The shift occurring, wherein which consumers are expecting to be given knowledge on the health related aspects of the food they are consuming in restaurants, is reflected in Faith Popcorn’s Trendbank Term ‘AtmosFEAR’. Consumers are taking their health into their own hands, doubting that the establishments actually have the consumers’ health as a priority. Consumers are demanding that their health be at the forefront of a business’ model, and are thus causing change in the health food offerings at restaurants. The ‘Vigilante Consumer’ has played a major role in the continued efforts to not only make restaurants supply information about the products in their foods, but also to make those establishments become accountable in delivering healthier foods. Morgan Spurlock, the director, producer, writer and star of the film ‘Super Size Me’, is a perfect example of a Vigilante Consumer, as he utilized mass media to affect a general sense of unease in the population with regards to the fast food industry, and thus was instrumental in pressuring said industry into being somewhat more accountable to their clientele. ‘Being Alive’ is the third term employed by Faith Popcorn which can be associated to the inclination of consumers questioning what is in their food and demanding answers. Being Alive encompasses consuming foods that are not only tasty and varied in their options, but that are healthy and provide the appropriate balance of nutrients to promote overall wellness and longevity.
Keeping in mind Faith Popcorns Future trends I think Adventure Tourism in India will help people to try new and different things rather than picking the standard vacation of going to a hill station, Back waters in Kerala or going to the beaches on the east and west coast to relax. Adventure tourism helps people to come out of their “cocoon” and try different adventurous activities.
It encourages one to meet new people and join other groups with similar interest and thinking which identifies with Faith Popcorn’s future trend of “clanning”, it helps the younger generation to network, meet individuals with the same ideas and beliefs who like nature and the outdoors and adventurous activities.
I believe it will become a trend with the young successful Indians starting adventure tourism companies to capitalize on the growing market by “cashing out” from the regular corporate job. They will begin to finally start doing something they enjoy while running their successful Adventure tourism companies.
I think with the trend of Indians beginning to become health conscious and embracing outdoor activities and exercise will have a large positive impact on Adventure Tourism as it will promote the trend of “being alive”.
To conclude I think Adventure tourism is a growing part of tourism in India, especially with the beauty it has to offer and it being surrounded by Water on three sides, the beautiful Himalaya’s in the north and beautiful beaches on the coast makes India an ideal destination for Adventure Tourism.
In my opinion, a new car needs to be developed according to the needs of tourists (even for disabled people). This car should be designed to assist the foreigners enjoy their remaining in their destination. It should be small in size and light in weigh, hybrid or solar-powered four wheel model, with an advanced GPS system, high-tech equipment including music from all over the world (so tourists will have the chance to enjoy their driving by listening their favorite music) TV and worldwide radio. Additionally, a robotic voice-guided application will provide the visitors with all kind of information about their destination, including time tables for sightsees, traffic information and cultural knowledge, in their mother langue. It should also be charged with a special satellite connection, in order to have the possibility to inform its base in case of any emergency. Moreover, it could collect data as been driven and provide an overview of the travels and destinations visited to both tourists and company, in a nice map. The vehicle in question should have a small fridge, the possibility to drive it open-toped and enough space for basic luggage. It should also use two different engines, each giving move to the right and left wheels respectively, for the following reason: it should have the possibility to split in two motorcycles. This will give the visitors the opportunity to move separately as well, reduce the traffic and emissions and finally will solve the parking problem of extremely popular tourism destinations. Finally, a variety of colors should be carefully chosen, according to the lifestyle of the individuals. In that way the tourists will know that if other tourists drive a blue car, these people are interested in culture, green for nature, orange for adventure, yellow for fun ect.
The mentioned vehicle meets the following Faith Popcorn’s tasks:
Pleasure Revenge, Future Tense, SOS, Achoring, Casting Out, Down Aging, 99 lives, Clanning, Egonomics, AtmosFEAR, Fantasy Adventure.
