Micro Trends For 2008

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December 27, 2007 by Rich Whittle | 0 Comments

Advertising Age:

1. WORKING RETIRED. Three out of four baby boomers say they have no intention of seeking a traditional retirement.

2. SUN HATERS. Look for new interest in sun-safe clothing and permanent sunscreen. And look for more litigation and regulation as the movement gets hotter.

3. NEGLECTED DADS. In the late ’70s, the average dad in a two-parent home spent about a third as much time with his kids as the average mom. By the late ’90s, that number had jumped to 65% on weekdays, and 87% on weekends.

4. THIRTY-WINKERS. The average American now sleeps fewer than seven hours a night, which is about a 25% drop from a century ago. For the moment, it’s big business for the sleeping-pill people and the caffeine people. But we need to tackle its huge repercussions for our safety, productivity and civility.

5. WEB TO WEDDING. Almost 3 million adults say they turned online dates into a long-term relationship or marriage. From DateAGolfer.com to Positive Singles (a site for singles with STDs), singles now have unprecedented tools for finding the one they want.

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Photo by Ben McLeod.