2. Psychographic
Trends
Imagine
riding
on
a
subway
car.
Across
from
you
is
a
middle-‐aged
woman
reading
Michael
Crichton,
next
to
her
is
a
young
hipster
jamming
out
and
playing
a
game
on
his
Android
phone,
down
the
car
is
a
fashionista
with
4"
inch
Gucci
heals,
and
next
to
you
a
woman
reading
a
"How
to
Install
a
Kitchen
Sink"
DIY
book.
We
see
these
people
every
day,
whether
it's
on
a
subway,
walking
down
the
street,
in
the
office
or
at
home.
They
are
our
colleagues,
friends
and
even,
us.
All
of
us
are
bucketed
into
lifestyle
groups,
called
psychographics.
In
our
2010
Psychographic
Report,
find
out
what
drives
the
adrenaline
junkies
like
Shaun
White,
the
secret
pleasures
of
Indulgents
and
more.
Conscious
Consumers
are
a
diverse
group
that
collecSvely
believe
in
and
support
the
sustainability
of
life
on
this
planet
through
buying
decisions
-‐-‐
whether
it's
hormone-‐free
meat
or
donaSng
to
the
search
to
cure
breast
cancer.
The
New
Family
raSonalizes
treaSng
their
pets
beUer
than
their
children,
asks
if
they
can
have
their
old
room
back
and
are
returning
to
dorm
life
with
communal
apartments.
Type
A
individuals
know
what
they
want,
and
will
spend
the
extra,
painstaking
Sme
to
get
there
-‐-‐
whether
it's
prinSng
digital
coupons
or
TweeSng
daily
auto
Sps
or
sourcing
food.
Beta
People
thrive
on
the
latest
trends,
whether
its
in
technology
or
fashion.
They
are
tech
and
fashion
aficionados
that
will
pay
top
dollar
for
the
latest
Alexander
McQueen
or
Gucci
fashions
or
Android
model.
Community
Organizers
are
made
up
of
Digital
Gatherers,
who
are
your
"Ethan's
United"
Facebook
group
admins
and
Cafe
Leaders
organize,
who
local
Hemmingway
book
clubs
on
Meetup.com.
Risk
Takers
are
prevalent
in
every
generaSon.
Shaun
White
is
Gen
Y's
Adrenaline
Junkie,
Sergey
Brin
is
Gen
X's
New
Venturers
and
Anthony
Bourdain
is
Boomer's
Travelista.
Pro-‐Ams
turn
their
passion
into
a
"second
job,"
whether
it's
about
charSng
the
night-‐Sme
sky
or
building
a
deck
addiSon
to
their
home.
Indulgents
need
to
splurge
once
in
a
while
to
maintain
an
even
life
balance
-‐-‐
to
get
away,
either
for
10
minutes
on
our
train
commute
or
a
week
in
Aruba.
3. Conscious
Consumer
In
the
1960s,
fringe
groups
sparked
awareness
of
animal
cruelty,
environmental
sustainability
and
numerous
other
causes
-‐-‐
eventually
giving
birth
to
organizaSons
such
as
PETA
in
the
1980s.
Messages
from
these
fringe
groups
have
filtered
down
into
mainstream
culture,
giving
rise
to
today's
Conscious
Consumer
class.
Conscious
Consumers
are
a
diverse
group
that
collecSvely
believe
in
and
support
the
sustainability
of
life
on
this
planet
through
buying
decisions
-‐-‐
whether
it's
hormone-‐free
meat
or
donaSng
to
the
search
to
cure
breast
cancer.
"At
a
Sme
of
extreme
cluUer
(messages,
labels,
products),
conscious
consumers
are
prizing
transparency,
accountability
and
authenScity
more
than
ever,"
writes
branding
agency,
BBMG
in
the
Conscious
Consumer
Report.
Eco-‐Go-‐GeDers
Cleansers
Healers
Eco-‐Go-‐GeUers
are
proficient
and
efficient.
Their
Cleansers
strive
for
a
pollutant-‐free
lifestyle.
They
Healers
are
the
Mother
Teresas'
among
Conscious
savvy
helps
them
make
informed
buying
decisions.
eat
organic
as
much
as
possible
to
avoid
harmful
Consumers.
Healers
want
to
preserve
mankind
by
While
many
Eco-‐go-‐geUer
can
only
aspire
to
trade
chemicals
in
produce
and
meat
and
use
non-‐toxic
eliminaSng
hunger,
disease
and
poverty.