In Faith’s popcorn Trendbank, Future tense defines the continue trends of suicidal attempts in South Korea. Whether it is school, work, home, or peer pressures Koreans are unable to cope with the pressures of society. With increasing technologies and economic downturns, life has become chaotic and for some it may be difficult to handle. Koreans feel that the only way to deal with these anxieties is to take away one’s life. Jung Joon attempts to prevent and diminish the suicide rates in Korea. His workshop takes the person back to the beginnings of life or the root causes of suicidal thoughts. It is a spiritual reawakening for the person and the person understands what he or she must do in order to get his or her life back on track. Like the idea of Anchoring, the person can reflect on his or her past experiences and extract that transcendent thought and understand the importance of life. It is an epiphany for the experiencer and a rebirth of their new self. Being Alive can be a paradoxical term in regards to the Coffin Academy, but the objectives is the same, keeping oneself alive or the betterment of a healthy mind. The oxymoron is in order to be alive is to die. To preserve life is to ensure the experience of death. This approach can allow de-stresses of the mind and rejuvenation for the person. Taking this approach may increase longevity and enhance life appreciation. Suicide is a serious epidemic, but the of idea of lying in a coffin may be an extreme enough concept to attract curiosity for those Fantasy Adventurers. Developing a “rejuvenation spa” that “buries” their clients in the ground can bring another form of relaxation or meditation. Desensitizing the clients from the outside world of technologies and personal stresses by complete darkness in the coffin-life pod can bring, serenity and self-reflection among the clients.
In modern day society, most of us who are leading the 99 Lives and assuming too many roles in our hectic daily lives are constantly looking for new avenues to release our pent up frustrations. With space tourism slowly creeping its way into the market very soon many people in the general public would slowly be able to join the ranks of astronauts and space adventurers and make their journey a step closer to space. Consumers who are seeking pleasure revenge can be sought as the space enthusiast gets to experience something that pushes the boundaries of space and modern innovation. During the space transit, the citizen astronauts would experience the thrills of the journey into the sub-orbital where the space shuttle would travel at neck breaking speeds, as well as giving customers a taste of zero gravity after the space shuttle has left the earth’s atmosphere. The fulfilment of down-aging as adults would be able to fulfil their childhood dreams of venturing into space and experiencing zero gravity, as well as have a glimpse of earth from the outer space. With many on-going tests to ensure the safety of the sub orbital flight, it gives consumers a sense of fantasy adventure where they would be able to experience extreme speed and zero gravity at virtually no risk at all.
The science technique behind lime, combine with take-a-way food is a concept to serve the people who like to spend less time on having to deal with the hassles of cooking a meal. But there is still a need for nutrition and taste of foods, not only eating. Linking with the Future Trends of Faith Popcorn, 99 Lives is the future trend which will fit with this Easy Take-a-Way Box. It is the trend which forces people to act multiple roles in their busy lives. Therefore, a restaurant can use this technique to respond to the people in this trend easily. These people want to save time as much as possible to manage everything in their lives. So time is the main criteria for them. The restaurants can delight them with foods or meals that do not take a lot of time preparing. Once the customer orders the foods, and he or she has leftovers it will be heated. Even after 3-5 hours, it will still be heated when they decide to eat it. This Easy Take-a-Way Box can reduce time for warming any foods, either heating or boiling. Moreover, it can respond to the need of tourists who have to travel and do not want to stop. This box can help them. The price of lime is fairly inexpensive so the seller can add the value to their take -a-way foods without increasing the cost by using this box as a container. Restaurants can increase their value of take-a-way foods. There will be an increase in customer satisfaction when they eat foods when they don’t have to eat because the food is already heated. The US military shows how it is possible to heat food on the go without having to use any heating appliances.
As we have seen the evolution of internet and tourism over the years. In my opinion it has not only made the live of potential travelers easy but also given them a sense of security to choose their options at leisure and convenience.
Here I would like to relate it to Faith Popcorn’s trend bank “cocooning” which provides a protection or shelter from the harsh realities of the world. In the similar way internet and its shenanigans provide that cosy environment to the information seekers to choose their destination.
Also in this fast moving world where people are multitasking and living many lives in one moment. Faith popcorn’s another theory could be related here i.e. “99 lives” which emphasizes on the modern motto of “Too Fast a Pace, Too Little Time”. Online tourism is that answer to the quick needs , wants and desires of the potential tourists. This is targeted towards the urban, modern and fast generation x.
Online tourism is helps the travelers to choose their destinations and take a break from their hectic schedules to indulge in the pleasures of life and have a real feeling of being alive & happy. This could be intertwined between Faith Popcorn’s theories on “fantasy adventure” and “being alive” for today’s and tomorrow’s travelers.
