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Latest trends | 2012
crisis-style
Crisis-style – as the name would suggest – supports to bring all the assortment element into forefront, which mean a more savvy solution for consumers, who got into a worse situation as a result of the recession. Today it is not a prestige loss to buy second hand clothes, if we swap useless objects for something, if we seriously think about recycling facilities to handle household waste. This really fits into trend, when this solution has a playful, connecting, human style. It is frequent to use social media to support fellow collaboration. As a result of the crisis new values appear, such abolishing wasting, the joy of helping others, new modesty.
hyperlocal
Hyperlocal means the even strengthening responsibility, felt for the nearest environment. We form a narrower circle, the interest of which are set into priorities, that means a status-identifying decision.
It is easy to recognise that when we help entrepreneurships in our nearest surroundings, in an indirect way we might provide jobs for our friends and acquaintances and we provide a chance for them to stay in the market. Companies reacting to this trend enlarge the proportion of local suppliers in their orders.
Also the needs toward local and relevant information is increasing, consumers want to know prompt and in real time what is going around him/her, what kind of possibilities could be taken advantage of it.
together
The trend together emphasises the power hidden in union. It is necessary, because among hard circumstances we try many things alone, but on one hand unifying might bring financial advantages – for example community shopping -, on the other hand it helps the emotional elaboration of those problems, who are involved in unifying. We might simplify this trend to the notion of „being together”, experiencing small happiness can cheer up everydays, it can result in the feeling of stability and in the feeling of belonging to a community.
We can realise the power of social currency, also consumers get a new role: they become curators of a brand, a product or a subject as well.
the left alone consumer
For most people the left alone consumer is a new „experience”. It is surely seen that at fields, where previously plan makers could rely on governmental sources, today they have to bear the emotional and financial consequences themselves. This might be shocking for certain groups. There is a need to open a new chapter in the expenses diary. Beside these the presentation of an identity through the ‘me-culture’ is more and more creative and the ‘hyper me’ appears.
tangible joy
Tangible joy highlights that compensation effect, which derives from the counter effect of household, family saving up. Everybody needs a bit of joy. People need pampering, but in the form of cheap solutions, which might appear as the reward for temperate consumption. The word tangible expresses that this trend is not about high volume, complicated, high value sources of joy. We would rather make „small luxury”, reward morsels available for ourselves.
We can experience the other side of that trend, that is to reverse classic things, attitudes, values, and also consumers insist more to “Hungarian Classic”.
charming
The followers of charming trend like to be loved, for them „love me” is an expectation. One of the bursting opportunities of brand owners is to astonish their consumers, to provide a chance to experience the brand’s joy. The have to create myths, stories or at least buzz. At first these have to be given to the insider brand fans (insider-culture), so they will be the most well informed, the experts of the topic.
in situ
Trend in-situ indicates that everything happening here and now has a greater importance. The more difficult situation brought rationality into the forefront. As we have presented, momentlike and even down to earth, offline comeback from the virtual world derives from recession. People would like to see and experience the immediate, the tangible, the sure. As a result events, product demonstrations, tastings and all elements offering instant solutions will be more important. The essential behaviour often get stronger on the field of consumer fears.
managed changes
Managed changes is the complex appearance of new consciousness, which is the headway of planning and forward thinking. This kind of consciousness is the child of necessity. Long forgotten practices, „squared exercise books” may turn up. Even impulse shopping needs to be conscious, at least should have a frame (for example: how much could be spent spontaneously in a day).
essential
The essential indicates that characteristics, which appears in the thought of the decision maker as the essence of things. Consumers are willing to pay for this thing, this moves them and this leads them to buying. Today’s consumers do not want to hear evasion, the „garnishing”, they do not want to pay for those product elements, which are not important for them. This „recalcitrance” forces companies to think over their range of offers and also communication to a new argumentation.
