TRENDSMonti Bray, Christina Martinez, Ali Chastain,

Abi VerValin, Cassie Hickman

Immediate IndulgenceMultitasking and getting what you want, when you want it.

Implications: Technology evolving in a fast paced, competitive environment has resulted in consumers developing the need for instant results. This leaves people looking for any new ways to accomplish many jobs at one time.

Apps Smart phones Ordering food online

Energydrinks

Search Engines Adderall

Online Video News

Video for Information Mobile Uploads Touch Screens Diet Pills Plastic Surgery

Deeper trend causing the microtrend:• People are looking for instant gratification, whether it be changes to themselves or to being able to make something happen instantly.

•According to h+Magazine, culture has amplified the belief that we should be performing simultaneous and consecutive activities while our need for social connections is at a peek, making new channels widely prevalent.

- Switchtasking is switching between tasks. This is done swiftly and quickly and we experience it as if we were actually multitasking.

- Scripting is turning your brain to auto-pilot and using the script (a succession of steps that you can do without conscious attention).

Implications for culture, brands and advertising:• Culture – People are raising expectations to have everything immediately provided to them and a quicker way to perform tasks. Everyone is constantly juggling many things at once and paying less attention to the main task at hand. This is making for a fast paced, efficient society, though its also causing accidents and carelessness due to the higher probability of mishaps to take place from never concentrating fully on one task.

•Brands – Consumers are constantly looking for the next way to add something to their gadgets to make it more convenient and pliable to do more things at once to save time. This puts pressure on brands to constantly come out with newer and more relevant technology, therefore driving innovation.

•Advertising – Advertisers have more ways than ever to reach people but because of the influx in raw information, consumers have to process on a daily basis and they have more incentive and more tools to ignore information advertisers are trying to reach them with. This mean advertisers have to be cleaver, innovative, and make the information directly relevant to the audience to get their messages across.

Evolving life and longevity:• This trend will continue on for as long as technology has the capacity to improve, which may be limitless. In the next year, we will continuously see improvements in smart phones, tablets and ways we receive information. Consumers will never go back to waiting so long to see the outcome of various activities like they once did.

Princess MentalityThinking you’re entitled to everything when, where, and how you want it.

Implications: Throughout our lives, we have been told that we can be whatever we want, that we can choose our own path and that we have control. This has given us a self-entitlement mentality because we feel like everything should happen according to our needs and wants.

“Epic”Describing

stories as “epic”Eating organic/gluten-

free/however you wantPersonal blogs Fantasy sports teams

Reality TV Frozen yogurt DVR Apps

Deeper trend causing the microtrend:• An ever increasing social world means that we can communicate to people in every aspect of our lives at any time. This can generate a sense of self-importance because some people can begin to think that everyone wants to know about them. This self-proclaimed “VIP” status can contribute to the princess mentality, stretching far beyond social media outlets. An increase in these narcissistic tendencies means that these “very important people” are demanding that more companies tailor their products to fit the needs and wants of consumers.

•The way we have been raised as children has also had a significant impact on our demanding ways. According to Buzzle.com, our narcissistic tendencies may be correlated with “overindulgence or excessive pampering, over expectation from children, excessive praise for talent and beauty, and harsh criticism for poor behavior performance.”

Implications for culture, brands and advertising:• Culture – People believe that they can have it all and that each expectation can and should be met.

• Brands – Brand must live up to our rising expectations. Ease and efficiency have become a main focus, but it isn’t enough that something simply works well. Now nearly everything must be customizable in order to better suit the lifestyle and showcase the personality of these people. It is important that everything be available to us when we want it, and that each item comes with additional added value than the previous one.

• Advertising – Advertising now must change and evolve as quickly as consumer expectations do. Advertisers not only have to differentiate their product from similar ones, but they have to convince consumers that they are buying something that will fulfill all of their needs and wants instead of just fitting one specific purpose.

Evolving life and longevity:• The trend will continue to evolve because companies will bend to consumer expectations. We have already seen an increase in customization, social sharing and outlets for self-proclaimed fame. Those trends will not slow so long as it is what the consumers demand.

Deeply Discounted DealsOnline and app-driven limited time deals rewarding those who participate.

