Table of contents (2011 Trend Report)

An overview of trends and industries covered

With so many interesting, creative and lucrative innovations happening within our existing trend framework, the 2011 Trend Report doesn't just try to identify 'novel trends for 2011' but also builds on major ‘2010’ trends that continue to matter.

So yes, expect loads of new trends (check out GAME ON, EMERGING, WELL-BEINGS and so on) but also numerous new insights and innovations on how better-known trends like GENERATION G, JOYINING or NOWISM will evolve in 2011 and beyond.

In fact, with our dedicated Premium team and our spotters network still expanding, and tracking more sources than ever, we dare to say that our 2011 Trend Report truly captures all consumer trends and insights that will shape the new year, and thus needs to be on your radar:

1. TOP 10 MACRO TRENDS

While our focus firmly remains on emerging consumer trends, we do include a brief overview of current global macro-trends. These economic, demographic and political trends are sourced from leading research firms and institutions, providing you with the context for everything that follows in the database and the 2011 Trend Report.

2. CONSUMER PSYCHOLOGY 101

Equally important, understanding consumer needs, wants and desires is at the core of tracking, understanding and applying consumer trends. Building on Maslow's hierarchy, this brief section is basically a consumer psychology '101', giving you a crucial framework for understanding consumer behavior (in both developed and emerging consumer societies).

3. STATUSPHERE

Closely tied to CONSUMER PSYCHOLOGY 101, the STATUSPHERE trend continues to evolve, and thus our coverage (including many new trend examples) continues in 2011, too. This theme incorporates trends such as HAPPYNOMICS, UNCONSUMPTION, STATUS DESPAIR, STATUS SKILLS, ECO-BOASTING, YOU-NIQUE and STATUS STORIES.
Includes 80+ related trend cases and examples

4. MOVE WITH THE CULTURE

A brief overview of the current revolution in business and consumer culture, and the processes, practices and convictions defining the business arena in 2011. We're witnessing the 'perfect storm' that links new generations, emerging markets, ideas about status, environmental concerns, corporate responsibilities and beliefs on what role business should play in society. While a threat to static incumbents, infinite opportunities exist for B2C brands that move with the new societal and cultural realities.

5. GENERATION G

Giving and sharing will still beat taking in 2011, so expect lots of new, cutting-edge trend examples for GENERATION G's sub-trends: from (CO)-DONATE, EMBEDDED GENEROSITY, BRAND BUTLERS and FREE LOVE, to PERKONOMICS, TRYVERTISING and RANDOM ACTS OF KINDNESS.
Includes 250+ related trend cases and examples.

6. ON

Expect the differentiation between 'online' and 'offline' to be irrelevant for GENERATION D(IGITAL). Life is 'online' now as both mobile online access and time spent online continue to explode. This is one trend that never stops, so expect plenty of new material illustrating ONLINE OXYGEN, WEBTITLEMENT, CONTENT SNACKERS, and OFF = ON at their most powerful ever.
Includes 130+ related trend cases and examples.   

7. GAME ON

Closely related to ON, consumers are embracing 'gamification' in all aspects of their daily lives. Fun and entertaining, games allow players to visualize progress, while satisfying fundamental needs and desires - for reward, status, achievement, self-expression, competition, and altruism. Includes sub-trends such as TRANSMEDIA and PLAYSUMERS.
Includes 50+ related trend cases and examples.

8. (UN)REAL

A colorful overview of how in 2011, earthly authenticity and well-executed 'fakery' will co-exist in a consumer society that paradoxically embraces both with gusto. Includes trends such as MATURIALISM, FAKETASTIC, PROFESSIONALL and INSPIRIENCES.
Includes 70+ related trend cases and examples.

9. INFOLUST

One of the most impactful themes for 2011, we're diving deep into the endless new services and brands now helping consumers to satisfy their lust for information, for transparency, for tracking, for mapping, and so on. Includes HYPER-ATTENTIVE, VISUALISATION, TRANSPARENCY TRIUMPH and ANNOTATED SPACES.
Includes 120+ related trend cases and examples.

10. CURATED CONSUMPTION

Faced with today's avalanche of content, curators offer consumers a solution to information overload, FILTER FAILURE and choice paralysis. Get ready to help consumers to become curators in TWINSUMERS and SOCIAL-LITE, or let customers SURRENDER by being OPENLY OPAQUE.
Includes 60+ related trend cases and examples.

11. NOWISM

Consumers’ ingrained lust for instant gratification is being fuelled by the host of novel, innovative, practical and fun real-time products, services and experiences. NOWISM includes sub-trends such as REAL-TIME, MASS MINGLING, SEE-HEAR-BUY, and LIVING THE LIVE. Now's the time to embrace the here-and-now in all its splendid chaos, realness and excitement.
Includes 80+ related trend cases and examples.

