keeping
Trends + Anthropology + Brands + Strategy
September 2010
{
{
TABS
Contents 3 4 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 32
WELCOME TREND MAP Mass Customisation Simple Interfaces Brand Me Codes of Conduct Informed Consumerism Natural Mindset Green Revolution Hyperawareness of Health Social Participation Attention Economy Rising Social Conscience Mobile Living Hyperlocalisation True Stories Privacy & Control Neo-Tribalism Collaborative Living and Working Slow East/West Blended Reality POST-ITS OTHER INTERESTING READING & SOURCES ABOUT CANVAS8
Welcome Welcome to Canvas8’s Keeping TABS, a biannual summary of the most important trends currently influencing global consumer culture. The trends in this document are based on a combination of expert opinion and extensive in-house research, tailored to an audience of brands and ad agencies. Hence the TABS acronym: Trends, Anthropology, Brands, Strategy. We’re aware that most of you will be familiar with some of the trends here. The purpose of this document is not to sketch out crystal ball predictions, but to put the last six months of global culture into a usable context. Whilst we first identified some of these trends over six months ago, they nevertheless continue to have a profound impact on global behaviour. We’ve trawled academic journals, panned the gold from hundreds of pop culture and industry blogs, and probed the minds of globally recognised Thought Leaders before stepping back and piecing it all together. The Trend Map on the following page is the result of this analysis. We like that it rather resembles a brain. We’ve tried to make the navigation as intuitive and interactive as possible. Each trend is supported by several examples of where it’s happened, key statistics and the consumer groups most affected; we’ve described mindsets where possible, but good old-fashioned demographics are often used for clarity’s sake. All external sources – along with some excellent further reading – can be found at the back. We’ve also identified a few nascent drivers (‘Post-Its’) that, while not yet trends in their own right, are definitely worth keeping an eye on. I hope you draw as much inspiration from reading this document as we have in putting it together. Prod it, pass it around and scribble on it – and please do let us know what you think: keepingtabs@canvas8.com
CREDITS Thanks to: Chris Arnold, Joel Backaler, Barrie Barton, Marco Bevolo, Lori Bitter, Fiona Buckland, Amitava Chattopadhyay, Elizabeth Churchill, Lars Cosh-Ishii, Nic Crowe, Glynn Davis, Krystal D’Costa, Marc De’ath, Jason Della Rocca, Christy Dena, Sara Diamond, Tom Doctoroff, Kristina Dryza, Alex Gordon, Dale Herigstad, David Jennings, Toby Kay, Daniela Krautsack, Meena Kadri, Ramsey Khoury, Gerd Leonhard, Trevor Lloyd-Jones, Andrew Losowsky, Brian Merchant, Kate Mew, Monocle, Alan Moore, Don Norman, David North, Daniel Nye Griffiths, Clay Parker Jones, Neil Perkin, Joseph B. Pine, Ruby Pseudo, PSFK, Mary Lou Quinlan, John Ryan, Jean-Robert Saintil, Marian Salzman, Mandy Saven, Baba Shiv, Arvind Singhal, Michael Solomon, Ysanne Spevack, Springwise, Luciana Stein, Ed Stocker, Danny Taewoo Kim, TED, Ana Terzi, Trendwatching, Fabrizio Valente, Mark Vanderbeeken, Ilya Vedrashko, Sheila Wan, Richard Watson, WGSN, WIRED, Faris Yakob, Mio Yamada. DESIGN by Margarita Gaffarelli www.apricot-juice.com/meg CANVAS8 ANALYSIS BY Jenny Winfield, Nick Morris, Debbi Evans
Warmest wishes,
Debbi Evans, Editor Canvas8
CONTENTS
3
Trend Map TRENDS Mass Customisation
Rising Social Conscience
Simple Interfaces
Mobile Living
Brand Me
Hyperlocalisation
Codes of Conduct
True Stories
Informed Consumerism
Privacy & Control
Natural Mindset
Neo-tribalism
Sustainable Capitalism
Collaborative Living and Working
Hyperawareness of Health
Slow
Social Participation
East/West
Attention Economy
Blended Reality
up same down Related to
CONTENTS
Mass Customisation
WHAT ARE THE SIGNS? CHOCOMIZE
ADIDAS SYO
BMW
TESCO MOBILE SHOPPING APP ME & GOJI
WHAT IS IT? The mass market approach of considering consumers as a homogenous group is truly over. People approach brands differently each time they interact with them – their personal moods, mindsets, experiences are constantly in a state of flux, as are their needs and expectations.
If you travel on business, you want one thing from the airline, the hotel, the rental car company, the restaurants you frequent, and so forth. Bring your spouse with you, and suddenly all of those requirements change. Bring the kids along, and they change again.
NETFLIX
BUILD A BEAR
RED MOON PET FOOD
SHOEDAZZLE
BEST BUY BLUE LABEL
DESIGN A TEA
PANDORA.COM
GRANNIES INC.
BENE FURNITURE
GHOSTLY DISCOVERY
NIKE iD
‘MY DENIM, MY MUSIC’
JIBBITZ
MSI FX600 LAPTOP
WHO IS IT IMPACTING?
Brands are finally moving away from demographics; consumers are being targeted in their transient, flighty need states (but importantly, they are not being defined by them) with intuitive and exciting ways to customise products, services and experiences. Brands are honing in on what consumers really want by engaging with their facets and subtleties – or allowing individuals to shape each product for themselves. Blank canvases can be intimidating: giving people accessible tools to personalise their products will truly tip this steadily growing trend into the mainstream.
Only about
Globally.
Consumers would pay
The value of
Time not a new concept but in revival with mobile
RELATED TRENDS
Moonpig
up to
100% MORE for product that has been customised.
CONTENTS
25%
67%
PEAK
Phase
HOW HAS IT BEEN DEVELOPING?
WHERE IS IT HAPPENING?
WHERE IS THE TREND IN ITS LIFECYCLE?
Joseph B. Pine, Author of Mass Customization: the new frontier in business competition
Interested Gen X and Y
Technologically advanced
of all mass customisation companies on the web offer direct customer support.
2009 def.
Privacy & Control
Simple Interfaces
Brand Me
Slow
2010 the online personalised greetings card service.
5
Simple Interfaces
WHAT ARE THE SIGNS? ING DIRECT
RED MARKET
GOOGLE DASHBOARD KINDLE
WHAT IS IT?
WHO IS IT IMPACTING? Everyone in developed nations where pressure to ‘know more’ is HIGH (Gen X, GenY)
FONYOU
SIXTH SENSE
People do not want simplicity – what they really want is understanding. People don’t want to give up the power. What they are against is being confused.
BMW iDRIVE
WHERE IS THE TREND IN ITS LIFECYCLE?
