So let’s take a look instead at what trends are popular, with an eye towards those that have longevity and thus opportunity for sales and profits not just today, but over the years to come. The key – long-lived marketing trends are always based on real societal changes.

One of the biggest is the change in the demographics of the US population: we are getting older. The census bureau reports:

• The United States population aged 65 and over is expected to double in size within the next 25 years. By 2030, almost 1 out of every 5 Americans — some 72 million people — will be 65 years or older. The age group 85 and older is now the fastest growing segment of the U.S. population.
• The health of older Americans is improving. Still, many are disabled and suffer from chronic conditions. 14 million people age 65 and older reported some level of disability in Census 2000, mostly linked to a high prevalence of chronic conditions such as heart disease or arthritis.
• The financial circumstances of older people have improved dramatically, although there are wide variations in income and wealth.

All this means that products and services that address older consumers’ needs will be in increasing demand as the years pass. Products include:

• Health and Anti-aging Information
• Over the counter health remedies
• Nutritional and Dietary Supplements to enhance health
• Anti-aging skin care and cosmetics
• Any product that allows older Americans to remain active and enjoying life
• Retirement Information including financial Management

Products in any of these categories have a growing market to serve. Some of these product categories have already exploded -- just about every major beauty brand has an anti-aging skin care product of some sort. Nutritional and dietary supplements to combat erectile dysfunction and weight loss have been popular for years; the supplement market in general continues to grow. The demographic trends indicate the explosion of products in these areas will continue.

Another product area that is popular and will remain so for the next several years: products that address credit and financial concerns. The current tough economy and the roots in the housing crisis will be with us for some time. Large numbers of consumers have gotten themselves into difficult financial straights and need products and services to assist them in managing their way out of their current situation. As more and more Americans approach retirement, the need to manage finances and ensure a healthy and secure retirement will continue to stress consumers. Products that can relieve that stress and show consumers how to live a happy retirement without major financial worries will be in high demand.

The third sociological change area we see that will continue to spur product demand for years to come is global warming and concerns for the environment. Awareness of global warming and the related environmental concerns are top of mind for many consumers and the number is growing. More and more consumers choose organic and green products as each year passes. DR marketers have not capitalized on this trend in big ways yet – probably because the demand only recently reached critical mass. I suspect it is just a matter of time before DR marketers address this consumer need.

In short -- to be successful in capitalizing on trends, DR marketers need to address those trends that are rooted in real societal changes and real consumer needs, fears and desires. Launching new products and brands that address these concerns while the consumer markets are growing can bring long-term success.