Keeping TABS Email Mon 20

8/8/2019 Keeping TABS Email Mon 20

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September 2010

TABSkeeping

Trends + Anthropology + Brands + Strategy{{


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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, 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.

DESIGNby Margherita Gaffarelliwww.apricot-juice.com/meg

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

Were aware that most of you will be familiar wi th some of this content. The purpose of keepingTABS is not to sketch out crystal ball predictions, but to put the last six months of global cultureinto a usable context. Whilst we first identified some of these trends over six months ago, theynevertheless continue to have a profound impact on global behaviour.

Weve trawled academic journals, panned the gold from hundreds of pop culture and industryblogs, and probed the minds of globally recognised Thought Leaders before stepping back andpiecing 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 mostaffected; weve described mindsets where possible, but good old-fashioned demographics areoften used for claritys sake. All external sources along with some excellent further reading canbe found at the back. And finally, the Scrapbook: for all the other interesting bits which arentquite TABS yet.

I hope you draw as much inspiration from reading this document as we have in putting ittogether. Prod it, pass it around and scribble on it and please do let us know what you think:[email protected]

Warmest wishes,


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Contents

Welcome

TABS Map

Mass Customisation

Simple Interfaces

Brand Me

Codes of Conduct

Informed Consumerism

Natural Mindset

Sustainable Capitalism

Hyperawareness of Health

Social Participation

Attention Economy

Rising Social Conscience

Mobile Living

Hyperlocalisation

True Stories

Privacy and Control

Neo-tribalism

Collaborative Living and Working

Slow

East/WestBlended Reality

Scrapbook

Explore

About Canvas8

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CONTENTS 4

TABS Map

TABS

MassCustomisation

Rising SocialConscience

InformedConsumerism

Privacy andControl

SimpleInterfaces

MobileLiving

NaturalMindset

Neo-tribalism

Brand Me Hyperlocalisation

SustainableCapitalism

CollaborativeLiving and Working

SocialParticipation

East/West

Codesof Conduct

True Stories

Hyperawarenessof Health

Slow

AttentionEconomy

BlendedReality

Related to


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CONTENTS 5

Mass Customisation

HOW HAS IT BEEN DEVELOPING?

WHO IS IT IMPACTING?

WHAT IS IT?

WHERE IS THE TREND

IN ITS LIFECYCLE?

PEAK

Phase

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 onething 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 (butimportantly, 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 shapeeach product for themselves. Blank canvases can be intimidating: giving people accessible tools to personalise their products hastipped this growing trend into the mainstream.

The mass market approach of consideringconsumers as a homogenous group is trulyover. People approach brands differently eachtime they interact with them their personalmoods, mindsets, experiences are constantlyin a state of flux, as are their needs andexpectations.

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
http://www.tesco.com/apps/iphone/http://www.msi.com/index.php?func=proddesc&maincat_no=135&prod_no=2122http://www.kin-design.com/docs/hilfiger.htmlhttp://www.chocomize.com/http://www.adidas.com/Eyewear/hw07/content/style_your_own/syo.asphttp://www.buildabear.co.uk/http://www.meandgoji.com/?source=webgains&siteid=16166http://www.netflix.com/http://www.jibbitz.com/home/homepage,default,pg.htmlhttp://store.nike.com/gb/en_GB/?cp=EUID_KW_NS09_UK_Google_B&l=shop,nikeidhttp://www.redmoonpetfood.com/http://www.shoedazzle.com/http://www.pandora.com/people/http://www.granniesinc.co.uk/http://buildabrand.com/http://www.designatea.com/http://bene.com/office-furniture/uk/http://ghostly.com/discovery/playhttp://ghostly.com/discovery/playhttp://bene.com/office-furniture/uk/http://www.designatea.com/http://buildabrand.com/http://www.granniesinc.co.uk/http://www.pandora.com/people/http://www.shoedazzle.com/http://www.redmoonpetfood.com/http://store.nike.com/gb/en_GB/?cp=EUID_KW_NS09_UK_Google_B&l=shop,nikeidhttp://www.jibbitz.com/home/homepage,default,pg.htmlhttp://www.netflix.com/http://www.meandgoji.com/?source=webgains&siteid=16166http://www.buildabear.co.uk/http://www.adidas.com/Eyewear/hw07/content/style_your_own/syo.asphttp://www.chocomize.com/http://www.kin-design.com/docs/hilfiger.htmlhttp://www.msi.com/index.php?func=proddesc&maincat_no=135&prod_no=2122http://www.tesco.com/apps/iphone/


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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 broadappeal of this seemingly niche product is testament to the consumer desire for personalisedgoods with expert personality.

FOCUS 14/09/2010

4Food

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

FOCUS 01/03/2010

Ponoko

By enabling creators to connect directly with the closest local fabricators, Ponoko promotes thelocalisation and democratisation of the manufacturing process and taps into a revived interestfor 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 everyindividual from moment to moment, how can brands cater to consumers, stand apart in acrowded 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 areadapting stores in Germany and the UK, but cautions against alienating potential customers withtoo 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, saysKristina Dryza, lies in variability.

CONTENTS
http://www.canvas8.com/#fn=C8.content.search&search=Mass%20Customisationhttp://canvas8.com/public/2010/02/12/me-and-goji.htmlhttp://canvas8.com/public/2010/02/12/me-and-goji.htmlhttp://canvas8.com/public/2010/02/12/me-and-goji.htmlhttp://canvas8.com/public/2010/02/12/me-and-goji.htmlhttp://canvas8.com/public/2010/02/12/me-and-goji.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/03/01/ponoko.htmlhttp://canvas8.com/public/2010/03/01/ponoko.htmlhttp://canvas8.com/public/2010/03/01/ponoko.htmlhttp://canvas8.com/public/2010/03/01/ponoko.htmlhttp://canvas8.com/public/2010/03/01/ponoko.htmlhttp://canvas8.com/public/2009/10/20/Mass_customisation___You_never_step_into_the_same_river_twice.htmlhttp://canvas8.com/public/2009/10/20/Mass_customisation___You_never_step_into_the_same_river_twice.htmlhttp://canvas8.com/public/2009/10/20/Mass_customisation___You_never_step_into_the_same_river_twice.htmlhttp://canvas8.com/public/2009/10/20/Mass_customisation___You_never_step_into_the_same_river_twice.htmlhttp://canvas8.com/public/2009/10/20/Mass_customisation___You_never_step_into_the_same_river_twice.htmlhttp://www.canvas8.com/public/2009/09/07/targeted-retail.htmlhttp://www.canvas8.com/public/2009/09/07/targeted-retail.htmlhttp://www.canvas8.com/public/2009/09/07/targeted-retail.htmlhttp://www.canvas8.com/public/2009/09/07/targeted-retail.htmlhttp://www.canvas8.com/public/2009/09/07/targeted-retail.htmlhttp://canvas8.com/public/2009/07/17/variable-service.htmlhttp://canvas8.com/public/2009/07/17/variable-service.htmlhttp://canvas8.com/public/2009/07/17/variable-service.htmlhttp://canvas8.com/public/2009/07/17/variable-service.htmlhttp://canvas8.com/public/2009/07/17/variable-service.htmlhttp://canvas8.com/public/2009/07/17/variable-service.htmlhttp://www.canvas8.com/public/2009/09/07/targeted-retail.htmlhttp://canvas8.com/public/2009/10/20/Mass_customisation___You_never_step_into_the_same_river_twice.htmlhttp://canvas8.com/public/2010/03/01/ponoko.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/02/12/me-and-goji.htmlhttp://www.canvas8.com/#fn=C8.content.search&search=Mass%20Customisation


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CONTENTS

Simple Interfaces

different combinations


WHERE IS THE TREND

IN ITS LIFECYCLE?

PLATEAU

Phase

Time


WHAT IS IT?

can be rearranged into

SIX EIGHT-STUDLEGO BRICKS

WHAT ARE THE SIGNS?

Slow

MassCustomisation

Privacy and Control

InformedConsumerism

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 reassesstheir priorities and understanding that these priorities will

differ between customers. The Simple trend is most evident inthe development of technology products, but can also be usedto shape creative thinking. Brands (particularly in the technologysector) are starting to provide clearly presented, easily digestibleinformation to help consumers make informed decisions. Simple isabout 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 themsimplify and streamline their lives, spurredon by economic austerity. The Simple trendis about intuitive interfaces and complexfilters. It is not about basic.

Don Norman,Co-founder of Nielsen Norman Groupand former VP, Apple

WHERE IS IT

HAPPENING?The developed world, where choice isabundant 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
http://www.apple.com/ipad/http://www.youtube.com/watch?v=ZPaJPxhPq_g&feature=player_embeddedhttp://www.industrialdesignserved.com/Gallery/Vage/168049http://www.redmarket.be/http://docs.google.com/viewer?a=v&q=cache:-WzUMTZCqmAJ:www.nttdocomo.com/binary/press/mobility_doc_18.pdf+docomo+eye&hl=en&gl=uk&pid=bl&srcid=ADGEESj__OK_SOOpBsUUMfseDtp5S1iqFsE9EaUkP8_1lz5rvNoeVHB_LGI7I11R6aAIa_urOWqV-AHDqIVrZ_mfsyp4KJ44_X-4RaRwyp3SJ6CWHnioOVDdOKkKpsJXuzfL_zoRqVeD&sig=AHIEtbSZhnvLzNo8nynIWsxf44WghGB5ywhttp://www.bmw.com/com/en/insights/technology/technology_guide/articles/idrive.htmlhttp://twifficiency.com/http://www.amazon.co.uk/dp/B002Y27P46/?tag=googhydr-21&hvadid=5499121686&ref=pd_sl_wie95adkd_ehttp://www.getpeek.com/https://www.banksimple.com/http://www.fonyou.com/EN/index.htmlhttp://text20.net/http://www.pranavmistry.com/projects/sixthsense/http://www.pranavmistry.com/projects/sixthsense/http://text20.net/http://www.fonyou.com/EN/index.htmlhttps://www.banksimple.com/http://www.getpeek.com/http://www.amazon.co.uk/dp/B002Y27P46/?tag=googhydr-21&hvadid=5499121686&ref=pd_sl_wie95adkd_ehttp://twifficiency.com/http://www.bmw.com/com/en/insights/technology/technology_guide/articles/idrive.htmlhttp://docs.google.com/viewer?a=v&q=cache:-WzUMTZCqmAJ:www.nttdocomo.com/binary/press/mobility_doc_18.pdf+docomo+eye&hl=en&gl=uk&pid=bl&srcid=ADGEESj__OK_SOOpBsUUMfseDtp5S1iqFsE9EaUkP8_1lz5rvNoeVHB_LGI7I11R6aAIa_urOWqV-AHDqIVrZ_mfsyp4KJ44_X-4RaRwyp3SJ6CWHnioOVDdOKkKpsJXuzfL_zoRqVeD&sig=AHIEtbSZhnvLzNo8nynIWsxf44WghGB5ywhttp://www.redmarket.be/http://www.industrialdesignserved.com/Gallery/Vage/168049http://www.youtube.com/watch?v=ZPaJPxhPq_g&feature=player_embeddedhttp://www.apple.com/ipad/


8/52CONTENTS 8

FOCUS 04/08/2010

fonYou

fonYou is an award-winning Spanish mobile telephony brand which offers users a useful andinnovative way of managing all their mobile phone activity, rather than just bills, from one placeon the web.

