Green is the new black and bright floral patterns are in. Trends in fashion change each season. If you ask a fashion designer, they'll be the first to tell you that, contrary to popular belief, they don't set the trend, consumer behavior does. They only respond to it.

This is true in marketing strategy as well. Consumers send messages to manufacturers and providers of service about what they want to buy and how they want the product or service to be provided to them, through their purchasing behavior. And, just as in fashion, consumer behavior has a tendency to occur in clusters or trends.

A strong new trend.

We call it "whisper marketing." We believe it's a response to the too-fast pace of modern life — a result of one too many shouts and hypes, too much bling, and too many empty claims of "new" and "improved" that aren't real. And the trend seems to be evident across all age groups — 20s, 30s, 40s, 50s and even 60s.

The message to companies is to be authentic and real. To help customers' lives become simpler. To use less packaging. To say less, and mean more. To spare the hype and get down to core benefits that are real, believable and relevant to them. Essentially, to speak in a whisper and improve their lives.

Don't boast about how great your products and services are. Show how they can help. Make it easier for your customers to distinguish you from the others by focusing on practical benefits. And remember, it matters to customers if you walk the talk. Just look at Tylenol, and how they're responding to this trend:

Tylenol wants to reach young people, so they now sponsor skateboarding events and the building of skateboard parks. They have a website called ouch.com that highlights risktakers and leaders in youth sports. But you won't see any of that in their ad campaigns or tv commercials. The message is a whisper message.

But will I be heard if I whisper?

The fear of so many companies is that whisper messages won't be heard — a reasonable concern, if you go on past experience. But marketing strategy is about responding to the present and looking to the future. What Tylenol and others have found is that if you truly speak to consumer group's direct concerns, you'll not only be heard, you'll nearly have their undivided attention.