Social Media Portal interview with Henry Mason at trendwatching.com

Profiled - Henry Mason, Head of Research & Analysis at trend agency trendwatching

Social Media Portal (SMP): What is your role at trendwatching.com?

Henry Mason (HM): I'm Head of Research & Analysis

SMP: Briefly, tell us about trendwatching.com (for those that don?t know), what is it and what does the company do?

HM: One of the world's leading trend firms, trendwatching.com scans the globe for emerging consumer trends, insights and related hands-on business innovations. Our free monthly Trend Briefings get sent to more than 160,000 business professionals in 180+ countries.

SMP: Why are trends so important and who can benefit from the most?

HM: Trends are an important source of insights, insights that should lead to inspiration, inspiration that can be converted into innovations. Get the insights right, and these innovations will be successful, meaning ultimately that businesses, brands or entrepreneurs make more money ;-)

SMP: How can businesses indentify what trends can be useful for them (regardless for the size and stature)?

HM: Start with the consumer. In the end, all business starts with the consumer. Know what?s important to your customers: their needs, expectations and aspirations, and most importantly how these are changing. 

SMP: How can small businesses (SMEs) in particular use trends to their advantage?

HM: Small businesses can adapt to changing consumer needs quicker. They can take successful ideas, whether from other markets or sectors and apply them.

SMP: What are your top five predictions for trends throughout 2012?

HM: Here?s just a selection from our 12 Crucial Trends for 2012 Trend Briefing, available in full at http://trendwatching.com/trends/12trends2012/

RED CARPET
In 2012, all shapes, sizes and sectors of business, if not entire cities and nations, will roll out the red carpet for the new emperors; showering Chinese visitors and customers with tailored services, perks, attention and respect.

RECOMMERCE
It?s never been easier for savvy consumers to resell or trade in past purchases, and unlock the value in their current possessions. In 2012, ?trading in? is the new buying.

DEALER-CHIC
In 2012, consumers will continue to hunt for deals and discounts, but do so with relish if not pride. Deals are now about more than just saving money: it?s the thrill, the pursuit, the control, and the perceived smartness, and the status.

FLAWSOME
Why to consumers, brands that behave more humanly, including exposing their flaws, will be awesome.

EMERGING MATURIALISM
While cultural differences continue to shape consumer desires, middle-class and/or younger consumers in (almost) every market will embrace brands that push the boundaries. Expect frank, risqué or non-corporate products, services and campaigns from emerging markets to be on the rise in 2012. 

SMP: What are the top mistakes that businesses can make indentifying or implementing trends ?

HM: Here?s our top 3:

Worrying about fads. Hot new products that are here-today-gone-tomorrow are fads. Real trends cater to deep-rooted, and relatively stable fundamental human needs, and therefore you don?t have to worry too much about ?missing the boat?.

Thinking that trends apply to everyone. Not everything applies to everyone, and that virtually every trend has its anti-trend. And the new doesn't always kill the old. E-commerce may be booming, but real world retail is far from dead. Has retail changed in response to e-commerce? Sure. But take one look at excited shoppers spending hours in Apple stores from New York to Shanghai, and it becomes clear that both online and offline retail have many years of innovation and opportunity ahead of them.

Ignoring the local detail. While trends are global these days, implementation remains local, and understanding local habits and quirks can be the difference between success and failure.

SMP: Can trends indicate what may be on the decline in 2012? 

HM: We always look for the opportunities unlocked by trends rather than what?s declining. There?s enough doom and gloom in the world today ;-)

SMP: Social media is a huge trend that?s been with us for a while, how can you see this developing?

HM: Social media is changing how and why people buy, but really it comes down to giving consumers new ways of getting what they've always wanted: the best of the best; and why success in a social world will ultimately come down to one thing: truly superior performance.

SMP: What do you think the top social media or technology trends will be throughout 2012?

HM: People will embrace tools that help them discover and decide: both to decide on things they know they want (and are looking for), and things they don?t know about (yet) but will love when they discover them.

Whether that?s through new ways of asking friends, of following similar or respected curators, or algorithms that do it automatically, the promise of social media will be less about just ?making a connection? but about getting the right information at the right time to people.

SMP: Is there anything else on trends you?d like to share?

HM: Watching trends isn?t difficult! It?s about being curious, watching, and asking why. Everyone can (and indeed in business should) do it.

SMP: Best way to contact you and trendwatching.com?

HM: Email me at henry @ trendwatching.com



SMP: What did you have for breakfast / lunch?

HM: A croissant.

SMP: What?s the last good thing that you did for someone?

HM: Picked up someone?s glove for them. It was snowing, so they were grateful!

SMP: How many hours to you work a week?

HM: Everything I read can uncover trends, so pretty much constantly!

SMP: If you weren?t running trendwatching.com what would you be doing?

HM: Reading, thinking and probably boring anyone who?d listen!

SMP: When and where did you go on your last holiday?

HM: I just got back from snowboarding in France.

SMP: What?s the first thing you do when you get into the office of a morning?

HM: Pick up a green tea, and then read my emails, the FT, and my newsletters. Sometimes in that order.

SMP: If you had a superpower what would it be and why?

HM: Teleportation, to make travelling easier.

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