Futurist's 2007 Predictions (looks like positive trends)

[NJCher]

Disturbed about the prominence of SUVs on the landscape? Hate talk on the radio? Lack of concern over the environment? Thankfully, one futurist appears to be predicting these products and behaviors will be falling to the wayside.

Registration required at this link, so I'll post the allowed four paras and paraphrase or summarize the rest. If you want to register, though, here's the link for this story:

http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=53024

New 'Networked' Consumer More Fluid, Intimate

by Joe Mandese, Wednesday, Dec 27, 2006 7:00 AM ET

TRENDMEISTER FAITH POPCORN, THE CONSUMER researcher and futurist, popularized the concept of "cocooning" during the 1980s and 1990s. Now, she's predicting a new identity for 2007: Ubiquitous personalized media technologies are spawning a "networked self," which will shape both consumer marketing and society at large in the years ahead.

"The technological advances of the information age have produced the most powerful tools yet for shaping our collective human destiny," Popcorn's BrainReserve consultancy says in a year-end outlook on new consumer trends that will impact the marketplace.

"The world has simultaneously become more fluid and more connected, one of both infinite possibility and extreme intimacy. As a result, people are turning away from the ego-driven self-aggrandizement that characterized the old era of hyper-consumption." Poster asks: Does that mean SUV's will become even more passe'?

Popcorn says marketers should register that the new "networked self" consumers are more ecologically aware than preceding generations. "With this newfound awareness comes a personal sense of responsibility to understand and engage with the whole," she adds.

Other future consumer trends include: (note to mods: I have paraphrased/summarized the following)

:bluebox: The lines of identity become blurred. Popcorn's examples are that people will list skills on their business cards instead of a job title. Gender-neutrality will become even more "mainstream."

:bluebox: There will fluidity with branding, with brands focusing more on temporal elements of their product rather than being one specific thing. It's more of a right thing at the right time and the right place. Retailers will carry certain types of products that they will sell and never restock.

:bluebox: Avatars live! Yes, as people pass on, they will detail who gets their avatar in their will. This also applies to other online identities.

:bluebox: Media clutter. Some media companies will simply sponsor white space as a good will gesture in eliminating ad clutter.

:bluebox: Environmental: Companies will attach a sort of "enviro-biography" to their products. It will tell the origins of the product's materials, where it was made, miles it has traveled, etc.

:bluebox: Brands who have established an image of social consciousness will provide much-needed services. Examples: what if Target provided daycare; Starbucks had tutors available, thus making a de facto learning center, and Avis provided transportation services for seniors?

:bluebox: Popcorn calls this one "Moral Status Anxiety." The new net worth will be measured by improvements made, not the money one earns. Instead of family vacations to Disneyland, there will be a movement to socially conscious vacations, where people contribute to a cause, such as feeding the hungry. The "most envied house on the block" will be the one that is the most sustainable.

:bluebox: Seniors will gain respect as the nation turns to them for advice. There will such things as an "Ask Your Grandma" hotline. Seniors will become adept at putting together how-to video clips, showing needed skills such as tying knots and finding home remedies.



Cher

[NJCher]

1. Kicking for the evening crowd

Cher

[GliderGuider]

2. Huh. That's the first time I've (mostly) agreed with Faith Popcorn in years!

2006 was definitely the tipping point year for environmental awareness. I agree that 2007 will see that consciousness becoming institutionalized.

I think that her observation about no titles on business cards has more to do with outsourcing and contracting than it does with some "blurring of lines of identity".

And putting an avatar in my will? C'mon get real, Faith.

But overall, yes 2007 will be the enviro-year.

[NJCher]

3. sustainable house the most attractive

I'm thinking hard about this one (in terms of putting investment dollars back into my house). I think improvements like certain types of solar will more than pay out in terms of home appreciation.



Cher

[latebloomer]

4. and there are both federal tax credits and NJ rebates available

at least for the next year or two.

Hope we can soon afford to do it!