12 Trends of 2012 - What will we see?

In 2012, much as in previous years, some brands may be staring into the abyss, while others will do exuberantly well. We, as the amazing professionals at TrendWatching.com, do believe that there are more opportunities than ever for creative brands and entrepreneurs to deliver on changing consumer needs. Hence this overview of 12 must-know consumer trends (in random order) for you to run within the next 12 months. Onwards and upwards

1. Red Carpet

In 2012, department stores, airlines, hotels, theme parks, museums, if not entire cities and nations around the world will roll out the red carpet for the new emperors, showering Chinese visitors and customers with tailored services and perks, and in general, lavish attention and respect.Get your head around how to make your customers feel like stars. They will not make do without the opportunity to customise their products and that special feeling of being appreciated.

2. DIY Health

Expect to see consumers take advantage of new technologies and apps to discreetly and continuously track, manage and be alerted to, any changes in their personal health. If this trend is relevant to the industry you are in (health, sport, insurance, etc. ) utilise all that emerging technology - tailored on-line services, mobile applications, a new gadget. But bear in mind that this will add value to your product only if it is relevant to your market.

3. Dealer-Chic

In 2012, not only will consumers continue to hunt for deals and discounts, but they will do so with relish if not pride. Deals are now about more than just saving money: it’s the thrill, the pursuit, the control, and the perceived smartness, and thus a source of status too. If you can provide good deals, coupons, money back or price draws without losing your status, then your customers will come back for more. Acquire by offer, retain by service.

4. Eco-Cycology

Brands will increasingly take back all of their products for recycling (sometimes forced by new legislation), and recycle them responsibly and innovatively. Just make sure your customers know you put effort in being 'good citizen'. For example, have green tab on your website, publish your sustainability reports, organise event promoting green issues.

5. Cash-Less

Will coins and notes completely disappear in 2012? No. But a cashless future is (finally) upon us, as major players such as MasterCard and Google work to build a whole new eco-system of payments, rewards and offers around new mobile technologies. Read a little more around the matter, talk to a consultant, have a few focus group, talk to your staff and finally choose the option that will both give you competitive edge and provide comfortable process for the staff and the customers.

6. Bottom of the Urban Pyramid

The majority of consumers live in cities, yet in much of the world city life is chaotic, cramped and often none too pleasant. However at the same time, the creativity and vibrancy of these aspiring consumers, means that the global opportunities for brands which cater to the hundreds of millions of lower-income CITYSUMERS are unprecedented. It easy to create a good product and stunning marketing campaign. But when you deal with low income customers you must be very very smart. Give them the value-for-money they NEED (because they do not want it, they are forced to put up with it) but make sure you do not damage their ego.

7. Idle Sourcing

Anything that makes it downright simple- if not completely effortless- for consumers to contribute to something will be more popular than ever in 2012. Unlocked by the spread of ever smarter sensors in mobile phones, people will not only be able but increasingly willing, to broadcast information about where and what they are doing, to help improve products and services. You can use this either to develop new products or for research purposes. Nethnography (on-line research based on pure observation) can give you insights that haven't dreamt about.

8. Flawsome

Why to consumers, brands that behave more humanly, including exposing their flaws, will be awesome. Be open to your customers. Let your personality come through. This is way we as marketers use social media. It's Ok to make a mistake, to admit you are tired or even better share something from your personal life. Some of the most influential people on the social networks talk about their little sons and daughters, their funny cat, the beautiful sunsets they see or the difficult family holidays. And people love it.

9. Screen Culture

Thanks to the continued explosion of touchscreen smartphones, tablets, and the 'cloud', 2012 will see a SCREEN CULTURE that is not only more pervasive, but more personal, more immersive and more interactive than ever. The rise of the screenager - this is what will have to get used to. This generation and the next ones will study, learn, shop and live in ways that we haven't. So instead of saying how bad it is, we can except it is just different and embrace it. We all have heard it: 'Think differently'.

10. Recommerce

It’s never been easier for savvy consumers to resell or trade in past purchases, and unlock the value in their current possessions. In 2012, ‘trading in’ is the new buying. Just think about the power of C2C... Or those eBay entrepreneurs who woke up one morning and realised that their hard work has turned into thousand of pounds.

11. Emerging Maturialism

While cultural differences will continue to shape consumer desires, middle-class and/or younger consumers in almost every market will embrace brands that push the boundaries. Expect frank, risqué or non-corporate products, services and campaigns from emerging markets to be on the rise in 2012. Can you fit in?

12. Point and Know

Consumers are used to being able to find out just about anything that’s online or text-based, but 2012 will see instant visual information gratification brought into the real and visual world with objects and even people. Anything from infographics, through 3D Google Map to augmented reality may be the right decision for you.

Here’s a summary how to APPLY them:

1. Influence or shape your company's vision.
2. Inspire you to come up with a new business concept, an entirely new venture, a new brand.
3. Add a new product, service or experience for a certain customer segment.
4. Speak the language of those consumers already 'living' a trend.

Reference:

TrendsWatching (2011) '12 Crucial Consumer Trends for 2012', TrendsWatching.com, [WWW]. Available at: http://trendwatching.com/briefing/ (accessed on 12 December 2011)