2012 Predictions

What’s Next?

Market researcher and futurist Judy Galloway previews the top new trends for 2012 and predicts how they’ll affect packaging.

Written by Judy Galloway, G-group Market Research

Every January, G-group Market Research researches and publishes a trend report called the G-Ometer Report, which takes the temperature of the characteristics, contours and contradictions of the culture that we believe will influence the future. To develop the report, we use a multi-prong approach of market research, strategic planning and futuring methodologies.

In 2012, we will live in interesting times so hold on for a wild ride. Ready or not, change is intensifying.An aging population, extreme weather, economic insecurity, blows to the U.S. middle class, physics up-ended and, oh yes, the rise of renewed sexism. Some challenges seem overwhelming but we ignore them at our own peril. On the plus side of change, there are significant growth markets to explore including Brazil, India and China. Think globally, go where the growth is.

On the downside or slow growth side, there are significant consumer challenges, which can be thought of as new niches to be developed. Certainly, every packaging line should have highly functional, good-looking value-priced options.

Since we began developing the G-Ometer Report, we have seen technology as the driving factor that is shaping the future. We are truly in the technology age; it is all-pervasive and will play a pivotal role in the future of all categories.

So, what’s next?

Turbo-Charged Technology

The world’s running faster, faster, faster. Watch for the convergence of social media with inexpensive connectivity and the “Cloud” to power the planet. Technology in all categories will continue its ascent, which will eventually result in singularity when the computer outpaces the brain.

How will technology affect packaging? Look for ways to use technology to improve product performance and manufacturing and logistics productivity. Design components that “speak to consumers.” Why not incorporate a digital reminder to the consumer to use the product on a specific schedule or engineer in an automatic re-ordering capability when the product begins to run on empty or an automatic shut-off mechanism when the expiration date has been reached and, of course, dispensing the ideal amount of product for specialized conditions?

As time is spinning out of control, organization and ease of application that save consumers a nanosecond will be appreciated as well, such as color products in components in the exact shade of the product, built-in “cannot be separated” applicators and sharpeners and step regimen products engineered to fit together.

Of course, technology-enhanced manufacturing and logistics for just-in-time delivery are required.

But, the story doesn’t end here—the speed and sophistication of technology will also inspire a counter trend.

Silence Is Golden

Silence and simplification is an antidote to the lightning pace of new technology. As the world becomes more high-tech, look for the re-emergence of hand-crafting such as vintage, the art of the perfumer, natural home remedies, pure, organic botanical ingredients, as well as hand-blown glass components. We will see components designed by well-known artists of all kinds including painters, sculptors and silversmiths and one-of-a-kind components commissioned and handmade as commemorative pieces.

Learn to Listen

The last but certainly not least trend to be aware of is the need to know. We are and will continue to live in turbulent times. Change will continue at a record pace. Instability and insecurity will increase. The best defense is a strong offense. To take action you need to know what the consumers’ challenges are and where their passions lie. The best new ideas are what’s truly important and what’s profitable. The best brands and companies will strive to become brand heroes. Do your own research with consumers and with your customers and prospects and develop new ideas that surprise and delight along with research that delivers quantitative answers to your customer.

Encourage your iconoclast designers and engineers, keep looking forward to the future; this is not the time to relax or kick the can down the road. Act but do not over-react, pick your shoots and look before you leap.

About the Author

Judy Galloway is managing partner of G-group Market Research and founder and creator of the G-Ometer Report. [email protected]; www.g-groupmarketing.com