Sparxoo's 2010 Trend Report

| 1 2010 Trend Report | Sparxoo

2010 Trend Report


Contents of Trend Report

1.  Trend Report Introduction

2.  Detailed Trend Analysis

3.  About the Authors


Trend Report Introduction 1


Emerging Trend Report Introduction

What does it mean to Wave? How is crowdfunding revolutionizing the non-profit sector? What does it mean to make tangible impact?

Since our 2009 trend report, Google Wave has turned the tech world on its head, Kiva revolutionized the non-profit business model and Kliener Perkins is funding eco-innovation with the $500 million Green Fund. While there is a unifying theme (think sustainability, green, digital communities, crowdsourcing) throughout the 2010 trends, there is also a feeling of restlessness. Wall Street culture is causing a class divide with Main Street and we have seen little, of the promised change.

What does all of this mean? We have analyzed key digital innovators, such as Google and Amazon, alongside the rise of China and the global marketplace and the class divide between Wall Street and Main Street to provide a comprehensive view of what we can expect in 2010.


The Top 20 Trends for 2010 (#1 – 5)

1. Web of Intelligence Since the late 1990s, Amazon has leveraged web intelligence to create a personalized user experience. Today, Google is taking this concept into new areas, such as e-mail and search. We explore how will web intelligence will change the way we learn, communicate and navigate the web.

2. Agile Development In the past, corporations have been slow to innovate -- erring on the side of caution instead of action. As company coffers continue to shrink, it's becoming evermore crucial to innovate on a dime. IBM's new CIO study showed that 55 percent of their time is focused on innovation.

3. Freedom: new way of creativity With more self-publishing tools on the web than ever, everyone can share their voice. Whether you're a graphic designer on Tumblr or a poet on Google Wave or a WordPress auto aficionado, everyday online platforms are making creative expression more accessible to a greater audience.

4. Influencer Society The web completely revolutionized influence by enabling niche community leaders to become global digital superstars and have real-world impact. The web enabled Perez Hilton to transition from anonymity to internet superstar. As internet usage increases in 2010, we should expect more digital superstars to become book authors to television hosts.

5. Crowdsourcing blur Group, alongside the non-profit, Kiva are tapping into the resources of many to create impact. Whether it's loans for entrepreneurs in developing nations or the creative talents of thousands of freelancers, the crowdsourcing business model is changing the way we do business in new and exciting ways.



6. Differentiation Diva In 2009, the Heene family pretended that their child was floating around in a balloon and Tareq and Michaele Salahi managed to crash the White House. More and more people and companies are trying to get attention -- whether it's crashing the Whitehouse or Lady Gaga in ridiculous outfits.

7. Reputational Currency What is the role of reputation in a network economy? Social media, in particular, has become an important staple in our professional and personal lives. As such, our digital identities have merged together and no longer is there a separate professional you or a personal you. Google search, Facebook and more recently Twitter Lists have made your online reputation one of your most valued digital assets.

8. Reciprocity Through vast networks of internet users from around the globe, the web has brought us closer together than ever before in history. As such, the value of reciprocity in communities is increasing in value. For instance, the crowd-funding non-profit, Kiva reached an incredible $100 million in loans in just four short years.

9. Giving is In, Greedy is Out We were spot-on with our Pay Forward trend in 2009, but will it carry over into 2010? While budgets might be tight, our time is not. Accordingly, volunteerism is up. A CNCS report shows that about 8.2 million young people (ages 16-24) volunteered in 2008, compared with about 7.6 million in 2007.

10. Global Village The US is developing into an increasingly multicultural nation as immigrants pour into the country. Meanwhile, the US is sharing the international stage with China and other emerging nations. As a result, marketers and stock brokers alike should be diversifying their audience to meet this growing multicultural demand.



11. Green Stream Going green is not just an added benefit, it is quickly becoming the cost of doing business. We can see spots of green in the luxury market (think Lexus' new eco-auto), politics (think Obama's eco-funding) and investing, particularly from legendary venture capital firm, Kliener Perkins.

12. Control RX What does it mean to be healthy? There is a rising trend in sustainable eating -- from locally sourced meat to green dining -- as we become more cognizant of our consumption and overall well-being.

13. Reality Check The digital world can often feel intangible. While sharing ideas in online communities or answering questions on LinkedIn has value, the Reality Check trend is about transitioning online discussion into real-world action. For instance, Tweet-Ups gather like-minded people online to meet in person for real-world impact.

14. Recessionista Chic Whether it's three-year degrees or pay-as-you-go cellular plans, we are maximizing our time and wallets more than ever. Technology, such as Zipcars, and digitally savvy buyers are pushing the limits to get more for less.

15. ReNew Hulu, the Kindle, Google Wave are many of the brands taking a unique spin on old products and services to create new, compelling offerings. Hulu spun TV, the Kindle spun books, Google Wave spun e-mail. We will explore how re-invention can open entire markets.



16. Getting Real We are all human, we all make mistakes. It is how we live-up to our mistakes that defines our character. For instance, Ralph Lauren sent a heated letter to blog superstar, Boing Boing, demanding the site take down a criticism of their ad. In the spirit of transparency, Boing Boing published the letter on their site along with a long, detailed article of their communication. Shortly thereafter, Boing Boing's criticism of Ralph Lauren was in the top five results in a Google search for the brand.

17. Community Mobilization Facebook users post an average of 55 million status updates every day and created more than 3.5 million events each month. While internet users are engaging in the online world, they are also forming local communities groups. MeetUp.com has grown significantly in recent months as users seek real-world community.

18. Safety Net Issues of security are surfacing in many areas of our lives -- from airports to social media. For instance, airport scanners in the Netherlands can see through clothing and there has recently been push for a safer Facebook.

