2010 and Beyond: Emerging and Evolving Trends

Hallmark trend expert tracks society’s shifting attitudes, perceptions and behaviors

KANSAS CITY, Mo. — Hallmark trend spotter Marita Wesely compiles an annual review of societal trends that provide insight into American culture.

“The goal is to spot societal change, and synthesize observations into cultural and consumer insights,” Wesely said. “Understanding the consumer and the ever-changing marketplace is the first step in creating new, innovative products.”

Wesely’s qualitative observations provide insight and perspective to complement quantitative data gathered by Hallmark’s in-house research teams.

“A trend begins, builds, becomes established, and remains as part of the day’s social fabric – and then, at some point, begins to wane,” Wesely said. “A trend typically lasts five to eight years.

“Understanding trends is essential for companies and other organizations that deal with change,” she continued. “The adage that ‘nothing is certain but change’ is a cornerstone of trend research.”

ORIGINAL VOICES, UNCOMMON CHOICES

Intensified by the speed of change, as well the shifting economy, uncertainty will continue to prevail in both the public and private sector. As a result, original ideas sparked by intuition and balanced by critical thinking will have the potential to redefine the cultural and business landscape. New possibilities emerge, surfaced by courageous individuals, making uncommon choices to galvanize action, shaping the zeitgeist.

PEOPLE AS PRODUCERS, NOT CONSUMERS

We are moving rapidly toward a place where individuals will be more interested in composing their lives in a dynamic way than amassing more “stuff.” Taking the “maker” movement one step further, people will see all of the choices they make, even the unconventional ones, as part of the tapestry of life they are creating for themselves. It will be about combining seemingly unrelated elements – whether ideas, lifestyles, environments, education, interests – in one’s own unique way. Less about consumerism and the response to advertising, and more about originality and a person’s response to their own inner vision.

SKIPPING SCHOOL

As the daily grind intensifies and social media dictates a 24/7 mentality, people are psychologically and spiritually drained. People exhausted by all the demands from their perpetually “on” lives will look for relief. The excitement of ‘round the clock access enabled by technology and social media will lose its luster. Individuals, over connected and over extended, will succumb to the temptation to play hooky now and then, be unavailable, unreachable, or just plain absent from select social, religious, political, work or school commitments. This trend will intensify as loyalty to established institutions and convention continues to slip.

SHOW & TELL

People will become more and more interested in a point of view and publicizing it far and wide via an array of social media options, than being concerned about substance or careful fact checking. In this highly democratized techno-enabled age, people behave as though everyone is entitled to their uncensored, unedited opinion. And those opinions need not be valid or supported by fact, critical thinking or depth of insight. Show & Tell culture will thrive as more and more “fact” available in publications, on the airways, television and computer screens becomes inaccurate, unusable or just plain wrong.

EMOTIONAL SPAM

There will be a growing need for people to distinguish what’s real from the “pseudo” in the emotional realm. New developments in the field of neuroscience allow savvy media outlets, marketers, politicians, corporations – even scientific and religious institutions – to capitalize on our positive emotional response to sell their point of view or product. How will we distinguish the authentic telling of stories from the manipulation of emotions?

THE “NO-ZONE”

In an age where the definition of success has been determined by the quantity and quality of one’s material possessions, and the size of one’s bank account, the “No-Zone” represents a refreshing alternative. Whether as a result of financial pressure, or commitment to sustainability, individuals will be defined by what they have chosen to do without rather than adding more to what they already have. Simplicity and restraint become the sought after norm, as people in greater numbers begin to do with less stuff, and get into the “no.”

THE “DETERMINATOR”: Crowd Sourcing

We will draw upon the judgment of crowds even more going forward. Not only will potential consumers be offered the chance to weigh in on whether or not they would purchase a product described online, by indicating their preference (or not!) they could determine if the items gets manufactured at all. Online communities conceptualize, collaborate, design and vote – and then vote with their dollars.

$HIFTING ECONOMIC$ OF MARRIAGE

There will be subtle, yet profound shifts in the dynamics of what we saw as the traditional family. At the very least, women will feel they want a spouse who may not necessarily bring home the bacon, but who will take out the trash. The “typical” economic balance in marriage will change and will reach a tipping point. This sea change will accelerate. As a result, we may even see the institution of marriage redefined.
(20 years ago Blondie started her own catering business, but now earns more than Dagwood since he was laid off by Mr. Dithers.)

CURATION NATION

Whether a personal collection, museum exhibition, book of short stories, or even a blog, consistency and clarity in editing will become important. In the blogosphere, the ability to select and post a cohesive body of information or opinions will separate the amateurs from the pros. Curation – the skill and art of compiling and arranging – ideas, works of art, stories, data or world events, in a clear accessible way is more critical than ever. In both the “dirtual” and virtual worlds, universities, companies, scientific and even religious institutions will be concerned with “idea curation” because the way information, knowledge and culture is sorted and contextualized will shape the way people think. Which in turn will influence people’s attitudes – the choices they make and the way they live.

Flip Side of CURATION NATION

FMB: Find it. Mark it. Blog about it.
Moving forward it won’t be about creating the content or thing, but finding it or surfacing it online… then providing one’s own review about this discovery, preferably on one’s own blog. This “commentary culture” will build, as the person who locates the content ironically becomes more celebrated and revered than the content creator. The issue: Will information officers and curators have more clout than writers and artists? Find it. Mark it. Talk about it – it’s yours!

STAND FOR SOMETHING: Getting there from here

Equivocation and waffling go only so far… in order to make progress in work or life, people will begin to understand that they can’t have it all; or be everything to everyone. When “Both &” won’t work, difficult decisions have to be made. Tough times require tough choices. Realizing that “we can’t please everyone,” people will weigh in with their money, vote(s) or opinion(s) to take a stand on (one side or the other) of significant issues. As increasingly heated dialogues become the norm, wisdom and discernment once again emerge in the cultural commons as important values.

THE MIDDLE WAY: REINVENTION VIA MEDIATION

Issues on a global, national and local scale will become more complex as positive resolution between polarized factions with different views become less common. As a result, look for those with formal mediation training to be sought by nations, public and private institutions, and even individuals. Future mediators will encourage dialogue, helping disagreeing parties to resolve their conflicts and arrive at mutually agreeable solutions. Parties will gain insight to the interests and concerns behind the other parties’ points of view, through conflict and dialogue. Those involved with this process will have a chance to recreate and change the dynamics of the nature of the dialogue – and their relationship.

INFLUENCING THE INFLUENCERS

The man in the street will look for a way to make a difference. Vast numbers of people grown tired of the prepared prattle by media pundits or unconvincing rhetoric from out of touch politicians will strive to make their voices heard. Discontent will build as debate gives way to dialogue and involvement. People through renewed engagement, whether voting, volunteering or charitable giving on local, national, even international levels look to send a message to their leaders. There’s a movement afoot – to influence the influencers as a means to ignite needed change.

About Hallmark Cards, Inc.

Hallmark makes the world a more caring place by helping people express what’s in their hearts and spend time together – a privilege few other companies in the world enjoy. Hallmark greeting cards and other products are found in more than 41,000 retail outlets in the U.S., including the network of flagship Hallmark Gold Crown® stores. The brand also reaches people online at Hallmark.com, via cell phone at Hallmark Mobile Greetings, and on television through Hallmark Hall of Fame original movies and cable’s top-rated Hallmark Channel. Worldwide, Hallmark offers products in more than 30 languages available in 100 countries. This privately held company is based in Kansas City, Mo., and is led by the third generation of the founding Hall family.