TREND BOOK 2017
Content: We endeavour to provide contemporary knowledge to create excellent content, personalised to you.
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Unity: We work with you, as a collaborative team, to ensure we provide you with the exact outcome you want, whilst always striving to exceed set goals.
Leading: We foresee future trends, making sure your company is constantly ahead, driving profit and potentional new customers.
Tactile: CULT are a 360 agency that specialise in every aspect of creative communication. We are always awaiting new challenges and face them front on.
CULT are a full service creative agency that believe good content is key. Focused on delivering authentic and inspiring work, we produce innovative strategies and create ideas that are reflective of the modern day lifestyle. We endeavour to deliver the future of lifestyle content. We engage new perspective audiences and allow you, the client, to immerse yourself in what’s new and next.
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contents Our Promise ............................................................................................................................................. Two Escapism ................................................................................................................................................. Six Digital Detox ............................................................................................................................................. Eight Connection .............................................................................................................................................. Ten Cutting Corners ........................................................................................................................................ Twelve Beyond Health .......................................................................................................................................... Fourteen Bibliography ............................................................................................................................................ Seventeen
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escapism
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Noun: Escapism The tendency to seek distraction and relief from unpleasant realities, especially by seeking entertainment or engaging in fantasy. Escapism is our umbrella trend for 2017. We are looking at fast paced lives and the distance we are trying to create between ourselves and technology. The trend Escapism is compromised of four micro trends, these are: -Digital Detox -Connection -Cutting Corners -Beyond Health
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Digital detox.
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In an increasingly technologically dependant world, many people are divorcing themselves from technology in a bid to become happier. We call this the Digital Detox. Technology is constantly becoming a fundamental aspect of our lives. We cannot apply for jobs without a telephone or email, printing memories through photos has become obsolete and now talking to one another means a conversation through a screen. It’s important to look at ways to improve and evolve the balance between using technology to better our lives and simply allowing it to take over. The average person checks their phone every six and a half minutes, with reports claiming by the time the average child born in 2013 reaches seven they would have spent an entire year of their lives in front of a screen. We are addicted and are suffering from disconnection anxiety. Technology has become such a burden to us that we as a society are trying to separate ourselves from it, but it is not without major difficulty. Britan’s first technology addiction clinic recently opened at the London Nightingale Hospital in an effort to help those severely effected. Removing yourself from technology and society itself has been introduced into media culture through channel 4’s series Hunted. It showcased a select few trying to “escape” being watched by the government. Bank cards, phones and cctv are all methods of locating where someone has been and the show depicted the difficulty of staying off the radar. A sign in Victoria station saying “There are 150 CCTV cameras in this station” re-emphasising this. Nearly half of adults are “completely hooked” to their smartphones, a recent report form Ofcom revealed 49% of under 24’s check their phone within five minutes of waking up. There are now “Digital Detox” weekends, which people are willing to pay upwards of £500, which consist of outdoor activities and meditation with the aim being for professionals to wind down without the need for technology. A festival held by innocent smoothies followed in the same nature, removing wifi, cabled electricity and 4G, using only energy provided through bike riding and solar panels. We know that in the near future detoxes will evolve, where it’s no longer about completely eradicating technology rather about becoming more mindful of how much time is spent glued to screens. It’s about taking time out from devices every now and then to engage and reconnect with real people and the real world.
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connection.
