Path: bloom-picayune.mit.edu!snorkelwacker.mit.edu!news.media.mit.edu!americast.com!usa-post Newsgroups: usa-today.trends From: usa-post@AmeriCast.Com Organization: American Cybercasting Approved: usa-post@AmeriCast.com Subject: trends Fri, Mar 6 1992 Date: Fri, 6 Mar 92 05:54:04 EST Message-ID: 03-06 0000 DECISIONLINE: Trends & Marketing USA TODAY Update March 6-8, 1992 Source: USA TODAY:Gannett National Information Network PARENTS BRING UP GREEN BABIES: In an effort to do what's best for their children's future, concerned parents are bathing offspring in soap shaped like endangered species, drying them with unbleached cotton towels and dressing the little sprouts in all-natural fibers. "This has gone beyond the beginnings of a trend," says David Markus of Parents magazine. "(It's) among the most pressing concerns" of readers. (For more, see special Green package below.) COMPUTER VIRUSES PROLIFERATE: Computer viruses, unknown seven years ago, now are being detected at a rate of more than two discoveries per day, according to the National Computer Security Association. In 1986, just five new viruses were uncovered. By the next year that number had nearly tripled, to 14. There were more than 200 new viruses found in 1990; through August of last year, 504. WE'RE WATCHING MORE TV: Watching network TV was a popular thing to do in February. Viewership was up 1% compared to last year. The slight rise marks a shift in a 15-year trend of cable growing at network TV's expense. CBS senior vice president of planning and research David Poltrack calls it "a victory for network television." SHAPE OF THINGS TO COME: Not so long ago, there were widespread fears that one-armed robots would virtually take over U.S. factories. The robots haven't made tremendous headway, but smart computers that recognize the human voice are poised to sweep thousands from the white-collar sector. Earlier this week, AT&T said it would replace up to 6,000 people with a voice-recognition computer that can relay calls. COMPUTERS DO THE JOB: As the hearing computer takes charge, an exploding number of low-level workers - people who take reservations, process orders - could find themselves out of work. Amway salesmen order supplies by calling a system that repeats the order, then asks, "Is that right?" Gemologists who evaluate diamonds for Zale Corporation use a computer with a 127-word vocabulary to file their reports. REVERSE MORTGAGES TAKE OFF: Mortgage companies that send homeowners a monthly check instead of the other way around are heading for the big time. Reverse mortgages have been growing in popularity for several years now. As with home-equity loans, they're for homeowners who want to take money out of their property. But reverse loans don't have to be repaid until the home is sold. AIRPORTS TAKE OFF AS AD VENUE: Increasingly, airports are being used for brand marketing. They're one of the USA's most seductive place-based marketing opportunities. Some $3 billion is spent annually in airport gift shops and restaurants, according to Ira Weinstein of Airport Interviewing & Research. Only half the money is spent by travelers; the rest by those greeting and sending them off and airport staff. SWM, LOVES LABS: Top dogs with single folks are rottweilers, black labs and chihuahas, according to "Single Pet Lovers." That's a national quarterly newsletter pairing compatible animal-loving single people. The latest listing is out this month with bios of members, including their pet preferences. Write Single Pet Lovers, P.O. Box 487, La Guardia, N.Y. 11371. INDIANS HAVE HIGH PROFILE: American Indians have had a high profile in the news, what with the debate over sports teams' names and the Columbus anniversary, says USA WEEKEND. And their movie presence is stronger than ever. Coming soon: "Incident at Oglala," about Indian activist Leonard Peltier; "Thunderheart," about a murder on a reservation; and "Last of the Mohicans" with Daniel Day-Lewis. SPECIAL PACKAGE ON GREEN: TEACH YOUR CHILDREN WELL: Parents today are raising their children with an eye on the environment. Mary Spalding and her husband, Mark Lazar, are trying to live according to environmental principles. They use products made of recycled paper and eat organically grown foods. Their kids wear cotton clothes, but that's "a double-edged sword because cotton is a highly pesticided crop," Spalding says. CHILDREN ARE AWARE: Spalding and Lazar's three children are being brought up with an awareness of recycling and other principles of environmentalism. The family brings its own grocery bags to the store and buys in bulk. They use cloth napkins and don't use paper towels. "We were raised ... with the disposable mentality," she says. "We're trying to raise our children with a reusable mentality." START WITH DIAPERS: Not everyone is so assiduous as Spalding and Lazar. Few parents have the time or dedication to do everything in an environmentally sensitive way, but most want to do what they can. Many start with diapers. Environmentally concerned parents have helped boost diaper service business by 180% in the last three years, says the National Association of Diaper Services. (End of package.) Trends & Marketing Editor: Beth Mann. (1-919-855-3491) Making copies of USA TODAY Update (Copyright, 1992) for further distribution violates federal law. This article is copyright 1992 Gannett News Service. Redistribution to other sites is not permitted except by arrangement with American Cybercasting Corporation. 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