10 Insights for 2010

EXCERPTED FROM 10 INSIGHTS FOR 2010 by Lifestyle Insights. For more information contact: robin@robinavni.com.

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Life is an Open Book

STORYTELLING | by SHERRY STRIPLING and ROBIN AVNI

IF STORYTELLING HAS A BEGINNING, MIDDLE AND END, we are back at the beginning — threading narration through every aspect of our lives. From blogs to self-published books, we find ways that allow us to record our lives 24/7 and successfully put storytelling into the hands of millions.

Women are telling personal, compelling stories that tie together their individual values, ever-evolving sense of self-worth, and the “tribal connections” of a new patchwork quilt of families and friends. What was once under lock and key in diaries is now sent out with a blessing and shared in a very public arena for all to see, read, hear or watch. While some seek notoriety, most simply long to be heard.

In the coming year, the trend to savor experiences instead of acquiring possessions will continue to accelerate: the family reunion or once-in-a-lifetime trip, the personal journey or latest passion, a granddaughter’s first step, the last vacation with an aging parent. How best to appreciate the experience? By sharing and boasting through storytelling, of course.

It’s not just the individual; corporations have stories to tell, too. Or, in some cases, a lot of explaining to do. Now is the time for smart companies to tell their stories about their origins and artisans. To tell how (and why) they’re in it for the long haul.

Once upon a time, companies asked consumers for testimonials. Now it’s essential they provide multi-channel venues so their constituencies can get the feel-good bounce of connecting with each other about their experiences, purchases and lives.

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My One and Only

CURATING | by ROBIN AVNI

THE CONNOISSEUR IS BACK: that discriminating girlfriend with the exquisite taste who has a great knack for collecting the well-designed, unique objects that all admire, covet and strive to find.

The difference this time around? The number. Recent years had been all about the many. Or rather, how many, how much and what the heck, why not? Last year, as we all know, that came to a screeching halt and everyone recalibrated.

Moving forward, self-control is the guiding principle for the next couple of years. And as the consumer dips her toe back into the marketplace, it’s all about the power of one. Single item. Signature piece. Object of desire.

One woman’s discerning taste in antique collectibles is another’s found object at the swap meet. Or, one’s trash is another’s treasure. But all are discovered with the educated, ever-scrutinizing eye of the beholder.

This isn’t to say the high-end is out. Actually, far from it. Once again, the rich really are different.

Take, for example, the 1795 U.S. reed-edged, million-dollar penny. To be exact, it was $1.3 million for a single cent. Also fetching a high price at the fall auctions was Andy Warhol’s “200 One Dollar Bills”, for $43.7 million — that’s $218,500 for each buck.

Then back to reality, where at the opposite end sit the dollar stores, everything costing one dollar but usually worth much less.

The point? The new connoisseur is everywoman. At every price point.

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Homegrown Creativity

DESIGN | by ROBIN AVNI

NOT SO LONG AGO, THE WORD “CRAFT” MEANT a barely endearing popsicle-stick project from camp. Or maybe that scarf or sweater knit by a maiden aunt in Michigan for a belated (and never worn) birthday gift.

Who knew that as fast as the career-driven women of the ’70s ran away from what homemade meant to them — being tied to the kitchen and chores — that some 30 years later they would turn around and, with their daughters an indie-inspired step ahead of them, eagerly return to the warm embrace of crafting, canning and cake-baking.

Before you could say Martha or macramé, the crafting business has grown up and become a 30-billion-dollar+ industry with no let-up in sight. Don’t be misled by those who say it’s based only on recessionary need.

As anyone who crafts already knows, it’s not about saving money. It’s about the community, sharing tips and secrets, strutting your stuff — and dishing with the girls. It doesn’t matter if they are quilting, knitting, sewing, scrapbooking, beading or baking.

This next year the appreciation continues and the worlds of craft, art and manufacturing intersect more than they ever have in the past. The handmade touch is influencing design in furniture, food, fashion, even makeup, and creating a mainstream appreciation for these types of products.

Those women who have always done — and known — are just smiling and trying hard not to say: I told you so.

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Green is Dead, Long Live Green

SUSTAINBLE LIVING | by CELESTE TELL and ROBIN AVNI

THE NOTION THAT THE GREAT RECESSION was going to kill the growing green movement was part of a great debate this past year. Many companies expected that cost-conscious consumers would lose interest. What surfaced from the economic haze, instead, was the emergence of a new pragmatism embracing the ideals of restraint and simplicity.

Clean, healthy living focused on reuse and recycling, efficiency and a concern for the world at large. Coincidentally, the same ideas lie at heart of the green movement.

A synergy was born, with a twist of good old American practicality. It turns out that green is thrifty, and thrifty is as American as apple pie. Just like our mothers and grandmothers always told us.

Which is why it’s only natural to see today’s woman poised to lead the charge, embracing a “cradle to cradle” attitude.

After all, home is where it all begins — from organic produce to non-toxic cleaning products. Whatever touches the kitchen, bathroom and garden becomes the first step for evaluation and potential consumer adoption.

