For a long time, bigger was better. Now, we’re backing off of big. Drivers around the world are embracing small-class cars, developers are downsizing their blueprints, and big businesses are revising their game plans. We’re calling it The Small Movement.
Why is small having its big moment? A global recession that’s forcing us to live with less makes frugal seem fashionable. An environmental crisis makes smaller houses, cars and carbon footprints look more responsible. Booming population growth has turned smaller, more streamlined products into space savers—a key quality in a crowded world.
Small Movement success stories plug into one or all of these themes. Concentrated laundry detergents allow for smaller containers, taking up less space in cluttered home and giving consumers the sense that they’re helping to save the world. Smart cars are eye-catching, gas-friendly and easy to park in crowded cities. Stand-alone kiosks are now big business with big retailers, allowing them entry into new venues—like Blockbuster kiosks in malls and pharmacies.
These are tricky waters for businesses that have relied on selling bigger, shinier doodads for decades. But this new culture of restraint is far from bad news for brands. The Small Movement isn’t necessarily about living with less; it’s about getting the most out of life—your home, your budget, your electronics—without contributing to the world’s ills. Smart marketers will show consumers how to do just that.
Our latest trend report explores these themes and more—download it here.
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