24/7 service: home workers want to make a difference by offering immediate action, focused operation, overnight delivery, low fees.

CIY Projects CIY (contract it yourself) project managing, proposal funding, retrofitting house, coordinating a big project

End of job security: No more pensions, social security is crumbling, permanent fulltime employment is obsolete. We have to invest ourselves to create our own pensions and insurances. We're on our own.

Face Value: “High Value, High Touch” that focuses on a few profitable customers is losing ground. And “Low Value, No Face” corporate/automated service with its faceless mass and giant call centres is also in decline. Home workers offer a friendly Face, high value and Low cost.

Hedging Risk management, no speculation; insurances as investments

Information Overload Opting out, on line spam, data smog, privacy concerns

Mamapreneurs Growing female economic power, women business owners largest growing segment; Evelution (The way women think and behave is impacting business, causing a marketing shift away from a hierarchical model toward a relational one.)

Multiphrenics role playing, self-actualisation, Second Lives – digital identities, cyberalias, second citizenships, aliases, a desire to escape the rigid self; we can self-create as often as we like in cyberspace, adopting any gender, image, or name. Anonymity enables fantasy.

OPI Other People’s Ideas; shortcut to OPI via licenses, franchises, patents, deployment contracts

Price wars with big companies, brand demythologisation

Reject Security Prefer Diversity; do not invest your human capital in one employer

Social Economy becomes mainstream: Prepared to help economically challenged groups (unemployed, women entrepreneurs, reintegrators, the bankrupt and over-indebted, young people, artists, disabled people, ethnic minorities, retirees)

Trekno families Email for the whole family and family website, home networks, portable computers with wireless DSL in the home, MP3, SMS, advanced cell phones, cell games, Limewired-youth; but also keen interest in the future via magazines, documentaries and sci-fi games (space, genomics, nanotechnology)

Cashing out: Working women and men, questioning personal/career satisfaction and goals, opt for simpler living. Sheryl Crow’: "All I wanna do is have some fun; I’ve got a feeling I’m not the only one"

Complex families: home workers want their relation to work but families are complex with "Permakids", boomerang parents and kids out of different marriages

End of loyalty: Brand switching, disloyalty to existing brand, deal consciousness

Family Entertainment: Theme cafes, theme parks, fun parks, entertainment centres.

Glocal Global Familiarity (World tourism, CNN, global email pals) but hood (arrondissement) identity, personal identification with street, neighbourhood or building; natural disasters become glocal.

Home and office merge: Offices go casual, homes go corporate, kids involved in business from early on. Teleworking, hubs, flexible workdays; shops go residential, pubs become lounges; Starbucks is the third location.

Jam Hatred Hate traffic jams, Internet jams, call centre jams, bureaucracy jams, crowds

Suspicious Designer paranoias, chain letters, Conspiracy theories, New viruses, word of mouse, African advanced fee scams, pyramid schemes.

Self-actualisation Self-management, boundary setting, list making; prosperity mentorship; success of motivational speakers; lifelong learning; skills are more transferable than you think

Noise Consciousness Audio proofing; silent appliances, hushed neighbourhoods

OPN Other People’s Networks, next evolutionary step of knowing people: using other people’s networks, common-interest-based networks via email lists, newsgroups, etc. If you belong to the right networks, you can gain immediate access to other networks

Retro is Back retro food (using herbs found in archaeological digs), retro music (fifties, sixties, seventies..), retro values, nostalgia, genealogy, scrapbooking

Streamlined telecom clients Toll free numbers, voice messaging, ADSL, internet telephony

Reinventing yourself - "Personal growth" programmes, do what you always wanted to do, it is not too late.

Virtual Business Contract manufacturing, call centres, just in time ordering, modular design complete outsourcing to virtual companies, virtual labs and virtual banks

Child overprotection: controlled environments for kids, pedoparanoia, kids fully integrated into family perhaps too sheltered

Digital Clanning: Searching the net to join a group that represents common feelings, causes or ideals
Emall Email becomes the biggest mall in the world, disintermediation, distrust of commissions and fees; online ordering plus parcel delivery (not standard but priority)

Equal Partners: Women retaining own name, joint decision-making, women money- managing the home office; new men

God is Back People are praying, but also plenty of big believers in new age philosophies and alternative medicine (acupuncture, magnets), Eastern philosophy goes Western (meditation); frequent visits to spa’s as cleansing ritual.

HORE Home Office Real Estate requirements; looking for property with two separate entries, soundproofing, inaccessible rooms for kids, garages, library, floor panelling for cabling and wiring, fast internet access

Jobmakers not job takers: Growth of SOHOs, DINJs (double income, no jobs); free agents, sub-contracting, micropreneurs. Find a niche and fill it

Mine is smaller than yours "Power of one" - miniaturisation, micropreneurs (individual is the new business unit)

Nothing is everything. (Back to Basics) People opt out of complicated lifestyles; cash out, “less is more” because “more is never enough”. Funky and ethnic dining is trendy, grow one’s own vegetables, valuing time out, reading a good book, philosophical discussion groups, brunching, travel to learn.

Post-materialism Rise of quality of life; time becomes expensive commodity; people think opportunity costs; time out, weak ties, deep time (experience economy)

Small Indulgencies: Stressed-out consumers want to indulge in affordable luxuries and seek ways to reward themselves (go shopping when they have completed a big contract)

Supercocooning: at-home entertainment, in-door swimming pools, piano’s, jazucci’s, nuclear shelters, karaoke installations

Superveillance: Remote cameras, networked cameras, satellite spies, nanny cams

Zero Tolerance Rising expectations of people, of products & services, of leaders; vigilante consumers monitoring of product & service quality

Upgrade fever Serial innovations, constant upgrades, gadget fever, pay TV..