11 hottest trends for 2011 : McCann Worldgroup

Through its research tool McCann Pulse, the network has released a study that spots and forecasts the trends that will shape creative values of the consumer mindset around the globe in 2011.

The study, named '11 for 2011', found that consumers in the year to come are more empowered and ready to embrace new changes at all times.

1. Slow is the new fast
As consumers living in the digital era where they are connected to share every possible fact, flaw and lesson learnt, more and more know their right and have started to realise the impact of their actions. They take a deeper look at authenticity behind what they consume. What consumers are craving in the coming year is not merely the end product but the sincerity and the realness of the brands.

2. The comeback of nostalgic simplicity
The past is the era of comfort and security. The future is the age of uncertainty, fear and worry. With the impact of economic downturn, political uncertainty and natural calamities, consumers will be looking out for fantasy from the past, and will be reminiscent of simpler times and be cocooned in the safety of nostalgia. Such moves have been gaining ground in tourism, fashion and food industries where brands leverage ways to highlight their heritage, and take consumers back to the ‘feel good’ days.

3. Mobile democracy
2011 is shaping up to be the year of the smartphone. Consumers’ are now always on, or always-connected. The smartphone is replacing PCs and getting closer to every aspect of living. Consumers love this democratic freedom like never before and this opens up vast possibilities for brands to find new ways to stay connected with them. Fanciful gimmicks and breakthrough utilities from mobile applications are what it takes to put brands in their hands in real-time and location.

4. Media gravity
As it turns out, media is now earned, not paid. Anything-anytime-anywhere access to online contents has liberalised consumers from an otherwise overloaded and highly cluttered environment. The creativity of next-generation media access is the trend to watch in this rapidly changing environment. We expect to see more of cross-platform communications where new media and traditional media are intertwined. QR codes and augmented reality will be more prevalent and provide evermore unique content and experiences. On top of everything, participation and interaction are key to regain consumers’ attention.

5. Life in a cloud
Technology take-ups have granted worldwide consumers more ease and generally a better quality of life. Moving forward from web 2.0; collaboration, community creation, conversation and creativity have converged and given a new rise to ‘cloud living’ where everything consumers need is in the air and everything is possible through a click. The perception of living is getting close to what is called a ‘dream life’. Groundbreaking innovations will help brands fulfill the demands of more sophisticated consumers. 

6. Friend as a verb
Life is about sharing; therefore, the word ‘friend’ has become a verb. This kind of digital relationship is getting hotter and becoming the social networking norm amongst internet hipsters. Social network sites have created connections that make friendship go beyond face-to-face interaction. ‘Friending’ has become the involvement of mutual revelation of interests and passions. This is the time brands should redefine conversations between itself and consumers and move beyond the conventional brand fan page. In 2011, brand-dividual is what consumers want to become a fan with.

7. For the people to the people by the people
Community spirit, crowdsourced wisdom and co-creation creativity are the innovative outcome of social media empowerment. Community collaboration will be the crucial driving force of new initiatives for any type of brand. This will go beyond personal interests to bigger issues, giving rise to the emerging concept of the ‘social entrepreneur’. It is time to crowdsource for a social change.

8. Social compass gaming
Generation gaps are getting more and more blurred when it comes to gaming. From the overwhelming success of casual gaming, social gaming, interactive gaming and augmented reality gaming; gaming is certainly getting up-close and personal. This is due to more and more ‘proximity technology’ and local insiders as the source of inspiration. Compelling and useful location based services are attracting the interest of lifestyle-oriented consumers with fun tips and point-of-sales promotions.

9. Eco-sexual
Green is no longer enough. This niche demographic is more concerned not only about the environment but about well-being, society and culture. A sustainable planet is what they are aiming for and thus they aspire for brands that make positive changes towards the matter. This group of consumers are turning to sustainable consumption and placing bigger issues before their personal desires.

10. Feel good effect
A positive mentality is being widely expressed in the media. Doing good is becoming cooler. Charity is becoming an everyday matter. This is the era where ‘goodness’ has earned its value from people of all ages. Purchasing something can make the world a better place and make consumers smile as well. We predict more and more packaging and point-of-purchase communications will be rolling out as a part of ‘good-cause marketing’.

11. Heroic brand philanthropy
Inspired by the philosophy of ‘making a difference’ and encouraged by the rising sense of community, the human spirit is being expressed in brand communications where brands go beyond borders. Many big brands have shifted to the new stand of consumer commitment and get the share of hearts through becoming the hero for their consumers.