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As a nation we are more digitally connected than ever. 1 in 7 people on earth have Facebook and on average 80 million photos are uploaded to Instagram each day. The internet has become a mediator within communication in our relationships and our conversations. As a planet we are so connected through the online world that it has completely disconnected us on a personal level. In the present day social media can be summed up with one word, “mobile”. There are approximately 7.2 billion people on this planet and over 3 billion people active on the internet. This includes the 2.1 billion people that are active on social media. Connecting to the internet has become quicker and easier than ever; phones, tablets, computers and even watches can connect you to someone the other side of the world in just moments, so why are we so disconnected? The blue light emitted from screens is drastically reducing the hours of sleep we are getting per night and yet we are hesitant to put our phones down with the risk of this causing disconnection anxiety. It has emerged that youth in China, who are attending university, are being told to attend military style bootcamps to help them disconnect from their IPhones. This style of disconnection can also be seen in Iowa where a restaurant asks you to “check your phone in” in return for discount. The dating app and the way we date has reportedly killed the long term relationship. App’s such as Tinder, Grinder and match.com have opened the doors to multiple one night stands and quick connections. It has become a integral part of society and it is now more accepted to have these short relationships. In summary technology and connection has truly incorporated itself into every aspect of our lives. We are constantly bombarded with personal to work text messages, emails or social media notifications, causing us to forget how to switch off thus creating a nation of burnouts. The consumer is suffering from disconnection anxiety, and are looking for a way to minimise this. Everything has become quicker, whether it be for the consumer or production. With 75% of Facebook’s revenue coming from advertisements, social media and mobiles are the future of marketing.
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cutting corners.
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We are living in an age of constancy; we don’t turn off. We’re living constantly faster lives and in order to keep up with the here and now. We’re using new innovations in technology to save ourselves time in order to make daily life as simple as possible. By 2017 we could see 80,000 high street stores closing. With rising prices and direct competition with online retailers, the UK is falling out of love with shopping in favour of staying in and ordering directly to them. 25% of all transactions are made on mobile alone and this is part of the £719 Million spent each week in online retail. With this in mind online purchases could eclipse physical by 2019. The reason for this is speed and simplicity. In the UK we don’t just want our buying habits to be quick, we want them to be easy. With the rise of direct marketing and buy it now buttons we are being told what to buy. This can be seen on social media and across high street retailers such as TOPSHOP with their wardrobe feature. The feature enables you to answer a series of questions and results in a personalised wardrobe which you can shop from based on your preferences. We are in a time of savvy buyers. Cutting corners is about speed. Companies such as Google and Amazon are now offering two hour same day delivery slots, for a yearly fee.This emphasises the demand for speed within buying habits. This has also been recognised within science. 3D printing, whilst not being new technology has had some major advances in consumer demands, with 3D printed medication now being accepted for pharmaceutical purposes. This means pharmacies and GPs will be able to print various medication on site, reducing the time needed for the consumer to buy the product. When will this be available in the home? The year 2017 will bring more speed. The consumer is inundated with new technology and are learning to move with it. The busier lives will encourage us as marketers to be one step ahead of them and ensuring we can always deliver what they need in the time they have.
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beyond health.
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Humanity is on a mission for an optimised self, no longer is just being enough - we want to be as effective and efficient as is scientifically possible, enhancing aspects of living such as focus, memory and intelligence through products and lifestyle choices. 2017 will see products emerging that are designed to enable the performance of essential tasks with exceptional precision. Humanity is now striving to become more efficient and with the use of Nootropics (enhancement drugs) and topical sprays, by 2017 workers may be able to become the most efficient version of themselves. This imperative need has come from the fact that 73% of UK workers feel like they are required to be constantly on; this may be due to incessant work emails or the juggling of work and personal life as it grows ever more demanding. Technology will also see a huge rise in becoming more functional to enhance well being. An example of this is the PPLKPR app which monitors your stress levels based on who you’re spending time with, with the aim of reducing the time you spend with those who make you unhappy, thus creating a better environment for yourself and increasing your wellbeing. This will also be used to cater to our health. The company cue are releasing a product which enables you to track hormones and vitamin levels your phone whilst giving you recommendations on how to improve or alter your health. This can already be seen in apps such as Apple Health, Research kit, Calorie Counter and Eve which all have various subjects but the same aim; to personalise your health. The prospective customer want’s simplicity and ease but with the maximum inpact on their health. Life in 2017 will be less about what you own and more about how you live. 2017 will bring the consumer a brand new idea of what is healthy, with new technology available to help improve a busy lifestyle. The busier lives will allow marketers to move quickly alongside the consumer, giving an outlet to use technology to enhance rather than hinder lives. The health world will become more personable and be able to adjust to each individual.
