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Bizo, a business-to-business ad targeting platform, recently released data that highlights who in the business world is most inclined to take action when presented with an online ad. With access to third-party certified demographic data on more than 85 million business professionals online, Bizo found that those working in the Legal, Retail, and Software industries were most likely to do what an online ad asks them to do, while people working in Operations, Legal, or Sales roles lead the pack from a job function perspective.

Bizo gathers and organizes vast amounts of non-personally identifiable business demographic information (e.g., industry, job function, company size, seniority). The company tracks conversion objectives or “actions” (e.g., white paper downloads, free trial sign-ups, online purchases) across the hundreds of targeted display campaigns it supports so it is able to get a rich, aggregate view of the demographic profile of business professionals that are most inclined to take action against an ad.

Ready for Action: Top 10 Industries and Job Functions

Based on campaigns run over a 12-month period across the 85 million business professionals currently in the Bizo network, the data showed the business audiences most likely to take action against a display ad as well as their Action Rate Index (ARI) ranking.

Top 10 industry segments included:

1. Legal (ARI: 223 percent)
2. Retail (ARI: 192 percent)
3. Software (ARI: 185 percent)
4. Media Publishing(ARI: 184 percent)
5. Wholesalers(ARI: 157 percent)
6. Telecommunications (ARI: 121 percent)
7. Hospitality/Hotels (ARI: 116 percent)
8. Real Estate(ARI: 108 percent)
9. Business Services (ARI: 108 percent)
10. Consumer Services (ARI: 107 percent)

Top 10 job functions included:

1. Legal (ARI: 257 percent)
2. Operations (ARI: 218 percent)
3. Consultants (ARI: 157 percent)
4. Sales (ARI: 156 percent)
5. Marketing (ARI: 147 percent)
6. Finance (ARI: 146 percent)
7. Government (ARI: 102 percent)
8. Education (ARI: 102 percent)
9. Scientists (ARI: 100 percent)
10. Engineering/Technical (ARI: 97 percent)

The ARI is determined by the rate at which users performed a desired action after receiving a display ad impression. The percentage is calculated by comparing the number of online ads shown to a segment of business professionals to the number of times that same set of business professionals took an action against online ads. An index was then created, normalizing the data.

“The typical business sales process is long, complex, and involves multiple decision makers, requiring sellers to build trusting relationships with their buyers. This means companies that market to business professionals need to reach, educate and motivate the right audiences to close the sale,” said Chris Mann, director of product management of Bizo. “The data released today highlights the power of data-driven online advertising, giving marketers insight into who is taking action in response to an ad, and enabling them to precisely target decision makers with ads that will impact the purchasing decision.”

Well, it’s not that simple, really. Orange, California-based Adzookie would like to paint your house in a bright color palette, their logo, and the usual SoMe marks. You agree to have your house painted like a clown car (for at least three months, possibly up to a year) and the advertising firm will pay your nut, just as long as the abode remains its new vibrant hue.

Launched last week, Adzookie CEO, Romeo Mendoza, claims the company has already received more than 1,000 applications from people willing to have their houses turned into billboards. “It really blew my mind,” he told CNN. “I knew the economy was tough, but it’s sad to see how many homeowners are really struggling.”

This is not the first guerrilla advertising stunt blurring the line between public and private. Last month, Ecko began offering lifetime 20% discounts to people willing to get the company’s logo tattooed on their skin, calling it “Branded For Life.” Hey, these guys will repaint your place due to cancellation — bet that tattoo offer doesn’t come with a free-laser-removal clause. What’s next? How far will consumers go in search of the ultimate freebie?

And how far will businesses and brands go to show up in unexpected — and unavoidable — spaces? Will the far-out and funky be effective? Will this over-sized billboard promotion push this agency out of self-funding subsistence into fully funded bliss, acquisition, or beyond? Or will it be a few weeks of press, a spike in website traffic, a couple of wacky single-family dwellings and ticked off neighbors, then back to business as usual?

