This morning consumer insight company Trendwatching.com released its monthly micro-trend briefing for January. Based on the notion of “Functionall”, it reflects one of the biggest shifts in consumption we’ve seen in the past few years.

Functionall refers to “a new breed of products that are simple, small and/or cheap (with a dash of sustainability), giving them global reach, from India to Sweden”. These goods are suitable for low(er)-income consumers in emerging markets but also have crossover appeal to those in mature consumer societies.

We spoke to Chris Turner from Trendwatching.com about how this will affect the online world. “In the digital space, Functionall will be all about broader access.  Innovations designed for emerging markets, from the $100 laptop to cheap, solar-powered, internet enabled phones have the potential to provide more immediate online access for consumers around the world. In addition, mobile payment systems show that providing basic digital services in developing nations can often translate to providing convenient digital services in mature consumer societies.”

Trendwatching.com uses examples such as Intel’s Classmate PC (a low-cost netbook sold through local vendors), the Cherrypal $99 laptop and online micro-lending platform Kiva to show how this concept has already materialised.

From a brand perspective, this signifies a move away from feature-heavy, technically  difficult and energy-wasteful products. It’s not to say that goods will suddenly become simpler and smaller, there will always be a market for high-price, limited edition goods. However, the notion of Functionall will still trickle down and change many other sectors; communications being one of them.

Industries powered by the individual have already proven that they have the power to change the way things have traditionally been done.  PR has changed dramatically due to the knock-on effect of self-publishing, which leads us to believe that Functionall – in its current form or otherwise – will also leave its mark.