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Trend: The defensive consumer


After Matthias Horx the consumer of the future to 80% a no-sumers have to say he is the elaborate campaigns of the advertising world with skepticism and aggression against and not consumed.
The remaining 20% make it the Pro-sumers . He is looking for authentic products and services, content, substance and value provided through honest communication. This places the company in the future, the requirement that they confront the customer transparent and not hide behind the inflated promotional scenes with no or little relation to the company.

used in advertising that depth psychology is the unconscious to force customers to pay attention or even to move to purchase, the defensive consumer has not escaped. His distrust is fueled steadily. The Internet accelerates this process. Details of scandals and broken promises advertising spread like wildfire.

An expression of the trend "The defensive consumer shows in Adbusting . Like so many terms, this comes from English and is made up of ad = advertisement or promotion and to bust destroy = destroy. It is creative resistance against the flood of advertising. Posters, advertisements, slogans and logos to be redesigned for the purpose of counter-advertising by Adbusters. The "distorted" results criticize the ubiquity of advertising. Two examples can be found in the link of the week.

an equally creative but more abstract kind of protest is the Mind Fuck . People are deliberately confused and spiritually attracted to the wrong path in order to call attention, how quickly that happens without you noticing it. In the film
is a popular means of Mindfuck. Thus, the viewer is at the end of the film (eg identity, Fight Club, The Village and The Sixth Sense) forced the previously seen to provide complete in question and revise.

apparently spontaneous gatherings of people as a further manifestation of the Mind Fuck, called Flashmob s, there are now also in Europe. Most email arrange to meet each other complete strangers in public places, a senseless act in the eye of the beholder to perform. A fictional example, 200 people gathered at Munich's Marienplatz, the 12 clock chimes begin to spin in a circle, wa wa wa say and go three minutes without a word and separated their ways. Through the emerging confusion of the parties I do not count the flash mob in the division of the Mind Fuck.

When did you you the last time a telephone operator, or better yet excited voice from the tape that you hunt in the evening in a little leisure time on the couch? When was the last time wurdet mentally led around by the nose? Who knows, maybe someone of you have taken part in a flash mob? The defensive consumer is within all of us ... think about it!

Link of the Week: http://www.de.indymedia.org/2004/07/87547.shtml

next week! Greetings from Ludwigsburg!

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third Trend: The rediscovery of the slowness

this point it appears the combination of trend and counter trend: Try the Trend "99 lives at a time" to take on the phenomenon of time and his Lord will, the disciples of slowness ignore the hustle and bustle of today's everyday life as much as possible . Aware they are pursuing "Gear shifting" ie sometimes a passage is switched down.

In the age of Internet and email, you might say, the letter loses its existence as a time-intensive medium-authorization. But the opposite is the case. A letter or postcard is gaining in value and personality, since another person has taken for a time. Let us now
of letters to fountain pens. The manufacturer has included the slowness MONT BLANC in its business principles. Through coffee breaks and free time, the company gains time by wasting time, because the errors are coming to the expensive brand-name manufacturers.

In management, the term " Slobbies " has developed. These are slo who b ut b etter people working, the fact that they offer the hustle and bustle of the forehead, raise their productivity and Kreativtät. Looking

to America to discover more people who make a "Stepping Out". This means that they throw at the height of her career and devote all their time to other matters such as family and partners. This is often associated with the screws down the living standards, but is accepted.

In Canada and many other countries, learn knitting (not fun!) Hype. In so-called "stitch'n'bitch" sessions in churches, schools and universities, young people meet in a relaxed atmosphere for needlework and slander.

Now the question for you: When you turn down a corridor? If you should never, then you do that now and then - the soul good. rejoice in this sense ' I see your posts. Until next week!

Link of the Week: http://www.stitchnbitch.org/snb_groups.htm

Greetings from Lubu!

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first Digression: meta, mega, consumer trends








[EXCURSION]

Here, then, requires a trip would have at the beginning of the trend Portales should stand. In conversation with some of you I've found that I you can not make every week a new trend in my face without first clearly to define what is meant by trend actually. Sorry for that! The term trend is in the mind very much tied to language use: "Hey, pretty trendy, old man "or" Today all the rage, what? ".

