Keywords
Citation
Miller, A.R. (1998), "Trends 2000: : How to Prepare and Profit from the Changes of the 21st Century", Journal of Consumer Marketing, Vol. 15 No. 3, pp. 301-302. https://doi.org/10.1108/jcm.1998.15.3.301.3
Publisher
:Emerald Group Publishing Limited
This book, which is of primary interest to futurists, creates a scenario for the next century. The book is divided into three sub‐books titled, Book One, Book Two and Book Three in order to create the scenario.
Book One has chapters that include Millennium Fever, The Meaning of the Millennium, Seeing to the Future, The Morning After and Quakenomics.
Book Two has chapters that include New Millennium Medicine, Living Longevity, Techno Tribalism, Community Spirit, Family Values, Forward to the Past and Interactive.
Book Three contains three chapters: Uncivil War, The Storm Before the Lull and Renaissance 2001.
Of particular interest to marketers are the author’s trend posts or his predictions of future trends. Included among the trend posts are:
Factory‐direct or distributor‐direct shopping will revolutionize American buying habits. East‐to‐access, easy‐to‐use computer services available to every American home will make it possible to buy a wide array of mass‐produced consumer products more cheaply and easily.
Prosperous malls will increasingly function as social values. Evacuated department stores and national retail chains will be converted into multipurpose, multimedia entertainment/fitness/sports/recreation units, catering primarily to a market ranging from preteenagers to young adults.
These two trend posts spell the end of the traditional retail system as we now know it.
Other trend posts include:
Longevity centers will provide health professionals with a gamut of new business opportunities.
The trend for “clean” food is in the early stages of its life cycle. It will accelerate rapidly and will continue to grow beyond the foreseeable future.
For business looking to launch new products and services, the “fast and easy” trend will still be the criterion for success.
Voluntary simplicity, a realizable counterculture idea in the seventies, will become a reality and significant trend in the new Millennium. Entrepreneurs able to provide goods or services that enhance the quality of life while at the same time saving money will make money.
By January 1, 2000, a resurgence of environmentally clean industries based in the United States will be providing high‐end wages for high‐skilled workers. New products will be produced and new services developed to meet growing demand in on‐trend fields: health, technology, communications, the environment, transportation, energy, housing agriculture and the booming home‐business business.
This book provides insight and serves as a basis for discussion for futurists, marketing managers and academicians.