Lebensmittel (Nahrungs- und Genussmittel)

Lebensmittel (Nahrungs- und Genussmittel)

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  • Andreas von der Heydt
    Andreas von der Heydt    Premium Member   Group moderator
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    Trends in 2012
    Dear all,

    In this article I would like to introduce part 2 of our Trends 2012 series.

    Started last year, again this time we have searched for the best trend surveys and trend reports for the coming year. We´re summarizing them and putting them up for controversial and stimulating discussions. In part 1 of our series we were looking closer at the 12 trends as researched by trendwatching.com.

    In JWT´s seventh annual year-end forecast of 10 trends for 2012, continued economic uncertainty, new technology and the idea of shared responsibility are at the center.

    JWT´s 10 consumer trends for 2012 are (with short explanations and comments given by us):

    1. Navigating the new normal - As the normal becomes the prolonged normal, more brands will open up entry points for extremely cost-sensitive consumers (Hopefully not too many brands will go down this track…if not - which means they could do it at the end, then they might go down forever…)

    2. Live a Little - Consumers will look for ways to live a little and not to give up a lot (Sounds familiar…)

    3. Generation Go - The twentysomethings will go entrepreneurial (Great! The so-called “Lost Generation“ has found itself!)

    4. The Rise of Shared Value - Social issues become part of companies´core strategies (well, we´ve heard that a lot over the last few years without always having seen proof of it)

    5. Food as the New Eco-Issue - More awareness about what kind of food is sold and how it´s been made

    6. Marriage Optional - “Happily ever after“ is being redefined as a “household of one“

    7. Reengineering Randomness - In a world which becomes more personalized and “narrower“ there will be a new focus on social creativity and open-mindedness (that´s a tricky one… not sure, if I really got it. This one you should better read yourself…)

    8. Screened Interactions - Inter-active screens will be everywhere (No escape!)

    9. Celebrating Aging - People of all ages will take a more positive view on growing older (Well, this one we´ve also been knowing for the last decade or so…)

    10. Objectifying Objects - In a digitalized world we will embrace the real thing - physical stuff (This one I completely got).

    Have a look at their well done video clip to get a nicely animated summary without my comments (see http://www.consumergoodsclub.com/cgc-official-blog/79-resear...).

    Seriously, JWT´s trends are - although some of them come across as somehow already known for a couple of years - insightful and pretty clear. We like their straight-forwardness. Another tip: Check out their trendletters site!

    What do you think about their 10 trends? Agree? Disagree? Let us know!!!

    One more thing: Watch it, part 3 of our trends 2012 series to come soon. Only at CGC. Just for you!

    Best regards,

    Andreas von der Heydt
    http://www.consumergoodsclub.com
    • 05 Jan 2012, 5:46 pm