ROSIE BARR N0569443
T H E AT T E N T I O N ECONOMY
01
Strategic and Creative Solutions
Future Thinking
FMBR30001
3,183 words
Trend Report
“AT T E N T I O N I S THE RAREST AND PUREST FORM OF G E N E R O S I T Y.” Simone Weil, from an April 13, 1943 letter to friend and poet Joë Bousquet
TA B L E O F CONTENTS
01 03 05 07 09
Aim and Methodology
What is the Attention Economy? Definition and evolution
Trend Consequences The brain drain, post-truth economy and mindfulness through mindlessness
Future Focus
References And list of illustrations
02 04 06 08 10
Introduction
Trend Drivers The anxious consumer, persuasive technology and behavioural addiction
Brand Responses Focus targeting, quick-glance design, fostering mindwandering and back to basics
Conclusion
Bibliography Books, articles and additional sources
01 AIM AND ME THODOLOGY T H I S R E P O R T W I L L E X P LO R E A N D R I G O R O U S LY A N A LY S E C U R R E N T M A C R O T R E N D : T H E AT T E N T I O N E CO N O M Y. The trend’s influence on consumer behaviour and a variation of brand responses to this cultural shift will highlight subsequent micro trends, allowing a reflection on the future of the Attention Economy and its impact on society as a whole. In order to conduct a balanced report and critically explore the theme of attention scarcity, a variety of secondary sources have been critically reviewed. Reports from market researchers and trend forecasters LSN Global, TrendOne and WGSN have complimented news articles, academic articles and press packs; as well as thought provoking videos and podcasts.
02 INTRODUCTION A recent study found that, on average, US adults spent 10 hours and 39 minutes each day consuming media in 2016 (Casey, 2017). In the 24/7 news cycle within which modern day consumers are confined, attention is a scarce resource that brands are fighting to capture. However, in a tide of continual stimuli, has the ability to focus been lost? This report intends to explore and examine the impact of the Attention Economy on contemporary consumers. The definition and evolution of the macro trend will initially be considered; from prominent early nineteenth century psychologists’ studies on the mental process of attention, to the development of attention as a commodity and currency of twenty-first century life. The identification of key trend drivers will follow, including: the Anxious Consumer, Persuasive Technology and Behavioural Addiction. These drivers will feed a discussion into the consequences of the Attention Economy on consumer behaviour and modern culture, delving into the Brain Drain, Post-Truth Economy and Mindfulness Through Mindlessness. Finally deliberating creative brand responses to the scarcity of consumer attention, from focus targeting to fostering mind-wandering, will allow an informed appreciation into the future of the trend.
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W H AT I S T H E AT T E N T I O N ECONOMY? Definition Attention: The mental faculty of considering or taking notice
human attention as a commodity in short supply. As informa-
of someone or something (Oxford Dictionary, 2017)
tion has become increasingly abundant and available, human
Economy: Careful management of available resources (Oxford
attention has become the limiting factor in the consumption
Dictionary, 2017)
of this content; as perfectly summed up by Matthew Crawford, “Attention is a resource - a person has only so much of it.”
Although independent definitions of these words seem to
(Crawford, 2015)
have no obvious connection, the term ‘Attention Economy’ is becoming increasingly recognised today - although it has
The Attention Economy may not simply refer to the mindless
been known in business for much longer. In the past 200
consumption of this content but the act of engagement. As
years resource scarcity has changed in focus from land to
far back as 2001, Thomas H. Davenport and J.C. Beck defined
labour to knowledge to attention (Future Laboratory, 2017).
this concept of attention as focused mental engagement on a particular item of information which comes into our aware-
Attention economics is an approach to the management of
ness, “we attend to a particular item, and then we decide
information, in an age of ‘information pollution’, that treats
whether to act.”
