100 THINGS TO WATCHIN 2010

1

JANUARY 2010

WHAT WE’LL COVER

Background

Our Track Record

100 Things to Watch in 2010 (in alphabetical order)

BACKGROUND• As part of our annual forecast, JWT presents 100 Things to Watch in 2010.

• Many of the items on our list reflect broader shifts we’ve been following:

– Growing awareness and action around health and wellness and the environment

– Warp-speed developments in technology

– Accelerating demographic, political and economic political power shifts

– Industries redefining or reinventing themselves to survive or to fully leverage these power

shifts

• This year, many of our Things to Watch reflect repercussions of the Great

Recession, from ―energy dieting‖ to ―luxury goes East‖ to ―trip

bundling.‖

• While some of our Things to Watch may not yet reflect a broader trend,

we believe they eventually will ladder up to one.

• The people on our list—from pop culture, sports, politics and other

sectors—have the potential to drive or shape trends in the near future.

OUR TRACK RECORD

• In the past few years, we’ve been spot-on about what to watch.

• To name just a few Things to Watch from last year:

– Credit Card Dieting (As unemployment rose and as credit card companies added fees and

hiked interest rates, consumers were more likely to pay cash or sign up for the growing

number of layaway programs. On Dec. 9, MSNBC.com reported that ―Revolving debt, which

is made up almost entirely of credit card debt, has been falling steadily as people pay down

their credit card debt and limit their use of plastic. Outstanding debt has fallen for 13

straight months.‖)

– Freebies (We saw marketers of all stripes deploy the ―f‖ word this year, from Harley-

Davidson’s free-for-a-year offer to Stop & Shop’s free generic drugs promotion to restaurant

chains like IHOP offering a free kid’s meal with purchase of a regular entree.)

– Lady Gaga (This headline-grabbing performer, whose debut album was released in August

2008, was one of Barbara Walters’ ―10 Most Fascinating People of 2009.‖ Her album, The

Fame, will be in Billboard’s Top 10 for 2009, and she is Last.fm’s biggest artist for online

listening this year.)

OUR TRACK RECORD (CONT’D.)

• To name just a few Things to Watch from last year (cont’d.):

– Lala.com (We forecast that this music site, which lets users store and share music libraries,

would ―rise up the radar as a serious rival to iTunes.‖ In the end, Apple bought Lala.com

for an undisclosed sum.)

– Michelle Obama (Barbara Walters named the First Lady the Most Fascinating Person of

2009. Michelle O. has lived up to expectations that she would become a style icon—

Women’s Wear Daily dubbed her the First Fashion Plate—while bringing a breeze of fresh

air (and fresh vegetables) into the White House.)

– Netbooks (―Netbook computers, virtually a novelty alternative to notebook PCs only a year

ago, are the rising stars of the computer industry,‖ reported The New York Times in June.

According to Information Week, netbooks will account for 22 percent of all laptop,

notebook and netbook shipments this year, compared with just 5.6 percent in 2008.)

– No “Paper” in Newspapers (We said more newspapers would follow The Christian Science

Monitor and abandon daily print editions, and in March the Seattle Post-Intelligencer shut

down its print operations, becoming the largest daily paper in the U.S. to go online-only.

Now publishers are racing to find ways to better monetize their online content—watch for

novel ideas to proliferate in 2010.)

OUR TRACK RECORD (CONT’D.)

• To name just a few Things to Watch from last year (cont’d.):

– Microfinancing’s Second Wave (We forecast that microfinancing would gain a greater

foothold in developed nations, and in mid-2009, U.S.-based Kiva.org—a middleman

between people willing to loan small amounts and entrepreneurs in emerging markets—

responded to Americans’ difficulty with securing credit by expanding to include small,

struggling businesses on its home turf.)

– Other Things to Watch that came to the fore this year included Home as Castle (―Home

owners will be investing in their living spaces as they anticipate spending more weekends

within those walls‖), Affordable Nutrition (―While cheaper, junkier and more calorically

dense food will creep back onto grocery lists, consumers will also be seeking nutritious

options that fit their budgets‖), More Under One Roof (―Households will get larger as

people look to pool resources‖) and Incognito Luxury (―Consumers will be more discreet

about flaunting wealth ... logos will become more subtle and less gaudy‖).

OUR TRACK RECORD (CONT’D.)

• In 2008, we listed French President Nicolas Sarkozy (a runner-up for Time’s

2008 Person of the year); ―radical transparency‖; and the ―staycation.‖

• In 2007, we were right about Barack Obama, Amy Winehouse, Jennifer

Hudson, companies going green and age shuffling.

• Check out the following slides to see what you’ll be hearing more about in

2010. Or to see the interactive version of our 100 Things to Watch in 2010,

go to the ―2010 and beyond‖ section of JWTIntelligence.com.

100 THINGS TO WATCHIN 2010

8

IN ALPHABETICAL ORDER

1. 3D AT HOME

3D is the new HD. Having successfully

invaded the big screen, it’s on its way to

the small screen: James Cameron,

director of the new 3D film Avatar, will

promote Panasonic’s 3D sets, out next

year, which will compete with versions

from Sony and Samsung. British Sky

Broadcasting is planning to debut a 3D

satellite channel in the U.K. in 2010.

