trendwatching.com’s free Monthly Trend Briefing
September 201212 mini trends TO RUN WITH NOWConsumer and business trends that will yield you some profitable innovations.trendwatching.com/trends/minitrends

Intro 1. TECH DOMESTICS »
2. CUSTOWNERS » In a world of global hyper-consumption and creative destruction, there are now more consumer trends than 3. ONE TOUCH WONDER » you can swing a stick at. Here’s just a small selection of ‘mini’ consumer and business trends that are cur- 4. TEENPRENEURS » rently on our radar. And to underscore just how global the game has become, the mini-trends are accompanied 5. BRANDED GOVERNMENT » by examples from Dubai, France, South Africa, the US, 6. NANNY APPS & 24/7 FEEDBACK » Brazil, the Netherlands, Indonesia, Kenya, China, Spain, Colombia, Japan and many more. All begging to be as- 7. JUICE JITTERS » sessed, applied, partnered with, monetized. How’s that for hands-on NEWISM? ;-) 8. SAFETY NET » 9. TASKSUMERS » 10. SUPER-ECO » 11. REAL WORLD LIKING » 12. ARTIFICIAL SCARCITY »w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 2

1. TECH The ‘Internet of Things’ is
finally becoming reality, alarm clocks!), but you’ll get the (bigger) point and and what better way to deliver on this tech trend opportunity: than introducing applications that really serve DOMESTICS consumers, like proper ‘tech domestics’. Just a few examples, revolving around alarm clocks (yes, Winter Wake-Up Uniqlo Wake Up Winter Wake-Up is an app that functions as a In a similar vein, Uniqlo Wake Up is a free app which standard alarm clock, but (by connecting to online wakes users up with music automatically created weather forecasts) wakes users earlier than usual if based on the weather, with a melodic voice to there has been unexpected snow or icy conditions announce the time, conditions and day of the week. during the night. Users can choose not to be woken at all if extreme conditions make their commute hopeless. w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 3

2. CUSTOWNERS are consumers who
move return, and therefore only brands that are open, from passively consuming a product towards friendly, honest, trusted, transparent, and somewhat actually funding/investing, if not owning a ‘human’ will find themselves able to attract CUSTOWNERS stake, in the brands they buy from. However, enthusiastic CUSTOWNERS: these increasingly business-savvy audiences are often looking for both a financial and an emotional Buitengewone Varkens CircleUp Buitengewone Varkens is a Dutch company that CircleUp is an online platform that enables consumer accepts investments in its herd of pigs in exchange retail companies to raise funds from a panel of for pork products over a three year period. Interested investors. Companies that wish to gain investment consumers begin by investing EUR 100 in the must have raised at least USD one million in the year company’s pigs, which are bred sustainably and preceding their application. They can use CircleUp allowed to live naturally outdoors. to communicate with investors and find funding of between USD 100,000 and one million.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 4

2. CUSTOWNERS This free PR
EA IC RL E A Y- VA BIR ILA D Trend Briefing is BL E obviously only the tip of the iceberg. Leon Bonds UK-based healthy fast food franchise Leon created Leon Bonds to raise GBP 1.5 million from If you want access to ALL trends, insights and its loyal customers (rather than corporate investors), innovations we’re spotting, check out our Premium so it could further expand and open new locations. Service. Investors (of a minimum GBP 1,500 for three years) MORE» receive interest and other non-edible perks in return. trendwatching.com/premiumw w w. t r e n d w a t c h i n g . c o m MINI TRENDS 5

3. ONE For truly time
starved consumers, nothing beats See also our CASH-LESS trend. The question the simplicity and convenience of ordering or brands need to answer: is what you offer integral or paying with a single touch, swipe, tap or button valuable enough to your customers to award ONE TOUCH press. TOUCH WONDER status to? WONDER Smart Drop Red Tomato Pizza The Evian Chez Vous website lets residents of Paris The VIP Fridge Magnet from Dubai’s Red Tomato order bottled water for direct delivery to their homes Pizza allows customers to order their favourite and businesses. Users can order other products from pizza at the touch of a button. Members of the the Danone group, including Badoit or Volvic water. loyalty program were sent free magnets, which use In 2013, the service will be accompanied by the a smartphone’s Bluetooth functionality to connect Smart Drop; a wifi-enabled fridge magnet allowing to the Internet. Once customers have pressed the members to order water automatically by pushing a button on the magnet, the pizza is delivered to their button. registered address.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 6