Evolution In their research, Thomas H. Davenport and J.C. Beck addressed the issue that although a large body of literature on attention already existed in the fields of psychology and physiology, there was very little development in the systematic understanding of attention in the context of business. Prominent early nineteenth century psychologists such as O.S. Munsell devoted significant time to studying the mental process of attention; the experiments first focussed on sound, before moving to visual attention (Davenport & Beck, 2001). Although undertaken in 2001, this research continues relevant today and extraordinarily applicable to the modern digital age.
In 2017, attention is now one of the most important currencies in modern day life. The increase in information pollution has resulted in consumers every day lives being bombarded with different images and stimulations; in order to avoid being completely overwhelmed, the consumer prioritises impressions in real time and filters what is relevant. This is the challenge for those who want to be heard. This is the battle for attention. This is the Attention Economy (TrendOne, 2017).
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TREND DRIVERS In order to gain a thorough understanding
many feel they cannot disconnect (Future
of the Attention Economy it is impera-
Laboratory, 2017). Countless studies on the
tive to identify the key drivers behind this
impacts of social media have shown that
This anxiety is not limited to internal issues
macro trend, thus provoking a thoughtful
regular use leads to feelings of anxiety,
but also societal. Recent history has seen
and considered prediction on how it could
isolation, low self-esteem and poor sleep
unexpected outcomes in elections and
further evolve in the future.
patterns. These studies have also shown
referendums, economic instability and
that as social media streams are endless -
immigration concerns. Feelings of unease
someone, somewhere, is posting pictures,
and distrust toward the government and
A key driver of the trend is the rise of gen-
comments or messages - a condition psy-
global corporations have grown among
eral anxiety amongst consumers about the
chologists refer to as “decision paralysis”
consumers, particularly millennials. The
state of the world, causing users to want to
has grown in numbers and frequency. The
result of receiving this information at a
‘switch off’. In the age of social media and
options out there are simply too abundant
pace they are unable to digest, is a lack
behavioural addiction, consumers live in
for the human brain to deal with (Street-
of trust and the loss of attention (Pillot de
a constant 24 hour news cycle from which
Porter, 2016) and so consumers become
Chenecy, 2017).
The Anxious Consumer
less able to deal with them effectively.
Persuasive Technology Desperate to escape the current political climate, more and more users are choosing to switch off and focus on mindfulness, subsequently fuelling the booming wellness industry (BBC, 2015). Co-Founder and Editor-in-Chief of The Huffington Post, Arianna Huffington, cited experts in her book ‘The Sleep Revolution’ who say that there should be a “no screens” rule in the bedroom and social media should not be used in the hour before lights-out, in order to take back control of our lives by focusing on the importance that a good quality sleep has on our health (Huffington, 2016). The question, however, is whether ‘switching off’ is really possible. In 2016, nearly 900 billion hours were spent using apps worldwide - an increase of over 150 billion from 2015 (AppAnnie, 2016), apps are designed to encourage repeat visits. Digital marketeers keep consumers coming back for more with tactics such as a simple interface and carefully considered design cues; for example when apps such as TimeHop and Spotify offer your past social media posts or their ‘Time Capsule’ feature, they are triggering an emotional response which is addictive to the user (Reynolds, 2017).
Behavioural Addiction The addictive nature of digital information technologies and their effect on human attention is evident in the parallels between Las Vegas machine gambling and the intensified forms of consumption that computer-based technologies enable as discussed in Natasha Dow Schüll’s book ‘Addiction by Design’. Schüll analyses the innovations that deliberately enhance and sustain the ‘zone’ which gamblers long for, describing the experience as “the same as in Candy Crush. It’s about looping people into these flows of incentive and reward. Every consumer interface is becoming like a slot machine” (Schüll, 2014). The argument has received a lot of attention for its research linking technology and addiction; as a respected associate professor, Schüll’s argument was cited in a New York Times article on the “Network Effect” and social media obsession to inspire market forces to explore more varied designs and user interfaces in their sites and apps (Singer, 2015). In spite of all this, why should brands care if consumers are addicted to their apps or sites? Is that not the optimum result? The trend consequences of the Attention Economy suggest not.