They
are
in
the
sedan
or
mini
van
for
a
Smart
Car
or
Prius,
cleaning
soluSons
and
makeup.
Unlike
the
Eco-‐Go-‐ your
Bonos',
Bill
and
Melinda
Gates'
and
Susan
B.
most
make
small
changes,
such
as
subsStuSng
GeUers,
Cleansers
shop
local
because
there
are
Komens'.
Some
Healers
donate
part
of
their
disposable
for
Sigg/Kleen
or
BPA
free
Nalgene
more
pesScide-‐free
products
than
at
the
naSonal
Christmas
presents
to
Toys
for
Tots
or
a
boUles
or
recycling.
They
understand
the
eco-‐ grocer.
Cleansers
also
believe
physical
exercise
is
a
Thanksgiving
turkey
to
homeless
shelters
or
send
impact
of
long-‐distance
travel
so
they
try
to
shop
at
part
of
a
healthy
balance.
Yoga
and
strength-‐ an
online
charity
donaSon
card.
The
thought
of
local
farmers
markets
when
they
can,
but
if
Eco-‐Go-‐ training
exercises
are
a
part
of
their
daily
rouSne.
human
suffering
moSvates
them
to
donate
either
GeUers
need
to
pick
up
something
from
the
store,
They
believe
their
body
is
their
temple.
Sme
or
money.
they
usually
stop
by
Whole
Foods.
Key
Facts:
Key
Facts:
Key
Facts:
• Clorox
is
developing
a
greener
image
by
acquiring
• A
CNCS
report
shows
that
about
8.2
million
young
• Some
plasScs
have
a
thousand-‐year-‐ Burt's
Bees
for
$913
million
and
introducing
eco-‐ people
(ages
16-‐24)
volunteered
in
2008,
decomposiSon
Sme
product
lines,
such
as
its
Green
Works
(which
compared
with
about
7.6
million
in
2007
• With
60
million
plasSc
boUles
thrown
away
each
reached
$40
million
in
its
first
year
of
sales)
• Fily
percent
of
non-‐profits
reported
an
increase
in
day
in
the
U.S.,
one
Brita
filter
is
the
equivalent
to
• According
to
the
Yoga
Journal,
approximately
15
volunteer
hours
at
their
organizaSon
300
standard
boUles
of
water
million
people
pracSce
yoga
in
the
United
States
• Community
volunteerism
increased
31
percent
last
year
Macro
Trend
Giving
In,
Greedy
Out
-‐-‐
Corporate
responsibility
is
quickly
becoming
the
cost
of
doing
business
as
Conscious
Consumers
seek
social
impact
in
their
buying
decisions.
CorporaSons
are
developing
a
triple
boUom
line
(people,
planet,
profit)
that
speaks
to
this
growing
Conscious
Consumer
class.
Clorox's
Green
Works
reached
incredible
sales
milestones
in
its
first
year
sales,
HewleU-‐Packard
ranked
no.
1
in
Newsweek's
Green
Rankings
for
its
strong
programs
to
reduce
GHG
emissions,
and
a
long
line
of
corporate
brands
jumped
on
the
HaiS
bandwagon
to
capture
the
consumers
aUenSon.
More
and
more
businesses
are
incorporaSng
a
triple
boUom
line
to
appeal
to
this
formerly
niche,
now
mainstream
Conscious
Consumer
class.
4. New
Families
Look
out
Leave-‐It-‐To-‐Beaver,
there
is
a
new
wave
of
pet
acupuncturists,
homeless
college
grads
and
extended
roommates
changing
the
tradiSonal
family
dynamic.
This
New
Family
raSonalizes
treaSng
their
pets
beUer
than
their
children
("Of
course
we
give
our
puppy
acupuncture.
It
makes
liUle
Snuggles
feel
relaxed
and
rejuvenated!"),
asks
if
they
can
have
their
old
room
back
("Mom.
Dad.
I
know
you
turned
my
old
room
into
a
study,
but
can
you
turn
it
back
because
I
need
a
place
to
stay
for
a
while?")
and
are
returning
to
dorm
life
with
communal
apartments.
MulS-‐Gen
Roomates,
Extended
Companions
and
Pet-‐Centrics
are
the
segments
changing
the
way
we
view
the
tradiSonal
family
in
the
21st
Century.
MulG-‐Gen
Roomates
Extended
Companions
Pet-‐Centrics
MulS-‐Gen
Roomates
are
trading
in
their
queen
for
a
twin
Extended
Companions
are
not
willing
to
bite
the
Dogs
and
cats
are
the
brothers
and
sisters
or
sons
and
bed.