19. Class Conflict The great bridge between Wall Street and Main Street was Fannie and Freddie Mac and other mortgage companies. The relationship between the two became strained when that bridge deteriorated with the near collapse of the financial system. Since then, Main Street loathes the pervasive greed and corruption on Wall Street.

20. Skeptic Nation When Obama took office in 2008, there was hope for a better health care system, more job growth and serious Wall Street reform. A year later, Obama's approval ratings have started to slip. Has this hope faded in the wake of little reform or recovery? Americans are growing skeptical of the much anticipated change.


Detailed Trend Analysis 2


Trend 1. Web of Intelligence

Definition

Everyday we are bombarded with a seemingly endless stream of information and we need clarity. Google is a forerunner in finding relevancy amid this sea of information. Recently, the search giant created personalized search, whereby users browsing history impacts search results. Personalized search is a small part of a much larger trend: web intelligence.

Amazon was an early leader in web intelligence technology. Users were recommended products based on their browsing history on Amazon.com. What makes Google different from Amazon? Google is making web intelligence tools more commonplace over its vast array of apps and product offerings in an effort to develop a more dynamic interchange between user and product.

Stats

• There are an estimated 200 million blogs (source)

• The Huffington Post publishes an average of 1,700 posts per week

• The average American receives 5,000 advertising messages per day (source)

• PETA has 53% negative and 17% positive sentiment (source)

Examples

Google Magic. In the quest to find relevant, interesting information, tech companies such as Google are developing adaptive algorithms that speak to our personal preferences. Google Magic is an effective application of this technology. The RSS Reader feature sifts through all your RSS browsing history to find relevant feeds and posts.

Newssift. Newssift is a sentiment analysis tool developed by the Financial Times. Based on keywords, Newssift measures how many articles are positive, negative or neutral regarding your query. Accordingly, users can find information that is in-line with their opinion of a particular topic, person, place or organization.

Predictions

Advertisers will target audiences based on user opinions on particular issues. Based on browsing history, advertisers could target psychographics and lifestyle, not just demographics. With the framework of sites such as Newssift, advertisers could find audiences that are interested in their messages. Based on a user's demographics and psychographics, advertisements, such as those on Facebook, are focused on a highly specific target audience rather than a broad swath of users.

Key Words

Crowdsourcing, data synthesis, sentiment analysis, web intelligence


Trend 2. Agile Development

Definition

Often times, large, bureaucratic organizations get too caught up in the process. All thinking and no doing leads to nowhere. Agile development is about innovating on a dime. For industry leaders, it means focusing on product development and implementation over strategy.

Google thrives on agile development. The search giant is a strong proponent of alpha and beta testing. First, Google builds a framework, then releases it to a team of outside developers who provide feedback and refine the product before it hits the beta testing phase. After the developers finish building a strong framework, the product is then released on an invitation basis. Google is an agile developer because they can make updates in real time and thrive on open-ended outcomes.

Stats

• Google crowdsources innovation. Much like Dell's Ideastorm, the search giant calls on the creative talents of its community to submit and vote on new, innovative ideas. To date, there are 9,945 product ideas for Google Mobile and a total of 408,417 votes.

• Over the past decade, Google has developed over 40 unique products, including Gmail to Blogger to Wave.

Examples

blur Group. Why have a few brilliant minds when you can tap into the creative talents of thousands? blur Group crowdsources creativity and the talents of their hand-selected online community. The company is a liaison between client and freelancer -- curating the project development process to ensure quality

Law of Devolution. What is profitable today might not be profitable tomorrow. The Law of Devolution tells us that we should be perpetually progressive and forward thinking to compete another day. Google will build a compelling product today -- without any profitability strategy -- so tomorrow it can be monetized.

Predictions

The crowdsourcing model for innovation will be repeated by more corporations in 2010 -- such as Apple and car manufacturers like Ford. Open-source platforms, such as FireFox, will become more pervasive in online apps.

Key Words

Innovation, cutting edge, alpha and beta testing, real-time feedback


Trend 3. Freedom: new way of creativity

Definition

In each period of art and creativity, the major artists of the era were influenced by one another, each adhering to certain rules and styles that others had developed and made popular -- creating their own unique style along the way. When the current period of art and creativity is looked back on, there will be much more to analyze than a painting on a wall.

With the technology we have available today, creative tools are more accessible than ever before. We all have the freedom to think as big as we want, and that freedom has brought about a new way of creativity, and the way we think about what’s creative today. The Internet provides a unique platform for self-expression, allowing anyone with access to speak their mind, share thoughts, and exchange information easily and efficiently.

Stats

• Android phones may outsell the iPhone by as early as 2012

• 60 percent of Gen Y business owners consider themselves to be serial entrepreneurs, and 70 percent of today's high schoolers intend to start their own companies.

• In one year, Tumblr experienced a 300 percent growth in the number of unique visitors per month.

• In only four years, the percentage of Americans getting tattoos rose from 15 percent to nearly 25 percent.

Examples

Tumblr. The microblogging site has become popular with creative types due to its simplistic yet powerful functionality. With Tumblr, users have the ability to customize every part of their blog page, update their page using a cell phone or smartphone, and become a part of a community of people interested in the same things. The platform provides a creative outlet, where users free to put up whatever they want, and become inspired by others. Tumblr is one of the only blogging platforms that encourages self-expression beyond just writing. Tumblr is a platform for artists and creatives to showcase their work, and to help promote others. Tumblr's real-time updates on "The Wire" feature some of the most creative and inspiring things you'll find on the Internet today.

Predictions

Online versions of Adobe Suite products give everyone the opportunity to be creative without paying a high cost. A new developer code will be written so that anyone, with or without a computer science education will be able to contribute to programs such as Firefox and Google, and even the development of an iPhone app.

