2013 Reviewed - A Year In Trends by Future Foundation

2013 Reviewed: A Year In TrendsBy Future FoundationDecember 2013

#zeitgeist2013

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What we predicted in Fall 2012 for the year ahead

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1 | Professionalized Budgeting

Photo: Andrew Rueda

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Photo: Andrew Rueda

We predictedA widespread ongoing

commitment to budgeting across all age/ income

groups, even as economic recovery gained momentum

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What happened?

Source: nVision Research | Base: 3,000-5,000 online respondents aged 16+, USA, 2013

2010

2011

2012

2013

Mal

e

Fem

ale

16-2

4

25-3

4

35-4

4

45-5

4

55-6

4

65+

HH

inco

me

...

$20k

- $4

0k

$40k

- $6

0k

$60k

- $1

00k

$100

k+

0%

20%

40%

60%

80%

100% Agree strongly Agree “I carefully budget my personal finances each month”

More than two thirds of Americans agree that they are carefully budgeting their finances...

(Increase.)

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Trend in action

TK Maxx’s Fall 2013 ad campaign featured the tagline “Savvy Is The New Black” - emphasizing to consumers that it offered high-quality style at affordable and sensible prices.

Cheap Energy Club invites individuals to register for a free service to check whether they currently have the cheapest deal available; if they do not, they can access a full comparison of the market and then let the service handle the switch on their behalf.

TrustEgg is designed for parents on relatively modest incomes who want to start saving for their child’s future. A policy can be set up with a deposit of just $1, with other individuals (e.g. grandparents, family friends) designated as “trustees” who are able to contribute additional funds as and when they like.

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Photo: Andrew Rueda

Outlook for 2014 We expect to see no slackening in power, especially as tools and apps help people manage their

money in automated, ultra-efficient ways

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2 | Society of Sobriety

Photo: (Creative Commons) epSos.de

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We predictedSelf-regulation is the new cool.

Excess is just not amusing any more and certainly not conducive to social or career success - especially when the digital world puts our every move

on public display.

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What happened

Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013

“I am too fat”

Tota

l

Mal

e

Fem

ale

16-2

4

25-3

4

35-4

4

45-5

4

55-6

4

65+

HH

inco

me

<$20

k

$20k

- $4

0k

$40k

- $6

0k

$60k

- $1

00k

$100

k+

Nor

mal

Ove

rwei

ght

Obe

se

0%

20%

40%

60%

80%

100%

Agree strongly Agree

This trend has clearly gained a lot of support this year - nowhere more so than

in the food and drink sectors

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Trend in action

In summer 2013, authorities in New York continued the “Pouring on the Pounds” campaign - an initiative designed to highlight the potentially unhealthy effects of consuming sugary drinks. As alternatives, consumers were advised to drink fat-free milk and water as well as eat fresh fruit rather than drink juices.

Fall 2013 saw Burger King launch “Satisfries” - crinkle-cut fries which are said to contain 40% less fat and 30% fewer calories than leading alternatives in the fast-food sector.

From June 1 2013, Starbucks banned smoking in any seating areas outside its branches as well as within a distance of 25 ft of 7,000 of its stores in the US and Canada.

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Outlook for 2014Even as we return to economic

growth, inclination towards moderation will remain strong. It

is hard to imagine flamboyant excess becoming socially

endorsed again

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3 | Native Marketing

Photo: (Creative Commons) brewbooks

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We predictedTalking to customers about price, value, efficiency is boring. Brands

are making emotionally rich journeys for/with customers,

narrating their presence into the heart of the shared social space.

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What happened?

Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013

2012

2013

Mal

e

Fem

ale

16-2

4

25-3

4

35-4

4

45-5

4

55-6

4

65+

HH

inco

me

<$20

k

$20k

- $4

0k

$40k

- $

60k

$60k

- $

100k

$100

k+

0%

20%

40%

60%

80%

100% Via any means Via laptop / desktop / netbook

Via smartphone, among mobile internet users Via tablet, among tablet users

This theme has experienced significant traction, with brands from Coca Cola to Red Bull turning to

content as a prime way of driving engagement

Those who have recently “used a service (such as Facebook, reddit,

digg, del.icio.us, or Twitter) to share something I’ve found online”

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Trend in action

Dunkin’ Donuts premiered a Vine ad on TV. Aired as part of its sponsorship of ESPN’s Monday Night Countdown, the five-second commercial was supported by branded activity on Twitter, with Dunkin’ Donuts live-tweeting during the game and recreating memorable match moments with its own products.

Red Bull Personal Best is an online Quantified Self platform that invites users to compete against famous mountain biker siblings Rachel and Gee Atherton.The system lets users compete directly with professional sportspeople, encouraging direct interaction with Red Bull’s celebrities.

Lexus launched a co-creation platform to promote its IS sport sedan vehicle. Branded Amazing Mix, the website invited consumers to create their own ad from a selection of clips. A spokesperson commented that: “The Lexus IS sport sedan appeals to performance-driven, tech-savvy customers who are looking to stand out from the crowd."

