TrendWatching: Ten Consumer Based Trends for 2010

Trendwatching is a service that has been in operation for a number of years. The service relies on input from all sorts of people (“spotters”) who send in ideas for trends.  Trendwatching turns all this input into a monthly ‘Trends Briefing” which they send out to 160,000 ‘subscribers’.  The company also has a ‘premium service’ where paying subscribers can get more detail on important trends.

Annually, Trendwatching publishes their list of 10 Consumer Trends for the coming year.   Here is the summary list of the 10 trends for 2010.  The summary of the trend is not my summary…it is directly from the Trendwatching site.  The links take you to more detail on each of the trend. 

1. Business As Unusual   Forget the recession: the societal changes that will dominate 2010 were set in motion way before we temporarily stared into the abyss.

2. Urbany   Urban culture is the culture. Extreme urbanization, in 2010, 2011, 2012 and far beyond will lead to more sophisticated and demanding consumers around the world.

3. Real-Time Reviews  Whatever it is you're selling or launching in 2010, it will be reviewed 'en masse', live, 24/7.

4. (F)Luxury  Closely tied to what constitutes status, which itself is becoming more fragmented, luxury will be whatever consumers want it to be over the next 12 months.

5. Mass Mingling   Online lifestyles are fueling 'real world' meet-ups like there's no tomorrow, shattering all predictions about a desk-bound, virtual, isolated future.

6. Eco-Easy   To really reach some meaningful sustainability goals in 2010, corporates and governments will have to forcefully make it 'easy' for consumers to be more green, by restricting the alternatives.

7. Tracking & Alerting   Tracking and alerting are the new search, and 2010 will see countless new INFOLUST services that will help consumers expand their web of control.

8. Embedded Generosity  Next year, generosity as a trend will adapt to the zeitgeist, leading to more pragmatic and collaborative donation services for consumers.

9. Profile Myning With hundreds of millions of consumers now nurturing some sort of online profile, 2010 will be a good year to help them make the most of it (financially), from intention-based models to digital afterlife services.

10. Maturlism 2010 will be even more opinionated, risque, outspoken, if not 'raw' than 2009; you can thank the anything-goes online world for that. Will your brand be as daring?

You can read the full briefing on these 2010 trends at's 2010 Consumer Trend briefing.   For last year’s list, check out Trendwatching: Six Consumer Trends for 2009.  can be an annoying site as it is rather splashy with bold colors, pictures all over, and fancy names for trends.  However, underneath all that are usually some important trends.  You just have to do some reading and thinking about each trend to come up with your own opinions.