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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.
Citation preview
September 2010
TABSkeeping
Trends + Anthropology + Brands + Strategy{ {
ContentsWELCOMETREND MAPMass CustomisationSimple InterfacesBrand MeCodes of ConductInformed ConsumerismNatural MindsetGreen RevolutionHyperawareness of HealthSocial ParticipationAttention EconomyRising Social ConscienceMobile LivingHyperlocalisationTrue StoriesPrivacy & ControlNeo-TribalismCollaborative Living and WorkingSlowEast/WestBlended RealityPOST-ITSOTHER INTERESTING READING & SOURCESABOUT CANVAS8
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CONTENTS 3
Welcome
Debbi Evans, Editor Canvas8
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 DellaRocca, Christy Dena, Sara Diamond, TomDoctoroff, Kristina Dryza, Alex Gordon, DaleHerigstad, David Jennings, Toby Kay, DanielaKrautsack, Meena Kadri, Ramsey Khoury,Gerd Leonhard, Trevor Lloyd-Jones, AndrewLosowsky, Brian Merchant, Kate Mew, Monocle,Alan Moore, Don Norman, David North, DanielNye Griffiths, Clay Parker Jones, Neil Perkin,Joseph B. Pine, Ruby Pseudo, PSFK, Mary LouQuinlan, John Ryan, Jean-Robert Saintil, MarianSalzman, Mandy Saven, Baba Shiv, ArvindSinghal, Michael Solomon, Ysanne Spevack,Springwise, Luciana Stein, Ed Stocker, DannyTaewoo Kim, TED, Ana Terzi, Trendwatching,Fabrizio Valente, Mark Vanderbeeken, IlyaVedrashko, Sheila Wan, Richard Watson,WGSN, WIRED, Faris Yakob, Mio Yamada.
DESIGN by Margarita Gaffarelliwww.apricot-juice.com/meg
CANVAS8 ANALYSIS BY Jenny Winfield, Nick Morris, Debbi Evans
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: [email protected]
Warmest wishes,
CONTENTS
Trend MapTRENDS
MassCustomisation
Rising Social Conscience
Informed Consumerism Privacy & Control
SimpleInterfaces
Mobile Living
NaturalMindset Neo-tribalism
Brand Me Hyperlocalisation
Sustainable Capitalism
Collaborative Living and Working
Social Participation
East/West
Codesof Conduct
True Stories
Hyperawareness of Health Slow
Attention Economy
BlendedReality
Related to
same
down
up
CONTENTS 5
Mass Customisation
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHAT IS IT?
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
Ph
ase
Time
WHERE IS IT HAPPENING?
CONTENTS
WHAT ARE THE SIGNS?
RELATED TRENDS
Brand Me Slow
Privacy & Control Simple Interfaces
up to100%
Consumers would pay
for product that has been customised.
MORE
of all mass customisation companies on the web offer
direct customer support.
Only about
25%
2009 2010
the online personalisedgreetings card service.
The value of67%
Moonpig
def.
2009 2010
CONTENTS
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.
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.
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.
Joseph B. Pine,Author of Mass Customization: the new frontier in business competition
Technologically advanced
Interested Gen X and Y
Globally.up to100%
Consumers would pay
for product that has been customised.
MORE
of all mass customisation companies on the web offer
direct customer support.
Only about
25%
the online personalisedgreetings card service.
The value of67%
Moonpig
def.
not a new concept but in revival with mobile
TESCO MOBILE SHOPPING APP
MSI FX600 LAPTOP
‘MY DENIM, MY MUSIC’
BMWCHOCOMIZE ADIDAS SYO
BUILD A BEARME & GOJI NETFLIX
JIBBITZNIKE iD
RED MOON PET FOOD SHOEDAZZLE
PANDORA.COM GRANNIES INC.
BEST BUY BLUE LABEL DESIGN A TEA
BENE FURNITURE GHOSTLY DISCOVERY
CONTENTS
Simple Interfaces
different combinations
HOW HAS IT BEEN DEVELOPING?
WHERE IS THE TREND IN ITS LIFECYCLE?
PLATEAU
Ph
ase
Time
WHO IS IT IMPACTING?
WHAT IS IT?
can be rearranged into
SIX EIGHT-STUDLEGO BRICKS
WHAT ARE THE SIGNS?
Slow
MassCustomisation
Privacy & Control
Informed Consumerism
Blended Reality
RELATED TRENDS
Mobile Living
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.
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.
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’.
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 overloadedwith complex information.