Photo credit: MarkWallace

2. AIRLINESUBSCRIPTIONS

United’s new $249 annual fee for

checked luggage locks in flyers and

streamlines the check-in procedure.

With profits down across the industry,

expect other airlines to follow suit.

Lounges, food and concierge services

could all become subscription benefits.

Photo credit: blmurch

3. ALTERNATIVE MEASURESOF PROSPERITY

France’s Joie de Vivre Index,

initiated by President Nicolas

Sarkozy, is intended to provide a

better assessment of well-being than

the classic measure of economic

health, the GDP (e.g., it considers

indicators such as health care and

family relationships). Sarkozy has

urged other G20 leaders to adopt

new indices too. Look for more

countries or companies to embrace

alternative measures of prosperity,

such as the Triple Bottom Line of

people, profits and planet.

Photo credit: rolands.lakis

4. ALTERNATIVE METALSIN JEWELRY

With gold prices volatile in recent years,

Asian jewelry makers are turning instead to

precious metals like palladium and titanium.

China’s imports of palladium, which is

cheap, durable and lightweight, have been

rising steadily; look for more jewelry

manufacturers to choose it over gold.

Photo credit: Somma

5. ASIA’S WIDENINGINCOME GAP

The already wide Asian income gap

will explode as inflation runs

rampant: Asia’s rich are fairly

unscathed, and because interest

rates remain paltry, they’re using

their cash to pick up more assets,

like property and commodities; the

poor will only get poorer as the price

of basic necessities skyrockets. More

social unrest could result, especially

in politically volatile countries such

as Thailand, the Philippines, India

and China.

Photo credit: A y A n

6. AUGMENTED REALITY

Augmented reality (AR), the superimposing of

digital information over physical reality, will

make its way into the hands of mass

audiences. AR smartphone apps can show

where subway entrances are located, reveal

prices of nearby homes or label landmarks for

tourists. Marketers are getting in on the act,

including GE and HP, whose AR game Roku’s

Reward has players chase virtual images

layered over reality on a phone’s screen.

Photo credit: Johann Chiang

7. BACON EVERYWHERE

The humble BLT is getting upstaged: Bacon

is being spotted in everything from cocktails

(made with bacon-infused liquor or the new

Bakon Vodka) to desserts, including bacon-

and-egg ice cream at the famous Fat Duck

in the U.K., a bacon chocolate bar from

Vosges Haut-Chocolat and Lollyphile’s

maple-bacon lollipop.

Photo credit: clevercupcakes

8. BIO-BASEDAIRPLANE FUEL

After three years of trials, carriers

including Continental, Japan Airlines,

Virgin Atlantic and Air New Zealand

are pushing for the use of biofuels in

commercial jets. Mexican carrier

Interjet and U.S.-based JetBlue will

run more flight tests in early 2010.

According to Boeing, a partner in the

initial trials, several plant-based fuels

may get certified for commercial use

by late 2010.

Photo credit: Micah Sittig

9. BOEING 787 DREAMLINER

Boeing’s first all-new jetliner since

the 777 is expected to use 20

percent less fuel than similarly sized

planes, in part because of a reliance

on lightweight plastic composite

materials. Delivery, originally

scheduled for May 2008, is now set

for Q4 2010; 840 orders had already

been placed as of November.

Photo credit: markjhandel

10. BOGOTÁ

With civil conflict in Colombia on

the wane, Bogotá is becoming a

vibrant capital. Colonial-era La

Candelaria, once a guerilla

battleground, now hosts hotels,

cafes and galleries. Chefs and

restaurateurs from around Latin

America, drawn by low rents, are

setting up camp in the Gourmet

Zone (Zona G). Bogotá also flaunts a

newly potent nightlife, driven by its

gay-friendly status and recent

legalization of same-sex unions.

Photo credit: lornapips

11. BRIGHTER COLORS

Saturated carnival colors—blues, oranges,

greens and yellows—will replace 2009’s paler

palette; think Cirque du Soleil and Alice in

Wonderland. We’ll also see more pink and

orange, a perky antidote to the collective

funk and a combo that designers Blumarine,

Isabel Marant and even Christian Dior

showed for the spring. Brightly colored

accessories and single pieces will help

shoppers spruce up neutral wardrobes

without breaking the bank.

Photo credit: ldhren

12. BUYCOTTING

The opposite of a boycott, a buycott

is supported by consumers who make

a conscious effort to buy from

companies whose environmental and

social policies they support.

Examples: Canadian supporters of

Israel prompted a buycott of Israeli

products; people who agreed with

Whole Foods CEO John Mackey’s

ideas on health care countered a

boycott of the store with a buycott

last summer.

Photo credit: House of Sims

13. CAREYMULLIGAN

This 24-year-old British actress follows up

her Golden Globe-nominated turn in An

Education with 2010 roles in Wall Street II:

Money Never Sleeps and Never Let Me Go

with Keira Knightley.

Photo credit: canmark

14. COCONUT WATER

As spring water sales continue to

cool, beverage marketers are

looking for the next big thing. Sales

of coconut water—which is low in

calories and high in potassium—have

doubled this year to roughly $20

million, according to Beverage

Marketing Corp. In September, Coca-

Cola bought a minority stake in

coconut water brand Zico.

