T R E N D M A P GIANG ANH NGUYEN // 2019 393338 TREND RESEARCH & CONCEPT CREATIONS IN LIFESTYLE
ENVIRONMENT
& VISUAL AESTHETICS
Trend Sources
MICRO MACRO MEGA
DIGITALISATION ATTENTION ECONOMY
EXPERIENCE ECONOMY
SUSTAINABILITY Conscious Connection
Waste 2.0
Process Glory
Nature 2.0
Edible Curiosity
The More in Less
Raw is the New Great
Isolating Loneliness
Exclusive Escapism
Distrustopia
Visually Instagrammable
The Online Market - I Consent
Touch of Time
Mega trends, in other words, global trends, affect many people
MEGA
on several levels. These developments last decades and influence many different aspects of society – from individuals to companies and governments. Mega trends can be researched and defined by statistics.
Macro trends are the outcomes of our needs in terms of prod-
MACRO
ucts and services and shape the changing and subconsciously developed values within the society. These trends with a lifespan about 5 to 10 years embody major cultural shifts in how we live and what we want – the particular zeitgeist.
MICRO
Micro trends mainly demonstrate the tangible phenomena which are used by innovative users. This can include several products and services. By observing and interlinking various small signs, we can determine common characteristics and patterns.
DESTEP factors The DESTEP factors are used as a principle to structure the information on relevant developments in a sector. These six factors are demographic, economic, social or cultural, technological, ecological and political or legal.
Exclusive Escape Process Glory Isolating Loneliness The More in Less Visually Instagrammable
Distrustopia
Waste 2.0 Nature 2.0
Political
Edible Curiosity
Visually Instagrammable
Environmental
Distrustopia
Conscious Connection
Technological
Visually Instagrammable
Social
Economic
Demographic
By analysing these factors, one gets an overview of the environment in which a company operates. These insights into the external environment of an organisation are essential to make effective use of the opportunities and threats affected by the macro environment of the company (Sutmuller & van Belkom, 2017).
MEGA
The article about “Expulsions: Brutality and Complexity in the Global Economy” by Saskia Sassen explains the consequences of capitalism, such as the affected biosphere resulting in a global warming. It is important to have another point of view, from the more economic side, the causes of climate change instead of the solutions and changes we can currently do.
SUSTAINABILITY The resource scarcity, climate change, disposal awareness and ethical production has become one of the main topics, especially in the last decade. Ecological knowledge is taken into account on both personal and corporate level. It includes material scouting, production, use and also the end of product life as well. Products and services are environmentally friendly, considers ethics, do no harm and leaves none or minimal footprint (Trend One, 2018). As one of the few, sustainability and its manifestations became a lifestyle. As an example, a zero waste concept leaves no trace, especially in domestic households. A circular economy is characterised by the aim to retain as much value as possible for products, elements or materials in a closed loop. This system grants the long life, reuse, refurbishment, remanufacturing and recycling of products or materials (Ellen MacArthur Foundation, 2016). Furthermore, industries are progressively investing in an environmentally friendly production process with a specific focus on protecting resources and reducing emissions. Especially in the food sector, where the aim is to guarantee sustainable and fair supplies with innovative ideas in the agriculture to fulfil the demand of customers for ethical consumption (The Institute for Sustainability, 2018).
MEGA ATTENTION ECONOMY In the Age of Information, our attention became a commodity. In the past two centuries, due to the resource scarcity, the focus has shifted from land to labour to knowledge to attention (Future Laboratory, 2017). Attention Economy drives both social and economic change by managing the information flow and humans’ interaction as a currency, especially with the rise of mindfulness practices. The focus is on the mental engagements of an individual who is aware of a specific element of information (Barr, 2017). For brands to become outstanding, they use authenticity, emotional contagion and social issue approaches to target their customers. Communication through innovative channels and compelling storytelling in marketing campaigns attracts the audience with authentic and high-quality content. This is reflected in the influencer branding, celebrity endorsement or the importance of the aesthetics in current “visual culture” (Trend One, 2018). The constant flow of content leads to the intensified emotional responses and increasing emphasis on the visual design – from colourful and interactive layouts to eye-catching illustrations and letterings. Users’ need for empathetic story and value to consider the product or service as worth their time (Vogels, 2018).
MEGA EXPERIENCE ECONOMY In human nature itself, experiencing new and irregular activities was, is and will be always exciting. However, the extent of its traditionalism has been upgraded to fulfil the new expectations. Nowadays, nearly every sector in the industry is competing to achieve the best experience for its users. These consumers are seeking for creating memories and gain new, preferable unusual, experiences instead of only products purchase (Trend Hunter, 2018). It is a combination of traditional values such as playfulness, connection, authenticity or personalisation, and uniqueness which is fresh and noticeable. Therefore, the core of an experience is to fulfil the basic human needs with a twisted experience which serves those desires (Mattin, 2019).
