The follow up to Grandmaster Flash’s seminal rap ‘The Message’ in 1980 was called ‘The Message Part 2 (Survival)’. If 2009 was about consumers ‘getting the message’, then the theme of Survival looks to be a key trend for the near future.

Consumers today are concerned about surviving a range of different ‘onslaughts’ today: the financial crisis, effects of global warming, 2012, global illness, daily stress or extreme weather. They are increasingly drawn to products and services they believe will protect them – or that evoke protection

But the trend is a step forward from previous Fear-based trends. It is an active trend. Consumers today have lost faith in the ability of the establishment or technology to protect them. Trust levels for governments and brands alike are at an all time low. Today individuals know they need to protect themselves.
The Protect & Survive* trend is about being strong, taking back control, making do with what you have around you, and bonding with family, friends and neighbours over common threats.

This socio-economic consumer trend is manifesting itself in several different style trends. Read the full story