PLATEAU
SIX EIGHT-STUD EIGHT-STUD SIX LEGO BRICKS
Time
LEGO BRICKS
can be be rearranged rearranged into into can
RELATED TRENDS
Slow
Privacy & Control
Blended Reality
Informed Consumerism
Mobile Living
different combinations Mass Customisation
CONTENTS
TEXT 2.0
THE EYE BY DoDoMo
Don Norman, Co-founder of Nielsen Norman Group and former VP, Apple
WHERE IS IT HAPPENING?
The developed world, where choice is abundant and consumers are overloaded with complex information.
BANK SIMPLE
APPLE iPHONE AND iPAD
HOW HAS IT BEEN DEVELOPING? Simple means giving people the tools to help focus on their priorities and understanding that these will differ between customers. It is most clearly seen in developments of technology products, but also used to shape creative thinking. Brands (particularly in the technology sector) are starting to provide clearly presented, easily digestible information to help make informed decisions. The trend for Simple is about manageable decisions; limited options and streamlining, and about ease of use; making form and function work together.
TWIFFICIENCY
Phase
Presented with a myriad of choices, consumers are suffering from choice fatigue. Spurred on by economic austerity people are making financially-led decisions to simplify and streamline their lives. The Simple trend is about intuitive interfaces and complex filters. It is not about ‘basic’.
PEEK
6
Brand Me
WHAT ARE THE SIGNS? FLATTR
WHUFFIE BANK
FARMVILLE TRACTOR SALES MYSPACE LAYOUTS HANGING OUT THE MAC STORE
WHAT IS IT?
The relationship one has with friends is about history and personal heritage, and about experiences, and in this online space ‘brand me’ or ‘brand us’ will become a relationship of friendship
UGC and social media have fuelled individual awareness of their power within a group – but this is creating anxiety about the self, particularly in the West with its focus on the individual. This anxiety and the mass of media messaging noise have resulted in renewed emphasis on Brand Me, which manifests in personalised social networking handles, peer review and social currency, and affiliation with like-minded brands.
BRAND TATTOOS
CLAUDIA ROGGE’S ‘HUMAN PATTERNS’ COLLEGE STUDENTS ‘ICING’ EACH OTHER BUILDABRAND.COM
as well as commercial transaction.
Alex Gordon, Semiotician and Canvas8 Thought Leader
WHERE IS THE TREND IN ITS LIFECYCLE?
Teens
WHERE IS IT HAPPENING?
Twentysomethings
Asia, Europe, South America, USA.
PEAK
Phase
WHO IS IT IMPACTING? Tweens
MYBRANDZ.COM
HOW HAS IT BEEN DEVELOPING? What began as the management of professional reputation online has spread to individuals’ social status. As brands become more human in their messaging, they too become part of the assets with which identities are defined. The introduction of geolocation services for smartphones has added another layer to this macrotrend, encouraging on-the-fly management of personal preferences and making a snapshot of user identity publicly available.
The Chinese spent
$5bn on virtual goods in 2009
d
2 billion
The Uk spent over $800 million
tweets
1billion tweets
a December 2009 May 2010
CONTENTS
since 2008
More than
320,000 .me names
have been registered, making it the fastest selling top level domain ever.
The average facebook user is connected to
Time
RELATED TRENDS
80 community pages, groups and events.
Social Participation
Codes of Conduct
Privacy & Control
Neo-tribalism
Mass Customisation
True Stories
7
Codes of Conduct WHAT IS IT?
There’s no doubt in my mind that kindness is the new currency,” she says. “As life becomes tougher, which I’m afraid it’s going to do, being generous to your fellow man will keep the world afloat.
The blurring of social boundaries between public and private; dishinhibition in online personas and more playful, open behaviour offline. With activity online increasingly recognised as part of a holistic self view (Blended Reality) rather than disjointed, people are improving their digital etiquette.
particularly Gen Y and Boomers
WHERE IS THE TREND IN ITS LIFECYCLE?
WHERE IS IT HAPPENING?
Gen Y are comfortable revealing personal thoughts, feelings and opinions online, but the increased presence of older generations on social networks has led to a rise in privacy concerns. People post visual proof of activity rather than statements of intent, negating the need for ‘shouty’ updates. Brand spaces are increasingly soft and familial and there’s a renewed respect for ‘proper’ manners. Being outspoken and opinionated is the new norm, but there’s a palpable awareness that rudeness can leave indelible traces on reputation.
in 2009
of people
75% of American
adults
Pinguin
32%
of people regret something they’ve posted online.
CONTENTS
think the population is getting less civilised.
STRONG GROWTH
Time
RELATED TRENDS
This rises to
classics book sales
59% have used the anonymity of the web to lash out at companies/brands.
Phase
Global, but more Westernised societies where social sharing is rife.
HOW HAS IT BEEN DEVELOPING?
23%
ONLINE GAMING ETIQUETTE ‘WE FEEL FINE’ PROJECT SEXTING TROLLING POST SECRET TOKYO METRO ‘DO IT AT HOME’ CAMPAIN SURGING POPULARITY OF HERITAGE BRANDS GERTRUDE AND ALICE’S HOMELIKE RETAIL SPACE IN SYDNEY PENGUIN CLASSICS SALES DDB’S GROWN-UP PLAYLAND FOR McDONALD’S PRINGLES TMI OVERSHARERS CAMPAIGN CHAT ROULETTE MEIN MAGAZINE
Eugenie Harvey, founder of WeAreWhatWeDo and 10:10
WHO IS IT IMPACTING? All users of the internet
WHAT ARE THE SIGNS?
out performed the book market, growing with DOUBLE DIGIT VOLUME.
iPhone users
54%
under 25s
Privacy & Control
Brand Me
Social Participation
Rising Social Conscience
Blended Reality
8
Informed Consumerism
WHAT ARE THE SIGNS? SMART ENERGY METERS PEER-TO-PEER INFORMATION SHARING DAYTUM
WHAT IS IT?
YELP
Those who participate in it despite reservations (Gen X and Gen Y)
TESCO FINDER APP
WHERE IS THE TREND IN ITS LIFECYCLE?
Phase
PEAK
What began as a way for businesses to show their eco credentials has set a new agenda for retail worldwide, with consumers wanting to know more about not only the products they’re buying but the brands they’re buying from. From packaging information in-store and product information online, more consumers are using their smartphones for updates on-the-go. Geolocation software enables smarter filtering for relevance and proximity. People turn to each other for product reviews – and trust in non-branded aggregators of information is building.
Time spreading with smartphones
RELATED TRENDS
Approximately
value their own research
over
a sales person’s advice
up from of shoppers abandoned
20%
45%
43% of Smartphone owners
s would be purchase ons altogether if coup n’t or discounts could be easily obtained.
Hyperlocalisation
Simple Interfaces
Slow
Natural Mindset
look at third-party or consumer reviews of a product while in-store (eMarketer)
2008
CONTENTS
TALES OF THING
FRITO LAY CHIP TRACKER
Globally – more economically and technologically developed nations.
40%
ECO INDEX
NUTRICATE RECEIPTS
WHERE IS IT HAPPENING?
HOW HAS IT BEEN DEVELOPING?