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TREND CONSEQUENCES
Unavoidable consequences of the Attention Economy and distraction epidemic affect us all, these consequences have led to additional micro trends such as the brain drain, post-truth economy and the rise of mindfulness.
The Brain Drain The spread of undesirable information can have a detrimental effect on human activities; as early as 2009, Jasper Doomen penned research on the matter in his Journal of Information Ethics, he found that this information inflation was having negative effects on the human learning process. He largely blamed this on the internet (Doomen, 2009), a sentiment more recently confirmed by a new study at the University of Texas which found that a person’s cognitive capacity is significantly reduced when their smartphone is in reach - even if it’s off - which they referred to as the “brain drain” (Ward et el, 2017). Increasing use of smartphone technology has resulted in consumers constantly having a device on which to waste valuable attention. Overloading ones limited attention bandwidth provokes all sorts of difficulties, for example when you are already busy you have less spare attention to focus on making wise decisions about how to use your time and so end up even busier (World Bank Group, 2015). Moreover, this ‘busyness’ is also a result of the decline of the average attention span, which has fallen from 12 seconds to 8 seconds in the last 15 years - possibly due to the increasing demands on an average adults daily attention (MacMaster, 2016).
Post-Truth Economy The continuous and scarce attention resource cycle
than simply disturbing us in the short-term, clickbait’s
has created a significant challenge for those who
long-term effects have led to the demise of the middle
wish to be heard. Out of the fight for our attention
ground in politics - controversial headlines encourage
has emerged a phenomena referred to as click-bait:
extremist views.
internet content whose main purpose is to “attract attention and encourage visitors to click on a link to
Clay Shirky, associate professor at the Arthur L Carter
a particular web page” (Oxford Dictionary, 2017). As a
Journalism Institute at New York University believes
term, clickbait evokes distinctly negative connotations
that humans are suffering from ‘filter failure’ where the
due to the hyperbolic statements it induces; media
mind loses the capacity to distinguish between useless
and news outlets exist in a race for clicks which reward
and irrelevant information (Shirky, 2008), however,
the extreme, controversial headlines over the erudite
consumer awareness of clickbait is evident in the
and considered (McDonald, 2016).
365% rise in use of the term “fake news” in 2017 (BBC, 2017). Although this term has become synonymous
The focus on cost-per-impression news has argu-
with statements from US President Donald Trump due
ably created a political discourse, with controversial
to his rails against the media, fact-checking organisa-
headlines shaping public opinions and thus the es-
tion PolitiFact found that of 340 statements made by
sence of political debate. Nine Dots Prize winner and
Trump during the US elections 70% were mostly or
recipient of Google’s Founders’ Award, James Williams
completely false and just 4% were completely true
makes the case that this is more than just distraction
(PolitiFact, 2017). These factors have all contributed to
or addiction, but arguably the “defining moral and
the emergence of ‘post-truth’ culture and lack of trust
political challenge of our time” (Williams, 2017). More
within society.
Mindfulness Through Mindlessness Without the ability to distinguish what is fake and what is true, the post-truth economy has created a consumer desire to focus their eroding attention elsewhere. A study by Time Well Spent, which tracked user happiness versus time spent on a particular app, found a strong correlation between time spent on social media and user unhappiness - suggesting a happiness time limit. Facebook (arguably the home of fake news) was found to be at the top of the list (Future Laboratory, 2017). The desire to switch off from digital media and focus on happiness has consequently given rise to the wellbeing micro trend. Health and wellbeing has been an ongoing micro trend over recent years, however it has begun to evolve from solely working on the body, to tackling focus deficit by nurturing the mind (Future Laboratory, 2017). The idea of developing mindfulness by embracing mindlessness has grown in attention in both the health and wellbeing industry and psychology field. University of Auckland psychology professor, Michael Corballis, advocates the trend by suggesting that in adapting to a complex world, consumers need to “escape the here and now to consider possible futures, mull over past mistakes and understand how other people’s minds work” (Corballis, 2015). By learning how to switch off and ‘do nothing’, the attention deficit may be resisted.