Key Words

Creative geek, spontaneous, simple, freedom, developer, technology


Trend 4. Influencer Society

Definition

Influencers can be found on nearly every medium -- online, through mass media, and through face-to-face contact. The newest influencers in the digital space have been empowered by new digital tools and are strategizing ways to make an impact on digital society. As the internet continues to grow, more and more people are learning how to make a name for themselves and become influencers for their peer groups or industry niches.

They’re doing something different and unique – and the world is listening and following their lead. While the internet has provided a platform for more equal opportunity at becoming an influencer, it is up to each person to study their space and learn how to use these tools to their maximum advantage.

Stats

• A JC Williams Group consumer survey found that 91 percent of respondents ranked consumer generated content as the number one aid to a buying decision.

• 74 percent of customers said they are influenced by the opinions of others in their decision to buy a product.

• Buzz Agent found that one word of mouth conversation has the impact of 200 TV ads.

Examples

Coca Cola. Coca Cola has really set the stage for corporate influencers. Their unique approach to connecting to customers and fans on Facebook, combined with their timeless and historic brand has kept them riding high despite a tough economy. Coca Cola has also set the curve for many corporations looking to branch out on Facebook and other social networks. The brand’s interactive and eye-catching Facebook fan page is one of, if not the best corporate fan page out there.

Predictions

We’ll see a decline in traditional advertising as, despite the FCC disclosure regulations, companies will utilize the influence of others and continue to seek out bloggers and influential online faces to promote their brand and product on their personal Web sites.

Just as Myspace and YouTube have paved the way for a number of successful musicians, top bloggers and Tweeters will be approached by companies for partnership and sponsorship deals.

Key Words

Influence, media, social networks, connections, social capital, community


Trend 5. Crowdsourcing

Definition

The phrase “following the crowd” has always had a negative connotation. Nobody wants to think of themselves as a lemming or, that their efforts are an inconsequential "drop in the bucket." With the advent of the internet, though, crowdsourcing has changed the way we look at the "crowd." Though still in its infancy, crowdsourcing has taken the online world by storm.

Through the power of the crowd, people from across the world have come together -- virtually -- and have contributed to the building and development of products and services for almost every industry imaginable. Entrepreneurs have embraced crowdsourcing, finding a whole new platform on which to create and grow a business.

Stats

• Kiva raised more than $100 million in its first four years of operation

• Blur group has over 2,000 members in its marketers crowd

• The discount crowd, Groupon, boasts over 500,000 members

Examples

Groupon. Groupon’s “Collective Buying Power” relies upon its crowd to make sure everyone else gets something in return, through the participation of a brave few who are willing to put some money on the line without any return. Currently spanning 45 major cities, Groupon produces one deal per day, per city. The catch? Enough people have to participate blindly (that is, buying in with the chance of not actually getting the deal) before “the deal is on.” Now that it’s reached a such wide audience, the deal are almost always “on” before the sun rises. Groupon's founders help to connect customers with businesses looking to give a good deal, and customers are able to participate in a group like they never have done before.

Predictions

Online productivity will be ruled by crowdsourcing efforts. From designing a web page to writing a book or making music, more and more people will become part of the crowd; because of this, the opinion of the masses will be taken much more seriously than that of a few experts. The internet is not top down, but side-to-side. It's producer and sender interact and exchange ideas and knowledge.

Key Words

Funding, microfinance, social crowd, crowdsource, Internet, collective intelligence, collaboration


Trend 6. Differentiation Diva

Definition

Statistics show that the average American is exposed to between 250 and 850 advertising messages each day. Many of these messages don't make a difference, but the ones we pay attention to stand out for a reason – the product is unique, special, and most of all, has value. Over the past few years, consumers have changed their buying habits, seeking products with a higher standard of quality over those that, while inexpensive, won’t last long.

When times are tough, we recognize how far our money will go, and we’re willing to pay a little extra for something that hold its value. Though it may seem that luxury has taken a backseat in this economy, giving something that extra touch is what will make it succeed even more.

Stats

• Tiffany & Co. has continually reported higher-than expected profits throughout 2009; sales exceeded $598 million in the third quarter alone

• Precious metals are en vogue as evidenced by the US Mint sale of 247,500 ounces of the yellow metal during December despite a suspension (due to increased sales)

• The Gilt Group raised $43 million to bring luxury designs and goods to more people

Examples

Lady Gaga. Love her or hate her, there's no arguing that Lady Gaga has made an impression in the music industry, as well as in the world of fashion with her eccentric style and Euro flare. Though her efforts are extreme, they definitely get her noticed and get people talking. Unlike the Heene's or the Salahi's, Lady Gaga's extreme measures of standing out are constructive -- she's sold millions of records, gained even more fans, and is admirably securing her place in a notoriously harsh industry.

Predictions

Luxury brand web sites will create more gated online communities for affluent customers. There will be an affinity for exclusivity rather than just wealth.

Similar to how streaming television platforms work, TV ads will be short, simple, and will only have one or two per commercial break. Product placement will take over for traditional advertising, satisfying viewers and advertisers at the same time.

Key Words

Luxury, gold standard, leadership, targeted marketing, streamlined, special, unique


Trend 7. Reputational Currency

Definition

Seth Godin is the marketing guru, Guy Kawasaki is the entrepreneur, Chris Brogan is the social media master and Dan Schwabel is the personal branding leader. Each of these enterprising individuals spent years crafting their reputation as thought leaders. Each has utilized one or more digital platforms to build a strong, lasting reputation. While blogging is the primary media, Twitter and LinkedIn are also powerful platforms to build a meaningful reputation.

Stats

• Harvard’s reputation for education, as well as its reputation for providing outstanding financial aid packages, drew more than 29,000 applicants for just 1,700 spots last year. Numbers like these add to the university’s reputation for very low acceptance rates.