There’s no escaping social media and the rise of social commerce as the new marketing frontier. Trendwatching.com just released their latest brief on the influence of friends, fans, and followers on consumers’ purchasing decisions, and the sophistication and power of that influence. They call it the F-Factor, and it’s never been more important for brands to make sure they too have “it.”

Why is the F-Factor important to consumers? Offering a more efficient, more relevant, and more interesting purchasing experience, consumers no longer have to spend endless time and effort trying to discover the best of the best or rely on distant, unknown or untrusted (read: brand-driven) sources that could be potentially unreliable or irrelevant.

Sure, consumption has always been social: people have forever been influenced by what others think and buy. KellerFay, a U.S. word-of-mouth marketing research consultancy, estimates that there are nearly one trillion conversations about brands every year in the U.S. alone. And while the core consumer behavior isn’t new, technological developments are enabling new forms of that behavior, amplifying its importance and impact.

The F-Factor is being fueled by new tools and platforms available to consumers and brands. Both groups are evolving and improving these tools as well. A few recent stats demonstrating the reach and power of the F-Factor and how brands are leveraging this power today:

• The F-Factor is currently dominated by Facebook, as more than 500 million active users spend more than 700 billion minutes a month on the site. (Source: Facebook, April 2011)
• Every month, more than 250 million people engage with Facebook across more than 2.5 million external websites. (Source: Facebook, April 2011)
• The average user clicks the “Like” button 9 times each month. (Source: Facebook, 2010)
• Three quarters of Facebook users have “Liked” a brand. (Source: AdAge/Ipsos, February 2011)
• Juicy Couture found that their product purchase conversion rate increased by 160% after installing social sharing features. (Source: CreateTheGroup, February 2011)
• Incipio Technologies, a gadget accessory retailer, found that referrals from Facebook had a conversion rate double the average. (Source: Business Insider, March 2011)
• But it’s not just about Facebook. Take for example the explosive rise of the daily deal site Groupon, which used referrals from friends and colleagues to drive sales of more than 40 million deals in the 2-1/2 years since it launched in November 2008.

And five ways that the F-Factor is influencing consumption behavior:

1. F-DISCOVERY: How consumers discover new products and services by relying on their social networks.

2. F-RATED: How consumers will increasingly (and automatically) receive targeted ratings, recommendations and reviews from their social networks.

3. F-FEEDBACK: How consumers can ask their friends and followers to improve and validate their buying decisions.

4. F-TOGETHER: How shopping is becoming increasingly social, even when consumers and their peers are not physically together.

5. F-ME: How consumers’ social networks are literally turned into products and services.

Are you seeing conversion improvements like the examples above? Does your brand have the F-Factor?

In my previous post, “The Rise of The Citysumer – Part 1” (appearing on Talent Zoo Media blog, Beneath the Brand) we took a look at how the increasing consumption taking place in urban settings and “Citysumers” who play a critical role in how markets and brands act and react. These experienced and sophisticated urbanites will demand brands that show some personality, loosen up, and embrace urban culture.

Trendwatching.com, a leading consumer trends firm, notes that many brands are already delighting Citysumers around the world. In the eight areas highlighted, where do you see opportunities for the brands you represent? Are there other success stories that you can share?

Opportunity 1: Celebrate Urban Pride

• Fragrances are a popular way to capture a city’s essence. Fashion brand DKNY released a fragrance “Love from New York for Women.” Beverly Hills created their own line of three scents that are meant to “evoke what life is like for the Beverly Hills woman.”
• The Absolut Cities Series first launched in New Orleans, when the brand developed a special mango and black pepper blend inspired by the city. The taste of Boston saw the brand launch a black tea and elderflower vodka that has a backdrop reminiscent of Fenway Park’s Green Monster, while 2010′s Absolut Brooklyn was a red apple and ginger flavored vodka with a Spike Lee-designed brownstone themed bottle.
• In August 2010, Starbucks announced the launch of a new range of ultra-premium, single-origin coffees that will be only available in limited quantities in metropolitan markets including: New York City, San Francisco, Los Angeles, Washington D.C., and Miami.