Everyone in developed nationswhere pressure to ‘know more’ is HIGH
(Gen X, GenY)
different combinations
can be rearranged into
SIX EIGHT-STUDLEGO BRICKS
APPLE iPHONE AND iPAD
GOOGLE DASHBOARD
ING DIRECT RED MARKET
THE EYE BY DoDoMo BMW iDRIVE
TWIFFICIENCYKINDLE PEEK
BANK SIMPLEFONYOU
TEXT 2.0SIXTH SENSE
6
Brand MeWHAT IS IT?
HOW HAS IT BEEN DEVELOPING?
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
Ph
ase
Time
WHO IS IT IMPACTING?
WHAT ARE THE SIGNS?
WHERE IS IT HAPPENING?
RELATED TRENDS
Social Participation
Neo-tribalism
Codes of Conduct
MassCustomisation
Privacy & Control
True Stories
d a
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 as well as commercial transaction.
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.
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.
Alex Gordon, Semiotician and Canvas8 Thought Leader
Tweens Teens Twentysomethings
Asia, Europe, South America, USA.
December 2009 May 2010
2 billiontweets
1billiontweets
have been registered, making it the fastest selling
top level domain ever.
since 2008
.me names
More than
320,000
community pages, groups and events.
80
The average facebook user is connected to
on virtual goods in 2009
over
The Chinese
The Uk spent
$5bn$800
million
spent
CLAUDIA ROGGE’S ‘HUMAN PATTERNS’
HANGING OUT THE MAC STORE
COLLEGE STUDENTS ‘ICING’ EACH OTHER
MYSPACE LAYOUTS
FARMVILLE TRACTOR SALES
MYBRANDZ.COMBRAND TATTOOS
FLATTR WHUFFIE BANK
BUILDABRAND.COM
CONTENTS 7
Codes of Conduct
HOW HAS IT BEEN DEVELOPING?
WHAT IS IT?
WHO IS IT IMPACTING?
WHAT ARE THE SIGNS?
RELATED TRENDS
Brand Me Rising Social Conscience
Privacy & Control SocialParticipation
Blended Reality
WHERE IS THE TREND IN ITS LIFECYCLE?
STRONGGROWTHP
has
e
Time
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.
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.
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.
Eugenie Harvey,founder of WeAreWhatWeDo and 10:10
WHERE IS IT HAPPENING?Global, but more Westernised societies where social sharing is rife.
All users of the internet
particularlyGen Y and Boomers
‘WE FEEL FINE’ PROJECTONLINE GAMING ETIQUETTE
POST SECRETTROLLING SEXTINGTOKYO METRO ‘DO IT AT HOME’ CAMPAIN
SURGING POPULARITY OF HERITAGE BRANDS
GERTRUDE AND ALICE’S HOMELIKE RETAIL SPACE IN SYDNEY
PENGUIN CLASSICS SALESDDB’S GROWN-UP PLAYLAND
FOR McDONALD’SPRINGLES TMI OVERSHARERS CAMPAIGN
CHAT ROULETTE MEIN MAGAZINE
have used the anonymity of the web to lash out at companies/brands.
of people23%
classics book salesPinguin
in 2009
out performed the book market, growing with DOUBLE DIGIT VOLUME.
think the populationis getting less civilised.
of American75%
adults
under 25siPhone users
32%of people regret something they’ve posted online.
This rises to
59% 54%
CONTENTS 8
HOW HAS IT BEEN DEVELOPING?
WHERE IS IT HAPPENING?
Hyperlocalisation
RELATED TRENDS
Hyperawareness of Health
Rising Social Conscience
Mobile Living
Simple Interfaces Slow Natural Mindset
True Stories
WHAT IS IT?
WHO IS IT IMPACTING?
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
Ph
ase
Time
WHAT ARE THE SIGNS?Informed Consumerism
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.
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.
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.
Fabrizio Valente,Retail consultant, KikiLab
Globally – more economically and technologically developed nations.
Those who believe in open
information economy
Those who participate in it
despite reservations(Gen X and Gen Y)
PEER-TO-PEER INFORMATION SHARING
SMART ENERGY METERS
DAYTUM WHEREISMYMILKFROM
SAFEWAY FOOD FLEX
FRITO LAY CHIP TRACKER
TOKYO’S N BUILDING
NUTRICATE RECEIPTS
TESCO FINDER APP TALES OF THING
YELP STICKYBITS ECO INDEX
ZAPPOS SHOPSAVVY
value theirown research a sales person’s advice
over
of consumers92%
look for retailer or product coupons
of Smartphoneowners
look at third-party or consumer reviewsof a product while in-store (eMarketer)
45% 43%
Approximately
2008
20%
up from
would be purchases
altogether if coupons
or discounts couldn’t
be easily obtained.
of shoppers abandoned
40%
spreading with smartphones
CONTENTS 9
Natural Mindset
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHERE IS IT HAPPENING?
