newsletter - TrendWatching
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newsletter - TrendWatching
Homepage | All Trends | In the Press | Our Services | Tell a Friend We sent you a lot of trends this year. We also met many of you in person at our afternoon seminars and private corporate sessions in North and South America, the EU and Asia Pacific. We truly enjoyed the exchange, and look forward to meeting up again in 2005. For this end of year edition, we've incorporated some of our most important trends into the rather broad 'MASTER OF THE YOUNIVERSE' concept. It will get you going in 2005, in 2006, in 2007... We've also added an extensive update on our MASSCLUSIVITY trend, made all of our past trends accessible and have added coverage of our trends by major publications worldwide, most recently Fast Company, Washington Post, BBC, Entrepreneur, Hindustan Times and Harvard Business School. NEWSLETTER TRENDWATCHING.COM ISSUE 22 December 2004 NEXT ISSUE IS DUE 10 JANUARY 2005, DON'T MISS OUT!! Subscribe for FREE: please fill in your email address. In 2005, expect even more trends and more insights: your comments are as always more than welcome. A new edition of our newsletter will arrive in your inbox on 10 January 2005: Happy Spotting! TELL YOUR FRIENDS AND CO-WORKERS! Well, not all of them of course, just the few you really like. Simply forward this newsletter or visit our TELL A FRIEND page. JOURNALISTS, EDITORS, PRESS Feel free to publish part or all of these trends at your convenience. As long as you properly name, credit and link to the source, www.trendwatching.com, we're happy. The gales of Creative Destruction were never better felt than in 2004. From powerful design and luxury for the masses that forced even the most mundane organizations to deliver an experience, to BRIC powerhouses (that would be Brazil, Russia, and above all, India and China) making themselves heard, this is not exactly a business arena for the fainthearted. The real story however, and one that is still on page/screen one, is the 'New Consumer': at the core of each of our and other trend watchers' mega/meta/macro trends are the new consumers, who create their own playgrounds, their own comfort zones, their own universe. It's the 'empowered' and 'better informed' and 'switched on' consumer combined into something profound, something TRENDWATCHING.COM has dubbed MASTER OF THE YOUNIVERSE. At the core is control: psychologists don't agree on much, except for the belief that human beings want to be in charge of their own destiny. Or at least have the illusion of being in charge. (Thank you, Tom Peters.) And just because they can now get this control in entirely new ways, aided by an online, low cost, creativity-hugging revolution that's still in its infancy, young and old (particularly the young) consumers now weave webs of unrivaled connectivity and dig instant knowledge If you're a journalist working on a trendsrelated article, check out our extensive PRESS SECTION: we'll do our best to make your life easier. ;-) PRINT IT! Click here to print this newsletter. If you have trouble viewing the file, click below for a free download of Acrobat Reader. WHO SUBSCRIBES? gratification. They exercise total control over creative collections, including their own creative assets, assume different identities in cyberspace at a whim, wallow in DIY / Customization / Personalization / Co-Creation to make companies deliver whatever and whenever on their own terms, and so on. Needless to say, it's not a done deal. Not all power has or will shift in its entirety towards every single individual on this globe, but neither will the current hierarchies, in which consumers may now and then still find themselves on the bottom rung, survive. Eventually, consumers will stop at nothing to achieve and enhance their MASTER OF THE YOUNIVERSE status, and corporations have no choice but to facilitate this process. When technology, societal norms, demographics or any other fundamental force unlocks basic, deep human needs and desires in new ways, all the average company can do is to assist and serve. As always, to bring all of this down to earth a bit, we have compiled a long list of MASTER OF THE YOUNIVERSE statistics, spottings and services. As this concept slash trend is so massive, part II and III are to follow in upcoming editions. Buckle up for Part I's, random proof, examples and ammunition: •••• BREATHLESSLY ADDICTED MASTERS OF THE YOUNIVERSE are now officially addicted to online access, the