Opportunity 2: Enabling Urban Encounters

• Geomium is an iPhone app launched in September 2010 in London that informs the user of where their friends are and what events are on in their area. It also helps them discover local bars, restaurants, and places of interest.
• Gowalla curates content for select cities via City Pages, providing a display of popular places, what’s “hot now,” and highlights from a variety of venue categories (e.g. best burgers, best coffee).
• In May 2010, Yahoo bought Indonesian social networking service Koprol that allows users to connect based on location. Mobile users can post a 200-character status message and use the site as a positioning service without the need for a GPS receiver. Once logged in, users can see other members who are in the same location.

Opportunity 3: Enriching The Urban Canvas

• In July 2010, Volvo London’s Starlite Urban Drive-In featured a full-sized, outdoor screen along with 25 preparked Volvo cars ready for patrons’ viewing, reminiscing, and snacking pleasure.
• Adidas has added Hamburg to their Urban Art Guide, following the success of their iPhone travel app that guides users around Berlin’s best graffiti spots.
• Snickers hosts festivals of youth street culture in various cities across Russia and Mexico. “Snickers Urbania” features nearly all major areas of street culture: extreme sports, graffiti, breakdancing, beatbox and freestyle. It encourages young people to express themselves and their talent.

Opportunity 4: Pushing The Urban Envelope

• In July 2010, Calvin Klein posted a large QR code across two billboard locations in New York City. Passersby who used their smart phones to capture the QR code were then shown a 40-second ad featuring model Lara Stone.
• Also in July 2010, Mini Cooper launched an interactive billboard campaign in the red light district of Hamburg, featuring the back of a Mini with an automated S&M whip hanging over the back that could be triggered to “spank” the vehicle.
• Spanish-based boutique hotel chain, Axel Hotels, partnered with New York-based Parkview Developers to launch a resort in New York targeted at the gay community. The resort, called Out NYC Urban Resort, will have an Axel Hotel, a spa, several restaurants and bars, stores and a dance club.

Opportunity 5: Go Eco-Urban

• US-based Urban Green Energy launched a wind turbine called eddy GT. The product boasts a special vertical axis design that enables power to be generated without making much noise and regardless of wind direction. The turbine was specifically designed for city rooftop use.
• Japanese car manufacturer Mitsubishi has partnered with appliance chain Yamada Denki to sell its i-MiEV electric vehicle from 17 stores within the Tokyo area. Mitsubishi has sold 3,000 i-MiEVs in Japan since sales began in April 2010, but is hoping to boost these figures by taking the vehicle in-store.
• A prototype of an environmentally friendly black cab was unveiled in London in Summer 2010. It runs on a hydrogen fuel cell system, converting hydrogen into electricity with the only emission being water vapor. The plan is to have 150 of these cabs running on the road in time for the Olympic Games in 2012.

Opportunity 6: Urban Escape

Brands that take Citysumers temporarily out of the city and into peace and quiet—away from crowds, noise, concrete, and foul air—will find innovation pays off nicely.

• Meine Ernte, a German agricultural start-up, is offering couples and families the opportunity to rent plots of land for farming vegetables near six of the largest cities in the country, including Frankfurt and Bonn. Tools and advice from an expert farmer are included.

Opportunity 7: Urban Transcendence

For those Citysumers unable to escape, how about bringing peace and quiet, greenery, and other rural qualities to the city?

• Property developer The Albanese Organization announced its collaboration with Holton Farms to deliver fresh, local produce to the residents of its properties in New York every week.

Opportunity 8: To Buy Or Not To Buy

• New York’s Department of Transportation’s partnership with Zipcar to share hybrid cars between employees and the public.
• SoBi, the first public bike share system where the authorization, tracking and security systems are attached to the bicycle itself.
• Snapgoods enables NYC residents to rent other people’s belongings, while Rent the Runway allows women to rent designer dresses (with same-day delivery available in NYC).

Urbanomics—highlighted as one of 11 crucial consumer trends for 2011—is seen as a macro movement that will dominate the coming decade as more and more consumption takes place in urban settings. Those that will play a critical role in how markets and brands act and react are defined by trendwatching.com as:

Citysumers: The hundreds of millions of experienced and sophisticated urbanites, who have some level of disposable income, who are ever more demanding and more open-minded, but also more proud, more connected, more spontaneous, and more try-out-prone, eagerly snapping up a whole host of new urban goods, services, experiences, campaigns and conversations.

