Trendwatching 2013

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trendWATCHING 2013

PRESUMERS&CUSTOWNERS
2013 will see passionate consumers embrace two innovative new ‘consumption’ models: becoming PRESUMERS and CUSTOWNERS. PRESUMERS love to get involved with, push, fund, and promote products and services before they are realized. And thanks to countless new crowdfunding platforms and new manufacturing technologies that are finally tipping into the mainstream (and a burgeoning, global cult of entrepreneurialism at large), the oming 12 months will see them have more opportunities than ever to do so. No wonder that the amount PRESUMERS spent on crowdfunding platforms has risen from just USD 530 million in 2009, to USD 1.3 billion in 2011, to USD 2.8 billion in 2012 (Source: Massolution/The Economist, May 2012). Next for PRESUMERS? How about CUSTOWNERS:consumers who move from passively consuming a product towards funding/investing (if not owning a stake) in the brands they buy from. However, these increasingly business-savvy consumers are often looking for both a financial and an emotional return, and therefore only brands that are open, friendly, honest, trusted, transparent, and somewhat ‘human’ will prove able to attract enthusiastic CUSTOWNERS. MOBILE MOMENTS

For those wondering where ‘mobile’ will head next, one behavioral insight should give you plenty to run with: in 2013, consumers will look to their mobile devices to maximize absolutely every moment. Hectic, urban lifestyles mean that no amount of (micro) time will be too fleeting, or activity too absorbing, to cram in more content, connection, consumption or simply more fun. All of which means the next 12 months will see an explosion in MOBILE MOMENTS: products, services and experiences that will enable mobile-loving consumers to embrace (seamless) lifestyle multi-ifnot- hyper-tasking. We could offer you a deluge of stats on everything from mobile use to addiction, but we know YOU don’t have the time, either, so we’ll just offer three: • A survey of US...
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