July 2010

Polestar Trends Update

Introduction

This document showcases a variety of contemporary consumer and brand trends. Polestar’s own insights are

the main focus with a variety of sources used to highlight the points made, which are noted throughout

the piece.

Trends

1. Real Time, Real World, Real Life vs. Virtual

2. Apps for Everything

3. Partnerships and Crowd-Sourcing

4. Green

5. Traditional Pursuits Reclaimed

6. DIY Dreams

7. Generous Brands

8. Mum Power

1. Real Life beats Virtual world

a) Online fuelling rise in real-world socialising

(vs. Predicted generation of stay at home zombies)

b) Shared media consumption, not individualised & solitary experiences

(vs. Predicted demise of mass media)

c) Shift from lusting after physical status symbols to experiences

(Skills, knowledge, unique stories vs.‘stuff’)

2. Apps for Everything

a) Increased clutter in Apps as brands all seek to offer something new. Becoming an expected part of brand’s activity – and increasingly important as a marketing channel, as user numbers increase for smart-phones

b) Enabled consumers of the best apps use, rate, feedback and send them to other users .

Hugely valuable crowd-sourcing opportunity for brands in a climate where iPad apps are growing

3x faster than iPhone Apps did.

c) Mobile isn’t just about apps. 10.4 m UK consumers access the internet via mobile. There

are 1.6bn bank accounts in the world but 4bn phones so financial transactions will drive use.

3. Let’s Get Together: Partnerships & Crowd-Sourcing

a) Brands forming partnerships with consumers - ultimate brand

involvement. An increase in crowd sourcing is made easier through social

networking

c) Partnerships with other brands - trading off each other’s brand values and consumers

b) Government enlisting the help of the public - crowd sourcing

4. Easier to be Green

a) Despite the recession, Green is still a major trend and is

continuing to gain momentum

c) Consumers becoming more aware and conscious of the importance of ethics when

making their purchases

b) Increasing levels of corporate acceptance &

acknowledgement of the benefits (more than just for the

planet) in doing so

a) Recession seems to have affected people’s attitudes to leisure

pursuits as well. There is a definite “back to basics” theme present as traditional values are welcomed

back.

c) Women, especially are embracing a return to traditional pursuits but not at the expense of gender equality;

negative connotations of them seem to have fallen away - they are no

longer seen as old-fashioned

b) Nostalgia and a “return to the good old days” sentiment is a resounding

theme too. There is a desire to return to perceptively simpler and

happier times.

5. Traditional pursuits reclaimed

6. DIY Dreams - A Continuing Trend

a) Recession has led to a re-think of goals, values and dreams. Entrepreneurialism is

definitely on the rise as people look to simpler and more rewarding ways to make

a living

b) The internet has empowered people by giving them their own space online, making

it easier to create networks where like-minded people can build on those dreams

c) Big players are facilitating this trend and encouraging people to live out those

aspirations

7. Generous Brands

a) Brand-led(a marketing channel, an opportunity)

b) Consumer demand(expectations amplified by recession)

c) Ultimately Unavoidable(in a transparent world where brands no longer sit on

pedestals)

8. Mum Power

a)An increasingly connected network – with real cloutBritish Housewives have the biggest internet habit in the world, spending 47% of their leisure time online*

b)A Target Audience not to be ignored. Spending Power – the Mum Pound

Women are responsible for 83% of household spending decisions

c) Mums under pressure Even though they do not work in the corporate world, they are still ambitious and competitive, wanting to be

the best at their “profession”

* TNS Digital Life Survey, 2009

Trends don’t occur in isolation

Societal changes Recession,

rise in consumer

confidence in the internet

etc

Real Time

Apps

Generous Brands

GreenTraditional Pursuits

Mums

DIY Dreams

Crowd-sourcing

For the full report or for more information contact:

Kiran Kaur: kirank@polestarcommunications.com

Megan Butler: meganb@polestarcommunications.com