Three drivers behind the Citysumer trend are:

1. The huge increase in the number of urban dwellers all around the world (Urban Boom).
2. The ever-increasing wealth and power of cities and those who live in them (Urban Might).
3. The spread of urban culture and values (Urbane).

Urban Boom: great increase in urban dwellers worldwide

• If it wasn’t for China (43%), Africa (33%), and India (29%) the world would already be significantly more urbanized than the 50.5% it is today. (Source: CIA The World Factbook, 2010) And China, Africa, and India are all set for immense urbanization in the next few decades to come.
• Close to 180,000 people move into cities daily, adding roughly 60 million new urban dwellers each year. (Source: Intuit, October 2010)
• By 2050, the global urban population is expected to be 6.3 billion, or 70% of the population at that time. (Source: UN, 2009)
• By 2030, China will have an urban population of 1 billion, and India 590 million. Currently, Europe’s urban population is 533 million. (Source: McKinsey forecast & UN data, 2009-10)
• By 2030, China will have 221 cities with more than 1 million people, and India will have 68. In 2010, Europe has 35. During this period, 400 million Chinese and 215 million Indians will move to urban areas, more than the population of the US and Brazil combined. (Source: Foreign Policy, August 2010)
• In January 2011, Chinese city planners proposed merging the nine cities around the Pearl River Delta into a single metropolitan area, containing some 42 million people; more people than Argentina, and covering an area 26 times bigger than Greater London. (Source: Reuters, January 2011)

In the very near future, there will be more cities, both newer and bigger than ever. And while established global powerhouses such as New York, London, and Paris are sharing the stage with Beijing, Mumbai, and Istanbul, increasingly cities such as Belem, Chongqing, and Guadalajara are preparing to join the ranks.

Urban Might: ever-increasing wealth and power of cities and city-dwellers

• Indian cities are forecast to generate 70% of new jobs created to 2030, produce more than 70% of Indian GDP, and drive a near fourfold increase in per capita incomes across the nation. By 2030, India will have 91 million urban, middle-class households, up from 22 million in 2010. (Source: McKinsey Global Institute, April 2010)
• China’s Academy of Sciences estimated that for every 1% increase in urbanization, China can expect a 1.6% increase in the contribution made by domestic demand to China’s GDP. (Source: Deloitte, June 2010)
• Shanghai’s economy represents over 13% of China’s total GDP, despite having less than 2% of the population. (Source: UN Habitat, 2010)
• The number of African households with discretionary income is projected to rise by 50 percent over the next 10 years, reaching 128 million. By 2030, the continents’ top 18 cities could have a combined spending power of USD 1.3 trillion. (Source: McKinsey, June 2010)
• Delhi, Shanghai, São Paulo and Moscow are each expected to reach a GDP in excess of USD 500 billion by 2025—more than the GDP of entire nations such as Indonesia or Belgium today. (Source: McKinsey, December 2010)

A global emerging middle class numbering nearly 2 billion currently spends $6.9 trillion (USD) each year. In ten years time, this is forecast to increase to $20 trillion, double current US consumption. (Source: McKinsey, July 2010)

Urbane: urban culture is the culture

The fast paced and ever-changing nature of urban life means an endless number of new and fleeting social connections, experiences, and (commercial) temptations. Some quick indicators of Citysumer’s spending power and behavior:

• The average Manhattanite household spends 59% of their $13,079 USD food budget on dining out, compared to the average American household that spends only 42% of their $6,514 USD food budget on dining out. (Source: Bundle, May 2010)
• Even four years ago, Harris identified “Urban Hustlers,” who compose 21% of US consumers aged 12-34 and spent close to $9 billion USD (10% of their annual spending), on recreational activities. Urban Hustlers are spending, on average, over $100 USD more than the non-urban population monthly, with their overall discretionary spending reaching $383 USD per month. (Source: Harris Interactive, June 2007)
• The lifestyle of urban Chinese consumers has changed from “survive” to “enjoy life” with 54% now pursuing a more fun lifestyle. (Source: GfK Roper, 2010)
• Only 17% of Chinese urban dwellers say they are “reluctant to spend money.” (Source: Economist Intelligence Unit, August 2010)

