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May/June 2008 | We briefly introduced ECO-ICONIC earlier this year in our '8 trends for 2008' briefing: time now for a more comprehensive take on how the branding of eco-goods and services is about to enter a new phase... Oh, and weʼre throwing in ECO-EMBEDDED and ECO-BOOSTERS, too. Yes, itʼs a lot, but you can readily apply all of these examples and insights to your own business and brand today. Enjoy!
“ECO-ICONIC” Intro | What could we possibly add to the heaps of eco-documentaries, carbon emission studies, corporate greening initiatives, and Earth Day activities now dedicated to one of the world's biggest tasks at hand: moving from wasteful, polluting economies to sustainable ones? Well, how about a fresh, consumer-oriented look at the opportunities in the next 12-18 months now that ʻeco awarenessʼ has been embraced not just by treehuggers and celebrities, but by sizable parts of the global middle classes, too? When applying this ever-wider embrace to green products and services, the shift looks somewhat like this: we've gone from ECO-UGLY (ugly, over-priced, low-performance, unsavory yet eco-friendly versions of the ʻreal thingʼ) to ECO-CHIC (eco-friendly stuff that actually looks as nice and cool as the less sustainable originals) to now ECO-ICONIC:
ECO-ICONIC | "Eco-friendly goods and services sporting bold, iconic markers and design, helping their eco-conscious owners show off their eco-credentials to their peers. At the heart of ECO-ICONIC is a status shift (isnʼt there always?): many consumers are eager to flaunt their green behavior and possessions because there are now millions of other consumers who are actually impressed by green lifestyles.”
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