I guess Euromonitor decided better late than never and just released their Top 10 Consumer Trends for 2012. Their top 10 are:
- City Living Reigns
- Consumer Vigilantes Speak up!
- DIY Life
- Emerging Market Shoppers
- Green Thrift
- Reality Culture and Consumers
- Smartphone Universe
- Tech Lifestyles Vs. Slow Living and the Best of Both
- Youth - Future Imperfect
- Weight as a Hot Topic
I find several of these really interesting. They describe Reality Culture and Consumers as:
"Scripted reality or celebrities living the dream - consumers are gripped, sharing views and being moved to change their purchasing behaviour."
I agree this happening, but reality shows having such a strong impact bothers me on multiple levels.
Youth - Future Imperfect is another interesting trend. Their description is:
"Young consumers are facing up to a different, less predictable reality in terms of purchasing aspirations, work, living set-ups and role models."
The Great Recession has definitely impacted Gen Y (born 1980 to 2000) in a wide range of ways. It will be interesting to see if their diminished expectations continue as the economy recovers.
I like Euromonitor's work primarily because they are European and have a different perspective on trends than many U.S. based trend firms.