Consumer Trends 2012 - 4P research mix

Trends are current, right-on, and plain trendy. And we all want to know what the future holds - what surprises may be lurking round the corner, where
consumers will find their next excitement, and how we can use it to our advantage. With this thought in mind, we have compiled for you the 2012
Trends Portfolio comprising 10 ready-to-use, well-described, nicely packed and served-on-a-platter consumer trends which shall affect the Polish
market this year. Not all of these are entirely new: some trends have been underway for a while now and we forecast them to continue over 2012.
Our knowledge has been drawn from many sources, both internal and external, such as trend hunting reports, trade press monitoring, our own
surveys and interviews with experts. It is not incidental that this collection is named a “portfolio” rather than “trendbook” or “trend bible”. The portfolio
is an open structure to which one can add interesting content, latest news and inspirations, rearranging its contents according to your need. We
shall thus expand and complete our portfolio during the year, addressing the phenomena and micro trends that will have emerged in the market.
Naturally, the 10 trends presented in the Portfolio - as you see it today - were chosen in an arbitrary and subjective manner; the “one and only right
compilation” simply cannot be made without the help of a crystal ball… Therefore, in our 2012 Trends Portfolio we are focusing on the prominent
and interesting trends and phenomena, which have been manifesting in Poland and can be applied by businesses. Rare, albeit interesting, behav-
iours are not covered here. Neither will you find details concerning demographic trends, the aging of societies, the Occupy movements, or the
enrichment of the BRIC Countries - even though we acknowledge the significance of all the above mentioned. What we do discuss in the 2012
Trends Portfolio are large-scale consumer trends, vital issues, and things which can be put into use ‘here and now’.
Let this be a working portfolio, one you shall keep on your desk and use in your daily tasks rather than put on a shelf with picture albums. Why don’t
you make coffee stains on it, dog-ear the pages, make notes on the margins?! That’s what it is for.

4P research mix team

Furthermore, we offer:
• “2012 Trends Portfolio” presentation for companies
• “2012 Trends Portfolio” comprehensive report
• trend analysis by category
• creative workshops with trend-based exercises

4P research mix offer for a consumer trends study
can be obtained from Barbara Frątczak-Rudnicka at: barbara.fratczak@4prm.com
or Małgorzata Olszewska at: malgorzata.olszewska@4prm.com

KEY PHRASES Services: online advice for consumers, price comparison engines (Ceneo.pl,
smart shopping, the new consumer, navigating the new normal, surgical Nokaut.pl, Okazje.info.pl, Radar.pl, Skąpiec.pl, Tanio.pl), consumer reviews
consumers, dealer-chic, pragmatic consumption, frugality becomes lifestyle sites (opiniuj.pl, testo.pl, www.dobramama.pl), shopping list applications
for mobile phones (Listonic), geolocation-capable applications for finding
SMART CONSUMER is a widespread post-recession trend. Despite the bargains, group shopping sites (Groupon has 35 million users; in Poland
fact that recession is over and economic indices have improved, consumers every third Internet user visits the site). The number of new group shop-
have not revert to their pre-recession practices and habits. They preserved ping sites and offer aggregators (like GoDealla.pl comprising some 117
the cautious, pragmatic, responsible attitude. Importantly, however, they portals!) is growing constantly.
accepted behavioural changes induced in them by the economic crisis, Retail: discount stores are growing stronger (in 2011 the Central and
reorienting their values and priorities, and finding new sources of satisfaction Eastern Europe’s largest retail chain was Biedronka - it owns nearly 1,9
(thus: the new normal). thousands stores in Poland, 239 of which were opened in 2011; new stores
Consumers keep on with their cautious attitude and high sensitivity to prices. are still being opened and the company successfully upgrades its image).
They want to gain greater control over their lives and to curb the influence
In 2011, a thousand and a half e-shops were created in Poland. Presently,
exerted on them by institutions and brands, which they hope to achieve by
their total number reaches 11 thousands. It was the fastest growing retail
controlling what, when, where, and how they consume as well as what and
channel in 2011. Soon to come: e-TESCO.
where they buy. And they do have a repertory of relevant tools at their disposal!
Given the fact that the scale of crisis phenomena in POLAND was
EXAMPLES incomparably smaller than elsewhere, the above has been largely
Products: “Tide Basic” washing powder - rather than launching a “new and effectuated by adoption of lifestyle trends. On the other hand, Poles
better” variant P&G choose to introduce a “basic” one; upgraded versions of scored high in comparative studies of shopper IQ (commissioned by Visa
own brand products (TESCO, TARGET, SAFEWAY); e-coupons - via Internet, and conducted by The Future Foundation) - even before the crisis!
cell phones.

