no place like homeCKAOS TREND REPORT 2015

At an unprecedented time in history, both business and consumers are facing some significant challenges together. Much like in the story of ‘The Wizard of Oz’ there is concern that what many believed to be true, is in fact an illusion.

There is a need to find a place to call home, a place of belonging. Heroes will emerge, truths will transpire and tensions will surge. The tornado that is 2015 is set to take us on a journey.

What we are about to experience is a gust of great change. The key to success in 2015 and beyond is to embrace the opportunities it brings and allow ourselves to be swept away by new possibilities whilst still honouring the ways of old.

Due to the speed of current technological and environmental changes, consumer behaviour in 2015 may be contradictory and demanding. An apparent lack of trust from the consumer will lead to the need for greater transparency and social responsibility from the business sector.

The emergence of the peer-to-peer movement has required business to be more inclusive and honest with

their customers. Within this new dynamic there is room for imperfection (if a business is open about it) and for growth (if the journey is shared with the consumer).

The ‘teenage-parent’ relationship that existed pre 2015 between buyer and seller will settle into an ‘adult-adult’ relationship post 2015. This will require a re-thinking of how business wants to, and needs to, market themselves.

Consumers will seemingly reject unethical and socially unaware corporations. They will expect to be engaged with a brand on an emotional, social and ethical level in order to consider a superficial purchase.

However, the seductive sparkle of wealth, innovation and technology may contravene with the consumer’s desire for truth. The resulting conflict may cause confusion, but this challenge presents an opportunity for business

to develop a strong and engaged personality for their brand.

The consumer is now more ‘we oriented’ than ‘me oriented’ which allows business to engage more openly. Even though social and ethical responsibility will be of great importance in 2015, so will the notion of playfulness, creativity, connection and genuine dialogue.

A combination of the narrowing of globalisation, a rising concern about climate change, world water and food shortages, rapidly developing technologies and shrinking attention spans may be the cause of this gust of change. It needs to be embraced.

2015 may be the time that positive action eclipses traditional ideologies of power.

The yellow brick road is beckoning, and so the journey begins...

key concepts for 2015

For informed marketers, business leaders and consumers, there are a number of key concepts that will become clear throughout 2015.

Sustainable living

Climate change will become an inescapable reality in 2015 as we are introduced to the concept of climate change refugees, water stressed regions, ocean acidification, undermined land, marine eco- system breakdowns, agricultural failure and biodiversity loss.

Consequently, green technology and alternative energy will pave the way of the future and promote nostalgia for tradition and nature. In a society that on one hand is rapidly advancing forward (in regards to technology), and on the other swiftly deteriorating (in regards to the environment), sustainable living will continue on an even, upward trend.

Breakthroughs in materials technology, and genetic engineering, as well as a focus on oil and gas research and development will require multifaceted thinking from consumers and companies alike.

2015 may signal an era of unlearning and a shift in focus to basic truths within the newly quantified ‘us’. How we consume and the value of food, water and education will join the conversation of sustainable living.

“ Oh, let us start for the Emerald City tomorrow!”

– Dorothy*

Corporate responsibility

2015 may be the year for private sector organisations to shine. Companies will be called upon by both the government and the public to carry a new responsibility of leadership.

A duty of care to the environment, ethical and sustainable business practice, along with social awareness will determine success in 2015. The ability to communicate transparently and effectively with a diverse and often non-traditional audience will be crucial for a fluent transition into this role.

The not for profit sector will become increasingly involved in assisting corporations, the government and consumers in adjusting to a high standard of accountability as financial regulation comes into review. The sentiment for corporate responsibility may be: ‘If we don’t work together, we don’t work.’

“ True courage is in facing danger when you are afraid…”

– The Wizard of Oz*

The economy of wellbeing

Society has grown materially rich over the last century yet our collective wellbeing has retreated into poverty. As soon as a fulfilment of basic needs is met, economics loses its impact on wellbeing.

Businesses that focus on internal wellbeing as well as that of their clients, customers or community, are likely to achieve greater levels of success in 2015, and beyond. The concept of wellbeing centres around people’s relationships, family and community, and impacts on people’s happiness in their workplace.

In Australia one million people are experiencing depression and over 2.3 million of us are anxious. The economy of wellbeing will value lifestyle over money and see success measured in health rather than numbers.

