I thought these were some pretty cool trends that are clearly B2C in nature but I believe can be extrapolated to B2B situations as well:
"Reviewing is the New Advertising
There are many more research studies, findings, dissertations, and so on that confirms the same fact: reviewing is the new advertising. This shouldn’t come as a surprise: just as with other trends, what’s unfolding now is a ‘forever need’ among consumers, one that's now being satisfied in a superior and previously unattainable fashion. In this case, the need is for trusted advice and recommendations—for feeling in control, for knowing the facts, for avoiding mistakes and disappointments—in order to make that perfect purchase. Which has become even more pressing as choice-overload continues: never before was there so much to choose from, in mature consumer societies, and thus such a need for reviews.
INNOVATION JUBILATION (May 2009) “ There will never be a shortage of smart new ventures, brands, goods and services that deliver on consumers’ wants and needs. And if those wants and needs currently revolve around practicality, efficiency and responsibility, and less about traditional luxury, splurging and upgrading, then that’s what brands should deliver on……. As focused as we are on emerging consumer trends, we never tire of pointing out that trends are only good for one thing: inspiring you to innovate, to come up with new goods, services and experiences for (or even better, with) your customers….
• Innovation is not necessarily about people in white coats puttering about in R&D labs. In an experience economy (which we’re still in, recession or not), marketing innovation is equally important, and often trumps technical innovation.
• Furthermore, as consumers’ wants are sometimes frilly, new products and services can be, too. Really, innovation doesn’t have to be so earnest all the time! Have fun with it, too!
• Thirdly, doing or starting something new doesn't have to cost the world. Many of the innovations featured in this briefing thrive on nimbleness and creativity, not huge budgets.
SELLSUMERS: Whether it’s selling their insights to corporations, hawking their creative output to fellow consumers, or renting out unused assets, consumers will increasingly become SELLSUMERS, too. Made possible by the online revolution’s great democratization of demand and supply, and further fueled by a global recession that leaves consumers strapped for cash, the SELLSUMERS phenomenon is yet another manifestation of the mega-trend that is 'consumer participation'.
ECO-BOUNTY refers to the numerous opportunities, both short and long term, for brands that participate in the epic quest for a sustainable society. Some of these opportunities exist despite the current recession, others are fueled by it, not in the least because of new rules and regulations. Downturn-obsessed brands who lose their eco-focus will find themselves left out in the cold when the global economy starts recovering."
NICHETRIBUTES, which is about the power of making products and services relevant by incorporating ‘attributes’ and features that cater to distinct (if not niche) consumer lifestyles and situations…. NICHETRIBUTES are attributes / features / additions to existing products, making them more practical for specific user groups, while at the same time signaling to those users that the brand 'gets it’, that it cares, and in some cases even pays tribute to their lifestyle. An interetsing example is sell winter gloves for those who use touch screen devices: Dots Gloves are knit gloves with metal dots on the fingertips that won’t scratch iPhones, iPods or other touch-screen phones or devices, while Etre Touchy gloves keep hands warm and dry while operating electronic gadgets by baring only the wearer's index finger and thumb. And how about the first hands-free cell phone glove for winter sports, the GX-1 by Swany?"