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 Mon, Mar 16 1992 Date: Mon, 16 Mar 92 05:48:19 EST Message-ID: 03-16 0000 DECISIONLINE: Trends & Marketing USA TODAY Update March 16, 1992 Source: USA TODAY:Gannett National Information Network SHREDDING ECOLOGICALLY CORRECT: A growing number of companies are using their shredding machines as more than simply a security function, according to Runzheimer International. Shredders are becoming valuable for recycling paper, for producing packing materials and for reducing the amount of trash that needs to be hauled away. That's a savings for companies that don't have to by packing materials and have less trash. WE'RE MARRYING LATER: Men and women are marrying later than at any time this century, according to the Census Bureau. Women in 1950 and in 1960 were getting married at the median age of 20.3. It was still under 21 - but barely, at 20.8 median age - in 1970. By 1980, the age for women had jumped to 22. And in 1990, the median age for women to marry was 23.9. MEN OLDER THAN WIVES: Men are older than women at marriage in every decade, according to the Census Bureau. And they're edging ever closer to 30 before tying the knot. The median age for men at marriage in 1950 and 1960 was 22.8, about 2 1:2 years older than women. That ratio's stayed close as ages rise. In 1970, the median age for men was 23.2; in 1980, 24.7. By 1990, the median age was up to 26.1. FORGET THE SHOPPING: Secretaries won't perform those personal errands anymore. Runzheimer International reports that many secretaries find it improper to do a bosses' personal shopping for gifts; balance a personal checkbook or run personal errands. But a majority will make an extra effort to find the best travel agency for a boss that frequently travels. Some will serve beverages to visitors. IPOS ARE CROPPING UP: Initial public offerings are popping up at a quick pace. This year, 113 companies have sold stock for the first time in IPO sales, raising $6.6 billion, according to newsletter IPO Reporter. This time last year, just 22 new stocks had jumped into the pool, raising $1.9 billion. And the line of companies planning to issue new stock isn't shrinking. EVEN SMALL COMPANIES WANT IN: Initial public offerings are appearing at a pretty quick clip this year. Seven mortgage-banking firms have said they will sell stock, inspired by the rush of homeowners refinancing. Evangelist Pat Robertson plans to sell shares in his Family Channel. And a seven-store party-goods chain in St. Louis, Zam's, wants to sell 870,000 shares. THE HAIR COMES OFF: It's shearing season on television. On CBS' "Murphy Brown" Monday, Candice Bergen's title character will reveal a new, shorter do. She's protesting an appearance clause in her contract. And on a recent episode of "Northern Exposure," philosophical disc jockey Chris got his hair chopped. He'd been "heading into this kind of John Lennon-Christ thing in my mind," says actor John Corbett. AUTO, TRUCK SALES JUMP: Sales by five major U.S. automakers showed signs of life in the first 10 days of this month, zooming up 15% from the same period last year. Analysts say the improvement led by a jump in light-truck sales, suggests the auto industry may be headed for a rebound. Toyota had the strongest showing, up 37% from last year. TOP-RATED LIST SMALLER: There are just 12 U.S. industrial companies left with a top-notch rating from Moody's Investors Service and Standard & Poor's, which scrutinize company debt. They include American Home Products, Eli Lilly, Merck, Pfizer, Bristol Myers Squibb and United Parcel Service. S&P ranked 22 industrial companies AAA in 1980. But heavy borrowing that decade knocked the list to 14 by the end of 1989. FLORAL, EARTH SCENTS ARE IN: The new scents of the '90s are multifloral scents with a twist, according to the April edition of Glamour magazine. Volupte by Oscar de la Renta is a prime example. It's a floral, Oriental scent that includes freesia, mimosa and asmanthus combined with melon and mandarin. It's "more self-assured and daring," says de la Renta. Other trends include so-called ozonic scents like Cool Water. YOUNGER WOMEN LOSING HAIR: More younger women are having trouble with hair loss, according to Douglas Altcheck, M.D., of Mount Sinai School of Medicine in New York. According to a study, between 1984 and 1989 hair loss in women ages 20 to 35 is up 50% over the late 1950s and early 1960s. Altcheck ways that stress exacerbates production of testosterone, linked to baldness. Other causes include giving birth, crash diets. CHARGE IT IN RUSSIA: Advertising and credit cards are relatively new ideas in the former Soviet Union, but Russian college students are working on both. A team from Moscow State University will come up with ads to promote Visa cards in Russia as part of a competition run by the American Advertising Federation. Russians are having to adjust to the idea of consumer debt. Most are unfamiliar with credit cards. 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. For more information, send-email to usa@AmeriCast.COM