11 Crucial Consumer Trends for 2011

As we reach the end of 2010, numerous pundits and market commentators have been busily predicting the consumer trends which will emerge in 2011. Here are some which we think might catch on – and how brands can use them to their advantage.

1.Random Acts of Kindness

Random acts of kindness, or R.A.K, could be one of the best ways for a brand to connect or engage with their current and potential customers. This new trend could enable brands to be seen as more compassionate and caring rather than inflexible and solely focused on the bottom line.

2. Urbanomics

Urbanomics is said to be ‘one of the biggest yet still misunderstood consumer trends of our time’. With half of the world’s population living in urban areas, the consumer arena for the coming year will change. This type of consumer is daring, tolerant and excited by new products and services. The motto for 2011...’urban pride’.

3. Pricing pandemonium

With the vast increase in the rate of technological development in recent years, it is becoming easier for consumers to find what they want and for how much, and with the huge success of social networking, they can tell their friends too! Group buying is expected to be big news in 2011, along with member sales (COSTCO), flash sales, local discounts and dynamic pricing. 2011 looks like it will be a value-added year for consumers.

4. Made for China

2011 should see a rise in products or services specifically designed, developed or dedicated to customers in emerging markets such as China. Brands such as Levi, BMW and Dior are following this trend as, according to commentators, ‘that’s where the money is right now’.

5. Online status symbols

Millions of people are online today, and the next big trend for 2011 is to give customers the opportunity to display just how strong their online status/popularity is – for example, mugs personalised with pictures of their numerous Facebook friends.

6. Wellthy

It is expected that by 2015, an estimated 500 million people across the world will be using mobile healthcare. Expect health monitoring technologies to become more convenient, manageable and cheaper in 2011.

7. Social-lites & Twinsumers

2011 could see consumers becoming even more vocal; broadcasting, sharing, commenting and recommending. Social network streams allow users to easily broadcast information to a wide range of people in a non-intrusive way.

8. Emerging generosity

Figures state that a large majority of emerging economies' populations prefer brands that support good causes. If a brand or individual is seen to be doing well in 2011, they will be expected to show concern, contribute to and sympathize with a cause.

9. Planned spontaneity

Consumers are said to be becoming more concerned with where they are and who or what is around them, and this is going to be a lot easier for them with geo-location becoming a key feature of social networks and smart phones.

10. Eco-superior

As in 2010, the environment will be a big issue in 2011. Expect to see brands appealing to the eco-cynic, egotistic or financially challenged by marketing their products to have superior quality and design, increased durability and lower running costs.

11. Owner-less

2011 could see renting, sharing and borrowing becoming mainstream. With the price of luxury and desired items high and the economy low, we could start to see more brands getting involved with this trend.

There are many more trends set to affect brands in 2011 which will constantly adapt and evolve.  In the coming weeks we will be looking at a selection of these in further detail and exploring how to apply them.

Source: www.trendwatching.com. One of the world's leading trend firms, trendwatching.com sends out its free, monthly Trend Briefings to more than 160,000 subscribers worldwide

This blog post was written by Lizzie Otway

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