fuel that keeps the YOUNIVERSE going, a phenomenon which we dubbed ONLINE OXYGEN a while ago. How connected and addicted are consumers? Well, consider the fact that 812,000,000(!) human beings are now online worldwide (Internet World Stats, September 2004), with Asia claiming most users, and China, with close to 100 million ONLINE OXYGEN addicts, boasting more online citizens than any other nation except the US. The word 'amazing' would be an understatement. Which also goes for the fact that close to 100% of all teenagers in countries like The Netherlands, South Korea and the US rely on online oxygen to shape their budding YOUNIVERSES. Case in point: two months ago, a Yahoo/OMD Internet Deprivation Study, which involved 12 US based families going without any kind of online access for two weeks (backed up by a survey amongst 1000 online users), found that 'regardless of age, household income or ethnic background, all participants in the ethnographic research study experienced withdrawal and feelings of loss, frustration and disconnectedness when cut off from the online world'. Furthermore, participants described their time offline as 'having to 'resist temptation', missing their 'private Fortune 500 marketers, analysts, heads of startups, management consultants, budding and serial entrepreneurs, students, researchers, VCs, journalists, business development directors, fellow trend watchers, and anyone else interested in staying on top of the latest trends. Want to join them? PROMOTE YOUR BUSINESS! TRENDWATCHING.COM and its sister-site Springwise New Business Ideas offer a highly targeted and prestigious way to promote your brand and your services to 85,000+ marketing and business development professionals around the world. Want to know more? Click here! escape time' during the day, and 'feeling left out of the loop'. The latter should dispel most people's fears about MASTERS OF THE YOUNIVERSE being egotistical: lack of communications figured most prominently in the withdrawal process. However, the most telling finding: 'It was incredibly difficult to recruit participants for this study, as people weren't willing to be without the internet for two weeks,' according to Wenda Harris Millard, Yahoo!'s chief sales officer. Take away ONLINE OXYGEN, i.e. confidence, security, social networks and empowerment, and entire YOUNIVERSES will implode. Talking about empowerment: with humankind's collective knowledge now at everyone's fingertips, it shouldn't come as a surprise that a poll conducted by MSN Search found that search engines are the first port of call for nearly half of men seeking advice. Male MASTERS OF THE YOUNIVERSE talk to their search engines more than their girlfriends, colleagues or even their families. And yes, TRENDWATCHING.COM knows that both Yahoo! and MSN have a vested interest in these outcomes, but does anyone really believe the online revolution is anything short of, well, revolutionary? As ONLINE OXYGEN becomes essential, so do the various devices associated with it: they simply cannot be shared. Just witness how the concept of privatized ownership has invaded the family nucleus when it comes to cell phones, iPods, game consoles, computers, BlackBerrys, digital cameras. In the US, families can buy packages with up to five free cell phones (FamilyTalk, FamilyTime etc), while in the EU, 80% of all kids aged 15+ own mobile phones. However, once MASTERS OF THE YOUNIVERSE have their tools, they're definitely willing to share the content associated with it, as long as it's on their own terms: the iPod, for one, is easily turned into a jukebox, playlists get exchanged, and sharing is the new giving. It's all about control, not necessarily isolation: controlling one's space, time, content, communications, one's YOUNIVERSE. •••• FREEDOM, MOBILITY & INDEPENDENCE In a not-too distant past, the automobile was the ultimate symbol of coming of age: a way out from parents (and friends' parents), from siblings' prying eyes, from geographical constraints. No longer: for hundreds of millions of consumers worldwide, 'The Cell Phone is the New Car' (as the Economist cleverly stated earlier this year). Consider these similarities between the automotive and wireless/handheld industries: • Model and customization define the owner • Replacement is frequent • Choice is massive • Branding and design are key • Competition is global • Anticipation of new models is enormous For MASTERS OF THE YOUNIVERSE, FREEDOM, MOBILITY and INDEPENDENCE rule, and the cell phone