rise in the cost of energy, of raw materials and some basic food stuffs on the one hand, and stagnation or even regression of purchasing power on the other hand ?

The rising cost of living blows up the seasonal or definitive expatriations towards the countries where paradisiac climate rhymes with low costs.

 

Winter at the beach.

For only the cost of your energy consumption winter, rent an apartment or a house in Thailand, Morocco, Tunisia, and Turkey and enjoy much lower costs of living to improve your comfort.

Thanks to the Internet, Skype on your mobile and to applications of monitoring and exchange, many jobs can now be exercised at a distance: translations, analysis, accounting, thesis writing, professorships, graphic design, creation and promotion of Web sites.

With a specific offer which is organized locally, seasonal migration from the cold regions to warmer countries is accelerating.

An old tradition in Russia to escape the long winters now accessible to a portion of the middle classes.

The long vacation

Like the Swedes, many European countries are providing or will provide parental holidays to the father as to the mother in the birth of a child. That allows expatriation of all the family.

In Thailand, there are "Swedish" villages with schools, health services and all the opportunities to spend six months or one year in a heavenly world.

The new markets of the retired people

The ageing of the populations stimulates the seasonal or definitive migrations. With solutions as diverse as travel in a mobile home, the rent or the purchase of houses and apartments in villages conceived specially with all the necessary services.

Dyar Shemsi: the first senior village in Morocco at feet of the Moroccan Atlas.
Thousands of retired Europeans spend the winter on the southern coast of Morocco, on board their campers.
Now there are cutting edge senior villages for the Japanese retired people to the Filipinas and ambitious real estate programs in Thailand.
The retired people, a new El Dorado!

Opportunities
for specialized agencies, real estate, transportation and all services to facilitate autonomy and maintaining family relationships and social ties with his birthplace.

- Choose a destination.
The “Machine à Voyager” of the SNCF (French National Railway Company) in Paris, which transports you in the second in the atmosphere of the dreamed destination.

- Organize your departure.
HolidayCrowd to organize group trips to the best conditions by putting agencies in competition.
In the United States, ConnectAde to manage the medical follow-up of your old parents  and the One Medical Portal to assure your own follow-up, send you prescriptions.
Kleeto based in India allows you to put in "bank" all your precious documents which you could need. They will be scanned and available online. No more risk of loss, theft or inaccessible because of your absence.

- Manage your business.
Teaspiller to run all your accounting work remotely or for advice at affordable prices.

- Stay close to those we love.
Qik recently bought by Skype to send to relatives in simultaneous, real-time video that you are spinning.
For a reasonable price SpotConnect lets you send and receive messages via Globalstar satellite anywhere in the world with your mobile, from your desert island for example.

- Making friends on the spot.
Domo to get in touch with people like you, where you are or Situationist giving the keys to come and meet you in a place or situation.

 

DO NOT BE EXPOSED TO RISK

 

Negative counterparties of social and technological advances seem increasingly obvious to many, especially after the disaster of Fukushima.

Unable to count on the protection of institutions, it behooves us individually to take precautions and to develop own forces of resistance.

Strategies anti Big Brother

The GPS chip of the iPhone keeps the details of all your travels, the information concerning you cannot be erased on Facebook, video cameras or road radars stalk you.

So many new threats that make you think about the acceptable limits of interference in your privacy and devise strategies to protect or bypass.

Allow is an application to identify and filter the phone correspondents.
DeleteMe is a service that offers to erase all your personal data on the Web.

 

Services that allow you to preserve your independence
and avoid the authority of established trade.

Sites like 9 Flats for exchanging holiday apartment for the price of a single contribution.
Phile allows you to create a tourist guide or directories with people like you. It opens and structure a website specifically for this purpose.

 

Solutions to protect your health

In front of new threats for the health as the Japanese nuclear risk, there are the individuals who come down in the street to demonstrate and those who look for solutions to protect themselves.

RadiaShield, a special clothing to protect pregnant women.
The remote work from a safer country.

Choices like the refusal last year to be vaccinated against the H1N1 virus, when thinking the risk of side effects was not justified by the poor probability of catching the disease.

 

ESCAPE THE SAD LIFE AND THE COMPULSORY RULES

Circumvent the restrictions and prohibitions.

In a tense social context, enjoy what you have, or escape the social diktats require to speak and act with discretion. So the advertising of luxury market imagines small stories to live in the privacy behind the walls or in the comprehensive framework of his clan and its affiliations.

Live happily is to live hidden. The development of adult sexual video games is also a way to have fun out of sight.

We Dare, the party game on Wii from UbiSoft  to have ' spicy evening'.
Have a look on the site Daphnée which allows you to learn French in a glamorous and humorous atmosphere at low price by opposition to the stressful and boring solutions which are generally proposed.

 

React to the "green dictatorship", to the limitations imposed by the crisis.

No deprivation of pleasure, comfort and freedom.
An emblem of this movement is the new craze of american cup cakes invading Europe: all the color, all the excesses of sugar and fat to express libertarian instincts and spirit of resistance.

Note this interesting food trend to make high luxury tastes like truffles available in the easiest and everyday uses.
Pizza Vissana, a pizza with truffle.

 

Set the slowness and the sweetness against the activism and the stress.

 

It’s a recurring trend of the periods of crisis.
These ones are convenient to the questioning about the meaning of his actions. . .

A theme widely used by Camper brand.
Slow Cow drink looks also as an antidote to the Red Bull spirit.

 

 

CONCLUSION

The strength of this population is its discretion. Not to disclose recipes for fear that prices go up, that the legislature legislates,that Big Brother takes care of them. But at the same time, they are leaders with projects and a higher purchasing power than average. Individuals with needs and a lot of envy the marketing begins hardly to consider. It is the moment to act.

 

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

 

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