Beyond the Bravo-In and out-list, there is another original meaning of trend and to this concept a few more for the understanding of the trend Portales significantly contribute are:

trend : Originally a trend a course of a longer-term trend in a certain direction, so far so good

metatrend . In meta-trends are a cause for Friends of the theory it are rather abstruse constructs that are superior to all ages and span. You have no direct contact to today's living environment and therefore fall from the trend portal out, and goodbye!

Megatrend : currents, which are everywhere called Megatrends . They are found in all areas such as economy and culture, and in all countries. They concern the economy and technology and sometimes the spirit and the markets.
mega trends such as individualisation, the strong aging societies, the rise of the women or the complete restructuring of the workplace (New Work).
now and then I'll rely on mega-trends, in order to place everything in an overall context. In essence, the trend to your portal and my experience with the

Consumer Trends : This is about social phenomena in the consumer world such as has been described trends "remain longer young" and "99 lives at once."
you play in a period from ten to fifteen years, and it is very difficult an exact start and end point of a trend to moor. Also, the local effect is observed. Trends in America for ten years, "rage" in Europe can be still in infancy.
[By the way: America is often seen due to the immigrant culture and historical backgrounds as the birthplace of trends, there will be strengthened cultures meet, this blend, change or develop similar. However, each . Trend in each country's own characteristics]

And finally there's the modes where we would again come to the Bravo-In and Out List: Short flaring phenomena which are at many times a product can fix. The Doner cuddle pillows, the LED belt buckle, etc. It is the expression of an instance of an expression of a trend. But fashions are important to me and my work, because they are almost always lead to a trend back. I hope I have

now beiseitigt all clarity (ha ha ha), the trend side weighed. Tomorrow's the next "trend pack! Until then!

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second Trend: 99 Lives at once

is the central idea of this trend in the unequal relationship between the time available and the tasks that we should do it. The watch, cell phone, the laptop and the schedule determine our daily lives. The statement "I can not be everywhere at once" is certainly familiar to you from the world of work, and he brings the matter to the point exactly.

has developed a SensoNet time index describes the pace of life has increased to a scale of 1-10 in the years 1989-1999 from 4.3 to 6.5.

for all services and products that facilitate daily life one is grateful. As for food's not Time left continued to expand in Germany, the fast food restaurants (even in Ludwigsburg will soon be opening a "Subway").

Acute Zeitmagel in connection with a hectic lifestyle I lead to the fractal that is that a clear identity of a person no longer exists. The man of today lives in a complex dynamic structure of part-time roles, gender and lifestyles, a network of professional, family responsibilities, hobbies, etc..

Spinnt to this idea will continue this trend have a major impact on the world of services. The services will network and blurred the industries. I do not talk of operations that are in far remote play America: in Reutlingen has opened a hair salon that transforms easily into the Adend and night time in a large party location. The salon is also used for photo shoots and fashion shows.

Describes me your most stressful day, writes to me who or what determines your life or facilitated. I'm looking forward!

Greetings from Lubu!

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first Trend: Staying Young Longer

Last week at a party in Mainz, I have rediscovered. The white mice from Haribo. "Oh, that's even," I thought me and half an hour later, the candy bowl empty. Earlier (So I'm talking about basic high school) I was at the bakery and I've bought there, these mice for 5 cents apiece.
you think you probably want to make my vague memories of shopping experiences in childhood far no trend. Wrong! In the literature we encounter this trend as the "stay young longer. People see products and habits of childhood fun and comfort in the serious world of adults-being.
The age limits is becoming increasingly blurred, and to loosen the rules of conduct related to. Thus, there are 40 year old, to start studying, 35 years to discover their passion for video games, 67 years, the most of her retirement to spend on the Internet.
applies: "Alt means for me always fifteen years older than I am present" (Bernard Baruch)
we look to America we see this trend in the advanced stage. A pub called there "Babyland" and is complete as a nursery set up, with all the trimmings: plastic phone, rocking horse, building blocks uuvm
Why go the distance? take on the famous Reeperbahn in the Barbarabar every Tuesday fans of the three question marks. With Ahoi-Brause en masse, the people sit silently listening to the tables, the radio plays the former child detective series and revel in childhood memories. What are your excuses

from the adult world? If it were you before may not realize it, they are now, perhaps. I'm looking forward to your memories!