MEGA DIGITALISATION The industrial and social transformation by the society has reflected in the technological evolution named digitalisation. Human species have evolved in seamless co-living with the technological advancements which changed the way of our living, working and communication in an enormous speed (Newman, 2016). The force of digitalisation is unstoppable and can be utterly disruptive. The power of media in streaming and peer-sharing has challenged the social, legal and economic system of the society. The traditional businesses have to adapt to the new digital companies when the legal actions have failed. The digital market is fast and can rapidly respond to the customer demand, trends and rivalry (Gillior, 2018). The convenience of technology reflected in our lives as humans start evolving in Homotechnicus – “first coined by Galvin in 2003 to help refine the definition of human beings to more accurately reflect the evolving condition of human beings intertwined within advancing technological society” (Information Science Reference, 2013). The digital development leads to the point when our lives are reflected in two directions – the one in reality and the other in the online world. The constant access to the internet with our electronic devices and being surrounded by technology resulted in an instant connection to the web. The seamless blend between the two-world led us to underestimate its importance in many aspects of our lives (Trend One, 2018).
MACRO
1
WASTE 2.0 STIGMA NO MORE - ENVIRONMENTAL AWARENESS - TANGIBLE WITH A STORY
In these days, the overproduction and constant price drops drive us to purchase more than needed. We are producing what destroys us. However, with this development and its harmful impacts, we are heading in the direction of seeking for a new purpose for waste materials and methods to transform the raw elements into a new material. Additionally, by creating a new material from waste creators aim to combat the stigma around the grossness of raw materials as well. With the rise of demand for industrial transparency and concerns on climate change, there is a desire in society to own a product or service which have a positive impact on the planet. “The sustainable production with a story to tell became more valued by both creators and users than before. It is time to convert organic waste into a catalyst for structural change in our immediate environment.
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2
CONSCIOUS CONNECTION CONNECTION - INTERACTION - OPENNESS
In these days, we are living in a fast-paced society and together with the rapid urbanisation and digitalisation, we became socially isolated which affects many aspects of our well-being. Many people are unable to keep up with the technological advancements and rapid changes in society which results in losing connection with loved ones. Our consciousness is disappearing in both inner and outer aspects – our actions and our surroundings. For this reason, people have larger need to reconnect with not only their friends and family but also neighbours and communities. In addition, there is also an emerging need for self-development on the social, mental and physical level. Conscious Connection emphasis the need for a mindful connection with one’s surroundings.
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3
NATURE 2.0 SELF-RELIANCE - EFFICIENCY - INDEPENDENCE
It is nothing new that the human race has been using natural resources without always bearing in mind what the consequences are. Now that the danger feels imminent, we want to repair what we broke. However, instead of fixing the damage and responsibly change our behaviours, humans accept the facts of irreparable harm. Instead, we use technology as a means to resolve those prominent issues. Why? You could say our attitude toward nature is arrogant. We say: “Who even needs nature anyway? We recreated it and made it even better along the way!�.
MACRO
4
PROCESS GLORY TRANSPARENCY - PROCESS AWARENESS – UNIQUE
Nowadays, the internet still cannot provide the sensory experience that physical space has the potential to unlock. As humans, we need to use all of our senses. We have to debunk the idea that the future has to look futuristic by reimagining the limits of traditional values. Instead of approaching it with an abundance of technologies, let’s embrace and trust the natural touch of time. The trend Process Glory is about how the passing of time can show on a specific product. The feeling of an ageing material is quite unusual: it becomes unique because of the signs of ageing which creates more personal value and tells a story. The focus is mainly on the production process, which adds main values to the unique final product.
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5
THE MORE IN LESS MATERIALISM - CONNECTION WITH PRODUCTS – MINIMALISM
In these days, we concentrate on reducing our consumption of luxurious and lush things but still have the desire to surround ourselves with aesthetically pleasing objects in our homes. For this reason, there is a shift in values when we are not letting go of our materialistic needs, but still satisfy ourselves with simple objects that can be described as minimalistic. Meaning by using the objects to their full capacity and value, and being mindful when purchasing new ones. One have a need to question oneself if it truly add value or functionality to their life. The trend “The More in Less” is about simplifying life without making compromises.
