mega trends

"Irrelevancy is where most brands linger before they die."
This is from a white paper presented by Hiebing -- a brand development agency.
Remember Eaton's.... one of Canada's top retailer plunged into irrelevancy by misunderstanding its inherent consumer brand value.
To get you thinking about brand, here are the top 8 mega trends identified in the white paper:
High-Low consumerism: consumer choice - they will spend unlikely dollars on something they believe is valuable and go economical on something they don't. It's the consumer's choice.
Individualism: in the digital economy this is even more pronounced: what I want, when I want it and in the way I want it.
Choice overload: BUT they need help in choosing, because, in today's economy and info overload -- it's just hard to choose.
Hiving: mom or dad, maybe both parents, but the family is the family and we are protecting our unit. Dad's are spending a lot more time with their kids.
Gender complexity: Men are into decorating and fashion and women are into business. Family chores are shared. Who would have thunk it.
New 20 is 30: people are pushing back on starting families and settling into careers. There are more options and 20 year olds are using them -- oh, and living at home.
Geek is Chic: Bill Gates is a fashion statement. Nerds rule. Big Bang Theory is the ultimate geek show and successful.
Retirement Defied: The 60+ generation is no longer looking to find a way to the ocean. They want to stay in the boardroom -- or at least be gainfully employed. And it's not about money.
More than ever the boomers are really afraid of growing old -- General Electric just announced a foray into health care. They're watching the mega trends.
So how does that translate into our advertising?