FOCUS 29/07/2010

PILO: location, filters and relevance

PILO is a Swedish prototype location service with more relevant filtering than its predecessors,tracking mobile user movements over time to build up patterns. However, early tests raise someissues around commercial opportunity.

FOCUS 26/08/2010

A Bit More

Brevilles toasters have a unique feature that is becoming a usability design classic. The A BitMore button solves a problem so simple and obvious it needs no explanation. In fact, many citeit as the primary reason for purchase.

REPORT 05/03/2010

Is that a tastemaker in your pocket? Mobile and filtering

As the gatekeeper to the mass of data and applications, smartphones are the multitasking,multipurpose widget of the present and the future. Ilya Vedrashko explores the ways mobiletechnology can manage and filter the vast amounts of content available.

REPORT 08/09/2010

Don Norman: Living with Complexity

Don Norman, one of Business Weeks 27 Most Influential Designers, talks about the role ofdesign in communicating complexity, not complication, and the importance of playfulness.

REPORT 28/09/2009

The rise of simple tech

While companies such as Apple and Microsoft are vying to create the ultimate one-stop device,Canvas8 tracks the rise of simple tech at the other end of the market; a curiously thrivingsegment where excess features are not an option.

CONTENTS

On Canvas8

Simple Interfaces

READ MORE
http://canvas8.com/public/2010/08/04/fon-you.htmlhttp://canvas8.com/public/2010/08/04/fon-you.htmlhttp://canvas8.com/public/2010/08/04/fon-you.htmlhttp://canvas8.com/public/2010/08/04/fon-you.htmlhttp://canvas8.com/public/2010/08/04/fon-you.htmlhttp://www.canvas8.com/public/2010/07/29/pilo-filtering-location-and-relevance.htmlhttp://www.canvas8.com/public/2010/07/29/pilo-filtering-location-and-relevance.htmlhttp://www.canvas8.com/public/2010/07/29/pilo-filtering-location-and-relevance.htmlhttp://www.canvas8.com/public/2010/07/29/pilo-filtering-location-and-relevance.htmlhttp://www.canvas8.com/public/2010/07/29/pilo-filtering-location-and-relevance.htmlhttp://www.canvas8.com/public/2010/08/26/breville-a-bit-more.htmlhttp://www.canvas8.com/public/2010/08/26/breville-a-bit-more.htmlhttp://www.canvas8.com/public/2010/08/26/breville-a-bit-more.htmlhttp://www.canvas8.com/public/2010/08/26/breville-a-bit-more.htmlhttp://www.canvas8.com/public/2010/08/26/breville-a-bit-more.htmlhttp://canvas8.com/public/2010/03/05/smartphones-and-filtering.htmlhttp://canvas8.com/public/2010/03/05/smartphones-and-filtering.htmlhttp://canvas8.com/public/2010/03/05/smartphones-and-filtering.htmlhttp://canvas8.com/public/2010/03/05/smartphones-and-filtering.htmlhttp://canvas8.com/public/2010/03/05/smartphones-and-filtering.htmlhttp://canvas8.com/public/2010/09/08/conversation-with-don-norman.htmlhttp://canvas8.com/public/2010/09/08/conversation-with-don-norman.htmlhttp://canvas8.com/public/2010/09/08/conversation-with-don-norman.htmlhttp://canvas8.com/public/2010/09/08/conversation-with-don-norman.htmlhttp://canvas8.com/public/2009/09/28/rise-of-simple-tech.htmlhttp://canvas8.com/public/2009/09/28/rise-of-simple-tech.htmlhttp://canvas8.com/public/2009/09/28/rise-of-simple-tech.htmlhttp://canvas8.com/public/2009/09/28/rise-of-simple-tech.htmlhttp://canvas8.com/public/2009/09/28/rise-of-simple-tech.htmlhttp://www.canvas8.com/#fn=C8.content.search&search=Simple%20Interfaceshttp://www.canvas8.com/#fn=C8.content.search&search=Simple%20Interfaceshttp://canvas8.com/public/2009/09/28/rise-of-simple-tech.htmlhttp://canvas8.com/public/2010/09/08/conversation-with-don-norman.htmlhttp://canvas8.com/public/2010/03/05/smartphones-and-filtering.htmlhttp://www.canvas8.com/public/2010/08/26/breville-a-bit-more.htmlhttp://www.canvas8.com/public/2010/07/29/pilo-filtering-location-and-relevance.htmlhttp://canvas8.com/public/2010/08/04/fon-you.html


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Brand Me

WHAT IS IT?


WHERE IS THE TREND

IN ITS LIFECYCLE?

PEAK

Phase

Time


WHAT ARE THE SIGNS?

WHERE IS ITHAPPENING?

RELATED TRENDS

SocialParticipation

Neo-tribalism

Codes of Conduct

MassCustomisation

Privacy and Control

True Stories

d a

The relationship one has with friends is

about history and personal heritage, andabout experiences, and in this online space

brand me or brand us will become a

relationship of friendship as well as

commercial transaction.

Individuals are more aware of their imageand social media has put control firmly intheir hands. Whether for commercial orsocial purposes they carefully curate andoptimise their personal image across amultitude of channels. In an increasingly

participatory society, social currency plays a key role its not justabout peer reviews of products, its about peer reviews of peers.People like brands but they are no longer fans. Brand Me linksclosely to We Are All Media (see Scrapbook).

Always-on connectivity and instant status updates via handsets make the management of Brand Me a full time consideration. Theintroduction of geolocation services for smartphones has added another layer to this macrotrend, as people continue to define

themselves with where, not just who, they are - posting visual updates of nights out, or tagging locations is a way of demonstratingexpertise or cool. Brands who enable this communication, or share the values people seek to project, will be chosen to represent them.

Dr. Alex Gordon,Semiotician, Founder of Sign Salad andCanvas8 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 useris connected to

on virtual goods in 2009

over

The Chinese

The UKspent

$5bn$800

million

spent

CLAUDIA ROGGES H UMAN PATTERNS

HANGING OUT AT THE MAC STORE

COLLEGE STUDENTSICING EACH OTHER

MYSPACE LAYOUTS

FARMVILLE TRACTOR SALES

MYBRANDZ.COMBRAND TATTOOS

FLATTR WHUFFIE BANK

BUILDABRAND

FACEBOOK LIKE

CONTENTS 9
http://www.claudia-rogge.de/interview-im-zoom-magazinehttp://money.cnn.com/2010/05/26/news/companies/bros_icing_bros.fortune/http://money.cnn.com/2010/05/26/news/companies/bros_icing_bros.fortune/http://www.myspace.com/themeshttp://mybrandz.com/http://www.jagerforlife.com/http://flattr.com/http://www.thewhuffiebank.org/http://buildabrand.com/http://developers.facebook.com/docs/reference/plugins/likehttp://developers.facebook.com/docs/reference/plugins/likehttp://buildabrand.com/http://www.thewhuffiebank.org/http://flattr.com/http://www.jagerforlife.com/http://mybrandz.com/http://www.myspace.com/themeshttp://money.cnn.com/2010/05/26/news/companies/bros_icing_bros.fortune/http://money.cnn.com/2010/05/26/news/companies/bros_icing_bros.fortune/http://www.claudia-rogge.de/interview-im-zoom-magazine


10/52

On Canvas8

Brand Me

READ MORE

CONTENTS 10

FOCUS 15/07/2010

Flattr

You have to give to get. So preaches Flattr, the Swedish peer micropayment system fromformer Pirate Bay chief Peter Sunde. Its still in beta, but gaining traction - most recently with twomajor German newspapers.

FOCUS 02/09/2010

Buildabrand

Buildabrand is a service offering businesses of all sizes, and individuals, the ability to createa brand from scratch. It taps into mainstream awareness of personal branding as a result ofexposure to marketing messages.

FOCUS 26/01/2010

The Whuffie Bank

The Whuffie Bank has launched a new currency based on reputation with the aim of rewardingcreative and favourable online behaviour. The non-profit company was recognized as one of the50 most innovative startups in 2009 by TechCrunch.

REPORT 22/03/2010

Beyond Facebook: social networking trends in Brazil, India and China

A recent map of social networks reveals the spread of the US giant. But in some territories,other networks cling resolutely to their user stronghold. Is this mere chance, or does it tell ussomething about cultural preferences?

LEADERS 20/01/2010

Digital identity management what is reality and why should we care?

Image matters. And as the once-exclusive tools of impression management filter out to the digitalmasses, Michael Solomon documents some emerging behavioural strands and their potentialimpact on brand messaging, both on and offline.

