2007 Macro Trends

Change When I Want It

Consumers want “change” when I want it and can get it through quick, easy and inexpensive changes that are available today. Furnishings multi-task bookshelf rotates and turns in to a TV stand. Major purchases are only in the household for 3 to 10 years, a much shorter lifespan than prior generations. People are willing to sacrifice in one area to have something in another and are mastering the concept of “Trading Down to Trade Up”.

It’s All About Experience

Consumers would rather have an extraordinary experience and will pay to get it. For example, consumers concern themselves with how a roof will sound as it is rained on, in addition to whether or not it functions properly and looks good. The growth of “insperience” areas like wine cellars, meditation rooms, game rooms, etc. has increased over past years.

A Small World After All

Consumers want to communicate globally and will let others from all areas and walks of life into their life via reality tv, myspace.com, secondlife.com, blogs, etc. It is a global world and economy and will continue to grow smaller with new technology and innovation. 30 million people work remotely from their own homes and that number is expected to rise.

www.alwaysonline.com

98 million women are currently online - 65% of the population. By 2010, it is expected that 115 million women will be online. Online sales have risen 20% in the course of the year with significant increases in cosmetics and apparel.

Real Women

Brands are working to realistically portray women. Gone are the days of stick-skinny, non-achievable bodies.

Not All About the Brand Name

Consumers want brands that share their same moral code. Brands must forge higher-than-expected standards. Corporations are aligning their brands with non-profits and establishing dynamic relationships between brands, consumers and morals.

Shop, Compare, and Stay Ahead

As consumers stray from buying by brand alone, they will shop and compare an average of 3-4 shops (retail or online) before making a purchase; the availability of innovative products must be there as well. Corporations are realizing the importance placed on design. Despite letting go over 10,000 employees (in US and Europe), General Motors is looking to add 40-50 designers to the already 160-head ID team.

Nontraditional Housing

For the first time, there are more single person households than traditional family households (husband, wife, child). Currently, 90% of first-time home buyers are men but it is expected that by 2015 half of the home-buying population will be women.

New home, New Style

While the average home is 32 years old, new home construction is being branded with the likes of Ikea, Martha Stewart, Orvis and John Deere. In the building market, bathrooms are being treated as personal wellness spas, complete with coffee makers, sound systems and TVs. There is also an increase in the purchase of luxury versions of traditional household items (e.g. ovens, refrigerators and washer/dryers).

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