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trendwatching.com’s free Monthly Trend Briefing                    September 2012


12 mini trends TO RUN WITH NOW
Consumer 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/premium




w 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/premium




w 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
NEXT
 Enjoyed this Trend Briefing? Want more?
 Click below and make sure you stay on top of all the trends, insights
 and innovations that matter:




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    Share this Trend Briefing your team, your          Want to track and apply trends yourself? Click                        Need access to all the vital consumer trends, insights
    clients or your friends, and make sure they’re                                                                           and innovations? Our Premium Service is for you.
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If you have any comments, suggestions or             About us
questions then please do let us know. Just           Established in 2002, trendwatching.com is       world’s leading brands as clients, while our free
email:                                               the world’s leading trend firm, scanning the    monthly Trend Briefings go out to over 160,000
                                                     globe for the most promising consumer trends,   subscribers in 180 countries.
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trendwatching.com’s MINI TRENDS

  • 1. trendwatching.com’s free Monthly Trend Briefing September 2012 12 mini trends TO RUN WITH NOW Consumer and business trends that will yield you some profitable innovations. trendwatching.com/trends/minitrends
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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/premium w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 5
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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/premium w w w. t r e n d w a t c h i n g . c o m MINI TRENDS 26
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. 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
  • 32. 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
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. NEXT Enjoyed this Trend Briefing? Want more? Click below and make sure you stay on top of all the trends, insights and innovations that matter: Previous Trend sign up Briefings Trend Seminars To receive our free monthly Trend Briefings Read all our previous free Trend Briefings, all the No time? Attend one of our exclusive trend seminars by email way back to 2002! and hear about all the key trends, in just half a day. Share tips Premium Service Share this Trend Briefing your team, your Want to track and apply trends yourself? Click Need access to all the vital consumer trends, insights clients or your friends, and make sure they’re and innovations? Our Premium Service is for you. here for our top tips. in the know too. If you have any comments, suggestions or About us questions then please do let us know. Just Established in 2002, trendwatching.com is world’s leading brands as clients, while our free email: the world’s leading trend firm, scanning the monthly Trend Briefings go out to over 160,000 globe for the most promising consumer trends, subscribers in 180 countries. ANDREA THORN insights and related hands-on business ideas. More at Head of Client Services Our Premium Service counts many of the www.trendwatching.com andrea@trendwatching.com