DRIVERS MANIFESTATIONS POTENTIAL
• the remembered experience of the global • consumers keep buying less (not in Poland, • products in new versions: simplified, “slim”, “good enough”
recession of 2008-2009 (hardly felt in though, but there is a change in the shopping • possibility to target lower-priced products at higher
Poland) and concerns about the future channel structure) income shoppers (masspremium)
(that does affect us) • they are thriftier, buy at discount stores, buy • still high potential of promotions (consumers are still
• in Poland mainly in the form of life-style trends; own brands, via Internet very price sensitive)
but it is also important that, also before (the • they are more prudent and pragmatic, they • durable, lasting goods rather than one season products
last recession) pour consumer habits where waste less, repair more, rent and share more • new forms of consumption (collaborative consumption,
different compared to the hyperconsuming • they have learnt to appreciate simplicity and rental culture etc.)
West (high Shopper IQ of Poles) the charm of homemade/DIY goods • also: smart consumers seek more convenient
• technology development equips consumers
ways of buying, which gives room for the expansion
with new tools
of e-commerce

2012 TRENDS PORTFOLIO / 4P research mix www.4Prm.com

KEY PHRASES EXAMPLES
retail renaissance, retailtainment, retail safari, shopping adventure, Pop-up shops (an H&M container on the English beach; T-Mobile ‘gifts’
tryvertising, transumers at the Old Town Market Square in Krakow; a black cube of Zuo Corp in
Bracka Street in Warsaw), brand marriages (Sephora and Haagen Daaz),
The SHOPPING SAFARI trend highlights turning shopping into an exciting limited editions of products (Gosia Baczyńska collection for Reserved;
experience brimming with attractions and surprises. The idea is not just to Converse collection for different NYC districts), scent marketing (Allegro
buy things, but to enjoy the experience and learn something. Consumers on and Poznan City campaign using billboards exuding the aroma of
a shopping safari - transumers that is - look for attractions and experiences, crescent-shaped buns; Brise in Multikino), joyful experiences at stores
not wanting their daily tasks to be arduous, boring, or wearisome. Shopping (the format of Carrefour Planet; culinary workshops at DeLonghi; game
then becomes an entertainment of sorts - a game, a hunt - while shopping consoles at Target), marketing communication (2011 Christmas slogan
malls play the part of the so-called ‘third place’. at the shopping centre Złote Tarasy: “The Call of the City. Enjoy the Hunt”;
“January Bargainers” at Silesia City Center), and websites offering free
samples (huntersi.pl, freebies.pl).
IN POLAND: SHOPPING SAFARI is a developing trend. Given the shopping
behaviour and attitudes of Poles (we like shopping, it doesn’t bore us,
most of us are not glutted with consumption), the trend has a lot of potential.

• search for entertainment and excitement while • store as a place where to garner experiences • brand revitalization
shopping (‘transumers’) and buy services (e.g. hair stylist available in • creation of new purchase situations
• expectation of interactivity and the ‘online-offine’ the supermarket selling area) • activities prompting loyalty in consumers
mix • pop-up shops and other non standard forms • attracting new consumer groups
• urbanity (lifestyle) of sales
• in marketing communication: reference to
• redefinition of the ‘third place’ (other than home • geographically limited offers, or limited editions a hunt, race, play
and work, where we like to spend time) of products
• turn towards hedonistic values • free samples of products available at
unexpected places
• scent marketing


