trendwatching.com, a leading trend firm, has just released its ’10 Consumer Trends for 2010′. According to this trend report next year will bring a bonanza of opportunities, as even cautious consumers crave pragmatic or exciting innovations.Its argues that we will see a scene from ‘urban pride’ to ‘forced sustainability’.

The summary:

1. BUSINESS AS UNUSUAL | Forget the recession: the societal changes that will dominate 2010 were set in motion long before we temporarily stared into the abyss. And even when the downturn ends, there won’t be a return to ‘business as usual’.
2. URBANY | Extreme urbanization will lead to more sophisticated and demanding consumers around the world. Urban culture is THE culture.
3. REAL-TIME REVIEWS | Whatever new product or service gets launched in 2010, it will be reviewed in real time. Transparency tyranny (or triumph) is upon us.
4. (F)LUXURY | With status symbols becoming more fragmented, luxury is whatever consumers want it to be in 2010.
5. MASS MINGLING | Online lifestyles are actually fueling real world meet-ups, shattering all predictions about a virtual and socially isolated future.
6. ECO-EASY | In 2010, corporations and governments will force consumers to be more green by restricting the alternatives. Say goodbye to consumer choice.
7. TRACKING & ALERTING | Tracking and alerting are the new search. Next year, consumers will further expand their sphere of control.
8. EMBEDDED GENEROSITY | Generosity as a trend will further adapt to the zeitgeist, leading to more pragmatic and collaborative charity.
9. PROFILE MYNING | With hundreds of millions of people now nurturing their online profiles, 2010 will be about consumers making money from these profiles, from intention-based
10. MATURIALISM | 2010 will be even more opinionated, outspoken and raw than 2009; thank the anything-goes online world for that. Which brands will be equally daring?

The full, free briefing of consumer trends 2010 can be found on this site (pdf-file).