92% of consumers
STICKYBITS
TOKYO’S N BUILDING
Fabrizio Valente, Retail consultant, KikiLab
WHO IS IT IMPACTING? Those who believe in open information economy
SAFEWAY FOOD FLEX ZAPPOS SHOPSAVVY
Great experience is mostly about surprise. And that means that it’s more and more difficult, because customers are getting used to how brands and retailers work - reassured by real feedback, addressing real questions.
Research is accessible wherever, whenever and information is currency. Building great relationships means allowing people unfettered access to relevant brand information and relinquishing control over its use.
WHEREISMYMILKFROM
look for retailer or product coupons
Hyperawareness of Health
Rising Social Conscience
Mobile Living
9
True Stories
Natural Mindset
WHAT ARE THE SIGNS? BIOMIMICRY IN PRODUCT DESIGN GEOX ‘BREATHING’ BUILDING R&SIE ARCHITECTS TERRARIUM TREND
WHAT IS IT? A stringent avoidance of the artificial in all walks of life, seeking out experiences and products with a definitive, plausible origin (rooted in nature or science), searching for deeper meanings, being engaged at a higher level and compelled to act within boundaries of truthfulness and honesty.
DROP IN PLASTIC SURGERY ‘STRAIGHT EDGE’ YOUTH NATURAL & HOLISTIC HEALTH REMEDIES
Natural and additive-free have become part of the consumer’s health and wellness vocabulary, and we’re seeing growth in every category. The natural trend is here to stay.”
GLAMPING RFID AUTHENTICATION OF WINE NATURAL PET FOOD SERENDIPITY
David Jago, Director of innovation and insight, Mintel
WHO IS IT IMPACTING?
WHERE IS THE TREND IN ITS LIFECYCLE?
WHERE IS IT HAPPENING?
Asia, USA, UK as a backlash against ‘plastic’ culture.
HOW HAS IT BEEN DEVELOPING? Consumer choice and spend is being reassessed in light of pressure to ‘give back’, gain social kudos by living less consumptively and showing interest in cradle-to-cradle design concepts. People are reconsidering lifestyle staples in terms of genuineness and sustainability- from relationships with others to food, holidays, healthcare and the urban landscape.
Use of the words
pure
purely
grew from
to
5,705
3,013
purity on consumer food produts in the USA
CONTENTS
1
The number of
cosmetic surgery procedures decreased by
Phase
Everyone who is frustrated by transient, fake interactions and experiences
PEAK
Time
RELATED TRENDS
9%
Rising Social Conscience
Hyperawareness of Health
Informed Consumerism
Sustainable Capitalism
True Stories
2009
2008
2009
in the USA
Hyperlocalisation
10
Sustainable Capitalism WHAT IS IT? The creation of a business model that understands and respects the triple bottom line of people, planet and profit. It is about responsibility and longevity. Sustainable Capitalism’s watershed moment came in 2006 through Al Gore’s Oscar winning An Inconvenient Truth and was accelerated through the recent economic recession and people’s increasing desire to do something inherently good and right.
Doing good is good business. This is not about charity or altruism. This is about doing something that is effective and efficient.
WHAT ARE THE SIGNS? PUMA’S CLEVER LITTLE BAG UPS’S GPS REPROGRAMMING SLIM CHAMPAGNE BOTTLES STELLA ARTOIS’ BOTTLE REDESIGN MARKS & SPENCER EGG TRACKER FRITO-LAY CHIP TRACKER SUN CHIPS ECO PACKAGING THE WALMART SUSTAINABILITY INDEX CONSPIRACY FOR GOOD CHINA’S SUSTAINABLE ENERGY PROGRAMME SAINSBURY’S KEEPING BEES CHINA’S DONGTAN ECO-CITY KARMA CUP COLALIFE COOP WINE
Sir Martin Sorrell, chief executive officer of WPP Group
WHO IS IT IMPACTING?
WHERE IS THE TREND IN ITS LIFECYCLE?
WHERE IS IT HAPPENING?
Everyone - developed and developing nations alike.
HOW HAS IT BEEN DEVELOPING? The economic downturn has meant people now expect major multinationals to do what they as individuals can’t afford to make happen, and on a scale that they can’t achieve. Brands who have eschewed this responsibility are vilified. Brands no longer have full control over the information we have about them through advertising – thanks to the internet, both their good and bad behvaiours are made public. People are looking for businesses to demonstrate values, not just claim their alliances.
The Chinese government have laid out a
US$585bn
d plan to invest in low carbon technologies
CONTENTS
There are
6,172,8220
citizens of Hopenhagen def.
a movement set up around the 2009 COP 15 conference to unite nations with hope for policy change
2 35%
of consumers
Phase
Globally . STRONG GROWTH
Time
RELATED TRENDS
say they will spend more on “green” in the coming year Hyperlocalisation
Social Participation
Natural Mindset
True Reality
Rising Social Conscience
11
Hyperawareness of Health
WHAT ARE THE SIGNS? SOCIAL AND GAME-LIKE HEALTH AND WELLNESS APPS SENIORBRIDGE SKYPE VIDEO CONSULTATIONS FOR ELDERS
WHAT IS IT?
More has been learned about the underpinnings of disease in the past two-and-a-half years than in the entire history of man.
The popularity of organic consumption and holistic living, and attention to personal mental health has bolstered a refocus on the individual as monitor of their own daily wellbeing, fuelled by the increasingly mobile accessibility of health advice and less instant referral to ‘the system’. The obesity epidemic in the west and marginalisation of the elderly in society has led to a search for new health monitoring solutions integrated into daily living.
DOCTORS PROVIDING PERSONAL CARE PLANS BASED ON INDIVIDUAL DATA IMPLANTABLE ANTENNA FOR MONITORING IN-VIVO CHEMICAL REACTIONS 23ANDME BIOINFORMATICS.COM HEART ATTACK GRILL PATIENTSLIKEME.COM LE WHIF THISISWHYYOUREFAT.COM MAPPINESS THECARROT.COM
Eric Topol, TED speaker and Director, Scripps Translational Science Institute
WHO IS IT IMPACTING? Gen X
WHERE IS IT HAPPENING?
Smartphone users
Primarily the USA, UK.
HOW HAS IT BEEN DEVELOPING? Social fitness, weight loss and wellbeing apps which encourage on-the-fly management of increasingly personal bodily functions (sleep apnoea, ovulation). Further medicalisation of the beauty and food industries. Abundance of health messages in the media, and championing science as only trustworthy source. A reassessed, ‘human’, design of healthcare services.
STRONG GROWTH
Time
RELATED TRENDS
by 2015
21%
Phase
Boomers
WHERE IS THE TREND IN ITS LIFECYCLE?
60%
of Americans
of Smartphone owners
Slow
Natural Mindset
have downloaded a fitness-related app
will have electronic health records
CONTENTS
Informed Consumerism
Rising Social Conscience
12
Social Participation
CONSPIRACY FOR GOOD PICTURE THE IMPOSSIBLE GEOCACHING.COM ENCOUNTER NEEDLE IN A HAYSTACK
WHAT IS IT?
