2009

Nobody’s Unpredictable

An introduction to the 2009 Trend Observer Program

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CANADA USA FRANCE

UK SWEDEN JAPAN

Trend Observer in brief

Trend Observer uncovers today’s trends and predicts their evolution into the future.

The analysis is based on interviews with both trend-setting consumers and societal experts in 6 markets:

The international fieldwork allows the study to detail the evolution and expression of global trends, as well as their manifestation at the local level.

The study is conducted annually.

• What motivates consumers today?

• What consumer trends should we prepare for in a post-crisis world?

• What motivates consumers today?

• What consumer trends should we prepare for in a post-crisis world?

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Trendsetters reveal how to motivate consumers today. Cutting edge experts reveal how trends will evolve in the future.

Interviews with young

“trailblazers”

Interviews with cutting edge

experts

Role models for their peers. They thrive on adopting and living all that is new and cutting

edge

Social leaders with their fingers on the pulse of society.

They analyse where their society is now, and where it’s headed in the

future

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The study is composed of 2 sections:

1. Trend analysis:

Traces the development of trends from before the current recession, revealing their development and evolution into the current recessionary period.

The trends are each described in detail in terms of how they are manifested globally and locally, and whether they are strengthening or weakening over time.

Takes the possibilities presented by current trends and technologies one step further.

Reveals how trends, coupled with the latest technologies, are changing the way consumers view several of the pillars of our society, including the economy, community, self-image, and space.

2. Implications:

The final section of the study discusses the implications of the trends for brands both in the short-term, and as we move into a post-recession world.

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I. Trend Tracking: Trends tested by the crisis

some strengthen

some emerge

some decline some

make a comeback

"Green" partners

Active consumer

I am independent

I have impact

Everyday spirituality

Time tested

End of Supersize

EMERGING

STRENGTHENING

WEAKENING

COMING BACK

I lead the way

Reboot

Bring the Bling

Reluctant ostentation

Little luxuries

Response-Ability

Connected @ home

Consume differently

New communities

Essential Matters

Me and mine first

Quality sense

I experiment

I question

I. Trend Tracking (continued)

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III. Recommendations: Consumers are not questioning the idea of consumption, but rather its current form.

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Contact

Ipsos Canada

416-324-2106

Stephanie Cooper