12. EPHEMERAL

In economies that increasingly depend on (and thus value) intangible goods and services, and physical needs become increasingly satisfied, experiences become ever more valuable. The accumulation of material goods is replaced by preferring OWNER-LESS hassle-free existence - an obsession with the here and now, an ever-shorter satisfaction span (FSTR), and a lust to collect as many experiences and stories as possible. Closely related to NOWISM and HAPPYNOMICS.
Includes 30+ related trend cases and examples.

13. LOCALITY

While the entire world may be at their fingertips, the vast majority of consumers still live a 'local' life, and happily so. Overlapping many of the other trends, the enduring appeal of all things local, from URBAN PRIDE to MADE HERE to SOURCED to NICHE NODES, will prove to be an endless source of innovation in 2011.
Includes 160+ related trend cases and examples.

14. DESIGN OR DIE

While, strictly speaking, not a ‘consumer’ trend, design has become such a key concern in the consumer arena and society at large, that it warrants a section in the 2011 Trend Report and database. Expect a to-the-point overview of key design trends and thinking in 2011, from innovative solutions to enhance 'user experience', to better engage customers, to tackling global warming.
Includes 90+ related trend cases and examples.

15. LUXYOURY

As sources of both status and scarcity are being overturned, visions of luxury are increasingly in the eye of the beholder. We've aggregated the various views and predictions on where the notion of luxury (and thus the luxury sector) is headed in 2011.
Includes 90+ related trend cases and examples.

16. JOYNING

It's all about collaborative consumption as traditional boundaries between corporations, competitors and customers continue to blur. Brands are teaming up with customers, with designers, with brands from other industries and even with competitors. On top of that, consumers will continue to explore novel ways to form any kind of CROWD EXPRESS, connect P2P, or go down the SELLSUMER lane, joining the business arena not just as collaborators, but as players. Includes numerous new (and surprising) examples from the collaboration arena.
Includes 80+ related trend cases and examples.

17. BRAND ME

From the MECONOMY to PROFILE MYNING to SIPs (Socially Important People), consumers are embracing (and profiting from) everything that has to do with personal branding, relishing their elevation to MASTERS OF THE YOUNIVERSE.
Includes 30+ related trend cases and examples.

18. WELL-BEINGS

While GENERATION G demands collective generosity, consumers remain focused on 'me' as much as 'we'. With basic needs satisfied, consuming products, services and experiences with embedded benefits and achieving self-actualisation becomes a key concern. Look out for EVER-EDUCATING and HEALTH COMMODITIES, as consuming becomes a positive pursuit.
Includes 150+ related trend cases and examples.

19. EMERGING

From FUNCTIONALL to EXCEPTIONALL, via URBANY and the GLOBAL BRAIN, the rise of emerging economies (yes, that would be Turkey and China and South Africa and India and Brazil and Vietnam and so on) and satisfying the demands of both newly minted middle classes and low(er) income consumers remains one of the key opportunities in 2011. Get ready for an avalanche of innovation both by and for consumers around the world.
Includes 110+ related trend cases and examples.

20. INNOVATION OVERDOSE

Some trends are so well-researched and so pervasive, that the only thing they're good for is relentless innovation. Think certain demographics, lifestyles, or themes like 'convenience' and 'personalization'. Hence our focus on fun new products and services from around the world, delivering on specific needs and wants. Brace yourselves for the latest and greatest innovations in PINK PROFITS, FEMALE FEVER, BOOMING BUSINESS, MINISUMERS and more, all waiting to be copied or improved on in 2011!
Includes 300+ related sub-trend examples.

21. GREENEST

The 2011 Trend Report and database will continue to bring you the best of the best in brilliant eco-thinking and innovating from around the world. From ECO-EMBEDDED, to ECO-EASY, ECO-ICONIC, ECO-SUPERIOR and more, the sheer amount of smart green innovations leaves you no excuse to not go all out on profitable sustainability.
Includes 210+ related sub-trend examples.

22. BRAND FABRIC

Last but not least, BRAND FABRIC is really a roadmap for brands and organizations on how to anticipate and apply all trends highlighted in the 2011 Trend Report. Time to ‘MOVE WITH THE CULTURE' indeed!

---

Trend examples by industry

The database also brings you an index of all 4,000+ trend examples categorized per industry.

* The numbers in parentheses represent the current number of trend cases and examples for that industry. Needless to say these numbers will continue to grow month by month: