Update on Trends for 2010

OK, one month down, 11 more to go! With January almost finished, we are already feeling validated with some of the predictions we made for 2010. Recently a few articles were published that supported a couple of our predictions. Also, recent developments on the political scene give us further validation on our prediction about rage and dissatisfaction with the status quo.

One of the projections we made was that "Out of Brokenness: New Ideas and New Industry" . This article published on January 9th, 2010, supports our point of view.

"The Return of Rage and Dissatisfaction in Music, and Politics:
Frustration at the status quo"

Last Tuesday, late Senator Ted Kennedy's seat was won by a Republican, Scott Brown, who ran as a populist or "man of the people" and won. Massachusetts is an overwhelmingly Democratic state, almost 3 to 1, Democrat to Republican. Analysis of voters however showed that their choice for Brown was driven by their dissatisfaction with what was taking place in Washington.

"Couponing, and Thrift/Discount Shopping are here to stay"

The economy has not really recovered and most likely will not recover with unemployment levels remaining high. This article also published in the NY Times on January 8, 2010 takes a look at the impact of the economy and the ongoing need for discounting and specials at restaurants to keep customers coming in, particularly young people.

CultureLab's 2010 Trends to Watch

Top Ten Trends To Watch in 2010

CultureLab monitored social media chatter during the last quarter of 2009 to get a grasp on evolving trends. We also conducted in-market explorations in Houston, Atlanta, Los Angeles and New York. Finally, our Trend Summit in December was a success and helped us glean even more about the trends expected to make an impact in 2010! From lifestyle, technology, media and fashion to music, politics, consumerism and street culture, we explored it all. We're pleased to bring you CultureLab's Top Ten list of the areas we believe will be noteworthy and notable among the "New" general market -- the young adult, hyper-fragmented, tech savvy, diverse and cross-cultural group of consumers. Enjoy!

CultureLab Trends Summit Link

What to Look For in 2010

1.Proliferation of Netbooks and Cloud computing
The Year of Mobile Computing and the Cloud:

The continuing enhancement and availability of cloud computing will negate the need for storage and applications housed on your pc. Netbooks offer a price point and functionality that is appealing.

Netbook Link


2.The Return of Rage and Dissatisfaction in Music, and Politics:
Frustration at the status quo.

According to the Bureau of Labor Statistics, the unemployment rate for teens stands at 26.7% (December 2009) College Students are also graduating with little to no job prospects. As this situation continues, there will be growing discontentment among these groups. We think it will surface in the areas of politics (2010 midterm elections) and in music and online social movement. Recently in the UK, we saw evidence of this. Take a look at this CNN video:

Rage Link


3. Couponing, and Thrift/Discount Shopping are here to stay

Money continues to be tight for many young adults due to high unemployment and high levels of underemployment. Young people do use coupons, and the research shows that it is not a fad. Also, Black Friday of 2009 ushered in a new era of people using social media to find the best deals. Promotional codes, online coupons and Twitter will be a necessity for retailers who want to get people to spend.

According to the PMA Coupon Council, coupons are more influential in purchase decisions to 18-24 year olds in four out of the eight retail categories measured than the general population, including:

* Electronics (37 percent vs. 23 percent)

* Apparel/Clothing (31 percent vs. 24 percent)

* Car/Truck (11 percent vs. 8 percent)

* Telecom Services (9 percent vs. 7 percent)

* 54 percent of 18-24 year olds were influenced to purchase a grocery product
(food/cleaning/beauty) because of a coupon.

* 46 percent of 18-24 year olds were influenced to eat at a particular restaurant
because of a coupon.

* 37 percent of 18-24 year olds were influenced to purchase a particular
electronics product as a result of a coupon. (PMA Coupon Council)


4. Out of Brokenness, New Ideas and New Industry

Throughout the course of our research in the last four months of 2009, we were struck by how many times we heard from young people that in their view things were "broken". They have witnessed a near collapse of the world economy, increasing unemployment, bankruptcies of established companies, etc. Brokenness however, is perceived as opportunity. They have the energy to bring forth new business models and new industries. We expect 2010 will be the advent of many innovative and green oriented industries.