Photo credit: Rodrigo_Soldon

15. COMPOSTING

This green habit has been gradually

picking up adherents; in 2010, watch

for widening adoption by both

households and municipalities as

people grow more aware of its

benefits (keeping organic materials

out of landfills, where they release

methane) and are won over by new

devices that make composting easier

and less offputting.

Photo credit: hoyasmeg

16. CONTEMPORARYINDIAN ART

While contemporary Chinese art has

enjoyed a high profile in the art

world in recent years, works from

that other Asian behemoth have

attracted mostly domestic interest.

That’s changing, especially among

buyers from elsewhere in Asia.

Shanghai’s Museum of Contemporary

Art had an ―India Now‖ exhibition

last summer, and the Saatchi Gallery

in London is spotlighting Indian

artists in a show starting in January.

Photo credit: Random House

17. CORDLESSPOWER

Goodbye, power cords and

disposable batteries. Using magnetic

resonance, a company called

WiTricity is developing a way for

electricity to travel several feet

through the air; products using its

technology could be out by late

2010. Wireless charging is already

here, with companies like Powermat

marketing pads that use magnetic

induction technology to charge

electronic devices.

Photo credit: hamron

18. CUSTOMIZEDPHARMACEUTICALS

Researchers will soon be able to

create drugs customized to the

patient’s DNA. Recent breakthroughs

in cancer research make it clear that

―one size fits all‖ drugs are not the

best approach. Customized medicine

is a map-over from customization in

other sectors, especially food and

nutrition (customized diets, for

example).

Photo credit: Dvortygirl

19. DEFICIT NEUTRAL

This term—meaning bills that pay for

themselves over a certain budget

period—has become a buzzword in the

debate over President Obama’s health

care proposals; watch for it to become

a mainstay of political debate in these

budget-challenged times.

Photo credit: *_Abhi_*

20. DONALD GLOVER

The 26-year-old writer, actor, director,

comic and musician, best known for his

work as a writer on 30 Rock, is co-

starring in NBC’s new sitcom Community.

Glover started out with the online

comedy group Derrick Comedy, which

was responsible for this fall’s quirky film

comedy Mystery Team.

Photo credit: Donald Glover

21. DRY SHAMPOO

Women are discovering dry shampoo—which removes

oil and build-up from hair sans water—as an on-the-

go solution for busy schedules, after-work refreshing

and anytime between regular washes. Exposure is

spreading through new Sephora distributions,

celebrity stylist Rachel Zoe and reality TV star Heidi

Montag, who has a product line in the works.

Photo credit: BitchBuzz

22. EAST AFRICA WIRED

Getting online in East Africa is slow

and expensive, but that’s changing

as high-speed Internet access finally

arrives. Two undersea cables were

completed this year, and one more

will go online in 2010. Kenya, the

region’s largest economy, can

potentially develop emerging

industries such as call centers and

technology businesses. Rwanda’s

nascent tech industry will also gain.

Photo credit: oneVillage Initiative

23. ELECTRIC CAR NETWORKS

Networks of charging and battery-

switching stations—where drivers

can quickly replace dead batteries—

are sprouting in countries such as

Denmark and Israel that are moving

toward mass adoption of electric

cars. Five U.S. cities will serve as

test markets for networks developed

by ECOtality, which plans to install

12,750 charge stations in urban

areas and key highway locations.

Photo Credit: frankh

24. ELECTRIC CARS

GM is set to launch the Chevy Volt in

the U.S., while Nissan will debut the

Leaf in the U.S., Europe and Japan.

Mitsubishi will extend the i MiEV into

more markets; partner Peugeot will

launch it in Europe under the name

iOn. Chinese newcomer BYD will sell

the e6 in the U.S., and Australian

automaker Energetique will

introduce the evMe in Europe.

Photo credit: visnup

25. ELECTRONIC LIBRARIES

Digital books are fast becoming

available to the public for free:

Libraries are starting to lend e-books

and downloadable audio books that

patrons can access from home;

Google is working with authorities on

its controversial plan to create the

world’s biggest digital library; and

the EU’s i2010 initiative includes a

digital libraries program to make

Europe’s ―cultural resources and

scientific records‖ electronically

accessible.

Photo credit: schex

26. ELLEN ON IDOL

When the ninth season of American

Idol premieres in January, fans and

skeptics alike will be watching to

see how comedian and TV show host

Ellen DeGeneres fares in the ―nice

judge‖ role vacated by Paula Abdul.

Photo Credit: Alan Light

27. ENERGY DIETING

The recession has prompted more

businesses and consumers to put

themselves on an ―energy diet‖

(buying more energy-efficient

machines, keeping lights off longer,

etc.). As they rack up savings—and

come to think of themselves as more

green—this practice will become

habit.

Photo credit: avlxyz

28. ETHICAL FASHION

As upmarket shoppers reject flashy

fashions, they’re increasingly

interested in feel-good luxury,

especially as ethical clothing expands

beyond casual wear. More affordable

options will also proliferate; Walmart,

H&M and American Apparel already

offer organic cotton lines. In the U.K.,

the ethical fashion market has more

than quadrupled in the last five years,

reaching £175 million, according to

Mintel.

Photo credit: DaveBleasdale

29. EUROPEAN FREE SPEECH

What Dutch newspapers are calling the

―trial of the century‖ will turn the focus of

the debate over Muslim assimilation in

Europe to free speech when it kicks off in

January. Right-wing Dutch parliamentarian

Geert Wilders is being prosecuted for hate

speech crimes for his provocative

opposition to Islam. The trial will add fuel

to a fire stoked recently by the Swiss vote

to ban minarets and French president

Nicolas Sarkozy's opposition to the burqa.