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6
EDIBLE CURIOSITY NEW EXPERIENCE - CURIOSITY - CHANGE
In recent years, breaking routines and stereotypes is on the rise. Even though it gives us an order in our daily life, there is a need to reshape these structures and foster the willingness to experience new things. Particularly in the food sector, where meals are constantly experimented. One of the main reasons is simply the curiosity and the need to use creativity in food such as altering its flavours, shapes or colours. Moreover, the need for change has reflected in the way it is served as well. The dining manners has been shifted from basic eating tools and tableware to modifying its shapes and combining it. The trend Edible Curiosity was born by the demand for change and represents all the miscellaneous objects people can consume or use to consume in these days.
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7
ISOLATING LONELINESS PEACE OF MIND - RELATABLE CONNECTION - COMFORT
When children are going through a difficult situation, they tend to not talk about it and, as a result, will feel lonely. Connecting with others that relate to you, is a form of combating loneliness. Isolating Loneliness focuses on combating isolation in a new way by ensuring one can communicate with others through technology. Whether it is a friend that you can relate to, connecting with your actual friends whom you are isolated from or a friend in real life that provides you with comfort. When there is interaction with someone that relates to one’s experience, it ensures one is not alone. Regular communications or relating to others in similar situations can make you feel normal and distract you from the pain you are enduring and ease your mind.
MACRO
8
EXCLUSIVE ESCAPISM EXCLUSIVITY - ESCAPING REALITY - SURPASSING NORMAL
Luxury is used as a means to escape from the current society. Extravagant indulgence is being used as a tool for consumers to have the opportunity to reach a fantasy experience, making the ordinary extraordinary or enter a world of wonders. This could be seen as a countermovement towards the values of availability and affordability of products and services in the past. In the trend Exclusive Escapism, one look at the spots redefining and going beyond everything seen, as usual, thinking in distant futures or fantasy world, eliminating normality in the process. Currently, there is a need for extravagance, exclusivity which makes people feel like they have something unattainable. If one indulges oneself in an exclusive world, using luxury as a tool, they will be able to achieve the fantasy lifestyle.
MACRO
9
VISUALLY INSTAGRAMMABLE AESTHETICS - POPULARITY - PERFORMANCE
With the popularity of social media, especially Instagram, there is a rise in the importance of visually appealing products and services which are often considered as being “Instagrammable” – worth being posted on Instagram. It is not only about posing of individuals anymore, but also the marketing strategy of businesses. Restaurants, stores, museums or hotels are being specifically designed to be instagrammable and some even include special rewards for their customers when promoting them on social media or offer free service for those with certain number of followers. Therefore, the purpose of Instagram is not only for social networking, but it also became a powerful marketing tool attracting wide range of exposure to the audience.
MACRO
10
DISTRUSTOPIA SECURITY - VISUALISATION - TRANSPARENCY
Our data such as emails, search history, passwords, photos and videos are stored in a large corporate server outside our homes which increase the chances to be hacked, the data to be traded or our online behaviour to be monitored by the government. For this reason, there is an emerging need for transparency and security for the personal data to avoid one’s identity to be stolen. Especially when nowadays, what seems free does not mean free – data became a new currency. Instead of signing away one’s rights and allowing third-parties to track and access the personal information, initiatives aims to visualise what appears invisible and introduce us a se-cure and straightforward way to protect ourselves. In the end, each individual is his/her narra-tive of our identity – it is up to us, how much data are we willing to share.
STIGMA NO MORE - ENVIRONMENTAL AWARENESS - TANGIBLE WITH A STORY
Waste 2.0
MICRO Raw is the New Great The trend Raw is the New Great is about destigmatising and heading in the direction of finding a new function for waste materials. This also entails transforming those elements in a new sort of material. The intention of products such as furniture or tableware is no longer only about functionality or aesthetics, but also about the production process and educational purposes.
- Manureality Creator: Martijn Straatman Manureality is furniture for storing stable equipment made from dried horse manure as an eco-friendly base material. The designer aims to encourage society to become more sustainable by going back to the basics. The series is an example of what is possible with an organic waste, aimed at inspiring the industry at large (Straatman, 2018). The excess of animal dung is often a problem for farmers or horse keepers, especially in the Netherlands, since the disposal of the manure is usually charged. Manureality can help them discard the excrements and create a new alternative material for furniture which biodegradable and combat the stigma around manure in general.