tech-up your life, off = on, connected lifestyle, screened interactions, live Virtual self-service kiosks - on the Internet and at the stores (JC Penny;
streaming, life caching, augmented reality, gamification, playsumers, Maybeline), on-off mix (“My Best Fit” body scan and the resulting offer
outsourcing self-control, geolocation from 50 brands; avatars of Webkinz stuffed toys), life caching and live
streaming (“Dear Sophie” Google ad; Friskies Le Bobo the photographer
DIGITILIZED consumers seek to be constantly connected, never separating cat), self remote - i.e. applications that enable self-control outsourcing
their online and offine lives from each other. The trend grows with advance- (fertility calendar; diet control applications; alcohol consumption trackers,
ment of technology - especially smartphones and mobile Internet. Physical breath control apps, or task execution applications like Mindbloom or
and virtual worlds merge and become one; in order to function effectively in EpicWin), websites like Foursquare or Facebook Places and related
this combined reality, and to not be shut out of the game, consumers must promotions. The use of augmented reality (KFC - Run for Krusher; mBank
use various applications and devices. DIGITILIZED consumers expect not - Myth Busters) and gamification (BMW - optimum fuel consumption
only permanent Internet access and plenty of attractions (augmented reality) game); interactive touch screen billboards at bus stops (Yahoo).
and games (gamification), but also amenities in daily life and a possibility to IN POLAND this trend is already strong in all its aspects, and it does not
outsource self-control (via applications and other tools). cease growing; its huge potential, though, has not been utilized
marketing-wise - more is written about gamification and augmented reality
than actually done!

• expectation to be connected 24/7 • numerous applications for smartphones • promotions at retail outlets and elsewhere
• growing number of smartphones and touch • presence of brands in social networking web (geolocation, QR codes)
screens sites • customer loyalty schemes (e.g. via social
• increasing availability of the Internet (including • geolocation services networking sites), an opportunity to reach
mobile Internet) • use of gamification and augmented reality in younger consumers
• the growing up of the “digital natives generation” marketing • brand revitalization through greater online
(digitized since childhood) • mediation/ substitution of interpersonal relations activity
(digital self-service kiosks) • marketing communication related to life caching
or defriending


unplugging, de-teching, offlining In technology: Digital Detox application (enabling temporary switching off
as a reaction to: mobile phone, but irreversible during the period defined), Microsoft’s
simpler (?) operating system called Windows Phone 7 (“Designed to get
technology fatigue, digital information overload, hyper-connected lifestyle,
you in and out and back to life”), Microsoft’s “Freedom” application
an always plugged-in existence
(temporarily blocking social networking sites).
Other categories: offline venues - Iguana Unplugged Coffeehouse;
UNPLUGGED consumers put restrictions on their use of the newest digital in tourism - Meribel Unplugged Ski Holiday, Ustroń Poniwiec (Bieszczady
technologies, have greater control over using them, or simply want to “reset”
Mountains!), The Monroe County Tourist Development Council (“There is
- sometimes even a digital detox. It is a typical countertrend that emerged as
no application for that!”); Spa Digital Detox Package.
a reaction to the powerful trend for digitalization of life.
Communication insights: Nescafe (“Get a little closer”); Dentyne pepper-
mints (“Stop wasting your time online”); fast food - Whopper Sacrifice;
Diesel clothing - “Stupid is analog” - Facepark.
IN POLAND nearly half of all Internet users admit to have symptoms of
digital fatigue. Marketing communication has hardly addressed the issue
as yet. Nevertheless, there are some offers for “offline holidays”.

• rapid development of communication • symptoms of digital fatigue as revealed in • applications, online tools to facilitate content
technologies research conducted among Internet users control, contacts control
• changes in working style (convergence of work • initiatives undertaken individually or by a group: • product offers (e.g. simpler phones)
and home modes) day without phone, week without Internet, • offers for offline services: holidays, 3-day digital
• deficiency of human bonds and personal month without Facebook, etc. detox at a spa, unplugged wedding parties,
relationships • children-oriented campaigns (screen-free week) festivities
• redefinition (after the recession) of consumption and parent-oriented campaigns (Get off • insights to use in marketing communication
and life styles (Slow Life, Real Life) Facebook and look after your child)
• reports on how new technologies impact brain • various forms of digital detox
functioning