In the coming year, this shift from fringe awareness to common knowledge will grow dramatically as the value proposition becomes clearer: More bang for the buck. It’s all about making smart, informed purchasing decisions based on good, relevant information.

Save money. Profect family. Contribute to the community. While she may think global, when it comes to green, she clearly acts local.

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Virtual is the Reality

CONNECTIONS | by ROBIN AVNI

TALK A LITTLE. TWEET A LITTLE. TALK. TWEET. TALK. Talk a lot. Tweet a little more.

The numbers are constantly changing, yet remain astonishing: Women online, Facebook friends, and tweets a day, an hour, a minute.

The explosion of social media and the implosion of traditional media have forever altered the new-media landscape. Goodbye Gourmet, hello Chow.

There are now gadgets galore, many of them actually stylish (finally!). Moms have learned to txt. New photos no longer gather shoebox dust but are more like digital debris cramming the virtual pipes. Younger women, not surprisingly, are the most technically talented, and like lettin’ their geek flag fly. But all ages love the social network.

In 2010, it doesn’t really matter if she is working the apps on an iPhone or setting up shop in the local Starbucks with her designer netbook, because whatever the technology affords, the motivation is simple: connecting. It’s not about the tools, it’s about the “talk”.

With the enhanced ability to communicate with friends, family and, now, companies, the ongoing dialogue is here to stay.

As a result, user-generated content will multiply exponentially and savvy corporations will take note and begin to sort and sift through the various voices — and listen. Since women control about $20 trillion in annual consumer spending, it is well worth the time and resources to find a way to make the connection.

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Beyond the Backdoor

PASSIONS | by DEBRA PRINZING and ROBIN AVNI

THERE ARE GARDENERS. THERE ARE VEGETABLE GROWERS. And then there are those who just like sittin’ around on their outdoor deck and reading a good book or indulgent fashion magazine.

The backyard has grown from a boring, water-hogging lawn to an inspiring, multi-functional space attempting to achieve everything a woman and her family could ever want or need without her family having to venture any farther than the backyard. That prosaic patch of grass is now a fresh-air room for living, dining and entertaining, containing canopy, pool and stylish shed.

It’s no secret that vegetable growing has become the largest DIY category in gardening. But it’s not only moms who are planting carrots and beans with their school-age kids; twenty-something gals are gravitating to the idea of growing their own. Orchards, herb gardens and veggie patches are being squeezed onto apartment balconies and condominium patios, as well as vertical spaces and rooftops.

The net result is that gardening and cooking will overlap with even greater frequency in the coming year. Homemade food from homegrown produce is where it’s at — forget additives.

The culinary explosion isn’t only with vegetables: Fruit, berries and herbs are taking a starring role in landscapes. The new garden is a blend of edibles and ornamentals, feeding a family with nature and nurture alike. It’s not just farm to table, but front lawn to lunch box, too.

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Truly Madly Sweetly

CELEBRATIONS | by KAT SPELLMAN and ROBIN AVNI

AFTER A YEAR OF GOOD BEHAVIOR, WE’RE RELEASED from the constraints of humble and serious. Call it Cabin Fever if you must, but following a year of hunkering down, women are looking for new ways to celebrate in a manner that’s true and authentic, crazy-mad with passion, plus sweetly meaningful and memorable.

Austerity trumped fun at most parties last year, with everyone reigning in any obviously extravagant spending, and many forgoing big celebrations, even brides postponing nuptials. In 2010 we’re seeing a bit of clemency granted for the festive-focused party-goer, as well as the party-giver.

This isn’t to say we’ll see a backlash of the last year’s woes and enter a 2010 of drunken revelry and can-you-top-this celebrations. Not at all. Rather, we’ll witness a general renewed interest in special touches for entertaining at home, with a focus on more intimate gatherings. At dinners for four, six or eight, hostesses will infuse get-togethers with a distinct personal touch.

As with every year, good food and drink will remain the core component of any celebration. But watch as diverse dishes — Indian curries, Latin-inspired stews, even the humble brisket — infuse the more formal dinner-party menu, and the comfy items — finger foods, soups and barbecue — provide fuel for potlucks in the park, or on the couch for a night of video-gaming.

The Food Network and the soon-to-be-launched Cooking Channel will continue to inspire culinary creativity and a can-do attitude. After all, the cookie swaps, potlucks or corporate cooking events all share the same common goal — let’s eat!

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Everything New is Old Again

BACK TO BASICS | by ROBIN AVNI and JANNA LUFKIN

WE’RE ENGAGING IN A BIT OF TIME TRAVEL THESE DAYS: Post-modern mid-century Mamas who adopt the glam Mad Men aesthetic; paging Jackie Kennedy. Steampunk Victorian Vixens who’ve taken dark repressiveness and tied it up in a sensual, twisted knot of lace; Morticia Adams would fit right in. Female farministas looking for their own Green Acres, whether it be flax-in-the-city or, gasp, going back from whence they came; witness the new Eva Gabor.

No big secret here: The tried and true are that for a reason — they work. They offer her comfort amid challenging times. A stylish coping mechanism, if you will.