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
Ph
ase
Time
WHAT IS IT?
RELATED TRENDS
Hyperlocalisation Sustainable Capitalism
Rising Social Conscience
Hyperawareness of Health
True Stories
Informed Consumerism
WHAT ARE THE SIGNS?
1
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.”
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.
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.
David Jago,Director of innovation and insight, Mintel
Everyone who is frustrated by transient, fake interactions and experiences
Asia, USA, UK as a backlash against ‘plastic’ culture.
GEOX ‘BREATHING’ BUILDING
TERRARIUM TREND
BIOMIMICRY IN PRODUCT DESIGN
R&SIE ARCHITECTS
DROP IN PLASTIC SURGERY
RFID AUTHENTICATION OF WINE
SERENDIPITY
NATURAL & HOLISTIC HEALTH REMEDIES
‘STRAIGHT EDGE’ YOUTH
GLAMPING
NATURAL PET FOOD
puregrew from
purity
purely
2008 2009
5,705
3,013
Use of the words
on consumer food produts in the USA
to
2009
in the USA
The number of
9%
cosmetic surgeryprocedures
decreased by
CONTENTS 10
Sustainable CapitalismWHAT IS IT?
HOW HAS IT BEEN DEVELOPING?
WHERE IS IT HAPPENING?
WHO IS IT IMPACTING?WHERE IS THE TREND
IN ITS LIFECYCLE?
STRONGGROWTH
Ph
ase
Time
RELATED TRENDS
Social Participation
Rising Social Conscience
Hyperlocalisation Natural Mindset
True Reality
WHAT ARE THE SIGNS?
d 2
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.
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.
Sir Martin Sorrell,chief executive officer of WPP Group
Globally .
Everyone - developed and developing nations alike.
UPS’S GPS REPROGRAMMING
FRITO-LAY CHIP TRACKER
CHINA’S DONGTAN ECO-CITY
STELLA ARTOIS’ BOTTLE REDESIGN
CHINA’S SUSTAINABLE ENERGY PROGRAMME
THE WALMART SUSTAINABILITY INDEX
PUMA’S CLEVER LITTLE BAG
MARKS & SPENCER EGG TRACKER
SAINSBURY’S KEEPING BEES
SLIM CHAMPAGNE BOTTLES
CONSPIRACY FOR GOOD
SUN CHIPS ECO PACKAGING
COOP WINECOLALIFE KARMA CUP
plan to invest in low carbon technologies
have laid out a
US$585bn
The Chinese government
a movement set up around the 2009 COP 15 conference to unite nations with hope for policy change
def.
citizens of Hopenhagen
There are
6,172,822035%
say they will spend more on “green”in the coming year
of consumers
CONTENTS 11
Hyperawareness of Health
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING? WHERE IS THE TREND IN ITS LIFECYCLE?
STRONG GROWTHP
has
e
Time
WHAT IS IT?
WHERE IS IT HAPPENING?
Informed Consumerism
Rising Social Conscience
Slow Natural Mindset
RELATED TRENDS
WHAT ARE THE SIGNS?
More has been learned about the underpinnings of disease in the past two-and-a-half years than in the entire
history of man.
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.
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.
Eric Topol,TED speaker and Director, Scripps Translational Science Institute
Boomers Gen X Smartphone users
Primarily the USA, UK.
SENIORBRIDGE SKYPE VIDEO CONSULTATIONS FOR ELDERS
IMPLANTABLE ANTENNA FOR MONITORING IN-VIVO CHEMICAL REACTIONS
HEART ATTACK GRILL PATIENTSLIKEME.COM
SOCIAL AND GAME-LIKE HEALTH AND WELLNESS APPS
DOCTORS PROVIDING PERSONAL CARE PLANS BASED ON INDIVIDUAL DATA
BIOINFORMATICS.COM23ANDME
THISISWHYYOUREFAT.COMLE WHIFMAPPINESS THECARROT.COM
of Smartphone owners
have downloaded a fitness-related app
21%
will have electronic health records
of Americans60%
by 2015
CONTENTS 12
Social ParticipationWHAT IS IT?
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHERE IS IT HAPPENING?
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
Ph
ase
Time
Brand Me
Rising Social Conscience
Hyperlocalisation
CollaborativeLiving and Working
Codes of Conduct
Blended Reality Mobile Living
RELATED TRENDS
of US Gen Y 4 vs
WHAT ARE THE SIGNS?
