2008: Keepin' it Real

According to the Chinese horoscope, the year of 2008 will be a year of the Rat. Eeek-factor aside, rats are incredibly resourceful, enterprising and social creatures with a knack for leadership (anyone still on the boat?). But, we don’t have to look at the stars to see that the next year will be in survival mode. From the lifestyle marketing perspective, it will be all about saving the world while enjoying it:

Save the Bag, Save the World

It’s becoming evident that dissecting ingredients and counting carbon footprints while shopping is a daunting task even if you think that’s a small price to pay for a clear conscience. In today’s global economy and with every issue having at least two sides, it’s next to impossible to accurately measure the “greenness” of a product. The obvious solution seems to be consuming less.

Quality vs. Quantity

If an oh-so-hot reusable bag falls apart after two weeks, we are back right where we started. Consuming less also means having goods so well made that they can withstand years of use and abuse. A tangible quality, not the one associated with a brand’s perception, doesn’t come cheap. The old saying “I’m not rich enough to buy cheap” will have a comeback.

Track and Confirm

Gone are the days when it was enough to slap an “All Natural” label and start counting the money.
“Pesticide/Sweatshop/Conflict/Cruelty-free” as well as “Shop & Donate” claims will have to be supported either by certification or by self-regulated transparency. Neither is perfect but admitting imperfections and acknowledging limitations will be a part of the game as well. The fact that green comes in shades will be accepted as more realistic and, ultimately, more constructive approach.

Know Your Butcher

…and your farmer, clothing/furniture/soap maker…. After decades of being safely removed from the manufacturing processes, we are, again, starting to look at where and how sausages are made. Establishing direct relations between producers and consumers will continue as a trend. The Internet made it possible to connect with customers around the world, giving an opportunity to global micro-branding.

Destination: Planet Earth

Eco-tourism already turned into a rush to see the last remaining unspoiled spots in the world. Some would argue, an onslaught of tourists only adds to pollution; others think that visitors with money will motivate locals to take better care of the environment. Either way, nobody wants the blatant commercialization that comes with mass tourism. Places wanting to attract visitors in a controlled manner will benefit from micro-branding as well. With the Internet serving as a matchmaker between discerning travelers and equally discerning destinations, all the “Best Kept Secrets” of the world might have a chance of remaining that way.

Target Demographics: Imaginary Grandkids

It’s the legacy, stupid. The “Me” generations (counting the Baby Boomers who started it all) are beginning to wonder what kind of world are we leaving behind. Individual and community interests across the borders will be less opposed to one another. Staying close to family will go beyond a family phone plan or a visa card which, according to advertisers in 2007, were the only two things keeping us together. An active lifestyle will mean participation in all aspects of life. It’s not about saving, stopping or reversing time anymore, it’s about slowing it down.

Next: Synergy in the Google World