By Ethan Lyon, Senior Writer
We have explored an array of pioneers in business and politics to create our mainstream trends of 2009. This is our second update installment to wrap-up how we did on predicting the trends of 2009:
Fourth Dimension
In a world where ultimate accessibility is an integral part of our everyday lives, we sometimes feel like we’re living in an alternate dimension.
We discussed the popularity of smart phones—apparently not something consumers are willing to give up even in recessionary times. The multi-dimensional components of smart phones stretch what is possible for a mobile device. In fact, providers are expecting a steady increase in use, including Chief Executive of Vivendi SA’s SFR Frank Esser. “In three years from now around 50% of our customer base will use smartphones such as iPhone, Blackberry, Google phone [Android], and others, compared to around 10% today,” Esser told Dow Jones Newswires. And take a look at the resurgence of the Palm Pre. In its first month, Sprint sold 150,000 units, with future sales predicted in the millions. Hyper-connectedness will only increase as more consumers transition to smart phones and more competition is introduced by developers.
Grade: A
Home-Turf King
This trend is all about the empowered self within—where you are pulling the strings; where you are your own manager, travel guide and entrepreneur.
Finding what you need when you need is central to the Hone-Turf King trend. We discussed the rise in the collective IQ exemplified by web phenomena like Wikipedia. We also talked about music downloads and the endless virtual store shelf—referencing Chris Anderson’s book, The Long Tail. In that same vein, in June of this year, the emblematic Virgin Megastore in Union Square went bust. The fall of CD heavyweight, symbolizes the turn of a new Consumer Age—which begs the question, why buy a $14.99 CD when you can spend $.99 on the two songs you actually want?
Grade: A-
As we understand our footprint on the environment, eco-innovation is crucial for eco-sustainability. That’s why entrepreneurs are finding new, innovative ways to save our environment while attracting new customers.
If anything is an indicator of change, it’s worldwide consensus and action. Though the most recent G8 Summit drew critics hoping for more decisive action, progress came from the acknowledgment for a need to change unsustainable practices. Though universal health care, Iraq and other political issues fill Obama’s plate, environmental stability and eco-innovation is getting more attention than in the last administration.
Grade: A-
A practical lifestyle is the new lifestyle again. As we look to cut back on excess spending, we’re looking towards products and services that are sensible, not expendable.
Hummer was the epitome of excess on wheels for middle-class America. It was a badge of masculinity and power. Though the brand was expected to go through the ground in America, what’s unexpected is its success in Russia. Hummer sales are up 111% in the former Soviet Union. Oil is no issue for the petroleum-producing heavyweight. Though Russians are just getting into the Hummer market (only a 129 vehicle increase), the elements for vehicle sales opportunities are there. In America, however, we are still going back to basics. The trend has been here for a while, and it’s manifestation in brands like Pepsi, Newsweek and MTV are very obvious in their re-branding efforts. All three brands have shed the extras like serifs and 3-D.
Grade: B
The Real Deal
In an age where one man can steal $50 billion, transparency is elemental in business and political communication.
One of Obama’s campaign platforms was transparency in government. The secrecy and closed-door dealings of the past administration frustrated the American public. We predicted there would be more transparency, so how has the Obama administration measured-up to its promises? The block on Guantanamo photos echoed the thinking from the last administration. On the state level, there has been an influx of transparency sentiment in the senate and house. Vermont launched it’s “transparency” website and MA Rep. Jason Lewis sponsored a bill to create a searchable online database for state costs are two examples of transparency in government. Though the Real Deal trend is working its way through politics, we’re not as far ahead as we would like to be.
Grade: C
Download the full 2009 Trend Report in PDF format
Image by Marcin Rybarczyk from Stock.Xchng
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