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.
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.
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.
Patrice Martin,Author of Ideo Patterns’ ‘The ‘I’ in community’
Gen YGen X
as facilitators
81%
have volunteeredin the past year
There are
around the world
geocachers1.2 MILLION
The physical and virtual treasure hunt,Encounter had
70,000
165,000
2009 Sept 2010
players across Eastern Europe
20092005
People who finished the New York marathon
36,856 43,660
PICTURE THE IMPOSSIBLE
NEEDLE IN A HAYSTACK
NEIGHBORGOODS
SOCIAL INNOVATION CAMP
CTRL.ALT.SHIFT
GOOD GYM
STREETSPARK
CONSPIRACY FOR GOOD
ENCOUNTERGEOCACHING.COM
BY/ASSOCIATION
ENABLED BY DESIGN
THE BIG LUNCH
A FEAST OF STRANGERS
DARPA RED BALLOON CHALLENGE CLIMATECAMP
Europe, USA.
CONTENTS 13
Attention EconomyWHAT IS IT?
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHERE IS IT HAPPENING?
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
Ph
ase
Time
Brand Me
Slow True Stories
Mobile Living
RELATED TRENDS
WHAT ARE THE SIGNS?
k e B 0
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.
Alan Moore,Co-founder of SMLXL and Canvas8 Thought Leader
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.
Anyone frequently
using the web
Gen X and Boomers find managing harder
Always connected societies in bothEast and West.
That includes all words read, all words heard, etc.
per day on average.
consumeAmericans
100,000 words
on any given day.
8.5 hours
Adults are exposed to screens (TVs, cellphones, computers, G.P.S.
devices) for about
using TV and internet simultaneously at home, on average for
of the internet consumersmedia multitask
2 hours and 39 minutes each month.
57%
THE WONDERFACTORY
MINIMALISH SHORT ATTENTION SPAN PAINTINGS
RED BULL BULLETIN DREAMING IN MONO
GOOGLE ADSENSE READ IT LATER WIDGETS
LIBERIA’S ANALOGUE NEWS SERVICE
GUARDIAN ZEITGIEST
RIDER IN A RED COAT
‘EUROSTAR’ SOMERS TOWN
HOLLYWOOD’S EDITING FORMULA
NIKE TRUE CITY SHORT FORM E-ZINES
NEXT MEDIA’S NEWS CLIPS
NY-Z ABSOLUT VODKA HERO108
CONTENTS 14
Rising Social ConscienceWHAT IS IT?
HOW HAS IT BEEN DEVELOPING?
WHERE IS IT HAPPENING?
WHO IS IT IMPACTING?WHERE IS THE TREND
IN ITS LIFECYCLE?
STRONG GROWTHP
has
e
Time
Hyperlocalisation SlowInformed Consumerism
CollaborativeLiving and Working
Sustainable Capitalism
Natural Mindset Codes of Conduct
Hyperawarenessof Health
RELATED TRENDS
WHAT ARE THE SIGNS?
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.
Customers want to transact with companies that do the right thing and make responsible environmental
choices.
Jo Fox,Deputy Director of the Bigger Picture for Sky Broadcasting
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.
Globally .
Western world as consumers
developing world as suppliers of commodities
PEPSI REFRESH
GROWN BY US
BP PR
CAUSEWORLD
WHUFFIE BANK
LEAP ANYWHERE
CHASE COMMUNITY GIVING
MOBILE MOVEMENT
GIVE A DAY GET A DISNEY DAY
IFWERANTHEWORLD
OBAMACLOCK
to buy from environmentally responsible companies
people sayit is important
decided to take their customelsewhere
1 4in
if they felt a company’s ethical
reputation was not upto scratch.
HAS
voting application on Facebook
montly users70,882
The Pepsi Refresh
1993 2010
79%66%
Consumerswho would switchto a brand associated with a ‘good cause’2 3
out of
CONTENTS 15
Mobile Living
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
Ph
ase
Time
WHAT IS IT?
WHERE IS IT HAPPENING?
Attention Economy
Collaborative Living and Working
Hyperlocalisation
SocialParticipation Simple Interfaces Informed
Consumerism
Blended Reality
RELATED TRENDS
WHAT ARE THE SIGNS?
The future of media will be information consumed on superphones while on the go.
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.
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.
Rob Glaser,Chairman of RealNetworks
An estimated 73% of the global population
Truly globally.Many parts of the developing world will go from no internet to mobile internet.