“ If Dorothy would only be contented to live in the Emerald City…we might all be happy together.”

– Scarecrow*

Transparency

Transparency is an initiative that requires commitment and follow through. Consumers want to know as much information as possible, quickly.

Capturing people’s attention will be the most valuable asset for any business in 2015. Business should also be wary of responding to data without thoroughly understanding the genuine needs of their audience. Take the time and get to know each other.

As a result of information overload, business will be expected to show leadership. They will need to demonstrate that they can act on behalf of the community with the best of intentions, instead of simply focusing on profit and loss.

An openly honest ‘humbug’ is now infinitely more engaging than a person hiding behind a big curtain.

“ You must keep your promises to us!”

– Dorothy*

Privacy and security

Digital and cyber security will be a talking point, particularly as the concept of paper money will begin to be phased out. Constant data gathering and monitoring may also create a need for ‘off the grid’ places and spaces for consumers.

The great and powerful internet and an ever-increasing dependence on technological networks may leave frameworks as vulnerable as they are advanced. For every innovation used for ‘good’, the opportunity will arise to use it for ‘bad’. This antagonistic technological landscape will pose constant questions of ethics and morality that may cause disharmony and division within communities and countries, as well as great pressure from those feeling left behind.

“ I’m really a very good man, but I’m a very bad Wizard, I must admit.”

– The Wizard of Oz*

Smart, connected and wearable technology

Rapid advancements in technology will nimbly wing their way through to every aspect of how we will live and function in 2015. Integrating the human experience into technology and vice versa will change how we talk about it and create it.

Assimilating technology into not just our homes, but also our bodies and faces will create a constant feeling of connection. The worlds wealthiest will have access to biotechnology breakthroughs that will transform perceptions of age, beauty, health, and with that, retirement, lifestyle, relationships and family. Materials technology will give consumers the ultimate personalised experience with more and more control over their body and their environment.

As globalisation contracts, so will communities and subsequently individuals through smart, connected, wearable technology. Listen for whispers of zero sized intelligence, artificial intelligence, 3D technology, augmented reality and dark networks in 2015.

“ Why are those needles and pins sticking out of your head?”

– Tinman*

The feminine

The feminine stereotype will be challenged in 2015. Recognising the value of the feminine will open the door to social justice.

The role of women in society is not a new topic, but new approaches to women and their power will be explored. The ‘f’ word will be redefined and become relevant again. It will resonate in the minds of young women all around the planet.

The term ‘Womenomics’ will enter our vocabulary to explain the balance of financial control, as women own more and more of a countries wealth. This will cause a flow on effect for many groups within society that have been previously marginalised.

“ You don't need to be helped any longer. You’ve always had the power to go back to Kansas.”

– Glinda, the good witch^

East meets west meets east

The forced embrace of globalisation has left states jostling for space. Cuddled into every country is another’s culture. Whilst this creates room for unity it also aggravates tensions. Alliances such as CRIMEA (the Eurasian union) and Russia’s elevated military spending will be topics of conversation in 2015.

Meanwhile India and China’s enfolding prosperity will filter though to food, design, and fashion in the West. It will be a tidal time as political power struggles pull the people of states in and out of amicability and agreement. Water will be the new oil.

“ I will make a ladder, for we certainly must climb over the wall.”

– Tinman*

consumer desires

The truth, in real time

Ethical decisions

Socially responsible options

Honesty

Visual

Video

Graphical representation

Fewer words

The human experience

Imperfection

Connection

Intimacy and gratitude

Silence over noise

Quiet

‘Off the grid’

Unplugged space

events to watch

WEB 3.0

Web 3.0 is the next generation of internet. Multiple searches will fade fast into the past. More like a personal assistant, with an uncanny knack of pre-empting your needs, Web 3.0 will know your preferences, and act accordingly.

Masdar City

A pioneer in sustainable living and one of one of the few sustainable cities on earth, Masdar City will serve as a model to people seeking to live with clean technology and renewable energy whilst maintaining a high standard of living. As we explore ways of coping with climate change and reducing the damage caused, environmentally friendly living will be at the forefront of lifestyle choices.

