A tidy, interesting little White Paper arrived in yesterday’s mail. Unlike most other White Papers that I toss in the trash, I read this one cover to cover—all 6 pages worth.
It’s called “Profiting from Mega-Trends: Eight That Will Change How You Think About Your Brand.” And it’s one in a series of White Papers being written by Hiebing, a brand development and marketing firm in Madison, Wisconsin to celebrate its 25th anniversary. It’s an excellent example of how White Papers should be written.
So consider piggybacking onto these mega-trends when it comes time to write articles, pitch the media, promote your business, create info products, write a book or target niche markets.
Here are the mega-trends that Hiebing identified:
- High-low consumerism. People of all income levels are “trading up” by cutting back spending on some things or simply capitalizing on today’s more readily available credit. Example: a Lexus in the Wal-Mart parking lot.
- Individualism. Marketing must be participatory and personal.
- Choice overload. Too many choices force consumers to seek expert advice to help sort things out—whether it’s which skin care products to buy or navigating a career path.
- Hiving. Companies must recognize the “homebody” inside the Gen Xers (born between 1965 and 1981).
- Gender complexity. Traditional distinctions are blurred, with men becoming more “feminized” and women indulging in the bachelor lifestyle.
- 30 is the new 20. Today’s twentysomethings are waiting longer to settle down and taking this time to figure out their lives.
- Greek Chic. Nerds are cool.
- Retirement defined. Boomers are defying traditional retirement and seeing it as a chance to define themselves.
P.S. Great White Paper, Hiebing. But you have a confusing website. I spent I don’t know how long trying to find the White Paper and finally gave up, confused and frustrated, because of all that flash, the slow load time and the goofy navigation structure. I finally called for guidance and found it.