The next social trends
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It’s always a great challenge to foresee what the next social trends will be. However, this time its pretty clear. With a global recession, a consumer driven business landscape and a social movement that screams “consumer is king”, consumers are in the driver seat and are changing the rules. With this new landscape, consumers have started to demand honesty, transparency and some true passion from companies. Companies that are adapting or have adapted to the “new rules” are already seeing great results. Apple and Nike are two of the usual suspects that focus, listen and adapt their offerings accordingly.
Trendwatching.com is one of many trend firms that are zooming in on consumers and how the business landscape now is changing. They call it Generation G(enerosity). “‘Generation G’ captures the growing importance of ‘generosity’ as a leading societal and business mindset. As consumers are disgusted with greed and its current dire consequences for the economy—and while that same upheaval has them longing more than ever for institutions that care—the need for more generosity beautifully coincides with the ongoing (and pre-recession) emergence of an online-fueled culture of individuals who share, give, engage, create and collaborate in large numbers. In fact, for many, sharing a passion and receiving recognition have replaced ‘taking’ as the new status symbol. Businesses should follow this societal/behavioral shift, however much it may oppose their decades-old devotion to me, myself and I.”
“…for many, sharing a passion and receiving recognition have replaced ‘taking’ as the new status symbol.” – Trendwatching.
Bubblegeneration’s Umair Haque presented similar views the other day at Daytona Sessions. He called it Radical Democracy. From an economist’s perspective, he presented his views on what will happen to companies that will change their business strategies to fit the new consumer demands.
Companies that adjust to this new mindset will experience a stronger and more honest dialogue between them and the consumers. The result of this will be better products and services, which itself will spark innovation for the companies that invest time and money into this type of relationship building.
What it comes down to is that companies need to create positive outcomes through their products or services in order to stay alive. Simply, a product or service needs to create real value. Perceived value is not enough anymore. For example, to display a fantasy lifestyle together with a product is not enough anymore. Consumers are looking for products and services that can make their life’s easier, better and more meaningful.
So for companies that are wondering where to start and how to do it.., start by opening up your arms to your consumers. Bring them into to the product and strategy planning stages. Use interactive environments online or on location to share your innovations and ideas with the group that you are targeting. Listen, take it in and adjust. Then do the same thing again until you have a product or service that everyone is happy with.
The next social trends might not be trends they way we are used to identify them. This one will be more similar to what we are used to see in a social movement.