Students, NEETs on gap years and professionals taking sabbaticals have a new interest in philanthropy. Volunteerism is travelling abroad to engage in voluntary work (often tied in with an internship). Helping to build a village in Africa or improving a school is not just a charitable project, but a way to raise employability and can be work experience on a young person’s CV. This post will highlight upcoming trends for 2017, based on consumer patterns in society, 2016.
First we had customisation, where products could be custom-made from pre-set attributes. Then, there was personalisation, with data metrics such as health, fitness and previous activities made uniquely for an individual. And now, there is a hybrid; using popular branding techniques and applying them to their identity. We call this iBranding, where professionals and consumers give themselves special labels to promote themselves.
The Quintessential self:
Trend watching identified this movement in the luxury industry, where consumers uphold their status through their mindsets. Philosophy often speaks of enlightenment, self-actualisation and being complete. if you are fully awakened, then you are tier above ordinary humanity without the need for possession. Products and services, however, can help customers enhance their status by offering exclusive experiences and emotional rewards.
Generation Y entrepreneurs:
The Millennials are a new breed of young professionals. As discussed earlier with Yuccies and Hipsters, Generation Y want to make something of themselves. Whereas Honey Boomers, Generation X and some of Generation Y are used to working for traditional employers or being in sole trading professions e.g. plumbing, future generations are interested in patenting inventions, starting a business and creating things. Role models include Mark Zuckerberg, Evan Spiegel (creator of Snapchat) and Innocent founder Richard Reed.
Emotional engagement with brands is pretty crucial. From unique emoji keyboards such as Kimoji and Pepsimoji, to Bodyform’s gender equality campaign. Nearly all adverts in all media forms use hashtags, and emoji are increasingly popular. Especially in online marketing, emojis can be particularly useful.
Especially in the fashion and cosmetics industries, being an individual is important. Ear makeup, micellar water, glitter roots and ribbon eyeliner have been hot in 2016. Corduroy skirts, jelly sandals and leather trousers were popular in clothing. The need for uniqueness is prevalent in other areas of life, but beauty is an interesting topic because of social media.
Stay tuned in for more updates on trend forecasting for 2017.