In the spirit of Faith Popcorn’s futurism and predictions of lifestyle trends, I expect a wealth of positive trends and opportunities for Brazil as a result of the World Cup 2014. Trends related to Brazil hosting the World Cup 2014 include the improvement of local infrastructures in Brazil and the overall boosting of the economy as more international companies have faith in the strength of Brazil’s institutions. Greater international interest and foreign direct investment means that Brazil’s economy will grow even faster, which will allow it to resolve some of the social problems and social injustices that are the main cause of Brazil’s crime issues. Therefore, I think that the World Cup 2014 will have a positive effect on improving conditions in the favelas, while helping the Brazilians achieve upward social mobility as well as a higher quality of life.
As Faith Popcorn points out, the role and status of women is set to improve exponentially worldwide. The World Cup 2014 will have an overall positive impact on women in Brazil. This is relevance even for sex trade workers, who are taking advantage of the free language courses being offered to help locals prepare for the World Cup 2014. Learning new languages not only helps to protect the sex trade workers, allowing them to bargain for better prices and get help when they need it, but also allows the women to transition into other professional (Locker, 2013).
Another lifestyle trend that will emerge as a result of the World Cup 2014 is a boost in sale of the Brazilian food as well as the globalization of the caipirinha, the iconic drink of Brazil made with the sugar cane-based alcohol cachasa. Brazil’s food industry is rapidly growing, and the local and international markets are becoming increasingly interested in Brazilian’s products such as meat, wine, and spirits.
Locker, M. (2013). Brazilian Prostitutes Learning English Before 2014 World Cup. Time. Retrieved online: http://newsfeed.time.com/2013/01/10/brazilian-prostitutes-learning-english-before-2014-world-cup/
The term Clanning from Faith popcorn refers to sharing common ideas or feeling to other people who have similar thoughts or beliefs. The Harley Davidson convention that happens every year could be an example of clanning. The Harley Davidson Sturgis Rallies is a convention for people who love their motorcycles and share their ideas to the other members of the group. They share their products and technologies that they have adapted to motorcycles. Having similar ideas and sharing those to others can lead to a strong society for HOG members. Despite the fact that the members are from different states, they would have a strong relationship.
Harley Davidson has increased in their popularity in recent years. The members of HOG have increased in numbers, and a huge number of people visit the Harley Davidson Sturgis Rallies to share their emotions and ideas. However, there are many people who don’t accept the motorcycles due to stereotypes. Alike people who have tattoo, that is somehow not accepted nowadays society, motor cyclers also have not a good image as well. This refers to the Faith Popcorn’s term Icon Toppling, where a community has its own followers, but somehow, there are people who are against it.
According to the Future Trends of Faith Popcorn, there are two trends that can fit the concept of a 3D virtual tour in a hotel room. The first trend is Fantasy Adventure. People want to get out from boredom and stress. There are many travelers who seek for new experiences or wanting to try something new and exciting. However, they also don't want to take the risks. By implementing 3D virtual tour technology in a hotel room, it allows the guests the ability to experience the atmosphere and environment of each place by not having to go to that place. For example, if they want to visit South Africa Safari. They can just stay in the room and wear the 3D special glasses. They can venture and explore the Safari. The guests can feel the wind and hear the sounds of wildlife animals in the Safari and also be able to smell the environment. They might feel like they are in that place but in fact they are still in their room. It’s a great way to travel safely in the confines of the guest’s room. The 99 lives is the second trend that can match the concept of 3D virtual tour hotel. Nowadays, people who live in the big city do not have the time to travel or have the time for a vacation. However, they might want to escape to far away places to relax and de-stress from their work. By using the 3D virtual tour, it can help people eliminate the cost of traveling. They can also save time by not having to go to that destination. Since people are too busy and have little time, by having the 3D virtual tour in a hotel room, it can make the guests feel like they are on an adventure without really having to travel far. For example, some guests might want to go to Paris and have dinner in Eiffel Tower, they can easily use the 3D virtual glasses and select the Paris location, this allows them to view and feel the atmosphere of the Eiffel Tower.