As we strive to move away from cookie-cutter sameness, individuals’ opinions, points of view, or unique thoughts can spark connection. We see it across all types of communities, whether grassroots or corporate-sponsored, virtual or rooted in physical space. The more eclectic and interesting, the more it thrives. Funny how an emphasis on “I” leads to a more coherent sense of we.
Mass social participation is embraced as the anecdote to information isolation and overload. Directly linked to Rising Social Conscience, we are seeing an important shift from a ‘me’ to a ‘we’ culture. Technology facilitates offline personal interaction rather than creates a barrier to it. Many of these meet ups help achieve broad social goals as well as giving a sense of personal gain.
DARPA RED BALLOON CHALLENGE CLIMATECAMP
Gen X as facilitators
STREETSPARK
BY/ASSOCIATION
THE BIG LUNCH
Europe, USA.
HOW HAS IT BEEN DEVELOPING?
GOOD GYM
ENABLED BY DESIGN CTRL.ALT.SHIFT A FEAST OF STRANGERS
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
Phase
WHERE IS IT HAPPENING?
NEIGHBORGOODS
SOCIAL INNOVATION CAMP
Patrice Martin, Author of Ideo Patterns’ ‘The ‘I’ in community’
WHO IS IT IMPACTING? Gen Y
WHAT ARE THE SIGNS?
Technology being harnessed to enable relationships, both in the physical and the virtual, and used to intelligently elicit chance encounters. Gen Y are enamoured with creating and taking part in mass particpation activities and use visual diaries to build social currency. Individuals from creative communities volunteering time to collate ideas and design tools for cohesive offline change.
81% of US Gen Y have volunteered in the past year
CONTENTS
4
The physical and virtual treasure hunt,
Encounter had
165,000
There are
MILLION 1.2 geocachers
70,000
Time
RELATED TRENDS
People who finished the New York marathon
36,856 vs 43,660 Rising Social Conscience
around the world
Sept 2010 2009 players across Eastern Europe
2005
Collaborative Living and Working
Codes of Conduct
2009 Blended Reality
Brand Me
Mobile Living
13
Hyperlocalisation
Attention Economy
WHAT ARE THE SIGNS? RIDER IN A RED COAT RED BULL BULLETIN DREAMING IN MONO NIKE TRUE CITY SHORT FORM E-ZINES GOOGLE ADSENSE READ IT LATER WIDGETS NY-Z ABSOLUT VODKA HERO108
WHAT IS IT? People are increasingly information and stimulus rich but as a consequence time and attention poor. Media can be accessed anywhere and in whatever form they want it. Irrelevant interruptions are unwelcome. Context is everything and time is people’s most precious commodity, shown in increasingly simultaneous use of multiple media channels and savouring of down-time.
Context + meaning = cultural value; without it brands turn onto the slip road called ‘irrelevance’ and park up against the sign marked ‘obsolescence’ without a petrol station in sight.
THE WONDERFACTORY ‘EUROSTAR’ SOMERS TOWN LIBERIA’S ANALOGUE NEWS SERVICE NEXT MEDIA’S NEWS CLIPS MINIMALISH SHORT ATTENTION SPAN PAINTINGS HOLLYWOOD’S EDITING FORMULA GUARDIAN ZEITGIEST
Alan Moore, Co-founder of SMLXL and Canvas8 Thought Leader
WHO IS IT IMPACTING? Gen X and Boomers find managing harder
WHERE IS IT HAPPENING?
Always connected societies in both East and West.
HOW HAS IT BEEN DEVELOPING? Fall in value of media requiring deep concentration, more awareness of the benefits of selective attention. Increasing awareness of the value of ‘my time’, more discerning attitudes towards brands competing for our attention. Transmedia storytelling introducing brands in a richer context with deeper levels of enagement and interaction. More affinity for relevant brands that are welcomed in.
k
Americans consume
100,000 words per day on average.
hours e 8.5B
Adults are exposed to screens (TVs, cellphones, computers, G.P.S. devices) for about
0 57%
PEAK
Time
RELATED TRENDS of the internet consumers media multitask using TV and internet simultaneously at home, on average for
Slow
True Stories
2 hours and 39 minutes each month.
That includes all words read, all words heard, etc.
on any given day.
CONTENTS
WHERE IS THE TREND IN ITS LIFECYCLE?
Phase
Anyone frequently using the web
Brand Me
Mobile Living
14
Rising Social Conscience
WHAT ARE THE SIGNS? GROWN BY US PEPSI REFRESH WHUFFIE BANK
LEAP ANYWHERE
WHAT IS IT?
CHASE COMMUNITY GIVING
Customers want to transact with companies that do the right thing and make responsible environmental choices.
Rising Social Conscience reflects the growing backlash against ‘greed culture’ coupled with a genuine desire to do something wholesome and to ‘give something back’. It has also been referred to as the moral reset. Transparency, fuelled by the immediacy of technology and the global reach of media has led to a more informed consumer and an affection for brands with morally defensible values that people want to identify themselves with.
MOBILE MOVEMENT GIVE A DAY GET A DISNEY DAY IFWERANTHEWORLD OBAMACLOCK CAUSEWORLD
Jo Fox, Deputy Director of the Bigger Picture for Sky Broadcasting
WHO IS IT IMPACTING?
WHERE IS THE TREND IN ITS LIFECYCLE?
WHERE IS IT HAPPENING?
developing world as suppliers of commodities
Globally .
HOW HAS IT BEEN DEVELOPING? Mass denunciation of bankers’ bonuses by government and media, growth in charitable actions and support of companies who uphold a moral code. A refocus on business and personal behaviour that fits a ‘we’ not ‘I’ mentality, increasing consideration of purpose as well as price in brand value. Rising appreciation of broadly ethical (not just environmental) practice, benchmarking of practices such as Fairtrade and consumers seeking products with goodness built in, not an add-on.
2
out of
3
14
in decided to take their custom elsewhere
people say
it is important
to buy from environmentally responsible companies
CONTENTS
if they felt a company’s ethical reputation was not up to scratch.
Phase
Western world as consumers
BP PR
STRONG GROWTH
Time
Consumers
RELATED TRENDS
who would switch to a brand associated with a ‘good cause’
66%
79%
The Pepsi Refresh voting application on Facebook HAS
70,882
Collaborative Living and Working
Sustainable Capitalism
Natural Mindset
Codes of Conduct
Hyperlocalisation
Informed Consumerism
Slow
Hyperawareness of Health
montly users
1993
2010
15
Mobile Living
WHAT ARE THE SIGNS? WORKING NOMAD HULU
iPLAYER
OBOPAY
FOURSQUARE
WHAT IS IT?
WHO IS IT IMPACTING? An estimated 73% of the global population
HOW HAS IT BEEN DEVELOPING? 3G has become mainstream with smartphone users. Improved network data speeds, changing attitudes to IP and improved multimedia capabilities on handsets have lead to a growth in always accessible media. Physical ownership will be replaced by the right to access. Consequent trends will be a desire for meaning in connection, focus and authenticity. The role of semantic data will also become increasingly important. People will look to filter and simplify.