REPORT 20/09/2010

Moderating Brand Me: why Facebook fails us

New social networks Diaspora and Hibe counteract the blanket approach to Brand Me found onFacebook. Jenny Winfield dissects the components of online identity and explains why a facetedapproach to social networks is long overdue.
http://www.canvas8.com/#fn=C8.content.search&search=Brand%20Mehttp://canvas8.com/public/2010/07/15/flattr.htmlhttp://canvas8.com/public/2010/07/15/flattr.htmlhttp://canvas8.com/public/2010/07/15/flattr.htmlhttp://canvas8.com/public/2010/07/15/flattr.htmlhttp://canvas8.com/public/2010/07/15/flattr.htmlhttp://canvas8.com/public/2010/09/02/buildabrand.htmlhttp://canvas8.com/public/2010/09/02/buildabrand.htmlhttp://canvas8.com/public/2010/09/02/buildabrand.htmlhttp://canvas8.com/public/2010/09/02/buildabrand.htmlhttp://canvas8.com/public/2010/09/02/buildabrand.htmlhttp://canvas8.com/public/2010/01/26/whuffie.htmlhttp://canvas8.com/public/2010/01/26/whuffie.htmlhttp://canvas8.com/public/2010/01/26/whuffie.htmlhttp://canvas8.com/public/2010/01/26/whuffie.htmlhttp://canvas8.com/public/2010/01/26/whuffie.htmlhttp://www.canvas8.com/public/2010/03/22/beyond-facebook.html?http://www.canvas8.com/public/2010/03/22/beyond-facebook.html?http://www.canvas8.com/public/2010/03/22/beyond-facebook.html?http://www.canvas8.com/public/2010/03/22/beyond-facebook.html?http://www.canvas8.com/public/2010/03/22/beyond-facebook.html?http://www.canvas8.com/public/2010/01/20/digital-image-management.htmlhttp://www.canvas8.com/public/2010/01/20/digital-image-management.htmlhttp://www.canvas8.com/public/2010/01/20/digital-image-management.htmlhttp://www.canvas8.com/public/2010/01/20/digital-image-management.htmlhttp://www.canvas8.com/public/2010/01/20/digital-image-management.htmlhttp://www.canvas8.com/content/2010/09/20/faceted-identity.htmlhttp://www.canvas8.com/content/2010/09/20/faceted-identity.htmlhttp://www.canvas8.com/content/2010/09/20/faceted-identity.htmlhttp://www.canvas8.com/content/2010/09/20/faceted-identity.htmlhttp://www.canvas8.com/content/2010/09/20/faceted-identity.htmlhttp://www.canvas8.com/content/2010/09/20/faceted-identity.htmlhttp://www.canvas8.com/public/2010/01/20/digital-image-management.htmlhttp://www.canvas8.com/public/2010/03/22/beyond-facebook.html?http://canvas8.com/public/2010/01/26/whuffie.htmlhttp://canvas8.com/public/2010/09/02/buildabrand.htmlhttp://canvas8.com/public/2010/07/15/flattr.htmlhttp://www.canvas8.com/#fn=C8.content.search&search=Brand%20Me


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Codes of Conduct


WHAT IS IT?


WHAT ARE THE SIGNS?

RELATED TRENDS

B ra nd Me R is in g S oci alConscience

Privacy and Control SocialParticipation

Blended Reality

WHERE IS THE TREND

IN ITS LIFECYCLE?

STRONG

GROWTHPhase

Time

Theres no doubt in my mind that kindness

is the new currency. As life becomestougher, which Im afraid its 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 are increasingly judicious in how they areaccessed - particularly now that so many parents are online. 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 theres a renewed respect for propermanners. Being outspoken and opinionated is the new norm, but theres a palpable awareness that rudeness can leave indelible traceson reputation.

Physical codes of conduct, initially mimickedonline, are being modified in the digital spaceand impacting real-world behaviour, whichhas become noticeably more playful and open.As online activity is increasingly recognised aspart of Brand Me, people are improving theirdigital etiquette.

Eugenie Harvey,Founder of WeAreWhatWeDo and 10:10

WHERE IS IT

HAPPENING?Globally, particularly in more Westernisedsocieties where social sharing is rife

All internetusers

particularly

Gen Y and Boomers

VIRGINS PHONE ETIQUETTE

POST SECRETTROLLI NG S EXTI NG

TOKYO METRO DO IT AT HOME

SURGING POPULARITYOF HERITAGE BRANDS

GERTRUDE AND ALICES HOMELYSYDNEY BOOKSHOP

PENGUIN CLASSICS SALES

DDBS GROWN-UP PLAYLANDFOR McDONALDS

PRINGLES TMI OVERSHARERS CAMPAIGN

CHAT ROULETTE

DR. PEPPER STATUSTAKEOVER

MEIN MAGAZINE

have used the anonymity of the web tolash out at companies or brands

of people23% Sales of

Penguin classics

in 2009

experienced DOUBLE D IGIT GROWTHthink the population

is getting less civilised

o American75%

adults

under 25siPhone users

32%of people regret somethingtheyve posted online.

This rises to

59% 54%

CONTENTS 11
http://www.pleaseshutup.com/termshttp://www.postsecret.com/http://www.tokyometro.jp/anshin/kaiteki/poster/manner_200807.htmlhttp://www.gertrudeandalice.com.au/http://www.gertrudeandalice.com.au/http://www.youtube.com/watch?v=h2X9sOkumTkhttp://www.youtube.com/watch?v=h2X9sOkumTkhttp://adage.com/globalnews/article?article_id=143701http://chatroulette.com/http://www.guardian.co.uk/business/2010/jul/18/coca-cola-facebook-promotion-pornhttp://www.guardian.co.uk/business/2010/jul/18/coca-cola-facebook-promotion-pornhttp://mienmagazine.com/http://mienmagazine.com/http://www.guardian.co.uk/business/2010/jul/18/coca-cola-facebook-promotion-pornhttp://www.guardian.co.uk/business/2010/jul/18/coca-cola-facebook-promotion-pornhttp://chatroulette.com/http://adage.com/globalnews/article?article_id=143701http://www.youtube.com/watch?v=h2X9sOkumTkhttp://www.youtube.com/watch?v=h2X9sOkumTkhttp://www.gertrudeandalice.com.au/http://www.gertrudeandalice.com.au/http://www.tokyometro.jp/anshin/kaiteki/poster/manner_200807.htmlhttp://www.postsecret.com/http://www.pleaseshutup.com/terms


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FOCUS 17/02/2010

ChatRoulette

The website ChatRoulette, which connects strangers randomly across the globe, has become asensation. Its lack of regulation exposes online social behaviour in its rawest form.

FOCUS 20/09/2010

Center of Phone Etiquette

Please Shut Up is a website on a mission to save us from the horrors of bad mobile phoneetiquette, offering people a place to vent anger, name and shame offenders and establish arecognised code of conduct.

FOCUS 31/03/2010

The Apology Line

The Apology Line is an experimental art project: a freephone number that people can call toleave an anonymous confession. After massive interest from the UK public, the artists now wantto expand the concept to the US.

REPORT 08/02/2010

Public by default

Attitudes to privacy have evolved along with the explosion in social media, and the resultinginterplay reflects the maturation of a new, informed kind of trust that rests on mutual exchange ofinformation between consumers and brands.

REPORT 19/04/2010

The ignorance industry: hysterical or horrifying?

In an era of information overload, outrageous and provocative virals can help brands cutthrough the clutter. At the same time audiences may find these high-risk, high reward brandstrategies either hysterical or horrifying.

REPORT 16/04/2010

Manners maketh a market

Last year, in the midst of a global recession which brought unemployment and foreclosure in itswake, Penguin Classics sales were their best ever in every territory. Fiona Buckland wonderswhy.

On Canvas8

Codes of Conduct

READ MORE

CONTENTS 12
http://www.canvas8.com/public/2010/02/17/chatroulette.htmlhttp://www.canvas8.com/public/2010/02/17/chatroulette.htmlhttp://www.canvas8.com/public/2010/02/17/chatroulette.htmlhttp://www.canvas8.com/public/2010/02/17/chatroulette.htmlhttp://www.canvas8.com/public/2010/09/20/center-of-phone-etiquette.htmlhttp://www.canvas8.com/public/2010/09/20/center-of-phone-etiquette.htmlhttp://www.canvas8.com/public/2010/09/20/center-of-phone-etiquette.htmlhttp://www.canvas8.com/public/2010/09/20/center-of-phone-etiquette.htmlhttp://www.canvas8.com/public/2010/09/20/center-of-phone-etiquette.htmlhttp://www.canvas8.com/public/2010/03/31/the-apology-line.htmlhttp://www.canvas8.com/public/2010/03/31/the-apology-line.htmlhttp://www.canvas8.com/public/2010/03/31/the-apology-line.htmlhttp://www.canvas8.com/public/2010/03/31/the-apology-line.htmlhttp://www.canvas8.com/public/2010/03/31/the-apology-line.htmlhttp://canvas8.com/public/2010/02/08/public-by-default.htmlhttp://canvas8.com/public/2010/02/08/public-by-default.htmlhttp://canvas8.com/public/2010/02/08/public-by-default.htmlhttp://canvas8.com/public/2010/02/08/public-by-default.htmlhttp://canvas8.com/public/2010/02/08/public-by-default.htmlhttp://canvas8.com/public/2010/04/19/Ignoranceindustry.htmlhttp://canvas8.com/public/2010/04/19/Ignoranceindustry.htmlhttp://canvas8.com/public/2010/04/19/Ignoranceindustry.htmlhttp://canvas8.com/public/2010/04/19/Ignoranceindustry.htmlhttp://canvas8.com/public/2010/04/19/Ignoranceindustry.htmlhttp://canvas8.com/public/2010/04/16/manners-make-a-market.htmlhttp://canvas8.com/public/2010/04/16/manners-make-a-market.htmlhttp://canvas8.com/public/2010/04/16/manners-make-a-market.htmlhttp://canvas8.com/public/2010/04/16/manners-make-a-market.htmlhttp://canvas8.com/public/2010/04/16/manners-make-a-market.htmlhttp://www.canvas8.com/#fn=C8.content.search&target=main&max=12&start=0&search=codes%20of%20conducthttp://www.canvas8.com/#fn=C8.content.search&target=main&max=12&start=0&search=codes%20of%20conducthttp://canvas8.com/public/2010/04/16/manners-make-a-market.htmlhttp://canvas8.com/public/2010/04/19/Ignoranceindustry.htmlhttp://canvas8.com/public/2010/02/08/public-by-default.htmlhttp://www.canvas8.com/public/2010/03/31/the-apology-line.htmlhttp://www.canvas8.com/public/2010/09/20/center-of-phone-etiquette.htmlhttp://www.canvas8.com/public/2010/02/17/chatroulette.html


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WHERE IS IT

HAPPENING?

Hyperlocalisation

RELATED TRENDS



Mobile Living

Simple Interfaces Slow Natur al Mindset

True Stories

WHAT IS IT?