Just
one
of
the
many
sacrifices
of
returning
to
mom
daughters
of
Pet-‐Centrics.
The
seek
companionship
in
bullet
and
move
back
in
with
mom
and
dad.
and
dads'
to
reduce
the
high
cost
of
living.
They
are
animals.
Pet-‐Centrics
are
typically
older
couples
or
Instead,
they
are
pooling
funds
to
get
a
place
with
Boomerang
Kids,
or
late
20s
to
30s
individuals
that
need
singles
that
put
pets
on
an
impossibly
high
pedestal,
to
bide
some
Sme
by
living
at
moms'
and
dads'
unSl
they
their
friends.
While
most
Extended
Companions
someSmes
higher
than
their
own
children.
These
are
the
can
get
back
on
their
feet.
The
G.I
GeneraSon
(parents
of
envisioned
a
white
picket
fence
in
their
near
future,
people
that
spend
$15
on
a
rubber
toy
or
$20
on
organic,
Baby
Boomers)
are
also
making
the
same
migraSon
to
they
are
faced
with
the
harsh
reality
that
financially
fine-‐dining
dog
food
because,
of
course,
their
dog
or
cat
their
children's
homes.
As
the
economic
slump
has
they
just
can't
afford
it.
For
the
meanSme,
they
can
has
to
eat
the
best.
As
they
have
sufficient
disposable
depleted
their
reSrement
funds,
the
G.I.
GeneraSon
find
bunk
with
their
friends
unSl
they
can
get
back
on
incomes,
why
not
spend
$25
on
a
designer
dog
collar?
themselves
in
the
same
posiSon
as
their
grandchildren.
their
feet.
Key
Facts:
Key
Facts:
• Pet
owners
spent
an
esSmated
$US41
billion
($43.9
Key
Facts
• There
are
more
than
4
million
mulS-‐generaSonal
billion)
on
their
animal
friends
last
year
which
was
families
in
the
U.S.,
according
to
a
U.S.
Census
Bureau
• The
share
of
3-‐bedroom
searches
in
the
area
almost
double
the
$US21
billion
($22.5
billion)
spent
in
report
around
the
Washington
DC
grew
by
87%
as
more
1996,
according
to
The
American
Pet
Products
• About
40
percent
of
2008
grads
sSll
live
with
their
people
bunk
with
roommates
to
reduce
the
high
Manufacturers
AssociaSon.
parents,
according
to
Monster's
2009
Annual
Entry-‐Level
cost
of
living
-‐-‐
a
rising
trend
across
the
country,
• "We're
noScing
more
baby
boomers
are
pet
owners
and
Job
Outlook.
according
a
study
by
MyNewPlace.com.
they
are
treaSng
their
pets
like
members
of
the
family,"
said
APPMA
President
Bob
Vetere
Macro
Trend
Human
Bond:
Revisited
-‐-‐
The
Human
Bond
trend
is
about
meaningful
relaSonships
and
developing
deep
connecSons.
Whether
the
connecSon
is
with
a
Boston
Terrier,
your
parents
or
friends,
more
and
more
individuals
are
seeking
meaningful
relaSonships
as
they
search
for
companionship
and
a
home.
5. Type
A
Consumers
What
does
the
lady
with
30
coupons
in
the
check
out
line
have
in
common
with
a
TwiUering
gear
head?
Both
are
pro-‐acSve
in
either
searching
for
the
best
deal
or
building
a
digital
network
of
followers.
Type
A
individuals
know
what
they
want,
and
will
spend
the
extra,
painstaking
Sme
to
get
there
-‐-‐
whether
it's
prinSng
digital
coupons
or
TweeSng
daily
auto
Sps
or
sourcing
food.
Deal
Seekers
Digital
Influence
Builders
Informed-‐Eaters
Top
bloggers
and
social
network
users
spend
Informed-‐Eaters
are
an
emerging
class
of
foodies
and
Deal
Seekers
thrive
on
savings.
Some
Deal
Seekers
flip
source-‐conscious
consumers.
They
take
an
acSve
role
in
through
the
Penny
Saver
in
search
of
the
best
deals
and
countless
hours
building
digital
personas.
TwiUer,
sourcing
and
finding
high-‐quality
food.
They
check
out
some
turn
to
the
web
to
saSsfy
their
deal
cravings.