• In a survey of 2,500 hiring managers, CareerBuilder.com found that 38 percent of respondents said they had searched social networks to find out more information about applicants. One in four said the results contributed to the hiring of an applicant, while 38 percent admitted to dismissing a candidate because of what they’d found.

Examples

Twitter. Not only can you follow other thought leaders, you can also build an audience of your own. Twitter is a great place to build social and human capital, a place to show off your skills, relay opinions, and learn from others. If done right, others may soon look to you as a leader in your field. Chris Brogan wrote in his book Trust Agents that a true social media expert won’t refer to him or herself as such, but will develop the reputation from his or her peers.

LinkedIn. LinkedIn recommendations feature is unique to its network. No longer do job applicants need to write “references available upon request” at the bottom of a resume, or keep a running list of possible references who employers may or may not call. Recommendations give a more personalized and honest view of you, and may touch on areas of your work habits that a hiring manager may neglect to ask about over the phone.

Predictions

Paper resumes are decreasing in value. LinkedIn becomes the number one place to view and review candidates.

Key Words

Value, reputation, connections, relationships, network


Trend 8. Reciprocity

Definition

“Do unto others as you would have done unto you.” The Golden Rule is often repeated, but seems to be rarely followed. That is, until you look closely. We are entering into a network economy, where our online connections are just as important as those offline. Social media and online interactions have brought us together in ways like never before, causing our culture to develop an unwritten rule of reciprocity both on and offline. Call it karma, paying it forward, or returning the favor – it all boils down to reciprocity, and the act of exchanging goods, services, or goodwill with people in your own backyard, and all around the world.

Stats

• Reciprocity can be found in basic human connection. For instance, Craigslist has seen an increased use of the bartering section of the classifieds; the number of ad listings has doubled in the past year.

• The number of companies matching charitable donations continues to stay steady despite a tough economic outlook.

• Kiva has a 98 percent success rate for the repayment of loans.

Examples

Kiva. As a prime example of a digital exchange economy, Kiva connects entrepreneurs and lenders from around the world over the Internet. Through Kiva, lenders donate money to help others build their business, but are paid back when the entrepreneurs find success. The cycle continues, over and over, building the perfect example of reciprocity.

Authenticity. In the days of AOL, chat rooms abounded with hate and attacks among users of all ages. Now with social media networks, that feeling of hate has changed to respect, with positive conversations being fostered on public platforms such as blog comments and community forums. We can put a name to a face and interact in a much different way, making these networks more human and enabling individuals to connect on deeper levels.

Predictions

Less passive following and more active listening and participation will be done across all platforms. Social networks relying entirely on interaction will begin to sprout, rather than be placeholding profiles for users.

Key Words

Reciprocity, exchange economy, social capital, karma, goodwill, respect


Trend 9. Giving is in. Greedy is out.

Definition

"Ask not what your country can do for you, but what you can do for your country." J.F. Kennedy spoke these words in 1961 and their meaning has not faded since. At the time JFK gave this famous address, there was racial strife, inequality and our soldiers were fighting a war in another country. The former President understood the value in unity -- working together to promote change. Today, we face similar challenges in our political, economic and social systems and it is through volunteerism and altruism that we can move forward into a brighter future.

Stats

• A CNCS report shows that about 8.2 million young people (ages 16-24) volunteered in 2008, compared with about 7.6 million in 2007

• Fifty percent of non-profits reported an increase in volunteer hours are their organization

• Community volunteerism increased 31 percent in the last year.

Examples

Volunteerism. While our wallets might be pinched from the recession, our time is not. Eighty six percent of non-profit organizations are under financial stress. However, a recent survey conducted by MAVA found that unemployed workers are volunteering more frequently. Consequently, 50 percent of non-profits reported an increase in volunteer hours are their organization.

Social Entrepreneurship. There has been a surge of social entrepreneurs in recent years. Social entrepreneurs blend the traditional financial model with a social mission. "It's true that 'just send the check' philanthropy has been flatlining for years -- the figure of about 1 percent of pre-tax profits for America's corporate giving has hardly moved for decades," writes the Washington Post.

Predictions

As the economy recovers, there will be an uptick in financial donations and volunteerism.

Key Words

Benevolence, altruism, volunteerism, unity, social entrepreneurship


Trend 10. Global Village

Definition

For many years now, the US has been top dog on the international stage. However, that level of influence might decline as other economies experience tremendous growth. The economic impact of the recession might have changed the US's influence in the long-term. More and more, China is moving into the purview. The Shanghai Composite Index was valued at 35 times reported earnings, more than doubling in a year.

Aside from our international presence, within US borders, Nielsen predicts multi-culturalism is going to drastically impact our national consumer package goods (CPG) in the future. The growth of the Latino population is reflected in political and social systems (think Sonia Sotomayor) and that same influence is going to greatly impact economy -- particularly in the CPG industry.

Stats

• China's overall economy is expected to grow 10% in 2010

• One out of two workers entering the US workforce will be Hispanic by 2025

• More than 70% of Facebook's users are outside of the US

Examples

China. "Economists think it will take only three to four years for China, which recently overtook Britain, to surpass Japan ($4.4tn GDP) to become the world's number two economy," writes the Guardian. The emerging nation's manufacturing sector grew by the largest margin in five years in December, reports the BBC.

Multi-Culturalism. "While the aging population will be dominated by non-Hispanic white consumers," writes Nielson, "the majority of new families will be multi-cultural in less than two decades." Nielson predicts that more than 50 percent of families with children are expected to be multi-cultural and one of every two people entering the US workforce will be Hispanic by 2025.

Predictions

As China continues to grow exponentially, the US will lose economic influence on the international stage .

Key Words

Global, multiculturalism, diversity, China, Latino


Trend 11. Green Stream

Definition

While there were flickers of the green movement in the 1960s only recently have we seen an explosion in the green sector. Much like plastics in the early 1970s, starry-eyed investors are lining up at the door to invest in sustainable technology because it is not just a trend, it is necessary for a sustainable future. Whether it's green innovation from Kleiner Perkins or sustainable packaging, the eco-sector is booming.