I think using self-diagnosis applications and websites such as Web MD shows a trend of “cocooning.” Humans want to be prepared; they try to avoid the unpredictable and “home” offers exactly that. People feel more comfortable and safe at home than the unpredictable realities of the outside world.
If we look at aristocratic families of the post-Edwardian era, after WWI, doctors would visit the families and perform surgeries in their home. On one hand, humans look at things in the past that made them feel secure. Hence, people seek the security of their homes and “anchoring” is becoming a major trend. On the other hand, visiting a country like India for medical attention, verifies the trend of “anchoring,” as one gets to reach back to their spiritual roots by practicing yoga and meditation at the country of its birth.
People travel to other countries to receive medical attention because they seek services and procedures that meet their individual needs. The craving of individual recognition is knows as “EGOnomics.” Personalization of products, hospital rooms, and medicines is directly pertinent to today’s trend of “EGOnomics.”
Due to today’s fast paced world multitasking has become a part of our daily lives. According to Faith Popcorn, “99 Lives” is the trend of being forced to assume multiple responsibilities due to the limited time and multiple roles we assume. This trend is evident by the various technological means people utilize to try to self-diagnose and be the doctor themselves.
There are many reasons why the lifestyle hotel could be the new trend of hotel development. First of all, each lifestyle hotel has its own character, the character could attract the guest who share the same value, then will form a new clan. Secondly, people could enjoy themselves with affordable luxuries. Some lifestyle hotels as luxury as boutique hotel, but the expense just a half of the boutique hotel. In the third place, the lifestyle hotel absorb many advantages of boutique hotel and chain hotel, then create the new form of hotel which more engage the needs of market and customers. Fourthly, many lifestyle hotel locate at those place where far from the city, this could provide a simple way of living to the men and women who are living under high stress of work. In the fifth place, the lifestyle hotel is focused on wellness and life-enrichment, this idea dovetail nice with the new concept of “wellness” of the society. The lifestyle hotel shows us an overall better quality of our lives. Last but not least, many lifestyle hotels emphasize the sustainability hotel and community; it is in favor of protecting our environment. Those the reason why I think the lifestyle hotel could be the new trend of hotel development.
Biometrics are literally opening new doors within the hotel industry, and slowly phasing out the necessity for traditional hotel key cards. Once considered to be innovative, magnetic key cards are losing momentum in the hospitality sector. More and more properties are opting for the trendy “Smartcards” and RFID (Radio Frequency Identification) cards which do not require key-to-door contact in order to unlock your guest room or purchase an item in the gift shop (Mulholland, 2010).
As currently seen aboard cruise ships, these cards are capable of functioning on multiple levels throughout the guests’ stay. This allows guests to function within their “99 Lives”. The ability to constantly multitask and the multiple functions of the card are some of the added benefits of this technology for the preoccupied business traveler. Charging items to the room is obvious, but some of the less obvious features might be checking in and out through a simple wave of your smartcard at a kiosk in the lobby. RFID cards are already in use at New York's Plaza Hotel, and Starwood Hotels are considering implementing them in the trendy Aloft and Element properties (Mulholland, 2010).
Travelers may even be able to save preferences on the cards for return stays, from pillow type to floor choice, lending the technology to Faith Popcorn’s trend of “Egonomics”. The customer becomes further individualized and recognition is lifted to a new level, giving the customer heightened satisfaction during their stay and increasing the likelihood they will return to the property.
As we are aware that more and more, successful airports are becoming entertainment venues, passengers are increasingly willing to actually spend time in these places and experience new things rather than just pass through them. As such, if we take the time to think about it, it’s safe to say that airports are catering to new and different kinds of lifestyles.
The fact that airports are full of stressed out consumers every day, the Small Indulgences (Si) thematic from Faith Popcorn’s Trendbank fits in very well, as angst filled passengers are looking for distractions from their stressful travelling and looking for ways to escape for a limited amount of time; the new services and products that airports are introducing, such as massage centres, golf courses, different kinds of themed restaurants etc, are being created for just such indulgences.
Another thematic that seems to be connected with this subject is Being Alive (Ba), as health conscious consumers are part of the demographic of airports (namely business travellers). Thus, providing spa treatments, healthy food and relaxing environments will fulfil their awareness of good health and longevity.