They
Facebook,
WordPress,
LinkedIn
and
other
digital
are
addicted
to
FatWallet.com,
RetailMeNot.com
and
Yelp
and
Urban
Spoon
to
find
the
best
local
restaurants.
plasorms
are
venues
to
build
their
digital
idenSSes
They
also
love
organic,
hormone-‐free,
locally-‐sourced
Groupon.com
in
their
pursuit
for
the
best
deals.
Although
they
might
not
need
a
new
winter
jacket,
they
and
networks.
They
are
the
gearheads
dishing
out
food.
Informed-‐Eaters
enjoy
Whole
Foods
and
support
could
save
$25
on
a
$150
fur
coat.
That's
$25
savings!
daily
auto
advice
on
TwiUer
and
the
blogging
local
farmers
market
because
both
take
a
health
and
eco-‐
fashionistas
jabbing
celebrity
fashion
faux
pas.
conscious
view
of
the
world.
Key
Facts:
Regardless
of
the
content,
Digital
Influence
Builders
• RetailMeNot.com
has
coupons
for
nearly
50,000
retail
Key
Facts
stores.
Moreover,
its
traffic
has
skyrocketed
from
1.5
acSvely
build
networks
of
readers
and
users
by
generaSng
consistent,
unique
content.
• There
are
approximately
5,000
farmers
markets
in
the
million
monthly
unique
users
in
September
2009
to
5
U.S.
alone,
reaching
over
$1
billion
in
sales,
according
to
million
in
December
2009,
according
to
Quantcast.com
• Entertainment.com
users
print
198
percent
more
the
Department
of
Agriculture
Key
Facts:
• The
number
of
small
farms
increased
20%
between
coupons
for
casual
dining
in
2008,
according
to
CNN
• Celebrity
blogger,
Perez
Hilton
has
1.8
million
2002-‐2008,
to
1.2
million,
reports
the
Department
of
• Since
launching
in
November
2007,
Gilt
Group
(a
luxury
discount
site)
membership
has
grown
to
1.3
million
followers
on
TwiUer
Agriculture
registered
users
in
the
US,
along
with
200,000
in
their
• MarkeSng
guru
and
blogger,
Seth
Godin,
receives
• Yelp
has
an
average
of
7.2
million
monthly
unique
filh
month
in
Japan.
nearly
310k
unique
monthly
visits,
according
to
visitors,
according
to
Quantcast.com
Quantcast.com
• There
are
over
100
diet-‐related
iPhone
apps
Macro
Trend
Control
RX
-‐-‐
The
Control
RX
trend
is
about
acSvely
pursing
a
healthier
lifestyle
-‐-‐
whether
it's
the
Wii
Fit
or
joining
the
"locavore"
movement.
However,
Control
RX
isn't
limited
to
health.
DeterminaSon
-‐-‐
to
eat
healthy,
or
build
an
influenSal
digital
network
or
scour
the
web
to
find
the
best
deals
-‐-‐
Ses
this
group
of
Deal
Seekers,
Digital
Influence
Builders
and
Informed-‐Eaters
together.
All
Type
A
segments
thrive
on
exploraSon
and
discovery.
6. BETA
People
Imagine
riding
in
the
NYC
subway
at
rush
hour.
There
is
the
hipster
jamming
out
to
his
playlist
and
playing
an
Android
app
and
the
young
socialite
fashionista
in
"Helena"
high
heel
open-‐toe
plasorm
Gucci
boots.
What
do
these
worlds
apart
people
have
in
common?
They
are
Beta
People.
They
thrive
on
the
latest
trends,
whether
its
in
technology
or
fashion.
You
can
consider
them
Innovators
on
Roger's
InnovaSon
AdopSon
Curve.
They
are
tech
and
fashion
aficionados
that
will
pay
top
dollar
for
the
latest
Alexander
McQueen
or
Gucci
fashions
or
Android
model.
Fashionistas
Urban
ArGsts
TechGeeks
Urban
ArSsts
are
highly
imaginaSve
individuals.
TechGeeks
drooled
over
iPad
image
leaks
and
Who
would
spend
$649
on
a
pair
of
Alexander
McQueen
They
like
express
the
diversity
of
their
lives
in
anxiously
awaited
a
Google
Wave
invite.
Mashable
shoes
when
you
can
10
average
pairs
for
the
same
creaSve
ways;
always
have
their
own
designs
in
and
TechCrunch
are
in
their
incredibly
large
RSS
price?
