From Faith Popcorn: 9 marketing predictions
By Ned Roberto, Ardy Roberto
First Posted 03:57:00 09/08/2006
Filed Under: Marketing, Market research, Books
Published on Page B2-4 of the September 8, 2006 issue of the Philippine Daily Inquirer
Many times we are asked: What are the coming trends in business and consumer behavior that I can take advantage of or that I should look out for?
To answer that question, let's turn to the "Nostradamus of Marketing" -- Faith Popcorn, marketing futurist and author of New York Times best-sellers "The Popcorn Report" and "EVEolution: 8 Truths of Marketing to Women." Popcorn founded a New York-based marketing consultancy firm in 1974, which has a staff of 50 brand-marketing forecasters who focus on anticipating trends in consumer behavior. Popcorn will be a featured speaker, along with brand gurus David Aaker, Jack Trout and Martin Lindstrom, at the Global Brand Forum (www.globalbrandforum.org) in Singapore this November.
Here are trends that Faith Popcorn predicts are just around the marketing landscape corner:
1. Touchy-feely services. "On the cutting edge of the developed world, our material opulence has bred isolation and left us emotionally starving. We crave physical contact. The fad for 'cuddle parties' is only the beginning; as our work hours mount and our friendships become virtual, we will seek simple physicality wherever we can find it. Doctors' offices and hospitals will begin keeping animals on hand to comfort recovering patients. Airports will discover that positive touches increase retail traffic and will hire actors to welcome you with a hug as you deplane. Mechanized 'hugging' booths will take the place of pay-phones in many cities. Even the most reserved financial advisors will literally hold your hand through tough times."
2. Brain Fitness. "Having lavished so much time on improving our bodies, we now want the mind to match. A mental fitness boom is brewing, driven by a bevy of new research...