Photo credit: sjgibbs80

30. EXOTIC BERRY FLAVORS

Watch for several varieties of

hitherto unheard-of antioxidant-rich

berries—among them aronia,

yumberry and maqui berry—to

become the next acai berry: the

must-eat superfood that pops up in

everything from juices and teas to

cereal and energy bars.

Photo credit: joe calhoun

31. FERMENTATION

This age-old, inexpensive process of

preserving vegetables is coming back into

fashion. Cleaner and safer than canning, the

process also produces the healthful bacteria

known as probiotics. Root vegetables,

cabbage and fruits are all well-suited for

fermentation.

Photo credit: igb

32. FERNANDO TORRES

Spanish football striker Torres, who hit the

top of his game in the 2009 English Premier

League while playing for Liverpool, will don

his national team’s jersey for the 2010 World

Cup. ―El Niño,‖ who at 25 has clocked a

record 60 games for his national side, is sure

to command headlines.

Photo credit: Nigel Wilson

33. FOURSQUARE

Foursquare is a mobile gaming app that uses

geo-tagging technology to help users find and

share new bars, restaurants and other venues

with friends. Available for several dozen

cities worldwide so far, it will expand its

reach in 2010, and gain new users and venues

in existing locales. Foursquare is a leading

player in the emerging category of games

that leverage the convergence of

smartphones, GPS and the social Web.

Photo credit: cote

34. GAMBLING INSINGAPORE

Singapore will get its first casinos,

projects that follow the

government’s 2005 legalization of

casino gaming in a bid to boost the

city-state’s allure. Two mega-

casinos—Resorts World, on the

holiday island of Sentosa, and the

Marina Bay Sands—will attract the

attention of holidaymakers (and

gamblers) from the region and

beyond.

Photo credit: conorwithonen

35. GAMING SOFTWARE

With the rise of cheap apps, gaming is shifting

from a focus around hardware to a software-

centric industry. Watch for console sales to slip

and the number of game titles accessible

through the cloud or as apps to explode. And

as companies scramble to adapt games for

handhelds, expect fewer sophisticated releases

designed for home platforms.

Photo credit: tvol

36. GREEN RETROFITS

The retrofitting of homes and buildings to

make them more energy efficient will ramp

up. In the U.S., tax credits and stimulus

money for this purpose will help drive

change; California has allocated as much as

$3.1 billion to cut residential power needs,

including retrofitting programs. Changes in

regulations are also helping to motivate

commercial landlords and developers, plus

green buildings can command higher prices

and tend to move faster.

Photo credit: Center for Neighborhood Technology

37. GREENINGTHE PALATE

People will become increasingly aware of

the impact their food choices make on the

environment, well beyond local sourcing

issues. Some foods (notably red meat) have

a much bigger carbon footprint than

others; some choices are better in terms of

water consumption; and foods with palm

oil are being linked to rainforest

destruction. In Sweden, which is

formulating dietary guidelines that take

emissions into account, some restaurants

and food manufacturers are already listing

emissions information.

Photo credit: paPisc

38. HAND-ME-UPS

More people will start ―handing up‖ their

cell phones, digital cameras, computers

and other electronic gadgets to their

parents when they want to upgrade. The

older items are often easier to master for

those interested only in these tools’ basic

functions.

Photo credit: sergis blog

39. HANDWRITING

Many children today can’t write quickly

and clearly by hand, and their elders

aren’t much better. The art of

handwriting will make a return as an

offshoot of both the slow and traditionalist

movements.

Photo credit: a.drian

40. HARRY POTTERIN ORLANDO

Another year, another Potter

phenomenon: This time it’s the

Wizarding World of Harry Potter at

Universal Orlando’s Islands of

Adventure park, opening in spring

2010. Expect hordes of Potterites to

descend on the attractions, shops

and restaurants of Hogsmeade

Village.

Photo credit: ffg

41. HAUTE FASHION ON EBAY

High-profile designers have been

doing ―masstige‖ collections for

H&M, Target and other budget

retailers for a while, but look for the

lines between high and low to blur

even further in a post-recession

economy. Narciso Rodriguez, most

famous for Michelle Obama’s

election night dress, will sell a sub-

$350 line exclusively through eBay

this spring.

Photo credit: liewcf

42. HYBRID BOATS

Hybrid boats are a challenge to

engineer, given the power needed to

overcome water resistance, but a

few are already on the market, and

more are expected as stricter

standards for marine engines go into

effect. The Epic 23e, the first hybrid

sport boat, shipped in September;

other manufacturers offer a hybrid

pleasure boat, a yacht and a

catamaran-style speedboat.

Photo credit: Port of San Diego

43. IMPACT OF THE U.K. GENERAL ELECTION

While opinion polls suggest the

Conservative Party has double-digit

leads over Gordon Brown’s Labour

Party, six months is a lifetime in

politics. The result of the elections

will help shape global politics for the

near future.