WORKING NOMAD
THE HUB PAVILIONOBOPAY
LAYAR AUGMENTED REALITY
MOBILE BANKING IN AFRICA
HULU SPOTIFY MOBILEiPLAYER
FOURSQUARE GOWALLA
MEGAHOUSE PROCESSAWAY
SMSONE MEDIA
ON A FIXED LANDLINE WORLDWIDE
TALK
SENDEMAIL
MESSAGESthan
More
of the totalpopulation
The Finnish SMSuser base is
90%
of Kenya’s bank accounts
49%
are mobile
active mobilesubscriptions
There are
billion
the global population is 6.8 billion
5
CONTENTS 16
Hyperlocalisation
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
Ph
ase
Time
WHAT IS IT?
WHERE IS IT HAPPENING?
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
Natural Mindset
Rising Social Conscience
SocialParticipation
Collaborative Living and Working
Informed Consumerism
Slow
RELATED TRENDS
Mobile Living
WHAT ARE THE SIGNS?
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?
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.
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.’
Sara Diamond,President of OCAD University, Ontario
Global.
Those fazed by globalisation(and seeking to establish
genuine connections)
GEOLOCATION GAMES
MILLAU VIADUCT SERVICE STATION
KITKAT REGIONAL FLAVOURS
HIPPO SNACKS’ TWITTERDELIVERY NETWORK
SMSONE INDIA RIDER IN A RED COAT
USHAHIDI COURS EN VILLE TWITZIP
PICTURE THE IMPOSSIBLE
MCDONALD’S ‘SWISS WEEKS’
GOOGLE FAVORITE PLACES
REGIONAL ACCENTS IN JAPANESE VENDING MACHINES
KAREN MAGAZINE NEIGHBORGOODS
Most effective ways to engagelocal audience:
source: Harris Interactive, 2010
local content on websites
eventsprint ads
69% 62% 59%
has just launched its
Aol’s local news network Patch
100 SITEth
and plans to launch
by December400 more
CONTENTS 17
True Stories
Stephen Denny,Influence Strategistand founder of ‘Decision triggers’
WHAT ARE THE SIGNS?
HOW HAS IT BEEN DEVELOPING?
Brand Me Slow
Informed Consumerism
Attention Economy
Neo-Tribalism
Natural MindsetSustainable Capitalism
RELATED TRENDS
WHERE IS IT HAPPENING?
WHO IS IT IMPACTING?
WHAT IS IT?
WHERE IS THE TREND IN ITS LIFECYCLE?
STRONG GROWTHP
has
e
Time
long term trend
a
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.
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.
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.
US, UK, France. Contracted sense of ‘global’ means stories can be truly followed by everyone.
Gen Ybrand awareGen X
environmentallyconscious Boomers
BP PR ON TWITTER
NOSTALGIA ADS
M&S PENNY BAZAARS
ZAPPOS
STEVE JOBS DIARY
TRANSMEDIA STORYTELLING
BRANDING INDIVIDUAL CORN FLAKES
PEPSI REFRESH
ARTISAN BRANDS
18 and 24of people between the ages of
are likely to read and act upon advertising that contains story-like information
about the brand.
67%family-run business
of GDP30% would take a pay cut to work for a socially responsible company
of 18-34 years olds50%
now accounts for
In the UK
CONTENTS 18
Privacy and Control
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHERE IS IT HAPPENING?
WHERE IS THE TREND IN ITS LIFECYCLE?
EARLY GROWTH
Ph
ase
Time
WHAT IS IT?
Blended Reality
Brand Me
Simple Interfaces Codes of Conduct
Mass Customisation
RELATED TRENDS
WHAT ARE THE SIGNS?
half
2009-10
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.
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.
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.
Danah Boyd,Specialist in online communities, Microsoft and Yahoo
Anyone who accesses the internet and consumes news (Gen X, GenY, Boomers)
Globally.
allow anyone within their networkto see their recent activity
of users of social networks
81% of smartphoneowners
More than
are worried about a loss of privacy as a result of geotagging
71%
limit what they share online in order to project
their ideal identity
of 18-29years olds
across the sameperiod in 2008-9
53%of frequent Facebook users aged 18-19 changed their settings 4 OR MORE TIMES
as opposed to 26%
TRUSTED FILTERS
SIMPLIFICATION OF FACEBOOK SETTINGS
HACKERS ON PLANET EARTH CONFERENCES
PROLIFERATION OF THE ‘GLOBAL VILLAGE’
PULL RATHER THAN PUSH FILTRATION(E.G. PILO)
HOUSE PARTY GECKO MINI BARS
GOOGLE DASHBOARD ICANSTALKU.COM
BRANDED HOTEL ROOMS BLIPPY
CONTENTS 19
Neo-tribalism
HOW HAS IT BEEN DEVELOPING? WHERE IS THE TREND IN ITS LIFECYCLE?
