NEW YORK, NY, Jan 02 (MARKET WIRE) --
The cultural "uber-movement" is represented by the trend Anchoring;
reaching for our spiritual roots to secure the future (TrendBank,
www.faithpopcorn.com), says leading trend forecaster Faith Popcorn in
BrainReserve's 2008 forecast. "In 2008, we'll continue to be buffeted by
winds of change threatening our path toward a safe harbor."
In her annual trend forecast, based on BrainReserve Trendbank research,
Ms.Popcorn outlines the cultural landscape that will impact our lifestyles.
MINDSET
Characterized by the Current DissedTrust, people will continue to reject
"establishment" institutions, expecting them to lie, cheat and abuse employees,
communities and the environment. However, rich rewards will go to any
institution that can reach the bar of trust.
CONSUMER BEHAVIOR
Consumer behavior will operate on a spectrum marked by two trends:
PleasureRevenge, (consumers having secret bacchanals), and Cashing Out (working
people
questioning personal/career satisfaction opt for simpler living), with the
overall
culture tipping to the latter. Manifestations of this behavior include:
Reactions to Pleasure Revenge -- Detox Retox
Taking cues from celebrity culture, people will rid themselves of the ills
of
over-indulgence, only to binge again. Such "Cures" will be transient.
As the health care system becomes the new Big Brother, lifestyles will be
highly monitored. "Only the rich will afford to binge," noted Popcorn,
"asthe fat become the new rich, celebrated as a status symbol."
FantasyReality
As virtual experience becomes prevalent, it will seep into everyday
realityand personalities, screaming our desire to "chuck it all and cut loose."
It's
easier to fulfill increasingly "poly-amorous desires" in a "parallel universe"
with
virtual beings as lovers. "Indulgence without consequences" will become
increasingly
attractive and fulfilling.
Reactions to Cashing Out:
Lagom, from the Swedish, meaning "just enough," is an approach to design and
consumption that explains the essence of brands like Ikea and Volvo.
BrainReserve sees "minimalism" and "sustainability" taking on significant
currency as
Americans reject hyper-consumption, not just as excessive, but also as
damaging to themselves, others and the planet.
KarmaCapitalism
"Cashing Out" will rise in prominence causing a basic shift in the mentality
of people who transition from "consumer" to "citizen" as they recognize that
every transaction is a "vote" in favor of the offering entity, and against
options
not chosen. "Companies will need to weave 'goodness' into their corporate
cultures as a dash of corporate social responsibility whether monetary
commitment or symbolic gesture, will no longer suffice," BrainReserve's
founder said.
Activism will become the new narcissism as people will move on from
wearing'cause' bracelets to posting their causes and beliefs on their resumes
and
business cards. Employers and prospective hires will court their perfect
(cause)
match.
MARKETPLACE RESPONSE
In 2007, BrainReserve introduced Liquid Brands; brands that constantly
reinvent
themselves, replacing "constancy," "reliability," and "dependability." In
2008, Popcorn see further refinements of brands seeking a place in a chaotic
environment:
Whisper Brands
As a logical progression from Cashing Out, Whisper Brands will remove
themselves from the clutter to become more subtle and intimate; whispering in
our
ears to be heard above the roar of the mediascape.
Mafia Brands
Consumers taking the Pleasure Revenge route will plunge headlong into the
din
of the brandscape, looking to their brands for "protection," according to Ms.
Popcorn. "As brands progress from ad buyers to content providers, expect them
to
keep out competing sources of noise so that 'Shelter from the Storm' becomes
an important functional benefit."
For three decades, Faith Popcorn's BrainReserve has been the leader in
bringing applied futurism to Fortune's Global 500 Brands, including: Campbell's,
Colgate, Johnson & Johnson, Novartis, Pepsi and Yum Brands. Founder, CEO and
Chief Visionary Faith Popcorn drives the overall perspective, direction, and
leads the implementation of our mission: to guide clients to their Best
Future.
CONTACT VISIBILITY:
Len Stein
tel 914.712.2610
cel 914.527.3708
Email Contact
www.visibilitypr.com
Copyright 2008, Market Wire, All rights reserved.
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