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September 2009 | What's still one of the most important consumer trends out there? Transparency. Of prices, of opinions, of standards. So let’s look at what’s new, happening, upcoming and important, including the inevitable countertrend. There’s no hiding ;-)
Think 'transparency' is an established, maturing theme? You ain’t seen nothing yet. Sure, we’ve been harping on forever about the many ways consumers can research, compare and review their way to a more powerful position, but every month brings us smart new examples of consumers and brands intent on making opinions, quality standards and prices even more transparent. So, it's time for a fresh look at the latest and greatest in the transparency arena*, where savvy consumers (as well as on-trend brands) can score triumph after triumph. We’ll look at how reviews are set for even more spectacular growth, how price comparison is getting much more sophisticated, and how the inner-workings of companies will be exposed in pragmatic new ways. We then end this briefing with a countertrend, OPENLY OPAQUE, that raises the bar even higher. *Please note that this Trend Briefing limits itself to consumers’ desire for finding the best, the cheapest and/or the most ethical, as opposed to enjoying transparency of all information and knowledge, from government (in)action to the boom in personal profiles. Somehow, we think you will find the below lengthy enough as it is ;-)
You are reading a PDF version of one of our free monthly Trend Briefings. More at: www.trendwatching.com
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