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July 2010
Polestar Trends Update
This presentation is the intellectual property of Polestar Communications and must not be sent on or reproduced without prior consent
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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.
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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
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1. Real Life beats Virtual world
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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.
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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
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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
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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
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6. DIY Dreams - A Continuing Trend
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7. Generous Brands
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8. Mum Power
* TNS Digital Life Survey, 2009
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Trends don’t occur in isolation
Societal changes Recession,
rise in consumer
confidence in the internet
etc
Real Time
Traditional Pursuits
Mums
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For the full report or for more information contact:
Kiran Kaur: [email protected]
Telephone: +44 (0)207 089 6588
Megan Butler: [email protected]
Telephone: +44 (0)207 089 6589