3. ONE TOUCH Ushuaïa Ibiza
Beach Hotel Yes, these are turbulent times, but you can still excite consumers. WONDER Learn how at one of our Consumer Trend Seminars (until Oct. 2012). Don’t miss out! Ushuaïa Ibiza Beach Hotel teamed up with Barcelona-based biometric payment Give us half a day of your time, and leave the room provider PayTouch so that guests (who register knowing about every consumer trend, insight and upon arrival) can make payments with their innovation that needs to be on your radar! fingerprints. All the facilities at the destination are equipped with print scanning devices so that visitors trendwatching.com/seminars needn’t carry their wallets or cards around.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 7

4. For many, entrepreneurialism is
a new status create and grow a business with little investment. symbol, with tech entrepreneurialism at the top of In the years to come, expect plenty of budding the pyramid. Young people especially are hungrily teenage tycoons to take on traditional, serious, TEENPRENEURS going after entrepreneurial opportunities, as they’re ‘proper’ yet often-out-of-touch businesses: empowered by (and indeed, more proficient in) the online technologies that make it possible to both Hiccupops Teens in Tech Incubator Connecticut-based Hiccupops, a sweet innovation The Teens in Tech Incubator (Silicon Valley) is an from 13-year-old entrepreneur Mallory Kievman, eight week hands-on program for entrepreneurs produces lollipops that put a stop to hiccups. between the ages of 13-19 who are serious The combination of apple cider vinegar and sugar about building products and learning about stimulates the nerves in the user’s throat and cancels entrepreneurship. the hiccup reflex.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 8

4. TEENPRENEURS I Love My
Life Caine’s Arcade Chinese twin sisters Viviandan and Miu Miu run the Caine’s Arcade, a film about 13 year old, California- fashion blog I Love My Life under the username based Caine Monroy’s hand-built cardboard arcade, 呛口小辣椒 (which in English means ‘Tiny Chili became a viral sensation and led to the creation of a Peppers’). The fashion blog is so popular that there scholarship fund for innovative kids. are thousands of items on ecommerce platform Taobao tagged with their Chinese username. The teenagers earn money from the site by featuring products.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 9

4. TEENPRENEURS Summly Junior MasterChef
Australia Developed by 16-year old Nick D’Aloisio in Junior MasterChef, is a spinoff from the MasterChef his London bedroom, Summly is an app that series that started in the UK and has been aired in condenses information from web browsing into 29 countries worldwide. This weekly series features simple summaries. The software uses artificial kid home chefs aged 8 to 12, competing against one intelligence, a specialized coherence algorithm, and another in a point system to be declared the best machine learning to help collect the most relevant kid home chef in Australia. They are judged by the sentences from text. adult MasterChef judges, guest chefs and even have cook offs against adult celebrity chefs. Unlike the adult series, these kids are shown techniques, helped by the judges in a pinch and given more positive feedback. Even those eliminated are given prizes. The winner of the Junior MasterChef title is given an AUD15,000 trust fund.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 10

5. BRANDED Governments in the
‘developed’ world are (running) Basically, BRAND BUTLERS, but on a civic scale. out of money, while in many ‘emerging’ nations And yes, we know that in an ideal world, brands and cities, governments can’t keep up with the shouldn’t have to do this, and that brand-creep is breakneck demand for their services. All this always a potential issue. So apply wisely: GOVERNMENT creates huge opportunities for brands that offer more than just products and services for sale. OUTsurance Pothole Brigade OUTsurance is a South African insurance In South Africa, insurance firm Dial Direct launched company that put traffic wardens on the streets of the Pothole Brigade, a road maintenance initiative Johannesburg, Cape Town and Tshwane – to ease that repaired over 50,000 potholes (at a cost of ZAR the traffic flow at dangerous or congested junctions. one million per month) in and around Johannesburg, as drivers reported them. Sadly, red tape recently killed the initiative, but there are plenty of other cities that could benefit from a similar set-up.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 11

