As part of their end-of-year Trend Report,
JWT recently published “100 Things to Watch in 2010,” an intriguing list of predictions based on the observations of the company’s Trend Scouts stationed throughout the world.
Of these 100 things, one-quarter are decidedly green –a healthy percentage which, according to Ann Mack, Director of Trend Spotting at JWT, indicates that sustainability as a business concept is “here to stay.”
“We didn’t go in looking for a quota of things for any particular category,” Mack explains, adding that the final list of 100 was culled from more than 200 original submissions. “The fact that so many on the list are green shows that the environmental movement is not a flash in the pan. Instead, it has real weight and momentum, and both consumers and retailers realize that. Companies have to get up to speed fast, if they are not already, to make themselves more environmentally-friendly and attractive to the consumer.”
Of the 25 green items on JWT’s list, we whittled it even further, creating this short list (in alphabetical order) of the Top 10 New Green Ideas to Watch in 2010:
1. Alternative Measures of Prosperity France’s Joie de Vivre Index, initiated by President Nicolas Sarkozy, is intended to provide a better assessment of well-being than the classic measure of economic health, the GDP (e.g., it considers indicators such as health care and family relationships). Sarkozy has urged other G20 leaders to adopt new indices, too. Look for more countries or companies to embrace alternative measures of prosperity, such as the Triple Bottom Line of people, profits and planet. (Hmmm…People, profits, planet? Sounds familiar.)
2. Alternative Metals in JewelryWith gold prices volatile in recent years, Asian jewelry makers are turning instead to precious metals like palladium and titanium.
China’s imports of palladium, which is cheap, durable and lightweight, have been rising steadily. Look for more jewelry manufacturers to choose it over gold.
3. Buycotting The opposite of a boycott, a buycott is
supported by consumers who make a conscious effort to buy from
companies whose environmental and social policies they support. Examples: Canadian supporters of Israel prompted a buycott of Israeli products; people who agreed with Whole Foods CEO John Mackey’s ideas on health care countered a boycott of the store with a buycott last summer.
4. Dry Shampoo Women are discovering dry shampoo—which removes oil and build-up from hair sans water—as an on-the-go solution for busy schedules, after-work refreshing, and anytime between regular washes. Exposure is spreading through new
Sephora distributions, celebrity stylist Rachel Zoe and reality TV star Heidi Montag, who has a product line in the works.
5. Energy Dieting The recession has prompted more businesses and consumers to put themselves on an “energy diet” (buying more energy-efficient machines, keeping lights off longer, etc.). As they
rack up savings—and come to think of themselves as more green—this practice will become habit. (This is Mack’s favorite green idea on the list because it represents an unintended environmental benefit from an otherwise dismal recession, she says.)
6. Green RetrofitsThe
retrofitting of homes and buildings to make them more energy efficient will ramp up. In the U.S., tax credits and stimulus money for this purpose will help drive change. For instance, California has allocated as much as $3.1 billion to cut residential power needs, including retrofitting programs. Changes in regulations are also helping to motivate commercial landlords and developers, plus green buildings can command higher prices and tend to move faster.
7. Greening the PalatePeople will become increasingly aware of the impact their food choices make on the environment, well beyond local sourcing issues. Some foods (notably red meat) have a much bigger carbon footprint than others; some choices are better in terms of water consumption; and foods with palm oil are being linked to rainforest destruction. In Sweden, which is formulating dietary guidelines that take emissions into account, some restaurants and food manufacturers are already listing emissions information. (Related to Number 64 on JWT’s list: Nutrition-Washing. Much as “greenwashing” has made consumers skeptical about brands’ environmental claims, shoppers will increasingly take
health messaging with a grain of salt, JWT predicts.)
8. Hand-Me-Ups More people will start “handing up” their cell phones, digital cameras, computers and other electronic gadgets to their parents when they want to upgrade. The older items are often easier to master for those interested only in these tools’ basic functions.
9. Return of the Water Fountain The water fountain is undergoing a resurgence and redesign as people seek alternatives to single-use plastic bottles. New water-refilling stations charge a small fee for replenishing reusable bottles. Several so-called
HydraChill stations, installed in London in October, charge 20 pence, which goes to an environmental group.(Public water fountains? I see this in direct correlation with Number 67 on JWT’s list:
Pandemic Fatalism.)
10. The Waterless Washing Machine Using nylon polymer beads, which pull stains off fabric, this machine requires just a cup of water. It saves energy as well because the clothes come out virtually dry,and there’s little need for a dryer. The washers, developed by U.K. company
Xeros, will initially be marketed to commercial laundry operations, beginning in 2010.
Mack cautions that JWT has defined this list as “things to watch,” not “trends.”
“These are reflections of broader trends and represent a growing action and awareness of environmental issues, health and fitness issues, and the economy,” she says. “There are slight variations globally and when comparing one market to another. But, in general these are things to watch, things that could become a much bigger shifting trend in society.”
The entire JWT “100 Things to Watch in 2010” is available
here.
[triplepundit]
"Business" Other Trends in this category
Monthly Trend Report 2009
2009년 12월 : (12.2009_TRENDBIRD) Monthly Trend Report_Sample
2009년 11월 : (11.2009_TRENDBIRD) Monthly Trend Report_Sample
2009년 10월 : (10.2009_TRENDBIRD) Monthly Trend Report_Sample
2009년 9월 : (09.2009_TRENDBIRD) Monthly Trend Report_Sample
2009년 8월 : (08.2009_TRENDBIRD) Monthly Trend Report_Sample
2009년 7월 : (07.2009_TRENDBIRD) Monthly Trend Report_Sample
2009년 6월 : (06.2009_TRENDBIRD) Monthly Trend Report_Sample
2009년 5월 : (05.2009_TRENDBIRD) Monthly Trend Report_Sample
2009년 4월 : (04.2009_TRENDBIRD) Monthly Trend Report_Sample
2009년 3월 : (03.2009_TRENDBIRD) Monthly Trend Report_Sample
2009년 2월 : (02.2009_TRENDBIRD) Monthly Trend Report_Sample
Annual Trend Report 2010 (샘플보고서 다운로드)
연간 트렌드 보고서 2010 소개 : (Intro) Annual Trend Report 2010
(01) "마케팅 / 비즈니스 / 컨슈머" 리포트 : (Marketing_Consumer) Annual Trend Report 2010
(02) "모바일 / 휴대폰 / 텔레콤" 리포트 : (Mobile_Telco) Annual Trend Report 2010
(03) "그린 / 친환경 / 대체에너지" 리포트 : (Green_CleanTech) Annual Trend Report 2010
(04) "인터넷 / 소셜미디어 / Web2.0" 리포트 : (Internet_SocialMeda) Annual Trend Report 2010
(05) "투자유치기업 / M&A / IPO" 리포트 : (Money_Funding_M&A) Annual Trend Report 2010
(06) "디자인 / 미래컨셉 / 디자인제품" 리포트 : (Design_Concept) Annual Trend Report 2010
(07) "아이디어 / 신제품 / 혁신제품" 리포트 : (Idea_NewProduct) Annual Trend Report 2010
(08) "헬스케어 / 바이오 / 의료기술" 리포트 : (Heatlhcare_BioTech) Annual Trend Report 2010
(09) "자동차 / 교통 / 운송기기" 리포트 : (Auto_Vehicle) Annual Trend Report 2010
(10) "럭셔리 / 패션 / 뷰티" 리포트 : (Luxury_Fashion_Beauty) Annual Trend Report 2010
Thanks, The Trendbird Team.
TRENDBIRD / Flacebo Corp.
(Future Trend Research & Consulting)