WHERE IS THE TREND

IN ITS LIFECYCLE?

PEAK

Phase

Time

WHAT ARE THE SIGNS?Informed Consumerism

There will be more e-breed customers,

which means that the same customer mightdo very deep informed research for some

products, but make very impulsive

decisions for others according to their

personal preferences and situation.

What began as a way for businesses to boast of eco credentials has set a global retail agenda, and consumers want to knowmore both about the products theyre buying and the brands theyre buying from. Smartphones are playing a key role in the

shift, allowing shoppers to check packaging, product and pricing information simultaneously in-store and online. Geolocation softwareenables smarter filtering for relevance and proximity. People rely on peer product reviews and trust in non-branded aggregators ofinformation is building.

People are looking to make increasinglyinformed (but crucially, not always rational)decisions both prior to and at point of sale.For brands, providing comparative analysisand transparent information creates trust andgenerates goodwill.

Fabrizio Valente,Retail consultant and CEO, KikiLab

Globally more economically andtechnologically developed nations

Those who

believe in an

open information

economy

Those whoparticipate 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

TOKYOS N BUILDING

NUTRICATE RECEIPTS

TESCO FINDER APP TALES OF THIN GS

YELP STICKYBITS ECO INDEX

GOOGLE GOGGLES SHOPSAVVY

value their

own research

a sales persons advice

over

of consumers92%

look for retaileror product coupons

of smartphoneowners

look at third-party or consumer reviewsof a product while in store

45% 43%

Approximately

2008

20%

up from

purchaseswhen

couponsordiscounts

couldntbeeasily

obtained.

abandoned

40%ofshoppers

spreading with smartphones

DuringXmas2009

CONTENTS 13
http://www.guardian.co.uk/environment/2009/may/11/smart-meters-energy-efficiencyhttp://daytum.com/http://whereismymilkfrom.com/https://foodflex.safeway.com/http://www.fritolay.com/lays/chip-tracker.htmlhttp://vimeo.com/8468513http://www.receipt.com/products/nutricatehttp://www.techfortesco.com/tescofinder/Welcome_to_Tesco_Finder.htmlhttp://www.talesofthings.com/http://www.yelp.com/http://www.stickybits.com/http://online.wsj.com/article/SB10001424052748703724104575379621448311224.html#project%3DCARBONFOOT1007%26articleTabs%3Dinteractivehttp://www.google.com/mobile/goggles/#logohttp://www.biggu.com/http://www.biggu.com/http://www.google.com/mobile/goggles/#logohttp://online.wsj.com/article/SB10001424052748703724104575379621448311224.html#project%3DCARBONFOOT1007%26articleTabs%3Dinteractivehttp://www.stickybits.com/http://www.yelp.com/http://www.talesofthings.com/http://www.techfortesco.com/tescofinder/Welcome_to_Tesco_Finder.htmlhttp://www.receipt.com/products/nutricatehttp://vimeo.com/8468513http://www.fritolay.com/lays/chip-tracker.htmlhttps://foodflex.safeway.com/http://whereismymilkfrom.com/http://daytum.com/http://www.guardian.co.uk/environment/2009/may/11/smart-meters-energy-efficiency


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FOCUS 09/06/2010

Interactive W Magazine

Luxury magazine Ws first Shopping Issue in April 2010 had fully interactive mobile ads runningthroughout, supported by an extensive outdoor campaign in affluent New York City.

FOCUS 03/09/2010

Frito-Lay Chip Tracker

In the US, Lays crisps are grown and produced locally. To highlight this, PepsiCo created theFrito-Lay Chip Tracker, which allows customers to trace the origins of their beloved snack.

FOCUS 30/07/2010

The Eco Index

A major consortium of brands and retailers are getting together to agree a universal eco labellingstandard for apparel, which takes the entire product lifecycle including marketing intoconsideration. Why have no luxury labels signed up?

LEADERS 19/05/2010

Get inline: new retail technology and geolocation

In part two of her report, Mandy Saven unearths the most inspiring and innovative storesincorporating new technologies into their brand experience. Be wary, she concludes, thatstrategies provide depth and utility as well as wow factor.

FOCUS 18/12/2009

N Building

In a new project, the facade of the commercial N Building in Tokyo has been covered in QRcodes, which can be unlocked with a simple iPhone app to receive up-to-date information onstores inside.

LEADER S 14/07/2010

Bricks and Clicks: delving into inline retail strategy

Theres a false dichotomy between e-tail and retail. Building on Mandy Savens recent report,Michael Solomon takes a closer look at the mechanics of shopper interaction and technologyspotential in the purchase process.

On Canvas8

Informed Consumerism

READ MORE

CONTENTS 14
http://www.canvas8.com/public/2010/06/09/interactive-w-magazine.htmlhttp://www.canvas8.com/public/2010/06/09/interactive-w-magazine.htmlhttp://www.canvas8.com/public/2010/06/09/interactive-w-magazine.htmlhttp://www.canvas8.com/public/2010/06/09/interactive-w-magazine.htmlhttp://www.canvas8.com/public/2010/09/03/frito-lay-chip-tracker.htmlhttp://www.canvas8.com/public/2010/09/03/frito-lay-chip-tracker.htmlhttp://www.canvas8.com/public/2010/09/03/frito-lay-chip-tracker.htmlhttp://www.canvas8.com/public/2010/09/03/frito-lay-chip-tracker.htmlhttp://www.canvas8.com/public/2010/07/30/eco-index-fashion.htmlhttp://www.canvas8.com/public/2010/07/30/eco-index-fashion.htmlhttp://www.canvas8.com/public/2010/07/30/eco-index-fashion.htmlhttp://www.canvas8.com/public/2010/07/30/eco-index-fashion.htmlhttp://www.canvas8.com/public/2010/07/30/eco-index-fashion.htmlhttp://www.canvas8.com/public/2010/05/19/inline-retail-part-two-geolocation-and-consumer-centric-tech.htmlhttp://www.canvas8.com/public/2010/05/19/inline-retail-part-two-geolocation-and-consumer-centric-tech.htmlhttp://www.canvas8.com/public/2010/05/19/inline-retail-part-two-geolocation-and-consumer-centric-tech.htmlhttp://www.canvas8.com/public/2010/05/19/inline-retail-part-two-geolocation-and-consumer-centric-tech.htmlhttp://www.canvas8.com/public/2010/05/19/inline-retail-part-two-geolocation-and-consumer-centric-tech.htmlhttp://www.canvas8.com/public/2010/03/12/n-building.htmlhttp://www.canvas8.com/public/2010/03/12/n-building.htmlhttp://www.canvas8.com/public/2010/03/12/n-building.htmlhttp://www.canvas8.com/public/2010/03/12/n-building.htmlhttp://www.canvas8.com/public/2010/03/12/n-building.htmlhttp://www.canvas8.com/public/2010/07/14/bricks-and-clicks-inline-retail-strategy.htmlhttp://www.canvas8.com/public/2010/07/14/bricks-and-clicks-inline-retail-strategy.htmlhttp://www.canvas8.com/public/2010/07/14/bricks-and-clicks-inline-retail-strategy.htmlhttp://www.canvas8.com/public/2010/07/14/bricks-and-clicks-inline-retail-strategy.htmlhttp://www.canvas8.com/public/2010/07/14/bricks-and-clicks-inline-retail-strategy.htmlhttp://www.canvas8.com/#fn=C8.content.search&search=Informed%20Consumerismhttp://www.canvas8.com/#fn=C8.content.search&search=Informed%20Consumerismhttp://www.canvas8.com/public/2010/07/14/bricks-and-clicks-inline-retail-strategy.htmlhttp://www.canvas8.com/public/2010/03/12/n-building.htmlhttp://www.canvas8.com/public/2010/05/19/inline-retail-part-two-geolocation-and-consumer-centric-tech.htmlhttp://www.canvas8.com/public/2010/07/30/eco-index-fashion.htmlhttp://www.canvas8.com/public/2010/09/03/frito-lay-chip-tracker.htmlhttp://www.canvas8.com/public/2010/06/09/interactive-w-magazine.html


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Natural Mindset



WHERE IS IT

HAPPENING?

WHERE IS THE TREND

IN ITS LIFECYCLE?

Phase

Time

WHAT IS IT?

RELATED TRENDS

Hyperlocalisation SustainableCapitalism



True Stories

InformedConsumerism

WHAT ARE THE SIGNS?

1

STRONG

GROWTH

Natural and additive-free have become

part of the consumers health andwellness vocabulary, and were

seeing growth in every category.

The natural trend is here to stay.

Consumer choice and spend is being reassessed. Social kudos can be gained by living less consumptively and developing aninterest in cradle-to-cradle design concepts. People are reconsidering their environment in terms of substance and sustainability,

from food and holidays to healthcare and the urban landscape. Architecture and product design draw increasing inspiration from thenatural world in terms of functionality and aesthetics.

A stringent avoidance of the artificial in allwalks of life, seeking out experiences andproducts with a definitive, plausible origin(rooted in nature or science), being engagedat a higher level and compelled to act withinthe boundaries of truthfulness and honesty.

David Jago,Director of Innovation and Insight, Mintel

Everyone who is frustrated by transient,

fake interactions and experiences

Asia, North America, UK as a backlashagainst plastic culture

GEOX BREATHING BUILDING

TERRARIUM TREND

BIOMIMICRY IN PRODUCT DESIGN

R&SIE ARCHITECTS

SNOG, MARRY, AVOID?

RFID AUTHENTICATION OF WINE

NATURAL & HOLISTICHEALTH REMEDIES

STRAIGHT EDGE YOUTH

GLAMPING

NATURAL PET FOOD

puregrew from

purity

purely

2008 2009

5,705

3,013

Use of the words

on consumer foodproduts in the USA

to

in the USA

The total number of

9%

cosmetic surgery

proceduresdecreased by

Year-on-Year

in 2009

KAREN MAGAZINE

CONTENTS 15
http://www.geox.biz/english/press_imm_Shop.asphttp://twigterrariums.com/http://www.new-territories.com/lostinparis.htmhttp://www.bbc.co.uk/programmes/b00htyc7http://www.discoverrfid.org/what-is-possible/get-what-you-want/enhancing-the-wine-experience.htmlhttp://goglamping.net/http://www.karenmagazine.com/http://www.karenmagazine.com/http://goglamping.net/http://www.discoverrfid.org/what-is-possible/get-what-you-want/enhancing-the-wine-experience.htmlhttp://www.bbc.co.uk/programmes/b00htyc7http://www.new-territories.com/lostinparis.htmhttp://twigterrariums.com/http://www.geox.biz/english/press_imm_Shop.asp


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BLOGHUNTER 22/10/2009

Pepsi Raw

Pepsi UK has stepped up in the soda wars with its new drink Pepsi Raw. According to thecompany, it has dropped artificial preservatives and sweeteners and is made from naturalsources such as apple extract, plain caramel coloring and tartaric acid from grapes.

