Smart billboards know the difference between boys and girls

July 9, 2009 – 6:00 am

thumbnailby Paul Katz

WHAT’S HAPPENING

  • Smart billboards that can tell apart the men from the ladies are on the way.
  • Singapore’s Agency for Science, Technology, and Research has developed facial recognition software that can separate the sexes and then program a digital board to display gender-specific ads (CNET.com 6.17.09).
  • The software is in Beta but the company hopes to roll out its first system by 2010, which could include a related software program that can tell the age of passerbys … so a lady may never tell  — but a billboard sure will.

WHAT THIS MEANS TO BUSINESS

  • Many consumers prefer advertisements that are specifically focused on their interests — as long as the ads don’t cross privacy lines and become intrusive.
  • The very act of stepping out into the world is becoming an interactive endeavor, as technology is reaching out to touch consumers automatically.

RESOURCES

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By iconoculture | Posted in Consumer Trend, Media | Tagged , , , , , , , , , | Comments Off

Israeli teen helps autos go green

July 8, 2009 – 6:00 am

thumbnailby Rob van Alstyne

WHAT’S HAPPENING

  • 18-year-old Zion Badash has created a tiny device with huge carbon-footprint impact: a wheel-shaped auto add-on dubbed the Z5 that improves air flow to engines and increases combustion efficiency (The Jerusalem Post 3.15.09).
  • Made of a special alloy and with a suggested retail price of $208, the Z5 has no moving parts and can be self-installed by inserting it into any engine’s air filter, reportedly reducing gas consumption by up to 40%.
  • Large car manufacturers worldwide have been in contact with Badash’s company and are now looking for ways to fit the Z5 directly into their vehicles during production.

WHAT THIS MEANS TO BUSINESS

  • Low-cost automotive tweaks will always be a winner in the marketplace as consumers look to gain a green edge (be it environmental or in dollars saved by consuming less gas).

RESOURCES

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By iconoculture | Posted in Consumer Trend, Transportation | Tagged , , , , , , , , , | Comments Off

TOLD YOU SO

July 7, 2009 – 3:00 pm

thumbnailby Charlotte Beal

Why beat around the bush? If we may say, Iconoculture has been hitting home runs in the trend department lately — getting out ahead of the curve on consumer culture before our clients knew what hit ‘em.

In the food world, everyone’s buzzing about “taco trucks 2.0″ — Kogi Korean tacos and their ilk. We pegged the “Drive-By Retail” trend in 2007. Back then, we recommended watching for mobile retail to quickly cross multiple categories. Consumers crave the novelty, subversion and spontaneity of these budget-conscious shops on wheels. Can’t stop noticing gourmet hot dogs (Let’s Be Frank in California, Bon Appétit’s “Around the World in 80 Dogs” feature from the July 2009 issue)? It’s all part of the upscale comfort-food trend that we first started documenting with haute dogs in 2005. From burgers to mac and cheese, the time is once again right for relatively inexpensive indulgences that taste familiar yet sophisticated.

Financial savings? Don’t even get us started. OK, too late. We were tracking movements for the New Thrift more than a year ago, before the Great Recession became official (not to mention the official topic around water coolers everywhere). We also documented the emerging reuse trend in late 2007, before the third “R” was truly making waves. At the time, we spotted an intriguing intersection between the rise of green and the downfall arc of conspicuous consumption. Back in 2002, we laid the groundwork for the fall of the gas-guzzler when we saw that leading-edge consumers were already heading toward a back-to-basics lifestyle. The economy only solidified what we saw coming.

Most important with all of these examples, the value of what Icono does is not in telling the “what,” but the “why.” What will consumers popularize next? We’re always working on it; it’s probably something on Iconoculture.com today.

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By iconoculture | Posted in Consumer Trend, Food/Beverage, Money/Spending | Tagged , , , , , , , | Comments Off

Telemundo telenovela: The thief, his lawyer, her husband and the Census taker

July 6, 2009 – 6:00 am

thumbnailby Rocio Zamora Arzola

WHAT’S HAPPENING

  • How do you get Spanish-speaking Latinos to care about the 2010 Census count? By inserting a Census taker as a character in Telemundo’s Spanish-language soap Más Sabe el Diablo (The Devil Knows More).
  • It’s about a thief falling in love with his lawyer, who’s engaged to the man he wants to destroy. In Fall 2009, the character of a single mother who gets a job as a Census worker will be added (USAToday.com 6.1.09).
  • To increase the Spanish-speaking community’s trust in and clarity over the survey, the character of the Census worker will revolve largely around explaining the system to characters weary of the process.

WHAT THIS MEANS TO BUSINESS

  • Telemundo and other savvy Latino-driven businesses are realizing the direct correlation between an accurate Census count and vital demographic information.
  • An accurate count will also benefit Latinos in political representation and federal funding.

