What Does 2010 Look Like?

At Newhall Klein we reflect on the trends that will define this decade-ending year and take a look out on the horizon with optimism… Because it is with an understanding of what’s passed and an eye on what’s ahead that we can best help our clients tweak their business road maps to gain new ground and grow in 2010. Here, we will look at overall trends and then provide a more focused view on the Food Industry, Business-to-Business and Web Communications. Here’s the scoop:

Food: Re-imagining the ordinary and discovering the extraordinary

Pockets are pinched across the country. Nonetheless, Americans say they will still spend their discretionary income on eating out or eating up. How do you entice them to spend that cash with you this year? Trend analysts say by being imaginative. Like reinventing comfort foods, such as the sweet potato, one of the top flavors of the year (Mintel.com) or kicking chicken up a notch with layered flavors or served in new forms. The downturn in times causes consumers to crave the familiar comforts of home and get nostalgic for the good old days (Adweek.com).You can cater to that by offering items with homemade appeal that have a decidedly twenty first century twist: like spaghetti with clam sauce instead of tired old marinara (FoodandWine.com).

Imaginative also means mixing things up with global flair. A trend spurred on by the trillion-dollar tipping point of Latino purchasing power expected this year(USAToday.com). In response, diners and cooks alike are kicking up the spice factor with chilies and cilantro. While the exotic fare of 2010 centers on Latin American inspirations like cupucau a new super fruit that will be popping up in CPGs across the nation, look for it to cater to the movement of eating at home (Mintel.com). Today’s consumer dines at home to save cash, but doesn’t want to sacrifice on flavor and fun: watch for hibiscus flavored water, cardamom spiced deserts and curry mixes for boxed meals. Think exotic and quick!

B2B: Getting Social and Going Viral.

As buyers tighten their purse strings, businesses have inevitably been tightening theirs. The first thing to feel the squeeze is usually marketing, as it is extremely difficult for most businesses to gauge a quantifiable ROI out of it. So, it should be little surprise that a free media that consumers are crazy for is sweeping the business world as well: social media. In fact, B2B companies utilizing social media for marketing is predicted to rise by 50% in 2010 (SmallBusiness.com).

The trend corresponds well with business buyers who are tired of being pitched to. Many of today’s buyers want to find information for themselves and they don’t believe in hype. So, marketers, especially B2B, are responding with inbound marketing. Inbound marketing draws prospects in with great content – like that found when social media is used well. As a result of the meteoric rise in social media and the desire for inbound rather than traditional marketing, content will become king. Businesses would do well to focus on SEO, press releases, blogs and creating online word of mouth.

Internet: Everything—Now!

The decade started with a dot-com bubble and consequent bust and concludes with the internet consuming all aspects of our lives: on the go, information, entertainment, education, etc. The overwhelming wave of this web takeover came in the form of social media giants: Facebook, MySpace, Twitter and LinkedIn. These all-encompassing, constantly connected, obsession-building platforms cultivated a worldwide culture of immediacy. Which incidentally is the trend of the year (TrendWatching.com). In response RSS feeds, e-mail notifications and news feeds have popped up everywhere—and don’t look for them to go away any time soon. Instead, they will be circulated by popular bloggers, friends, family and coworkers who will increasingly influence what you read as the Internet becomes swamped with new content.

Not only will consumers stay connected online, but research shows that these virtual connections are sparking offline meet ups. Initially, marketers had predicted that the internet would hinder human connection; instead it has only fueled the connectivity of people around the world. 2010 will see a steady increase in offline mingling fueled by immediate connections (TrendWatching.com).

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