5. BRANDED GOVERNMENT Telefonica Vivo
Nissan: The Big Turn On The Brazilian Secretary of State for Health and From March-July 2012, Nissan ran a contest in telecommunications company Telefonica which Europe-based visitors to its The Big Turn On Vivo partnered to launch an initiative to fight dengue. website could click a button to ‘turn on’ their city. Vivo sent 50,000 SMS to its customers living in the Nissan awarded Linschoten in The Netherlands the State of Maranhão (where dengue is a problem) city with the most ‘turn ons’, offering 30 quick electric explaining how to ensure that they stayed dengue- charging stations to develop the area’s infrastructure free. for electric vehicles.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 12

5. BRANDED GOVERNMENT Terra Wi-Fi
Mabe Mexican internet provider Terra launched a Colombian white goods campaign in partnership with marketing agency DDB manufacturer Mabe launched a campaign in Q3 Mexico, encouraging dog owners to clean up after 2011 to promote its water-saving washing machine their canines in exchange for free wifi. Dog owners (which uses 180 liters less water than similar models that disposed of their animal’s feces in one of the per load). In converted buses and retail outlets in dedicated boxes (located in ten of Mexico City’s Bogota, Mabe set up booths where individuals could parks) received wifi credit. push a button to donate clean water to rural towns in Colombia. Each booth was connected with a webcam so that the villagers saw exactly who was donating water. In two weeks, 15,000 participants helped donate 50,000 liters of water.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 13

6. NANNY Online, there’s no
shortage of useful information and Which is why consumers will welcome products, good advice. Indeed, there are few areas left where apps or services that (constantly) monitor, consumers are genuinely in the dark about what remind, prod and even force them to behave and APPS & 24/7 they should be doing. Of course, actually doing it is perform ‘better’. Check out these NANNY APPS another thing entirely. (and re-read our DIY HEALTH trend): FEEDBACK LUMOback Audi’s e-bike Wörthersee California-based LUMOback aims to improve a Audi’s e-bike Wörthersee features an onboard user’s posture through a combination of small, computer that connects to a smartphone, offering wireless sensors and a smartphone app. It will challenges and tips on how to improve performance. monitor posture in real time and send reminders to sit An online point-rewarding platform enables users up straight using vibrations. to keep track of successes and compare their achievements with fellow cyclists.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 14

6. NANNY APPS & 24/7
FEEDBACK Color Frame Play & Connect Japan-based Color Frame is a mobile app designed The Babolat Play & Connect tennis racquet provides to help users track the condition of their skin over real-time information (via integrated sensors) on time. Users take four photos of various facial gameplay, which can be used to improve technique areas, which are scored on factors including spots, and share results online. dullness, and pore size; results can be saved for future comparison.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 15

6. NANNY APPS & 24/7
FEEDBACK GymPact Nike + FuelBand GymPact offers users cash incentives to use The Nike + FuelBand is a wristband that tracks their gym and exercise. Individuals create a ‘Pact’ movement, calorie intake, and completion time for regarding how many times they plan to visit the gym specific tasks. The device can be set up to monitor during one week, and how much they’re willing to the wearer’s efforts toward pre-programmed goals be fined. If users meet their target, they earn a cash (the LED display turns from red to green with reward; if they don’t, they pay a fine to the GymPact progress), which can be managed by computer or community. iOS smartphone.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 16

6. NANNY APPS & 24/7
FEEDBACK 22seven SuperBetter 22seven is a financial services platform that looks SuperBetter is an online social game, which aims to at users’ bank statements to determine where they enable consumers improve their health and wellness could save money. Consumers can see where they through challenges - which might include anything generally spend money, and where they might be from quitting smoking to losing weight. overspending. Then they’re offered strategies and plans to help reduce the outgoings.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 17

6. NANNY APPS & 24/7
FEEDBACK Runtastic Caffeine Zone Runtastic offers a selection of products to Caffeine Zone is a free mobile app which allows accompany its mobile fitness app. The GPS Pulse users to monitor their caffeine intake. It advises on watch analyzes performance by monitoring GPS the best times to consume caffeinated beverages for and heart rate data, which is then synchronized optimum mental alertness, as well as when to avoid with the runtastic site. The chest strap syncs with caffeine in order to sleep soundly. the runtastic PRO mobile app and offers users a personal coaching experience.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 18