Photo credit: World Economic Forum

44. IRONIC SPORTS

Disenchanted with the regulated

uniformity of traditional team

sports, athletes in cities worldwide

are inventing their own, generally a

combo of team and urban sports

that appeal to the players’ sense of

individuality. Sports like bicycle

polo, beach tennis and roller derby

will continue to gain momentum.

Photo credit: TurtleBayResort

45. JAPAN ONTHE SIDELINES

China will bump Japan from its

position as the world’s second

biggest economy. The recession, the

rising unemployment rate and

Japan’s aging population are helping

to push the former powerhouse to

the sidelines. While China’s

economy has grown about 10

percent a year for the last decade,

Japan’s per-capita GDP has fallen to

19th in the world.

Photo credit: artemuestra

46. JAPAN’SFIRST LADY

While Japan’s first spouses tend to

stay out of the spotlight, Miyuki

Hatoyama promises to be different.

She’s already made a name for

herself—as a musical actress and

―tarento‖ (talent) on the talk show

circuit, a cookbook author and a

self-described UFO passenger—and

her colorful personality is unlikely to

stay in the shadows now that

Japan’s old guard is out.

Photo credit: Lawrence Jackson, White House photographer

47. JAYCHOU

One of Asia’s biggest pop stars, Taiwanese

singer/actor Chou will make his Hollywood

debut as Kato—a role originally made

famous by Bruce Lee—in Michel Gondry’s

Green Hornet, due out Christmas 2010. In

Hong Kong, Chou has been the best-selling

Mandarin artist for the past four years.

Photo credit: buncheduptv

48. KINDLE RIVALS

The e-reader market is finally giving

Amazon’s Kindle some competition:

There’s Sony’s Reader Daily Edition,

which has a few advantages over the

Kindle, along with Barnes & Noble’s

recently released Nook. Plastic Logic

is launching the Que, Samsung is

entering the market, and Apple’s

upcoming tablet reportedly will also

compete in this space. Amazon

recently dropped the Kindle’s price

to better compete.

Photo credit: richardmasoner

49. LED BULBS

CFLs are rapidly replacing

incandescents, but LED bulbs use

even less energy, last longer (up to

50,000 hours) and don’t contain

mercury. The catch is their price tag

(roughly $40 to $100-plus per bulb),

but new breakthroughs are likely to

bring costs down. The U.S.

Department of Energy is testing the

first entry for its L Prize, a contest

to create a better LED-based

alternative to a 60-watt bulb, from

Philips.

Photo credit: trenttsd

50. LI NING

The Nike of China, named for the

country’s Olympic medalist hero, is

cautiously expanding globally,

thanks to a massive rebranding. Li

Ning products are based on the

Chinese concept of sport as a

person’s overall movement—active

moments integrated into everyday

life—rather than a formal,

categorized activity.

Photo credit: www.lining.com

51. LIFESTREAMING

Online sharing will accelerate with

the emergence of lifestreaming:

aggregating one’s social media

channels via applications like

Posterous and Tumblr, resulting in a

centralized stream of text, images,

videos and links. This new

communication channel bridges old-

school blogs and Twitter. AOL has a

lifestreaming platform, and Yahoo!

is said to have one in the works.

Photo credit: fbueno.net

52. LIONEL MESSI

This increasingly prolific 22-year-old

Argentinean will be a player to

watch during the 2010 World Cup. A

star for Barcelona, Messi is being

touted as the greatest left-footer

since Maradona, who has called him

the world’s best player; Messi has

already won the Ballon d’Or and

FIFA World Player of the Year

nominations, as well as Olympic

Gold.

Photo credit: prettyfriendship

53. LITTLE BOOTS

This British electro-pop artist has both

pop-star potential (with comparisons to

Lady Gaga and Kylie Minogue) and an indie

music following. She’s building momentum

among American and Japanese fans of

―smart pop,‖ who love her DIY vibe and

homemade YouTube videos, in which she

plays the Tenori-on, a ―beat visualizer‖

from Japan.

Photo credit: DesheBoard

54. LOCAL, NONPROFITONLINE NEWSPAPERS

Watch for more so-called public

media organizations that emulate

the Voice of San Diego, MinnPost in

the Twin Cities, the new Texas

Tribune and a well-funded upcoming

San Francisco venture, among

others. Meanwhile, legislation

before the U.S. Congress would help

existing newspapers gain nonprofit

status.

Photo credit: alex-s

55. LOSTSERIES FINALE

In 2007, ABC announced that Lost

would end its run in May 2010.

Expect Seinfeld-level buzz to

surround the sixth-season conclusion

to the complex thriller.

Photo credit: hairlichkeit

56. LUXURY GOES EAST

With developed-world consumers

eschewing conspicuous consumption

and China now home to more high-

net-worth individuals than the U.K.,

the high-end luxury market is

moving East. Record-breaking sales

in fine wine, antique diamonds and

art at Sotheby’s auctions in Hong

Kong point to an upper class that’s

looking to amass tangible assets,

flaunt their success and stand out

from the crowd. This is likely to

influence product development as

well as business models.

Photo credit: Hong Kong dear Edward

57. MARINA SILVA

Some are comparing this Brazilian

politician and environmentalist to

President Obama: She’s black,

charismatic and from a poor family.

Earlier this year she was awarded

the Sophie Prize, an environment

and development award. Although a

long shot, she’s expected to run in

the 2010 presidential election.