Link of the Week: http://www.literaturcafe.de/bf.htm?/berichte/hitch.shtml

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trend Encyclopedia

99 lives at once Everything is faster, and more. The individual must play many roles

fear of the future: in all areas of chaos, people give up and look for the future of black

Atmosfear : the environment is increasingly contaminated by man: fine dust, polluted water, genetically modified food ...; Doubt and insecurity are spreading

disembarking : Does the current job does not contribute to self-realization, to rise more and more people simply. It is: rather scale down the standard of living than to do something which is not me move forward.

Best Agers : affluent elderly

Biometrics: Biometrics is concerned with characteristics of people. Of individual or combination of biometric data is entered into one person. This can authenticate themselves (from a selected group of people), compared with about access restrictions, or it is identified (from an undefined group of people).

Bobos : bourgeois Bohemians, which is the name that David Brooks of the new elite has the Information Age Given. Your lifestyle is characterized in bringing together what previously considered unvereinbargalt: Wealth and rebellion, with yuppie-hippie think Kombinert entrepreneurial spirit ...

Clan Ning : People gather themselves back together with people pursuing the same goals and ideals.

cocooning : People at home foreclose on the environment.

The search for stability and meaning : Spirituality provides stability to the world of tomorrow.

Egonomics : In times of increasing standardization and standardization of request for individuality.

Evalution : Marketing theory of the millennium with the main aspect that requires men and women of a different speech.

fantasy adventure : the desire for low-risk, yet exciting experience no matter whether real or virtual, is a long-lasting ever more present trend.

Fractal I : This is called the modern individual is no longer an identity, but by a fractal I, a picture of identity that is composed of a pattern of part-time roles, gender and lifestyles.

gearshifting : The courses everyday want, when necessary. That is also in the hectic times consciously want to be a gear.

against the Great : moving away from the groups to the major parties towards the do-it-yourself society

Generation X : slogan-like term for the 1960-1970 births in the Western industrialized nations. Members of Generation X see themselves as losers in a bleak, ruined world. You do not believe in luck yuppie and a prosperous future, challenge the naive for them mentality of the hippie generation. Environmental degradation, nuclear threat and the lack of job prospects they have in the inner Emigration driven. The living is usually denied by unsatisfactory low-paying jobs in services.

enjoy? Now more than ever! : crackdown gets on my nerves! Consumers indulge in the pleasures in secret orgies

healthy and live long : Physical well-being and mental balance are used to prolong life. The approaches are always full and the people who follow the trend younger.

High Touch : intimate, individual close to the customer

I am the sun : Trend frame from the youth marketing. The maxim is fun and enjoyment; the individual is paramount.

Job-hopping: Here today, gone tomorrow - Change of employment, whether voluntarily or involuntarily, are the new trend in the labor market.

Kidult: English word that was created with the combination of Kid (Child) and adult (adults). Kidults are people who pursue their own despite their adulthood Kid page.

Small pleasures: The idea is to reward yourself with affordable luxury.

stay longer young : The child wakes from a nostalgia-thought out, then be re-consumed products, activities of the past is again pursued.

life Designers: term for people with different life cycles but the same attitude. As a life designer sees life as a company. For the success you need above all flexibility, adaptability and goal-oriented action.

Luxes : This term was coined by Horst W. Opaschowski. It is made up of luxury and asceticism. In certain areas, people have a spending limit for food, for example, for the money in other areas with both hands - that is, the Porsche drivers of shopping at Aldi.

Mass Costumizing : where in spite of mass production to which the buyer as possible product offering tailored to the body

Megatrend : very deep and lasting trends, social and technological changes affect. The term was coined by futurist John Naisbitt and describes trends, covering practically the entire western culture and the duration of at least decades included, such as globalization, increasing life expectancy and the importance of new technologies.

Mouse Potato : What are couch potatoes, there are mouse potatoes who spend their time constantly in front of the PC.

New chastity : This is a counter-movement to the Neo-Sex; people celibate (Eg do people try out their bodies) either involuntarily (eg, computer geeks) or voluntary.

