Three Trends I’ll Be Following in 2010

Climate Change Solutions- The Grassroots Way

Copenhagen didn’t get us there, but who really thought it would? How many times have 100+ countries sat down and agreed to anything, let alone something binding that would affect every part of their economies? But I predict climate solutions enacted from the bottom up will take off. Examples: London offers bikes for commuters. IBM enhances the efficiency of the electricty grid. The US passes cap and trade. And China takes the lead in windpower and solar. Then there are the smallest grassroots solutions that, taken as a whole, can have real impact- hot water heaters wrapped in insulation, car pooling, and conservation. I predict momentum gain in 2010.

Newspapers- Testing Ways to Survive

Rupert Murdoch said he’s make The Wall Street Journal free online. Then he said no. There’s a lot at stake with this decision- maybe survival of one of our great newspapers. The Seattle Post-Intelligencer and Denver’s Rocky Mountain News, along with a host of others have simply closed their doors. The New York Times paid $1.1 billion for The Boston Globe  in 1993, and now hopes to sell for $100 million. Newspapers have to figure out how to make money. As a marketer I’m intrigued by what this does to advertising. As a citizen, I’m counting on them to lift themsleves up and keep doing their critical work checking and balancing our democracy.

Online Advertising- More and More of It

Online advertising will be 13.8% of worldwide advertising in 2010 predicts Zenith. This is up from 10.5% in 2008- big growth. Social media will continue to grow too, both in users and in marketers use of it. As one example, Facebook advertising offers better targeting than Google. Recently I planned an ad campaign for women birdwatchers over 25 who live on the East Coast. Try doing that with traditional media.

Thanks to The Economist’s recent edition, “The World in 2010,” which got me thinking about these things.

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