5. Geolocation apps for the Mobile Phone will Explode

The popularity of applications like Foursquare in cities like New York and Los Angeles will gain more traction in other urban centers and become more mainstream. This will be the year of functional geolocation apps for mobile.

Geolocation Link


6. Pop Electro Disco supplants Hip Hop as the global beat

2009 may go down as the year of Hip-Hop's official marginalization. Hip-Hop is not dead it is just not the popular music focal point it once was in the previous decade. Look for more auto tune vox/electro beat/disco to be the dominant genre in 2010- much like it was in 2009. Lady Gaga, and her like minded compadre's will more than likely continue to move people to their beat.

Pop Electro Link 1

Pop Electro Link 2


7. Tried and True Will Be Best

Money-the lack of it-will be the 800 pound gorilla in 2010, people will be extra judicious with spending. Based on our research, people will gravitate to the tried and true. New products that don't address value and immediate and pressing needs will have a hard time gaining traction. Consumers are expected to stick with the classics and what they know. Take note of the Classic Americana fashion trend developing. We also predict that Vans sneakers will be the hot brand of 2010. Vans are classic, inexpensive and are offered in many colors and styles.


8. Technology Will Not Keep Us Together

Katy Alonzo, a social media researcher for Publicis, presented at our Trend Summit. Far from bringing us together Alonzo believes social media is ripping us apart. She spends much time monitoring online chatter, and she spoke ominously about some of the growing hateful chatter as it relates to politics and hate towards people of different ideaologies, class, or ethnicities. Just as in the offline world, people in the online world are comfortable with those who share their values, class, and identity. They tend not to reach out to others who may be different. Look for points of view to harden, and more strife and division to surface.

Technology Link


9. The Young and the Sharp

As times remain challenged and serious, people are going to dress up more in 2010. The era of sloppiness in dress and casual Fridays is so '00's. Young people are rediscovering "dressing up" and it is driven by a new pragmatic sense that to make progress, get a job, and be taken seriously you have to look the part. As one of our speakers at the Trend Summit, Michael Hastings-Black, mentioned, it is the "grown ass man" syndrome that is inspiring people to dress up more. Here is an example of this in the context of menswear:

Young and Sharp Link


10. The General Market Will Be Re-Defined

We predict that the 2010 Census is going to shake things up a bit on the demographic front. Marketers will be confronted with how to approach marketing to the fast growing second and third generation Hispanics born in the U.S. Also, the numbers of bi-racial young people will continue to grow and make an impact. It is our view, that these dynamics will force agencies and companies to redefine what the general market means. In the agency world, the traditional Hispanic agency will find its relevancy challenged as general market agencies will grab more budget at the expense of shops focused solely on ethnicity. Some may argue to the contrary but we support the view that as marketing budgets are challenged efficiencies in advertising will be sought.

General Market Link

Happy New Year!!!

It’s a new year, and a new era for CultureLab. All I can say is whew! We survived ’09. As many of my peers in the marketing services and advertising industry know, 2009 was a brutal year, but like someone who finishes a marathon we have a HUGE since of self-actualization and achievement.

Despite the tough economic environment CultureLab managed to survive and enhance our service offerings for Clients. We have been at it for four years now, and we realize that we are well on our way to creating a successful track record of doing great work for our Clients, as well as being at the forefront of using consumer research and lifestyle intelligence to build effective marketing outreach.

So what is CultureLab and what do we do?

My answer is, we are a Southwest U.S. based communications agency that focuses on the use of consumer research and lifestyle intelligence to connect brands and institutions to the “NEW” general market.

The “NEW” general market is a market that is more tech savvy, more diverse and more fragmented than in the past. Our niche is helping companies that are a bit challenged in connecting to consumers in this new marketing environment.

There are four key parts that make up the whole of CultureLab:

CultureLab Consultancy
Digital Lab
POS Lab
Experience Lab

To see examples of our work and our specific services, check out our website at http://www.culturelabcreative.com

We are wishing all of our friends, followers, and clients a very prosperous and successful 2010! God bless!

