I was trained in Trends Analysis, which is also part of strategic planning processes. I am also a ‘student of culture,’ loving to talk with people, observe people, read. . .  I wrote the following a few years ago, but it all still holds true today, which of course made me feel great!!!  Below are several trends that were shaping up at that time, and are still shaping up, or clearly in sight:

 

I wrote:

Here I or we discuss some cultural forces at work.  I was trained as a trends analyst in my PhD program in marketing, and observe many things I would like to share.  This is also an activity performed in more depth via Oasis Consulting and customized research is available through contract with that business. 

 

Individuals’ issues aggregate (add up) to become cultural trends. I hope that as we see patterns among individual respondents, businesses will find appropriate responses (read “opportunities”). You are invited to reply to this site by……….. or to contact me directly if you have business needs.  Further, if your business would like to donate to theoretical research on any topic, let me know.  I envision that some of these could be researched at the theoretical way, funded by a group of businesses, rather than relying on support from any particular business.  In that regard, I am a trained researcher and have a support network to create the type of research that is needed for any particular project. 

 

Today I write about some issues that I believe business has not yet dealt with~~ each of these holds opportunity.  At a later day, I will write “white papers” on them which will provide more information and research and a link will be provided to those white papers and subsequent dialogues.  Nearly everything I observe seems to be a latent opportunity for the right business, so if I sometimes parenthetically say (OP), you will know what I mean.

 

Consumer Experience

The customer experience is near and dear to my heart, and that’s where I see so many opportunities (link here to customer experience). I just visited a spa hotel and for $300/night received one very thin very small towel for an overnight stay.  Needless to say, I wrote to the hotel.  I suppose they may have a theft issue, yet the business really needs to look at what business they are in, and respond accordingly.

 

Housing

There are myriad opportunities in housing.  The live/work trend is HUGE and it does not seem as though it is truly being responded to (link to come).  Most programmed homes (read as “tract”) are still back into the 3 bedroom, 2 bath mode, with family and living rooms.  There is SO much more that could be done with those concepts.  As a somewhat architect, I would love to be involved in a think-tank on the implications of live/work. 

 

Not only is live/work a option that many people are seeking for convenience, studies in San Francisco suggest that especially in high-priced areas, new business incubation is in part determined by the ability to find space, and often has to rely on live/work as a way to begin business.  I am part of an initiative in San Francisco to encourage developers to think of creating live/work communities for start-up businesses, having footage set aside for common support services, etc.  Contact me if you are interested in more details.

 

The issue for aging Boomers, especially those of us with no spouse or children, is HUGE.  The issue is one of community + aging. Most interviews I have conducted indicate that current retirement living options just are not acceptable to Boomers.  I am not just discussing nursing homes, which will become the “place of last resort.”  I am even discussing some of the retirement communities.  As they are currently configured, many are on golf courses (nice for golfers; not much value for non-golfers) and have activities in the club house.  Most people I know will not want the pre-programmed “club house” route, and in fact may have an aversion to that level of planning or conformity.  Boomers who can afford those options (and even many who cannot) will want more intellectual stimulation, coffee houses, arts, nice shops for small-ticket luxuries (coffee, chocolates, flowers, nontraditional papers and small treasures) and will not want to drive far to find them.

 

Many Boomers now have aging parents, and that too is a space issue, per my research: creating ways for Boomers to care for aging parents is RIPE for business response.

 

Environmental psychology addresses healing + spaces: research findings indicate that living in a nice place (outdoors environments, interior spatial characteristics, etc.) provides psychological and bio-psychological benefits.  This should not just be something afford to the wealthy.  Are our tract homes attending to these issues?  Are other architects?  Are communities?

 

Career Shifts due to Aging and Downsizing

You might read What Should I do with my Life? by Po Bronson.  It’s generally about individuals whose career has changed, and they are generally in the 30-40 age bracket.  More needs to be researched about those of us who are 50ish.  Many have been downsized or otherwise disaffected.  A great deal of talent lies in this group, and entrepreneurialism seems the only option.