Stats

• The pool of socially responsible investment dollars in the United States has now grown to $2.34 trillion and the second quarter of this year has seen a 12% increase in clean tech investment, a $1.2 billion upswing.

• Though “green” products typically cost more, 80% of consumers are still buying green products and services today, according to Green Seal and EnviroMedia Social Marketing. Half of the 1,000 people surveyed buy just as many green products now as before the economic downturn, while 19 percent say they are buying more green products.

• Hewlett Packard ranked #1 on Newsweeks' Green Study. Newsweek says, "[Hewlett Packard has] strong programs to reduce GHG emissions. The first major IT company to report GHG emissions associated with its supply chain. Has made an effort to remove toxic substances from its products, but Greenpeace has targeted it for failing to do better.“

Examples

Green Funding. Venture capital firms are funding powerhouses and every year, more are turning to the green sector to invest. Last year, the venture capital firm that helped usher in some of the most successful tech companies (most famously Google), Kleiner Perkins launched their $500 million Green Growth Fund.

Green Packaging Inc. "Designers are the architects of how we interact with the world around us," says Krista Svalbonas, a Graphic Design Instructor at The Art Institute of New York City. "They have the ability to shape our relationships with products." Green Packaging Inc. speaks to the green movement in the design world. Providing sustainable packaging (with eco-materials), Green Packaging Inc and other green collar designers are finding new and innovative ways to stretch their thinking to make a sustainable impact.

Predictions

Several of China's metropolitan areas are covered in a thick, pollution-filled fog. As the emerging super-power makes significant economic gains, the country will address the cost of unsustainable petro-consumption.

Key Words

Green, sustainability, eco-design, fuel-efficient, venture capital, investing


Trend 12. Control RX

Definition

When filmmaker Martin Spurlock released “Super Size Me” in 2004, he made a big impact on the food industry. While everyone knew fast food wasn’t the healthiest option, few realized just what it was doing to their bodies. Ever since then, there has been a noticeable shift in health and fitness activity across the United States.

As we enter a new year, millions of people around the country will resolve to lose weight and get healthy. Though this happens every year, getting and staying healthy seems to have become increasingly more important over the past few years. As more and more reports and studies are released chronicling the effects of being overweight and unhealthy, individuals are responding and making a difference for themselves – with a lot of help along the way.

Stats

• Wii Fit has sold more than 22 million copies worldwide, making it the number two console game of all time.

• So called “Twinkie Taxes” have been put in place at seven to 10 percent of U.S. corporate cafeterias, adding extra taxes on junk food and other foods deemed unhealthy for workers.

Examples

Going Local. Forget vegetarian and vegan – the newest trend in health is going local. Also known as the “localvore” movement, people following this trend strive to only eat foods produced in their local areas. The movement has many positive effects – money stays in the local economy, and the foods they eat aren’t processed – encouraging a much healthier diet. To help localvores in the New York City area, Clean Plates NYC offers reviews of New York’s 75 best restaurants, including details such as where the food is grown and produced.

Wii Fit. Five years ago, who would have thought that a gaming system could do so much for fitness? Combined with its unique balance board, the Wii Fit and Wii Fit Plus systems are revolutionizing the way people work out. Better yet, it makes working out fun.

Predictions

Supermarkets consisting of only local foods will pop up, taking the farmers market to a new level

Key Words

Fitness, healthy eating, diet, health, wellness, aging


Trend 13. Reality Check

Definition

The rise in digital media and technology has definitely given us many advantages over the last decade. Entrepreneurs can run an entire business using only a smartphone and a laptop. But is all of this change for the better? Do we lose something when things go digital?

It can be easy to lose sight of our actions and relationships in the digital world if they’re not reinforced by physical actions. Often, we’re too focused on the digital side of something, and fail to see the effects and impact something has in the real world. To balance this out, we need to find the intersection between the two, and making things tangible, real again and making virtual reality back to reality.

Stats

• Gold reached a new all-time high, surpassing $1,200 per ounce in December 2009.

• In a survey done by Rasmussen Reports, 81 percent of respondents said they prefer reading a book in a traditional printed format as opposed to a digital reading device.

• People who pay with cash spend about 20% less on average than those who use credit cards.

Examples

Tweetups. Out of all of the people you follow on Twitter, and those that follow you, how many of them have you actually met in person? Chances are, there are very few. While Twitter has done a great job of helping us establish new connections with people from all over the world, these connections can be made even more powerful and effective when you’re able to converse in more than 140 characters, instead of talking face-to-face with someone else.

Polaroid. Not everyone is transitioning to digital photography. In 2009, a massive campaign by Urban Outfitters, as well as an independent group The Impossible Project, successfully brought back the production of the classic Polaroid film. This group has proved that just because photos are going digital doesn’t mean everyone wants them to be that way, while at the same time proving the power of the crowd.

Predictions

The use of cash will increase over credit cards, as consumers seek to rebuild the economy the right way

Key Words

Digital, physical, tangible, impact, intersection


Trend 14. Recessionista Chic

Definition

"The recession has been a painful 'rite of passage' that has caused people to re-evaluate themselves and what they want out of life," said Robbie Blinkoff, founder of the Baltimore-based Context-Based Research Group.

Without question, the recession taught us early on that “less is more.” In our “want vs. need” world, we’re now focusing less on wants and more on needs – even if we have the means to get those “wants.” Individuals and businesses alike are maximizing their efforts through eliminating clutter, using digital tools to get the best bang for their buck and fitting more education into less time.

Stats

• More than 17 million people per month use NexTag to research, compare, and save on products and services online

• A recent survey done by Harris Interactive found that 37 percent of adults say they will increase their use of coupons in a recessionary period.