delivers these benefits to the youngest of generations. Want (staggering) numbers? The worldwide number of mobile cell phone users is estimated at 1,6 billion people in 2004 (from 1,3 billion in 2003). A staggering 320 million of these users can be found in China. The global number will rise to 2,1 billion in 2009 (source: Ovum, July 2004). Close to 30% of all tweens (age 6-15) in Hong Kong, Australia, Japan and Singapore own a cell phone. This number is 50% for most European nations. Germany and Sweden, with 65%, have the highest score. In The Netherlands and Japan, close to 100% of all 14 year olds possess a cell phone. No wonder that in the UK, a group of teens who recently agreed to go without their phones for two weeks as an experiment (Manning Gottlieb OMD), told researchers that their social lives had fallen apart (source: Independent). The biggest related story for 2005? ONLINE OXYGEN (UMTS, WiFi etc) meets Freedom! With the average MASTERS OF THE YOUNIVERSE now having spent years online, the online mindset is deeply ingrained and stretches outside the office desk; it's 24/7, on the way home, when in the park, during boring business seminars ;-)... So are you and your company still in a car-mindset or a phone mindset? Have you thought about learning from or partnering with the wireless industry as that's where the action is, that's where MASTERS OF THE YOUNIVERSE find their kicks these days!? •••• But wait, it's not ALL virtual and online: thanks to the low cost revolution, the new car is not only the cell phone, it's also... the plane! Giving an entirely new meaning to 'getting away from it all', inspecting the various corners of one's real-world YOUNIVERSE is now more accessible than ever, as low fare airlines like AirAsia, RyanAir, Tiger Airways, AirArabia, GOL and JetBlue; and NO FRILLS CHIC hotels like Yotel and NO FRILLS easyHotel will soon span the entire globe, creating a unheard of low-cost ecosystem enabling MASTERS OF THE YOUNIVERSE to travel and reside anywhere in Europe, Asia Pacific, South America, the Gulf Region, Africa, North America at prices any member of the MASS CLASS can afford. Please also re-read our PLANNED SPONTANEITY trend, which further deals with this goanywhere, get-everything, go-anytime mentality, and MASTERS OF THE YOUNIVERSE's associated expectations of instant gratification, which will transcend the world of travel and eventually become the standard for all B2C industries. -------------------------------------------------------------------------------------------------- -------------------------------------------------------------------------------------------------- NOW STARRING Accommodating 6,396,000,000 individuals of which at least 1,000,000,000 (from Stockholm to Singapore) have the means to be aspiring MASTERS OF THE YOUNIVERSE, is no easy task in the real, physical, resource challenged world. Creating one's own (virtual) YOUNIVERSE and multiple identities in cyberspace is, however, no problem at all. Millions of consumers now 'live' in online communities, play multiplayer games, chat with anyone and everyone. A quarter of American households owns a Sony PlayStation, Halo2 sold USD 125 million worth of copies on its launch date a few weeks ago, the related Xbox Live service includes 24 countries, and more than one million paying subscribers, and Lineage, the world's most popular online multiplayer game, has 3.2 million monthly users, of which 2.2 million in South Korea, where the game was developed. How are these virtual worlds/games impacting daily life? Consider the following fascinating MASTER OF THE YOUNIVERSE learnings: • In games, the individual is always the star. Which then translates to gamers expecting to be a star in the real world, in daily life, in the workforce, wanting to lead and to stand out. • In games, there's always a solution, gamers just have to find it. Pounding on a problem until it gets solved may then translate into more persistence and optimism when not behind the console as well. • In games, failure is part of success. Anyone who tries a new game fails multiple times before getting it right, so the Gamer Generation is more willing to take risks. (Sources: USA TODAY and 'Got Game', by John Beck and Mitchell Wade.) It is exactly this kind of behavioral change that make the MASTER OF THE YOUNIVERSE concept so exciting: whenever human beings' expectations change, the nature of consumerism and relationships with brands and companies are bound to change as well. And how about