Ready Race Runners Pop-Up Trend Hunter, 2017
Cognitive Automotive by Start-Up ‘Comma’ Trend Hunter, 2017
BRAND RESPONSES As technology continues to make consum-
exploiting their data, driving them to dis-
ers unhappy and unable to focus, yet they
traction or madness, or having this negative
are seemingly not able to switch off from
effect on well-being?” (Lyonnais, 2017).
BRAND RESPONSES Focus Targeting: Wellness their devices, what can brands do combat
the consequences of the Attention Econo-
In response, brands are creating wellness
my?
offerings that aim to tackle the focus deficit, for the body and the mind. Capitalising on this focus targeting: ChromaYoga is a mod-
Research focusing on integrating happi-
ern, tech-savvy studio based in London that
ness into technological design is creating a
uses colour psychology designed to meet a
framework for brands to capture consumer
variety of cognitive, physical and emotional
attention in a positive and long-term way.
needs. Founder, Nina Ryner, believes that
Pioneer of ‘Designing for Happiness’, Pamela
this “technology and wellness can work in
Pavliscak believes that, as brands are a
harmony together to help modernise the
deeply-embedded part of consumers lives,
current wellness/exercise market” in an
they need to focus on how they want to in-
environment designed to “combat the day-
sinuate themselves in those lives. She poses
to-day stresses that are all too common with
the question “how are we going to make
living in a hectic city” (Kostiak, 2017).
ourselves a part of peoples’ lives without
06 Quick-Glance Design
pairing (Baird, 2017). This sophisticated
Additionally, brands are using ‘Quick-
branding to combat consumers lack of
Glance Design’ to suit consumers’
attention with typographic form, few
diminishing focus; UK type director
colours and plenty of space functions to
and legibility expert, Nadine Chahine,
avoid appearing busy or over-designed,
proposes that “the glance is the new
is being adopted in various industries
currency of the age and [brands] need
including interiors and dining spaces.
to know how to design for it” (Maiki & Walker, 2017). Quick-Glance Design
However, minimalism is not the only
includes everything from a brand’s
way embrace mindfulness. As the
typeface to typography to ambient
modern day consumer struggles to be
lighting - everyone that affects how
without digital technology, mind-wan-
a person reads content. International
dering or ‘mindlessness’ is growing in
advertising agency M&CSaatchi’s latest
interest. American social news company
PR offering ‘Hidden Characters’ intends
BuzzFeed, popular with the millennial
to ensure that their client’s reach is
consumer, endorsed the notion in their
handled in an ethical and authentic
online video ‘Do you have a wander-
way. Articulated by graphic design
ing mind?’, exploring the theory that
studio ‘RE’, Hidden Characters’ brand
engaging in monotonous tasks is good
identity is made up of many small visual
for the brain as it encourages creative,
cues, linked by a relevant and clear con-
deep thinking while the mind is relaxed
cept. This is supported by naming, and
and drifting (Buzzfeed, 2014).
a cohesive aesthetic of type and colour
Fostering Mind-Wandering: AI & VR Contrastingly, the Attention Economy’s poison could also be it’s own cure: artificial intelligence (AI) may also allow consumers to find time for creative thought thus opening up a new dimension of attention. For example, Honda’s new concept car, NeuV, is equipped with a personal assistant with emotional intelligence that becomes aware of a driver’s emotions and moods in order to support driving and infotainment choices (White, 2016). Developments such as this, and self-driving cars, will allow consumers the gift of time during their commute or long journeys. Similarly, virtual reality (VR) has the potential to provide consumers with virtual escapism. New brand ‘Infinity House Retreat’ has developed a virtual destination that offers members access to leading nutritionalists and health experts in an environment where they are able to focus solely on the content (Infinity House, 2017). By encouraging members to immerse themselves in a world of educational and motivational healthy living they have the potential to capture consumers’ attention digitally and in a healthy, long-term way.
