trends now

Trend Tracking

Alicia Hoglund

Curious to know who will be buying what—and how those purchases will be made—in 2013? Trend firm trendwatching.com’s recently released “10 Consumer Trends for 2013” report reveals the top purchasing trends expected to help you capture sales and boost your bottom line in the new year.

PRESUMERS AND CUSTOWNERS

1 This year, consumers will go to great lengths to develop relationships with up-and-coming products and brands through active involvement. Trendwatching.com refers to these consumers as presumers and custowners.

Presumers love to get involved with, fund, and promote products and services before they are realized. According to the report, “Consumers will embrace even more ways to participate in the funding and (pre-) launch of new products and brands.”

In fact, the report states that the amount presumers spent on crowdfunding platforms such as Fundable has risen from $530 million in 2009 to $2.8 billion in 2012.

Custowners are customers who move from passively consuming a product toward funding or, in a sense, owning a piece of the brands from which they buy. These business-savvy consumers often look for an emotional return with their investment, says trendspotting.com. “Only brands that are open, friendly, honest, trusted, transparent, and somewhat ‘human’ will be able to attract enthusiastic custowners.”

NEW LIFE INSIDE

2 Taking the “green” movement one step further, consumers will look for products that—literally—contain new life inside. For example, Molsen Canadian released coasters made of seed paper that, when planted, can grow into trees.

“Rather than being discarded or even recycled (by someone else), these products can be planted and grown, with all the eco-status and eco-stories that come with that,” says trendwatching.com.

“There is a great symbolic value in creating new, environmentally beneficial life out of a consumer product. And symbolic, even playful statements of your values will resonate with consumers, too.”

As part of Eco’s “Look Good, Do Good, Feel Good” campaign, a tree is planted for every frame purchased. Shown, Eco Beijing by Modo

MOBILE MOMENTS

3 Consumers will become even more reliant on mobile devices, looking to them to maximize “absolutely every moment.”

Says trendwatching.com, “No amount of (micro) time will be too fleeting, or activity too absorbing, to cram in more content, connection, consumption, or simply more fun.”

In short, expect consumers to embrace products, services, and experiences via their mobile devices even more this year.

APPSCRIPTIONS

4 Medical professionals and their patients will rely heavily on digital devices. Applications promising to reduce costs by promoting health education, increasing compliance, and allow for remote patient monitoring will benefit both provider and patient, reports trendwatching.com.

“In 2013, expect consumers to turn to the medical profession and medical institutions to certify and curate these products, with doctors also ‘prescribing’ them, much as they prescribe medicines, as part of a course of treatment,” the report says.

CELEBRATION NATION

5 Brands’ origins will take center stage, and will be worn like a badge of honor, predict the experts at trendwatching.com.

“Emerging markets will proudly export and even flaunt their national and cultural heritage in the next 12 months,” the report notes.

“Symbols, lifestyles, and traditions that were once downplayed, if not denied, are being brought up to date to become a source of pride for domestic consumers, and of interest to global consumers.”

AGAIN MADE HERE

6 Manufacturing is returning to the U.S., and consumers are rejoicing. According to the report, 76 percent of U.S. shoppers notice “Made in the USA” claims and labels, and are more likely to purchase that product.

Companies will also benefit from the shift. “Consumer embrace of ‘again made here’ will be welcome news for executives concerned by rising labor costs in China, long lead times, and fragile global supply chains,” notes trendwatching.com.

“The reshaping of the mechanics and business models of manufacturing will make ‘local’ in 2013 about much more than just artisan food and craft.”

DATA MINING

7 According to trendwatching.com, consumers will be flipping the switch in 2013 when it comes to lifestyle data, turning to brands that use the data to proactively offer customers help and advice on lifestyle improvements, from bettering their behavior and saving money to providing preference recommendations based on past purchases.

While already popular with entertainment industries, trendwatching. com foresees other industries following suit, taking consumers’ data and making it useful for them.

FULL FRONTAL

8 In 2013, consumers will want the whole truth, and nothing but the truth. “Brands must move from ‘having nothing to hide’ to proactively showing and proving they have nothing to hide,” says trendwatching.com.

In fact, the site’s report states that the percentage of global consumers who trust businesses to do what is right fell from 56 percent in 2011 to 53 percent in 2012. In addition, a mere 44 percent of Americans trust companies’ claims of being green.

“Not all consumers will be this demanding, but as total transparency becomes a hygiene factor, even those who aren’t will expect brands to prove their ethical and environmental credentials to those who do care.”

DEMANDING BRANDS

9 As brands become more environmentally and socially responsible, they will demand that consumers help aid their efforts.

Trendwatching.com predicts: “Switched-on brands that are embarking on the much-needed journey toward a more sustainable and socially responsible future will demand that their customers also contribute, and in doing so earn the respect of even the most hyper-demanding of consumers.” EB

How To Understanding consumer trends is helpful when it’s time to plan for the future. The following tips from Trendwatching.com can turn trends into sales.

BE OPEN MINDED. Remember, you are not your customer; your professional interests should be broader than your personal interests. Ask yourself “Why?” whenever you notice something new.

LOOK AROUND. Trends can be spotted anywhere and everywhere, from magazines and blogs to seminars and trade shows.

APPLY, APPLY, APPLY. Use trends as conversation starters with your staff. Discuss if and how each trend may impact your business and, if appropriate, ways to incorporate it.