According to Trendwatching.com, 2010 will be rawer, more opinionated, more risqué, more in your face than ever before. Their reason: audiences no longer tolerate being treated “like yesteryear’s uninformed, easily shocked, inexperienced, middle-of-the-road consumer”. Instead they can handle much more quirkiness, daring, & sexiness. They have dubbed this trend: MATURIALISM (mature materialism).
A great example they provide is The Icecreamists, UK ice cream brand that has positioned itself using premium, X-rated flavors. The Sex Pistol is the most recent flavor, which is available exclusively at The Icecreamists’ pop-up shop (named God Save the Cream), open in London’s Selfridges department store from September to November 2009, it is deemed so potent that sales are limited to one per customer.
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