Back to Basics As brands increasingly step outside of the box to desperately fight for consumer attention, there are some brands that believe that ultimately a simple strategy and a great story can still grab an audience - even when faced with the ‘skip’ button. Nike’s ‘Time is Precious’ campaign does just that. With a minimalistic, tongue-in-cheek video,
Infinity House VR Retreat Infinity House, 2017
Nike encourages consumers to give themselves the gift of time by satirically referring to ways in which internet users waste their time - “Playing, Watching, Swiping” - before ending on “Time is Precious. Are We Running Today?” (Nike, 2016). With over 1 million views on the one minute video, Nike has proved that there is no right way to capture consumer attention.
Time is Precious Campaign by Nike YouTube, 2017
FUTURE FOCUS As consumers become increasingly aware and selective of where they focus their attention, the digital industry is set to explore more ethical and long-term solutions; reports of government signals to end the “tech utopia” for Silicon Valley giants have emerged (Williams, 2017), paving the way for more a responsible culture in technology. Government intervention may be overdue, as the modern consumer already longs to digitally switch off. According to 2017 LSN Global trend report ‘The Focus Filter’, out of the 100+ million hours of video content viewed on Facebook each day, 85% of videos are viewed without sound. Regional Director of Facebook’s Creative Shop believes that “silence is a beautiful constraint” urging brands “you need to understand silence, or people won’t engage” (Maciejowska & Smith, 2017). Silence, quick-glance design, minimalism, mindlessness. These micro-trends are setting the framework for the future of the Attention Economy, with the bottom line: Mindfulness, with or without technology. Consumers are aware that their attention is increasingly valuable - so, they are beginning to focus it on themselves.
Do You Have a Wandering Mind? Buzzfeed, 2014
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“WE ARE CALLED TO BE ARCHITECTS OF THE FUTURE, NOT I T S V I C T I M S .” R. Buckminster Fuller
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Hidden Characters’ Quick-Glance Design Baird, 2017
Honda Nuev White, 2016
CONCLUSION The Attention Economy is a macro trend that has significantly impacted consumer behaviour and the way in which brands navigate consumer attention. In world of continual stimuli which sees attention as a commodity, consumers are rapidly losing the ability to focus. A significant thread running through the reviewed research is that, in order to tackle the attention deficit, brands must be astutely aware of the drivers and consequences of the trend. Psychology professor Michael Corballis puts forth that “in adapting to a complex world we need to escape the here and now” (Corballis, 2015). By brands and media becoming more aware of the ‘brain drain’ effect, post-truth economy and mindfulness through mindlessness, they may begin to capture consumer attention in a way that will nurture - not hinder - the human mind.
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REFERENCES
Books Corballis, M, 2015. The Wandering Mind: What the Brain Does When You’re Not Looking. 1st Ed. University of Chicago Press: Chicago. Crawford, M, 2015. The World Beyond Your Head: On Becoming an Individual in an Age of Distraction. 1st Ed. New York: Farrar, Straus and Giroux. Davenport, T. and Beck, J., 2001. Attention Economy: Understanding the new Currency of Business. 1st Ed. Harvard Business Review Press: Massachusetts. Huffington, A, 2016. The Sleep Revolution: Transforming Your Life, One Night at a Time. 1st Ed. Harmony: New York. Schull, N, 2014. Addiction by Design: Machine Gambling in. 1st Ed. Princeton University Press: Princeton.