FOCUS 15/06/2010

Twig Terrariums, and other small worlds

New Yorks Twig Terrariums make tiny worlds full of whimsy and humour. Beyond their role asa memoir of nature, however, these miniatures also touch upon underlying trends in both theconsumer and business psyche.

FOCUS 03/07/2009

Growing local, foraging and the rise of the co-op

Consumers of organic food are loathe to give it up, regardless of cost. What this means, saysYsanne Spevack, is the rebirth of resourcefulness in the US and UK: growing your own, foraging,and co-op schemes with friends and neighbours.

REPORT 11/11/2009

Consuming beauty: the nutricosmetics market

The burgeoning field of nutricosmetics looks set to gain considerable traction in Western andemerging markets. Two industry experts identify the consumer drive behind the trend and outlinethe opportunities for brands.

LEADERS 12/05/2010

Brazilian luxury goes back to nature

From architecture to art and travel to food; some of the Brazilian upper classes are now lookingfor a less polished type of sophistication. Trend expert Luciana Stein investigates the behaviouraland economic drivers behind this shift.

FOCUS 18/12/2009

The anti-label label

First Starbucks went local and now clothing is turning away from brand-heavy slogans andtowards a discreet and logo-less aesthetic. What consequences could this pattern have for thebrands and the brand name cachet?

On Canvas8

Natural Mindset

READ MORE

CONTENTS 16
http://munfitnessblog.com/will-you-drink-pepsi-raw-just-because-it-has-natural-ingredient/http://munfitnessblog.com/will-you-drink-pepsi-raw-just-because-it-has-natural-ingredient/http://munfitnessblog.com/will-you-drink-pepsi-raw-just-because-it-has-natural-ingredient/http://munfitnessblog.com/will-you-drink-pepsi-raw-just-because-it-has-natural-ingredient/http://munfitnessblog.com/will-you-drink-pepsi-raw-just-because-it-has-natural-ingredient/http://www.canvas8.com/public/2010/06/15/tiny-terrariums-miniature-worlds.htmlhttp://www.canvas8.com/public/2010/06/15/tiny-terrariums-miniature-worlds.htmlhttp://www.canvas8.com/public/2010/06/15/tiny-terrariums-miniature-worlds.htmlhttp://www.canvas8.com/public/2010/06/15/tiny-terrariums-miniature-worlds.htmlhttp://www.canvas8.com/public/2010/06/15/tiny-terrariums-miniature-worlds.htmlhttp://www.canvas8.com/public/2009/07/03/rise-of-the-co-op.htmlhttp://www.canvas8.com/public/2009/07/03/rise-of-the-co-op.htmlhttp://www.canvas8.com/public/2009/07/03/rise-of-the-co-op.htmlhttp://www.canvas8.com/public/2009/07/03/rise-of-the-co-op.htmlhttp://www.canvas8.com/public/2009/07/03/rise-of-the-co-op.htmlhttp://www.canvas8.com/public/2009/11/11/the-nutricosmetics-market.htmlhttp://www.canvas8.com/public/2009/11/11/the-nutricosmetics-market.htmlhttp://www.canvas8.com/public/2009/11/11/the-nutricosmetics-market.htmlhttp://www.canvas8.com/public/2009/11/11/the-nutricosmetics-market.htmlhttp://www.canvas8.com/public/2009/11/11/the-nutricosmetics-market.htmlhttp://www.canvas8.com/public/2010/05/12/brazilian-luxury-goes-back-to-nature.htmlhttp://www.canvas8.com/public/2010/05/12/brazilian-luxury-goes-back-to-nature.htmlhttp://www.canvas8.com/public/2010/05/12/brazilian-luxury-goes-back-to-nature.htmlhttp://www.canvas8.com/public/2010/05/12/brazilian-luxury-goes-back-to-nature.htmlhttp://www.canvas8.com/public/2010/05/12/brazilian-luxury-goes-back-to-nature.htmlhttp://www.canvas8.com/public/2009/10/07/focus-the-anti-label-label.htmlhttp://www.canvas8.com/public/2009/10/07/focus-the-anti-label-label.htmlhttp://www.canvas8.com/public/2009/10/07/focus-the-anti-label-label.htmlhttp://www.canvas8.com/public/2009/10/07/focus-the-anti-label-label.htmlhttp://www.canvas8.com/public/2009/10/07/focus-the-anti-label-label.htmlhttp://www.canvas8.com/#fn=C8.content.search&search=Natural%20Mindsethttp://www.canvas8.com/#fn=C8.content.search&search=Natural%20Mindsethttp://www.canvas8.com/public/2009/10/07/focus-the-anti-label-label.htmlhttp://www.canvas8.com/public/2010/05/12/brazilian-luxury-goes-back-to-nature.htmlhttp://www.canvas8.com/public/2009/11/11/the-nutricosmetics-market.htmlhttp://www.canvas8.com/public/2009/07/03/rise-of-the-co-op.htmlhttp://www.canvas8.com/public/2010/06/15/tiny-terrariums-miniature-worlds.htmlhttp://munfitnessblog.com/will-you-drink-pepsi-raw-just-because-it-has-natural-ingredient/


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WHAT IS IT?



WHO IS IT IMPACTING?WHERE IS THE TREND

IN ITS LIFECYCLE?

STRONG

GROWTHPhase

Time

RELATED TRENDS

SocialParticipation


Hyperlocalisation Natural Mindset

True Stories

WHAT ARE THE SIGNS?

d 2

The creation of a business model thatunderstands and respects the triple bottomline of people, planet and profit. It is aboutresponsibility and longevity. SustainableCapitalisms watershed moment came in2006 with Al Gores Oscar-winning An

Inconvenient Truth and has accelerated through the recent economicrecession and peoples increasing desire to do something inherentlygood and right.

Doing good is good business. Thisis 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, cant afford to makehappen, and on a scale that they cant achieve. Brands who eschew this responsibility are vilified. Businesses no longer have full

control over their brand and, thanks to the internet, both their good and bad behaviour is made public. People are looking for businessesto demonstrate values, not just claim their alliances.

Sir Martin Sorrell,Chief Executive Officer of WPP Group

Globally

Everyone - developed anddeveloping nations alike

UPSS GPS REPROGRAMMING

FRITO-LAY CHIP TRACKER

CHINAS DONGTAN ECO-CITY

STELLA ARTOIS BOTTLE REDESIGN

CHINAS SUSTAINABLE ENERGY PROGRAMME

THE WALMART SUSTAINABILITY IN DEX

PUMAS CLEVER LITTLE BAG

MARKS & SPENCER EGG TRACKER

SAINSBURYS KEEPING B EES

SLIM CHAMPAGNE BOTTLES

CONSPIRACY FOR GOOD

SUN CHIPS ECO PACKAGING

COOP WINECOLALIFE KARMA CUP

plan to invest inlow carbon technologies

have laid out a

US$585bn

TheChinese government

a movement set up around the 2009COP 15 conference to unite nationswith hope for policy change

def.

citizens o Hopenhagen

There are

6,172,8220 35% say they will spendmore on greenin the coming year

o consumers

CONTENTS 17
http://www.nytimes.com/2007/12/09/magazine/09left-handturn.htmlhttp://www.fritolay.com/lays/chip-tracker.htmlhttp://walmartstores.com/sustainability/9292.aspxhttp://vision.puma.com/us/en/2010/04/puma-launches-new-sustainable-packaging-designed-by-yves-behar/http://www.yourmandsfarm.com/http://www.j-sainsbury.co.uk/index.asp?PageID=424&section=&Year=2010&NewsID=1306http://www.telegraph.co.uk/news/worldnews/europe/france/7975476/Champagne-bottle-slims-down-for-lighter-carbon-footprint.htmlhttp://www.conspiracyforgood.com/http://www.pepsico.com/PressRelease/SunChips-Kicks-Off-Earth-Month-With-Introduction-of-Worlds-First-100-Percent-Com03312010.htmlhttp://www.co-operative.coop/farms/news/Grape-expectations-for-The-Co-operatives-English-wine/http://www.colalife.org/http://www.jovoto.com/contests/drink-sustainably/ideas/4751http://www.jovoto.com/contests/drink-sustainably/ideas/4751http://www.colalife.org/http://www.co-operative.coop/farms/news/Grape-expectations-for-The-Co-operatives-English-wine/http://www.pepsico.com/PressRelease/SunChips-Kicks-Off-Earth-Month-With-Introduction-of-Worlds-First-100-Percent-Com03312010.htmlhttp://www.conspiracyforgood.com/http://www.telegraph.co.uk/news/worldnews/europe/france/7975476/Champagne-bottle-slims-down-for-lighter-carbon-footprint.htmlhttp://www.j-sainsbury.co.uk/index.asp?PageID=424&section=&Year=2010&NewsID=1306http://www.yourmandsfarm.com/http://vision.puma.com/us/en/2010/04/puma-launches-new-sustainable-packaging-designed-by-yves-behar/http://walmartstores.com/sustainability/9292.aspxhttp://www.fritolay.com/lays/chip-tracker.htmlhttp://www.nytimes.com/2007/12/09/magazine/09left-handturn.html


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FOCUS 10/06/2010

SunChips eco packaging

PepsiCo have replaced their SunChips packaging with 100% compostable material. Whilecustomers have criticised the new packaging for being less tactile and too noisy, others havelauded PepsiCo as pioneers.

FOCUS 08/07/2010

Panera Cares Caf

Panera is a bakery and caf with 1400 outlets across America. In May they made the decision totrial a not-for-profit model within one branch. The Panera Cares Caf is so successful that theyare now extending the strategy to two new locations.

FOCUS 22/03/2010

ColaLife

ColaLife is an initiative which aims to use Coca Colas far-reaching global distribution to carrysocial products such as oral rehydration salts and medicines to developing countries.