STIGMA NO MORE - ENVIRONMENTAL AWARENESS - TANGIBLE WITH A STORY
Waste 2.0
Raw is the New Great - This Is Urine Creator: Sinae Kim
- Ser-Vies Creator: Iris de Klevith & Annemarie Piscaer
The development of technology
Breakfast plates and coffee cups are a part of daily life. Therefore, archi-
and changes in lifestyle has nega-
tect Iris de Kievith and de- signer Annemarie Piscaer collected fine dust
tively changed the common belief
in the city of Rotterdam and used it to make a new material - enamel for
of the modern society about urine.
ceramics. The colour of the particulate matter makes the poor air quality
Project This is Urine from a design-
visible and tangible (Kievith & Piscaer, 2018).
er Sinae Kim explores the potential of human urine, where it is used as
Particulate pollution is destroying
a ceramic glaze.
the urban living environment, and we ourselves are producing it. Ser-
Urine consists of many substanc-
Vies is tableware that raises aware-
es, including many valuable min-
ness about air pollution by directly
erals, water, urea and more which
incorporating its particles into our
is often underrated. After the mineral residue crystallises, it forms an
daily lives. The name is a play on
opaque glass coating on the ceramic surface. The glaze can have vari-
words. In Dutch, “servies” means
ous textures depending on different conditions. The designer applied this
tableware while “vies” means dirty.
process to use the glazing on tiles and Urine-Ware, a collection of decorative vessels inspired by the shape of the human bladder and laboratory flasks (Kim, 2019). The aim of Kim is not only to question the ethics of raw resources, but also to form a social consensus on human urine as a potential versatile alternative.
TRANSPARENCY - PROCESS AWARENESS – UNIQUE
Process Glory
MICRO Touch of Time Touch of Time is about embracing the production process which adds value and narrates the story behind a certain product. Letting the magic of time and the process itself creating valuable elements on materials such as finest metals, local wood or other materials embrace the craftsmanship itself. These are especially done without any use of technological advancements, leaving the nature doing its wonders.
- Zuihodo Kyoto Creator: Zuihodo Kyoto Zuihodo Kyoto focuses on metalwork created by Japanese craftsmen. These hand-made patterns are implemented by traditional ancient art techniques and tools. Precious silver materials are being hammered and beaten with traditional methods for a hundred days. Afterwards, together with repetitive applications of heat and contouring, it gradually shapes in a teapot. By encouraging the majesty of traditional craftsmanship and expanding authentic artistic values, it highlights the connections between precious materials and craftsmanship. The unique and thoughtful process results in a beautiful object carrying the everlasting spirit - the Touch of Time.
TRANSPARENCY - PROCESS AWARENESS – UNIQUE
Process Glory
Touch of Time - Balance Creator: Wagner Wolf & Style of Japan
- Panta Rhei Creator: Jihye Kang
Balance is a collection of chopsticks and spoons inspired by Japanese
Jihye Kang based in Berlin, Ger-
eating tools and its native dining culture. By creating this collection, de-
many originally from South Korea,
signer Wagner Wolf wanted to offer a new intercultural and balanced
designed a collection of porce-
idea for eating with chopsticks.
lain vases called Panta Rhei. Kang claims water is an essential eleThe Japanese are known for eating
ment not only in life but also in the
in a respectful and balanced way.
porcelain world.
Wolf admired to introduce the eastern way of using chopsticks
In this project, water is reinte-
with his cutlery set to the western
grated as the leading force in the
culture - traditional reimagining
production process of porcelain.
values. Wolf and Japan Pavilion
Kang experimented with water in
looked at the western culture us-
different ways, for instance, Erosion and the Capillary effect, to see what
ing knives, forks and spoons and
the natural effects will be on the vases. The touch of nature’s time creat-
created a fusion, while still re-
ed unique outcomes without any use of (digital) technology. Kang really
specting the Japanese culture and
wanted to show its natural beauty of water. Every single piece is unique
traditions.
and tells a story about the production process.
You are able to see the touch of time in the production process. This set is made by 100 per cent cedar Japanese wood which is carefully chosen and laid for half a year before processing. Each product is handmade with care and enables the traceability of the materials which matches with the values for transparency.
SECURITY - VISUALISATION - TRANSPARENCY
Distrustopia
MICRO The Online Market - I Consent By using digital services, users automatically share their data such as online activity, and identity became transparent. For this reason, there are emerging initiatives from companies, designers or artist to highlight these privacy issues and educate the online users on how much data they want to share, what happened to their data or how to securely manage them.
- Databall_ Creator: Felix Molinga Databall_ is a pinball machine that playfully visualises the flow of personal data to help the majority of children growing up with digital technologies to understand the actual value of personal information (Mollinga, 2018). This project visually translates the data trading into a transparent and easy-to-understand way for chil- dren to provide security and avoid future problems. By knowing how one’s data are treated and the po- tential threats, children can take a critical approach before putting anything on the internet.