For
Fashionistas,
that
quesSon
never
crosses
their
mind.
It's
not
about
bang
for
your
buck,
it's
all
about
the
mind
as
they
seek
the
fulfillment
of
discovering
stream.
They
were
the
first
to
buzz
about
Google
image.
It's
the
image
and
feeling
of
wearing
$649
something
new.
Urban
ArSsts
thrive
on
music,
Buzz.
For
TechGeeks,
Christmas
comes
whenever
Alexander
McQueen
shoes
or
$790
Gucci
cuffed
shorts
or
painSng
and
other
creaSve
outlets.
They
enjoy
Google,
Apple
or
other
tech
companies
unveil
the
a
$198
D&G
belt.
While
only
a
small
inner
circle
of
in-‐the-‐ undiscovered
treasures,
which
draws
them
latest
gadgetry.
know
Fashionistas
can
tell
the
difference
between
D&G
naturally
to
the
underground
Indie
scene.
and
Gucci
cuffed
shorts,
the
image
and
feeling
of
those
$790
designer
shorts
is
worth
it.
Macro
Trend
ReNew
-‐-‐
The
ReNew
trend
is
about
re-‐invenSng
old
products,
such
as
paper
books
and
e-‐mail,
to
reflect
innovaSve
thinking,
such
as
the
Kindle
and
Google
Wave.
Just
as
the
skinny
jeans
of
the
'80s
re-‐emerge
in
hipster
and
high-‐fashion
retailers,
such
as
Urban
OusiUers
and
Diesel,
Google
re-‐thinks
e-‐mail
with
Google
Wave.
It's
all
about
re-‐thinking
old
products
with
innovaSve,
fresh
ideas
that
makes
Fahsionistas,
TechGeeks
and
Urban
ArSsts
clamoring
for
the
latest
fashion
season
or
gadgets.
Simply
stated:
innovaSon
is
in.
7. Community
Organizers
If
you
could
guess,
how
many
Facebook
Groups
are
there
floaSng
around?
A
simple
Facebook
search
for
the
term,
"groups"
yields
over
400,000
results.
Considering
there
are
groups
for
people
that
hate
Facebook's
new
layout
or
groups
exclusively
for
Facebook
users
with
the
name
Ethan,
there
are
a
lot.
Community
Organizer
are
the
driving
force
behind
the
incredible
number
of
Facebook
Groups.
Digital
Gatherers
are
your
"Ethan's
United"
Facebook
group
admins
and
Cafe
Leaders
organize
local
Hemmingway
book
clubs
on
Meetup.com.
Digital
Gatherers
Cafe
Leaders
Digital
Gatherers
tap
into
the
billions
of
internet
users
to
develop
niche
Cafe
Leaders
thrive
on
small,
inSmate
group
meeSngs,
and
what
beUer
communiSes.
These
are
your
"Ethan's
United"
Facebook
group
admins.
Or
place
to
get
together
than
in
a
coffee
shop?
These
are
your
Meetup.com
your
Groupon
members,
who
understand
the
power
of
group
buying
in
book
club
and
"Philly
Entrepreneur"
group
leaders.
While
they
might
speak
aUaining
unparalleled
discounts.
Digital
Gatherers
thrive
on
bringing
in
larger
venues,
such
as
conferences
and
webinars,
they
thrive
on
the
people
together
for
a
united
cause
to
create
value
-‐-‐
by
leveraging
group
small
group
sevng.
The
inSmate
atmosphere
of
the
cafe
is
perfect
to
buying
to
get
unrivaled
discounts
or
gathering
the
Ethan's
of
the
world
really
get
to
know
their
community.
together
in
one
Facebook
Group.
Key
Facts:
Key
Facts:
• There
have
been
5.4
million
"meetups"
by
nearly
72k
Meetup
groups
• Groupon
saved
its
users
$89.5
million
with
1.9
"groupons"
• Meetup.com
has
an
average
of
2
million
unique
monthly
users,
according
• Groupon
grew
from
under
50k
unique
monthly
users
in
August
2009
to
to
Quantcast.com
over
700k
in
December
2009,
according
to
Quantcast.com
Macro
Trend
Community
MobilizaSon
-‐-‐
The
Community
MobilizaSon
trend
examines
how
the
current
economic
climate
necessitates
acSon
and
community
mobilizaSon.
Digital
Gatherers
network
online
(think
Facebook
Groups)
and
Cafe
Leaders
turn
digital
relaSonships
into
real-‐world
contacts
(i.e.
