2. Introduction This document showcases a variety of contemporary consumer and brand trends. Polestar’s own insights are the main focus with a variety of sources used to highlight the points made, which are noted throughout the piece.

3. Trends 1. Real Time, Real World, Real Life vs. Virtual 2. Apps for Everything 3. Partnerships and Crowd-Sourcing 4. Green 5. Traditional Pursuits Reclaimed 6. DIY Dreams 7. Generous Brands 8. Mum Power

4. 1. Real Life beats Virtual world

5. a) Increased clutter in Apps as brands all seek to offer something new. Becoming an expected part of brand’s activity – and increasingly important as a marketing channel, as user numbers increase for smart-phones 2. Apps for Everything b) Enabled consumers of the best apps use, rate, feedback and send them to other users . Hugely valuable crowd-sourcing opportunity for brands in a climate where iPad apps are growing 3x faster than iPhone Apps did. c) Mobile isn’t just about apps. 10.4 m UK consumers access the internet via mobile. There are 1.6bn bank accounts in the world but 4bn phones so financial transactions will drive use.

6. c) Partnerships with other brands - trading off each other’s brand values and consumers b) Government enlisting the help of the public - crowd sourcing 3. Let’s Get Together: Partnerships & Crowd-Sourcing a) Brands forming partnerships with consumers - ultimate brand involvement. An increase in crowd sourcing is made easier through social networking

7. c) Consumers becoming more aware and conscious of the importance of ethics when making their purchases b) Increasing levels of corporate acceptance & acknowledgement of the benefits (more than just for the planet) in doing so a) Despite the recession, Green is still a major trend and is continuing to gain momentum 4. Easier to be Green

8. c) Women, especially are embracing a return to traditional pursuits but not at the expense of gender equality; negative connotations of them seem to have fallen away - they are no longer seen as old-fashioned b) Nostalgia and a “return to the good old days” sentiment is a resounding theme too. There is a desire to return to perceptively simpler and happier times. a) Recession seems to have affected people’s attitudes to leisure pursuits as well. There is a definite “back to basics” theme present as traditional values are welcomed back. 5. Traditional pursuits reclaimed

9. 6. DIY Dreams - A Continuing Trend

10. 7. Generous Brands

11. 8. Mum Power * TNS Digital Life Survey, 2009

12. Trends don’t occur in isolation Real Time Apps Crowd-sourcing Societal changes Recession, rise in consumer confidence in the internet etc Generous Brands DIY Dreams Green Mums Traditional Pursuits

13. For the full report or for more information contact:KiranKaur: kirank@polestarcommunications.comMegan Butler: meganb@polestarcommunications.com