WHERE IS IT HAPPENING?
Truly globally. Many parts of the developing world will go from no internet to mobile internet.
CONTENTS
GOWALLA
LAYAR AUGMENTED REALITY
The future of media will be information consumed on superphones while on the go.
MEGAHOUSE
PROCESSAWAY
MOBILE BANKING IN AFRICA SMSONE MEDIA
Rob Glaser, Chairman of RealNetworks
There are
5 billion active mobile
The Finnish SMS user base is
subscriptions
the global population is 6.8 billion
49%
of Kenya’s bank accounts
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
Phase
Mobile is changing the world in a way that the internet has not been able to. Mobile liberates people enabling them to make major decisions around living, education, work, communication and consumption. It enables people to be on the move, live anywhere and yet still be plugged in and perform effectively. This ‘always on’ mode of being offers greater flexibility and opportunity. This trend is being accelerated further by the emergence of smartphones, making it easier and more cost effective to connect to the internet than ever before. Distinctions between online and offline are disappearing, fast.
SPOTIFY MOBILE
THE HUB PAVILION
90% of the total population
Time
RELATED TRENDS
More SEND EMAIL MESSAGES
than
TALK Social Participation
are mobile
Simple Interfaces
Informed Consumerism
ON A FIXED LANDLINE WORLDWIDE Attention Economy
Collaborative Living and Working
Hyperlocalisation
16
Blended Reality
Hyperlocalisation
WHAT ARE THE SIGNS? KAREN MAGAZINE NEIGHBORGOODS GEOLOCATION GAMES RIDER IN A RED COAT SMSONE INDIA MILLAU VIADUCT SERVICE STATION
WHAT IS IT?
PICTURE THE IMPOSSIBLE
A focus on local community, local produce and local news - accessed online or off - and resulting new product development which caters to a niche community or region.
WHO IS IT IMPACTING? Those fazed by globalisation (and seeking to establish genuine connections)
Will that product work everywhere or is it about finding other localities that are appropriate twins because of similar conditions? Is it temperature, cultural practices, historical legacies or population that link with your own?
HIPPO SNACKS’ TWITTER DELIVERY NETWORK REGIONAL ACCENTS IN JAPANESE VENDING MACHINES KITKAT REGIONAL FLAVOURS MCDONALD’S ‘SWISS WEEKS’ USHAHIDI COURS EN VILLE TWITZIP GOOGLE FAVORITE PLACES
Sara Diamond, President of OCAD University, Ontario
WHERE IS THE TREND IN ITS LIFECYCLE?
HOW HAS IT BEEN DEVELOPING?
PEAK
Phase
Technology has become an enabler in making people reconnect with those close by - whether through services like NeighborGoods or location-based services. Media giants AOL, Google and CNN continue to invest heavily in local news networks, and Starbucks are working with Yahoo to launch their own community sites across the US. Recognising the appeal, brands such as Kit-Kat have started developing products for niche markets - and some have pretended to, coming under fire for ‘localwashing.’
Time
Aol’s local news network Patch
WHERE IS IT HAPPENING?
Most effective ways to engage local audience:
RELATED TRENDS
has just launched its
100 th SITE
69%
62%
59%
Global.
Collaborative Living and Working
and plans to launch
400 more
by December
local content on websites
print ads
events
source: Harris Interactive, 2010
CONTENTS
Informed Consumerism
Rising Social Conscience
Natural Mindset
Social Participation
Slow
17
Mobile Living
True Stories
WHAT ARE THE SIGNS? STEVE JOBS DIARY BP PR ON TWITTER TRANSMEDIA STORYTELLING NOSTALGIA ADS
WHAT IS IT?
BRANDING INDIVIDUAL CORN FLAKES
Stories engage us on a cultural, societal and physical level. We respond to stories because we’re wired to. It’s how we teach our children, it’s how we learn and it’s how we animate our desires so that others will comply. Stories – the good, the bad and the inconceivably stupid – are the imperfections in brands and their actions that make them believable, lovable and human.
The consumer search for brands demonstrating authenticity, transparency in behaviour, truthfulness and honesty in communications. Willing representation of the self through brands - building an extended image of the self as ‘good’ through interaction with good businesses. Increasingly well informed choices, more discerning and brand aware consumer groups, with big voices.
ZAPPOS ARTISAN BRANDS
WHERE IS THE TREND IN ITS LIFECYCLE?
environmentally conscious Boomers
WHERE IS IT HAPPENING?
US, UK, France. Contracted sense of ‘global’ means stories can be truly followed by everyone.
HOW HAS IT BEEN DEVELOPING?
Phase
brand aware Gen X
PEPSI REFRESH
Stephen Denny, Influence Strategist and founder of ‘Decision triggers’
WHO IS IT IMPACTING? Gen Y
M&S PENNY BAZAARS
STRONG GROWTH
Time
Corporate search for purpose. Increasing consumer led re-appropriation of what ‘good business’ means. Brands strive to communicate heritage as well as flexibility in providing dynamic solutions to broad social, environmental, ethical issues. The use of narrative, stories to create synergy on a human level, and impart a sense of trust and hopefulness.
In the UK
67%
of people between the ages of
18
and
24
are likely to read and act upon advertising that contains story-like information about the brand.
CONTENTS
of GDP
a
RELATED TRENDS
50% of 18-34 years olds
family-run business now accounts for
30%
long term trend
Informed Consumerism
Attention Economy
Neo-Tribalism
would take a pay cut to work for a socially responsible company Sustainable Capitalism
Brand Me
Slow
18
Natural Mindset
Privacy and Control
WHAT ARE THE SIGNS? PROLIFERATION OF THE ‘GLOBAL VILLAGE’ TRUSTED FILTERS PULL RATHER THAN PUSH FILTRATION (E.G. PILO) SIMPLIFICATION OF FACEBOOK SETTINGS
A heightened awareness of the importance of controlling private data, and companies’ access to that data. Application of stricter filters to management of our online presence and gearing towards invite-only social networks. At the same time, experimenting with inviting brands into private spaces.
WHO IS IT IMPACTING? Anyone who accesses the internet and consumes news (Gen X, GenY, Boomers)
We find that both frequency and type of Facebook use as well as internet skill are correlated with making modifications to privacy settings. In contrast, we observe few gender differences in how young adults approach their Facebook privacy settings, which is notable given that gender differences exist in so many other domains online.
Globally.
HOW HAS IT BEEN DEVELOPING?
The revelation that youth are not apathetic towards privacy settings, they very much demand to be kept informed about what they’re sharing. The most skilled internet users are the most frequent privacy control managers. Widespread unease about a ‘big brother’ society, particularly in the UK after New Labour government. Language around coding and privacy is becoming easier to understand and privacy settings will no longer be set as a default. Understanding that different facets of people’s identity require different sharing settings in social networks.
