The Natural Marketing Institute (NMI), Harleysville, PA, has expanded on one of the key trends it has identified as having a significant impact in 2007 and beyond. The Age of the Individual is a trend that shows far-reaching applications in reaction to continued mass marketing and a declining trust in traditional authorities, in turn driving a culture of consumer-generated content, products and services that are “made just for me.”
 
According to NMI managing partner Steve French, “We’re beginning to see the accelerated infusion of personalization across a wide range of industries, including foods/beverages, transportation, footwear, technology, media, personal care products, healthcare and financial planning, among others.  This ‘made for me’ mindset enables consumers to tap into a culture of one-of-a-kind goods and services that are tailored to suit their individualistic needs and wants. The result is an increasingly sophisticated consumer base who is attempting to take greater control of all aspects of their lives.”
 
This trend for greater personal autonomy and self-discovery creates a wealth of opportunities for many, especially when it comes to choices concerning wellness. According to 2007 NMI research of 3,000+ general population U.S. adults, consumers of all ages are seeking products and services that could be customized to meet their individual needs. In fact, 53% of the Gen X population is seeking such customized products, along with 46% of Baby Boomers. Personalized healthcare insurance would be of interest to about 4 in 10 of all U.S. adults. Beyond healthcare, customized programs for financial savings, retirement planning and meal planning would also be of interest to consumers. Look for many other products and services to follow suit.

NMI’s Top Ten Trends of 2007 are based on data and insight from a variety of NMI proprietary databases, including the Health & Wellness Trends Database and Healthy Aging/Boomer Database.