Photo credit: Egeu Laus

58. MIA WASIKOWSKA

2010’s biggest new ingénue may be Mia

Wasikowska, who plays the title role in

Tim Burton’s Alice in Wonderland, due

in March. She’ll also co-star in The Kids

Are All Right with Annette Bening and

Julianne Moore. The 20-year-old

Australian is so far best known for her

role as Sophie in HBO’s In Treatment.

Photo credit: Loren Javier

59. MICHAEL JACKSON TRIBUTE CONCERT

A mega-concert to honor Jackson,

originally slated for September 2009

in Vienna, will take place at

London’s Wembley Stadium in June,

a year after the King of Pop’s death.

Expect more hyped-up global

coverage.

Photo credit: ricardodiaz11

60. MOBILE MONEY

Increasingly, people will be able to

send money via their mobile phones

as quickly as they would a text

message. In the developing world,

this helps entrepreneurs overcome

infrastructure issues, and allows

banks and retailers to reach people

in remote rural areas; in the

developed world, it may breathe

new life into retail markets.

Photo credit: Asim Bijarani

61. MOBILE TICKETING

Flashing cell phones at airports and

event venues will replace paper

tickets. Traditional boarding passes

are becoming passé, with some

major airports using scanners to

read bar-coded passes and several

airlines shifting to paperless check-

in. Ticketmaster started large-scale

mobile ticketing in the U.S. in April;

Bollywood fans don’t need tickets

torn at Indian cinemas; and a new

service from ticket operator Paylogic

and Mobiqa, an innovator in mobile

ticketing, is rolling out in the

Netherlands. Photo credit: kawanet

62. MORE VIRTUALCURRENCIES

Watch for peer-to-peer virtual

currencies to expand beyond the

realms of online gaming and Second

Life. Hub Culture, for example, is a

global network of people who trade

goods, services and knowledge using

a digital currency called Ven. Social

networks with built-in trust and

reputation factors will help drive

this trend. Some are rallying around

Craig Newmark to create a digital

currency around Craigslist.

Photo credit: Ivan Walsh

63. NEW PORTRAIT OF HISPANIC AMERICA

For the first time, English-Spanish

Census forms will be distributed to

13 million households in high-density

Hispanic areas. The 2010 Census will

also define Hispanic as an ethnicity,

separate from race, potentially

boosting the number of Hispanics

counted.

Photo credit: Adrian Miles ©

64. “NUTRITION-WASHING”

Watch for a backlash from

government authorities and experts

against the proliferation of health and

nutrition claims from food and

beverage brands. Much as

―greenwashing‖ has made consumers

skeptical about brands’ environmental

claims, shoppers will increasingly take

health messaging with a grain of salt.

Photo credit: Dan4th

65. OBESOGENS

Watch for policies on environment

pollutants to be spurred by a

growing body of research on

obesogens, chemical compounds in

the environment—notably from

plastics—that can turn developing

cells into fat cells. These stay with a

child for life, making weight loss

difficult.

Photo credit: everyone’s idle

66. ORGANIC FAST FOOD

Organic is the new hook in quick-service

eateries, with chains such as Organic to

Go and O!Burger popping up around the

U.S. The wave is hitting Europe too. Look

for more chains in more regions.

Photo credit: kyz

67. PANDEMIC FATALISM

SARS, avian flu, swine flu ... we’ve

been bombarded with so many

candidates for a global pandemic

and so much media hyperventilation

that, for better or worse, we’ll soon

start to tune out.

Photo credit: Y

68. PAYING FOR ONLINE CONTENT

Content providers will attempt to engineer

a paradigm shift from free to fee. Five

major magazine and newspaper publishers

in the U.S. recently launched a venture

that would create an iTunes-like digital

store for their content. In the U.K., about

70 percent of respondents to an annual

survey by the Association of Online

Publishers said they plan to start charging

for content or already do so.

Photo credit: stevendepolo

69. THE PIRATE PARTY

While critics dismiss them as just a

bunch of kids proclaiming their

right to free file-sharing, this

grassroots movement is broadening

to embrace issues of the digital

age: censorship, privacy rights and

civil liberties on the Web. The

Pirate Party, active in 28 countries

in Europe and North America, is

already the third-largest in Sweden

(home of Pirate Bay, the

controversial file-sharing site),

where one member was elected to

the European Parliament last June

and another, last November. Photo credit: theimpressionist.co.uk

70. PLAYSTATION 3 MOTION CONTROLLER

In spring 2010, Sony will challenge

Nintendo’s Wii with a motion

controller that, when used in

combination with the PlayStation

Eye camera, can also detect a

player’s voice, body motion and face

and show the player’s image on the

TV screen.

Photo credit: włodi

71. POST-LULA BRAZIL

Called ―the most popular politician on

earth‖ by President Obama, Brazilian

president Luiz Inácio Lula da Silva has ably

guided his nation through the downturn.

But Lula’s term expires next year, and

everyone in Latin America will be

watching to see how Brazil defines its

future come the October elections.

Photo credit: World Economic Forum

72. PRO MODDING

Video game ―modding‖—modifying

software to create new content—

has thus far been strictly amateur,

but in 2010 several titles will allow

users to modify or add content and

sell their version through the

developer’s distribution network.

Modders will receive a share of

profits. For example, musicians can

sell their tracks in the Rock Band

virtual store (subject to peer

review) at prices they set

themselves.

