Wondering what to expect in consumer trends in 2008? Our friends at Trendwatching (www.trendwatching.com) have compiled a list of the top eight emerging and established products and concepts to look for in the next 12 months. Overall, status remains big in ’08, every product will offer a premium version of itself, and as tastes refine to ultra-premium proportions, attention spans will further shorten. Here are a few of the highlights:

Status Spheres

 

Last year’s weak embrace of simplicity and burgeoning green awareness did not diminish the public’s craving for status. Trendwatching says to “expect the consumer arena in 2008 to still be about hundreds of millions of consumers who do want to consume more, who do covet all things bling, who do crave in-your-face brands.”

 

Americans, long recognized as leading the march of materialism, may scale back their bling hunger, only to be replaced by emerging new money abroad. Even if “conspicuous consumption were ever to subside in mature consumer societies, then count on the emerging middle classes in China, India, Russia, South Africa, Turkey, Nigeria, Vietnam, Indonesia, Mexico and Brazil to proudly take over the torch,” Trendwatching reports. “In other words, count on multiple consumption and status arenas to develop simultaneously for years to come.”

 

As goods become even more luxurious, decadent and cutting-edge, the desire for instant gratification and the need to have the best of the best will converge to create highly competitive markets, and consumers. This constant drive for the best, the latest, the hottest, creates what Trendwatching calls “Status Despair.”

 

The “constant need for redefining what constitutes luxury, for what constitutes status in bling-driven consumer societies. If millions have access to the same premium goods, to the same premium brands, these premium offerings lose some of their value, as their entire raison d’être was to offer something that others could not get access to,” Trendwatching says. “Scarcity is becoming less scarce and wealth is always relative, leading to actual STATUS DESPAIR among those who are by all means, financially well off…expect luxury goods to take on more outlandish forms and shapes, at ever-higher costs.”

 

Premiumization

 

This leads us to the next trend, Premiumization, which brings us $17 to $480 Bling H2O (that’s bottled water in frosted glass bottles equipped with Swarovski crystals…and no, this is not another spoof) and a premium-within-a-premium bottled water: Evian’s Palace, at a relatively modest priced of $15 to $20. Palace is special because it comes with its own coaster and unique pouring top…reminiscent of occasions when one serves red wine, requiring a no-drip pourer, perhaps?

 

All that special water doesn’t mean drinkers don’t use the bathroom like everyone else. Always yearned for black toilet paper to match your chic ebony bathroom? Renova, a Portuguese paper company offers fashionable colors including Renova Red, Renova Black, Renova Green and Renova Orange, to make for pretty potty paper.

 

Speaking of going potty: forget the Bugaboo, Porsche has launched its own stroller, complete with Carrera S rims, a parking brake, a hand brake and a locking front wheel. And yes, it can fold up to fit neatly into the notoriously small trunks of luxury sports cars. When you drive a Porsche, $690 for a stroller may just be play money.

 

“Basically, with more wealth burning holes in (saturated and experienced) consumers' pockets than ever before, quick status fixes derived from premium products and premium experiences will continue in full force [in 2008]…In other words, no industry, no sector, no product will escape a premium version in the next 12 months,” Trendwatching notes.

 

No kidding.

 

Snack Culture

 

As the need for instant gratification increases along with a need for premium products, an emerging Snack Culture was inevitable. Taking a cue from Wired magazine’s discussion of “snack-o-tainment,” Trendwatching names Snack Culture as another trend to keep an eye out for in the coming year. The snack-sized concept has permeated areas beyond the culinary, including, news reporting, and the automotive industry. While not a “new new trend,” Trendwatching says, Snack Culture is one which will thrive and grow, making its mark 2008.

 

Yes, Americans know all about the 100-calorie snack packs, and the 60-calorie Hershey bars, both attempts to rein in supersize appetites and matching waistlines. But Snack Culture goes beyond the literal crunchy munchies. Consider 20 Minutes, the European newspaper taking its title from the average time European commuters spend on public transport, implying the length of time it should take for readers to learn the latest as they ride to work.

