According to Lynn Fletcher, Chief Strategy Officer, BBDO/Proximity Canada, “We’ve seen a lot of evidence over the past few years that consumers were feeling enlightened, empowered and energized to make change for the better.” She says that Boomers (aged 45-65) joined Millennials (aged 18-29) in demanding that corporations act with a higher purpose and make a difference for the better of the planet. That was until the economy collapsed and there was an immediate transition into survival mode. “Even with recent announcements that the recession is over, we are now a little weary, a little less gregarious and a little more sober and reflective and this is evident in our findings, “ adds Fletcher. 

 

BBDO/Proximity Canada forecasts the following Top 10 Trends for 2010:

 

1. Smart is Cool: From managing money to the explosion of brain-challenging online games, being smart is cool. The number one most admired trait by high school seniors, is not popularity, attractiveness or being a jock, but intelligence. What this means for brands is replace hype with “qype” – qualified hype. Find ways to give consumers the facts and details, and tone down packaging glitz in favour of functionality and information.

 

2. Frugalista Power: Comparison shopping and hunting for deals have become new sports. It’s a real source of pride and it’s cool to be cheap. It’s now possible to be fashionable and frugral. The downside for retailers is that once consumers get a taste for paying less for something, it’s virtually impossible to go back.

 

3. Less is More: Consumers will seek out products with longevity. The recession highlighted the old-fashioned truism that money needs to be respected. In the immediate term, there will be strong demand for products that have a positive impact on our landfills and our wallets. What this will mean for brands is that consumers will seek out fewer but better quality products or those with multiple features – that do more with less.

 

4. IMBY (In My Backyard): There will be a movement toward local products. Some of this comes from the newfound awareness of the carbon cost of imports, some from a desire to keep jobs local and a general mistrust of the global economy. Look to the increased popularity of farmer’s markets and staycations. For national brands, local marketing strategies will be more crucial than ever and they will be rewarded for their ability to fit into the local community.

 

5. Consumerpreneurs: Consumers no longer just consume, but actually participate in the economy by making money from what they currently possess or create. The economic downturn encouraged people to find innovative ways to make money from what they already have – from renting their downtown parking space, to selling power generated on their solar panels back to the grid. In many cases, the purchase cycle didn’t end once the consumer bought from the initial merchant. Brands that enable the Participation Culture will thrive.

6. The New Eco-no-me: Many people say that the environment is important to them, but the recession has highlighted the fact that when it comes to action, suddenly the green that matters most is the green in the wallet: Me first, others second. Brands used to be able to get by simply by being “green” but now consumers are looking for products with immediate personal benefit that just happen to do good. So fuel- efficient cards should be marketed as a way to save gas money versus telling a story about reduced carbon emissions.

7. My Digital Brand: The digital revolution has spawned a new bragging right – digital fame. Personal videos, pictures, gaming scores, opinions and outbursts are all for the world to see and status goes to those most viewed, followed or talked about. Youth brands in particular should provide tools for consumers to help them build their online persona. And given the relative power of the elite digital contributors, brands should spend effort to locate these key voices.

8. Hyper On: Despite the fact that many people yearn for a slower and simpler pace, things are moving faster than ever with no signs of slowing down. A near-instant answer is expected. Products are hitting the market that feed off this need including desktop monitors with a second screen for instant messaging and laptops with 24-hour battery power. This affects non-technical brands as well, especially those in the blogosphere. Marketers who want to engage the consumer in a conversation, will need to ensure there someone on the other end to respond with immediacy.

9. A Pro-Am World: People are monitoring their purchases and choosing quality over quantity, which has in turn led to a growth in professional-grade products. Consumers with a do-it-yourself spirit have access to the goods that take matters into their own hands, such as professional-grade power tools, home laser removal kits that have replaced expensive spa treatments and online brokerage sites that offer enhanced tools. Brands should ask how they can give “power to the people” and ensure that the brand performance is worthy of that premium price.

10. Word of Mouse: During these economic times, more and more consumers are spending time researching a purchase or seeking an opinion before parting with their cash. Positions in companies that would have been unheard of a few years ago – such as Chief Blogger or Director of Digital Care – now exist for brands that have wide appeal. Marketers will need to identify ways to find the key voices in this digital world and take advantage of emerging technology that will allow them to identify the most influential people on Twitter and Facebook and communicate with them.

With disposable income becoming more precious, consumers will look for brands that:

 

 

BBDO (www.bbdo.ca) manages the communication needs of some of Canada’s largest and best-known brands. BBDO Canada is a subsidiary of BBDO Worldwide, which is part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global advertising, marketing and corporate communications company. Proximity Canada (www.proximity.ca) is a leading digital, CRM and promotional marketing agency and is a wholly-owned division of BBDO Canada.

 

-30-

 

For further information, please contact

 

Shari Balga

Manager, Media Relations

BBDO/Proximity Canada

416-727-4101/416-972-5306