wanting to be three MASTERS OF THE YOUNIVERSE instead of just one? Fully 56% of online teens in the US have more than one email address or screen name and most use different screen names or email addresses to compartmentalize different parts of their lives online, or so that they can experiment with different personas. Boys report having multiple email addresses or screen names more often than girls. Sixty-one percent of boys have more than one address, almost a quarter have four or more. Half of online girls (50%) have more than one screen name or email account and nearly one in five girls have more than four online identities. The oldest boys (15 to 17) are the most likely to have more than one address, with two-thirds reporting multiple addresses. The most active internet users are the most likely of all to have multiple addresses. Of those teens with multiple addresses, nearly one-quarter say that at least one of those addresses is a secret address that teens use when they do not want their friends to know that they are online (sources: Pew Internet & American Life: Teens & Their Friends). •••• BUY, BUY, BUY OK, so let's talk consumer empowerment. Is there a single consumer left in Cape Town, Seoul, London, Vancouver or Dallas who does NOT check a plethora of opinionated or know-it-all websites before spending serious money on camcorders, hotel rooms, golf gear, cars, dating, or vintage sneakers, online AND offline? Is a MASTER OF THE YOUNIVERSE-in-purchasing-mode's first stop NOT www.planetfeedback.com or www.askanowner.com or tripadvisor.com or www.dooyoo.co.uk or www.guenstiger.de or www.mm.co.kr or www.buscape.com.br or epinions.com or ebay.com or www.elcheapo.nl or amazon.com or kelkoo.com or the thousands of other curators (read: blogs), forums and bulletin boards striving for the kind of transparency that should scare the ... out of every business professional? Fact is, the debate about your prices and your offerings and your services and your quality has moved online, with millions of consumers joining the conversation. And they talk to each other, not to you. By the way, this phenomenon too is going mobile, 24/7: consider Amazon.com Japan's new 'Scan Search', which enables consumers in any real-world store to point their cell phones at any product's barcode and then get instantly directed to Amazon.com.jp on their phone screen where they can view the (no doubt lower priced) item, and have it sent to them straight away? It's the tip of the iceberg, with Google now sending users any answer they desire by SMS, Yahoo rolling out a new mobile portal, etc. (Pictures courtesy of engadget.com.) Only solution to avoid total commoditization in a MASTER OF THE YOUNIVERSE world: to be unique, one of a kind, to let the customer personalize, customize or even better co-create with you your goods, services, processes and experiences. Easier said than done? Re-read our CUSTOMER MADE for inspiring ideas, and to find out what horrible things may happen to those stuck in a pre-transparent MASTER OF THE YOUNIVERSE era. More on consumer empowerment and GENERATION C (MASTERS OF THE YOUNIVERSE are actively claiming their right to self expression, to creativity), CURATED CONSUMPTION, NICHE MANIA, new ways of branding, and TWINSUMER revolutions in the upcoming Part II of this trend. •••• OPPORTUNITIES The bad news: most companies don't get the above. Yet. The good news: most companies don't get the above. Yet. We know YOU get it, and no doubt while reading this trend description you've come up with plenty of other indicators, observations or manifestations of MASTERS OF THE YOUNIVERSE, be it the blogging revolution or TiVo or Dan Pink's free agents, or Richard Florida's Creative Class or the hundreds of thousands of consumers making a living on eBay. So may we humbly suggest you start collecting these observations? Create your own MASTER OF THE YOUNIVERSE file, box, folder, or whatever works for you and start connecting the dots. Use the above (and upcoming parts II and III) as the start of a framework, then closely observe your own changing behavior and that of others when it comes to connecting, buying, selling, creating, communicating, learning, entertaining and so on. Understand that no longer will companies be able to see themselves as the centre of the universe. Their proper place is amongst the many planets, suns, comets and what have you, facilitating and delighting MASTERS OF THE YOUNIVERSE by letting them do their own thing and handing them more