6. NANNY APPS & 24/7
FEEDBACK NHS Health Apps Kahnoodle The UK’s National Health Service (NHS) began to Kahnoodle uses web and mobile technology to help recommend health apps to patients (such as a build and maintain good relationships. Couples are mobile drinks tracker), after finding that 25% of the given a “relationship dashboard” which displays key users of the NHS Choices app or website visited their metrics on the health of their relationship through doctor less frequently. simple diagrams.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 19

7. JUICE In a world
that is completely dependent on being for anyone addicted to an online lifestyle. An connected, with ever-more powerful and exciting absolute miniscule snapshot of the JUICE JITTERS devices, it’s now actually extended battery life examples coming our way on a daily basis: JITTERS and charging options that are the holy grail PowerTrekk Vodafone and Richard Nicoll US-based lean tech firm myFC developed the Vodafone UK and fashion designer Richard PowerTrekk, a USD 225 portable fuel cell charger Nicoll created a handbag that can power a mobile that runs on water. It can be used to charge mobile phone while on the move. After the bag is charged devices, such as smartphones or digital cameras. from a mains power outlet (using a cable that magnetically attaches to the exterior), it carries up to two days worth of extra battery.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 20

7. JUICE JITTERS Anthony Mutua’s
Crystal We-Bike Chip Belgian We-Bike table uses the power of its uers to Anthony Mutua, a Kenyan entrepreneur, developed generate electricity for devices such as laptops and a tiny chip of thin crystals (insertable in the sole of cell phones during meetings, while providing gentle any shoe), which can gather and store energy as exercise. the wearer walks. Devices can be charged via a thin extension cable that runs from shoe to pocket, and it costs KES 3,800 (approx. 45 USD) to fit any footwear.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 21

7. JUICE JITTERS LumineXence Power
Felt The Lotus charger from Italian product design Power Felt (not yet in mass production) is a flexible brand LumineXence is a solar-powered electric thermoelectric fabric that can be attached to a vehicle charger, which also functions as an LED smartphone. The device is then able to convert body streetlamp and bench. heat into power, and charge the battery whilst inside its owner’s pocket.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 22

7. JUICE JITTERS Sony Japan
TUMEChip Sony Japan’s wind-up mechanical USB charger is TUME is a project from Mexican design studio for places or situations (natural diasters for example) NOS that helps reduce the dangerous energy theft where no power is available. Three minutes of prevalent in informal economies without access to winding up, gives users one minute of talk time, the grid. The TUME BASE station can be installed whilst five minutes of winding yields one minute of on lamp posts or other hubs, and users then plug web browsing. in a TUME ACCESS device to gain access to pre- purchased electricity (similar to prepay cell phone credit), available from local vendors, scratch cards or SMS.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 23

8. SAFETY The benefits to
both accessing and contributing to services and (especially) apps, that help keep the wealth of information appear to have no end. people safe, right when they might need it most. Indeed, far from simply making life more efficient and NET enjoyable, there are now a whole host of products, Agentto Seguridad en Linea Agentto is a free mobile app from Brazil that Colombian site Seguridad en Linea is a platform provides rapid access to safety services. Users can for netizens to alert each other to security-related also create a network with up to 12 people who incidents. Members report and monitor real time can be instantly alerted to their precise location in activity by location, in categories such as robberies, dangerous situations. scams, violence or terrorism.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 24

8. SAFETY NET China Survival
Guide Softbank The China Survival Guide is a free iPhone app that Softbank released the Pantone 5 107SH in Japan, tracks food and health scandals across China, so a smartphone with an inbuilt Geiger counter. users don’t need to keep up with the news reports The Android device can measure radiation in the themselves. It was downloaded 200,000 times within surrounding air to within 20% accuracy, via a button a week of launching. adjacent to the LCD screen.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 25