Constantly exposed to a wide variety of alternative lifestyles and experiences, Citysumers tend to be more open-minded. Recently, a Voice of India poll showed that almost a third of Indians in Bangalore and Mumbai support same-sex partnerships, a figure that would have been unheard of only a few years ago. trendwatching.com calls this “maturialism” (mature+materialism) and defines it as follows:

Maturialism: Thoroughly exposed to (if not participating in) an uncensored, opinionated, and raw world (especially online), experienced consumers no longer tolerate being treated like yesteryear’s easily. Not every Citysumer is enthusiastically and overwhelmingly liberal, but the clear (if gradual) global social trends are towards more tolerant attitudes towards abortion, euthanasia, casual sex, homosexuality, drug use, women’s rights, etc. More diverse living arrangements and the removal of many of the traditional social structures in cities are a big part of this.

All of this means that a large Urbane audience is up for brands that challenge, thrill, titillate, or even shock (in the best possible taste, of course). At the very least, brands need to show some personality, loosen up, and embrace urban culture, in all its gritty glory. Risky? Yes. But not as risky as being bland.

You do all you can to engage prospects—craft a compelling message based on consumer insights, design a look and feel that supports the brand and aids in driving conversions, test and retest to ensure that efficacy is optimized. You get the opt-ins you’re looking for. You begin a campaign of communications. And then the “unsubs” come in and you’re left wondering what happened; why the “thanks-but-no-thanks.”

ExactTarget, a global interactive marketing services company, recently released the results of a survey in a report titled, “The Social Break-Up.” Querying more than 1,500 consumers, they uncovered the reasons for disengagement, the curious and quizzical “unsubs,” “unlikes” and “unfollows” of email and social marketing.

The big take-away—not surprising—is that 9 out of 10 people surveyed expressed a dislike of too much and not enough. They do not like to be contacted too frequently. They do not appreciate irrelevant communications. They certainly do not like boring messages. And they make their feelings known in large numbers:

• 91% have unsubscribed from permission emails
• 81% have “unliked” or removed a company’s posts from their Facebook News Feed
• 51% expect that a “like” will result in marketing communications from brands; 40% think this shouldn’t be a foregone conclusion
• 41% of consumers have “unfollowed” a company on Twitter

So, what is it that drives these folks to take action, to turn us off, to tell us straight-up “thanks-but-no-thanks”? Your next email message, Facebook post, or Tweet could be received or rejected based on how well you respond. What do you think, is it this simple or have you found something different in your customer exit surveys?

Why do consumers unsubscribe from emails?
“Too frequent emails” is the top reason why consumers unsub from permission emails. Second is the perception that content’s become repetitive or boring over time.

What do subscribers do when they’re no longer interested in emails?
First action is to click the link to “unsubscribe.” A distant second is to simply delete the emails upon arrival. Third, is to click the “spam” or “junk” button.

Why do people “unlike” brands on Facebook?
Nearly half those surveyed stated the company posted too frequently. One percentage point below the top spot were those that claimed that their Wall was becoming too crowded with marketing posts and they wanted to get rid of them.

What do users typically do when they no longer want to see Facebook posts from a brand or company?
Nearly half of respondents went to a Fan Page and “unliked” the page. Done. Hiding posts and simply ignoring posts came in second and third.

Why do consumers “unfollow” brands on Twitter?
Tweets that become “repetitive or boring over time” are the top turn-off. When consumers’ Tweet streams are “too crowded” with marketing posts they get rid of them. They’ll also “unfollow” if the company is posting too frequently.

trendwatching.com, a London-based, independent trend firm, recently published their December 2010 brief detailing consumer trends for 2011. They choose to examine eleven trends, which I’ve abbreviated and commented on below.