Articles Baird, R, 2017. Hidden Characters by RE, Australia [online]. Available at: http://bpando.org/2016/11/24/branding-hidden-characters/ [Accessed 1 November 2017] BBC NEWS, 2017. What is 2017’s word of the year? [online]. Available at: http://www.bbc.co.uk/news/uk-41838386 [Accessed 22 October 2017] Doomen, J, 2009. Information Inflation. Journal of Information Ethics. 18. (2) 27 – 37. Maiki, J. and Walker, D., 2017. Nadine Chahine: Monotype [online]. Available at: https://www.lsnglobal.com/opinion/article/21012/nadine-chahine-monotype [Accessed 25 October 2017] Mascontext, 2008. It’s Not Information Overload. It’s Filter Failure [online]. Available at: http://www.mascontext.com/issues/7information-fall-10/its-not-information-overload-its-filter-failure/ [Accessed 27 October 2017]
Mcdonald, P, 2016. The attention economy and the demise of the middle ground. The Guardian [online]. 6 July. Available at: https://www.theguardian.com/media-network/2016/jul/06/attention-economy-demise-middle-ground [Accessed 27 October 2017] Oxford Dictionaries, 2017. Attention [online]. Oxford: Oxford Dictionaries. Available at: https://en.oxforddictionaries.com/definition/attention [Accessed 15 October 2017] Oxford Dictionaries, 2017. ClickBait [online]. Oxford: Oxford Dictionaries. Available at: https://en.oxforddictionaries.com/definition/clickbait [Accessed 15 October 2017] Oxford Dictionaries, 2017. Economy [online]. Oxford: Oxford Dictionaries. Available at: https://en.oxforddictionaries.com/definition/economy [Accessed 15 October 2017] Porter-Street, J, 2016. Social media is making us depressed: let’s learn to turn it off. The Independent [online]. 8 April. Available at: http://www.independent.co.uk/voices/social-media-is-making-us-depressed-lets-learn-to-turn-it-off-a6974526.html [Accessed 28 October 2017] Reynolds, M, 2017. The science behind the internet’s unstoppable nostalgia addiction [online].. Available at: http://www.wired. co.uk/article/nostalgia-technology-timehop-spotify-time-capsule [Accessed 27 October 2017] Singer, N, 2015. Can’t Put Down Your Device? That’s by Design. The New York Times [online]. December 5. Available at: https:// www.nytimes.com/2015/12/06/technology/personaltech/cant-put-down-your-device-thats-by-design.html?_r=0 [Accessed 3 November 2017] Thompson, E, 2017. App Annie 2016 Retrospective — Mobile’s Continued Momentum. App Annie [online blog] January 17. Available at: https://www.appannie.com/en/insights/market-data/app-annie-2016-retrospective/ [Accessed 30 October 2017] Ward, A., et al., 2017. Brain Drain: The Mere Presence of One’s Own Smartphone Reduces Available Cognitive Capacity. Journal of the Association for Consumers Research. 2. (2) Williams, C, 2017. Government signals end to ‘tech utopia’ for Silicon Valley giants. The Telegraph [online]. Available at: http:// www.telegraph.co.uk/technology/2017/09/13/government-signals-end-tech-utopia-silicon-valley-giants/ [Accessed 25 October 2017]
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Articles continuted Wollaston, V. and White J, 2016. Honda’s concept NeuV car reads your emotions and could even make you money [online]. Available at: http://www.wired.co.uk/article/honda-neuv-emotion-car-ces-2017 [Accessed 21 October 2017] World Bank Group, 2015. World Development Report: Mind, Society and Behaviour [online]. World Bank Group: Washington. Available at: https://www.msaworldwide.com/WB_Report_Behavioral_EconomicsR.pdf [Accessed 1 November 2017]
Additional sources BBC (2015). [podcast] Mindfulness: Panacea or Fad?. Available at: http://www.bbc.co.uk/programmes/b04xmqdd [Accessed 9 Nov. 2017]. Buchanan, V. (2017). Future Lab LSN Global Trend Briefing. Buzzfeed (2017). Do You Have A Wandering Mind?. [video] Available at: https://www.buzzfeed.com/generalelectric/do-youhave-a-wandering-mind?utm_term=.abbL29wA8A#.xql1wD2aJa [Accessed 2 Nov. 2017]. Infinity House (2017). Infinity House Media Press Pack. [online] Available at: https://infinityhouse.org.uk/media-press-pack.pdf [Accessed 3 Nov. 2017]. Kostiak, Y. (2017). ChromaYoga founder Nina Ryner on the benefits of yoga and colour therapy. [Blog] WGSN. Available at: https://www.wgsn.com/blogs/chromayoga-co-founder-nina-ryner-yoga-colour-therapy/# [Accessed 9 Nov. 2017]. Lyonnais, S. (2017). Women In UX: Meet Pamela Pavliscak, Pioneer of Designing for Happiness. [Blog] Adobe. Available at: https://blogs.adobe.com/creativecloud/women-in-ux-meet-pamela-pavliscak-pioneer-of-designing-for-happiness/ [Accessed 2 Nov. 2017]. MacMaster, K. (2016). The Attention Economy: Why Marketers Are Killing, Not Capturing, Attention. [Blog] VidYard. Available at: https://www.vidyard.com/blog/attention-economy-marketers-killing-not-capturing-attention/ [Accessed 1 Nov. 2017]. Nike (2016). 10/12. [video] Available at: https://www.youtube.com/watch?v=hncWOZawsWo [Accessed 4 Nov. 2017].