8. SAFETY NET PR EA
IC RL This free E A Y- VA BIR ILA D Bicibuscadores Trend Briefing is BL E obviously only the tip of the iceberg. Bicibuscadores (‘Bikehunters’) is a Spanish social network, set up with the aim of reducing bicycle theft. Users who have been the victim of theft can indicate on an online map where their bike was stolen, thereby alerting others to places where thefts If you want access to ALL trends, insights and happen frequently. innovations we’re spotting, check out our Premium Service. MORE» trendwatching.com/premiumw w w. t r e n d w a t c h i n g . c o m MINI TRENDS 26

9. If CUSTOWNERS are consumers
who own a stake with more and more ways for consumers to make in a venture, SELLSUMERS are consumers who money, we’re now seeing rapid growth of what we’ve make money from selling their insights to dubbed TASKSUMERS: consumers who make TASKSUMERS corporations, hawking their creative output money from carrying out small tasks, for other to fellow consumers, or renting out unused individuals or corporations. Amazon’s Mechanical assets. As the SELLSUMER trend has steadily Turks, and ShortTask already lead the way, but do evolved since we started tracking it five years ago, also check out the following ventures: Foap PleaseBringMe Foap is an iPhone app that helps users earn money PleaseBringMe is a website from Turkey, which from the photos they take on their phone. Members enables users to request that incoming tourists bring upload their pictures onto the Foap Market, where hard-to-find items from outside their own country in they are tagged by category and sell for USD 10 return for a reward. each. If an image is bought, the money is split so the photographer earns USD 5.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 27

9. TASKSUMERS mClerk Bistip Microsoft
and the University of Toronto tested a Bistip is a peer-to-peer courier service from mobile program in India that allows low-income Indonesia that helps travelers to discover (and individuals without a computer or smartphone, negotiate a fee with) an individual that needs to use old USD 10 cellphones to complete paid something delivered to their end destination. tasks. mClerk sends images as bitmaps that can be viewed on low cost devices with basic displays. Participants type out the words displayed in the images for a reward of phone credit.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 28

9. TASKSUMERS Vites CloudFactory Japanese Vites matches
people with talent and/or CloudFactory has access to over half a million time, to those who need to get things done. Users remote laborers from emerging markets that work can create a Vites account using their Facebook on digital tasks. Workers can be divided into stations profile and then start listing their service. When a user (like a factory assembly line) depending on their skill finds something of interest, they press the outsource level, where they check the previous station’s work button. Vites charges a USD 5 service fee for every for errors. ‘Cloud Worker Kits’ will be offered in future, transaction. When the worker signals the completion providing the web-enabled devices that low-income of a task, payment is transferred to their PayPal individuals need to participate. account.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 29

9. TASKSUMERS Gigwalk EasyShift Gigwalk is
a free app that provides businesses with Launched in May 2012, EasyShift is a smartphone a temporary, mobile workforce. The app connects app from San Francisco that rewards users for users (known as ‘Gigwalkers’) with companies that completing ‘Shifts’ (tasks for other businesses). Shifts need on-location tasks completing. Gigwalkers are mapped out so that users can find the nearest are paid to collect, capture and report back with available one, whether it’s answering a few questions, real-world data, using their smartphone. The app or taking a picture of a promotion at a shopping pushes each ‘Gig’ to the appropriate person based mall. Payments are made daily via PayPal, and on their profile and real-time location. Tasks include regular users can build on their reputation to reach verification of urban data (such as street names), opportunities for higher pay. confirmation of in-store product placements, and information on local real estate.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 30

10. The quest for sustainable
consumption continues, have to step up a gear, and embrace SUPER-ECO, but with many consumers ever more skeptical where every aspect of the product or service is of half-hearted eco-initiatives, or indeed seeking unquestionably and utterly sustainable. SUPER-ECO truly compelling eco-stories, eco-producers will Honest by EcoClean Launched in Belgium in January 2012, Honest by is US-based aluminum manufacturer Alcoa unveiled a an apparel brand and etailer which offers sustainable, new solution to deal with urban pollution. Reynobond fully transparent garment collections for men and with EcoClean is a ‘smog-eating’ material which women. For every product available on the Honest cleans both itself and the air around it, decomposing by site, full information is available on manufacturing the smog, pollutants, fumes and dirt that can coat a (including working conditions), material and supplier building’s surface. sources, pricing, and ethical or organic certifications. As Honest by supports animal welfare, no apparel using leather or fur is available, and wool is certified as recycled, organic or from ethical sources.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 31