Meetup.com).
The
red
thread
between
both
segments
is
the
heightened
need
to
build
communiSes,
whether
they
are
online
or
in
a
cafe.
8. Risk
Takers
What
does
Shaun
White,
Sergey
Brin
and
Anthony
Bourdain
have
in
common
(besides
stacks
of
cash)?
Each
represents
a
generaSon
of
Risk
Takers.
Shaun
White
is
Gen
Y's
Adrenaline
Junkie,
Sergey
Brin
is
Gen
X's
New
Venturers
and
Anthony
Bourdain
is
Boomer's
Travelista.
Each
segment
thrives
on
exploraSon,
whether
it's
a
landing
a
double
cork,
launching
a
dream
venture
or
tasSng
the
local
flavor
of
Vietnam.
Adrenaline
Junkie
New
Venturers
Travelistas
Shaun
White
solidified
his
legendary
status
when
New
Venturers
are
typically
Gen
Xers
who
have
lel
Travelistas
are
addicted
to
exploring
foreign
lands.
he
became
the
first
snowboarder
to
land
a
double
the
corporate
world
(either
willingly
or
unwillingly)
When
they
are
not
booking
a
flight
to
a
distant
cork.
He
is
the
Adrenaline
Junkie
archetype.
White
to
start
their
dream
venture.
They
are
confident
in
paradise,
they
are
hooked
to
Anthony
Bourdain
and
lands
impossible
tricks
before
anyone
else
in
their
experience
and
dedicaSon
to
make
their
small
Andrew
Zimmer
as
they
hop
around
the
world
-‐-‐
snowboarding.
He
follows
on
the
Adrenaline
Junkie
business
succeed.
Gen
Xers
are
olen
New
tasSng
the
local
flavors
and
exploring
foreign
heals
of
legendary
skateboarder,
Tony
Hawk.
This
Venturers
-‐-‐
as
Boomers
want
to
de-‐risk
their
lives
cultures.
While
Gen
Y
are
the
new
Adrenaline
elite
athleSc
group
dates
back
to
Amelia
Erhart
and
for
reSrement
and
launching
a
startup
isn't
a
wise
Junkies,
Gen
X
are
New
Venturers,
Boomers
are
the
Wright
Brothers
-‐-‐
some
of
the
first
extreme
idea,
and
most
Gen
Yers
do
not
have
the
industry
Travelistas,
looking
for
a
liUle
adventure.
Adrenaline
Junkies.
Now,
the
Tony
Hawks'
and
experience
under
their
belt
to
undertake
a
small
Shaun
Whites'
are
jumping
out
of
aircrals
to
push
business.
Key
Facts:
the
boundaries
even
further.
• The
majority
of
Travel
Channel
viewers
(36
Key
Facts:
percent)
are
over
50,
according
to
Quantcast.com
Key
Facts:
• Sergey
Brin,
the
co-‐founder
of
Google,
founded
• The
Travel
Channel
gets
485k
viewers
in
prime
• In
2005
over
25
percent
of
16–24
year
olds
had
the
company
at
25
years
of
age
Sme
and
is
expected
to
fetch
$1
billion
in
annual
parScipated
in
extreme
sports,
a
growth
of
over
10
• 30
percent
of
today's
workforce
(about
42
million
revenue
percent
since
2003,
according
to
Hospitality.net
people)
are
either
freelancers,
independent
• Shaun
White's
annual
income
is
around
$6
contractors,
part-‐Sme
or
temp
workers,
according
million,
esSmates
industry
insiders
to
Money
Magazine
Macro
Trend
Freedom:
New
Way
of
CreaSvity
-‐-‐
The
Freedom
trend
is
about
levng
your
creaSve
spirit
soar.
Whether
it's
posSng
the
coolest
design
on
Tumblr
or
landing
impossible
snowboarding
tricks.
For
Risk
Takers,
life
is
about
exploraSon
and
creaSvity
-‐-‐
think
new
half-‐pipe
tricks,
developing
a
new
social
shopping
startup
or
sampling
Korean
kimchi.
9. Pro-‐Am
"The
'Pro-‐Am'
era
[is]
a
Sme
when
professionals
and
amateurs
work
side-‐by-‐side,"
writes
Wired
Editor,
Chris
Anderson
in
his
book
The
Long
Tail.
"Don't
be
surprise
if
some
of
the
most
creaSve
and
influenSal
work
in
the
next
few
decades
comes
from
this
Pro-‐Am
class
of
inspired
hobbyists."