 

Well-being and Quality of Life

So much can be said about this.  Isn’t the Wal-Mart dialogue right now really about quality of life, and whether they are adding or subtracting value to (1) society overall; (2) business; and (3) the communities in which they operate?

 

Aesthetics and Design

This seems to be a huge trend.  Target is a case in point, with their Michael Graves line.

I cannot say enough about how much the designed environment affects people.

 

Technology

If we figure that any product is adopted by the following user groups, in this order :::innovators, early adopters, early majority, late majority, laggards::: then why aren’t products being developed for adopter categories.  The type of technology a Laggard is comfortable with (software, usability, numbers of features) seems quite different from that needed and wanted by Innovators.  I suppose product developers are basically innovators in technology—perhaps they cannot see beyond their own field of site?  Advertisers recognize these various adopter categories and gear messages to them, but it seems product developers do not.  Who is serving the “technology-averse” crowd who is required to use technology to keep up with the current work world or personal world?

 

And why when my 81-year old mother tried to buy a computer, no one helped her?  When she took my sister with her, the salespeople came arunnin’.  Here was my mother with $2000 in her pocket, ready to spend it, and with previous product knowledge.  And no one helped her at a major electronics chain store.

 

Media Choice

And are computers always best?  I have taught online classes, and companies have posted annual reports, etc., on line.  It’s all about learning.   Some people learn via technology-delivery-systems, while some still like the old days of paper.  Some students wanted their education delivered on line, but wanted hard-bound texts.  Others wanted everything online.  Still other students prefer traditional college campuses, and some prefer books, while others prefer a high-tech campus.  It’s all about media effectiveness per user group, and I rarely see this being addressed.

 

Many businesses are moving everything to technology.  We consumers are forced to apply for jobs on-line, or are forced to pay bills using technology, or are forced to access annual reports on-line. . . .  Just because it is there does not mean it is the panacea.  It seems that even in today’s competitive environment, the consumer has taken a back seat.  Different consumers have different desires, needs, comfort levels.

 

In a recent study, my colleague and I found that Boomers relied on newspapers, thought of them as part of the daily routine, and trusted them.  GenXers found them to be a nuisance, an environmental waste, not a habit but good for entertainment information, and were skeptical about contents.  Given that, what should or can the newspaper industry do?

 

Just an Online Minute reported Nov 17 (courtesy of Clarion Corp’s Feedback Research Unit) that in a survey of web users:

• 66% prefer to purchase holiday gifts online, up 12% from last season.  Of those, 70% do so because of convenience, while 61% are trying to avoid crowds.
• The number of respondents researching pricing and product information online before buying online (56%) grew 8% over last year.
• 80% will research online prior to buying holiday gifts on or offline.
• 52% will begin shopping more than 30 days before Christmas
• Amazon.com captured the most viewes and 10% of traffic for major retailing sites; eBay had 9.7% and iVillage 7%
• 91% will buy holiday gifts; 66% will spend more than $100 online.

Keep in mind that this is a sample of web users, not a general population sample.

 

Paper

I am a paper lover.  A letter in the mail box signifies something different than an e-mail.  I love the texture, the tactile qualities, the visual opportunities, the sense of caring that goes into a paper document.  Shouldn’t paper companies want to know more about how they can continue to add value, rather than standing back and watching their business disappear?  Relatedly, I heard that because of digital imaging, we will in the future have less historical documentation; fewer old photos, fewer old records of our culture, sad to say.

 

Meeting People

Internet dating has opened opportunities for meeting people primarily for romance.  eHarmony, and online dating service, just reported the interests most often cited by men and women.  Interestingly, interests were nearly the same although rank order varied.  The top five for women: Friendship, Family, Talking with Friends, Travelling.  For men:

Friendship, Family, Listening to Music, Movies.  The top ten were reported, as well as the skills most often cited.

 

Category: Career · Self-Employment