Pulse Legacy Archive January / February 2012 | Page 52

conversations What’s in a conversation? It’s the beginning of new ideas. A sharing of personal stories. A start of meaningful relationships. This Pulse section called Conversations highlights opinions, ideas, visions and personal anecdotes of CEOs and leaders from across industries. Join the conversation. Send your questions and suggestions on leaders you’d like Pulse to profile. B Y M A E M A Ñ AC A P - J O H N S O N W hat better way to ring in 2012 than with a look at global consumer trends that will Henry Mason, Head of Research and Analysis at Trendwatching.com (an independent trend shape or is changing today’s retail world? Pulse asks firm based in the United Kingdom and scans the globe for consumer trends, insights and related handson business ideas) on how consumers across the global are spending, what are tomorrow’s trends and how can entrepreneurs connect the dots when it comes to applying trends to their everyday business. TRENDWATCHING.COM’S HENRY MASON PULSE: What are some of the most critical consumer trends that those in the spa industry need to keep an eye on for 2012? Mason: Red Carpet: Expect to see department stores, airlines, hotels, theme parks and museums, if not entire cities, around the world going out of their way to shower Chinese customers with tailored services and perks, and in general, lavish them with attention and respect. Why not spas too? Flawsome: In 2012 consumers won’t expect brands to be flawless; they will even embrace brands that are “flawsome”—honest about their flaws, that show some empathy, generosity, humility, flexibility, maturity, humor and, dare we say, some character and humanity. Dealer-chic. Yes, perhaps this is an old trend for the spa industry, but consumer attitudes to discounts and deals have 50 PULSE ■ January/February 2012 changed. Securing the best deal is now accepted, if not admired, by one’s fellow consumers. In fact, it’s now more than just about saving money, it’s about new experiences and [achieving a] status. Screen Culture [Smartphone, laptop and mobile device]: Screens are going to be (even more) ubiquitous, mobile, cheap, always on, interactive and intuitive. Will spas look to integrate screens into their processes or products, or position themselves as a time to escape from [technology and] screens? DIY Health: 2012 will be the year when taking charge of, managing and monitoring one’s health becomes not just possible but practical, via cell phones that can accurately take increasingly sophisticated (if not continual) measurements. P: How does Trendwatching.com gather its global trends? M: We scour the globe looking for interesting and novel consumer innovations, sourced from a combination of our in-house research team and our network of over 1,000 “spotters” around the world.