KEY PHRASES ‘Bottom-up’ initiatives undertaken by consumers (‘Right to Dry’ in the USA) and
corporations (TESCO: green ClubCard points). Education-related activity taken
sustainability, low carbon consumerism; eco-frugality,
up by brands (two editions of Eco-School Programme produced by Panasonic;
eco-design, eco-technology, eco-status, eco-tourism, eco-fashion,
eko_polska.pl platform funded by BOŚ).
eco-metering … eco-everything!
Applications for carbon footprint monitoring and reduction (different versions of
ECO2 trend has been growing in intensity over many years; stemming from the Carbon Footprint Calculator); helper apps for recycling (like recykling.com,
a powerful megatrend of the sustainable development it has now come to where GPS locates recycle drop-off points in the neighbourhood) or energy
encompass all aspects of life and was additionally strengthened by the recent saving (Control4MyHome).
recession. There are no signs of the trend losing its power. Everything still is, Eco-friendly variants of products and services (with small ecological footprint):
and should be, ecofriendly. Timberland shoes, Motorola MOTO W233 handset (goods made of recycled
ECO2 trend means to decrease consumption according to the rule of “3 R’s”: material - PET bottles); electric cars (Chevy Volt - car of the year 2011);
reduce, reuse, recycle (reduce consumption, waste and use of natural Otarian - low carbon restaurants (in Toronto, NYC, London); Topaz - the first
resources; reuse - remake, repair, borrow, exchange, give back; recycle - sort hotel in Poland to be awarded EU Daisy (granted to eco-friendly products
the waste, collect recycled material, use reusable packages, relinquish dispos- and services); eco-tourism (Poland Naturally). Parking spaces for electric cars
able goods etc.). (at Warsaw’s “Arkadia” Shopping Center).
IN POLAND the trend has been around for some time. It has recently intensified
EXAMPLES owing to diffusion of global trends in fashion, design and lifestyles and the
New 2012 Pepsi bottle made entirely of switch grass, pine bark, and corn adaptation of the Polish law to EU standards as regards environmental
husks; Coca-Cola’s Plant Bottle made from 30% plant-based material, fully protection, carbon dioxide emissions, use of disposable packages, waste
recyclable. Milk and water are sold in glass bottles again (2011: Robico, disposal etc.
Cisowianka).

• climate change, depletion of natural and energy • the career of the carbon footprint concept • eco-friendly products, services, buildings,
resources (ecological footprint, environmental footprint) institutions; eco-cities
• sustainable development • product labels, certifications, ecolabels • eco-friendly packages = good packages
• the ‘back to basics, back to nature, slow life’ • organic products (now also clothes, diapers, • ecological positioning of brands
trend strengthened by the crisis/recession pet products) • further growth / new dimension of CSR
• ecological education and widespread public • new eco-friendly raw materials • consumer eco-education
discourse - dissemination of knowledge on the • significant growth of recycling • “fast eco” - eco as a trendy gadget
effects of our consumption habits, our approach • eco-design, eco-fashion
to natural environment etc.


local idealized, slow food, buy local, local-love, freshmaniacs, local loco ‘Mazurski Smak’ brand (Mlekovita), ‘Dolina Narwi’ cheese (TMT Łomża),
‘Suchary Bieszczadzkie’ (San), flour from Roztocze (Smoryń), local beers
(‘Ciechan’, ‘Krzepkie’, ‘Łomża’), campaigns/programs such as “I live here,
LOCAL IDEALIZED trend has been around and kept going strong, for several I buy here” (Macro Cash &Carry). Bio bazaars, reactivation of the Sunday
years now. It is based on glorification of the local - i.e. products from the
farmers market, milk dispensers (Toko Agri), websites offering “local
neighbourhood, locality, specific region, or just native products. In simplified
farmer’s basket” service, egg supply from local poultry breeders (eggzy.net),
terms, ‘local’ means better, healthier, more natural. Consumers turned to local
or milk delivery at your doorstep (findmeamilkman.co.uk). Programs for
products because they grew weary of the unvaried offerings of mass brands,
co-leasing a farmland (Alles Naturalen) or a cow. Luxury hotels and SPA
became discouraged with the so-called ‘cucumber disease’ and the like
resorts turning to local traditions, regional products and cuisines (Klekotki
affairs, sceptical about GMO foods, suspicious of corporations, and more and
Mill). Restaurants that integrate local traditions and serve regional dishes
more eco-oriented. The trend is also driven by local patriotism, the willingness
made of seasonal produce (Atelier Amaro).
to search for one’s roots, and nostalgia.
IN POLAND this trend is present and growing, with small dairy co-ops
(OSM) being especially active. Some large companies also use the
potential of the local, albeit not across all aspects or product categories
(the trend is hardly addressed in marketing communication or CSR).