• Pay-as-you-go cell phone provider Boost Mobile recently began to offer an unlimited plan with a flat monthly fee; the change brought in more than 600,000 customers in less than three months.

Examples

3 Year Degrees. As college costs continue to rise in both the private and public sectors, many students are seeking a unique solution such as graduating college in three years or less. Though they sacrifice one less year of growth, education and friendships, students are saving tens of thousands of dollars by opting out of a fourth year and pushing themselves harder in the time they do have on campus.

Comparison Shopping. Electronics giant Best Buy is well known for its Price Match Guarantee Policy. Now, more stores are offering similar deals; Sears, Lowes, Walmart and Staples are just a few examples of other retailers with price matching policies. These retailers help consumers be maximizers, and encourage them to do their homework to find the best deals. Online sites such as Snipi and NexTag help consumers find the best online deals, so nobody has to visit hundreds of sites to find the lowest price.

Predictions

Retail stores will offer convenient in-store comparison shopping stations, challenging all stores to lower prices and become more competitive .

Key Words

Saving, de-clutter, efficiency, green, transparency, frugal, value


Trend 15. ReNew

Definition

What makes trends cutting edge and unique are the ways they are reinvented or portrayed, with the special touches that blend the trend of yesterday with the latest and greatest of today. What is reinvented doesn’t have to be decades old; in fact, it may only be a few years before improvements are made. Established brands can still succeed and have influence, as long as they can adapt to change, stay on top of trends, and continue to search for the next big thing.

Stats

• Hulu (TV reinvented) has more viewers than Time Warner Cable, with 38 million views vs. TWC’s 34 million.

• The Dark Knight, the latest installment in the Batman series, and Spiderman 3 each made box-office records as the highest grossing films of 2008 and 2007, continuing the trend of reinvented superhero icons and introducing them to a whole new audience.

• Netflix, the company that has reinvented the movie rental industry, sees users add 2 million movies to their queues each day.

• Mad Men, AMC’s runaway hit, has reinvented the way we see the 1960s era, and has become the cable network’s biggest hit to date.

Examples

Google Wave. With Wave, Google has changed the way many internet users perceive e-mail. Though many of us are still figuring out how to use the innovative collaboration tool to its fullest, it’s clear enough to see that, when opened to the general public, Wave might replace personal e-mails.

Kindle. Ten years ago, the thought of reading an e-book would have sounded preposterous. Now, it doesn’t seem that out of the ordinary. Amazon’s Kindle device has reinvented how we read books. With other retailers getting in on the trend and debuting their own electronic reading devices, it’s clear that the Kindle is not a fad, and is here to stay. Though many scoff at the thought of seeing books replaced by a battery-operated device, millions of others don’t seem to think so.

Predictions

The Kindle will expand beyond books, giving users the ability to read magazines and newspapers via the device, becoming an iPod for the publishing world. An App Store equivalent will be formed by leading publishing houses to bring users all available content.

Key Words

Retrofitting, reinvent, adapt, trend


Trend 16. Getting Real

Definition

With access to more information than ever before, consumers can be savvier buyers. We have the power to make more informed decisions through online tools, such as Google. More importantly, we’re able to better trust our judgment, and go with our instincts.

Whether it’s choosing our next elected representative or just debating between some items at the grocery store, we have access to all of the information we need, as long as we’re willing to put some time into making those decisions count. In the business world, human instincts play a big part in relationships, both personally and professionally. By understanding our instincts as well as the thought process of others, we’re able to make those relationships stronger than ever, and make lasting personal connections.

Stats

• 77 percent of online shoppers use reviews and ratings when making purchasing decisions

• Epinions' unique visitors grew from 3.8 million in Sept. 2009 to 4.5 million in Dec of that same year

Examples

Transparency. As more and more businesses recognize how much transparency initiatives can do, they’re quick to form new policies to give more power to the customer while growing the business as well. Ralph Lauren is an example of a company that learned a valuable lesson about transparency.

Epinions. Nearly every online retailer provides the opportunity for customer feedback and product reviews on products, Amazon.com being a major proponent of customer reviews and feedback. What few people realize, however, is that many companies censor product reviews, allowing only favorable ones to make it through to the end.

Predictions

More processes will be in place to make sure reviews are truly customer generated. Facebook or other social media sites will show where information has been modified, adulterated.

Key Words

Transparency, instinct, feeling, strategy, relationships, decision-making


Trend 17. Community Mobilization

Definition

“A reason we may be seeing a growth in networking is because of its use in terms of stabilizing relationships, understanding business climates, overcoming challenges or exchanging off-the-record information in an informal environment,” Mandy Torrens, president of Meetings Professionals International’s UK Chapter said to Meetings Review.com. “In the prevalent business conditions, this can prove invaluable.”

The current economic climate necessitates action and community mobilization. Whether it's networking online or turning digital relationships into real-world contacts, there is a heightened need to build communities. We will explore how digital connections can translate into real world impact and how users are engaging with an creating digital content.

Stats

• Users post 55 million status updates each day, according to Marketing Profs

• There are 3.5 million events are created each month on Facebook

• There are nearly 180,000 monthly Meetups

Examples

Four Square. FourSquare is a mobile location-based application for smartphones like the iPhone, Android and soon, the Blackberry. Users “check in” when they arrive at say a local cafe, book store, park or even a friends house. As more of your friends sign up, you’ll get a better understanding of their favorite hang out spots. Based on your “check ins,” FourSquare can suggest new places for you to explore. And as you discover new places and frequent your favorite spots, you’ll get points and work your way up to “Mayorship” of a local cafe or restaurant or movie theater — wherever you visit the most.