CultureLab Trend Summit

Last Saturday, on December 5, 2009, CultureLab held its first annual Trends Summit where we brought in talented thinkers to pontificate on what they thought was going to be monumental in 2010. We were thrilled to have academics, social media strategists, culture guru's and art and technology college students from UTD in the mix.

http://www.flickr.com/photos/31172651@N02/

CultureLab likes to keep it fresh so we brought a little innovation to the summit by having Fahamu Pecou and Michael Hastings-Black to Skype in from Atlanta and Brooklyn respectively, we also tweeted throughout the event from @clabcreative, #2010 Trends. Last year we did something similar for Saatchi NY and their General Mills client but this year, we thought we would do it for CultureLab's own learning and development.

It was clear that the economy, the dearth of jobs, and mobile OS development are going to be HUGE shapers of things to come as it relates to young people and consumer behavior. The word "broken" kept coming up but it was used in the context of out of brokeness good things can come, "a genesis of revolution" so to speak. Also one other striking statement made during the conference by Katy Alonzo who is a social media researcher was that "technology is ripping us apart, not bringing us together". She really made us think differently about polarization that is facilitated by technology.

Stay tuned for our Top 2010 Trends to Look for which will be published in early January. We also shot video of the summit which will be available for viewing by 12/28. A big thanks goes out to our sponsors: 7-11, Dr Pepper Snapple Group, Waxpoetics, and Frank 151.

Black Men Under The Radar

Today, we are very honored to have our first guest blogger, the legendary researcher/ethnographer, Pepper Miller of the Hunter-Miller Group in Chicago, http://www.huntermillergroup.com. She has given us a thought provoking take about the view of Black men as typically shown in the media and how fair and authentic representation of them rarely takes place. We are grateful to Pepper, and welcome your feedback on her post.

Clayton and LaNise Ollarvia’s Atlanta wedding was wonderful. She was the classic beautiful bride and he the handsome groom. The bridal party was striking and the parents proud and tearful at times.

What captured my attention and became the impetus for this post, was the constant conversations taking place from every corner of the wedding reception about Clayton’s groomsmen. Heard at the tables, the bar -- even in the restroom, guests were buzzing about the young men’s charm, intelligence and wit. Importantly, many surmised –unaided by this researcher-- that the groomsmen’s behavior was not uncommon and therefore questioned why more positive stories and images of Black men aren’t seen in the media.

The National Urban League’s annual State of Black America Report typically paints a truthful, but often dismal picture about the current situation and outlook of Black America and particularly Black men.

While this information is not inaccurate, the National Urban League and many service organizations typically rely on the harsh realities of Black America to secure grants and funding for social service programs that are sorely needed and appreciated in Black communities across the nation. I am not, by any means, implying that these social service reports are not welcomed or valued--they are. However, there is another side. It’s the story about Black America and Black men that often does not get told.

In general, Black men tend to be younger (29.5 v.35.4) and as a segment, has been growing three times the rate of the white males. Although educational attainment fluctuates, more are recognizing and embracing education as a means for overcoming societal barriers and advancing oneself. In fact, from 1976-2004, Black male college graduates doubled. Additionally, Black men are taking more responsibility for their families; two parent families increased at nearly double the US rate from the last Census. Many also have assumed significant roles in business, politics, sports entertainment and other areas. Additionally, The Black America Study www.blackamericastudy.com identifies one of its eleven segments as “Black Onliners". This segments includes a majority of Black men who are 97% online, educated, moderate income earners, have a majority of Black friends and respond favorably to targeted Black advertising.

Often copied is Black men’s invaluable influence on global culture. Think: swagger, language, music, fashion and being early adaptors of technology. Importantly, Black men are the arbiters of cool. They don’t own it, but interestingly, they are the only group that looks to each other, and not to others, to determine what is hip and cool-- and the world follows.

Ghettoization of Online Social Networks

For about a year now, CultureLab has been telling our clients and followers that there is a growing class divide online with social network choice. It was one of the key points I made at this years YPulse Youth Marketing Panel on Marketing to Multicultural Gen Y'ers back in June. Yesterday, CNN reported the statistics around this growing trend.

http://www.cnn.com/2009/TECH/science/10/13/social.networking.class/

Swagger Paris at NYC Fashion Week

Check out what's shakin' at NYC Fashion Week:

http://www.swaggerparis.com/

Millennials and Financial Fitness

According to a recent research study conducted by Charles Schwab, 71% of 23-28 year olds polled said they are extremely concerned about the U.S.’s economic future. More than half, 53%, were very concerned about their personal financial future. Needless to say, the economy is extremely challenged right now and the job market is very, very bad.

