The thought was launched by an Australian scientist (Kristin Alford from Bridge 8) as a response to a presentation of the ‘Commonwealth Scientific and Industrial Research Organization’ (CSIRO) on 5 megatrends they have come up with. Basically Kristin argued that each of the megatrends the CSIRO put forward would spur a counter-trend (see the examples beneath).
It provides a compelling story, since many of the ‘anti-trends’ she proposes might create a big opportunity for companies targeting a specific niche audience –remember ‘crossing the chasm’ and the ‘Blue Ocean’ strategy?
Obviously the ‘anti-trends’ don’t apply to every megatrend. The ageing society for instance is hardly something a group of people could rebel against –however hard some people try.
However, the idea applies quite well to other trends. Take the increasing ‘connectedness’ of society –through the ever increasing importance of social media, but also through the ‘internet of things’ where each object will be connected to everything else. It isn’t too far stretched to believe an increasing amount of people will ‘opt out’ of this connected world.
Which type of businesses might benefit from this anti-trend? Well, firstly the local craftsmen, but also the manufacturers of ‘old-fashioned’ quality products with no embedded technology at all.
Another example –one from the list beneath- is the ‘customization’ of products and services. Everything seems to be ‘tailor made’ nowadays. Any buyer has to deal with an increasing number of choices and options. This doesn’t apply to all products and services, of course, but it is clearly a trend everyone experiences is daily life.
It’s not unrealistic to imagine a growing amount of people will not want to have the choice between so many options, who will grow tired of having to decide on every feature and gadget. What will they go for? Products that are basic and uncomplicated. Products that are just made to fulfill the basic need.
If you recently bought a car you will know what I mean. Tata have clearly seen an opportunity in the ‘anti-trend’ by building a simple, ‘one size fits all’ car. Okay, their purpose was to build a car as cheap as possible for the Indian market, but I’m sure many European consumers are dreaming of such a ‘fuzz-less’ car as well.
KEY TAKEAWAY:
My key takeaway from the trend/anti-trend idea is not to take things for granted. When studying the impact of megatrends in your company, always think about which counter-trends they might create, and which opportunity this generates for your business.
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