Five Things in the Age of NEWISM
In the current consumer-driven world of instant gratification, hip, hype and functional products outpace competitors and put other brands out to pasture. Ultra-competitive and unrelenting consumption of fads and trends defines the lives of anyone attempting to keep pace. However, not all is squalor in the contemporary era of instant tech upgrades and longing for the next ‘big’ thing. These five things from Trendwatching illustrate several positives the age of NEWISM brings to the lives of today’s consumers – even those who may not know it.
- Creative is Greater than Destruction
‘New’ is transforming from a tried-and-true moniker used by ‘old’ brands – “new and improved!” – to a real, substantially-exciting proposition for consumers. With the speed of creation and production greatly outpacing the destruction of old ideas, the entire world currently produces innovative experiences and products on a daily (if not hourly) basis. Every business-to-consumer company constantly updates and improves their offerings to develop better and more cohesive services.
The incessant acceleration and amplification of information, of excitement, and of attention in the online world, plays an integral part in the trend of NEWISM. Mobile apps such as Instagram, accruing over 10 million users in just a year, and Draw Something, chalking up over 35 million users in just six weeks, lead the way in developing new ground for the speed and reach of quick, innovative consumer technologies. Conversely, the increased rate at which many Draw Something users abandoned the app further proves ‘faster’ applies across all aspects of consumer interest in the ‘new’ age.
- Experience Cramming
Seen as collecting, mixing and matching as many varied new experiences as possible, experience cramming stems from consumer desire to inundate their personal brand with status stories, i.e. brands helping consumers tell status-yielding stories to other consumers. The cost of such unique experiences in an online world, however, persuades consumers to cram all their experiences into as much digital space as possible instead. Sharing such variety of adventures then becomes a new stepping stone for NEWISM – variety and selection become the new ‘new’.
- Status Stream
Showing one’s connectedness and know-how remains a sure source of social-status, with knowledge of the ‘new’ fueling the prestige of NEWISM. The transient, online world allows consumers to keep their finger in the pulse of the flood of new, global products and brands.
There is now less risk for consumers who want to try something different, which means more people are indulging in new innovations and experiences without the jeopardy of wasted money and time. The availability of online reviews and ratings stemming from the moment anything new hits the market also affords room for new business models that enable consumers to experience more ‘new’ with less investment and commitment.