Natural Marketing Institute's Top Trends for the New Decade

Getting "Off the Grid"
Nothing can bring you peace but yourself. Nothing can bring you peace but the triumph of principles. — Ralph Waldo Emerson
A new spirit of self-reliance is now the driving force on a very personal level as consumers prioritize their spending and behavior towards what they believe is both purposeful, principled and powerful — what they can control. There is an almost tribal feeling to this shift, a circling of the wagons, as consumers actively pursue ways to
become more self sufficient even beyond their spending habits, including household generated energy, water conservation and purification, self-directed healthcare and
private gardens — just a few of the ways consumers are looking to optimize their own resourcefulness and their sense of control.

Meaningful GREEN
"Come for the hors d'oeuvres...stay for the interrogation." — Gil Grissom/CSI
GREEN has penetrated the consciousness and purchasing behavior of consumers across the globe with almost every company and product claiming at least a small place at the
sustainability table. The challenge now is in achieving meaningful differentiation, as GREEN initiatives must be distinctive, memorable and measurable if they are to impact environmental,social and economic dimensions. Consumers demand that green products provide the same benefits and price as conventional products so it will be vital to align these elements into a powerful and profitable GREEN marketing mix. Look for the meaning of GREEN to move beyond the struggle of statistics — x% less packaging, y% more energy efficient to new communication platforms that extend the meaning of GREEN.

A desire presupposes the possibility of action to achieve it; action presupposes a goal which is worth achieving. — Ayn Rand
Powerful forces are converging along the healthcare continuum to catalyze explosive healthcare changes. New economic realities are motivating many to take greater
steps towards proactive Health Care rather than Sick Care and greater responsibility for their own health and wellness. At the same time, technology is enabling fully customized and predictive prevention alternatives, including a blending of alternative medicine with Western
medical science to create an endless possibility of more effective health care solutions. This perfect storm of the changing economic landscape, enabling technology and innovative treatment is poised to revolutionize health care as we know it today.

Breaking the Mold
"What is a rebel? A man who says no." — Albert Camus
Consumers are changing many long-held societal norms and these breaches in behavior open the door to disruptive innovation. From eating less meat, to refusing vaccines,
to trading in the suburban castle for an eco-friendly urban flat, to rejecting financial services models and managing one's own portfolio - consumers are starting to "just say no" to traditional approaches. When they say NO, when they break the mold, balk tradition, swim upstream, consumers are creating entirely new market sectors for valued products and services, entirely new category opportunities to which they can "just say YES!"

Pure & Simple
"Simplicity is the ultimate sophistication." — Leonardo DaVinci
New trends in purity and simplicity are evident as we move to simpler inputs, focused messaging, cleaner labeling, streamlined design and easy delivery. We are removing
layers of complexity — a change we desire because it becomes easier to determine the true fit of products and services with personal values. Simplicity and purity is not a "dumbing down," but rather an attempt to get at the essential core of what is really needed. This "less is more" trend is resonating with values-driven consumers, natural and ecofriendly enthusiasts, and convenience shoppers — purity and simplicity is now the ultimate

The Future is NOW
"To need to find something to hold on to, something to motivate you, something to inspire you." — Tony Dorsett
Futurists have been foretelling societal and environmental decline to increasingly responsive audiences for years - but is it too little too late? From aging infrastructures to
population growth to climate change, we face a complex set of problems that threaten the population, economy and environment. For example, water sources are rapidly
declining in quality and quantity, affecting production, power generation, and the sustainability of our food chain —the very underpinnings of the global economy. Individually and collectively we must solve the problems worth solving, develop new products and new services, NOW, to create a livable future.

Commonwealth of Connections
"You can't help getting older, but you don't have to get old." — George Burns
Increasingly, the aging population is driving massive societal shifts resulting in a host of new products and services. For example, "Seasoned Citizens" are now opting to stay nearer to home, not rushing to the sunbelt at retirement and are establishing new collaborative communities. These geographic shifts, as well as economic implications, are part of the redefinition of the Golden Years. New communities are being designed specifically to help seniors stay active, safe, independent and connecting to their world as long as possible. Uniquely designed and delivered amenities such as stores, restaurants and on-site social and employment opportunities make these much sought-after communities. Businesses are emerging across all economic and social strata, with products and services designed to connect to the financial, social and medical needs of these 100+ million (and growing) U.S. consumers.

Personal ROI
"Price is what you pay. Value is what you get." — Warren Buffet
Consumers are DEMANDING greater value from every product or service they buy. This personal value is now being defined as personal return on investment, stemming from the desire to make the most of everything we have — including the investment of time and money. As Albert Einstein said, "Reality is merely an illusion, although a very persistent one" and the reality of finite resources and time creates the desire to demand greater value. These value requirements transcend product cost and functionality to include a value differential. The value differentials that encompass fair trade, resource management, and the efficacy and productivity of corporate social responsibility programs are increasingly part of this emotional and social value equation yielding a growing dimension to personal ROI.

To discover how these, and other trends, will impact your business, contact NMI today at 215.513.7300

© Natural Marketing Institute (NMI), 2010