RESOURCES

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By iconoculture | Posted in Consumer Trend, Latino, Multicultural | Tagged , , , , , | Comments Off

Earthaid.net pays homeowners to reduce their energy use

July 3, 2009 – 6:00 am

thumbnailby Josh Kimball

WHAT’S HAPPENING

  • Earthaid.net gives consumers a one-stop spot online to see how much juice their homes are using. The new service helps consumers monitor their home’s patterns, then pays them when they save energy.
  • Using the motto “Smart for Your Wallet. Smart for the World,” Earth Aid Enterprises also sells Earth Aid Kits for between $75 and $99. The kits include home energy savers such as CFLs, smart power strips and rechargeable batteries.
  • Earth Aid, who also have an iPhone application, was the winner of the New Venture Exchange contest at 2009’s Sustainable Brands conference.

WHAT THIS MEANS TO BUSINESS

  • Many wannabe-green consumers are first looking for ways to get a handle on what kind of impact they’re already having on the planet. When products offer both money savings and environmental savings, they’re a tantalizing option for homeowners who want to take control of the household.
  • Consumers concerned about truly becoming green are just as worried about their household and overall footprint as they are in the greenness of any few products they buy.

RESOURCES

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By iconoculture | Posted in Consumer Trend, Green, Home | Tagged , , , , , , , | Comments Off

Alt caterers: Fringe living meets fresh ingredients in L.A.

July 2, 2009 – 6:00 am

thumbnailby Tim Barlow

WHAT’S HAPPENING

  • Indie foodies are bringing their preference for counter culture to the world of food service in Los Angeles (LATimes.com 6.10.09).
  • Often crossovers from, or co-dependents with, the independent music scene, these entreé-preneurs work off-the-grid to cater small events like dinner parties, rock shows and art openings
  • Working predominately with raw, vegan or vegetarian menus, catering companies like Crops and Rawbers, Hot Knives and Mooi have emerged on the hipster scene as an alternative to large-scale catering operations.

WHAT THIS MEANS TO BUSINESS

  • Unafraid of ignoring established channels and corporate ladders, Millennials continue to blaze trails in pursuit of their passions.
  • Where indie music and art collide, artisanal food follows.

RESOURCES

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By iconoculture | Posted in Consumer Trend, Food/Beverage | Tagged , , , , , , , | Comments Off

Running away from it all: “Odyssey Year” gets a boost from recession

July 1, 2009 – 6:00 am

thumbnailby Hans Eisenbeis

WHAT’S HAPPENING

  • Some downsized older Boomers are taking early retirement, opting for a steady Social Security check instead of stressing about finding a new job. How are their young Millennial colleagues handling joblessness? Many are indulging in escapism — literally. The Wall Street Journal reports that post-grads are skipping out on the job hunt altogether and often globetrotting and roadtripping for personal pleasure (WSJ.com 6.3.09).
  • The National Association of Colleges and Employers says that only about 40% of this year’s college graduates have actually applied for a job, a substantial drop from previous years, and only half of those who have been offered a job have accepted.

WHAT THIS MEANS TO BUSINESS

  • The Great Recession has been especially hard on Millennials, though they may not know it. Disgusted by a fruitless job search, some are toughing it out at home with the parents, while others are hitting the road for a year (or two) of self-discovery — the Odyssey Year.
  • Without a source of income, this sort of escapism is just another form of Millennial high-risk financial behavior. But many are undaunted, figuring they have plenty of time to land a career, pay off debt, and begin saving.

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By iconoculture | Posted in Consumer Trend, Work | Tagged , , , , , , | Comments Off

THE THRILLER IS GONE

June 30, 2009 – 3:00 pm

thumbnailby Becky Sun

At the risk of sounding like one more blog, tweet or Facebook status update lamenting Michael Jackson’s death, this week’s newsletter is Iconoculture’s tribute to the King of Pop. I am an American Gen Xer, and MJ supplied the soundtrack to my adolescence. During high school band camp, my then boyfriend, who was a drum major, popped his Thriller cassette into a boombox one night and twirled a kick-butt rifle routine to the throbbing beats of “P.Y.T.” Another boyfriend and I stayed up late to watch MTV’s debut of the “Thriller” music video.

With the possible exception of Elvis and the Beatles, no other pop star transcended borders as successfully as Jackson. Iconoculture Cultural Fluents around the globe told me their countries have felt his death keenly. Atsuko Tanimura of Japan said Jackson remained loved, despite his eccentricities. In fact, his 2007 concerts were sold out, even though tickets cost 400,000 yen ($4,000) each. Brit Kelly Stevens described a public outpouring of grief in the U.K., much like when Princess Diana died. India’s Gen Xers were the first generation to have access to foreign pop music; Anindita Sengupta says Jackson was one of their favorites up until the end, with aspiring singer-dancers still taking cues from him. Ersan Turgun of Turkey concurred: “To this day, many talent shows feature youngsters who choose MJ songs to try to show off their footwork.”

