I always enjoy reading about trends and insights in the marketing industry. Thankfully Shine Communications have provided me with my latest fix of industry jargon.

Last week they launched a book detailing 100 leading themes and trends that will influence consumers’ lives in 2009 optimistically entitled ‘Embrace the Chaos’.

“Embrace the Chaos analyses how the society will be consuming and interacting over the coming year – from how they’ll order take-away, to how they will be networking with colleagues and friends both on and offline. This guide offers an invaluable glimpse into the future of social consumption and behaviour – keeping marketeers fresh, smart and connected.

Key industry trends to look out for:

· Fear of Falling - a buzzword for the middle-class belief that, in the midst of the general economic recession, a tumble down the wealth ladder could be just around the corner

· Still Ravey After All These Years - identifies a new group of ‘middle youth’ who still behave like teenagers but have more money to spend.

· Authenticity Fatigue - marketing departments will feel the burn of Authenticity Fatigue with consumers’ increasing failure to be impressed by brand histories that are concocted to demonstrate how virtuous, interesting, exotically sourced and ‘real’ the product is.

· Madvertising - brands continue to delve deeper into the concept of Madvertising – elaborate adverts with little or no connection to the brand and product, but a knack for and capturing attention and the imagination of the consumer.

· Lecturn Fever – Gallery owners are seeing a surge of interest in simple talks. A good old-fashioned way to achieve the modern objective of audience-engagement when thinking about events for 2009.

· The Cupholder Principle – the rise in consumers making large, apparently irrational purchasing decisions because of small details – first identified by BMW and Henry Petroski; Professor of Engineering and History at Duke University, but can be applied to computers, mobile phones and home furnishings.

Key consumer trends:

· Consumers will be suffering from Chronic Popularity Anxiety on social networking sites making them resort to making extra profiles with different names so that we can add them as friends on Facebook or MySpace to feel popular.

· Others will be delighting in Windorphins the sense of elation and positive energy released when shoppers win an item in a competitive environment, like eBay

· Many will be agreeing a Cameraphone Watershed with friends to prevent the appearance of compromising pictures on social networking sites!

· Others will be undertaking Shymarking, the ritual of inconspicuous consumption by shopping in Primark and other cheap shops, then either returning to the car to dump those bags, or decanting the goods into more premium branded ones.

· They will be adopting Green Upmanship a very British way to be an eco-warrior where they buy organic food if friends are coming round and showing off our cotton shopping bags, only to go back to old habits the moment they leave. Saving the planet wouldn’t be British without the irritating class-snobbery dimension.

· After the hedonism of the 90’s and 00’s ex-addicts will become Sober Seekers searching for youth culture outside stimulants.

· Enterprising kids will become Sugar Bandits making sizable profits selling sweets and canned fizzy drinks illicitly to their peers at since the in-school vending machine ban.

· They will be eating Super Fast Food, by placing orders and paying for fast food via our mobiles.

· Good Spirits will be top of the wine list as organic and biodynamic booze is now the biggest growth area for independent wine retailers.

· And… some will be suffering from Uglyism, a new kind of prejudice affecting salaries that may see vanity surgery and botox becoming available on the NHS”

Order your free copy of the book from www.shinecom.com.