ATLANTA, GA, April 16, 2009
/24-7PressRelease/ -- Trend Influence, the brand innovation agency, today released the first in a series of patterns in U.S. cultural trends as affected by macro influences. The trends represent directional thought on a trajectory from recent past, to current mainstream realities and emerging cultural directions that will influence consumer behaviors.
Global Age Cohort Paradigm Shifts - There is a extraordinary amount of attention paid to the constantly morphing manifestations of global youth culture. This is due in no small part to the sheer size of Gen Y and Millennials as well as the immediacy of cultural ideas shared via web and mobile technology.
However, because of emerging middle classes and extended life expectancies, we are experiencing the oldest and most active population in human history, making the 'age cohort trend' the most impactful trend in the foreseeable future.
As people age, we will see a New Tribalism where our network of family is tied more closely to shared experiences than blood. Gay and Lesbian retirement communities will be one example of this as people redefine "family" by the larger "village" association than the previous mother, father, child definitions of the past.
Lifetime/Lifestage Boundary Pushing, people will see the emerging workforce embark on new careers in new locations as variety becomes the norm. In the years to come, this will grow into a trend of Multi Life Experiences where people will achieve many different and disparate careers and lifestyles within a growing lifespan.
We will defy the old adage "those who can't do, teach" to a renewed call-to-service where we see an industry leader of twenty-five years share his knowledge as an educator shifting education models to "Those Who Can and Have Done" will teach.
These trends take into account insights gathered from project work and pop culture monitoring and were developed as a result of primary fieldwork and qualitative ethnographic research conducted with several thousand consumers across more than twenty U.S. cities, including: Atlanta, GA; San Diego, CA; New York NY; Chicago, IL; Long Island, NY; Waukeegan, IL; Paramus, NJ; Shaumburg, IL; Stamford, CT; Oak Brook, IL; Salt Lake City, UT; Philadelphia, PA; Dallas, TX; Washington DC; Los Angeles, CA; Milwaukee, WI; Orange County, CA; Baltimore MD; San Francisco, CA; Orlando, FL.
Research participants ranged from teenagers to aging boomers; consumers to business-to-business leaders; working class to upper echelon; and trend-setters to mainstreamers.
About Trend Influence: Trend Influence is a brand innovation agency that identifies future product and brand opportunities. The unique team at Trend Influence is comprised of consumer anthropologists, business and brand strategists, product innovators and creative designers who make brands more relevant to their constituents by delivering contextual solutions to brand challenges. Using ethnography and other consumer anthropology techniques, Trend Influence transforms consumer motivations, desires and behaviors into applicable brand strategies. Clients include Charles Schwab, The Coca-Cola Company, Levi Strauss, LG Electronics, Navistar and Toyota. Trend Influence is the brand strategy and innovation division of Northstar Research Partners, an international full-service research consultancy with offices in Atlanta, Toronto, London, New York, Los Angeles, Boston and Detroit. Northstar Research Partners including Trend Influence are members of MDC Partners. Visit trendinfluence.com for more information.
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