TRYVERTISING is all about consumers becoming familiar with new products by actually trying them out.
Think of TRYVERTISING as a new breed of product placement in the real world, integrating your goods and services into daily life in a relevant way, so that consumers can make up their minds based on their experience, not your messages.
[ Tryvertising ]
“In a consumer society dominated by experiences in the (semi) public domain — often branded, designed, themed and curated to the nines — INSPERIENCES represent consumers’ desire to bring top-level experiences into their domestic domain.”
[ Trendwatching ]
TRANSUMERS are consumers driven by experiences instead of the ‘fixed’, by entertainment, by discovery, by fighting boredom, who increasingly live a transient lifestyle, freeing themselves from the hassles of permanent ownership and possessions. The fixed is replaced by an obsession with the here and now, an ever-shorter satisfaction span, and a lust to collect as many experiences and stories as possible. Hey, the past is, well, over, and the future is uncertain, so all that remains is the present, living for the ‘now’.
[ Trendwatching ]
TRYSUMERS: “Freed from the shackles of convention and scarcity, immune to most advertising, and enjoying full access to information, reviews, and navigation, experienced consumers are trying out new appliances, new services, new flavors, new authors, new destinations, new artists, new outfits, new relationships, new *anything* with post mass-market gusto.”
[ Trendwatching ]
PERKONOMICS: A new breed of perks and privileges, added to brands’ regular offerings, is satisfying consumers’ ever-growing desire for novel forms of status and/or convenience, across all industries. The benefits for brands are equally promising: from escaping commoditization, to showing empathy in turbulent times.
[ Trendwatching ]
SELLSUMERS: Whether it’s selling their insights to corporations, hawking their creative output to fellow consumers, or renting out unused assets, consumers will increasingly become SELLSUMERS, too. Made possible by the online revolution’s great democratization of demand and supply, and further fueled by a global recession that leaves consumers strapped for cash, the SELLSUMERS phenomenon is yet another manifestation of the mega-trend that is ‘consumer participation’.
[ Trendwatching ]
RECOMMERCE | It’s never been easier for consumers to unlock the value in past purchases. Novel brand buy-backs, exchange schemes, online platforms and mobile marketplaces offer smart and convenient options for consumers keen to ‘trade in to trade up’, alleviate financial strains (double dips, anyone?), and/or quell environmental and ethical concerns
[ Trendwatching ]
CITYSUMERS | The hundreds of millions (and growing!) of experienced and sophisticated urbanites, from San Francisco to Shanghai to São Paulo, who are ever more demanding and more open-minded, but also more proud, more connected, more spontaneous and more try-out-prone, eagerly snapping up a whole host of new urban goods, services, experiences, campaigns and conversations.
[ Trendwatching ]
MATURIALISM | Thoroughly exposed to (if not participating in) an uncensored, opinionated and raw world (especially online!), experienced consumers no longer tolerate being treated like yesteryear’s easily shocked, inexperienced, middle-of-the-road audiences. Able to handle much more honest conversations, more daring innovations, more quirky flavors, more risqué experiences, these consumers increasingly appreciate brands that push the boundaries.
[ Trendwatching ]
For a long time we’ve sought a word to describe what we all work at hard here at Alcoa… IMAGINEERING is the word… Imagineering is letting your imagination soar, and then engineering it down to earth