control. Which means hard work now, and lots of profit in the future. As always, there's more to come (we're obviously tempted to dedicate an entire book to this topic)!! >> Email this trend to a friend. RELATED TRENDS Nearly all of our trends are related to MASTERS OF THE UNIVERSE. WANT TO LINK TO THIS TREND? www.trendwatching.com/trends/MASTERoftheYOUNIVERSE.htm -------------------------------------------------------------------------------------------------- In 2003, we coined MASSCLUSIVITY. Ever since, we've continued to study the fast changing world of luxury, spotting loads of MASSCLUSIVITY and UBER PREMIUM manifestations (the latter phrase was coined by Tyler Brule to describe truly exclusive and totally premium goods and services for a worldwide elite besieged by MASSCLUSIVITY creep). We incorporated Alain de Botton's STATUS ANXIETY; which explains consumers' never-ending quest for status and standing out amidst a SEA OF SAMENESS and MASS CLASS standards. And we certainly learned from Boston Consulting Group who pointed out that TRADING UP is now such a mass-phenomenon that it is actually leading to TRADING DOWN: consumer spending is polarizing across a number of industries, with consumers consciously (and, may we point out, without any embarrassment) shopping for bargains -- Costco! Target! -- in order to be able to buy status-confirming Coach bags and Aveda toiletries a week later. In fact, as the luxury market is now the most prominent provider of status, in a world dictated by experienced, mature consumers demanding the best of the best, every marketer needs to religiously track what's doing in the world of the Pradas, the Lufthansas, the Jumeirahs, the Maybachs, the Bulgari Hotels and so on. After all, "one generation's indulgence becomes the next generation's necessity" (James Twitchell). And while we definitely see signs that creativity is slowly but certainly becoming an alternative source for gaining status, (please re-read our GENERATION C trend, which we'll update in our January 2005 issue), we don't expect the luxury phenomenon to run out of steam in 2005. Au contraire. The biggest new markets for MASSCLUSIVITY and UBER PREMIUM are the boom regions of Coastal China and Urban India (increased global prosperity, anyone?), where flaunting luxury brands is and will be de rigueur for years to come. Consider Shanghai's 'Dior Cosmetic', which was designated as the most luxurious Dior boutique, and made China the third country (after France and Japan) to get one. In China, the annual sales of Dior are now increasing by 40 percent to 50 percent. Near Shanghai's Dior boutique, you'll find Louis Vuitton, Armani, and Cartier, all going the after the country's estimated 160 million luxury consumers. In fact, Armani plans to open 20-30 new stores on the mainland by 2008, Prada will invest USD 40 million in China in the next two years (doubling the number of stores there this year to 15), and Louis Vuitton plans to have 13 Chinese mainland stores early 2005. That's just the beginning: the number of Chinese consumers with an annual income above 240,000 yuan (about USD 30,000) is expected to reach 250 million in 2010. (Source: ChinaView.) Meanwhile, in Europe and North America, a shift towards luxury experiences continues to build up. According to a recent American Express Platinum Luxury survey, 59% of affluent Americans (those with incomes of USD 100,000 or higher) would rather spend on experiential luxuries— restaurants, travel and entertainment— than on gadgets and goods. The Experience Economy is alive and kicking, and here too, purveyors of luxury provide people like yourselves with an endless source of inspiration, whether you're in FMCG or financial services. •••• So, here's a new list of global MASSCLUSIVITY and UBER PREMIUM spottings that should help you dream up goods and services attractive enough to satisfy even the most demanding MASTERS OF THE YOUNIVERSE ;-) HOT: Business Class-Only airlines, terminals and more Some lessons from the world of travel: as JetBlue delivers leather seats at SouthWest fares, airports in Asia and Europe have become 'Airport Cities' offering luxury shopping and great dining, and well designed waiting areas for the MASS CLASS now out-style traditional business lounges, how can you help premium passengers still stand out? Sure, flatbeds and on-board a la carte dining are proliferating, but how about making the entire experience truly exclusive? Take a cue from Germany's Lufthansa, who have just unveiled the world's