Trendwatch: Breaking bad
David MattinTrendwatching.com
Consumers looking to break unwanted lifestyle habits or change their behaviour often run up against a seemingly impenetrable wall: themselves. Which is why in 2014, they will turn to brands, products and services that parent, police and even constrain their free will in their quest for self-improvement. That quest - and the desire to share the results with peers to earn status - is at the heart of much consumer behaviour. Put another way, the drive to 'be the person you've always wanted to be' is a fundamental part of the human experience.
But...