STRONG GROWTH
Ph
ase
Time
WHO IS IT IMPACTING?
WHERE IS IT HAPPENING?
Brand MeEast/West True Stories
RELATED TRENDS
WHAT ARE THE SIGNS?
Youth apathy breeds from irrelevance, nothing else.
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.
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.
WHAT IS IT?
Ruby Pseudo,Gen Y trends consultant
Teens Twentysomethings finding their identities
Mainly UK, USA, Australia.
MOVEMENT SUCH AS FIXED GEAR
THE OBAMA INAUGURATION
ORANGE ROCKCORPS BBMFACEBOOK DIRECT PHOTO UPLOAD
‘BLANK SLATE’ CLOTHING BRANDS SUCH AS UNIQLO AND AMERICAN APPAREL
DUBSTEP NEW FOLK VICE
STATE FARM BANKING ‘WE FEEL FINE’
job hop every18 months
plan to start up their own companies
of American
Y high-schoolers
When asked to select words to describe how they feel about the future,
hopeful81%
optimistic65%
eight in 10 Gen Ys olds selected two-thirds chose
70%
CONTENTS 20
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHERE IS IT HAPPENING?
WHERE IS THE TREND IN ITS LIFECYCLE?
STRONG GROWTH
Ph
ase
Time
Collaborative Living and Working
WHAT IS IT?
RELATED TRENDS
Rising Social Conscience
Hyperlocalisation
Mobile Living
SocialParticipation
East/West
Blended Reality
WHAT ARE THE SIGNS?
2010 2050
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.
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.
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).
Daniela Krautsack,Founder of Cows in Jackets and city branding expertBusy, urban dwelling technology lovers
Global.
the number of people globally living in
urban environments surpassed
the rural population.
for the first time in 2009
share 2-5 meals a week
share 1 a week
share1-3 a month
share all meals
69%just over
50%
Global urban populationis projected to hit
64%of US cohousers
source: Cohousing Association Census, 2008
26% 8% 2%
GLONET CONFERENCE AT FUTUREEVERYTHING
STARBUCKS IDEA GENERATION
RISE OF OPEN SOURCE
CARTICIPATION RIDE-SHARING APP
DESIGNLIBRARY ISTAMBUL
MEGAHOUSE THIRD DOOR
TABLOID TOKYO CROWDSPRING
HUB WORKING
CONTENTS 21
Slow
HOW HAS IT BEEN DEVELOPING?
WHERE IS IT HAPPENING?
WHO IS IT IMPACTING?WHERE IS THE TREND
IN ITS LIFECYCLE?
PLATEAU
Ph
ase
Time
WHAT IS IT?
Rising Social Conscience
Simple Interfaces
True Stories
Hyperlocalisation
SocialParticipation
Hyperawarenessof Health
Informed Consumerism
Mass Customisation
RELATED TRENDS
WHAT ARE THE SIGNS?
1
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.
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.
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.
Sherry Turkle,author and academic at MIT
Everywhere in the developed, connected world.
Everyone in developed nations where pressure to ‘know more’ is high
source: Nielsen
34gigabytes
of data
The averageAmerican consumes
every single dayfind the amount
of information available to be “overwhelming”
70%WEB 2.0
SUICIDE MACHINE
April 2010 August 2010
1,176,563
289,137
people unfriended total
‘I DO NOT WORK’
A FEAST OF CONVERSATION
WEB 2.0 SUICIDE MACHINE
THE INTERNET OF THINGS
CALM DRINKS NPD
BY/ASSOCIATION
ARNADOTTIR CLOCK
HOTMAIL’S ‘THE NEW BUSY’
DAWDLR TRAVEL ‘PROCUMERS’
CONTENTS 22
East/West
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHERE IS THE TREND IN ITS LIFECYCLE?
EARLY GROWTH
Ph
ase
Time
WHAT IS IT?
Brand Me Neo-tribalism Collaborative Living and Working
RELATED TRENDS
WHAT ARE THE SIGNS?
WHERE IS IT HAPPENING?
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.
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.
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.
Alex Gordon,Semiotician and Canvas8 Thought Leader
Web users participatingin online social activity
Asia, US, Europe.