• being weary of the mass FMCG offer • brands referring to specific regions • NPD: goods made from local ingredients, made
• social responsibility, consumer patriotism • buying local foods in traditional ways (especially premium products)
• ecological awareness • curiosity about where a product comes from • communication: information that product
• ‘slow food’ and ‘slow life’ movements and how it has been made ingredients come from a specific region,
• support for local shops and manufacturers mentioning special qualities of Polish regions,
• return to the roots
specifying the local on a more detailed level
• deficiency of close community bonds
(giving the name of town, or city district)
• CSR-related activity: focus on the local
communities, producers, cultural tradition etc.)


vintage glamour, retro chic, retro-mad, retro-modern, ethno-modern Applications for smartphones, which imitate the vinyl record or rotary dial
sounds (Samsung, iPhone); CiTiz Nespresso coffee machine; kMix
Kenwood Breakfast Range; cars: Mini BMW, Volkswagen Bulli, new Fiat
RETRO-MODERN trend is based on a penchant for vintage aesthetics 500; Łomża beer in stubby bottle; new package design for Masmix; limited
combined with modern functionality and technological advancement of
edition of Wedel Vintage; “Vintage Stories” collection by KappAhl, or “60s
products. References to retro style in fashion, cuisine and automotive
Pop” by Reserved; websites offering handicraft decoration and vintage
industry; popularity of handicraft and genuine vintage stuff. More and more
clothes (pakamera.pl, shopruche.com); ethno and retro motifs in design
consumers look for the authentic and unique - thus valuable - objects and
(proteindesign.pl); stylized advertisements (KitchenAid’s ads in Art Deco
brands; brands with a good design tradition, history, and class. The trend is
style. In Poland: the PRL aesthetics.
driven by: fatigue with mass retail offer, desire to stand out, turn towards
tradition, nostalgia, search for one’s roots, search for authenticity, safety, lost IN POLAND the trend is vibrant, especially in fashion, household
childhood or careless youth. Producers go back to different periods in the appliances, and FMCG design (on the product level rather than in
past - the pre-war times, the hippie era, or, most recently, back to the 1990’s. marketing communication, though).

• fatigue with mass offer and mass consumption • vintage-stylized but technologically advanced • package and product design
• search for authenticity products • reactivation of old brands, repositioning of
• recession; uncertainty of the future • revitalisation of old patterns, graphic designs, current brands
• return of conservative values; nostalgia and shapes • creation of new brands with retro- or ethno-
• hyperindividualism • affirmation of good quality, durability elements
and uniqueness • technological solutions and applications which
• vogue for the “authentic”, “vintage” refer to old technologies
• craftwork, remaking, upcycling • advertising communication with traits of the
vintage, nostalgia, good old times (storytelling)


KEY PHRASES Sądecki - Association for the Development of Tylicz); neighbourhood portals
community/digital community, joyning, local networks, community (domatu.pl). Return to the roots, discovery of one’s history etc. Presence of
of interest, connected experience, instant community (flash mobs), cities or residential areas in social media - brought about through the initiative
friending/de-friending of local authorities or residents themselves and thus developing members’
loyalty and involvement (‘Most Unofficial Homepage of Warsaw’). Communi-
TOGETHER is not a new trend. It is related to an eternal human need to form ties of consumers who want to buy cheaper/better goods (The People’s
groups, do things together, and be close to people like us. Nowadays - Supermarket) or have been aggrieved by institutions, e.g. banks (mStop.pl,
following the expansion of hyperindividualism, the emphasis on competition, GrupaNaBank.pl, Ratomat.pl). Contests stimulating community involvement
rat race, personal success as well as the self-sufficiency trend - the time has (zindeksujsie.pl - contest for academic communities).
come to redefine what being together in a new form of community means. Short-lasting communities brought together by an idea (‘I Don’t Like Mondays’,
TOGETHER trend has increased thanks to the possibilities offered by new ‘Born in 1978’, ‘Mad at Palikot’). Dinner gatherings (‘Pieprzownia u Carycy’,
communication technologies and social media, but it has been thriving offline ‘Orgasmo de La Boca’, ‘Casa Bobbonis’), discussion meet-ups (‘Przystawka
as well - partly due to the growing disappointment with the transience and z kultury/Cultural entrée’, ‘UX Book Club’, ‘Freedomia’), cooking workshops
superficiality of virtual relationships, and as reaction to phenomena induced (chillibite.pl), personal development workshops, fabric painting workshops etc.
by recession (need for support and solidarity). Virtual communities created by brands and based on a common passion
related to a product category (przepisy.pl by Knorr, maybellinetrends.pl).
EXAMPLES IN POLAND this trend is present and continues to grow. It should be
Bottom-up initiatives/campaigns aimed at resurrecting or finding formal remembered, though, that even before its emergence were interpersonal
frameworks for the traditionally structured communities - like neighbourhoods relations in Poland more direct and less depersonalized than in other western
or regional localities (in Warsaw - My Narbutta Street, Żolibuch; in Beskid societies; traditional neighbourhoods and religious communities have been
existing here, especially in smaller towns and villages.