FOCUS 01/07/2010

Karma Cup

The annual BetaCup Challenge seeks to uncover creative ways of reducing paper cupconsumption. This years winner, Karma Cup, not only eliminates the cup entirely, but gives youan incentive to do so: the possibility of free coffee.

LEADERS 24/03/2010

CSR from an Indian perspective

The Indian economy is poised to grow on a strong, sustained basis for years to come: it is timefor a new look at corporate social responsibility. In the context of current and future challenges,how do young Indian consumers see CSR?

On Canvas8


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REPORT 19/03/2010

Embracing the new philanthropy

In spite of good intentions, consumers value cost savings over planet saving, and they expectmajor multinational companies to do what they cant.

CONTENTS 18
http://www.canvas8.com/public/2010/06/10/sunchips-eco-packaging.htmlhttp://www.canvas8.com/public/2010/06/10/sunchips-eco-packaging.htmlhttp://www.canvas8.com/public/2010/06/10/sunchips-eco-packaging.htmlhttp://www.canvas8.com/public/2010/06/10/sunchips-eco-packaging.htmlhttp://www.canvas8.com/public/2010/06/10/sunchips-eco-packaging.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/03/22/Colalife.htmlhttp://www.canvas8.com/public/2010/03/22/Colalife.htmlhttp://www.canvas8.com/public/2010/03/22/Colalife.htmlhttp://www.canvas8.com/public/2010/03/22/Colalife.htmlhttp://www.canvas8.com/public/2010/07/01/karma-cup.htmlhttp://www.canvas8.com/public/2010/07/01/karma-cup.htmlhttp://www.canvas8.com/public/2010/07/01/karma-cup.htmlhttp://www.canvas8.com/public/2010/07/01/karma-cup.htmlhttp://www.canvas8.com/public/2010/07/01/karma-cup.htmlhttp://www.canvas8.com/public/2010/03/24/csr-from-an-indian-perspective.htmlhttp://www.canvas8.com/public/2010/03/24/csr-from-an-indian-perspective.htmlhttp://www.canvas8.com/public/2010/03/24/csr-from-an-indian-perspective.htmlhttp://www.canvas8.com/public/2010/03/24/csr-from-an-indian-perspective.htmlhttp://www.canvas8.com/public/2010/03/24/csr-from-an-indian-perspective.htmlhttp://www.canvas8.com/#fn=C8.content.search&search=Sustainable%20Capitalismhttp://www.canvas8.com/public/2010/03/19/new-philanthropy.htmlhttp://www.canvas8.com/public/2010/03/19/new-philanthropy.htmlhttp://www.canvas8.com/public/2010/03/19/new-philanthropy.htmlhttp://www.canvas8.com/public/2010/03/19/new-philanthropy.htmlhttp://www.canvas8.com/public/2010/03/19/new-philanthropy.htmlhttp://www.canvas8.com/#fn=C8.content.search&search=Sustainable%20Capitalismhttp://www.canvas8.com/public/2010/03/24/csr-from-an-indian-perspective.htmlhttp://www.canvas8.com/public/2010/07/01/karma-cup.htmlhttp://www.canvas8.com/public/2010/03/22/Colalife.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/06/10/sunchips-eco-packaging.html


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WHO IS IT IMPACTING? WHERE IS THE TRENDIN ITS LIFECYCLE?

STRONG

GROWTHPhase

Time

WHAT IS IT?


InformedConsumerism


Slow Natural Mindset

RELATED TRENDS

WHAT ARE THE SIGNS?

The ability for people to test themselves

effectively will change the healthcareindustry. Focus will be taken away from

in-clinic testing and placed upon

self-analysis.

The obesity epidemic and marginalisation of the elderly in society has led to a search for new diagnostic solutions integrated intodaily life. Social fitness and wellbeing apps encourage on-the-fly management of increasingly personal bodily functions (sleep

apnea, ovulation), as well as providing detailed nutritional and health-related product information. The beauty and food industries haveadopted more medical brand messaging. Rise in online patient communities providing support and therapy for fellow sufferers.

The popularity of organic food, holistic livingand attention to personal mental health hassharpened individual focus on daily wellbeing,fuelled by mobile monitoring apps and accessto like-minded communities online. At themost basic level, people want to know what

theyre consuming and what impact it will have on their health, as anextension of Informed Consumerism and Natural Mindset.

Piers Fawkes,

President, PSFK

Boomers Gen X Smartphone users

Primarily North America, Europe (earlygrowth), Asia

SENIORBRIDGE SKYPE VIDEOCONSULTATIONS FOR E LDERS

IMPLANTABLE ANTENNA FOR MONITORING

IN-VIVO CHEMICAL REACTIONSHEART ATTACK GR ILL PATIENTSLIKEME.COM

MEDWATCH HEALTH APPS

WEBMD.COM CURETOGETHER

BIOINFORMATICS.ORG23ANDME

THISISWHYYOUREFAT.COMLE WHIF

MAPPINESS THECARROT.COM

of Smartphone owners

have downloaded a fitness-related app

21%

will have electronic health records

o Americans60%

by 2015

PEPSICO NUTRITION LAB HEALCAM

MICROSOFT HEALTH VAULT

CONTENTS 19
http://medhealth.tmcnet.com/channels/coordinated-care-management/articles/87787-seniorbridge-uses-telemonitoring-help-seniors-stay-independent-home.htmhttp://medhealth.tmcnet.com/channels/coordinated-care-management/articles/87787-seniorbridge-uses-telemonitoring-help-seniors-stay-independent-home.htmhttp://www.heartattackgrill.com/http://www.patientslikeme.com/http://www.fda.gov/Safety/MedWatch/default.htmhttp://www.guardian.co.uk/lifeandstyle/2010/jan/26/iphone-apps-healthhttp://www.webmd.com/http://www.curetogether.com/http://www.bioinformatics.org/https://www.23andme.com/http://www.thisiswhyyourefat.com/http://www.lewhif.com/http://www.mappiness.org.uk/http://thecarrot.com/http://www.pepsico.com/PressRelease/PepsiCo-Opens-New-Haven-Research-Lab-To-Develop-Healthier-Products12082009.htmlhttp://healcam.com/http://www.healthvault.com/personal/index.aspxhttp://www.healthvault.com/personal/index.aspxhttp://healcam.com/http://www.pepsico.com/PressRelease/PepsiCo-Opens-New-Haven-Research-Lab-To-Develop-Healthier-Products12082009.htmlhttp://thecarrot.com/http://www.mappiness.org.uk/http://www.lewhif.com/http://www.thisiswhyyourefat.com/https://www.23andme.com/http://www.bioinformatics.org/http://www.curetogether.com/http://www.webmd.com/http://www.guardian.co.uk/lifeandstyle/2010/jan/26/iphone-apps-healthhttp://www.fda.gov/Safety/MedWatch/default.htmhttp://www.patientslikeme.com/http://www.heartattackgrill.com/http://medhealth.tmcnet.com/channels/coordinated-care-management/articles/87787-seniorbridge-uses-telemonitoring-help-seniors-stay-independent-home.htmhttp://medhealth.tmcnet.com/channels/coordinated-care-management/articles/87787-seniorbridge-uses-telemonitoring-help-seniors-stay-independent-home.htm


20/52

FOCUS 08/09/2010

CureTogether

CureTogether.com is a website that allows users to keep track of their health. The free servicematches people with similar symptoms and conditions, allowing them to interact anonymously.

REPORT 17/09/2010

Technology, community and self-diagnosis

Individuals are now able to monitor every aspect of their physical and mental health. Sleeping,eating, exercise and social activities can be analysed in real time and shared with a like-mindedcommunity. But what does this mean for brands?

FOCUS 14/09/2010

4Food

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

LEADERS 28/04/2009

Data are beautiful things

From social networks to art galleries, data visualisations are everywhere. Sara Diamondevaluates the importance of these intuitive, uniquely human interpretations of complexity andtheir cultural and business benefits.

REPORT 08/06/2010

More than mirrors: identity, beauty and changing cosmetics retail

Beauty regimes and perceptions of the self are more than an effect of straightforward imageconsumption. We explore how retail environments have evolved to fit the consumer desire for amore holistic, scientific beauty experience.

LEADERS 03/02/2010

Design thinking and the healthy society

As debate rages around US healthcare reform, Sara Diamond examines the role of the design,technology and creative industries in creating a society of user-centric healthcare and individualwellbeing.

On Canvas8


READ MORE

CONTENTS 20
http://canvas8.com/public/2010/09/08/curetogether.htmlhttp://canvas8.com/public/2010/09/08/curetogether.htmlhttp://canvas8.com/public/2010/09/08/curetogether.htmlhttp://canvas8.com/public/2010/09/08/curetogether.htmlhttp://www.canvas8.com/content/2010/09/17/self-diagnosis-technology-and-community.htmlhttp://www.canvas8.com/content/2010/09/17/self-diagnosis-technology-and-community.htmlhttp://www.canvas8.com/content/2010/09/17/self-diagnosis-technology-and-community.htmlhttp://www.canvas8.com/content/2010/09/17/self-diagnosis-technology-and-community.htmlhttp://www.canvas8.com/content/2010/09/17/self-diagnosis-technology-and-community.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://www.canvas8.com/public/2010/06/08/more-than-mirrors.htmlhttp://www.canvas8.com/public/2010/06/08/more-than-mirrors.htmlhttp://www.canvas8.com/public/2010/06/08/more-than-mirrors.htmlhttp://www.canvas8.com/public/2010/06/08/more-than-mirrors.htmlhttp://www.canvas8.com/public/2010/06/08/more-than-mirrors.htmlhttp://www.canvas8.com/public/2010/02/03/design-thinking-and-healthcare.htmlhttp://www.canvas8.com/public/2010/02/03/design-thinking-and-healthcare.htmlhttp://www.canvas8.com/public/2010/02/03/design-thinking-and-healthcare.htmlhttp://www.canvas8.com/public/2010/02/03/design-thinking-and-healthcare.htmlhttp://www.canvas8.com/public/2010/02/03/design-thinking-and-healthcare.htmlhttp://www.canvas8.com/#fn=C8.content.search&keywords=Hyperawareness%20of%20healthhttp://www.canvas8.com/#fn=C8.content.search&keywords=Hyperawareness%20of%20healthhttp://www.canvas8.com/public/2010/02/03/design-thinking-and-healthcare.htmlhttp://www.canvas8.com/public/2010/06/08/more-than-mirrors.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://www.canvas8.com/content/2010/09/17/self-diagnosis-technology-and-community.htmlhttp://canvas8.com/public/2010/09/08/curetogether.html


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WHAT IS IT?