See how these trends impact your brand today and in the future. Are you already taking advantage of these changes? Are you ready in the very near future? How will you be moving the needle in the new year?

1 | RANDOM ACTS OF KINDNESS

In 2011, expect companies to monitor consumers’ public moods and act upon them with random acts of kindness as social networks enable brands to know what’s going on (or not going on, as the case may be) in consumers’ lives. Facebook, Twitter, and Foursquare posts and check-ins will become beacons for those who may need a boost. These consumers will be looking for authenticity, but as the two examples below illustrate, some brands already deliver the goods:

Interflora, a flower delivery service, brightens up the lives of Twitter users by sending them flowers. Twitter monitoring finds users that might need cheering up and when found, a tweet and a surprise bouquet arrive to do the trick.

KLM Royal Dutch Airline’s location-based initiative surprises passengers at the airport with personalized gifts. Using Foursquare check-ins, a “Surprise Team” learns who is flying, a few more details about a particular passenger, determines an appropriate gift and then delivers it before their flight.

2 | URBANOMICS

“Today, half the world’s population—3 billion people—lives in urban areas. Close to 180,000 people move into cities daily, adding roughly 60 million new urban dwellers each year.” (Source: Intuit, October 2010)

Viewed as more daring, more experienced, and more likely to try out new products and services, brands will find more opportunities with urban consumers as they gravitate toward experiences targeted to their wants, needs, and desires. Hometown pride is put into overdrive as campaigns set their sights on very localized messaging.

3 | PRICING PANDEMONIUM

Trendwatch.com notes that “mobile devices increasingly enable consumers to find or receive dynamic deals right at the point of sale, or to compare prices online.”

The smartphone has changed the coupon forever, and in 2011 it will be hard to beat the always-on, always-available point-of-purchase positives of mobile commerce as saving is smart and sexy again. Keep an eye on or, better yet, get your brands into group buying, member sales, flash sales, local discounts and dynamic pricing. With more than two billion online consumers flexing their buying muscles there’s more reason than ever to encourage and engage them.

4 | MADE FOR CHINA (IF NOT BRIC)

As geopolitical and economic power shifts, watch as “Western” brands launch new products or new brands in emerging markets. Following the money won’t simply be enough, but brands that tap into a bit of local flavor and exclusivity will reap the rewards of recognizing new consumers and reacting to their specific drives.

Brands that are reaching out and resonating with localized messages and products:

• Levi’s dENIZEN jeans

• Luxe brands Dior and Hermés

• BMW, Honda, Nissan and GM

• Apple

5 | ONLINE STATUS SYMBOLS

Showing off one’s connectedness will remain an important sign of status and cool in 2011. And the brands that offer these signs and symbols to customers, online and in the “real world,” will not only assist consumers in their display but will also begin to bridge both worlds.

Some examples:

Tweets are applied to tangible items, pulling the virtual/online content creation into consumers’ lives and those of their friends. Everything from books and household items (see my recent Talent Zoo post on Tweetwrap) to wearables can be processed in minutes and in your hands in days.

Foursquare check-ins turn into badges such as the Supermayor badge (awarded when someone is mayor of 10 different places at once), the Entourage badge (awarded when checking in with 10 friends), and even the “Baggage Handler” badge (awarded when checking in at an airport with words along the lines of “TSA,” “touch,” or “Don’t touch my junk!”).

6 | WELLTHY

Good health, the ultimate “badge,” will be even more important to consumers as they look to brands to aid them in improving their well-being. With an estimated 500 million people worldwide expected to use mobile healthcare applications by 2015 (Source: Research2Guidance, November 2010), it appears that smartphones will be key in porting these brand messages to consumers actively engaged in health related activities.

trendwatch.com notes the brands that are already delivering on this:

The Strollometer tracks speed, distance traveled, time spent exercising and speeds. A website stores data and displays results.

Sleep On It tracks sleeping patterns and lets users track duration and quality of sleep, naps, and mood to chart health and quality of life.

Motion-sensing game controllers by Microsoft and Sony use new technology to detect users’ movements during gameplay, enhancing the gaming experience and adding a health and fitness component.