• advancement of Instant Messengers and social • ecology- or art-oriented neighbourhood • establishing social communities around brands,
media - which facilitates communication initiatives; public space revitalization products or categories
between people • fun activities with strangers who have similar • in marketing communication: references to the
• simultaneously: digitization of human interactions interests value of being/acting/owning/experiencing
and the resulting deficit of direct relationships • sharing/exchange within a group, co-owning together; “us” rather than “I”
• the experience of recession, which made people things • promotional campaigns for groups
seek support and understanding in their • online interest groups with a specific mission • new forms of collective consumption
immediate surroundings (‘the return of the or goal
neighbour’, emphasis on ‘the local’) • ad hoc communities (transient social networks)
• shift from owning to experiencing/being together brought together by a shared idea


social good, ethical marketing, „the rise of shared value”, Actions/campaigns like: Buy One Give One (books, laptops, spectacles,
„the end of goodwashing”, Generation G condoms), Macy’s (Do.Something.org), Pedigree (Doggelganger), The Girl
Store & Nanhi Kali / Mahindra Foundation, Ethno Cafe Bílý Koníček, and
BE GOOD! is not a new trend but, like a few others discussed above, Natura Rzeczy (The Nature of Things) - Christmas bazaar under a slogan
the recession experiences have strengthened it. Its growing power results “Santa Is Fair Trade, Too!”. Promotion of voluntary work: “2011 Coalition of
from consumer outrage at the behaviour of banks and governments, as well Volunteering Chairmen” which currently has 18 active members - chairmen
as from sense of solidarity with those less fortunate (whether they be our of such companies as ENEA S.A., Danone, AXA Polska S.A., Citi Handlowy,
neighbours or women in India). Furthermore, consumers and citizens have Medicover, Grupa TP, Bank Gospodarstwa Krajowego, or Tchibo Warszawa.
as many tools as never before to obtain information and control - “checking it Products, services, brands: fair trade products (Starbucks, Benetton), IKEA
out!” they say, and don’t take baloney as an answer. (Sustainability Product Score Card).
Another name for this trend is “Generation G” (G for Generosity not Greed) - Online shops selling fair trade products: Ethical Ocean, Novica,
disappointed, distrustful, and increasingly better-informed consumers tend SklepFairTrade.pl. In December 2011 the first Polish offline shop offering fair
to expect greater responsibility from businesses, willingly engaging in charity trade goods was opened in Poznan.
actions themselves, especially if the latter requires little effort of them. The
Applications/websites that facilitate control: Charity Navigator (“Your Guide
trend is most popular among Generation Y (Millenials), who are characterised
to Intelligent Giving”), GoodGuide, FairTrade Finder.
by “a global social awareness”!
IN POLAND the trend has been present and developing for quite some time,
Simultaneously, we observe such phenomena as slactivism (all “support” boils
yet we lag behind other countries as regards control and expectation of
down to hitting the Like-button on Facebook) and compassion fatigue (being
transparency!
weary of permanent “obligation” to sympathize with others). Therefore, actions
or campaigns referring to this trend must be fresh, engaging, and “sexy”.

• change of priorities resulting from the recession • spontaneous grass root actions (brought to life • “ethical” benefits of the use of products/brands
experience - consumers expect greater social on the Internet), digital support groups • new form of CSR - a holistic approach, more
responsibility from everyone (including • support for socially and environmentally engaging and “sexy”
themselves) responsible brands (e.g. carrot mobs) • new business models
• loss of confidence in governments or public • “keeping an eye on things”, expectation of total • tools for the monitoring of institutions -
institutions (like banks and large corporations) transparency governments, corporations, and NGO’s
• the power of social media • voluntary labels; product certificates in
ecological footprint, fair trade, and sustainable
development index


naughty, maturalism, time to loosen up a little bit, live a little References to eroticism in not erotic categories - e.g. food “spiced” with
a pinch of eroticism, slightly shocking - e.g. ice cream made of breast milk
NAUGHTY is a trend the followers of which once in a while indulge (BabyGaga Ice Cream), beauty creams for “sinful” women (SinCare).
themselves (eating tasty but unhealthy food), are ‘incorrect’ and irresponsible Children’s products in “only for adults” versions - e.g. “naughty” Nintendo
(wearing a fur), and behave egoistically (rewarding themselves with gifts). games, wine ice cream (Wine Cellar Sorbet), lollipops in erotic shapes.
This tendency has increased recently in response to a long period of crisis- Self-pampering, eating “pleasure for the palate” food even if it is unhealthy
induced sacriﬁcing. (Heart Attack Grill in USA, Lola’s Cupcakes in Warsaw).