More than
81%
of users of social networks
allow anyone within their network to see their recent activity
half
of smartphone owners are worried about a loss of privacy as a result of geotagging
71%
53%
of 18-29 years olds
of frequent Facebook users aged 18-19 changed their settings 4 OR MORE TIMES
BLIPPY
BRANDED HOTEL ROOMS
GECKO MINI BARS
HOUSE PARTY
WHERE IS THE TREND IN ITS LIFECYCLE?
EARLY GROWTH
Time
RELATED TRENDS
as opposed to
26%
limit what they share online in order to project their ideal identity 2009-10
CONTENTS
HACKERS ON PLANET EARTH CONFERENCES
Danah Boyd, Specialist in online communities, Microsoft and Yahoo
WHERE IS IT HAPPENING?
ICANSTALKU.COM
GOOGLE DASHBOARD
Phase
WHAT IS IT?
across the same period in 2008-9
Simple Interfaces
Blended Reality
Codes of Conduct
Brand Me
Mass Customisation
19
Neo-tribalism
WHAT ARE THE SIGNS? MOVEMENT SUCH AS FIXED GEAR DUBSTEP VICE NEW FOLK THE OBAMA INAUGURATION FACEBOOK DIRECT PHOTO UPLOAD BBM ORANGE ROCKCORPS
WHAT IS IT? Youth apathy breeds from irrelevance, nothing else.
Talking tribes is antiquated. Neo-tribalism now exists, where groups are cemented – not through beliefs, values and rebellion– but through appearance and form, and the accessibility of connections and knowledge. An always connected, opportunistic generation with little strife to fight back against are shaping their reputations according to information, connections and entrepreneurial spirit.
Teens
Twentysomethings finding their identities
WHERE IS IT HAPPENING? Mainly UK, USA, Australia.
Y
70%
WHERE IS THE TREND IN ITS LIFECYCLE?
HOW HAS IT BEEN DEVELOPING? Although belonging is still important, it’s the championing of individuality by earlier age group that is interesting. We’re seeing teens break away from a reliance on their pack and embracing new groups, ideas, identities to build a fluid, multifaceted ‘Brand Me’. The sense of entitlement is strong; risk taking is encouraged not feared and so job-hopping is becoming more common – meaning Gen-Yers are always on the ball and open to new opportunities. With the savviness of this generation comes a strong desire for control over their ‘assets’ – hyperawareness of privacy and copyright are now common.
When asked to select words to describe how they feel about the future, eight in 10 Gen Ys olds selected
81%
18 months
‘WE FEEL FINE’
Ruby Pseudo, Gen Y trends consultant
of American high-schoolers
job hop every
STATE FARM BANKING
hopeful
Phase
WHO IS IT IMPACTING?
‘BLANK SLATE’ CLOTHING BRANDS SUCH AS UNIQLO AND AMERICAN APPAREL
STRONG GROWTH
Time
RELATED TRENDS
two-thirds chose
65% optimistic
East/West
Brand Me
True Stories
plan to start up their own companies
CONTENTS
20
Collaborative Living and Working
WHAT ARE THE SIGNS? CARTICIPATION RIDE-SHARING APP GLONET CONFERENCE AT FUTUREEVERYTHING MEGAHOUSE THIRD DOOR
WHAT IS IT?
WHO IS IT IMPACTING? Busy, urban dwelling technology lovers
HOW HAS IT BEEN DEVELOPING? Public spaces - particularly in cities - have been evolving to respond to the desire to interact and work together, often with strangers. The number of communal residences has increased, and the gated community model has spread outside of the US to Turkey and Eastern Europe. There’s been a renewed emphasis on public working and community spaces - particularly libraries, which have seen a spate of high end renovation globally - and growing numbers of individuals now host private dining clubs. Parallel industries are increasingly working in tandem - advertising with Coupled with this, online behaviour encouraging the focus on community crowdsourcing shows no sign of slowing, and recent months have seen an increase in crowdfunding sites, particularly for social projects. Video conferencing and calling tools are increasing in sophistication to allow globally connected remote working.
WHERE IS IT HAPPENING? Global.
Global urban population is projected to hit
for the first time in 2009
69%
just over 50%
the number of people globally living in
CROWDSPRING
RISE OF OPEN SOURCE DESIGNLIBRARY ISTAMBUL HUB WORKING
Daniela Krautsack, Founder of Cows in Jackets and city branding expert
WHERE IS THE TREND IN ITS LIFECYCLE?
STRONG GROWTH
Time
urban environments surpassed
the rural population. 2010
2050
RELATED TRENDS
64%
of US cohousers
share 2-5 meals a week
26% share 1 a week source: Cohousing Association Census, 2008
CONTENTS
TABLOID TOKYO
A role model of how communities work most efficiently lies in the South of Europe. Where the city doesn’t act, local communities react. By living, working and interacting within communities, people help each other and thereby enhance the sociological urban development.
Phase
Closely linked to the hyperlocal trend; bustling fragmented cities spilling out into niche community groups, working closer together and sharing space. Spurred on by the Gen Y work ethic (awareness of Brand Me, jobhopping), and collaborative working online (eg crowdsourcing).
STARBUCKS IDEA GENERATION
8%
2%
share1-3 share a month all meals
Hyperlocalisation
East/West
Mobile Living
Rising Social Conscience
Social Participation
Blended Reality
21
Slow
WHAT ARE THE SIGNS? CALM DRINKS NPD ‘I DO NOT WORK’ TRAVEL ‘PROCUMERS’ DAWDLR A FEAST OF CONVERSATION
WHAT IS IT? A well-established backlash to the overload of information. The trend serves people’s desire to invest time in the things that matter to them, and has created a polarisation in behaviour as people divide their time between functionality and richness of experience.
BY/ASSOCIATION
We are no longer nourished but consumed by what we’ve created... I see people in retreat as much as they are in advance now they have all this information.
WEB 2.0 SUICIDE MACHINE ARNADOTTIR CLOCK THE INTERNET OF THINGS HOTMAIL’S ‘THE NEW BUSY’
Sherry Turkle, author and academic at MIT
WHO IS IT IMPACTING? WHERE IS THE TREND IN ITS LIFECYCLE?
Everywhere in the developed, connected world.
HOW HAS IT BEEN DEVELOPING? The Slow macrotrend has trickled into almost every aspect of popular culture: architecture, food, design, travel, news and, most recently, social networking, as people seek to counteract faceless online exchanges with meaningful experiences.
Phase
WHERE IS IT HAPPENING?
Everyone in developed nations where pressure to ‘know more’ is high
PLATEAU
Time
The average
1
American consumes 34 gigabytes of data
every single day
70%
RELATED TRENDS people unfriended total
1,176,563
289,137
find the amount of information available to be “overwhelming” source: Nielsen
CONTENTS
WEB 2.0 SUICIDE MACHINE
April 2010 August 2010
Simple Interfaces
Hyperlocalisation
Hyperawareness of Health
Informed Consumerism
True Stories
Social Participation
Rising Social Conscience
Mass Customisation
22
East/West
WHAT ARE THE SIGNS? HUMAN FLESH SEARCH ENGINES COMMUNITY LIVING VIRTUAL GOODS SALES IN ASIA SOLO YOUTH IN KOREA
WHAT IS IT?