The modern age and all its innovations leave a lot of room for daydreaming, especially for a business traveller. Creating a totally different environment for them, one that they could never get normally, fulfils the thematic of Fantasy Adventure (Fa), where for a short period of time, they forget about their duties and responsibilities and focus on something that feels good; as an example we have the creation of an oasis themed area, with authentic plant life and other elements that enhance the credibility of the fantasy.
Today, companies and consumers both are becoming aware of the value & need of sustainability to be able to ensure that our future generations are able to have a non disrupted life. This is reflected in faithpopcorns’ trendbank term ‘FutureTENSE’ where in we understand the urgency to take measures now to be able to secure tomorrow. We need to be careful about how much and what is being used. Most importantly all resources need to be used in the most effective manner possible. Exploitation of natural resources will lead to a difficult future & we will be unable to survive in the industry due to scarcity of resources. There is usually a cost to recycle & reuse materials but in turn this helps to save a substantial amount which can be invested in the future.
As studied by Green Seal, an organization certified in the environmental practices in several businesses, conducted a survey a few years ago and concluded that average 150-room hotel consumes in one week as much as 100 4-person households do in one year. That's a lot of consumption and waste! (www.greencleancertified.com)
The trend bank term ‘Save our Society’ (SOS) helps us to understand the meaning of saving, compassion and ethics. It helps us to evaluate our actions and decide whether we should use a certain resource or not. If we do – we need to evaluate which is the best way to reduce waste. Hotels like Amara world hotels and Listel hotels amongst many others are adopting the sustainability program to create awareness about the environment & to be able to reduce future damage. The other trend bank term is ‘ÉVEolution’ which shows us the change taking place wherein hotels & restaurants are incorporating the ‘go green’ campaign. Through this we can understand how the thought process of companies and of consumers is evolving and they are taking responsibility to create a better tomorrow.
Tourists want newer places to visit and explore. Men and women who have been spending their time and money on visiting luxurious places like Taj Mahal, Eiffel Tower, etc. want to see something different and new. I think it will be an amazing experience for these tourists to visit a place that is completely different from the usual places they mostly travel to.
According to the Faith Popcorn report, slum tourism could be a part of fantasy adventure and will give excitement to these tourists. There is no risk involved in visiting slum areas. The tour operators are familiar with these slum areas and work in collaboration with the local people and local authorities.
Earlier people were hesitant on visiting third world countries. Over the time, this attitude has changed. They do not feel awkward on being surrounded by hundreds of strangers who look at them curiously. They are open to take risks by being in places that might be harmful to them up to certain extent.
Also, people prefer the money they spend to be used for a just cause rather than on luxuries and high profile lives of managers and executives. The profit collected towards the slum tours by the tour operators is donated to the NGO’s that are established to improve the education for the families of the slum residents (Atkin M. 2010).
I wish the local people in the slums have a better quality of life. Up to certain extent, tour operators servicing these slums can contribute to the upliftment of the slums by contributing their profits for the development. Having a better life for the slum residents will improve their health, they will have better education, they will have better career opportunities and will contribute to the nation by providing service, paying tax, representing the country in sports and other fronts, etc.
The local residents can also set up shops that would sell products manufactured by themselves and other locals. During the tours, the tourists can buy these products as souvenirs. The various small scale industries like leather, handicrafts and others could put their products in their own neighborhood. This would increase the revenue for the local residents and their standard of living would improve.
Another excellent way of improving the life style of the locals is by using the TRIZ’s principle of intermediary. The vacationers who wish to undertake volunteer work could assist in helping the local residents. These vacationers can help in different ways like providing education to school kids, educating the local people about hygiene and work conditions, etc. The life of the residents would improve and the vacationers would feel a sense of satisfaction after helping and improving someone’s life and also enjoy being in a different environment.
In the world where the safety of our food is being challenged by climate change, batteries and contaminations of all kinds, people growing hydroponic vegetables can counter the effects of unpredicted natural disasters, reduce costs and encourage eco-friendly space usage like on a small balcony or rooftop to harvest their own fresh organic produce("Hydroponics," 2013). This can help domestic wholesalers and retailers reduce costs of transportation time and lower the overall cost of production (VideoOfTheWeekDotCom, 2011). It also helps form community. Moreover, hydroponic plants can use as home and commercial decoration (kirstendirksen, 2011).