Photo credit: mark sebastian

73. PUBLIC BICYCLES

These are becoming common street

furniture in cities worldwide as an

antidote to traffic, pollution and

obesity. Next year Boston and

London will roll out public-use bikes;

Paris and Barcelona both embraced

similar programs in the last two

years. This year, dozens of European

cities pledged in the Charter of

Brussels to boost the number of

commuter trips by bike to 15

percent by 2020. The first global

urban bicycling conference takes

place in June in Copenhagen.

Photo credit: infomatique

74. RECYCLING GRAY WATER

As water shortages become a growing

problem around the world, watch for more

focus on recycling ―gray water‖—

wastewater from bathing, dishwashing,

etc.—in residential and commercial

buildings. Government regulation is being

loosened to allow its use, primarily for

landscape irrigation and in toilets.

Photo credit: Wonderlane

75. RETAIL AS THIRD SPACE

Retail spaces will increasingly serve

as a ―third space‖ that’s only partly

about shopping. Cash-strapped

consumers can enjoy free services

and entertainment or just socialize,

while retailers attract more

potential shoppers. Apple stores are

a prime example; now Apple’s Steve

Jobs is leading a revamp of Disney

stores intended to make them more

experiential. In China, IKEA has

become a daytrip destination—

whether or not visitors have any

intention to buy.

Photo credit: Max Braun

76. RETURN OF THE WATER FOUNTAIN

The water fountain is undergoing a resurgence

and redesign as people seek alternatives to

single-use plastic bottles. New water-refilling

stations charge a small fee for replenishing

reusable bottles. Several so-called HydraChill

stations, installed in London in October,

charge 20 pence, which goes to an

environmental group.

Photo credit: Dan..

77. RUNAWAY DEMOCRACY

For better or worse, the public will

increasingly expect—and be

granted—a say in matters ranging

from governance (Americans had a

chance to submit ideas to the new

Obama administration) to business

(in 2010, U.K. Walmart subsidiary

Asda will involve customers in

product development and other

business decisions) to entertainment

(concertgoers voting via SMS on a

band’s encore song).

Photo credit: ponchosquealº

78. SILENT DANCE PARTIES

The idea of dancing to the beat

via headphones—allowing

partyers to pick their preferred

music genre while leaving the

neighbors undisturbed—is

moving beyond music festivals

and alternative venues. In the

U.K., silent discos have been

featured at weddings, Silent

Sound Systems sells home kits,

and several companies are

focused around organizing these

parties.

Photo credit: lu_lu

79. SKI CROSS AT WINTER OLYMPICS

The Vancouver Olympics will mark the

Winter Games debut of this sport, which

combines freestyle and alpine skills on

rigorous courses and is likely to bring new

excitement to the ski competitions.

Photo credit: Tim in Sydney

80. SLOW BEVERAGES

There’s ―slow food,‖ and now there

are slow-down beverages—anti-Red

Bulls. Brands including Slow Cow,

Drank, Jones GABA, Mary Jane’s

Relaxing Soda and OmegaChill are

fortified with ingredients such as

chamomile, melatonin and valerian

root that purportedly promote

calming; some take on the energy-

drink category directly by claiming

to also boost mental focus and

concentration.

Photo credit: Francis Bourgouin

81. SLOW COMMUNICATION

A backlash against today’s

proliferation of speedy and

thoughtless Tweets, status updates

and e-mails, and our always-on,

skim-and-pass-along communication

habits. Watch for more Web-based

products and services like

woofertime.com, a Twitter-parody

site that requires at least 1,400

characters per post, and Email

Addict from Google Labs, which

forces 15-minute e-mail breaks by

freezing the user’s e-mail window.

Photo credit: kafka4prez

82. SPANISH E-BOOKS

Watch for Spanish-speaking countries to join

the e-book age: In the first big announcement

related to digital books in Spanish, several of

Latin America’s major publishing houses have

joined together to offer a catalog of Spanish

e-books, due in May.

Photo credit: ceslava.com

83. SPIDER-MAN ON BROADWAY

The classic superhero will make his next

appearance on the Great White Way

come February. The director of

Broadway’s The Lion King will helm

Spider-Man: Turn Off the Dark, while

U2’s Bono and Edge will collaborate on

the music.

Photo credit: shane o mac

84. SPOTIFY

This year-old ad-based and subscription

streaming-music service allows users to

listen to music anytime, anywhere for free.

It’s big in Europe and is expanding to the

U.S. and Canada. A Spotify iPhone app was

recently released, and there’s talk of

building a social network around the service.

Photo credit: cellanr

85. STEPHEN STRASBURG

The No. 1 overall pick in the 2009

Major League Baseball draft

recently signed a record four-

year, $15.1 million contract with

the Washington Nationals. The

21-year-old rookie’s 2010

Nationals debut is keeping fans in

high anticipation.

Photo credit: MissChatter

86. STEVIA

A year after the U.S. FDA approved this

no-calorie herbal sweetener for use in

food and beverages, an array of stevia-

sweetened products touting ―all natural‖

claims are on their way to market.

Although manufacturers are still working

out taste issues, Mintel expects stevia

sales to jump from $21 million in 2008 to

upward of $2 billion by the end of 2011.