Beckii Cruel’s CHANNEL
holds the GUINNESS WORLD RECORD for the biggest number of videos game character coplayers in one place
videos
The UK
376 has had views to date
14,345,273
COMMUNITY LIVING
SOLO YOUTH IN KOREA
ANDROGYNOUS AESTHETICS
K-POP IN THE US
HUMAN FLESH SEARCH ENGINES
VIRTUAL GOODS SALES IN ASIA
THE RISE OF COSPLAY IN THE WEST
BECKII CRUEL
BERLIN’S COMMUNITY BOOKCASE BERLIN
CONTENTS 23
Blended Reality
WHO IS IT IMPACTING?
WHERE IS THE TREND IN ITS LIFECYCLE?
PLATEAU
Ph
ase
Time
WHAT IS IT?
Codes of Conduct
Collaborative Living and Working
Privacy & Control
Informed Consumerism
Mobile Living Simple Interfaces
RELATED TRENDS
WHERE IS IT HAPPENING?
WHAT ARE THE SIGNS?
HOW HAS IT BEEN DEVELOPING?
03 HTV Internet
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.
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.
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.
Alan Moore,Co-founder of SMLXLand Canvas8 Thought Leader
Anyone with an internet connection
Throughout the developed world, where the web is considered a basic human right.
‘WE FEEL FINE’ PROJECT
K-MART E-REVIEWS IN-STORE
INTERNET OF THINGS
DREAMING IN MONO
AUGMENTED REALITY
RIDER IN A RED COAT
PICTURE THE IMPOSSIBLE
RFID TAGS POKEN INLINE RETAIL
LEVEL 26 LAST CALL QR CODES
with the average user now timeshifting9 hours and 36 minutes per month. Nielsen, 2010
2009 2010
The number of peoplewho are TIMESHIFTING
has grown
18%
to 94 million
in the home
The average timesimultaneously spent using
grew between in Q1 2010
to 3 hours and 41 minutes per month(from 3 hrs 30 mins)
9.8%
CONTENTS 24
CONTENTS
Digital Gender DivideWomen 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.
Enterprise EverywhereOne of the positive spin-offs from the recession has been the improved sense of resourcefulness demonstrated by people the world over. We have seen a trend 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 the same time the emergence of a more discerning, questioning mindframe in business actions and a renewed focus on the basics of health, happiness and community. The creative community are championing developing nations, for their knack of producing killer solutions, and the enterprising Gen Y spirit (specifically Neo-tribes).
Hard CandyNot tomboys, not girly girls... but somewhere in between. In spite of fierce debate, certain products – namely tech, sports and beer – are still marketed to a male demographic, or else ‘repositioned’ for a female audience. Marketers are starting to realise they need to approach women with a more faceted, subtle approach to messaging, rather than just daubing everything with 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
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 PrivatePublic 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 such as Anthropologie, WeSC and J.Crew. Doing so provides shoppers with permission to spend by establishing an emotional link at point of purchase.
Redefining LuxuryWhere high-end meets the Attention Economy. The definition of luxury is shifting from goods to services: luxury is no longer about ‘expensive’ because the concept of the components of value have changed, and people’s time is 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 launching spas, hotels and restaurants with impeccably-curated experiences to satisfy a new generation of luxury consumers.
We Are All MediaEveryone’s an influencer, with lots of social network friends. People (as part of the Brand Me trend) are getting savvy about how to put this influence to use for profit or social good - examples range from Dancin’ Brandin’, Roomservice magazine, the ‘Bored At Work’ media channel to Facebook’s ‘Like’ button.
