Trendwatch: Eco-Fatigue
Trendwatching.com is an independent and opinionated consumer trends firm, relying on a global network of 8,000 spotters, working hard to deliver inspiration and pangs of anxiety to business professionals in 120+ countries worldwide. In this 5-part week-long report, Trendwatch reports on five unique trends you won’t find anywhere else.
“Enough already!” is what you’ll increasingly hear from consumers around the world when faced with yet another corporate ‘eco’ vision or must-buy green product. In fact, serious eco-fatigue is upon us, as independent and experienced consumers are fed up with being told what to do, or, more specifically, told what not to do. Treated like unruly infants by Al Gore and his ilk, the eco-fatigued increasingly rebel against the green movement’s obsession with ‘no’.
In hindsight, eco-fatigue was a trend waiting to happen: after all, eco clashes with two of the most profound and enduring mega consumer trends of all time: a lust for independence, and a craving for the real thing (also known as, dare we say it, ‘authenticity’). In short: being told to make do with half-baked versions—or even to entirely forgo one’s pleasures and indulgences—is just, well, not cool.
However, over the next 12 months, expect many more blue chip brands to bend over and take the fun out of robust, honest products, further alienating consumers who are yearning for the real thing.
Which of course spells o-p-p-o-r-t-u-n-i-t-y for brands that do take eco-fatigue and its followers seriously. As always, marketers who dare to look beyond the fad-du-jour, will find a wealth of opportunity. Time to get real!
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Photo by McBeth.
morag cuddeford jones on November 25th, 2007 12:58 pm
You did realise that this particular report from Trendwatching was a spoof didn’t you?
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