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A biannual summary of the most important trends currently influencing global consumer culture. The trends in this document are based on a combination of expert opinion and extensive in-house research, tailored to an audience of brands and ad agencies. Hence the TABS acronym: Trends, Anthropology, Brands, Strategy.

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  • September 2010

    TABSkeeping

    Trends + Anthropology + Brands + Strategy{ {

  • ContentsWELCOMETREND MAPMass CustomisationSimple InterfacesBrand MeCodes of ConductInformed ConsumerismNatural MindsetGreen RevolutionHyperawareness of HealthSocial ParticipationAttention EconomyRising Social ConscienceMobile LivingHyperlocalisationTrue StoriesPrivacy & ControlNeo-TribalismCollaborative Living and WorkingSlowEast/WestBlended RealityPOST-ITSOTHER INTERESTING READING & SOURCESABOUT CANVAS8

    34678910111213141516171819202122232425262732

  • CONTENTS 3

    Welcome

    Debbi Evans, Editor Canvas8

    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 DellaRocca, 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.

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

    CANVAS8 ANALYSIS BY Jenny Winfield, Nick Morris, Debbi Evans

    Welcome to Canvas8s Keeping TABS, a biannual summary of the most important trends currently influencing global consumer culture. The trends in this document are based on a combination of expert opinion and extensive in-house research, tailored to an audience of brands and ad agencies. Hence the TABS acronym: Trends, Anthropology, Brands, Strategy.

    Were aware that most of you will be familiar with some of the trends here. The purpose of this document 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 Trend Map on the following page is the result of this analysis. We like that it rather resembles a brain. Weve tried to make the navigation as intuitive and interactive as possible. Each trend is supported by several examples of where its happened, key 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. Weve also identified a few nascent drivers (Post-Its) that, while not yet trends in their own right, are definitely worth keeping an eye on.

    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,

  • CONTENTS

    Trend MapTRENDS

    MassCustomisation

    Rising Social Conscience

    Informed Consumerism Privacy & Control

    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

    same

    down

    up

  • 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?

    CONTENTS

    WHAT ARE THE SIGNS?

    RELATED TRENDS

    Brand Me Slow

    Privacy & Control Simple Interfaces

    up to100%

    Consumers would pay

    for product that has been customised.

    MORE

    of all mass customisation companies on the web offer

    direct customer support.

    Only about

    25%

    2009 2010

    the online personalisedgreetings card service.

    The value of67%

    Moonpig

    def.

    2009 2010

    CONTENTS

    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, they 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 by engaging with their facets and subtleties or allowing individuals to shape each product for themselves. Blank canvases can be intimidating: giving people accessible tools to personalise their products will truly tip this steadily 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

    Interested Gen X and Y

    Globally.up to100%

    Consumers would pay

    for product that has been customised.

    MORE

    of all mass customisation companies on the web offer

    direct customer support.

    Only about

    25%

    the online personalisedgreetings card service.

    The value of67%

    Moonpig

    def.

    not a new concept but in revival with mobile

    TESCO MOBILE SHOPPING APP

    MSI FX600 LAPTOP

    MY DENIM, MY MUSIC

    BMWCHOCOMIZE ADIDAS SYO

    BUILD A BEARME & GOJI NETFLIX

    JIBBITZNIKE iD

    RED MOON PET FOOD SHOEDAZZLE

    PANDORA.COM GRANNIES INC.

    BEST BUY BLUE LABEL DESIGN A TEA

    BENE FURNITURE GHOSTLY DISCOVERY

  • 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 & 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 focus on their priorities and understanding that these will differ between

    customers. It is most clearly seen in developments of technology products, but also used to shape creative thinking. Brands (particularly in the technology sector) are starting to provide clearly presented, easily digestible information to help make informed decisions. The trend for Simple is about manageable decisions; limited options and streamlining, and about ease of use; making form and function work together.

    Presented with a myriad of choices, consumers are suffering from choice fatigue. Spurred on by economic austerity people are making financially-led decisions to simplify and streamline their lives. 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

    ING DIRECT RED MARKET

    THE EYE BY DoDoMo BMW iDRIVE

    TWIFFICIENCYKINDLE PEEK

    BANK SIMPLEFONYOU

    TEXT 2.0SIXTH SENSE

    6

  • Brand MeWHAT IS IT?

    HOW HAS IT BEEN DEVELOPING?

    WHERE IS THE TREND IN ITS LIFECYCLE?

    PEAK

    Ph

    ase

    Time

    WHO IS IT IMPACTING?

    WHAT ARE THE SIGNS?

    WHERE IS IT HAPPENING?

    RELATED TRENDS

    Social Participation

    Neo-tribalism

    Codes of Conduct

    MassCustomisation

    Privacy & Control

    True Stories

    d a

    The relationship one has with friends is about history and personal heritage, and about experiences, and in this online

    space brand me or brand us will become a relationship of friendship as well as commercial transaction.

    UGC and social media have fuelled individual awareness of their power within a group but this is creating anxiety about the self, particularly in the West with its focus on the individual. This anxiety and the mass of media messaging noise have

    resulted in renewed emphasis on Brand Me, which manifests in personalised social networking handles, peer review and social currency, and affiliation with like-minded brands.

    What began as the man