Japan is the world leader in vertical farming technology and is fast becoming the agricultural model for the future. It offers an eco-friendly fertile farming solution that guarantees produce can be grown in a fully protected environment 365 days a year anywhere in the world (Nuvege, 2011). The Nuvege company specializes in lettuce and other green produce and prides itself on producing the safest and highest quality hydroponically grown vegetable products possible. Its farm building in Kyoto, Japan, now produces over six million heads of lettuce for its clients like the Subway sandwich franchise, Disneyland and the U.S. military. Japan helps maximize land and space usage by doing this vertical farming, which means thousands of square metres normally required for high volume food production can fit within buildings in our urban centers (Nuvege, 2011). This helps to secure the supply side of production and there is better control over food safety because there is no use of pesticides, herbicides, irradiation or fertilizers (Nuvege, 2011). Hydroponics help reduce water use by 70-90% (Nuvege, 2011). After a natural disaster like the tsunami in Japan or the floods and droughts worldwide in recent years, food produced may be unusable and unsuitable for consumption after these extreme losses (Subagyono, Sugiharto & Jaya). The vertical farming technology eliminates much of the danger from these problems and provides savings for the consumer.
I believe that this idea of a social network in a hotel, where one can have access to a device in one’s room, would as a network wherein which the hotel will respond to all guests’ needs. For example, GSO service that can answer in all languages and Room service that you can be utilized through this intranet program. Since the hotels always have intranet for back of the house and cooperates use, I believe this will be good in order to improve guest experience. This program will function at all times and also gives guests the ability to check their cash balance and able to check in/out by themselves with their credit card without going down to wait or deal with a language barrier at the reception. This program will also give guests the chance to be able to talk to anyone in the hotel on the hotel chat or leave a message to any staff personnel, even the general manager. It also fits the theme of clanning, the clientele can feel like they are a part of the hotel network on this “hotel galaxy” designed for just our guests. They can be connected to everyone else in this virtual hotel society and also on a hotel brand level. It also fits the theme Egonomics because implementing a more personalized experience for the guest would contribute to making it more satisfying by fulfilling their own personal needs, for example, feeling important enough that people want to be connected to them, as well as having someone there to fulfill their needs at all times.
The EDM industry and culture fit into many of Faith Popcorn’s future lifestyle trends including pleasure revenge, fantasy adventure, 99 lives, clanning, egonomics, SOS, and being alive. EDM industry and culture is synonymous with pleasure revenge. The 99 lives average consumers live influence individuals to want to cut loose and go crazy whether in regards to binge drinking or drug usage at an EDM event. The pleasure most EDM goers seek is the fantasy of going to a festival like EDC; which is a circus and theme park inspired rave. Additionally, EDMers want to go to festivals like Tomorrowland (Belgium), to be in the ultimate Alice In Wonderland adventure, tweaking the memories of their childhood into adult hedonism. Furthermore, while at these events, whether a festival or night club, individuals clan and meet new people who create networks on social media termed rave families in which together they choose new events to attend. Consequently, at festivals or night clubs, egonomics is evident since at festivals, attendees like to dress in the brightest and craziest of outfits, costumes, while playing with the weirdest and most unique EDM toys such as rave gloves. At night clubs, it is usually similar, yet different since customers seek to wear the most beautiful, trendy, and glamorous outfits. SOS and being alive trends are interesting in EDM due to the influence of drug usage. There are views of ethics in regards to the narcotics trade in obtaining “safe and pure” drugs, or security staff overlooking entrance of ravers carrying drugs. Ironic or not the usage of MDMA for most individuals creates a compassionate personality towards other people and cultures, as well as more passion for the music itself. Being alive is even more ironic because some EDMers believe that the “fun” and usage of ecstasy bring therapeutic and life enhancing views of reality.