This
emerging
DIY
class
of
mulS-‐talented
Pro-‐Ams
is
not
exclusive
to
hobbyists,
however.
Pro-‐Ams
turn
their
passion
into
a
"second
job,"
whether
it's
about
charSng
the
night-‐Sme
sky
or
building
a
deck
addiSon
to
their
home.
Hobbyists
DIYers
Hobbyists
are
enthusiasSc
experts
that
can
tell
you
the
difference
between
There
are
channels,
magazines
and
more
than
a
handful
of
sites
dedicated
Su-‐34
Fullback
360
Degree
Twin
Vectored
and
a
F-‐16
360-‐Degree
Thrust
to
DIYers.
They
are
confident
in
their
ability
to
take
on
new
challenges
-‐-‐
Vector
ARF
model
airplanes
or
spend
significant
Sme
searching
for
armed
with
tools
and
blueprints.
DIYers
refuse
to
call
a
plumber
whenever
unknown
asteroids
to
name.
Their
astronomy
or
model
airplane
hobbies
a
new
pipe
leaks
or
a
roofer
when
the
ceiling
drips.
They
get
under
the
are
not
lucraSve
enough
for
them
to
quit
their
day
job,
so
they
have
to
sink
or
on
top
of
the
roof
to
invesSgate
and
fix
the
problem.
spend
their
free
Sme
searching
the
stars
and
building
planes.
They
also
want
to
share
their
knowledge
with
the
world.
That's
why
they
frequently
Key
Facts:
update
Wikipedia
and
forum
entries
in
their
respecSve
fields
and
blog,
eHow.com
has
an
average
61.5
million
monthly
unique
users,
according
to
blog,
blog
about
the
most
recent
industry
news
and
insights.
Quantcast.com
Key
Facts:
58
percent
of
the
populaSon
consider
themselves
engaging
in
a
Pro-‐Am
acSvity,
according
to
a
Demos
report
Gardening
is
the
number
one
Pro-‐Am
acSvity,
followed
by
DIY
and
sports
teams,
according
to
the
Demos
report
Macro
Trend
MAXimizers
-‐-‐
Maximizers
thrive
on
gevng
the
most
out
of
life.
For
Hobbyists,
it's
about
finding
Sme
to
pursue
their
coin-‐collecSng
and
gardening
passions
and
for
DIYers,
it's
about
tackling
challenging
projects,
whether
it's
a
leak
under
the
sink
or
on
the
roolop
-‐-‐
they
are
there
to
fix
it.
10. The
Indulgent
Everyone
is
an
Indulgent.
Some
enjoy
browsing
People
or
In
Touch
in
the
grocery
line
to
get
the
latest
celebrity
gossip;
some
splurge
on
a
Gucci
belt;
some
get
massages
in
Virgin
AtlanSc
first
class
or
simply
buy
their
daily
vanilla
skinny
tall
laUe
at
Starbucks.
You
have
probably
seen
Bit-‐Size
Fashionistas
in
H&M,
Passion
Spenders
on
your
vacaSon
to
the
Bahamas
or
Everyday
Escapists
on
your
bus
ride
to
work.
Or,
you
could
be
one.
Inherently,
we
need
to
indulge
once
in
a
while
to
maintain
an
even
life
balance
-‐-‐
to
get
away,
either
for
10
minutes
on
our
train
commute
or
a
week
in
Aruba.
Mini-‐Divas
Passion
Spenders
Everyday
Escapists
Accessories,
accessories,
accessories.
It's
all
about
Passion
Spenders
don't
olen
go
all-‐out.
But
when
Everyday
Escapists
don't
need
to
go
on
a
vacaSon
they
do,
they
spare
no
expense.
These
are
the
the
bracelets,
belts
necklaces,
hats
etc.
for
Bite-‐Size
in
the
Bahamas
to
get
away.
They
read
thrillers
people
that
don't
typically
ride
first
class,
but
when
Fashionistas.
Bite-‐Size
Fashionistas
don't
buy
from
Michael
Crichton
on
their
train
commute
to
they
go
on
vacaSon,
they
are
flying
high
in
Virgin's
$7,000
Gucci
dresses,
instead
they
buy
a
$150
first
class
-‐-‐
gevng
pampered
with
massages
and
work,
browse
People
or
In
Touch
in
the
grocery
dress
and
accessorize
with
luxury
items.
They
enjoy
the
best
treatment.