New Work: New study offers scope for creativity and development of the personality. As the job system is at its end, have the humanity the opportunity to free themselves from the bondage of wage labor. The core values of the new work are self-reliance, freedom and participation in community.

no frills: no fuss; motto of the discount sector (Ryan Air, Aldi ...) within the meaning of "as simple as possible,"

wanted Orientation: Trend frame from the youth marketing. Young people look to the multiplicity Design possibilities of their lifestyle for security, reliability and navigation facilities.

Pacing : Own determination of the speed in which we are in the information society is changing

blended family : Patchwork is a technique of textile design, with many small pieces of cloth are joined together and so a larger unit shown ie for the blended family that she is very varied together. Belongs to the family who is sitting at the breakfast table.

perfessionell : Professional and Personal mixed

post-adolescence: A new phase in CV of the people of today. It is the time after school / training / college / university in which one wants to see and orient themselves. This phase is to locate the ages of 18 to 30 years. Through this long period of singularity the demands on a future partner and to the quality of life.

Prosumer : The term prosumer was introduced in 1980 by Alvin Toffler in his book The Third Wave. He refers to persons at the same time "users" and "producer" of them are used.

SOS - Save Our Society : The "Since we have to do but what" style, with people regain their social conscience.

Silver Surfers : Internet enthusiasts over 60

Smart Shopper : A consumer whose behavior by simultaneously striving both price advantages as well as for quality - is identified - such as high-quality brands. Thus, the smart shopper is different from the bargain hunter who is looking for offers that are already in the lowest-price segment.

Smudging : cleaning of apartments, bad vibrations and evil forces are removed. If one makes in New York with apartments, if they are bad to get across.

Stepping out : At the height of her career to give people their jobs in order for them more important Things to pay.

stitch'n'bitch : Knit and blaspheme: simply translated. These meetings are announced in Canada increasing in adolescents.

Success : Trend frame from the youth marketing. Young people bring success with prestige name, and whoever is successful, has money, can fulfill his life and varied design.

The real thing : Trend frame from the youth marketing. Authentic is recognized only with history. Authentic works, what unique, genuine, high quality, and trying not to occur.

trend: the course of a longer-term trend in a certain Direction

trend Frame : social context by the emerging lifestyles, attitudes and values of a generation

wetware : Unlike the inanimate hardware and software of computers and consumer electronics are hidden behind the term wetware biological organisms such as DNA molecules, sperm cells , ova or sperm that can reproduce and multiply. Our body, for example, is known in science as well as in science fiction films as wetware.

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trend Library

Becker, Ulrich ... : top trends - the main trends for the coming years, Dusseldorf Munich 1995
ISBN 3-89623-001-8

Bünermann, Isabel, Julia Martinez and Others : Trend 2004 - Work Leisure proper time, Munich 2003 ISBN 3-492-27302-5


Eggert, Ulrich : consumer trends, Dusseldorf 1997 ISBN 3-89623-087-5


Gerken, Gerd : Trend-time - the future surprises himself, 2 Edition, Dusseldorf, Vienna 1994, ISBN 3-430-13157-X

Horx, Matthias : The Future manifesto - departure from the misery of culture, 3 Edition, Munich 2002 ISBN 3-548-75024-9


Horx, Matthias : The eight spheres of the Future, Vienna, Hamburg 2000
ISBN 3-85436-299-4

Horx Matthias : Future Fitness - A handbook for decision makers, Frankfurt, February 2003 ISBN 3-8218-3979-1


Horx, Matthias : Trend Book - The first major German Trend Report, Dusseldorf Vienna 1993 ISBN 3-430-14803-0


Naisbitt, John : High Tech High Touch - Looking for balance between technology and people, Vienna, Hamburg, 1999 ISBN 3-85436-265
X-

Naisbitt, John, Patricia Aburdene : Megatrends 2000, Dusseldorf Vienna 1991 ISBN 3-612-21139-0


Naisbitt, John; Aburdene, Patricia : Megatrends - Women, Dusseldorf Vienna 1993 ISBN 3-430-11007-6
.

Popcorn, Faith : Clicking - Trends for the Future, 2nd Edition, Munich 1996 ISBN 3-
453-09087-X

Popcorn, Faith : The Popcorn Report - Trends for the Future, 3 Edition, Munich 1992 ISBN 3-453-05601-9


Popcorn, Faith : Evalution - The new female power, Munich 2001 ISBN 3-453-19071-8