September 2010

TABSkeeping

Trends + Anthropology + Brands + Strategy{ {

2

Welcome

Debbi Evans, Canvas8 Editor

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 DCosta, Marc Death, Jason Della Rocca, Christy Dena, Sara Diamond, Tom Doctoroff, Kristina Dryza, Alex Gordon, Dale Herigstad, David Jennings, Toby Kay, Daniela Krautsack, Meena Kadri, Ramsey Khoury, Gerd Leonhard, Trevor Lloyd-Jones, Andrew Losowsky, Brian Merchant, Kate Mew, Monocle, Alan Moore, Don Norman, David North, Daniel Nye Griffiths, Clay Parker Jones, Neil Perkin, Joseph B. Pine, Ruby Pseudo, PSFK, Mary Lou Quinlan, John Ryan, Jean-Robert Saintil, Marian Salzman, Mandy Saven, Baba Shiv, Arvind Singhal, Michael Solomon, Ysanne Spevack, Springwise, Luciana Stein, Ed Stocker, Danny Taewoo Kim, TED, Ana Terzi, Trendwatching, Fabrizio Valente, Mark Vanderbeeken, Ilya Vedrashko, Sheila Wan, Richard Watson, WGSN, WIRED, Faris Yakob, Mio Yamada.

DESIGN by Margherita Gaffarelliwww.apricot-juice.com/meg

Welcome to Canvas8s keeping TABS, a biannual summary of the most important trends and drivers currently influencing global consumer culture written for an audience of brands and ad agencies.

Were aware that most of you will be familiar with some of this content. The purpose of keeping TABS 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.

Weve 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 map on the following page is the result of this analysis.

Each of the TABS is supported by case studies, statistics and the consumer groups most affected; weve described mindsets where possible, but good old-fashioned demographics are often used for claritys sake. All external sources along with some excellent further reading can be found at the back. And finally, the Scrapbook: for all the other interesting bits which arent quite TABS yet.

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: keepingtabs@canvas8.com

Warmest wishes,

ContentsWelcomeTABS MapMass CustomisationSimple InterfacesBrand MeCodes of ConductInformed ConsumerismNatural MindsetSustainable CapitalismHyperawareness of HealthSocial ParticipationAttention EconomyRising Social ConscienceMobile LivingHyperlocalisationTrue StoriesPrivacy and ControlNeo-tribalismCollaborative Living and WorkingSlowEast/WestBlended RealityScrapbookExploreAbout Canvas8

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CONTENTS 4

TABS MapTABS

MassCustomisation

Rising Social Conscience

Informed Consumerism

Privacy andControl

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

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?

WHAT ARE THE SIGNS?

RELATED TRENDS

Brand Me Slow

Privacy and Control Simple Interfaces

up to

100%

Consumers would pay

for a customised product

MORE

2009 2010

*the online personalisedgreetings card service

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, 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 with a subtler understanding of their preferences or allowing individuals to shape each product for themselves. Blank canvases can be intimidating: giving people accessible tools to personalise their products has tipped this 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 and interested Gen X and Gen Y

Globally

The value of 67%Moonpig*

not a new concept but in revival with mobile

TESCO MOBILE SHOPPING APP

MSI FX600 LAPTOP

MY DENIM, MY MUSIC

CHOCOMIZE ADIDAS SYO

BUILD-A-BEARME & GOJI NETFLIX

JIBBITZNIKE iD

RED MOON PET FOOD SHOEDAZZLE

PANDORA.COM GRANNIES INC.

BUILDABRAND DESIGN A TEA

BENE FURNITURE GHOSTLY DISCOVERY

On Canvas8

Mass Customisation

READ MORE

CONTENTS 6

FOCUS 12/02/2010

[me] & goji

[me] & goji are a small artisan company creating custom blends of breakfast cereal. The broad appeal of this seemingly niche product is testament to the consumer desire for personalised goods with expert personality.

FOCUS 14/09/2010

4Food

4Food is a chain of healthy, natural and customisable fast-food restaurants. New Yorkers can fully customise their (locally-sourced) burger online, or using the iPad menus, and promote it via social networks in exchange for discounts.

FOCUS 01/03/2010

Ponoko

By enabling creators to connect directly with the closest local fabricators, Ponoko promotes the localisation and democratisation of the manufacturing process and taps into a revived interest for DIY design.

LEADERS 20/10/2009

Mass customisation: you never step into the same river twice

With choice fatigue, an expectation of personalised service and the changing needs of every individual from moment to moment, how can brands cater to consumers, stand apart in a crowded market and watch their costs? Thought Leader Joe Pine has the answer.

FOCUS 07/09/2009

Customised retail

What can retailers do to attract their target demographic? Glynn Davis explores how brands are adapting stores in Germany and the UK, but cautions against alienating potential customers with too niche an offering.

REPORT 17/07/2009

Variable service makes constant customers

Universal, fixed design and prescribed service models may appear to reinforce brand identity - but such predictability can be uninspiring. The key to an exceptional customer experience, says Kristina Dryza, lies in variability.

CONTENTS

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 and Control

Informed Consumerism

Blended Reality

RELATED TRENDS

Mobile Living

People do not want simplicity what they really want is understanding. People dont want to give

up the power. What they are against is being confused.

Simple means giving people the tools to help them reassess their priorities and understanding that these priorities will

differ between customers. The Simple trend is most evident in the development of technology products, but can also be used to shape creative thinking. Brands (particularly in the technology sector) are starting to provide clearly presented, easily digestible information to help consumers make informed decisions. Simple is about manageability, limited options, streamlining and ease of use: making form and function work together.

Presented with a myriad of options, consumers are suffering from choice fatigue. People are making decisions to help them simplify and streamline their lives, spurred on by economic austerity. 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 VAGE

ING DIRECT RED MARKET

THE EYE BY DoCoMo BMW iDRIVE

TWIFFICIENCYKINDLE PEEK

BANK SIMPLEFONYOU

TEXT 2.0SIXTH SENSE

7

CONTENTS 8

FOCUS 04/08/2010

fonYou

fonYou is an award-winning Spanish mobile telephony brand which offers users a useful and innovative way of managing all their mobile phone activity, rather than ju