If you are in charge of the marketing for your small business, you can't afford to ignore the social trends that will influence their buying decisions in 2010.
You don't have to agree with the trends or subscribe personally, but smart marketers will endeavor to meet a need or solve a problem within the trend.
Capitalism is giving way to Socially Conscious Behavior
Obvious greed is no longer palatable to society. A growing and powerful movement of socially aware and disciplined business has emerged. From “going green” to sustainable uses of energy, and charitable contributions to actual partnerships with developing countries, corporate greed has met it’s vixen in socially mindful business applications.
While no one is claiming that socially conscious business doesn’t involve greed, (didn’t we just hear about revealing emails that cast doubt on climate change?) the change of guard seems to insist that greed be curtailed at least, and that ideas with the Triple Win Strategy behind them, inspire new ways of doing business.
Worth noting is the premium example: Pepsi. Known for 23 years of Superbowl ads, with stars like Michael J Fox, and Michael Jackson, Pepsi has chosen to forego the ad in 2010. Their marketing efforts are launching The Pepsi Refresh project. Promising "Together We Can Do A Lot Of Good", Pepsi is taking their campaign online and recruiting the public to join them promising, “Every Pepsi Refreshes the World.”
Starbucks has been heavily involved in the LOVE PROJECT, challenging the world to drink coffee and buy product, and at the same time give through Starbucks to aid Africa in their terrifying war with AIDS and the rapid infiltration of the disease into African society.
Localism – people want to do business with local suppliers
Driven by economic change, environmental concerns and soaring energy costs more North Americans are buying local. From produce to clothing brands more people are choosing to keep shipping minimal and support local economies.
Unusual and most likely directed to the early adopters to date, local marketing behavior has been spotted in the local branding of international products.
Absolut City Series launched special blends of Vodka for certain cities and labels them accordingly. Starting in New Orleans, other cities with unique potions include Boston, and Los Angeles.
Even bank machine ATM’s have caught onto the consumer drive for local pride. In East London, the machines are primed with an option to read the instructions for each transaction in Cockney, if preferred.
Evidently, the online community has caught on as a quickly emerging trend within SEO, or search engine optimization, is the local search specialty.
Internet has Gone Mobile
No longer tied to the home PC with dial-up or even cable service, today’s consumer can carry a Smartphone such as the Blackberry or I Phone, and have access to the web anytime, anyplace. Mobile computing with access to applications that assist buyers to locate the best deals within blocks of where they are at the moment, will require new forms of marketing and a new paradigm to “mom and pop” businesses.
People Love Living in the Urban Centers
In North America, according to Unhabitat’s “Global Report on Human Settlement in 2009” there is currently over 80% of the North American population living in cities.
The effect will be reflected social behavior, compact living, and a new style of offline social networks that mirror their online mentors.
“And, as we've remarked here before, all things being equal, people who live in compact communities tend to keep more of their paychecks as disposable income and spend less time commuting and running errands, meaning they have more money and time to buy gadgets, experiment with innovative tools and update their systems... thus perhaps fueling more and faster innovations.” Alex Steffen with World Changing.com
Boomers Want More
Baby Boomers, or those born from 1946 to 1964, are at least 46 in 2010. In the US alone, that defines almost 76 million individuals who have the most discretionary income to spend, save and invest. Boomers expect quality, long life, and certain luxuries.
Health care, youthful appearances, relaxation, personal passion and wisdom are only a smattering of the buzzwords “50 somethings” are fond to quote.
Their desires have simplified over the years, and after the latest economic scare, they may not be as frivolous with their spending. Still, this demographic group controls the economy and their consumer demands and ingenuity will help fuel the full market recovery.
To Our Success,
Harmony Thiessen - Hey if you enjoyed this please use the SHARE below to pass along the information!
Additonal Resources of Interest:
Trendwatching.com - Very useful resource on an ongoing basis for understanding the impact of social behavior. A resource used in this article.
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