Arranged marriages
Most people in the west frown on the whole idea of arranged marriages, but the times are slowly changing, according to Marian Salzman, a prominent New York trend-spotter and executive vice-president of the ad agency JWT. Consider, she says, the popularity of the American TV show The Bachelor.
Generational congestion
Grandparents spending hundreds on rock concerts; parents rarely stepping out of their hip jeans; teen girls stocking up on lipstick and perfume and amassing shoe collections that would be the envy of Carrie Bradshaw. All this is what Salzman calls “the disappearing generation gap”, and what other trend-spotters call generational congestion.
Crowdsourcing
Next year, says Reinier Evers of Amsterdam’s Trendwatching.com, will see the re-emergence of group decision-making power as organisations of all kinds try to harness the wisdom of crowds. But if 2006 was the year in which DIY or home-made internet content triumphed over all its competitors in sites such as YouTube, 2007, says Evers, will see talented amateurs on the net demand payment for the stuff they produce.
Extreme experiences
For at least a decade, futurologists have been waxing lyrical about the emergence of an experience economy, in which thrilling, sensuous or memorable experiences would increasingly take over from goods as what we spend our money on.
Righteous marketing
Endorsements by churches and religious groups, Salzman has noticed, can do wonders for companies that win their approval. Salzman predicts that churches, particularly in north America but also in Europe, are set to become just another distribution channel for canny marketers, with worshippers serving as word-of-mouth promoters for approved books and movies
Unplugging
Unwiring and unplugging, says Salzman, will become the most fashionable thing in 2007. If you call designer Philippe Starck’s Paris office before 1pm, she notes, you are told that this is their “thinking time”, during which they do not take calls or respond to emails. Likewise, turning your phone off during lunch or not putting it on the table will be a real statement of your undivided attention.
Gravanity
The rather awkward hybrid of “graffiti” and “vanity”, gravanity is how Evers describes another of his top trends for 2007 – the growing number of people who crave being able to customise their goods and get themselves or their names on display. “Whether it’s blogging, participating in Big Brother, having a character in a novel named after you or adorning your car with personalised licence plates, the masses want their names out there,” he says. Kasriel agrees. The democratisation of celebrity
Guerrilla retail
Many retail formats are approaching their sell-by date, argues Kasriel, as a result of which companies are increasingly experimenting with guerrilla retail or “pop-up retail”. From gallery-like shopping spaces with one-off exhibitions to mobile units bringing urban chic to rural areas, Evers says that 2007 will be the year in which “temporary retail manifestations” will take-off around the world
Designer mutts
In 2007, says Salzman, the continued humanisation of our pets will pump up demand for luxury pet products and services. Pet coffins, for example, are now big business (see puffins.co.uk for a range of sizes). Increasingly, Salzman suggests, we are also transferring our human neuroses on to our mutts and moggies
Middle-aged makeover
The continued weight of the middle-aged baby boomers on popular culture means that even the most unlikely avenues trodden by youth culture will become susceptible to a middle-aged makeover. One new ringtone provider, BooseyTones, offers popular classics such as Beethoven’s Für Elise for the mature ringtone lover.
Read the complete list at the UK Guardian
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