THE RISE OF COSPLAY IN THE WEST
The Easternisation of Western culture, and vice versa, caused by shifting community dynamics on and offline. The traditionally Eastern focus on the group and Western focus on the individual are merging, driven largely by social networking and online behaviour.
WHO IS IT IMPACTING? Web users participating in online social activity
WHERE IS THE TREND IN ITS LIFECYCLE?
holds the GUINNESS WORLD RECORD for the biggest number of videos game character coplayers in one place
376
EARLY GROWTH
Time
RELATED TRENDS
The UK
CONTENTS
BERLIN’S COMMUNITY BOOKCASE BERLIN
Phase
China, home to the ‘human flesh search engine’, was also responsible for a $5bn virtual goods spend in 2009: money spent on customising avatars and tweaking Brand Me. In the West, online group interactions, such as crowdsourcing, and a renewed emphasis on local and community projects, have seen awareness of the collective trickle into mainstream consciousness. On a micro scale, the ‘Otaku’ mindset continues to grow as cosplay and anime culture gain more of a mainstream foothold outside of Asia: the BBC’s documentary on Manx schoolgirl Beckii Cruel aired in the UK in August 2010.
Asia, US, Europe.
BECKII CRUEL K-POP IN THE US
Alex Gordon, Semiotician and Canvas8 Thought Leader
HOW HAS IT BEEN DEVELOPING?
WHERE IS IT HAPPENING?
ANDROGYNOUS AESTHETICS
There is every indication that the divisions between the two worlds are eroding and that there is a borrowing of the benefits of the dangers and benefits of both, which is increasingly a vpart of the younger generation’s identity. It’s still embryonic, managed largely by the connection to online and offline communities, or through international networking sites.
videos
Beckii Cruel’s CHANNEL
Brand Me
has had
Collaborative Living and Working
Neo-tribalism
14,345,273 views to date
23
Blended Reality
WHAT ARE THE SIGNS? LEVEL 26 LAST CALL QR CODES ‘WE FEEL FINE’ PROJECT RFID TAGS
Online and offline worlds are no longer separate entities. People have multiple experiences in reality and virtuality, switching between the two seamlessly, and choose to do so because it enhances their overall experience.
WHO IS IT IMPACTING?
Geolocation services add further layers of texture, and a wave of transmedia experiences are appearing to cater to this new mode of being. Time-shifting technology has enabled people to watch on demand and go back to content to follow more complex plotlines and find hidden rabbit holes they may have missed on first viewing. This, in tandem with a desire amongst people to go deeper, to feel empowered and experience more has led to an evolution in interactivity.
spent using
3 H Internet
TV
in the home
9.8%
grew between in Q1 2010
CONTENTS
to 3 hours and 41 minutes per month (from 3 hrs 30 mins)
RIDER IN A RED COAT DREAMING IN MONO PICTURE THE IMPOSSIBLE
WHERE IS THE TREND IN ITS LIFECYCLE?
HOW HAS IT BEEN DEVELOPING?
simultaneously
INTERNET OF THINGS
Alan Moore, Co-founder of SMLXL and Canvas8 Thought Leader
Anyone with an internet connection
The average time
INLINE RETAIL
AUGMENTED REALITY
Personally I hate the word digital, it says to me ‘machines that are not part our DNA’. As a consequence many think ‘digital’ strips us of our very souls, or that digital is not of us, and that digital does not live in our analog world. Therefore digital becomes but another straight-line component, another silo in the silos of corporate culture and consumer life.
0
WHERE IS IT HAPPENING?
Phase
WHAT IS IT?
POKEN
K-MART E-REVIEWS IN-STORE
PLATEAU
Throughout the developed world, where the web is considered a basic human right.
The number of people who are TIMESHIFTING
to 94 million
Time
RELATED TRENDS
has grown
18%
Mobile Living
2009
Informed Consumerism
Simple Interfaces
Collaborative Living and Working
Privacy & Control
2010
with the average user now timeshifting
9 hours and 36 minutes per month.
Nielsen, 2010
Codes of Conduct
24
Post its Digital Gender Divide Women are ‘compulsive sharers’ and have deep relationships with the web as the facilitator of connections. Men are carrying their ‘every man for himself’ attitudes into the online space, adeptly moving between large numbers of sites, filtering for that which will improve their social standing. Many of the most successful viral pieces of branded content online are humorous videos created for men - even though women enjoy funny content and are more inclined to share. Targeting women online can be complex, requiring longterm reciprocal relationship building, but represents a significant branding opportunity.
such as Anthropologie, WeSC and J.Crew. Doing so provides shoppers with permission to spend by establishing an emotional link at point of purchase. pink or ignoring them altogether. See Dea Latis, Barbie Computer Engineer, Lady Geek TV, Ada Lovelace Day, Alyssa Milano’s Touch clothing line and dubstep artists such as Cooly G and Ikonika.