WHERE IS IT

HAPPENING?

WHERE IS THE TREND

IN ITS LIFECYCLE?

PEAK

Phase

Time

Brand Me


Hyperlocalisation

CollaborativeLiving andWorking

Codes of Conduct

Blended Reality Mobile Living

RELATED TRENDS

of US Gen Y 4vs

WHAT ARE THE SIGNS?

Mass social participation is embraced as theantidote to information isolation and overload.Directly linked to Rising Social Conscience,we are seeing an important shift from a meto a we culture. Technology facilitates offlinepersonal interaction rather than creating a

barrier to it. Many examples of Social Participation achieve broadsocial goals as well as contributing to 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 itacross 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 is being harnessed to enable relationships, both in the physical and the virtual, and used to intelligently elicit chanceencounters. Gen Y love creating and taking part in mass participation 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 Y Gen Xas facilitators

81%

have volunteeredin the past year

There are

worldwide

geocachers

4-5 MILLION

The physical and virtual treasure huntEncounter had

70,000

165,000

2009 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

ENABLED BY DESIGN

THE BIG LUNCH

A FEAST OF STRANGERS

DARPA RED BALLOONCHALLENGE CLIMATECAMP

Europe, North America. Japan, Chinaand India (strong growth)

CONTENTS 21
http://picturetheimpossible.com/http://newslite.tv/2009/11/03/facebook-group-finds-owner-of.htmlhttp://neighborgoods.net/http://www.sicamp.org/http://www.ctrlaltshift.co.uk/http://www.thegoodgym.org/http://www.streetspark.com/http://www.conspiracyforgood.com/http://en.cx/http://www.geocaching.com/http://enabledbydesign.org/http://www.thebiglunch.com/http://www.timeout.com/london/around-town/event/157024/657357/the-feast-of-strangershttp://www.climatecamp.org.uk/http://www.climatecamp.org.uk/http://www.climatecamp.org.uk/http://www.climatecamp.org.uk/http://www.timeout.com/london/around-town/event/157024/657357/the-feast-of-strangershttp://www.thebiglunch.com/http://enabledbydesign.org/http://www.geocaching.com/http://en.cx/http://www.conspiracyforgood.com/http://www.streetspark.com/http://www.thegoodgym.org/http://www.ctrlaltshift.co.uk/http://www.sicamp.org/http://neighborgoods.net/http://newslite.tv/2009/11/03/facebook-group-finds-owner-of.htmlhttp://picturetheimpossible.com/


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FOCUS 19/01/2010

Picture the Impossible

In the face of flailing news sales, the Rochester Democrat and Chronicle launched a hyperlocalgame with major brand sponsorship aimed at strengthening community bonds and encouragingcreativity and charity.

FOCUS 11/05/2010

LeapAnywhereLeapAnywhere is a part social network, part listings site that aggregates cool volunteeropportunities around London in a bid to make social participation more fun and competitive. Wespoke to founder Malcolm Scovil.

FOCUS 14/12/2009

The DARPA red balloon challenge

The recent DARPA balloon challenge was set to discover how people interact with social mediafor team building and collaboration on widescale, time-critical and complex tasks.

LEADERS 28/07/2010

Activism, technology and cultural specifics

Sara Diamond talks to Canvas8 about technology, politics and ideas of global/local. Shediscusses Canadas ties to documentary, the importance of enabling self-representation andTwitters opinion-forming role at the recent G20 summit.

REPORT 17/02/2010

What are the triggers for mobilising people?To understand the forces at work in mobilising large groups it is important to recognise thebehavioural triggers for joining them in the first place. How can brands mobilise groups to theirbenefit and engage people with their brand?

LEADERS 24/03/2009

From Me to Wii

With the media screaming tales of doom and economic woe what can your brand do to supportthe shift from me to Wii? Alex Gordon looks into the semiotics of recession and the consumerbacklash to selfish individualism.

On Canvas8


READ MORE

CONTENTS 22
http://www.canvas8.com/public/2010/01/19/picture-the-impossible.htmlhttp://www.canvas8.com/public/2010/01/19/picture-the-impossible.htmlhttp://www.canvas8.com/public/2010/01/19/picture-the-impossible.htmlhttp://www.canvas8.com/public/2010/01/19/picture-the-impossible.htmlhttp://www.canvas8.com/public/2010/01/19/picture-the-impossible.htmlhttp://canvas8.com/public/2010/05/11/leap-anywhere.htmlhttp://canvas8.com/public/2010/05/11/leap-anywhere.htmlhttp://canvas8.com/public/2010/05/11/leap-anywhere.htmlhttp://canvas8.com/public/2010/05/11/leap-anywhere.htmlhttp://canvas8.com/public/2010/05/11/leap-anywhere.htmlhttp://canvas8.com/public/2009/12/14/darpa-red-balloon-challenge.htmlhttp://canvas8.com/public/2009/12/14/darpa-red-balloon-challenge.htmlhttp://canvas8.com/public/2009/12/14/darpa-red-balloon-challenge.htmlhttp://canvas8.com/public/2009/12/14/darpa-red-balloon-challenge.htmlhttp://canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://canvas8.com/public/2010/02/17/triggers-for-mobilising-people.htmlhttp://canvas8.com/public/2010/02/17/triggers-for-mobilising-people.htmlhttp://canvas8.com/public/2010/02/17/triggers-for-mobilising-people.htmlhttp://canvas8.com/public/2010/02/17/triggers-for-mobilising-people.htmlhttp://canvas8.com/public/2010/02/17/triggers-for-mobilising-people.htmlhttp://canvas8.com/public/2009/03/24/alex_gordon_from_me_to_wii.htmlhttp://canvas8.com/public/2009/03/24/alex_gordon_from_me_to_wii.htmlhttp://canvas8.com/public/2009/03/24/alex_gordon_from_me_to_wii.htmlhttp://canvas8.com/public/2009/03/24/alex_gordon_from_me_to_wii.htmlhttp://canvas8.com/public/2009/03/24/alex_gordon_from_me_to_wii.htmlhttp://www.canvas8.com/#fn=C8.content.search&search=Social%20Participationhttp://www.canvas8.com/#fn=C8.content.search&search=Social%20Participationhttp://canvas8.com/public/2009/03/24/alex_gordon_from_me_to_wii.htmlhttp://canvas8.com/public/2010/02/17/triggers-for-mobilising-people.htmlhttp://canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://canvas8.com/public/2009/12/14/darpa-red-balloon-challenge.htmlhttp://canvas8.com/public/2010/05/11/leap-anywhere.htmlhttp://www.canvas8.com/public/2010/01/19/picture-the-impossible.html


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Attention Economy

WHAT IS IT?




WHERE IS THE TREND

IN ITS LIFECYCLE?

PEAK

Phase

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 consequently time andattention poor. Media can be accessedanywhere, in a multitude of formats. Irrelevantinterruptions are unwelcome. Context iseverything and time is peoples most precious

commodity, evidenced by the rise in simultaneous media use andsavouring of down-time.

Context + meaning = cultural value; without

it brands turn onto the slip road calledirrelevance and park up against the sign

marked obsolescence without a

petrol station in sight.

Alan Moore,Co-founder of SMLXLand Canvas8 Thought Leader

Media requiring deep concentration are no longer valued as highly as people learn the benefits of selective attention. Theres anincreasing awareness of the value of my time and more discerning attitudes towards brands competing for this time. Transmedia

storytelling introduces brands in a richer context with deeper levels of engagement and interaction. Relevant brands that are allowedin gain more affinity.

Anyone living in a connected society

Always-on societies, bothEast and West

per day on average

consume

Americans

100,000 words

on any given day

8.5 hours

Adults are exposed to screens(TVs, cellphones, computers, GPS

devices) for about

accessing TV and internet

simultaneously at home

for an average of

of internet users

media multitask

2 hours and 39 minutes every month

57%

THE WONDERFACTORY

MINIMALISH SHORTATTENTION SPAN PAINTINGS

RED BULL BULLETIN DREAMING IN MONO

GOOGLE ADSENSE READ IT LATER WIDGETS

GUARDIAN ZEITGEIST

TOKYO YAKULT SWALLOWS

EUROSTAR SOMERS TOWN

UNBEATABLE (CH INA)

NIKE TRUE CITY ING DIRECT CAFS

NEXT MEDIAS NEWS CLIPS

NY-Z ABSOLUT VODKA HERO108

CONTENTS 23
http://www.thewonderfactory.com/http://designyoutrust.com/2010/08/16/minimalish-short-attention-span-paintings-for-short-attention-span-culture/http://designyoutrust.com/2010/08/16/minimalish-short-attention-span-paintings-for-short-attention-span-culture/http://www.redbull.com/cs/Satellite/en_INT/Red-Bulletin/001242813576014http://dreaminginmono.nu/http://www.guardian.co.uk/zeitgeisthttp://tokyoswallows.com/2009/04/27/spot-the-shiroishi/http://entertainment.timesonline.co.uk/tol/arts_and_entertainment/film/article3404237.ecehttp://adsofchina.wordpress.com/2010/08/06/clear-unilever-create-unbeatable-drama/http://www.nike.com/nikeos/p/sportswear/en_GB/truecity_featurehttp://home.ingdirect.com/about/about.asp?s=INGDIRECTCafehttp://www.wired.com/magazine/2010/08/mf_appledaily/http://www.youtube.com/watch?v=Q6zVR0SgSOMhttp://www.hero108online.com/http://www.hero108online.com/http://www.youtube.com/watch?v=Q6zVR0SgSOMhttp://www.wired.com/magazine/2010/08/mf_appledaily/http://home.ingdirect.com/about/about.asp?s=INGDIRECTCafehttp://www.nike.com/nikeos/p/sportswear/en_GB/truecity_featurehttp://adsofchina.wordpress.com/2010/08/06/clear-unilever-create-unbeatable-drama/http://entertainment.timesonline.co.uk/tol/arts_and_entertainment/film/article3404237.ecehttp://tokyoswallows.com/2009/04/27/spot-the-shiroishi/http://www.guardian.co.uk/zeitgeisthttp://dreaminginmono.nu/http://www.redbull.com/cs/Satellite/en_INT/Red-Bulletin/001242813576014http://designyoutrust.com/2010/08/16/minimalish-short-attention-span-paintings-for-short-attention-span-culture/http://designyoutrust.com/2010/08/16/minimalish-short-attention-span-paintings-for-short-attention-span-culture/http://www.thewonderfactory.com/


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FOCUS 22/04/2010

Pedro & Maria

Pedro & Maria is an interactive branded entertainment telenovela which will enable fans to voteon plot direction through social media channels. It will be co-produced by MTV and Procter &Gamble.