I think that trends appear in many parts during the interaction of customers and hoteliers. To begin with, we have the trend of “99 lives” because the customers do many things in hotels because during their stay because they actually live in them (eating, sleeping, having meetings etc.). From the hotelier point of view “99 lives” also exists because he is the provider of uncountable services. Moreover, we have the trend of “cocooning” this one is more specified to the customer because in most cases a traveler is reserved in going to new places and having new experiences. In my personal view there are customers who are hard to satisfy so the trend of “EGOnomics” comes up. The reason for this is that in some occasions the guets need to have their room personalized especially for their needs. Additionally, a common trend in both parties (hoteliers and guests) is “Clanning”. We can put hotels in categories according to services that they provide, according to their location etc. The same happens with customers also. We can classify them by region, age, needs, income etc. Lastly, the trend of “atmosFEAR” can be detected especially for hotels. They have fears about making changes in services for satisfying client needs. The main reason for this is the costs and the reaction that they will get for a specific change.
These kinds of restaurant are all in the different themes, they all have the same point that related to the small indulgences and down aging. For example, Hard Rock Cafe, the main theme of this cafe shop is rock music, some people wanted to be a rock mousier or really like rock music, but due to the pressure of life, they just can work day and night, some of them gave up their dreams or indulgences to become a business man or woman. When they come to this cafe shop, it arouses the memory of childhood, in this environment they can relax themselves. It is really help them find comfort in familiar pursuits from their youth. Some of them can be stressed-out in the affordable luxuries and have the ways to reward themselves. Facing the intense life and work, people seek to find ways to relax themselves, but everyone has the different indulgences, some like movies, and some like music. So the different theme restaurants fit the different people’s indulgences. So it relates the small indulgences much. About down aging, we all know some people immigrate to the other countries, they just focus on working, but if there has a restaurant the theme relate to their hometown, they will come to this restaurant and try the hometown taste. It really helps them to memorize their youth, so they will feel young again and full of happiness. So the theme restaurants also relate the down aging. Generally the theme restaurants change people’s life a lot not only just for food but also for people’s relaxing and interests.
The shortage of food due to growing urbanized population, concerns regarding the safety of food with green consumers lifestyle and rising food prices are aspects that can be classified under faith popcorns Trendbank term of “being alive”. Consumers want to consume food that is fresh, nourishing and healthy thus, it is important for them to know how the food is produced. The vegetables and fish a restaurant buys travels an average of 2000 kilometers wasting oil on transportation, is packed, stored and in areas where it’s not available like Switzerland are mostly frozen in containers eradicating the freshness and nutrients of the food. This also increases health issues like food allergies. Aquaponics allows restaurants to produce their own food (urban farming) and allow consumers to choose their fish or vegetable which is produced in-front of them promoting longevity and health of consumers.
The second aspect is “AtmosFEAR” Consumers are uncertain about their food and is important for restaurants to be able to identify the food source. Growing food using Aquaponics indoor or greenhouses on rooftops of hotels, restaurants or supermarkets eliminates the uncertainty of the foods origin and the shortage of food. Aquaponics helps reduce the use of biofuels, pesticides during food production and also reduces the use of water. Building products around the consumers need for a healthy lifestyle and also being sustainable towards the environment is a key aspect for the businesses today.
The third aspect is “future TENSE” the need for restaurants to go green is important as resources are limited and need to be used efficiently. Aquaponics will help restaurants create their own resources which will be cheaper and will reduce food cost. It will also help protect the future by preserving the resources such as, fuel, water and energy today. Likewise, it helps educate consumers about integrated bio systems and how to produce food mainly vegetables and fish, recycle nutrients and enable water filtration.
With international travel easier and more frequent than ever before, many travellers are jaded by standard vacations. Seeking alternatives to the tried and tested, many now demand excitement in risk-free environments.
According to Faith Popcorn’s TrendBank, “Fantasy Adventure” is a trend where in the modern age whets our desire for roads untaken. With the booming alternative travel industry, homeless tourism can be made into a profitable activity.
“EVEolution” reflects a new set of business and societal values, which reflect the ones shared by The Sock Mob. They aim to integrate individuals from all walks of life and eradicate social stigmas by discovering shared experiences. They function by building relationships with each member, rather than sticking to a strict hierarchy.
The trend also deals with “Mancipation” as each homeless person is recognised for his life experiences, and not treated as a misfit or deviant. The individual is not outcast for a lack of integration into mainstream society, but instead encouraged to assimilate, and contribute to the community.
Many countries provide aid to homeless people by providing food, shelter and clothing. The Sock Mob aims, instead, to equip them with the skills and self-confidence to able contribute to society. The interaction between the tourists and the guides helps them to integrate very different social groups. This clearly indicates a rediscovery of the social conscience of ethics, passion and compassion, as described by the trend “S.O.S”.