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DIGITAL DETOX:
CONNECTION:
Suchet, R. (2015) “Addicted 2 UR Phone? Here’s How To Switch Off”.sky. Web. 7 Feb 2015
Barnett, Emma. ‘Burnout Britain: You’re A Slave To Your Phone, Then You Die’. Telegraph.co.uk. N.p., 2015. Web. 9 Oct. 2015.
Moodley, K. (2015) “Japan tries online detox for 500,000 teenagers addicted to the internet”. independent. Web. 23 June 2015 Moss, R. (2015) “Inside Britain’s First Technology Addiction Clinic: When Playing Candy Crush Is No Longer A Game” huffington post uk. Web. 1 September 2015 Lyons, K. (2015) “Turn off, tune out: National Unplugging Day hopes to give Britain a digital detox”. The guardian. Web. 27 June 2015 Hinde, N. (2015) “Unplugged Weekends And Device-Free Bedrooms: This Is What Digital Detox Means In 2015” Huffington post uk. Web. 2 October 2015 McGoogan, C. (2015) “Off the grid and Hunted- how to disappear in 2015”.wired. Web. 10 September 2015
Bullas, Jeff. ‘33 Social Media Facts And Statistics You Should Know In 2015’. Jeffbullas’s Blog. N.p., 2015. Web. 9 Oct. 2015. Horton, Helena. ‘Look At These Strange Pictures Of A Chinese Bootcamp That Teaches Teens To Stop Being Addicted To Their Phones’. Telegraph.co.uk. N.p., 2015. Web. 9 Oct. 2015. Jamieson, Sophie. ‘Dr Lucy Worsley: Dating Apps Like Tinder Are Destroying The Art Of Romance’. Telegraph.co.uk. N.p., 2015. Web. 9 Oct. 2015. The Huffington Post,. ‘The Very Real Anxiety That Comes From Texting, ‘Likes’ And FOMO’. N.p., 2015. Web. 9 Oct. 2015. Thrastardottir, Asta. ‘An Iowa Restaurant Is Giving Discounts To Customers Who Put Their Phones In A Box During Dinner’. Business Insider. N.p., 2015. Web. 9 Oct. 2015.
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cutting corners: beyond health: Chahal, M. (2015) What the future of TV looks like for marketers., web marketing week. Web. 9 Oct. 2015
Armstrong, Lisa ‘Geneu: where science meets skincare’ the telegraph.co.uk, web, June 02, 2015.
Google Express (2016) web www.google.com/ express/membership Web. 9 Oct. 2015
IV Smith, Jack ’Nootropic Brain Drugs Rise in Popularity for Today’s Cutthroat Corporate Climbers’ observer 2015, 14 April
Morris, D. Z. (2015) This startup could change the game for same-day shipping. Web fourtune.com Web. 9 Oct. 2015
Conklin, Jack ’The new ‘Zone Dome’ treadmill that feels like you’re running in the world’s most exotic locations’ healthista, 2015, 28 Jan
Robinson, A. (2015) Welcome to the complex world of 3D-printed drugs. Np the guardian Web. 9 Oct. 2015
Wade, Roush ‘Welcome to the 7 year technology pause,’ web, xconomy, 2014, May 16
Selby, A. (2015) Why has online shopping clicked with the British public?. Np mirror. Web. 9 Oct. 2015 Trove: Welcome to Trove (2015) : https:// www.troveup.com/welcome Web. 9 Oct. 2015
Woolaston, Victoria ‘The app that tells you who you should - and SHOULDN'T - be friends with: Pplkpr ranks relationships by tracking how they affect your heart rate’, web, dailymail.co.uk, 2015, 27 Jan Lomas, Natasha ‘Cue Draws In $7.5M For Its Health Tracking Lab-In-A-Box’, web, techcrunch.com, 2014, 19 Nov Alba, Alejandro ’Sprayable Sleep' is a product that promises to cure your insomnia’, web, nydailynews.com, 2015 10 March
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