This month on Trend Watching, the 11th predicted trend of 2012 is was called “maturialism” Trend Watching basically says that this is a more grown up version of the “sex sells” philosophy. I think to be more specific that it is a renaissance of the way consumers think about business.
Where clients once gathered to businesses that portrayed an image of security and trust, or on the other hand strove to impress or seduce the consumer. Today’s buyers are basing their buying decisions on how much they relate to the companies they buy from. In other words people want to do business with companies that they would love to be friends with.
The difference between he polished and shallow sex sells of yesterday, and todays complexly risqué flavor is like the difference between a strip club and a burlesque club. We now have taste, sophistication, art, honesty, and humanity that people both relate to and it in a way liberates them.
In previous reviews I’ve talked about brand loyalty being dead. People are loyal to people, so companies have to become personal. Part of that involves their messaging, which needs to be ironically honest. Who would you rather have at your cocktail party? The person who is perfectly put together and has perfect manners? Or the person who tells great slightly dirty jokes, sets the trends, but still seems like they actually care about the people they’re around. That was the genious a few years ago with the Mac vs. PC ads.
I believe that creativity, honesty and daring are three of the best assets for your brand to have in 2012. Even though that is communicated through your ads, it also has to be radiated through every part of your brand. So, go ahead, let your company live a little.