But these period affectations are more than just an adoption of a “look,” or a posturing attitude. This isn’t the nostalgia of the past few years, a trip down memory lane with a wink and a nod to childhood memories wrapped in colorful kitsch. What is happening now is a total, heartfelt adoption of a lifestyle philosophy and all the accessories that come with it.

What is bound to come next? A period of innovation. Traditional elements work as the solid base from where she can imagine new ideas.

Mid-century interest forecasts the seeds of a new creative movement that challenges the status quo. Steampunk has deep connections with science fiction and fantasy, an outsider platform from which to dream and imagine future worlds within the realm of familiarity. And those farministas — well, how are you going to keep them downtown once they’ve experienced the farm?

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Reinvention with Intention

AT WORK | by ROBIN AVNI

THERE’S BEEN AN AWFUL LOT OF ATTENTION on the working woman as of late. Unfortunately, the prevailing archetypes have a sense of déjà vu: Over-scheduled mom balancing family, job and sanity; experienced senior manager and the glass ceiling; unemployed graduate finds herself without a job.

Downturn or not, women’s participation in the U.S. workforce has increased dramatically over the past 50 years. But to examine only this aspect of the workforce woman is to look merely at the shifting numbers and ignore the shifting sentiments.

The truth is while the household reliance on women’s salaries increases, the importance of having a career-focused life agenda is dramatically diminishing.

To be clear: Work does matter, as a gal has to pay the bills and maintain benefits. But here’s what also matters: children, family, hobbies, causes and corporate attitudes. Forget the 14-hour day.

This next step in the working women’s movement is being lead by those at the very beginning of their working lives who, in the process, will help redefine the culture. The path becomes more a journey — with expected stops along the way — not a direct trajectory.

It began with the revolution of the ’60s and achieved high visibility with the shoulder-padded career womenof the ’70s. But in 2010 there will emerge a new phase for women and work, and the frontline reinforcements are primed and ready.

After all, they are daughters of a revolution.

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Take a Deep Breath

WELLNESS | by VALERIE GRIFFITH, KAVITA VARMA-WHITE, ROBIN AVNI

TALK ABOUT ONE TOUGH DECADE. Wars. Floods. Terrorism. The housing bubble burst and the economy seriously sagged. It’s been rough, especially for women, the caretakers and problem-solvers for friends and family who have nurtured, gathered and given until they were ready to drop.

As their lives grow even more complex, women understand that caretaking requires self-care. They will demand the time to take the care — whether it’s utilizing the Family Leave Act or grabbing an hour for themselves in the early dawn. They will de-stress with yoga and strengthen with Pilates; run even more miles and Walk for the Cure in cities all across the country. Salsa, swing, pole-dancing or tango, they will tap their hearts out and get fit while they do it.

Although the new year brings renewed optimism, it doesn’t erase everyday — and sometimes simultaneous — struggles with growing bodies and aging bodies.

Heathly eating remains high on the list, and other food issues play out along a continuum of concerns, from childhood obesity to pre-teen body images and teenage anorexia, and eventually menopausal weight gain and bone density. And while some women may consider adding a touch of Restylane here or a bit of Botox there, nothing will erase the reality of coping with their aging parents.

It’s hard to tell how the recent mammogram controversy will play out, but one thing is for sure: Women will not be silent as they are, indeed, their sister’s keepers.

This will be another year where she picks herself up, dusts herself off — and tries to remember to breathe.

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Metaphor is the Message

TRENDSPOTTING | by ROBIN AVNI

SAY THANK YOU to “High School Musical” 1, 2 or 3, sing out and rejoice for “Glee” or tap a polished toe in appreciation for “So You Think You Can Dance?”: The whole country has found a song in their heart and has begun a dramatic shift from star-obsession to embracing the star-like qualities of the average individual ― even the misfit.

While on the surface this may seem to recall the idea of the infamous 15 minutes, the abundance and popularity of this particular type of programming is much more about the ability for her to dream about a different tomorrow and realize she is personally responsible for making the transformation happen. It’s Julia Roberts in “Eat, Love, Pray” (2010) not Julia Roberts in “Pretty Woman” (1990). Thank goodness.

In other words, enough about Miley, Britney, Lady Gaga and Fergie. Forget Babs, Madonna and all the what’s-their-name women of Tiger.

In 2010, the woman you will count on is the one who was there when you needed her the most this past year: the mom, the sister, the BFF. They are the role models of choice.

In addition to “bringin’ home the bacon and fryin’ it up the pan…,” she’s also plantin’ the veggie garden, bakin’ the cupcakes and ready to hold your hand. Oh, and, she knits her own clothes, makes her own jewelry, and blogs to tell about it.

No, let’s be real ― she’s not doing all of the above, but she’s picking and choosing. The metaphor is the message here: She imagines creating a better life for herself and those she loves. One that is about substance, not just style.

Yes, she’s ready to dream again, but with her feet planted firmly on the ground.

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Edited by MOLLY MARTIN; images source: iSTOCKPHOTO.

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