25
Post its
CONTENTS
StatsM. Schreier, ‘The Value Increment of Mass Customized Products: AnEmpirical Assessment’, Journal of Consumer Behavior, 2006Mass-customisation.blogs.comIndependent.co.uk
SourcesBusinessweek.com
Sourcesedition.cnn.comvirtualgoodsnews.comroyal.pingdom.comnews.bbc.co.ukFacebook statistics
Sourcesbiss.bissdigital.comrasmussenreports.comthebookseller.comretrevo.com
ReadingWhy mass customisation isn’t mainstreamLetting Consumers Design Their Own Experiences: Case for the Mass Customization Model24 co-creation companies invade Facebook’Custom’ is customary
ReadingHulu rumoured to go public, valued at 2 millionFlip Camera Still Thriving Despite Apple AssaultThe Good Enough Revolution: When Cheap and Simple is Just FineDonald Norman, ‘Living with complexity: why complexity is necessary’ (Chapter 1)
ReadingPew Research: Reputation Management and Social MediaCalifornia looks to outlaw online impersonationThe Razorfish Digital Brand Experience Report 2009The 30 standard Facebook Profile Photo stylesBrand or Die. The downfall of the institution and the rise of the personal brand
ReadingConsumers love underdogsThe Feelgood Factor: The Kindness Offensive
26
MassCustomisation
Simple Interfaces
Brand Me
Codes of Conduct
Explore
CONTENTS
Sourcesutalkmarketing.comretailerdaily.commarketingwithnewtechnology.wordpress.com
Sourcesnpicenter.comguardian.co.uk
Sourcesblogs.accaglobal.comhopenhagen.orgwpp.com
Sourcesmobihealthnews.comnetworkworld.com
ReadingWhat does it mean to you, when Google says ‘Mobile First’?Living and Learning with New Media: Summary of Findings from the Digital Youth Project
ReadingExploring expectations beyond natural and organicThe rising demand for ‘natural’ soft drinksMintel Predicts 2010 Global Beauty TrendsMarketers such as Starbucks discover that simple sellsBoomers vs millenials and the drugs that define us
ReadingIs the Blue planet truly going green?2010 Green brands survey – What do Green consumers want?The Eden ProjectThe Ethical Consumer
ReadingIFTF Health and Health Care 2020 Signals & Forecasts MapAcceptability of a Personally Controlled Health Record in a Community-Based SettingBrain Health complex metaphorically built as left-brain and right-brainPSFK presents the ‘Future of Health’Socialising Truman
27
Explore
Informed Consumerism
NaturalMindset
Sustainable Capitalism
Hyperawareness of Health
CONTENTS
Sourcespremisemarketing.comgeocaching.comen.cxlondon-marathon.co.uk
Sourcesblog.nielsen.com
Sourcescarbontrust.co.ukconeinc.comFacebook Pepsi Refresh page
Sourcesengadget.comcommunities-dominate.blogs.com
Readingctrlaltshift.co.ukconspiracyforgood.comstreetspark.com
ReadingIs Google Making Us Stupid?Kevin Kelly on the next 5,000 days of the webUnderstanding the Youth Attention Economy’
ReadingPepsi Refresh Project Launches $1.3 Million “Do Good for the Gulf” InitiativeReputation RX Corporate Responsibility Reportwww.climateculture.comEthical Marketing and the New Consumer
ReadingWhat 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 reportYahoo! banks on mobile devices for future growth
28
Explore
Rising Social Conscience
Mobile Living
Social Participation
Attention Economy
CONTENTS
Sourcestechcrunch.commediapost.com
Sourceswebpronews.comitpro.co.ukpewinternet.orgreadwriteweb.com
Sourcesaranetonline.comefinancialnews.combrandweek.com
Sourcesbusinessweek.comonline.wsj.commarketingcharts.com
ReadingBuddy Media Corporate Brand Manager PollThe rise of HyperlocalismCreative communities. People inventing sustainable ways of livingIn DeHood, a social network for the neighborhoodReports of Designing the Hybrid City
ReadingFacebook Privacy Settings: Who Cares?Webroot survey 2010Study Reveals 75 %of Individuals Use Same Password for Social Networking and EmailRussian Hackers threaten the world
ReadingConsumers’ willingness to knowingly purchase counterfeit productsWhy Do Brand Stories Work? The Societal, Cultural and Physical Reasons whySurvey Says Americans Respond to Online Advertising that Tells a StoryStory is more powerful than the brand, best story wins
ReadingPew Internet: Reputation Management and Social MediaCone Inc. and AMP Insights, 2010rubypseudochatchat.blogspot.com
29
Explore
Privacy & Control
Neo-tribalism
Hyperlocalisation
True Stories
CONTENTS
Sourcesesa.un.orgcohousing.org
Sourcescommunity.guinnessworldrecords.comyoutube.com
Sourceshmi.ucsd.edusuicidemachine.org
Sourcesblog.nielsen.com
ReadingA modern answer to the CommuneDiggers and Dreamer’s guide to communal living in Britain7 ways to have more by owning lessReports of Designing the Hybrid City
ReadingIn 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 starChina’s Cyberposse
ReadingThe Attention Economy: An OverviewInvestors Business Daily. ‘So, that explains the headache’slowdesign.orgThe Anti–Red Bull: A Drink to Calm You DownSherry Turkle on the BBC (Digital Revolution Rushes Sequence)
Reading‘Solar Powered Augmented Contact Lenses Cover Your Eye with 100s of LEDs’Nielsen 3 screen report Q1 2010
30
Explore
Collaborative Living and Working
East/West
Slow
BlendedReality
CONTENTS 31
About Canvas8 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([email protected]).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.
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.