first dedicated luxury class air terminal in Frankfurt. No crowds, no queuing and no jostling, just personal assistants, valet parking, individual offices, and well-designed rest rooms, dining and cigar rooms. Best of all (and worth the USD 10,000 first class ticket tag alone), passengers will be chauffeur driven to the aircraft in a Mercedes SClass or Porsche Cayenne. The 1,800 square meter (19,000 square feet) terminal will handle 350 passengers a day, including members of Lufthansa's new, beyond-frequentflyer 'Hon' program (for which only 2% of its current top customers qualify). A second MASSCLUSIVITY terminal in Munich is in the works for 2005 (sources: FT, TravelBiz). It fits well with another development we highlighted in a previous update, but now really seems ready for take-off (forgive the pun): the emergence of all-business-class flights. Here as well, Lufthansa is one of the pioneers, flying from Munich and Dusseldorf to Chicago and Newark, using PrivatAir planes configured to seat only 48, all business class, passengers. Also making use of PrivatAir is Swiss International, who will introduce a similar business-class only flight between Zurich and New York (Newark) in January 2005. There will be 56 seats and six weekly flights. Competition may come from new PremiumAir, who plans to start all-business class flights in Spring 2005 between Geneva and Newark. Meanwhile, and perhaps eyeing the PrivatAir market, NetJets Europe has placed a USD 160 million order for 25 Raytheon Hawker planes. Deliveries starting in 2007, the planes will be available only to share and lease clients. Not to be outdone, Singapore Airlines has skipped 'regular' economy and only offers business class and 'premium economy class' on its direct Singapore-New York and LA routes. The number of seats has been brought down from 313 to 181. Last but not least, Italy's Eurofly will launch all-business flights between Milan and New York in June 2005. Aiming to offer the service six days a week, the cabin configuration includes fully electric and lie-flat, 58-inch pitch seats, equipped for services such as video on demand, computer connectivity and inflight e-mail/SMS capability. Expect similar initiatives in a host of B2C industries: consumers will increasingly crave to be separated from the masses, and as long as they are willing to open their wallets, you're in! ;-) •••• Blingclusivity Apple may have a black and red iPod U2 Special Edition on offer, but Crystalmini brings consumers real MASSCLUSIVITY with more than a touch of Bling: the company sells iPod minis in the color of your choice, adorned with 'One Crystal per song to represent every song you love'. In true BRANDED BRANDS fashion, the NEXT ISSUE IS DUE 10 JANUARY 2004 Make sure you don't miss out on our next batch of trends. To subscribe, please fill in your email address below and click on 'SEND'. crystals are from Swarovski. Orders currently take 3-4 weeks to fulfill, due to heavy demand, which of course adds to the whole MASSCLUSIVITY spiel. Anything you can adorn and thus make more special? •••• Cyberclusivity As social networking sites Friendster.com and Linkedin.com are now distinctively MASS CLASS, the next step in linking up with a select number of MASTERS OF THE YOUNIVERSE is aSmallWorld, an invitation-only online community which is not open to the public. It allows its 22,000 members to interact more effectively with 'like minded' individuals who share similar friends, interests, and schedule. Think most exclusive restaurants, hotels, and night clubs in over 60 major cities, summer and winter resorts and keeping track of major events, parties, exhibitions, film and music festivals and sporting events such as motor racing, tennis, sailing, golf, and others. Next step: anextremelysmallworld.com? Don't forget: the fewer the members, the higher the margins! •••• Spotted in Dubai, UAE: not only is the Mina A' Salam the world's first Grand Boutique hotel, it also offers MASSCLUSIVITY within MASSCLUSIVITY by offering a Premium Leisure Club floor for its non-business guests. Most business travelers now enjoy dedicated business floors, but this is a family oriented concept with an exclusive check in and reception, a dedicated lounge area (with all day beverages, afternoon tea, predinner canapés etc.) and spacious outdoor seating for the sole use of Premium Leisure Club guests. For children, a purpose built playroom and computer room are provided for their entertainment. The Club provides a personalized service