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Outlook for 2014As social networkers need to be

given progressively better reasons for continuing to interact with brands, we expect the level of

innovation to remain high

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2013 Research Highlights

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Tech Change

Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013Photos: (Creative Commons) designmark, bburky

30% in the US own a tablet computer in 2013

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Tech Change


Vs. 11% who owned a tablet computer in 2011

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Tech Change


40% of 16-24s have paid to

download/stream tracks.

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Savvy Shopping

Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013Photos: (Creative Commons) rose3694, owenwbrown

Trends 2014

Over two thirds in the US “specifically

look out for promotions when

shopping”

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Savvy Shopping

Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013Photos: (Creative Commons) rose3694, owenwbrown

Trends 2014

69% whose household income is greater than $100k

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Green Shoots

Source: nVision Research | Base: 2,000-5,000 online respondents aged 16+, USA, 2013Photos: (Creative Commons) ningunaparte

Two-thirds agree that companies should be penalized for failing to care for the environment

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Green Shoots

Source: nVision Research | Base: 2,000-5,000 online respondents aged 16+, USA, 2013Photos: (Creative Commons) ningunaparte

up from 57% in 2012, approaching the pre-recession high of 2008

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Green Shoots

Source: nVision Research | Base: 2,000-5,000 online respondents aged 16+, USA, 2013

2008

2009

2010

2012

2013

Mal

e

Fem

ale

16-2

4

25-3

4

35-4

4

45-5

4

55-6

4

65+

HH

inco

me

<$20

k

$20k

- $4

0k

$40k

- $6

0k

$60k

- $1

00k

$100

k+

0%

20%

40%

60%

80%

100%Agree strongly Agree

“Companies should be penalized for failing to care for the environment”

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1. Probability Gets Personal: predicting life events with ever greater accuracy

2. Recovery Blues: downturn behaviors remain prominent, even as recovery grows

3. Power of Anon: the search for greater privacy in many of our online activities

4. Catwalk Computing: wearable technology enters the mainstream

5. Narrative Data: personal datasets transformed into meaningful stories

6. Death of Risk: the rise of the risk-averse and safety-first consumer

7. Loyalty Contracted: innovative subscription models designed to secure loyalty

8. Totally Bespoke: uniquely personalized products, services and campaigns

9. Versat-aisle Shopping: the blurring of the lines between online and offline retail

10. Once is Not Enough: evolving lifestages and the end of age-dependent landmarks

Creative Commons : Nosha

10 Trends to Watch in 2014

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Legislation 2014

Photo: (Creative Commons) David Ortez

Boy Scouts of America lift their ban on openly gay members

Obamacare comes into effect

Tougher EU tobacco health warnings may be applied to 75% of packaging (currently 30-40%)

First Marijuana

stores to open in Colorado

Germany draws up legislation for

strengthened same-sex

adoption rights

10% increase in taxes on cosmetic

surgery in South Korea

EU legislation ends surcharge on credit

card paymentsSingle Euro Payments Area

comes into force

UK becomes first country to allow the creation of babies using three people’s DNA

Jan Feb March April OctMay June July Aug Sept Nov Dec

New York ban on unregistered

guns comes into effect

New York law to raise smoking

age to 21 comes into effect

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Social & Cultural Events 2014

Photo: (Creative Commons) Benson Kua


Winter Olympics, Russia Brazil FIFA

World Cup

Guardians of the Galaxy

Amazing Spiderman 2

The Hobbit : There and

Back Again

Tennis: US OpenThe Oscars

Commonwealth Games, UKJay Leno

retires from Tonight -

Jimmy Fallon to take over

MTV VMA Awards

Superbowl

Katy Perry world tour

Grammy Awards

US Special Olympics

World Series

Mardi Gras

SXSW

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Political Events 2014

Photo: (Creative Commons) Benson Kua


US National Health Promotion

Summit

Energy Efficiency Global Forum

US debt ceiling

agreement expires

General Motors buys back 200

million government

shares

IndiaGeneral

Elections

G20 summit

Elections for Senate &

House of Rep

Former Obama advisor David

Axelrod publishes memoirs

US-EU Summit

US and UK withdraw troops from Afghanistan

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Technology Events 2014: some potential milestones

Wearable Technology diversifies. Curved phones get worldwide distribution. iPhone 6 and iWatch released?

More Xbox One and PS4 gamers hack their consoles.

Biometric sensors revolutionize how data is translated.

3D printing gets affordable.

Data Privacy Legislation Hardens?

Follow us on Twitter | @futurethoughts

Sign up to Future Foundation newsletters | www.futurefoundation.net

For a downloadable version of this report | http://futurefoundation.net/trends-2014-usa/

Contact | Pippa Goodman, Commercial DirectorE: [email protected]

Heather Corker, VP Consumer Trends, NAE: [email protected]

http://www.futurefoundation.net/

http://futurefoundation.net/trends-2014-usa/

http://futurefoundation.net/trends-2014-usa/

2013 Reviewed - A Year In Trends by Future Foundation

Marketing

Transcript of 2013 Reviewed - A Year In Trends by Future Foundation