Pillot de Chenecey, S. (2017). [lecture] Future Trends. RSA Events (2017). [podcast] Are Digital Technologies Making Politics Impossible?. Available at: https://soundcloud.com/the_ rsa/are-digital-technologies-making-politics-impossible [Accessed 9 Nov. 2017].
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L I S T O F I L L U S T R AT I O N S HussamEissaa (2017). Head Explosion tutorial using mobile applications. [image] Available at: https://www.youtube.com/watch?v=0oRqUHWhfuI [Accessed 9 Nov. 2017]
Porter-Street, J, 2016. Social media is making us depressed: let’s learn to turn it off. The Independent [online]. 8 April. Available at: http://www.independent.co.uk/voices/social-media-is-making-us-depressed-lets-learn-toturn-it-off-a6974526.html [Accessed 28 October 2017] Pierce, D. (2017). PAPER MAY BE THE BEST APP YET FOR TAKING NOTES ON IPHONES. [online] Wired. Available at: http://https-//www.wired.com/2015/09/paper-iphone-fiftythree/ [Accessed 9 Nov. 2017].
Free Pik. (2017). Free Photo Vectors. [online] Available at: http://https-//www.freepik.com/free-photos-vectors/ brain [Accessed 9 Nov. 2017].
Corbaillis, M. (2017). It’s Healthy to Let Your Mind Wander. New York Magazine. [online] Available at: http://nymag. com/scienceofus/2015/04 healthy-to-let-your-mind-wander.html [Accessed 8 Nov. 2017]. Niu, J. (2017). Internet Addiction: Reassessing Technology Use. [online] Taida Student Journal. Available at: http:// taidajournal.tumblr.com/post/144141386499/internet-addiction-reassessing-technology-use [Accessed 9 Nov. 2017]. Hawking, T. (2017). The Great Irony of Trumpism is… Donald Trump. [online] Flavorwire. Available at: http://flavorwire.com/575910/the-great-irony-of-trumpism-is-donald-trump [Accessed 9 Nov. 2017]. Trend Hunter (2016). 2017 Trend Report. Trend Hunter Inc.
Trend Hunter (2016). 2017 Trend Report. Trend Hunter Inc.
Kostiak, Y. (2017). ChromaYoga founder Nina Ryner on the benefits of yoga and colour therapy. [Blog] WGSN. Available at: https://www.wgsn.com/blogs/chromayoga-co-founder-nina-ryner-yoga-colourtherapy/# [Accessed 9 Nov. 2017]. Kostiak, Y. (2017). ChromaYoga founder Nina Ryner on the benefits of yoga and colour therapy. [Blog] WGSN. Available at: https://www.wgsn.com/blogs/chromayoga-co-founder-nina-ryner-yoga-colourtherapy/# [Accessed 9 Nov. 2017].
Infinity House (2017). Infinity House Media Press Pack. [online] Available at: https://infinityhouse.org. uk/media-press-pack.pdf [Accessed 3 Nov. 2017].
Nike (2016). 10/12. [video] Available at: https://www.youtube.com/watch?v=hncWOZawsWo [Accessed 4 Nov. 2017]. Buzzfeed (2017). Do You Have A Wandering Mind?. [video] Available at: https://www.buzzfeed.com/ generalelectric/do-you-have-a-wandering-mind?utm_term=.abbL29wA8A#.xql1wD2aJa [Accessed 2 Nov. 2017].
