September 22, 2005
Let’s play a game I just made up. It’s called Megatrend Magazine, and here’s what you do. Pick up a magazine – we’re going to play today with October’s Real Simple – and see how many megatrends you can spot.
Right away, the inside cover's Crate and Barrel ad for their new bamboo furniture registers a hit for the Greenie column. Using natural, sustainable materials in an eco-friendly way. Score.
Did anyone other than me notice the crow’s feet on Andie McDowell in her L’Oreal ad for hair color? I’m giving it half a nod to the new Real Women trend that’s getting Dove and Nike tons of attention. Okay, she’s gorgeous. Only a quarter of a nod.
Here’s another celebrity that scores with her ad. Tea Leoni for Di Modolo. The jeweler is simply announcing that they support her work with UNICEF. Not a single word in the ad about jewelry. Put a point in the Good Corporate Citizen category. Ditto for watchmaker Baume & Mercier’s Meg Ryan ad.
Aveeno’s ads for natural lip balm and moisturizer score a potential bullseye for what Tom Peters call the Uber Target – Boomer Greenie Wellness Women. All natural lip balm. Model looks kinda “modelish” though.
Target. They are the poster child for the new importance of design in everyday items. Their two-page spread for their new prescription bottles, while not a great creative ad, is a great megatrend ad. Well done, Target, and thanks for leading the way in the design trend.
Cadillac gets the age of personalization. Their ad for the SRX mentions your Personal Assistant. From a car company? Really? Why can’t every company treat me like a real person?
Oh, here’s another one. The Shaw Flooring ad that has a headline that reads like a story. While not a megatrend per se, we all know that women prefer to read storylines than ad copy. The headline reads “I want a floor that looks like that stunning modern museum we ran into when we got caught in the rain in Chicago.” Nice.
Best Buy’s ad for digital cameras and lifebrarian.com is a great example of the Life Cacheing megatrend. Want to read more about that one? Check out trendswatching.com’s full report. It seems we’re all saving digital memories now.
That’s enough for now. And I’m only halfway through the issue. But you get the idea and now you can entertain yourself for hours. What megatrends are you out there spotting?