Photo credit: Akajos

87. TACTILE/VISUALDESIGN

With the proliferation of touch

screens, watch for more

tactile/visual experiences that

borrow from games to creep

into user interface design—

e.g., users unlock the T-Mobile

G1 phone by drawing specific

patterns on the screen. This

type of contextual pattern

matching is great for easy

recall and makes mundane

actions more fun, interactive

and intuitive.

Photo credit: bpedro

88. TRIP BUNDLING

Business travelers are saving

money and cutting down their

time away from home by trading

multiple short trips for longer

ones that combine two or three

destinations.

Photo credit: edkohler

89. TV FORTWEEN BOYS

TV marketers have many avenues

for reaching tween girls, but boys

are more elusive. Now Cartoon

Network is targeting this

demographic with live-action and

reality shows like Dude, What

Would Happen. Disney’s

rebranded channel Disney XD is

counting on partnerships with

ESPN and the anime series Naruto

Shippuden; its purchase of Marvel

Entertainment also brings icons

like Iron Man and Spider-Man into

the fold.

Photo credit: mobu27

90. TV/WEBINTEGRATION

At the same time that TV viewers are

migrating in droves to the Web, many

new TV sets are adding Web access

capabilities. As real-time, interactive

TV viewing gains steam, watch for

more live chat and Tweeting to

accompany broadcasts. Watch also for

more futuristic technology, like the

remote control IBM is developing that

automatically blogs or Tweets what

the user is watching.

Photo credit: sarahintampa

91. URBAN FRUIT GLEANING

Mix the traditional practice of collecting

leftovers from farmers’ fields with social

networking and you’ve got urban fruit

gleaning. Web sites in the U.S., U.K. and

Canada encourage produce proponents to

post about fruit trees in public areas that

can be harvested and surplus goods from

home gardens, and connect people who

want to swap too many tomatoes for a

bumper crop of apples.

Photo credit: MizGingerSnaps

92. U.S.-CUBA TIES

The Obama administration has

been working to make Cuba more

accessible to U.S. citizens and

businesses. As Congress continues

to debate lifting the trade

embargo, more Americans say it’s

time to establish ties with their

nearby neighbor. The island is a

potential market for everything

from agricultural products to

telecommunications to

automobiles.

Photo credit: futureatlas.com

93. VIDEO

Portable video cameras are in the

hands of more people than ever,

with the addition of video to the

iPhone 3GS and the updated iPod

Nano. Look for video content to

surge, further driving the boom in

online video viewership. And expect

more surreptitiously filmed

surveillance footage. A fitness chain

in Minnesota has already banned

Nanos from locker rooms.

Photo credit: tomsun

94. VIRTUAL HOUSE CALLS

More doctors are seeing patients

via the Web, whether they are

across town, across the country

or on the other side of the world.

While telemedicine gives people

in remote locations better access

to care, it’s increasingly being

seen as a way for busy patients

everywhere to get attention more

quickly. It could also be a

prescription for reducing health

care costs.

Photo credit: southerntabitha

95. VOLUNTEER REWARDS

A new model is emerging to encourage

volunteerism: Give something, get

something in return. U.S.-based Sage

Hospitality’s ―Give a Day, Get a Night‖ offer

provides free accommodation at their hotels

to people who donate a day of their time to

charity. In January, Disney kicks off ―Give a

Day, Get a Disney Day,‖ which will reward a

million certified U.S. volunteers with a free

day in a Disney park.

Photo credit: Loren Javier

96. WATER FOOTPRINT TRACKING

The latest eco-conscious label in the consumer

packaged goods industry tells consumers how

much water was used to produce a product.

Finnish food manufacturer Ravintoraisio is one of

the first companies to adopt the water footprint

indicator.

Photo credit: dumbledad

97. THE WATERLESS WASHING MACHINE

Using nylon polymer beads, which

pull stains off fabric, this machine

requires just a cup of water. It

saves energy as well: Since the

clothes come out virtually dry,

there’s little need for a dryer. The

washers, developed by U.K.

company Xeros, will initially be

marketed to commercial laundry

operations, beginning in 2010.

Photo credit: Izzard

98. THE WINE-TAIL

Sangria is old news: Mixing wine

with juices, hard spirits and soda

is going in new directions as

mixologists create various ―wine-

tails.‖ These cocktails come

without the high alcohol

content—appealing in these tone-

it-down times.

Photo credit: biskuit

99. THE WONDER GIRLS

With their good looks, slick packaging,

infectious pop songs and trend-setting videos,

this South Korean girl group has conquered

Asia and has its sights on the rest of the

world. The Girls, who recently became the

first Korean act to crack the Top 100 Billboard

chart in the U.S., will release their next U.S.

album in February.

Photo credit: amylynne.

100. ZACH GALIFIANAKIS

Hollywood’s newest lovable, schlubby nerd is a

40-year-old actor and comedian whose breakout

role in 2009’s The Hangover has led to co-

starring roles in Due Date with Robert Downey

Jr. and Dinner for Schmucks with Steve Carell,

both due in 2010.

Photo credit: www.zachgalifianakis.com

THANK YOU

109

Ann M. Mack, Director of Trendspotting, JWT Worldwide, ann.mack@jwt.com

WWW. JWT.COM | WWW.JWTINTELLIGENCE.COM | WWW.ANXIETYINDEX.COM

© 2010 J. Walter Thompson Company. All Rights Reserved.