And
when
they
land?
The
check-‐out
line
or
log-‐on
to
World
of
Warcral
when
H&M
and
other
retailers
that
offer
designer
luxury
suite
with
an
ocean-‐front
view
is
a
must.
they
get
home
from
a
long
day
at
work.
These
daily
accessories.
While
Passion
Spenders
do
not
live
luxurious
lives,
acSviSes
are
their
way
to
escape
the
pressures
of
when
they
vacaSon,
they
vacaSon
in
style.
Passion
work
to
maintain
an
even
life
balance.
Key
Facts:
Spenders
don't
just
splurge
on
travel,
they
also
• H&M
offers
accessible
looks
from
high-‐fashion
spend
extra
on
daily
lifestyle
items,
such
as
an
Key
Facts:
iPhone
or
a
40"
flat-‐screen
TV.
designers,
such
as
Jimmy
Choo
and
Sonia
Rykiel
• In
Touch
Weekly
has
a
circulaSon
of
1.27
million
Key
Facts:
naSonally
• Virgin
Airlines
flies
over
5
million
passengers
• World
of
Warcral
has
a
global
membership
of
10
annually
million
• Apple's
iPhone
has
a
25
percent
share
in
the
smart
phone
market
Macro
Trend
Bite-‐Size
Indulgence
-‐-‐
The
Bite-‐Size
Indulgence
trend
is
about
momentary
escapes
from
the
everyday
to
create
an
even
life
balance.
Bite-‐Size
Fashionistas
accessorize
at
H&M,
Passion
Spenders
take
pampered
vacaSons
and
Everyday
Escapists
simply
open
a
trashy
novel
in
their
spare
Sme.
Regardless
of
the
acSvity,
Indulgents
need
to
rejuvenate
so
they
can
tackle
tomorrow's
challenges.
12. We fuse right-brain and left-brain to deliver
creatively strategic solutions
Digital
Development
Branding
Strategy
13. Digital Development
Our Services Digital Development Goals
• Blogging and Engage your community in meaningful conversations
Content Strategy
• Marketing Plans Our Approach
• Social Marketing Through in-depth market analysis, we help you find and share your
• Web Development
unique voice with your target audience.
• Customer Analysis
and Research
Excerpts from our blog
Gen Y Marketing
• 94% of Gen Yers own a cell phone, and comprise 46% of total iPhone users
• Gen Y seeks authenticity, and wants to engage in a real conversation; think
“earned media”
Social Networking Etiquette
• Use best practices to participate in the discussion online
• Digg and similar network communities value honesty, your personality, and
real involvement
Niche Communities
• Beyond the obvious communities at Facebook, MySpace, and Twitter, there
are many more smaller communities buzzing with activity
• We profiled Ning (which has since exploded), as well as niche communities
such as Twitter Moms, Climate Culture, CauseCast and LinkLessons
14. Strategy
Strategy Goals
Our Services Grow market leadership while achieving financial success
• Growth Strategy
• Business Plans Our Approach
• Financial Analysis and Through business planning and financial analysis, we find the best
Valuation
path forward; our relationships enable us to accelerate the path to
achieving goals
Excerpts from our blog
Startup Survival Guide
• We shared 10 tips to help entrepreneurs maximize their cash and make it
through tough times
• Suggestions include: be nimble, focus on revenue, reduce your fat, collect
bills, and of course…still provide leadership
Business Plans
• With a large supply of businesses seeking cash, and a small supply of
investment dollars, the story needs to be smart and compelling: that
means market research and highlighting the key success factors
Fundraising
• While many focus on venture capital, alternatives include self-funding, debt,
friends and family, and angel financing
• Angel investors typically fund from $100k to $2 million and are a good
source of early stage investment
15. Branding
Branding Goals
Our Services Differentiate your products, services, and organization to drive
• Brand Strategy
• Brand Identity
preference among your audience
• Cause-Related Our Approach
Mission
• Trends and Insights
Through strategically creative stretching, we develop an aspirational
market positioning that stands out from the competition
Excerpts from our blog
Emerging Trends
• We are a step ahead in sharing emerging trends
• As the crisis turns to opportunity, there is a new breed of creative
maximizers, new icons are emerging, and patriotism 2.0 has arrived
Segmentation
• We believe that segmentation leads to better communication, a more satisfied
customer, increased innovation, and higher market share
Brand Strategy
• We synthesize research and analysis into key insights on which to build a
cohesive strategy to optimally position brands in the market
