Our favorite folks over at Trendwatching.com have released their first 2007 report about the TRYSUMERS trend. The concept of consumers becoming more daring in their consumption patterns just because they can.You can also check out their 2007 Trend Report, crammed with emerging trends and examples from brands already capitalizing on them »»
Hate the name, love the trend. TRYSUMERS are transient, experienced consumers who are becoming more daring in how and what they consume, thanks to a wide range of societal and technological changes. Here’s our stab at defining the phenomenon:
TRYSUMERS: “Freed from the shackles of convention and scarcity, immune to most advertising, and enjoying full access to information, reviews, and navigation, experienced consumers are trying out new appliances, new services, new flavors, new authors, new destinations, new artists, new outfits, new relationships, new *anything* with post mass-market gusto.”
To get you going, here’s a list of observations on what's encouraging a growing number of consumers to morph into TRYSUMERS:
- Living in a world of abundance means there’s loads to try out, and it doesn’t hurt that millions of members of GENERATION C(ONTENT) are adding to the pile of unique, original niche content and products. Niche of course being the new mass, as consumer societies are now about standing out, not conformity. Which in turn means an encouragement to explore one’s often broader-than-assumed taste, aided by recommendations from TWINSUMER sites like thisnext.com.
- As saturated, experienced consumers can draw on plenty of past experiences, and know that many more experiences will follow, it's easier to cope with possible disappointment stemming from trying out the unknown. For example, a weekend spoilt by bad weather is more acceptable knowing another three or four trips are planned for the rest of the year.