Repeat after us: there is NO information overload. Sure, Google indexes 8 billion+ documents, images and items, and that same Google has announced it may scan up to 50 million books currently only available in old-world universities like Harvard, Stanford, Oxford, University of Michigan, and the NY Public Library, yet for consumers craving relevant information on everything and anything, there is still a massive information shortage.

After all, czonsumers, or, as we pointed out in our previous publication, MASTERS OF THE YOUNIVERSE, depend on extreme transparency to maintain control of their private and commercial lives. From instant price comparison and extensive product information, to independent reviews & opinions & recommendations. They’re on an ongoing quest for the Best of the Best, the cheapest of the cheapest, the healthiest of the healthiest: they want to make informed choices, with knowledge of food ingredients, carb levels, medicines, production methods (environmental impact, child-labor free, animal friendly) and so on. On top of that, mature Experience Economy consumers crave any kind of context just for the sake of a story, for something that engages them. When it comes to compelling stories, no amount of interesting information can ever be enough.

And all this information should be available ‘on the go’, i.e. accessible in the offline AND online (wired and wireless) world: think of it as the Google effect (demanding and getting instant answers) permeating all aspects of daily life. TRENDWATCHING.COM has dubbed this phenomenon READY-TO-KNOW: demanding consumers are in a constant ‘Ready To Go, READY-TO-KNOW’ state of mind, expecting any information deemed relevant to be available instantly, at their own terms. The latter is crucial: we’re talking pull here, not push. Expect to see more click-and-know, more point-and-know, more text-and-know, more touch-and-know and more snap-and-know than ever before.

As always, we’ve compiled a number of spottings that should not only make the above more tangible, but should also inspire you to come up with goods, services and experiences that will satisfy your increasingly READY-TO-KNOW customers.

More here.