2010 is upon us, and many of us are surveying the triumphs and failures of the last decade in an attempt to make this one better than the last. Many top ten lists have surfaced for the latest and greatest predictions of the coming year and decade, and I have been especially drawn to the “10 Crucial Consumer Trends for 2010″ that was published by trendwatching.com. One of particular interest to me is the idea of Mass Mingling. As trendwatching.com puts it, “Ironically the same technology that was once seen to be—and condemned for—turning entire generations into homebound gaming zombies and avatars, is now deployed to get people out of their homes.” As more people are utilizing location based social services, such as Foursquare, Loopt, and Google Latitude, more people of similar interests are gravitating together for common causes and fun. The digital walls have fallen. We are now entering what I believe to be a world that has a digital layer that lives on the real streets, rather than a computer world full of 3-D avatars. People no longer desire to hide behind the anonymity of their computer screen, but they are seeking to connect and share in real-time and in real-life with those who they have discovered via the interwebs. So, what does this mass of mingling mean for your brand? I view it as the golden opportunity for 2010.
In decades gone by brands had to hunt down their target and attempt to assimilate a mix of media that would hopefully hit a large percentage of those eyeballs. In today’s world, people are clustering themselves willfully. The upside for brands? Go find your group and follow them. I mean this both figuratively and literally. If you keep a constant finger on the pulse of your brand’s society, you can become a part of that culture. You can learn how to add value to conversation, provide reward for brand enthusiasm, and make yourself a lovemark to those who your brand values most. Hear about a flash mob that is going to assemble? Make sure that you are there to be a part of the action. Learn of a tweet-up or tumblr meetup that has the attention of your brand’s target? Be there! Make your face a common presence among your in-crowd. Now, you don’t want to be a salesman at the party. You want to be the cool kid who is laid back that other people seek out. If you wear your brand well, then you won’t have to shout from the rooftops. Also, if this is truly your right target, they will welcome your presence and not shun you from the fun.
How is your brand going to mingle in 2010? Step outside of your comfort zone and get out there! No one ever made new friends by staying home on Saturday nights.
Source: www.trendwatching.com. One of the world’s leading trend firms, trendwatching.com sends out its free, monthly Trend Briefings to more than 160,000 subscribers worldwide.
Image by chrisjohnbeckett