According to the information given in the previous section, I will explain in a simple and concise the trends which are involved Mexican food restaurants in the city of Monterrey, Mexico.
Monterrey is known in the country as a business city, where international corporation’s businessmen held meetings, agreements, etc. attending at various restaurants in the city, among which are those of Mexican cuisine.
One of the trends in these restaurants is the one called clanning. This is because businessmen tend to join each other and go to lunch or dinner as a group; is mainly in the lunch hours when they meet and conduct their business talks so it is very common to see the most popular restaurants in the city, including the ones that cook Mexican food, full at that time.
Another trend is the cocooning; as business people, they feel more secure in an already known and previously experienced environment and what better to do in a restaurant where they can eat the food to which they are used to and which can brag to foreigners’ colleagues.
EVEolution is a trend that marks these restaurants because every day there are more women in executive positions and Mexico is no exception. Mexican women are very close to their roots, family, habits and traditions so they usually choose Mexican food restaurants as their favorite places to discuss important issues.
AtmosFEAR is a trend because in recent years, Mexican cuisine was named Intangible Heritage of Humanity by UNESCO, so any restaurant that offers 100% Mexican dishes should pay attention to the ingredients are fresh, organic, free of contaminants to maintain the customs, the quality and hegemony of our food.
When analyzing the 16 future trends presented by Faith Popcorn, 4 of these seem to be of relevance when thinking about volunteer tourism. These are: Female Think, S.O.S. (Save Our Society), Clanning and Small Indulgences.
In terms of volunteer tourism, the Female Think trend is reflected in the need of caring for others and creating awareness in society about the situation many developing countries are facing in the present. Moreover, marketing consciousness is intended to progress from the standard, goal-oriented model towards a more considerate and compassionate one. In addition to this, it is to be pointed out that the majority of volunteer tourists travelling around the globe each year are females and thus reinforce this gentle and thoughtful way of seeing the world.
The S.O.S. trend relates to protecting our endangered planet. Volunteer tourists encourage others to, just as themselves, participate in volunteer programs and strive to create social awareness. They show an ethical behaviour, as well as a great sense of compassion for the less fortunate. Moreover, they reveal interest in conserving nature and get involved with local communities of developing countries.
Volunteer tourists also demonstrate a trend towards Clanning, as they enjoy spending time with other people who are just as concerned for the environment and social communities as they are. Not only do they seek for an opportunity to help others, but they also strive to combine the same with an adventurous and memorable time, experienced together as a group. Additionally, individuals interested in volunteer tourism pursue the trend of Clanning with simple acts such as following volunteering-related websites on social media as, for instance, Facebook and Twitter.
Last but not least, also the future trend of a Small Indulgence can be noted when analyzing the behaviour of individuals performing volunteer tourism. Taking part in a volunteer project, ultimately rewards them with memorable, unique, and at the same time affordable experiences. It is the inner sense of happiness obtained by these types of actions which satisfy the human desire for the small indulgences in life.
The rapid growth of the organic agriculture sector can be attributed to the growing anxiety amongst consumers advanced by issues such as BSE (Bovine spongiform encephalopathy, also known as mad cow disease), GMO (genetically modified organism), and illegal medication of animals. (Stagl, 2002, p. 145) This anxiety is exemplified in Faith Popcorn's TRENDBANK term “AtmosFear.” In today's society where maximizing profit is imperative to corporations to the point in which other ethical and social issues are often neglected, consumers doubt that vendors prioritize their health. They fear that the food they consume is a risk to their health and seek to seize control of what goes into their bodies. Another TRENDBANK concept that reflects this societal movement is “Being Alive.” Consumers are becoming aware of the fact that with a focus on good health they are able to live longer, less prone to illnesses and stress, and thus enjoy an overall happier life.
In addition there is a prominent trend of consumers impetrating for recognition of their individual needs and wants. In an increasingly de-personalized society, they are often represented by ambiguous personas online or made to feel as an insignificant part of the community. More and more consumers are expressing their desire to be regarded as a distinctive and special individual. This is reflected in the TRENDBANK term “EGOnomics.”
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