By Greg Hazley
The coming year will see hotter tempers, more faith in tech over institutions, increased do-it-your-self work from gardening to repairs, and a growing desire for change and reinvention among consumers and the public at large, according to Euro RSCG Worldwide PR president and "trendspotter" Marian Salzman.
Salzman outlined 10 key trends she sees taking shape in 2011 in the firm’s annual list of predictions.
She said the polarized midterm elections showed more people leaning toward extremes than ever, fueling an anger that will continue to grow. "But we've also seen many people react to this anger, segregation, and perceived or real loss of control by doing a 180 and becoming even more interested in relationships than possessions and learning how to be more self-sufficient," she said.
Salzman says the "smart money" is on a BP reputation turnaround next year. "Having shelled out a fortune in compensation and having been on a long-term diet of humble pie, there’s a fair chance that a rebooted BP will be a wiser and more responsible company," she said, wondering if the millions of Americans who seek reinvention themselves allow corporations to do the same.
Salzman also sees a building stigma over wealth as "big money has begun to smell rotten." She adds: "The extreme-cash bling of furs, fancy cars and luxury objects will be overtaken by the exteme emo bling of adoring friends going the extra 10 miles."
Other "minitrends" Salzman sees for 2011 include the rise of African-American consumers, small-scale solar energy devices, mobile healthcare and "smarter" ways to read on the go.
The full report can be downloaded here (PDF). Read her picks for 2010 here.
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