MACRO TRENDS
Jonathan MacDonald
Not entirely sure what a 'macro' trend entirely is, or if it had to be fashion based, but it's quite a good report in terms of us acting as a 'business' and how to target consumers etc and consumption/communication. Have a little read, I've selected the key points and pasted them below:
Macro Trend 1: Corporate technology in the hands of Citizens
The commoditisation of technology has enabled many of us to access, use and develop upon tools and resources that once were reserved only for large organisations.
Communication technology as a commodity has propagated an ultra-connected society who are now, more than ever, empowered to interact and be heard.
Nobody will interact with things they don't value, and nobody will advocate things they don't trust.
Macro Trend 2: Physical is increasingly Virtual
Hopes that people "will always buy papers, books and cards" are fundamentally flawed as are hopes that sending a "good old fashioned letter will always be the best way of showing you care" or that "buying a CD is always going to win over an MP3".
Technological advances in augmented and virtual reality will fundamentally redefine what our future enerations
perceive as 'real'.Macro Trend 3: It’s about Distribution not Destination
Creating ways of accessing value via alternative means, enables people to get what they want, when they want.
Singular destinations don't need to die - but multiple destinations or pathways need to be created.
If you create a number of online stores on various platforms then unsurprisingly the sales accelerate.
Macro Trend 4: Mass Niche not Mass Groups
We live in a world of personal media devices, the challenge is to make all experiences directly resonant for citizens who organise themselves in masses of niche communities rather than big demographic groups.
The trend toward individualisation and personalisation means that citizens are claiming accountability of their own experiences.
Macro Trend 5: Broadcast Control is now Self Scheduled
Control of experience has moved to being jointly owned by the content holder and everyone else. Content that is created by citizens can be consumed by others whenever and wherever we, the public, want.
Once we were limited as to what device we had to use but now we are increasingly able to do what we want, on any machine and a screen. This trend means that we are more accountable for our experiences than ever before. We can control how we enjoy, to a greater extent.
The paradox is that people often don't know what they want. But this is not an excuse to bypass the need to understand.
Macro Trend 6: C2C is more powerful than B2C Communication
Media and devices are becoming more personal.
The mindset of treating everyone like a lowly 'consumer' or worse, an 'end user', is the most patronising, insulting and offensive way of approaching any dealings with real people.
If organisations can learn from real people then maybe they can grow up to act like real people - ergo, enjoy the symbiotic power of communicating in a fruitful, productive and valuable relationship
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