Perkonomics: Privilege and Benefits Are the New Currency

Our friends over at trendwatching.com have coined the new buzz term for 2009: Perkonomics.

Execution beats everything, they say... Which is why an "easy-to-apply micro-trend like the rising importance of perks and benefits should be on your radar this month and beyond."

What is Perkonomics? A new breed of privileges, added to brands' regular offerings, is satisfying consumers’ ever-growing desire for new forms of status and convenience, across all industries. The benefits for brands are equally promising: from escaping commoditization, to showing empathy in turbulent times.

Check out the stats: 70% of Americans 16 years and older say they don’t have enough time to do all the things they need to do; 43% of Americans feel their time is running out; and Americans are critically under-vacationed.

Perkonomics therefore includes airlines, hotels, credit card companies and private banks, who have always been big on all kinds of loyalty programs and privileges. From priority lines to "no middle seat" guarantees, and from upgrades to discounts on flights, holidays and concerts.

Here are some Perkonomics Pioneers:

- The gigsandtours program from British mobile phone provider Orange allows users to reserve entertainment event tickets using their cell phones up to 48 hours before they go on sale. Music fans can sign up online to receive texts announcing their favourite bands’ upcoming gigs.

- Palmeiras, one of the major football teams in Brazil, reserves 5,000 seats exclusively for Visa Card customers. Called the 'Visa Sector', the section has a lounge, restaurant, bars, plasma TVs and other perks. But most importantly, it allows fans to buy tickets in advance and without queueing.

- The Washington Redskins have partnered with FLO, a fast-pass airline security company, to bring Fast Lanes to FedExField football stadium. Starting this fall, Redskins fans can purchase a Fast Lane card for USD 100 that provides premier access to the stadium and expedited security screening at the airport. Similar passes will become available to the Baltimore Ravens in 2009.

Read more about this trend designed to make your life more meaningful here.