Of all the U.S. exports, Michael Jackson might have been one of our best.

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By iconoculture | Posted in Consumer Trend, Entertainment | Tagged , , , , , , | Comments Off

San Francisco shelters serve Latino working poor

June 29, 2009 – 6:00 am

thumbnailby Abelardo de la Peña Jr.

WHAT’S HAPPENING

  • The homeless aren’t the only ones searching for shelter in San Francisco nowadays. The Dolores Housing Program’s two shelters are providing service to more working Latinos lining up for a meal and a place to stay.
  • Founded in 1983 to aid Central Americans seeking asylum from political violence, the program’s shelters are now housing immigrant day laborers and part- and full-time employees who can’t pay their rent (NCMOnline 6.1.09).
  • The shelters are also providing English as a Second Language (ESL) lessons, weekly health services and client referrals to Mission Neighborhood Resource Center, where case managers help them find affordable housing.

WHAT THIS MEANS TO BUSINESS

  • It’s becoming a vicious circle: It’s hard to get good employment if you have no place to stay, and it’s hard to get a place to stay if you don’t have good employment.
  • Nonprofits, like brands, are making adjustments in the programs and services they provide in order to meet the immediate needs of their clients in difficult economic times.

RESOURCES

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By iconoculture | Posted in Consumer Trend, Economic meltdown, Economy, Latino | Tagged , , , , , , | Comments Off

More Americans say, “Bring on the government for healthcare”

June 26, 2009 – 6:00 am

thumbnailby Hans Eisenbeis

WHAT’S HAPPENING

  • How desperate are Americans for relief from escalating health insurance costs and disappearing benefits? They’re increasingly willing to let the federal government get involved. That’s according to a May 2009 poll by CNN and Opinion Research, which found that 63% of survey respondents “would favor an increase in the federal government’s influence over their own health plans” — especially if it lowered costs and provided coverage to more Americans (CNN.com 5.29.09).
  • As we recently reported, the average American household pays an extra $1,000 in its healthcare premium just to cover the uninsured and the underinsured. The healthcare crisis, long simmering on the back burner, is about to boil over.

WHAT THIS MEANS TO BUSINESS

  • With Boomers on a crash course with Medicare, and American corporations collapsing under the burden of sponsored healthcare programs, there’s no question that something dramatic needs to be done at the highest levels of government. President Obama has signaled that he’s working on a solution.
  • Americans are fed up with long-term intractable problems like the dysfunctional health insurance system. No other industrialized country relies on employers to provide health insurance to its employees. That’s sure to change in coming years.

RESOURCES

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By iconoculture | Posted in Consumer Trend, Health, Money/Spending | Tagged , , , , , , , , | Comments Off

USB-powered microwave heats up office lunches

June 25, 2009 – 6:00 am

thumbnailby Katie Elfering

WHAT’S HAPPENING

  • Office drones chained to their desks have no hope of heating up a hot lunch … until now. Heinz has developed a prototype USB-powered microwave that lets workers keep working and eat a hot lunch without leaving their desks.
  • Called the Beanzawave, the mini-microwave stands a short 7.4-inches tall by 6.2-inches wide and 5.9-inches deep — just big enough to hold Snap Pots, a new microwaveable dish from Heinz. (Convenient, huh?)
  • Beanzawave plugs into a computer’s USB port and heats up dishes using mobile radio frequencies. But what about when the battery’s drained? Lithium ion power is a possibility if the product makes it to market.

WHAT THIS MEANS TO BUSINESS

  • Treehugger.com gave the prototype an “un-treehugger” rating given its waste of power and overall unecessary-ness (6.09). But there’s something to be said for convenient options that fit consumers’ lifestyles.
  • Finding the balance between smart innovation and silly gadget is key as consumers crave smart tech that’s energy savvy.

RESOURCES

  • Beanzawave from Heinz is still a prototype, but is expected to retail for $160 if it comes to market.