Public and Private Public and private spaces are blurring. Truly private space is getting smaller (see capsule hotels), people are increasingly sharing living space. Public space, including branded space is increasingly made to look private – cat cafes in Japan, ‘Do it at home’ Tokyo Metro campaign and homely retail environments Enterprise Everywhere One of the positive spin-offs from the recession has been the improved sense of such as Anthropologie, WeSC and J.Crew. Doing so provides shoppers with resourcefulness demonstrated by people the world over. We have seen a trend permission to spend by establishing an emotional link at point of purchase. for philanthropic donations of time and skills from those in creative industries, with a focus on generation of ideas that require less and stretch further. At Redefining Luxury the same time the emergence of a more discerning, questioning mindframe Where high-end meets the Attention Economy. The definition of luxury is in business actions and a renewed focus on the basics of health, happiness shifting from goods to services: luxury is no longer about ‘expensive’ because and community. The creative community are championing developing nations, the concept of the components of value have changed, and people’s time is for their knack of producing killer solutions, and the enterprising Gen Y spirit their most valuable asset. As a result, luxury will first and foremost involve an indulgence of time beyond the norm, and growing numbers of luxury brands are (specifically Neo-tribes). launching spas, hotels and restaurants with impeccably-curated experiences to satisfy a new generation of luxury consumers. Hard Candy Not tomboys, not girly girls... but somewhere in between. In spite of fierce debate, certain products – namely tech, sports and beer – are still marketed to We Are All Media a male demographic, or else ‘repositioned’ for a female audience. Marketers are Everyone’s an influencer, with lots of social network friends. People (as part of the starting to realise they need to approach women with a more faceted, subtle Brand Me trend) are getting savvy about how to put this influence to use for profit approach to messaging, rather than just daubing everything with Public and or social good - examples range from Dancin’ Brandin’, Roomservice magazine, the Private Public and private spaces are blurring. Truly private space is getting ‘Bored At Work’ media channel to Facebook’s ‘Like’ button. smaller (see capsule hotels), people are increasingly sharing living space. Public space, including branded space is increasingly made to look private – cat cafes in Japan, ‘Do it at home’ Tokyo Metro campaign and homely retail environments
CONTENTS
25
Explore Stats M. Schreier, ‘The Value Increment of Mass Customized Products: An Empirical Assessment’, Journal of Consumer Behavior, 2006 Mass-customisation.blogs.com Independent.co.uk
Reading Why mass customisation isn’t mainstream Letting Consumers Design Their Own Experiences: Case for the Mass Customization Model 24 co-creation companies invade Facebook ’Custom’ is customary
Sources Businessweek.com
Reading Hulu rumoured to go public, valued at 2 million Flip Camera Still Thriving Despite Apple Assault The Good Enough Revolution: When Cheap and Simple is Just Fine Donald Norman, ‘Living with complexity: why complexity is necessary’ (Chapter 1)
Sources edition.cnn.com virtualgoodsnews.com royal.pingdom.com news.bbc.co.uk Facebook statistics
Reading Pew Research: Reputation Management and Social Media California looks to outlaw online impersonation The Razorfish Digital Brand Experience Report 2009 The 30 standard Facebook Profile Photo styles Brand or Die. The downfall of the institution and the rise of the personal brand
Sources biss.bissdigital.com rasmussenreports.com thebookseller.com retrevo.com
Reading Consumers love underdogs The Feelgood Factor: The Kindness Offensive
Mass Customisation
Simple Interfaces
Brand Me
Codes of Conduct
CONTENTS
26
Explore Sources utalkmarketing.com retailerdaily.com marketingwithnewtechnology.wordpress.com
Reading What does it mean to you, when Google says ‘Mobile First’? Living and Learning with New Media: Summary of Findings from the Digital Youth Project
Sources npicenter.com guardian.co.uk
Reading Exploring expectations beyond natural and organic The rising demand for ‘natural’ soft drinks Mintel Predicts 2010 Global Beauty Trends Marketers such as Starbucks discover that simple sells Boomers vs millenials and the drugs that define us
Sources blogs.accaglobal.com hopenhagen.org wpp.com
Reading Is the Blue planet truly going green? 2010 Green brands survey – What do Green consumers want? The Eden Project The Ethical Consumer
Sources mobihealthnews.com networkworld.com
Reading IFTF Health and Health Care 2020 Signals & Forecasts Map Acceptability of a Personally Controlled Health Record in a Community-Based Setting Brain Health complex metaphorically built as left-brain and right-brain PSFK presents the ‘Future of Health’ Socialising Truman
Informed Consumerism
Natural Mindset
Sustainable Capitalism
Hyperawareness of Health
CONTENTS
27
Explore Sources premisemarketing.com geocaching.com en.cx london-marathon.co.uk
Reading ctrlaltshift.co.uk conspiracyforgood.com streetspark.com
Sources blog.nielsen.com
Reading Is Google Making Us Stupid? Kevin Kelly on the next 5,000 days of the web Understanding the Youth Attention Economy’
Sources carbontrust.co.uk coneinc.com Facebook Pepsi Refresh page
Reading Pepsi Refresh Project Launches $1.3 Million “Do Good for the Gulf” Initiative Reputation RX Corporate Responsibility Report www.climateculture.com Ethical Marketing and the New Consumer
Sources engadget.com communities-dominate.blogs.com
Reading What does it mean to you, when Google says ‘Mobile First’? Text messaging has twice the users of email, twice the size of television’ 2009 AdMob metrics report Yahoo! banks on mobile devices for future growth
Social Participation
Attention Economy
Rising Social Conscience
Mobile Living
CONTENTS
28
Explore Sources techcrunch.com mediapost.com
Reading Buddy Media Corporate Brand Manager Poll The rise of Hyperlocalism Creative communities. People inventing sustainable ways of living In DeHood, a social network for the neighborhood Reports of Designing the Hybrid City
Sources aranetonline.com efinancialnews.com brandweek.com
Reading Consumers’ willingness to knowingly purchase counterfeit products Why Do Brand Stories Work? The Societal, Cultural and Physical Reasons why Survey Says Americans Respond to Online Advertising that Tells a Story Story is more powerful than the brand, best story wins
Sources webpronews.com itpro.co.uk pewinternet.org readwriteweb.com
Reading Facebook Privacy Settings: Who Cares? Webroot survey 2010 Study Reveals 75 %of Individuals Use Same Password for Social Networking and Email Russian Hackers threaten the world
Sources businessweek.com online.wsj.com marketingcharts.com
Reading Pew Internet: Reputation Management and Social Media Cone Inc. and AMP Insights, 2010 rubypseudochatchat.blogspot.com
Hyperlocalisation
True Stories
Privacy & Control
Neo-tribalism
CONTENTS
29
Explore Sources esa.un.org cohousing.org
Reading A modern answer to the Commune Diggers and Dreamer’s guide to communal living in Britain 7 ways to have more by owning less Reports of Designing the Hybrid City
Sources hmi.ucsd.edu suicidemachine.org
Reading The Attention Economy: An Overview Investors Business Daily. ‘So, that explains the headache’ slowdesign.org The Anti–Red Bull: A Drink to Calm You Down Sherry Turkle on the BBC (Digital Revolution Rushes Sequence)
Sources community.guinnessworldrecords.com youtube.com
Reading In a virtual world, China’s consumers beat the US ‘Britney Spears appears on Pop Magazine cover with manga styling’ Beckii Cruel: Isle of Man schoolgirl is anime star China’s Cyberposse
Sources blog.nielsen.com
Reading ‘Solar Powered Augmented Contact Lenses Cover Your Eye with 100s of LEDs’ Nielsen 3 screen report Q1 2010
Collaborative Living and Working
Slow
East/West
Blended Reality
CONTENTS
30
About Canvas8
Canvas8 works with brands and agencies to help them better understand their audience’s mindset, identify evolving cultural trends and combine people insights with commercial application. We mine a rich seam of intelligence from our network of industry insiders and globally recognised Thought Leaders, supplemented by our team of rockstar academics.
WHAT WE DO We provide a range of services from a subscription to our desktop resource to detailed trend briefings, reports, presentations and workshops. If you would like to find out more about any of Canvas8’s TABS, whether in the form of an inspiring presentation or bespoke report, or find out what else we can do, please contact our Head of Sales and Marketing Oliver Chubb (Olly@canvas8.com).
Our research is used to inform strategy, inspire product development, develop CSR, and underpin marketing and communications. In the case of the latter it helps ensure consistency of message and ensures common understanding between client and agency. We’ve been fortunate enough to work with the likes of Nokia, Coca-Cola, The Post Office, Ford and Channel 4 as well as numerous leading agencies including AMV, Engine, Mother, Naked Connumications and Universal McCann.
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