For Millennials the severity of the economic downturn has been a discombobulating experience, especially in light of the fact that our generation's identity has been shaped during the height of American consumption and excess. So what is going to happen now? Are there tools out there to help us navigate this new economic reality and help us plan for our increasingly cloudy financial future?

One of CultureLab's Clients, EDS Credit Union, contracted us to develop programming and outreach that would help attract younger members to their Credit Union while helping them to become more aware of the importance of financial planning and financial fitness. As a consequence we came up with TheArrivalGuide.com. It is our hope that this is step one to more companies and financial institutions being more sensitive to the needs of our generation. Check it out, let us know what you think, and please feel free to tell us how we can make it stronger.

Financial Help for Young Professionals

If you need help with your finances check out www.thearrivalguide.com

CultureLab has won Honorable Mention for the ADCOLOR Innovator Award

It was announced today that CultureLab's founders, Philip Moore and Kevin Walker won Honorable Mention for the 2009 ADCOLOR Innovator of the Year Award.

With more entries than ever before it is indeed an honor to be among the crème de la crème of the ad industry. Philip and Kevin were also the ONLY honorees from a small agency to be recognized. Check out the list of all honorees at: http://bit.ly/LOXdU. Also to know more about the ADCOLOR Awards check out : www.adcolor.org

Chicago Movements

Recently, our intern and Chicago based blogger, Devin Walker, interviewed a brotha by the name of Krabby who happens to be the manager/proprietor of hot streetwear/sneaker boutique, St. Alfred in Wicker Park. Chicago is coming up in the game in its streetwear and sneaker options and St. Alfred is leading the way.

Mr. TasTees Visual Mix Tape — "A Crazy Trip In Chicago" from Anthony Esquivel on Vimeo.

We learned alot about what's happening in the CHI by talking with Krabby:

Q1: I understand STA is apart of Kicks/HI what is it about Chicago style or just Chicago in general that made Chicago the first place to open a store on the mainland rather than NY or LA?

A1: The city didn't have something like this whereas LA and NY had places like it already. When we opened up in 2005, we weren't the first but there wasn't anything like this here.


Q2: If this boutique had to have a motto what would it be?

A2: Saint's rise above…..

Q3: How has the Chicago Style of dress changed over this decade?

A3: It's become more embracing of skate culture like SB's DC, but what has changed is that there is more acceptance of different styles. Before, if a shoe wasn't a AF1 or Jordan it was called a fake AF1 or Jordan.

Q4: How do you see the state of Chicago fashion moving in the coming years?

A4: It will continue to spread from the old norm thanks to people like Kanye and Lupe. Kanye has the reach in the urban community and the larger mainstream commercial aspect of America to be a influence in both.

Q5: With the economy's current state, what do you think would be the X factor for a store such as this one to get new clientele?

A5: A good product is what's key. Some people are still buying the high end merchandising, but you must have competitive prices and uniqueness.

Q: How has the connection of local artist and local hip hop boutiques helped both industries in their fields here in Chicago?

A6: Promotions for the city, and use anything that cross connects them is a good thing for the city.

Q7: How do you think social media sites such as Facebook and Myspace helped spread the buzz about STA?

A7: Facebook and Myspace are just other forms of communication but word of mouth is the best way to communicate ideas, and Facebook mimics that.

Q8: Chicago neighborhoods are known for having there own unique styles, some industrial, others residential, how do you guys think Wicker Park has influenced this establishment and how do you see the impact that STA has had on Wicker Park?

A8: It hasn't been affected by Wicker Park but we have seen Wicker Park change, it has been another case of gentrification but in a new way. Instead of it being racial it is age based, more young people in their 20's and 30's and married young people as well.

Q:9 So what are the hot styles for this summer
Shoes? Pants? Shirts? Accessories?

A9: Now its a euro style for the shoes, also Vans, Converses and also it is hip to wear new start up companies products, in all parts of your wardrobe.

CLab Hot Spot

Check out our latest video blog to find out about the next big trends!

cLab HOT spot 2 from Philip Moore on Vimeo.