From collaborative consumption to outsourced self control and beyond!

This morning Ann M. Mack, Director of Trendspotting for JWT, gave a presentation to San Diego Ad Club members on emergent trends in consumer behavior, eloquently outlining what was in store for the market in 2011 and beyond. We've included the fun, 2-minute version of the learnings provided by JWTIntelligence.

Not surprisingly, digital interaction drove trends on both ends of the ever-swinging pendulum. As virtual reality becomes more and more integrated with physical reality, gadgets are no longer luxuries but "necessity" purchases, with tiers that define social standing the way that "it" bags do for fashionistas. Increasingly popular applications for technology integration into daily lives include hyper personalization of information consumption, collaborative consumption, and even "outsourced self control" (apps that monitor your driving speed, calorie intake, spending habits, etc). 

Backlash from this is trending as well; people now also take vacations with the intention of getting away from technology. We'll admit it; we can attest to how important this is. 

Finally, we are also 100% in support of the proliferation of creative urban renewal as a brand builder. We love brands that want to go above and beyond, and that can add social value through their work. As a mainly digital shop, we consistently strive to integrate ways that our clients can benefit their customers in more ways than just giving them a memorable digital destination, and there's no better way to do that than to create a change in the world that is bigger than the product they sell.

How can you integrate these trends into your branding/marketing efforts?

• Figure out what characteristics of your product or service could be made into a (friendly) competition. That can become the basis for a unique mobile app or social media campaign that exposes new potential customers to your company while motivating existing customers to visit, share, and purchase.
• Explore what you could do for your customers that would improve their health or make them happier, even if that's not your direct service offering.  You'll need to do it in a way that's real (customers can smell fake sentiment a mile away) - but small, sincere gestures go a long way toward strengthening customer relationships.  
• Find a way that your company can improve your community, whether it's a garden, a soccer field, a solar power project, or a beach cleanup.  Show your commitment to your local area and you'll build goodwill with new prospective customers while also forging stronger connections with your existing fans.

Have you seen these trends affecting your industry?  

Brand Strategist

Erna's job is to keep the narrative for the brands she manages consistent and in constant evolution, through various channels and media platforms.