The restart of the Hadron Collider

The Hadron Collider will reach it’s maximum power in 2015. The world’s largest machine, built to measure the littlest particles is an accelerator that may be able to explain the secrets of the universe, such as how it began in the first place.

The Milan Expo 2015

The theme for the 2015 Milan Universal Exposition is ‘Feeding the planet, energy for life.’ The theme will address agricultural distress and hunger. Held in Milan, the expo expects to host 20,000,000 visitors with innovators and creators participating from 144 countries around the world.

archetypes of 2015

Dorothy: The Ordinary Hero

A positive outcome of the information flow will be the opportunity for ordinary people to do extraordinary things with the support of their peers, as opposed to their government. This movement may centre on innovation, compassionate practices and truth. People in support of ‘breaking the moulds’ in all facets of society and culture will be embraced by followers, both locally and globally, as a new type of idol emerges; they will value imperfection, progression, intimacy, ethics, information, corporate responsibility, authenticity, genuine dialogue and transparency. They are well connected and value conscious.

Nurturers, champions, rescuers and defenders, Dorothy will be fundamental to 2015.

The Tin Man: The Savvy

Hungry for immediate information, educated on his or her options and technology, the Tin Man will value the immediate now and participate with technology in a highly involved manner. The Tin Man responds to transparency, smart technology, connection, tradition, luxury, rituals and immediacy. They are savvy, well connected and value conscious.

Authoritarian and knowledgeable, the Tin Man will be the sheltered heart of 2015.

The Lion: The Maverick

The Lion is a maverick who will embrace change. Look out for the Lion in the grandma that spends the kid’s inheritance or the ten-year-old professor. The Lion will be the liberator, and will respond to transparency, ageless and timeless living, originality, imperfection, authenticity, genuine dialogue and silence over noise. They are well connected and value conscious.

Playful, imperfect and passionate, the Lion will be the courageous free spirit of 2015.

styles

Aunt Em & Uncle HenryNostalgicTraditionalSolidPracticalSimple

Glinda, the good witchEtherealFragileAnonymousPaleTranslucentMagic

The MunchkinLushLuxuriousBleeding colourFlowersRichly earthy

The WizardSurrealistMixologyHybridLavishMetallic

mega trends of 2015

Comic book heroes

Wearable technology

3D printing (houses, hearts and beyond)

1950’s vintage

Forever young

Bringing the outdoors in

Illustration, interaction, individualisation

The consummation of consumption

Gender selection

“ If we walk far enough, I am sure we shall sometime come to some place.”

– Dorothy*

ckaos

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Ckaos retains a creative edge offering efficient, personalised client service.

We believe creativity not only requires visual excitement but should also be intelligent and relevant to the client’s needs.

+613 9670 2599

design@ckaos.com.au

ckaos.com.au

Contact us today to discuss your strategic design requirements

ReferencesBaum, Frank L. The Wonderful Wizard of Oz, New York: Penguin Classics, Kindle edition.

“Global Trends 2015: A Dialogue About the Future With Nongovernment Experts”, Federation of American Scientists, accessed March 2014. www.fas.org/irp/cia/product/globaltrends2015

“MACRO TRENDS 2015+, Looking at society and tomorrow’s people”, Anne Lise Kjaer, accessed March 2014. www.kmhassociates.ca/resources/6/MACRO%20TRENDS%202015+.pdf

“2015 timeline contents”, Futuretimeline.net, accessed March 2014. www.futuretimeline.net/21stcentury/2015.htm#millennium

“3101.0 – Australian Demographic Statistics, Dec 2013”, Australian Bureau of Statistics, accessed March 2014. www.abs.gov.au/AUSSTATS/abs@.nsf/MF/3101.0

“5206.0 – Australian National Accounts: National Income, Expenditure and Product, Mar 2014”, Australian Bureau of Statistics, accessed March 2014. www.abs.gov.au/AUSSTATS/abs@.nsf/MF/5206.0

“The Aim Network: You Probably Won’t Read This. It’s about Climate Change”, John Lord, accessed March 2014. www.theaimn.com/you-probably-wont-read-this-its-about-climate-change

“Norrag: Future Education – Global Mega-Trends and the Post-2015 Agenda for Education”, Desmond Bermingham, accessed March 2014. www.norrag.org/es/publications/boletin-norrag/online-version/2012-the-year-of-global-reports-on-tvet-skills-jobs-consensus-or-diversity/detail/future-education-global-mega-trends-and-the-post-2015-agenda-for-education.html