Meetups. While it's one thing to post a comment on a Facebook group page, it's another thing to join a local Meetup. There are book clubs, Harry Potter enthusiast events, local networking events and even bee keeping Meetups. According to Meetup.com, there are 6 million monthly visitors to the site -- 5.7 million of those visitors are members. Furthermore, of the nearly 60,000 Meetup groups, there are nearly 180,000 monthly Meetups.

Predictions

MeetUp.com will incorporate Twitter, Facebook and Tumblr to increase event awareness and attendance.

Key Words

Network, community, exchange, publishing, ownership


Trend 18. Safety Net

Definition

After the 9/11 attacks, the Bush administration dialed-up its efforts to create a more secure America. Homeland Security was formed among many other security initiatives. Since then, the system has been put to the test, with such terrorist attempts as the Nigerian extremist's efforts to detonate a chemical bomb on a plane approaching Detroit. Beyond terrorism, over the past year there has been a renewed fear regarding job, online, financial and home security.

Stats

• An estimated 30 percent of the job market -- or 42 million workers -- is made up of freelancers and growing.

• By 2020, the freelance workforce will grow an estimated 10 percent

• The unemployment rate reached 9.4 percent in Nov 2009

• The proposed Homeland Security budget for 2010 is $42.7 billion

Examples

Online Security. While the nature of social media is to connect and share information with other users, social networks are constantly challenged to keep unwanted users and information out of the site. Facebook has recently made several upgrades to its privacy and security. Since the content licensing disaster in early 2009, Facebook has been doing damage control by developing new privacy settings.

Job Security. With companies shedding unnecessary positions and the unemployment rate teetering at 10 percent, there is a heightened fear of layoffs. Many people have taken their future in their own hands -- giving rise the freelance workforce. An estimated 30 percent of the job market -- or 42 million workers -- is made up of freelancers. By 2020, the freelance workforce will grow an estimated 10 percent.

Predictions

In the face of low job security, the best way is to be your own boss is through small business ownership. Accordingly, there will be a rise in entrepreneurship.

Key Words

Defiance, pioneering, independence, security


Trend 19. Class Conflict

Definition

There is a strong connection between Wall Street and Main Street. "During the last few years, many consumers borrowed more than they should have, and we helped them do it," said Bank of America's new CEO, Brian Moynihan. As a result of the financial crisis, a formerly positive, symbiotic relationship between Main Street and Wall Street has turned into a tumultuous one. Little financial reform and the shameless bank bonuses have created a friction between Main Street and Wall Street.

The struggle between the haves (large financial institutions) and have nots (average consumers) has transformed into class class conflict between the wealthy and middle class. There has been a different reality on Wall Street than the rest of America. This point was perfectly illustrated by the CEO's of top auto manufacturing companies flying on private jets to receive taxpayer bailouts. In this time of have and have nots, these two clashing realities are creating class conflict.

Stats

• Banks paid $32.6 billion in bonuses amid U.S. bailout, according to Bloomberg.com

• The Treasury doled out $3.8 billion in its third bailout of GMAC Financial Services

• US public pensions face a $2 trillion deficit, according to the Financial Times

Examples

Wall Street. Most believe that the priority of bankers on Wall Street is the bottom line, not compassion. When TARP funds were distributed to banks in the hopes of re-energizing lending, those funds were retained by the banks. This did not sit well with Congress or the suffering American public. Wall Street received TARP funds while Main Street was bleeding out.

Main Street. The financial crisis was fueled by the egregious borrowing of the middle class. You don't need to be a financial guru to understand with a $50,000 salary, you can't afford a $500,000 house. While many blame greedy financial institutions for creating the economic crisis, consumers also share responsibility.

Predictions

Until Main Street gets back on their feet, there will continue to be class warfare. Corporations, particularly banks, will need to dial-up their PR efforts to appeal to Main Stream America

Key Words

Conflict, friction, financial instability, TARP, Main Street, Wall Street


Trend 20. Skeptic Nation

Definition

"A year ago millions of people were rejoicing over the defeat of Bush's hated Republicans and were looking for Obama to follow through on his promises of change," writes SocialistAlternative.org. "Fast forward to today, and most people have enormous difficulty naming one clear change that he has enacted."

While we support the need for reform, many are growing apathetic as change is slow-coming. Banks are still receiving incredibly large bonuses, the public option is off the bargaining table, there is still petty partisan rivalry and the list goes on. What happened to the spark that ignited Obama's rise to the top? What happened to real change and eliminating politics as usual?

Stats

• Unemployment is rate lingers at 10% as employers lay off 85,000 jobs, reports NJ.com

• The U.S. consumer has 17% less influence from 15 years ago, according to Minyanville

• According to Pollster.com, Obama's job approval ratings have slipped from around 65% to 47.9% in the past year

Examples

Promise of Change. When Obama took office in 2008, there was hope for a better health care system, more job growth and serious Wall Street reform. Have we reached these milestones? Unfortunately, no. Consequently, Obama's approval ratings have started to slip. According to Pollster.com, Obama's job approval ratings have slipped from around 65% to 47.9% in the past year

Recession. In retrospect, many economists believe the controversial Bush bank bailout did prevent us from slipping into a depression. However, the unemployment rate is continuing to climb. Currently, the unemployment rate is lingering at 10 percent -- a less than 1 percent decrease from its peak in July 2009. While unemployment traditionally takes longer to recover than the economy, Americans need to see results.

Predictions

The only real political reform will come from catastrophic economic disasters. Until then, there will be partisan disputes -- or politics as usual.

Key Words

Change, Obama, reform, muddling through, apathy


About the Authors 3


Sparxoo builds sustainable relationships while delivering meaningful impact on projects with a purpose.

We are expanding our network of socially minded leaders and hope to become a leader in this category.

