2008 and Beyond: Emerging and Evolving Trends
Hallmark trend expert tracks society’s shifting attitudes, perceptions and behaviors
KANSAS CITY, Mo. (March 27, 2008) — Hallmark trend spotter Marita Wesely-Clough presents an annual review of societal trends that provide insight into American culture.
“The goal is to spot societal change, and synthesize observations into cultural and consumer insights,” Wesely-Clough said. “Understanding the consumer and the ever-changing marketplace is the first step in creating new, innovative products.”
Wesely-Clough’s observations provide insight and perspective to support quantitative and qualitative data gathered by Hallmark’s in-house research department.
“A trend begins, builds, becomes established, and remains as part of the day’s social fabric – and then, at some point, begins to wane,” Wesely-Clough said. “A trend typically lasts five to eight years.
“Not only are trends interesting, but understanding them is essential for companies and other organizations that deal with change,” she continued. “The adage that ‘nothing is certain but change’ is a cornerstone of trend research.”
Emerging and Evolving Trends for 2008
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Increasingly, individuals will be interested in transforming themselves and their world, or at least a piece of it, by getting out there and making something happen. People, individually and in groups, will tap into their own talents and passionate interests to create both vibrant and new solutions that lead to a better life. Individual and collective confidence returns as a result of bold, courageous action.
From Me To We
We do not exist in a vacuum. The choices we make inevitably effect someone else. And, the consequences of our actions take time to manifest. Years of questionable choices have resulted in challenges of such magnitude that collaboration will become the norm out of necessity. Health care, education, environmental concerns, care of children and the elderly continue to hold center stage as commitment to altruism increases. Future oriented value systems take hold with sustainability in its broadest sense becoming the global issue. Bit by bit, person by person, nation by nation it will become clear that in extending an open hand there will be enough for everyone.
(This trend first surfaced in 1999 and continues to strengthen: ’99 Having Less, Being More; ’06 It’s All About Us; and ’07 The Power of One.)
Necessity... The Mother Of Innovation
From the state of the economy to unemployment, from the state of the world to local politics, uncertainty reigns and clear vision is at a minimum. With no place to turn for answers, companies and communities will rely on wits, skill and tenacity to create much-needed new solutions. When other things go down, creativity goes up. If something doesn’t work, people will find a way. In the face of major challenges, human ingenuity and imagination thrive.
Great Expectations (Not!)
What may have begun as the desire for better and better, and more and more will lead to unrealistic expectations for “What I want, exactly the way I want it – now!” Heightened levels of customization and convenience, looking a lot like instant gratification, will take their toll on individuals and institutions. No organization or business dealing with the public will be immune. Consumers, motivated by a feeling of entitlement, will become more indignant and demanding. Since advertising has taught us we deserve the impossible, we will come to expect it.
Stand For Something: Getting There From Here
More and more, companies will be expected to prove they are good corporate citizens. As corporations are closely scrutinized by consumers, watchdog groups monitor and rate businesses on their level of corporate social responsibility. Whether sustainability, aid to Africa, or support for local charities, people will want to support companies that stand for something. As a result, businesses will face a complex conundrum – how to be profitable while making a difference.
(This trend surfaced two to three years ago under the following headings but has become more pervasive: ’06 It’s All About Us; ’07 The Genuine Article.)
Content, Content, Who Owns The Content?
We will see a variety of alternatives and uses as content becomes broadly mined, modified and applied. Web culture and the desire for both control and collaboration, are producing a whole new set of tools – enabling ordinary people to alter any content shared on the web. Free access will raise important legal questions about ownership and modification.
Innovation Nation
Long-term viability through innovation has become the mantra in business, science, education, as well as the military and religious institutions. To thrive, even survive in these highly competitive and uncertain times, organizations of all sizes will rely more strongly on innovation. The ability to ensure that what is known does not overshadow the possible will be critical. Look for a novel discipline to emerge – “the catalyst outsider.” A “civilian” who operates outside the accepted norms of a specific business or group will be charged with asking the questions that those too close to a particular issue or project cannot.
It Is My Movie!
There will be dramatic increase in acute self-interest. What I want to become, who I want to date, how I want to portray myself to my co-workers, or the world at large, create a culture of self absorption. The carefully crafted “self” or multiple selves will move from the web into the real world – where makeovers, life coaches and surgery already alter one’s image.)
Besides eagerly following the lives of celebrities, or even local media personalities, people will be intrigued with the lives of ordinary folks. Watch out! At any moment during these times of high voyeurism, a person’s photo may be captured – only to appear on a blog or Facebook, reinforcing or contradicting a desired image. More care will be taken to put our best selves forward when we hit the street. Even for the momentarily famous, image management through the use of P.R.-like techniques will become the norm.
More & More = Less
Because people have immediate and constant access to a continuous flow of information, there will be an increasing need to verify its validity. Citizens, pummeled with “incoming” from electronic media, print advertising, online communication, voice mails – often simultaneously – will need help finding the truth. So many significant issues are examined in a superficial way (from globalization to polarization between religions or political factions, from economic unrest to the impact of electronics and technology) that being able to separate fact from fiction is becoming virtually impossible. Look for media assessment to be developed that will allow people to discern whom they can trust.
$weet $uccess
Marketers have always known that enticing people to respond to and buy their brand is what it’s about. The big new trick will be to cast the broadest conceivable consumer net. In the future, companies that win will provide a brand that attracts a cross-section of as many people as possible. Watch as this way of operating (used in the entertainment and auto industries) becomes a marketplace norm, rather than exception.
Living Legacy
Increasingly, individuals will want to leave a legacy that outlasts them. Watch as momentum builds and people donate, contribute, give back to society while they are still around. Whether spurred on by guilt, potential tax deductions or commitment to their fellow man, from millionaires to those of modest means, we will see more Americans giving while living.
Not Dead Yet, One-Way Conversation, Can You Hear Me Now?
People in increasing numbers will create a “communication legacy.” It will become more commonplace for friends and relatives to “hear” from their dearly departed through the use of technology. Through pre-recorded topics ranging from who gets the house or silver, to how best care for the surviving pet, look for the deceased to leave poignant (positive and negative!) messages of things left unsaid, or stories and memories not yet shared with the living.
From Common Interest To Uncommon Inspiration: Social Networking2
People drawn together by passion and shared interest will work together virtually and "dirtually" to first change thinking, and then revitalize our cities and towns. Fueled by groups of every stripe and interest, people with similar world views, political points of view, closely held beliefs, musical tastes, the list is endless – come together to listen, dialogue, share information and support one another. These enthusiasts will draw upon technology to establish local groups that morph into bigger communities of mutual inspiration. Spurred on by the desire to “make things better,” local and national networks will gain momentum as people realize that the power to change their neighborhood, nation – even the world – resides with them.
Culture Of “Extreme”
From reality shows to the evening news, excess is becoming the norm. Viewers are choosing movies, TV, and music created to shock or alarm. Over-the-top culture continues to proliferate. Film, TV, fashion, and the news astound and titillate as never before. What used to be considered low class, unseemly, not for “polite” society, is now mainstream. Violence and voyeurism are standard fare on the evening news. With no limit to what can be said, sung, or shown, how far will the culture of extreme go?
(An important new dimension of '07 trend, Cultural Coarsening.)