Baird, R, 2017. Hidden Characters by RE, Australia [online]. Available at: http://bpando.org/2016/11/24/ branding-hidden-characters/ [Accessed 1 November 2017]
Wollaston, V. and White J, 2016. Honda’s concept NeuV car reads your emotions and could even make you money [online]. Available at: http://www.wired.co.uk/article/honda-neuv-emotion-car-ces-2017 [Accessed 21 October 2017]
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BIBLIOGRAPHY
Books: Lantz, J, 2016. The Trendmakers. 1st Ed. Pennsylvania: Bloomsburg. Raymond, M, 2010. The Trend Forecaster’s Handbook. 1st Ed. London: Laurence King.
Articles Ariel, E, 2014. Memory and Decision Processes: The Impact of Cognitive Loads on Decision Regret [online]. Pennsylvania: University of Pennsylvania. Available at: http://repository.upenn.edu/cgi/viewcontent.cgi?article=1112&context=wharton_research_scholars [Accessed 18 October 2017] Barnett, E, 2015. Mindfulness: the saddest trend of 2015. The Telegraph [online]. Available at: http://www.telegraph.co.uk/ women/womens-life/11331034/Mindfulness-the-saddest-trend-of-2015.html [Accessed 29 October 2017] Geekgirl, 2016. Designing Positive Technology with Pamela Pavliscak of Change Sciences [online]. Available at: http://bygeekgirl.com/designing-positive-technology-with-pamela-pavliscak-of-change-sciences/ [Accessed 7 November 2017] Henley, et al., 2016. Across Europe, distrust of mainstream political parties is on the rise. The Guardian [online]. Available at: https://www.theguardian.com/world/2016/may/25/across-europe-distrust-of-mainstream-political-parties-is-on-the-rise [Accessed 3 November 2017] Kovach, S, 2017. Silicon Valley has finally found the one line that can’t be crossed — now it has a bigger problem [online]. Available at: http://uk.businessinsider.com/tech-companies-learned-responsibility-weed-out-extremism-2017-8?r=US&IR=T [Accessed 4 November 2017] Mick, D. and Fournier, S., 1998. Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies [online]. Journal of Consumer Research. 25 (2), 123 - 143
Additional Sources C-Span (2015). Discussion of the Digital Future. [video] Available at: https://www.c-span.org/video/?325102-1/discussiondigital-future [Accessed 3 Nov. 2017]. Fool Proof (2017). UX Strategy Thinking and Doing. Experience Design Strategy. [online] London: Fool Proof. Available at: http://www.foolproof.co.uk/media/581184/ux-strategy-interview-transcript-pamela-pavliscak.pdf [Accessed 9 Nov. 2017]. Kasriel-Alexander, D. (2017). Top 10 Global Consumer Trends for 2017. Euromonitor International. Lapp, D. (2017). The Science of Happy Design: An Interview with Pamela Pavliscak. [Blog] Drew Lepp Designs. Available at: http://www.drewlepp.com/blog/the-science-of-happy-design-an-interview-with-pamela-pavliscak/ [Accessed 4 Nov. 2017]. LS:N Global Editorial Team (2017). Future Forecast 2017. LS:N Global. Minimalism: A Documentary About the Important Things. (2017). [DVD] Directed by M. D’Avella. USA: Catalyst. Trend Hunter (2016). 2017 Trend Report. Trend Hunter Inc. Trend Watching (2017). The Future of Betterment. [online] Trend Watching. Available at: http://trendwatching.com/trends/thefuture-of-betterment/ [Accessed 3 Nov. 2017]. Turtkle, S. (2012). Connected, but alone?. [video] Available at: https://www.ted.com/talks/sherry_turkle_alone_together/upnext [Accessed 30 Oct. 2017].
ROSIE BARR Fashion Marketing and Branding Nottingham Trent University
Future Thinking Trend Report 3,183 words