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By iconoculture | Posted in Consumer Trend, Food/Beverage, Work | Tagged , , , , , , , , , | Comments Off

Cash-strapped rappers trade bling for bucks

June 24, 2009 – 6:00 am

thumbnailby Lisa Parks

WHAT’S HAPPENING

  • Keeping rappers on a reasonable budget in this economy is like pulling teeth and that’s truer than ever for hip hop artists who are used to putting their money where their mouth is.
  • Rap stars and wannabes are ditching their gold and diamond encrusted teeth, called “grillz,” at websites like SellYourGoldTeeth.com. That’s right! You can trade in your jewel-studded smile for benjamins.
  • Other bling — gold rope chains, diamond pendants and gold rings — are also taking a back seat as buyers become more frugal. Houston-based jeweler Johnny Dang, the self-proclaimed “King of Bling,” says his sales have dropped 60% during the recession (WallStreetJournal.com 5.26.09)

WHAT THIS MEANS TO BUSINESS

  • Who said diamonds are forever? The recession has reached all sectors of the music industry and even members of hip hop royalty, known for their ostentatious style and show of wealth, are looking for ways to maintain status without over-spending.
  • With niche sites selling castoffs, lesser-known rappers and wannabees have a chance to revel in the rewards previously relegated to the true players.
  • Luxury brands aiming their wares at big-spending rappers might want to hold back on the size and shine while hip hop adjusts to the recession.

RESOURCES

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By iconoculture | Posted in Consumer Trend, Fashion, Money/Spending | Tagged , , , , , , , , | Comments Off

EVEN BETTER THAN THE REAL THING

June 23, 2009 – 2:37 pm

thumbnail by Hans Eisenbeis

I have a new friend — my hairstylist. For 20 years, I’ve been a stereotypical Gen X slacker who cut his own hair. Finally, my wife persuaded me to let go. “Isn’t it about time you got an adult haircut?” So I booked a chair at a local salon and met Tim. He turned out to be exactly my age, a big cycling and skiing enthusiast like me, and a music snob to boot.

Why the haircut? I was preparing for our annual company meeting, which brings together all of my amazing Icono-colleagues from around the country. These meetings are as inspiring as they are exhausting. Since we work remotely the rest of the year, they allow us to reconnect in the real world. We see how many new gray hairs might have sprouted, who’s got a Southern California tan, who has that Pacific Northwest windburn, and so on. Best of all, it allows us a face-to-face brainstorm about new trends and new topics — what’ll be hot in 2010 and beyond.

One of the most interesting topics to emerge from our meetings last week:
how each consumer contains a multitude of identities, ranging from our ethnic heritage and our families to where we live, the avatars we maintain and the generation into which we were born. It’s a new macrotrend we call MultiMe, and we’re discovering many new and interesting examples and opportunities for research in coming months and years.

And even if I’m a 40something dad working on consumer trends in a virtual office, at heart I’m still a Gen X slacker with DIY hair.

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By iconoculture | Posted in Consumer Trend | Tagged , , , , , | Comments Off

Multiracial is fastest growing demo in the U.S.

June 22, 2009 – 6:00 am

thumbnailby Anna Otieno

WHAT’S HAPPENING

  • Estimates by the Census Bureau show that multiracial Americans are the fastest growing demographic in the U.S. (DiversityInc.com 5.29.09).
  • Prior to 2000, census survey takers could check only one race or ethnicity, even if they identify with more than one. But since 2000, the Census has allowed people to check more than one box. The result: In 2008, the number of multiracial citizens rose 3.4% to about 5.2 million Americans, or 5% of the overall minority population. People who check more than one box has increased by 33% (BlackVoices.com 5.29.09).
  • While checking more than one box is an option, the Census survey questionnaire is still void of a “multiracial” category.

WHAT THIS MEANS TO BUSINESS

  • Consumers are pushing for the recognition of all their cultural identities. Companies would be wise to realize that the traditional buckets of race and ethnicity are being tipped over and redefined.

    RESOURCES

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    By Iconoculture | Posted in Consumer Trend, Multicultural | Tagged , , , , , , | Comments Off

    The nuclear option: Retiring early

    June 19, 2009 – 6:00 am

    thumbnailby Hans Eisenbeis

    WHAT’S HAPPENING

    • Thanks to the Great Recession and the huge bite it’s taken out of home equity, 401(k)s, and long-term savings, most Americans believe they’ll never be able to retire. But some older Boomers are taking the opposite approach: They’re taking early retirement to receive the guaranteed cash flow of social security payments today. The Social Security Administration reports that there’s been a 25% increase in retirement claims since October 2008. That’s almost twice the rate that had been projected (LATimes.com 5.24.09).
    • Working past retirement is fine and good — if you have a job. But plenty of Americans in their early 60s are getting laid off, and taking twice as long to find new jobs. Experts say taking early retirement may be their best option in many cases.

    WHAT THIS MEANS TO BUSINESS

    • Americans are eligible for early retirement at age 62, but they take a significant cut in social security benefits if they don’t wait until they’re 65. Still, it’s an option for preserving cash flow if they’ve recently lost a job.
    • Taking early retirement does not preclude going back to work when or if a job becomes available.
    • Early retirement may cause a lot of pain in years to come, as retirees exhaust their savings.

    RESOURCES

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    By Iconoculture | Posted in Consumer Trend, Economic meltdown, Economy, Money/Spending, Work | Tagged , , , , , , , | Comments Off