2009 and Beyond: Emerging and Evolving Trends
Hallmark trend expert tracks society’s shifting attitudes, perceptions and behaviors
KANSAS CITY, Mo. (April 6, 2009) — Hallmark trend spotter Marita Wesely presents an annual review of societal trends that provide insight into American culture.
“The goal is to spot societal change, and synthesize observations into cultural and consumer insights,” Wesely said. “Understanding the consumer and the ever-changing marketplace is the first step in creating new, innovative products.”
Wesely’s observations provide insight and perspective to support quantitative and qualitative data gathered by Hallmark’s in-house research.
“A trend begins, builds, becomes established, and remains as part of the day’s social fabric – and then, at some point, begins to wane,” Wesely said. “A trend typically lasts five to eight years.
“Understanding trends is essential for companies and other organizations that deal with change,” she continued. “The adage that ‘nothing is certain but change’ is a cornerstone of trend research.”
200-MILE RADIUS
Amazing resources will be rediscovered – in our own backyard. Whether literary or artistic, corporate or scientific, technological or natural, we will become aware of the abundance around us. Both urban and rural settings will reveal a wealth of knowledge, wisdom, culture and experience often overlooked. We will take the time to explore our own 200-mile radius – those accessible riches close at hand.
YOU’RE ON YOUR OWN: The Return of Self Reliance
With institutions and programs cutting back, and fewer dollars to bank upon, people will realize they must depend on themselves. Changing economics will force people to rely on their ingenuity instead of looking to outside forces to take care of them. Individuals will take responsibility, learn new skills, press forward, and become more self reliant. This shift will also be embodied in the rediscovery of simple pleasures and indulgences, with people choosing to invest time and energy to be involved with family, friends and community.
HEADLINE LIVING
Over-worked, time-challenged consumers with too much to do, and too few hours in a day to get it done, will barely be able to respond to the incessant barrage of information. And, increasingly even less, be able to see the real facts, or consider the message, topic or issue in depth. Anyone can say anything they want to, and people pick it up, internalize and talk about it as if it’s the case. Surface chatter, opinionation and pseudo communication will replace true knowledge and depth of understanding.
Countertrend: FROM KNOWLEDGE TO WISDOM
People’s interest and awareness may be moving from external issues to internal ones. Driven by the economy, people will not focus on what they can buy but rather on who they can be. Reflection on and integration of day-to-day life experiences is likely to create a change within. This gradual shift in awareness will lead to an inner transformation, a deeper way of relating to the world – wisdom.
FROM LIVING RICH TO LIVING RICHLY
The most precious things in life money can’t buy. People will rediscover that health, well-being and contentment are what matters. From the current chaos will emerge an awareness of a desire to connect with other people, our communities and the natural world. Human success will be measured in the quality of relationships each of us creates – how we spend the time of our lives.
BORDERLESS WORLD
We live in a borderless world where, with the click of a button, virtually every aspect of life – from the personal to the public – is instantaneously accessible. There’s no place to hide. Technology has created a world without boundaries, where transparency has become the new watchword. Whether in world events, politics, the economy, media or daily life, edges continue to blur as clear distinctions fade while time itself seems to compress. (Surfaced in 2007; still gaining momentum.)
NO-HERO HERO
We are moving from the classic idea of heroism to a new variation on the theme. Emerging is the no-hero hero, the person we’re all crazy about. He burst from nowhere onto the scene with only his underdog status to propel him forward. Perhaps that’s why he is so appealing… in him we see ourselves.
RETAIL THEATER
Merchandising will move to a whole new level, as people expect their retail experience to be delightful. Shopping will become even more intentionally designed with retail merchandising functioning as the “formal introduction” to a brand or product. Fewer retailers will opt for the ubiquitous “bowling alley” approach in stores, using more curves, stand-alone product islands, and immersive environments to romance merchandise. The point: even if people aren’t buying now they’ll remember how they felt in a store’s atmosphere and subliminally be drawn to return.
DOOR NUMBER II
In this new world shaped by financial realities, people will desperately want to do the prudent, economical thing – if they could only figure out what that was. Fiscal concerns will make consumers reluctant to spend their hard-earned cash or savings even on uber-sale items, that in the past would have seemed like an amazing deal. Although people may long for lifestyles to which they’ve become accustomed, less is less. Necessity will force the trade-offs, as people realize they will have to accept their second or third choices for now.
Tech-AWOL-ics
Plugged in here, but really there. Though totally plugged in to computers, cell phones and iPods, people will long to escape for awhile. They will go “tech AWOL,” leaving their gadgets behind… to experience nature, eat local, cook slow, recycle now, buy less, and live more.
FROM ENTITLEMENT TO EMPATHY
After years of self indulgence and living beyond our means as a nation and individuals, we will begin to see the consequences of our actions. Unwilling or unable to continue our love affair with materialism, the only alternative will be to turn to each other. We will rediscover the empathy and compassion which were lost in the shopping shuffle of past years.
CULTURAL TSUNAMI
Watching from the shoreline, people will experience even more uncertainty as the big wave builds and washes over us all. The sea change induced by escalating global issues has not peaked. Look for “things” (housing, cost of food, hard and soft goods) to become more difficult before we – and the economy – right ourselves.
… NOT GOING TO TAKE IT ANYMORE
There will be a huge backlash against those who lived high on the hog without any repercussions, by those who were judicious about spending and lifestyle choices. Watch as a ground swell of anger and resentment wash over bill-paying, right-living, average citizens who rise up – “not going to take it anymore.”
THE NEW "MAKE IT EASY"
People will demand instant solutions. Effective problem solving and critical thinking will grow to matter more in every aspect of our lives. The desire for value will accelerate as consumers continue to use relevance, accessibility and ease of use as filters for their product and lifestyle choices.
Subset: Distinctiveness and good taste are the critical factors in capturing people’s attention. This will go beyond telling me what to do, to “Just give it to me, now!” Layered on that is the attitude “I want to be my own life designer.” Great style, individual choice and speed in delivery will be critical.