through its specially trained team. It's yet another interesting take on how extend existing MASSCLUSIVITY concepts and assets for business consumers to the leisure crowd. •••• One more reason to look at UBER PREMIUM goods and services: even though a whole new industry is emerging that is so over the top that in theory the services on offer are out of reach to virtually anyone except the most chosen few, our favorite professor of advertising, James Twitchell, has already pointed out that selling UBER PREMIUM products and services in smaller doses, increments or units of time WILL create yet another interesting MASSCLUSIVITY market within reach of mere mortals. Point in case: average consumers may not be able to buy a shiny Mercedes Benz convertible, but they can afford a SIXT rental Benz cabriolet for only EUR 119 a day (USD 158)! Or how about Godiva's USD 100-a-pound, ultra premium G Collection chocolates, which come complete with a USD 350 keepsake gift box. Most consumers will not be able to afford kilos of the stuff, but they may buy one G chocolate at a time. As even the most premium of premium becomes affordable when presented in bite-size servings, you have yet another reason to keep a close eye on what delights the NON-CYCLICAL RICH these days. •••• OPPORTUNITIES Had it with luxury? Feel TRENDWATCHING.COM is turning into a mouthpiece of the rich and famous? Think again. We're not suggesting you launch your own First-Class-Only airline, or start selling chocolates covered in liquid Peruvian gold, but we do hope that the pieces of the STATUS puzzle are falling into place with the above examples, the MASTER OF THE YOUNIVERSE concept, and everything else we've published and presented this year: it's about constantly learning from the companies who understand what truly drives consumers, and about finding out which tangible and increasingly intangible benefits deliver the highest satisfaction and thus highest margins. See you in 2005! >> Email this trend to a friend. WANT TO LINK TO THIS TREND OR READ THE DESCRIPTION? www.trendwatching.com/trends/2002/11/MASSCLUSIVITY.html ORIGINAL TREND Want even more inspiration? Our next newsletter, which we'll send out on 10 January 2005, will bring you new trends like INFORMATION STARVATION and updates on our GENERATION C and LIFE CACHING trends! Received this edition from a friend or colleague? Get your own free subscription here. DISCLAIMER The author reserves the right not to be responsible for the topicality, correctness, completeness or quality of the information provided. Liability claims regarding damage caused by the use of any information provided, including any kind of information which is incomplete or incorrect, will therefore be rejected. More information can be found in our Terms and Conditions. COPYRIGHT All trend descriptions and trend names are copyright TRENDWATCHING.COM. Feel free to publish or reproduce the trend information found in this newsletter and on our website, on the condition that TRENDWATCHING.COM is properly credited (and linked to) as the source, including our URL: www.trendwatching.com. If you're a journalist working on a trends-related article, just email us if you need quotes and insights: we'll do our best to make your life easier. MAIL ISSUES If you experience any difficulty reading this newsletter, please send an email to help@trendwatching.com, stating the exact problem you encountered. Our tech support will try to solve your problem as quickly as they can. Alternatively, you can view this issue at: http://www.trendwatching.com/newsletter/newsletter.html. CHANGE YOUR EMAIL ADDRESS OR UNSUBSCRIBE Want to change your email address? Email info@trendwatching.com, clearly stating your old and new email address and we'll take care of it. In case you no longer wish to receive this newsletter, please send an email to info@trendwatching.com, including your name and subscription's email address. We would truly appreciate it if you would let us know your reasons for canceling: it will help us to improve our services. Who knows, we may one day have the pleasure of welcoming you back! CONTACT/ADDRESS DETAILS TRENDWATCHING.COM B.V., Herengracht 562, 1017 CH Amsterdam, The Netherlands. New York mailing address: 328 W88th Street, suite 5, New York, NY 10024, United States. London mailing address: Suite 1, 50 Redcliffe Square, SW10 9 HQ London, United Kingdom. Web address: www.trendwatching.com Email address: info@trendwatching.com.
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