10. SUPER-ECO Gru Grococo Lowline
Park Gru Grococo chocolate bars are made from organic The Lowline Park (once completed) will be a large cocoa harvested and roasted at a solar-powered 13-acre subterranean park, constructed on the site microfactory in Grenada. They are transported to of a disused trolley terminal in New York City’s Lower the UK via wooden sailing ship (Fair Transport). East Side. A system of fiber optics and solar panels During the journey, products are cooled using solar will light the space and support photosynthesis, and wind-powered refrigerators. The bars cost GBP meaning that plants and trees can survive 11.95 each, with 100% of the profits going to the underground. producers.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 32

11. REAL Consumers’ desire to
broadcast their lives on social more, plus an example of visualizing the number of media is truly unabated (check out SOCIAL-LITES), online likes in the offline world. Sounds confusing? and ‘liking’ things is an integral part of that. Last The examples will make sense: WORLD year we saw the first initiatives to bridge the offline physical world with online liking: here are a few LIKING Coachella Festival C&A Attendees of the 2012 Coachella festival in C&A introduced special Facebook-integrated California were given encrypted NFC enabled hangers across stores in Brazil. The hangers display wristbands instead of tickets. Those wearing the the number of times items have been ‘Liked’ on the wristbands could wave them at various stations brand’s Facebook store, updated in real-time, so that around the grounds and their Facebook status would shoppers can see the popularity of specific products. automatically notify their friends which stage they were at, and which band they were watching at that moment.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 33

11. REAL WORLD LIKING RFID
Bracelets Yes, these are turbulent times, but you can still excite consumers. Learn how at one of our Consumer Trend Seminars (until Oct. 2012). Don’t miss out! Several theme parks, including Wavlibi in Give us half a day of your time, and leave the room Belgium, Luna Park in Australia, and a temporary knowing about every consumer trend, insight and space set-up by Coca-Cola in Israel, have innovation that needs to be on your radar! introduced RFID bracelets that let visitors update their Facebook status while on the move. By swiping trendwatching.com/seminars their wrists over sensors before going on rides, participants can ‘Like’ features, notify friends about their activities, and have their pictures captured and tagged.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 34

12. If individualism is the
new religion, then uniqueness So expect the ARTIFICIAL SCARCITY trend (even is its goddess. Consumers stand out by doing, more products, services and experiences that visiting, owning, wearing, eating, driving, enjoying take scarcity to a carefully crafted extreme), to ARTIFICIAL those products and services that (most) others continue to make waves for quite a while to come. A don’t. Yet, with mass prosperity and mass access, few examples (music and food & beverage, but the that’s becoming an ever-harder feat to achieve trend applies to all B2C industries) to get you going: SCARCITY (see also our recent Trend Briefing on NEWISM). Adam Tensta Doughnut Vault Adam Tensta launched his latest song online in a The Doughnut Vault is a Chicago bakery that closes format which meant that only one person could listen its doors after it sells out of doughnuts. Once the last to the track at a time. After installing the necessary pastry has been bought, it does not reopen until the app from Tensta’s Facebook page, fans that wished next morning. to hear Pass It On had to take a place in the digital line.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 35

12. ARTIFICIAL SCARCITY Absynthe Minded
Liberty Coffee Belgian band Absynthe Minded released its latest Liberty Coffee is a small speakeasy café in music video on a dedicated website where the clip Singapore, that freshly roasts and serves single origin could only be viewed while it was being played live coffees and homemade cakes. They are open when on the radio. Fans of the band were encouraged to they get a new shipment of coffee in for tasting i.e. contact their local station to request the track. on random days, and sometimes stay closed for over a week at a time. To find out when they are due to open, customers need to like and follow their Facebook page for updates.w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 36

NEXT Next is that you
run with these mini-trends. Or at least with one of them. But more than one is better ;-) Apply them to your business. Your industry. What new business concepts, new products/services/experiences or new campaigns can you come up with if you get some colleagues together and brainstorm for 30 minutes per selected mini-trend? Hey, you can sleep when you’re dead. Our next Trend Briefing will feature a MEGA trend, coming your way early October, so make sure you’re subscribed! w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 37

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