Implications: An amazing bargain available for a limited time only is an irresistible combination for any penny-counting consumer. We don’t want to miss out on a great deal so our immediate participation is mandatory. If we are rewarded with a personal credit, the deal is even more tempting.

Insider deals on luxury lifestyle items

40-hour deals: top brands at coveted prices

48-hour sale events of 50-70% off

Boarding order based on check-in time

GPS- driven foursquare deals after checking in

“One killer deal. One item at a time until its gone.”

Time-sensitive Twitter deals

Access deals nearby used by Facebook friends

Click-to-buy local deals

50-90% discounted local deals

Deeper trend causing the microtrend:• With the impact of the recession, we can’t pass up a great deal. Especially if it’s only being offered for a limited time. The deal is usually so good, we must purchase it right there on the spot to satisfy ourselves. This combination of a low-price for a limited time is an irresistible offer for our penny-counting recession selves.

• According to Advertising Age, the Groupon movement has been expanding because consumer’s ever-expanding appetite for deals needs to be satiated.

• Humans act on impulse, and during a recession, we want to spend our money wisely. If we are rewarded for our efforts, (for example: inviting a friend to a website, they make a purchase, you get a credit to spend) the deal is even more enticing.

Implications for culture, brands and advertising:• Culture – Consumers are acting with more spontaneity because they don’t want to miss out on bargains. When items are in high demand, you are required to act fast. We are paying attention to the notification e-mails that are sent out the night before, so we can click at the right time to fill our bargain void.

• Brands – Brands that are featured on discounted deal websites are usually remembered. Say one of the brands featured for a deal is a new local business. The deal they’re offering is a good one, which draws you into their store. Suddenly, you are hooked, creating competition for emerging brands and existing ones.

• Advertising – These companies are funded through advertisers. The only reason we can get these once-in-a-lifetime spa deals is because advertisers are paying so much money towards this emerging concept. According to Advertising Age, third parties are coming in, offering to help any media company jump into the "deals" market and set up its own Groupon clone.

Evolving life and longevity:• This trend has become recently popular and now that we have been exposed to this opportunity, we won’t settle for anything less. The bar has been raised, and we will be forever anxious to see what we can get for the least amount of money in the least amount of time. This trend will evolve, and continue to gain popularity and praise.

Productive Peer-to-Peer ProcrastinationJust-in-time planning and purchase habits.

Implications: 2011 has seen the continuation of tough economic times as well as advancements in internet offerings to cater to busy lifestyles. As a result, people are looking for ways to use websites and their cell phones to share cheap information and live their lives through not committing and last-minute purchasing.

“Fo Sho I’m

Down”Non-committal responses

Using cell phones to plan Renting high fashion

Free online scholastic resources

Downloading single songs

Using facebook to RSVP

Online movie rentals

Deeper trend causing the microtrend:• This microtrend is a result of both tough economic times as well as the advancement of technology. Peer-to-peer networks, or communication provided by the sharing of resources, are becoming more and more prevalent, especially when considered in connection with the “tethered self” (a)(b). We are all constantly attached to our technological devices, such as cell phones and computers. With constant access to the internet, we are unifying ourselves, creating a social connection through common needs. At the same time, we are able to pick and choose exactly what type of information or product we desire and acquire it cheaply.

- As a result, the mentality develops that we all deserve this kind of cheap, instantaneous, ubiquitous contact. We validate each other by all using the same types of products and resources, thus reinforcing a princess mentality.

Implications for culture, brands and advertising:• Culture – The feeling of deserving all types of products and services at an inexpensive price, instantaneously, is re-shaping our relationships to one another. We bond through living in a just-in-time world, and reinforce ourselves with technology.

•Brands – Brands need to cater to the file-sharing, procrastinating lifestyle. Netflix is a great example; we can watch any type of movie or show instantaneously without planning ahead. Brands will need to continue to make themselves accessible and shareable to their consumers.

•Advertising – The advertising world will need to advertise themselves as quick and easy to access, and will need to choose media that reflect this lifestyle. Internet and GPS-based ads will reach these consumers the best. Personalization of these ads is also important, hence the current state of tracking consumers’ information online.

Evolving life and longevity:• This trend will continue to evolve because our generation has always been known for last minute planning. As technology advances and allows for us to continue these practices, we will always have that “procrastination” mentality and wait until the last second to complete anything.