12 trends for 2012 from BJL Tribe Global in Manchester, UK

Trends act as a fantastic springboard for new and innovative thinking. They take us out of the day-to-day and get us thinking about the bigger picture and how consumers are behaving. They are something we track on an ongoing basis, so if you’d like to know more about the interesting things we’re discovering….
– Ged Reilly, BJL

1 – ECO-CYCOLOGY

This is the next step for recycling. Brands taking back their products to recycle them responsibly and constructively. Nike’s old trainers, once sliced and ground, re-emerge as athletic and playground surfaces.

2 – RECOMMERCE

Exchanging, resale, trading up and trading in. Savvy consumers now have more options than ever to unlock the value in their possessions.

3 – PRICE PANDEMONIUM

New technologies and services are helping consumers seek the lowest price. Social networking is enabling group purchasing and flash sales as word of great offers can be spread quickly.

4 – HANDING OVER POWER

Where price is the predominant factor, we will be more willing to let intelligent agents work for us. We’re already seeing this in Sainsbury’s Brand Match promotion and the Ford Focus that can park itself!

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5 – SELF-CREATION

Our aspirations are changing from material consumption and ownership, to expressing oneself creatively and self-fulfillment through new and varied experiences.

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6 – CULT OF CELEBRITY

We are seeing the activities of the rich and famous filtering through to our lives in the form of concierge services and support of social causes.

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7 – DEALS ON MY BLOCK

The popularity of group buying platforms like Groupon have driven the development of services that help shoppers locate discounts around them in real-time with their mobile devices.


8 – CONSUMER CONTROL

Consumers are being given more options in how they pay, when they pay and how much. We appear to be edging ever closer to a cash-less culture: Waitrose, for example, have just introduced contactless payments.


9 – INSTANT TRIAL

Retailers are finding new and inventive ways to engage customers in the form of interactive installations. These fixtures can provide personal recommendations and product trial, taking shoppers on the next step towards making a purchase.

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10 – SOCIAL CURRENCY

It is no longer just about how much money consumers have to spend, but how far they can spread a message. Now, word of mouth and social media validation are necessary parts of a manufacturer’s marketing make-up.


11 – SCREEN CULTURE

More flat surfaces are becoming screens and more screens are becoming interactive.  Increasingly we will be touching them, gesturing at them and talking to them.


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12 – GAMIFICATION

And it’s not just for the young’uns. With the success of the Wii, gaming has become social and inclusive. Our competitive sides are emerging, motivated by rewards and incentives.

“Gamification is the use of game design techniques and mechanics to solve problems and engage audiences. Typically gamification applies to non-game applications and processes (also known as “funware”), in order to encourage people to adopt them. Gamification works by making technology more engaging, by encouraging users to engage in desired behaviors, by showing a path to mastery and autonomy, and by taking advantage of humans’ psychological predisposition to engage in gaming. The technique can encourage people to perform chores that they ordinarily consider boring, such as completing surveys, shopping, filling out tax forms, or reading web sites. Available data from gamified websites, applications, and processes indicate potential improvements in areas like user engagement, ROI, data quality, timeliness, or learning.” http://en.wikipedia.org/wiki/Gamification

Posted by: Ged Reilly from BJL.
ged.reilly@bjl.co.uk

Sources: Trendwatching.com, Future Foundation, PSFK

For more information please contact:

Vasken Kalayjian
Managing Director USA
v.kalayjian@tribeglobal.net
+1-917-952-0278
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