 

“Eco-concerns, design savvy and an (urban) willingness to regard cars as a utility instead of the ultimate status symbol will lead to a neverending stream of small-car innovations. Keep an eye on the company who kick-started most of this: Smart. Since its introduction in October 1998, nearly 800,000 people in 36 countries have purchased a ‘Smart Fortwo’.” Trendwatching reports.

 

According to Trendwatching, the new Smart Fortwo, which has been available in Europe since April 2007, will become available here in the U.S. within the first quarter of this new year. “The Smart Fortwo will come in three trim levels—a Pure baseline model that starts under USD 12,000, a Passion Coupe that starts under USD 14,000 and a convertible that starts under USD 17,000. Consumers can place a USD 99 refundable reservation for a production model on smartusa.com.”

 

Demand seems promising, as Trendwatching reports that already more than 30,000 reservations have been made for the adorable snack-sized new car.

 

The U.S. asks, “Coke or Pepsi” while teens in Singapore decide between “Anything and Whatever”—sodas by beverage company Out of the Box which offer consumers a surprise with their first sip. Anything is carbonated, coming in six fun flavors including Apple, Cloudy Lemon, and the still-mysterious, Fizz Up. Whatever is a collection of non-carbonated teas, including Ice Lemon, Peach, and Chrysanthemum.

 

“Judging from the buzz on Singapore forums, teens immediately got the concept and are loving it,” Trendwatching reports. “Surprise fits SNACK CULTURE well, as it satisfies the desire for the thrill, for discovery. Worth bringing a surprise to market in 2008, even if it's just a one-off, and even if only for creating a buzz.”

 

Eco-Iconic

 

Trendwatching reports that one reason so many people fell for their Eco-Fatigue spoof last month (I was one of them; see my previous column, “Green This, Pal”) is because the eco trend does seem dangerously close to suffering a backlash. However, there are still many avenues available for those who are dedicated to the environment to continue practicing what they preach. Status-conscious greenies will want to advertise their enlightenment, says Trendwatching: "Eco-friendly goods and services sporting bold, iconic design and markers, that help their eco-conscious owners to visibly tout their eco-credentials to peers." And, says the report, Eco-Iconic replaces last year’s Eco-Chic trend (which had itself replaced Eco-Ugly).

 

The auto industry is a natural arena to practice and showcase one’s eco-friendly values, with the new Honda FCX Clarity, an exciting new car coming on the market this year. Read this and weep green tears of joy: “[It is a] fuel cell vehicle that runs on electricity powered by hydrogen, and emits only water vapor and heat. It will be certified by the California Air Resources Board as a Zero-Emission Vehicle (ZEV) and by the US Environmental Protection Agency (EPA) as a Tier-2 Bin 1, the lowest possible federal EPA emission rating,” Trendwatching reports. “It will also receive an EPA Inherently Low Emission Vehicle rating due to its entirely sealed fuel system. It will qualify for accessing High Occupancy Vehicle lanes in California with just one person on board.”

 

Wow. Not to be left in the dust is the equally potentially eco-iconic zero-emission Mitsubishi i, an adorable little thing, and also green as can be.

 

Looking for eco-icons outside of the automotive industry? Bahrain’s World Trade Center is the world’s first building to incorporate wind turbines in its design to harness the power of the on-shore Gulf breeze. See how it looks at Trendwatching: rather iconic, grand, but green nonetheless.

 

What do you think?

 

There you have it! 2008 will bring us status, luxury, a constant craving for the best of the best, with a heavy dose of eco-consumerism in the form of iconic statements like the BWTC…a far cry from homemade hemp jewelry.

 

So, as the rich will grow more easily frustrated, craving the best and the most and the latest, eventually suffering from Status Despair, will we see a backlash?  Will consumers call for Buddhist-like simplicity in 2009? Email demo dirt and let us know what you think!

 

Editor’s note: To read up on the rest of the eight consumer trends for 2008, and to read more about those discussed above, go to www.trendwatching.com.