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More Surprises

The desire for surprise, randomness and happenstance will increase.

During the recession consumers focused more on price and couponing, and this tendency is still increasing.Today, 56 percent of consumers say, "I will gladly switch brands to use a coupon," up from 41 percent in 2006, according to GfK.

However, to drive value brands need to differentiate beyond how cheap they are, and Americans' desire for the new and unexpected is higher than ever. Today, 37 percent of 18-34 year-olds say, "I like to change brands for the sake of variety/novelty," up from 30 percent in 2005, according to GfK.

This desire for the unexpected and novelty is seen in Toronto Underground Market events, the warehouse party scene in New York, and the rise of speakeasy bars across the U.S. like Bardot in Miami and Untitled in Chicago.

Aaron Cobbett | Stone | Getty Images