7 | SOCIAL-LITES AND TWINSUMERS

As technology and networks further enable consumers to create, collect, and distribute comments and content on the brands they love (or feel otherwise toward), 2011 will see the continued growth of online word-of-mouth. The folks at trendwatch.com define these active and actively consuming users “Twinsumers… those with similar consumption patterns, likes and dislikes and are hence valuable sources for recommendations on what to buy and experience.” The “Social-Lites” are described as those actively engaged in building their personal brand and see the curation of opinions and other types of content as the currency necessary to their online existence.

What can brands do to leverage this trend? Create engaging content that begs to be shared. How should brands do this? Know the consumer, especially those whose identity is built on the sharing of highly engaging and relevant content, and interact with them in a respectful, real, and transparent way.

8 | EMERGING GENEROSITY

86% of global consumers believe that businesses need to place equal weight on society’s interests and business interests (Source: Edelman, November 2010). As younger consumers continue to give, they expect that their generosity will be mirrored by the brands that they buy.

According to trendwatch.com, any brand doing well will be expected to give transparently, with absolutely no excuses.

9 | PLANNED SPONTANEITY

Say what?! You read that right.

Watch more and more consumers sign up for services (the “planned”) that enable connection at a moment’s notice (the “spontaneity”). Location-based tools plus ubiquitous text-enabled and smart phones make this sharing even easier for those who want it now and want others to know about it. Here are two brands that are doing just that:

Geomium takes data from local review sites like Yelp, pairs it with social information, and allows users discover nearby friends, events, and deals.

Unsocial connects people in the same profession or industry using a location-based platform, membership database, and a “People” button to display colleagues nearby.

10 | ECO SUPERIOR

Sustainable products won’t be enough to sway consumers in 2011. With early adopters and eco-assertive consumer numbers flattening, brands will need to be green and good. Mainstream consumers will demand superior quality and value in addition to “green” designs and features. Brands will need to step up and deliver to a much more skeptical marketplace.

trendwatch.com also suggests that we’ll continue to see a trend that started in 2010: forced intervention. As federal, state, and local regulations in the U.S. take effect, we could see consumers confronted with a no-choice option and a change in behavior could be dictated by law instead of the marketplace. We are already seeing that in the San Francisco Bay Area (Northern California) as state and local laws are forcing change in subtle and not-so-subtle ways.

11 | OWNER-LESS

As consumers crave and collect more things, the need to “own” is not as important as the desire for the experience. Everything, from jewelry and handbags to gadgets and cars, has been available to consumers on a “borrowing” basis. As urban consumers’ influence grows, we may see more brands responding to these space-limited but experimental and adventurous “buyers.”

Zipcar showed us that automobile ownership was not a requirement for getting around on the roads and we’re already seeing start-ups demostrate this with other means of transport—scooters, vans, and bicycle sharing, for example. We will also continue to see the sharing of transportation, durable goods, and even housing between consumers as well. As trendwatch.com notes, “2011 could be the year when sharing and renting really tips into mainstream consumer consciousness.”

Ikea and agency, Forsman & Bodenfors of Sweden, are at it again as they reinvent their annual Ikea Wardrobe campaign. I recently posted on the group’s creative campaign to sell kitchen appliances via coffee table cookbooks; in this campaign they’ve turned everyday household storage into fashion show knockout.

Garderob, which means “wardrobe” in English, was the hook for a media blitz announcing the annual campaign, the design competition that fed the event, the website that promoted that competition and the four-day event that showcased the 25 designers chosen to compete in the final fashion spectacle.

Tapping traditional and online media outlets, the campaign went above and beyond the promotion of inexpensive furniture to build a current and creative story around what it is we do with that furniture. The rich storytelling around a relatively plain, box-shaped storage unit enabled Ikea to position their brand into the rich lives of designers, fashionistas, and fashion-forward consumers in Stockholm and throughout Sweden.

Ultimately, the grand-prize winner was a young watchmaker, but the real winner was Ikea with more than 60 journalists reporting on the fashion event and more than 10,500 people attending that same event over four days.