SECURITY - VISUALISATION - TRANSPARENCY
Distrustopia
The Online Market - I Consent - I Agree
- Helm Personal Server
Creator: Dima Yarovinsky
Creator: Helm
Artist Dima Yarovinsky created
Helm Personal Server is an in-house server which saves users’ most crit-
a simple but meaningful project
ical data from the next massive online breach as it has happened more
called I Agree consisting of the
often since the Facebook-Cambridge Analytica case. Email is where our
printed “Terms of Service” of ma-
online identity can be initially stolen. Our inbox is a record of our online
jor online networking sites such
life consisting of legal agreements, photos, purchases and personal writ-
as Facebook, Instagram, Tinder,
ings. The Helm Personal Server takes these key data out of the cloud-
Snapchat and more, on a standard
based email services such as Gmail or Yahoo and keeps them encrypted
A4 wide scroll. The printed scrolls
within the device. In addition, users can create their own private email
of so-called terms with a standard
domain (Helm, 2019).
legal contract font size and type were hanged in the gallery of Bezalel Academy of Arts and Design. Moreover, each scroll has additional information about the number of words and how long does it take to read. Yarovinsky’s project aimed to highlight how powerless, vulnerable and small we are in comparison to the massive corporates (Yarovinsky, 2018).
List of Sources Barr, R. (2017). The Attention Economy . Nottingham: Nottingham Trent University. Ellen MacArthur Foundation. (2016). Intelligent Assets. Retrieved from Ellen MacArthur Foundation: https://www.ellenmacarthurfoundation.org/assets/downloads/ publications/EllenMacArthurFoundation_Intelligent_Assets_080216.pdf Future Laboratory. (2017). UK Trend Briefing Report 2017 . London: The Future Laboratory. Retrieved from https://www.thefuturelaboratory.com/uk/reports/trend-briefing-2017 Future Thinkers. (2018). Trend Book Dutch Design Week 2018. Tilburg. Future Thinkers. (2019). Trend Book Ambiente 2019. Tilburg. Gillior, H. (2018, February 5). Digitalisation – An Unstoppable Mega Trend. Retrieved from Institute for Digital Transformation: https://www.institutefordigitaltransformation.org/digitalisation-an-unstoppable-mega-trend/ Information Science Reference. (2013). In R. Luppicini, “Handbook of Research on Technoself: Identity in a Technological Society”. Mattin, D. (2019). The Future of Experiences. Retrieved from Trend Watching: https://trendwatching.com/quarterly/2019-02/the-future-of-experiences/ Newman, D. (2016, August 30). Top 10 Trends For Digital Transformation In 2017. Retrieved from Forbes: https://www.forbes.com/sites/danielnewman/2016/08/30/top-10-trends-for-digital-transformation-in-2017/#54640e1f47a5 Nguyen, G. A. (2019). Research Report - Preadolescents & Safe Social Media Use (Milestone 2). Tilburg. Nguyen, G. A., & Muller, M. (2018). Trend Report Vittorio Perzisch Ijs. Tilburg. Nguyen, G. A., Labee, T., & Monse, E. (2019, February 12). Top Five Design at Hall 4 at Ambiente. Retrieved from Join-ILS: https://www.join-ils.nl/single-post/2019/02/12/Top-five-designs-at-hall-4-Ambiente Nguyen, Giang Anh. (2019). Trend Book Ambiente 2019. The Institute for Sustainability. (2018). Sustainability Overview. Retrieved from The Institute for Sustainability: http://www.theinstituteforsustainability.com/downloads/sustainability-overview.pdf Trend Hunter. (2018). Experience. Retrieved from Trend HUnter: https://www.trendhunter.com/megatrend/experience Trend One. (2018). Mega trend - Attention Economy. Retrieved from Trend One: https://www.trendone.com/en/trend-universe/mega-trends/mega-trend-detail/attention-economy.html Trend One. (2018). Mega trend - Outernet. Retrieved from Trend One: https://www.trendone.com/en/trend-universe/mega-trends/mega-trend-detail/outernet.html Trend One. (2018). Mega Trends - Sustainability. Retrieved from Trend One: https://www.trendone.com/en/trend-universe/mega-trends/mega-trend-detail/sustainability.html Vogels, R. (2018, August 26). How To Design For Emotional Brand Experiences In The Attention Economy. Retrieved from Forbes: https://www.forbes.com/sites/rebeccavogels/2018/08/26/how-to-design-for-emotional-brand-experiences-in-the-attention-economy/
TREND MAP // 2019 GIANG ANH NGUYEN