At year’s end, a flurry of articles surface with predictions about the hottest trends for the upcoming year, and the cusp of 2009/2010 is no exception. These are some of the well-spotted trends we can expect to impact our lives in 2010, chosen by those who have their finger on the pulse.

Embedded Generosity

The minds at trendwatching.com recently released their list of “10 Crucial Trends for 2010,” including the concept of embedded generosity. Noting that it was huge in 2009, they predict an even bigger boom in 2010, as consumers look for painless ways of making a difference. Examples inlclude Tom’s Shoes, the company that donates a pair of shoes to a needy child for every pair sold, or Pampers diapers, who donate the cost of a vaccine for each package purchased.

Local Pride

Also on the list at trendwatching.com is what they call “urbany”: city-specific products and services that are already cropping up in bigger cities across the country. Its already been tapped by companies like Absolut Vodka, who launched a mango and black pepper-flavored vodka inspired by the city of New Orleans (and later a flavor custom-made for Boston), and Guerlain perfumes, who sell city-themed scents at Harrod’s. In London, some bank ATMs have an option to receive your instructions in Cockney rhyming slang.

Real Time

Pete Cashmore, the founder and CEO of Mashable’s social media blog, wrote at CNN that “the real-time trend has been to the latter part of 2009 what “Web 2.0″ was to 2007.” Facebook and Twitter updates are just the beginning of a burgeoning public desire for immediacy. Consumers can expect a tidal flow of applications that only increase the ability to share now. (And don’t forget real-time collaboration, either. The Google Wave phenomenon is just beginning.)

Cloud Computing

2009 made cloud computing a buzzword, but expect to see it around even more in 2010. The ability to use virtual servers available over the Internet to make data accessible from anywhere will continue to fuel collaborative projects around the world. Cashmore says we can also expect the cloud trend to see “a major leap forward in the first half of 2010 with the launch of “Office Web Apps,” free online versions of Word, Excel, PowerPoint and OneNote released in tandem with Microsoft Office 2010.”

Social Networking, Marketing Edition

Sure, social networking isn’t just coming, it’s here. But, Stuart Parkinson of VCCP  says that 2010 will be the “the year that people get to grips with marketing on social networks.” This past year, we’ve seen companies using Facebook and Twitter campaigns to enormous success (and also several that are completely fumbling with it.) Expect businesses to start mastering social media –for better or worse– in the upcoming year.

The new trends in 2010 haven’t just appeared out of nowhere; they’ve been building over time. Have you seen it all coming? If you’re the kind of person who keeps their eyes in the future, welcome to Oozil. We’re going to get along just fine.

What trends do you see making an impact in 2010? Share your ideas in the comment section.

by Elizabeth Kelly

“Nobody creates a fad. It just happens. People love going along with the idea of a beautiful pig. It’s like a conspiracy.” -Creative Genius Jim Henson

Jim Henson is right. Fads just happen, and so do trends –the difference is only in how long they endure, with a trend having a longer duration (sometimes several years) than the short-lived fad, which is gone in a flash. I have a sneaking suspicion that Henson called Miss Piggy “a fad” early in the run of the Muppet Show, not knowing the characters would endure to the point of being character icons.

But, despite that fact that fads and trends “just happen,” those who work in the advertising world spend tons of money every year trying to predict them. It’s a risky business, and despite the cost, it sometimes misses the mark.

For freelancers or small clients who can’t spend thousands on trend forecasting services, it’s much smarter instead to stay on top of what’s popular now, instead of gambling it all on what may or may not be the next big thing.

Here are five easy ways to stay current that you may have overlooked.

#1) Google Hot Trends

About once every hour, Google updates a list of the most frequently used search terms and lists the top 100. Because the list updates so quickly, you can watch trends unfold over the course of a single day. A handy feature also lets you search for hot terms within Google trends and view a graph that charts its popularity over time. As I type this, hot search topics are the new episode of True Blood, the giant jellyfish on the coast of Japan, and debates over yet another “Miley Cyrus is Dead” ‘Net rumor (It’s false.)

#2) The Bestseller Lists

Looking at what people buy to read is an indicator of subjects the masses have more than just a passing interest in. Although some of the books purchased never get read, the buyer usually has the intention of reading them. Knowing what’s selling in the bookstores is a glimpse into the collective consciousness, especially non-fiction. Check the New York Times list frequently, but also take a look at Publisher’s Weekly, which collects separate data for more genres and age groups.

#3) Late Night Commentary

You can always watch the news (and should), but you’re only getting part of what you need. The straight facts aren’t as useful for advertising purposes as people’s reaction to the facts. For an easy way to gauge public opinion, listen to what talk show hosts choose to feature in their standup segments. Audience laughs or boos will let you know if they feel the same way about the celebrity or story being lambasted. Can’t stay up? Watch clips on Hulu or the network’s website.

#4) The Real World

It’s not enough to be social with social networking sites. Twitter and Facebook will only tell you so much about the world around you. Get outside, go places, and interact. Notice what weird new items are on the menu, what buzzwords you overhear, and what the teenagers are wearing. Chances are, it’s not the same as what you’ve seen on TV.

#5) The Garbage

Before you throw away your packaging, take a look at it. Marketing departments spend millions of dollars deciding what that wrapper should look like, so you might as well steal some insight for free. If you suddenly notice a well-known brand change its box to chartreuse polka-dots, it’s a safe bet that look is hot. Starbucks notably changes their paper bands several times a year, and it’s no coincidence that the color scheme  is often the one you’ll see women wearing that season.

Keep your eyes open. just because upcoming trends are hard to spot doesn’t mean you won’t stumble onto the next big thing. But while you’re looking, use these tips to make sure you don’t miss the current big thing.

By Elizabeth Kelly