We strive to create purposeful impact for the long-run

Sparxoo is pioneering the next generation of business that is founded in the principles of:

•  Social entrepreneurship

•  Real responsibility

•  Creative community

•  Courageous leadership


We fuse right-brain and left-brain capabilities to deliver creatively strategic solutions

Digital Marketing

Branding

Business Development


Branding

Branding Goals

•  Differentiate your products, services, and organization to drive preference among your audience

Our Approach

•  Through strategically creative stretching, we develop an aspirational market positioning that stands out from the competition

Our Services •  Brand Strategy •  Brand Identity •  Cause-Related

Mission •  Trends and Insights

Brand Strategy •  We synthesize research and analysis into key insights on which to build a

cohesive strategy to optimally position brands in the market

Segmentation • We believe that segmentation leads to better communication, a more satisfied customer, increased innovation, and higher market share

Emerging Trends •  We are a step ahead in sharing emerging trends •  As the crisis turns to opportunity, there is a new breed of creative

maximizers, new icons are emerging, and patriotism 2.0 has arrived

Excerpts from our blog


Digital Marketing

Digital Marketing Goals

•  Engage your community in meaningful conversations

Our Approach

•  Through in-depth market analysis, we help you find and share your unique voice with your target audience.

Our Services •  Blogging and

Content Strategy •  Marketing Plans •  Social Marketing •  Customer Analysis

and Research

Niche Communities •  Beyond the obvious communities at Facebook, MySpace, and Twitter, there

are many more smaller communities buzzing with activity •  We profiled Ning (which has since exploded), as well as niche communities

such as Twitter Moms, Climate Culture, CauseCast and LinkLessons

Social Networking Etiquette •  Use best practices to participate in the discussion online •  Digg and similar network communities value honesty, your personality, and

real involvement

Gen Y Marketing • 94% of Gen Yers own a cell phone, and comprise 46% of total iPhone users • Gen Y seeks authenticity, and wants to engage in a real conversation; think “earned media”



Business Development

Business Development Goals

•  Grow market leadership while achieving financial success

Our Approach

•  Through business planning and financial analysis, we find the best path forward; our relationships enable us to accelerate the path to achieving goals

Our Services • Growth Strategy • Business Plans • Financial Analysis and Valuation

Fundraising •  While many focus on venture capital, alternatives include self-funding, debt,

friends and family, and angel financing •  Angel investors typically fund from $100k to $2 million and are a good

source of early stage investment

Business Plans •  With a large supply of businesses seeking cash, and a small supply of

investment dollars, the story needs to be smart and compelling: that means market research and highlighting the key success factors

Startup Survival Guide • We shared 10 tips to help entrepreneurs maximize their cash and make it through tough times • Suggestions include: be nimble, focus on revenue, reduce your fat, collect bills, and of course…still provide leadership



David Capece provides strategic leadership with a focus in digital media & entertainment

David Capece, Managing Partner

David Capece serves as a strategic advisor to media & entertainment companies. His recent projects have included digital growth strategy initiatives with Comcast, Lifetime, and NBC, as well as several startups. In these assignments, David has provided strategic leadership in market planning, brand positioning, online marketing, and business development.

David has been focused on digital media opportunities beginning with the development of the Baltimore Orioles first web site in 1997, continuing in his Internet venture capital experience at Katalyst, and more recently as a member of the ESPN.com management team. As a Senior Director at ESPN.com, David was a key leader in building and executing long range plans. He oversaw marketing projects for new media products, led growth strategy, and served as the head of online marketing.

David has 12 years of business experience in investment banking, venture capital, and consulting where he has worked on over $800 million in private placement, IPO and M&A transactions. David graduated with an MBA in Finance and Marketing from Wharton Business School, and has a BA from Johns Hopkins University.


We have a team of strategically creative business professionals

Katherine Parsons, Strategy Director

Katherine Parsons is a creatively strategic marketing professional with a passion for brand development and innovation. Industry experience includes research idea generation, strategic writing and project management. Most recently, Katherine was a Senior Consultant in the Strategy department at Interbrand NY. Prior to that she worked at Faith Popcorn’s BrainReserve and McKinsey. She holds a MSc from The London School of Economics in Organizational and Social Psychology and a BA from Wellesley College.

Ethan Lyon, Senior Writer

Ethan is a creative writer whose talents stretch to brand development and even business strategy. Ethan has written Internet business plans, developed consumer product brand platforms, and has provided creative leadership to advertising campaign. Previously, Ethan was a creative writer on the advertising team at Partners and Napier. He also contributed to the Democrat & Chronicle newspaper as a News and Politics Editor. He holds a BA in Communications and Journalism from St. John Fisher College.


We have a team of strategically creative business professionals

Deirdre Zahl, Graphic Designer

Deirdre Zahl is a graphic designer with seven years of industry experience who specializes in interactive design. She has worked with clients ranging from top-tier luxury brands in the fashion industry such as CHANEL and MAC Cosmetics, commercial and residential real estate clients, Ann Taylor LOFT.com and other small e-commerce sites. She is also experienced in logo, brand and web development, as well as print and web design. She holds a BA in Communication Design from Skidmore College.

Tara Lane, Staff Writer

Tara is a creative writer with experience in editing, publicity and social media. Tara has led SEO initiatives at the Local Info Company in Pittsford, NY. She has also held multiple positions in the non-profit sector including writing and public relations strategy. Tara has worked at the National Association of Independent Colleges, Universities in Washington, DC and the Kay and Yvonne Whitmore Global Management Center in Provo, Utah. She holds a BA in Communications and Public Relations, and a minor in Business Management from Brigham Young University.


100 Merriman Street, #5 Rochester, NY 14607

646-345-1800

www.Sparxoo.com

David Capece Managing Partner

646-345-1800 [email protected]

Katherine Parsons Senior Strategist


Ethan Lyon Senior Writer


Sparxoo's 2010 Trend Report

Education

cncs report

health care

job approval

wall street

approval ratings

beta testing

boing boing

venture capital