FOCUS 03/08/2010

Rider in a red coatA French multimedia comic for CAP3B, a family-friendly tourist destination, uses print,smartphone technology and video content to enhance rather than detract from the locally-inspired story.

FOCUS 05/07/2010

Guvera

Guvera is an innovative music service which makes advertisers pay for downloads in exchangefor several minutes of fans attention. Following its launch in Australia, its now arrived Stateside.

LEADERS 23/06/2010

The brand as transmedia story

The system that brands operate in is still largely defined by mass media comms a straight lineapproach to non-linear thinking. Alan Moore makes the case for a more fractured, participatoryapproach to brand identity.

REPORT 12/03/2010

Addressing contemporary media usePeople are increasingly accessing multiple types of content simultaneously. Transmedia expertChristy Dena evaluates the importance of advertising campaigns that recognise contemporarymedia use behaviours.

REPORT 22/10/2009

Wireless society and the awareness economy

The latest sea change in technology could be sitting in your pocket right now. Trevor Lloyd Jonesinvestigates Near Field Communication and its impact on the mobile and advertising industries.

On Canvas8

Attention Economy

READ MORE

CONTENTS 24
http://canvas8.com/public/2010/04/22/pedro-and-maria.htmlhttp://canvas8.com/public/2010/04/22/pedro-and-maria.htmlhttp://canvas8.com/public/2010/04/22/pedro-and-maria.htmlhttp://canvas8.com/public/2010/04/22/pedro-and-maria.htmlhttp://canvas8.com/public/2010/04/22/pedro-and-maria.htmlhttp://canvas8.com/public/2010/08/03/french-tourism-comic.htmlhttp://canvas8.com/public/2010/08/03/french-tourism-comic.htmlhttp://canvas8.com/public/2010/08/03/french-tourism-comic.htmlhttp://canvas8.com/public/2010/08/03/french-tourism-comic.htmlhttp://canvas8.com/public/2010/08/03/french-tourism-comic.htmlhttp://canvas8.com/public/2010/07/05/guvera.htmlhttp://canvas8.com/public/2010/07/05/guvera.htmlhttp://canvas8.com/public/2010/07/05/guvera.htmlhttp://canvas8.com/public/2010/07/05/guvera.htmlhttp://canvas8.com/public/2010/06/23/brand-as-transmedia-story.htmlhttp://canvas8.com/public/2010/06/23/brand-as-transmedia-story.htmlhttp://canvas8.com/public/2010/06/23/brand-as-transmedia-story.htmlhttp://canvas8.com/public/2010/06/23/brand-as-transmedia-story.htmlhttp://canvas8.com/public/2010/06/23/brand-as-transmedia-story.htmlhttp://canvas8.com/public/2010/03/12/simultaneous-media-use-campaigns.htmlhttp://canvas8.com/public/2010/03/12/simultaneous-media-use-campaigns.htmlhttp://canvas8.com/public/2010/03/12/simultaneous-media-use-campaigns.htmlhttp://canvas8.com/public/2010/03/12/simultaneous-media-use-campaigns.htmlhttp://canvas8.com/public/2010/03/12/simultaneous-media-use-campaigns.htmlhttp://canvas8.com/public/2009/10/22/wireless_society_and_awareness_economy.htmlhttp://canvas8.com/public/2009/10/22/wireless_society_and_awareness_economy.htmlhttp://canvas8.com/public/2009/10/22/wireless_society_and_awareness_economy.htmlhttp://canvas8.com/public/2009/10/22/wireless_society_and_awareness_economy.htmlhttp://www.canvas8.com/#fn=C8.content.search&search=Attention%20Economyhttp://www.canvas8.com/#fn=C8.content.search&search=Attention%20Economyhttp://canvas8.com/public/2009/10/22/wireless_society_and_awareness_economy.htmlhttp://canvas8.com/public/2010/03/12/simultaneous-media-use-campaigns.htmlhttp://canvas8.com/public/2010/06/23/brand-as-transmedia-story.htmlhttp://canvas8.com/public/2010/07/05/guvera.htmlhttp://canvas8.com/public/2010/08/03/french-tourism-comic.htmlhttp://canvas8.com/public/2010/04/22/pedro-and-maria.html


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WHAT IS IT?


WHERE IS IT

HAPPENING?

WHO IS IT IMPACTING?WHERE IS THE TREND

IN ITS LIFECYCLE?

STRONG

GROWTHPhase

Time

Hyperlocalisation SlowInformedConsumerism

CollaborativeLiving andWorking

SustainableCapitalism

Natural Mindset Codes of Conduct


RELATED TRENDS

WHAT ARE THE SIGNS?

A growing backlash against greed culture

coupled with a genuine desire to do somethingwholesome and give something back. It hasalso been referred to as the moral reset.Transparency, fuelled by the immediacy oftechnology and the global reach of media has

led to a more informed consumer and an affection for brands withmorally defensible values that people want to identify with.

Customers want to transact with

companies that do the right thingand make responsible environmental

choices.

Jo Fox,Deputy Director of The Bigger Picturefor Sky Broadcasting

Public denunciation of bankers bonuses by government and media, growth in charitable actions and support of companies whouphold a moral code. Refocusing behaviour to fit a we not I mentality, increasing consideration of how something is produced,

not just what is produced, as a component of brand value. Rising appreciation of ethical rather than simply environmental policies,benchmarking practices such as Fairtrade and seeking products with goodness built in, not added on.

Globally

Western worldas consumers

Developing world

as suppliers ofcommodities

PEPSI REFRESH

GROWN BY US

CAUSEWORLD

WHUFFIE BANK

LEAP ANYWHERE

CHASE COMMUNITY GIVING

MOBILE MOVEMENT

GIVE A DAY GET A DIS NEY DAY

IFWERANTHEWORLD

OBAMACLOCK

to buy fromenvironmentallyresponsiblecompanies

people sayit is important

say they will taketheir custom

elsewhere

1 4in

if they feela companys ethicalreputation is not up

to scratch

HAS HAD MORE THAN

application on Facebook

voters11m

The Pepsi Refresh

1993 2010

79%66%

Consumers

who would switchto a brand associated witha good cause2

3out

of

CONTENTS 25
http://www.refresheverything.com/http://www.co-operative.coop/food/food-and-drink/food/Grown-by-us/http://www.causeworld.com/http://www.thewhuffiebank.org/http://www.leapanywhere.com/http://www.facebook.com/ChaseCommunityGivinghttp://www.themobilemovement.org/http://disneyparks.disney.go.com/disneyparks/en_US/WhatWillYouCelebrate/index?name=Give-A-Day-Get-A-Disney-Dayhttp://ifwerantheworld.com/http://www.obamaclock.com/http://www.obamaclock.com/http://ifwerantheworld.com/http://disneyparks.disney.go.com/disneyparks/en_US/WhatWillYouCelebrate/index?name=Give-A-Day-Get-A-Disney-Dayhttp://www.themobilemovement.org/http://www.facebook.com/ChaseCommunityGivinghttp://www.leapanywhere.com/http://www.thewhuffiebank.org/http://www.causeworld.com/http://www.co-operative.coop/food/food-and-drink/food/Grown-by-us/http://www.refresheverything.com/


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FOCUS 09/07/2010

Conspiracy For Good

Conspiracy For Good (CFG) is Nokias latest transmedia campaign, showcasing the Oviplatform through interactive theatre, mobile, music and physical participation with an anti-corporate focus that taps into the zeitgeist.

FOCUS 14/09/2010

Open Planet IdeasOpen Planet Ideas is a crowdsourcing joint initiative by the WWF and Sony. The aim is toharness ideas on the environment and technology; the end result, a synergy of suggestions bythe crowd and the expert panel, will reach prototype stage.

FOCUS 08/07/2010

Panera Cares Cafe

Panera is a bakery and caf with 1400 outlets across America. In May they made the decision totrial a not-for-profit model within one branch. The Panera Cares Caf is so successful that theyare now extending the strategy to two new locations.

LEADERS 28/07/2010

Activism, technology and cultural specifics

Sara Diamond talks to Canvas8 about technology, politics and ideas of global/local. Shediscusses Canadas ties to documentary, the importance of enabling self-representation andTwitters opinion-forming role at the recent G20 summit.

REPORT 08/04/2009

The times they are a-changinDeclining charitable donations, increased demand for their services and record numbers ofvolunteers. What does being charitable mean for consumers and brands in 2009?

REPORT 10/03/2010

Guilty pressures: getting people to give

Whether its a picture of suffering children or a reproachful slogan, guilt has long been used incharity campaigns. But exactly how guilty do you need to make someone feel before they reachfor their wallet?

On Canvas8


READ MORE

CONTENTS 26
http://www.canvas8.com/public/2010/07/09/conspiracy-for-good.htmlhttp://www.canvas8.com/public/2010/07/09/conspiracy-for-good.htmlhttp://www.canvas8.com/public/2010/07/09/conspiracy-for-good.htmlhttp://www.canvas8.com/public/2010/07/09/conspiracy-for-good.htmlhttp://www.canvas8.com/public/2010/07/09/conspiracy-for-good.htmlhttp://www.canvas8.com/public/2010/09/14/open-planet-ideas.htmlhttp://www.canvas8.com/public/2010/09/14/open-planet-ideas.htmlhttp://www.canvas8.com/public/2010/09/14/open-planet-ideas.htmlhttp://www.canvas8.com/public/2010/09/14/open-planet-ideas.htmlhttp://www.canvas8.com/public/2010/09/14/open-planet-ideas.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://www.canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://www.canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://www.canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://www.canvas8.com/public/2010/07/28/activism-technology-and-cultural-specific

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