“Global trends and challenges to sustainable development post-2015”, United Nations. Accessed May 2014. www.un.org/en/development/desa/policy/wess/wess_current/wess2013/Chapter1.pdf

“The Mint countries: Next economic giants?”, BBC News. Accessed May 2014. www.bbc.com/news/magazine-25548060

“Mintel Announces Know 2015 Four World Trend Predictions For 2015”, Mintel. Accessed May 2014. http://downloads.mintel.com/private/ud1xv/files/40791

“The 2015 Digital Marketing Rulebook. Change or Perish”, Occam's Razor by Avinash Kaushik, accessed May 2014. www.kaushik.net/avinash/2015-digital-marketing-rule-book

“How Marketers Can Take Data-Driven Content Creation to the Next Level”, Content Marketing Institute, accessed May 2014. http://contentmarketinginstitute.com/2013/09/marketers-data-driven- content-creation-next-level

“Six faces of the Future: Marketing in 2015”, Accessed April 2014. www.slideshare.net/DavidRogersBiz/six-faces-of-the-future- marketing-in-2015

“Route to 2015”, Google Think Insights, accessed April 2014. www.thinkwithgoogle.com/articles/route-to-2015.html

“The Future is Coming”, TED, accessed April 2014. http://ideas.ted.com/2014/03/24/the-future-is-coming-6-ways-it-will-change-everything

“The Venus Project”, The Venus Project, accessed April 2014. www.thevenusproject.com/about/the-venus-project

“4 Big Trends Shaping the Future of Design”, Co.Design, accessed April 2014. www.fastcodesign.com/3016623/innovation-by-design/where-is-design-going-next

“Forget the Quantified Self. We Need to Build the Quantified Us”, Wired, accessed April 2014. www.wired.com/2014/04/forget-the-quantified-self-we-need-to-build-the-quantified-us

“The Future Of Sustainable Design”, Forbes, accessed April 2014. www.forbes.com/sites/rahimkanani/2014/03/07/the-future-of-sustainable-design

“A promising Concept on the Path to Fusion Energy”, John Greenwald, accessed March 2014. www.phys.org/news/2014-03-concept-path-fusion-energy.html

“The Coming Rift in the Future of Education”, Jack Uldrich, accessed March 2014. www.jumpthecurve.net/health-care/the-coming-rift-in-the-future-of-education

“Four Alternative Global Futures: Global Trends 2015”, The National Intelligence Council, accessed March 2014. www.colorado.edu/AmStudies/lewis/ecology/2015four.pdf

“The network of global corporate control”, Stefania Vitali, James B. Glattfelder and Stefano Battiston, Sept 2011, accessed March 2014. www.arxiv.org/PS_cache/arxiv/pdf/1107/1107.5728v2.pdf

“Who controls the world?”, TED University, accessed March 2014. www.ted.com/talks/james_b_glattfelder_who_controls_the_world

“Future Internet”, Service Web 3.0, accessed March 2014. www.serviceweb30.eu/cms/index.php/future-internet.html

“Large Hadron Collider”, Science & Technology Facilities Council, accessed March 2014. www.stfc.ac.uk/646.aspx

Further readingStage of Life, accessed May 2014. www.stageoflife.com

Trend Tablet, accessed April 2014. www.trendtablet.com

Trend Hunter, accessed April 2014. www.trendhunter.com

The World Bank. Doing Business: An Independent Evaluation. Washington, DC: Independent Evaluation Group, World Bank, 2008.

European Union. Accountability Report 2012: Review of Progress of the EU and its Member States. Financing for Development Brussels: EU, 2012.

“Masdar City”, Mubadala, accessed March 2014. www.masdar.ae/en/#city/all

“The Universal Exposition Milan 2015”, accessed March 2014. www.expo2015.org/en

Footnotes* Frank L Baum, The Wonderful Wizard of Oz, New York: Penguin Classics),

Kindle edition.

^ The Wizard of Oz, 1939, Film. Directed by Victor FLEMING, USA, Metro Goldwyn Meyer

“ There is no place like home.” – Dorothy*