NAUGHTY is also a countertendency, a reaction to all the ‘correctness’ Marketing communication overtly referring to egocentricity: clothes by Crew,
(environmental correctness, social correctness, self-restraint, common sense, Sephora cosmetics (Happy Selfgifting!), Zappos bags.
responsibility etc.), normative character, impudence, and moralizing Self-gifting as the dominating trend last Christmas; in Poland such behaviour
proclaimed by the other trends. was incited by the “Malemen” magazine).
IN POLAND this trend is feeble yet. We have not been mauled by recession
and so we do not feel the need to take frustration out by pampering ourselves.
Nevertheless, the Polish society has clearly shifted towards hedonistic
values over the last 10 years, which suggests a potential in this trend!

• fatigue with the moralizing present in many • in eating: “don’t ask, don’t tell” (how many • children’s products “for adults”
previous trends calories, cholesterol, sugar etc. it contains) • promotions - e.g. “one for me one for you”
• pursuit of autonomy resulting in nonconformity • “unhealthy” foods (in small portions, though!) • daring allusions in ads across new categories
to (excessively) dominating social correctness • taboo-breaking, shocking (with tongue-in-cheek) • product and communication insights based on
• being weary of the thrifty, responsible, • greater tolerance of egocentricity (e.g. self-gifting) egocentricity and overt egoism
post-recession style of living and consumption • joking about the all-pervading correctness,
or ostentatiously not abiding by it


MORE »
Each trend presented in this portfolio is related to a number of less or more common phenomena and micro trends, the most relevant of which are outlined below:

1. SMART CONSUMER
smart shopping, the new consumer, the new normal, navigating the new normal, surgical consumers, dealer chic, pragmatic consumption, less is more, frugality chick,
dynamic discounts, elasticity stretched, infolust, opiniomania, click’n’know
but also: frugality fatigue and decision fatigue (choice cuts)

2. SHOPPING SAFARI
retail renaissance, retailtainment, retail safari, shopping adventure, tryvertising, third places, transumers, augmented reality shopping, tracking, mapping

3. DIGITILIZED
tech-up your life, off=on (seamless), connected lifestyle, live streaming, life caching, playsumers, screened interactions, screen culture, interactive out of home,
outsourcing selfcontrol, augmented reality, gamification, geolocation, mobile tipping point, shopping under the tech influence

4. UNPLUGGED
unplugging, de-teching, offlining, scaling back tech consumption, media abstinence

5. ECO2
sustainability, low carbon consumerism (carbon footprint), eco-frugality, eco-design, ecotechnology, eco-status, premium-eco, eco-fashion, eco-metering, ecoeverything,
enduring eco, eco-for-granted, zero-emission, eco-urban, urban farming, eco-cycle (upcycling, downcycling), eco-vertising, eco-learning
but also: eco overload, organic over-dose

6. LOCAL IDEALIZED
local idealized, slow food, slow life, buy local, local-love, freshmaniacs, local loco, hyper local, still made here

7. RETRO-MODERN
vintage glamour, retro chick, retro-mad, renovated tradition, adapter ethnicity, retro-modern, ethno-modern

8. TOGETHER
community/digital community, joining, local networks, community of interest, connected experience, local networks, instant community (flash mob), friending/de-friending,
social fitness, collaborative consumption, social media everything

9. BE GOOD!
social good, ethical marketing, the rise of shared value, the end of goodwashing, transparency, socially correct products, Generation G, random acts of kindness, fair tourism
but also: compassion fatigue, slactivism

10. NAUGHTY
naughty, maturalism, time to loosen up a little bit, live a little

Consumer Trends 2012 - 4P research mix

Consumer Trends 2012 - 4P research mix

Recommended

Recommended

More Related Content

What's hot

What's hot (9)

Similar to Consumer Trends 2012 - 4P research mix

Similar to Consumer Trends 2012 - 4P research mix (20)

More from 4P research mix

More from 4P research mix (16)

Recently uploaded

Recently uploaded (20)

Consumer Trends 2012 - 4P research mix