Photo by Samantha Kristina Isabella
By Ethan Lyon, Senior Writer
Finding opportunity in recessionary times, emergence of vintage chic and paying it forward are key trends we discussed in our Emerging Trends Report in April. In the short few months since we published our report, much has changed. To see how we fared, below is our Emerging Trend report card.
Our search for the truth has lead us to value realism over idealism, and break down stereotypes to realize the potential in everyone.
Over the past several months, we have referenced the Private Eye trend in numerous posts. From social influencer marketing to Microsoft’s decision engine Bing to the nomination of Sonia Sotomayor, people are increasingly relying on their own intuition and investigative skills to make sense of the world. Consumers never had the tools available to express and create communities as they have now. News resources can come from those actually experiencing the newsworthy event. The proliferation of Twitter exemplifies this need for constantly updated information across even hundreds of sources. Private Eye has been the most referenced on our site and will continue to play a pivotal role in the future.
Grade: A+
As we reprioritize what is important in our lives, even the secret millionaires can engender goodwill with surprising acts of generosity.
Volunteerism is central to the pay forward trend. It engenders goodwill and karma—two key elements to this trend. As we forecasted, paying it forward has risen since our prediction in April. Salvation Army and United Way have seen an increase in aid in recent months. In fact, Salvation Army saw a 400% increase in food pantry donations from March to April. While many community development agencies have seen a cut in state funding and donations slow, volunteers are compensating for the lack of support.
Grade: A-
Taking the old and making it new again will be paramount for consumers looking for authentic products with authentic prices.
Urban Outfitters and Anthropology are two outlets with a pulse on accessible, American fashion. Tight pants (a throw-back to the 1950s) and old-school running and pump-action shoes are a part of the vintage fashion wave happening right now. Non-hipster outfitters like Gap feature vintage baseball tees and five different pairs of vintage men and women’s jeans. In auto, GM relaunched the iconic Camaro–re-introduced to a younger generation in the new Transformers film. As noted in our April prediction, during recessionary times, consumers want to live a familiar lifestyle that speaks of a time when quality was measured in staying power and a longer product lifetime.
Grade: B+
Today smoke fills the air as our system is on fire. Tomorrow we will sift through the ashes to find new opportunities for rebirth.
In April, we discussed opportunities in the “green” sector as a promising solution (i.e. opportunity) to the rising unemployment rate (i.e. crisis). Though socially responsible investment dollars have grown to $2.34 trillion dollars in the US and the second quarter of this year has seen a 12% increase in clean tech investment, the New York Times discusses how many of the jobs thought to be created from the “green” collar revolution will instead go into automated machine systems and outsourced labor. The NY Times illustrates their point by highlighting the production of photovoltaic solar panels, from Suntech Power. Their process is largely automated. While some jobs might be sacrificed due to machines or outsourced labor, the NY Times admits installation and maintenance of alternative energy jobs cannot be outsourced. As we search for alternative energy sources as a long-term sustainability solution, there will be undoubtedly be a need for a new workforce comprised of innovators and workers.
Grade: B
The leaders and influencers of tomorrow will take many shapes and forms. As we redefine our expectations for iconic figures, will we look to Paris Hilton or Perez Hilton?
We discussed a new league of iconic American heroes in the Redefining Icon trend. Chelsey Sullenberger III, who saved 155 passengers from the airplane crash in the Hudson River and Captain Richard Phillips who sacrificed himself to Somali pirates to save his ship’s crew were amongst those new American heroes. But with the passing of Walter Cronkite, we have to wonder if this new Redefining Icon trend is a re-emergence of value in a strong, honest character. As corporate greed and infidelity dominate news headlines, America yearns for the authenticity and strong-willed character of someone like Cronkite—who never compromised his dignity or profession. His passing exemplifies the relevance and need for a new type of American hero.
Grade: C
Download the Emerging Trend Report in PDF format
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