September 2010
TABSkeeping
Trends + Anthropology + Brands + Strategy{ {
2
Welcome
Debbi Evans, Canvas8 Editor
CREDITS
Thanks to:Chris Arnold, Joel Backaler, Barrie Barton, Marco Bevolo, Lori Bitter, Fiona Buckland, Amitava Chattopadhyay, Elizabeth Churchill, Lars Cosh-Ishii, Nic Crowe, Glynn Davis, Krystal D’Costa, Marc De’ath, Jason Della Rocca, Christy Dena, Sara Diamond, Tom Doctoroff, Kristina Dryza, Alex Gordon, Dale Herigstad, David Jennings, Toby Kay, Daniela Krautsack, Meena Kadri, Ramsey Khoury, Gerd Leonhard, Trevor Lloyd-Jones, Andrew Losowsky, Brian Merchant, Kate Mew, Monocle, Alan Moore, Don Norman, David North, Daniel Nye Griffiths, Clay Parker Jones, Neil Perkin, Joseph B. Pine, Ruby Pseudo, PSFK, Mary Lou Quinlan, John Ryan, Jean-Robert Saintil, Marian Salzman, Mandy Saven, Baba Shiv, Arvind Singhal, Michael Solomon, Ysanne Spevack, Springwise, Luciana Stein, Ed Stocker, Danny Taewoo Kim, TED, Ana Terzi, Trendwatching, Fabrizio Valente, Mark Vanderbeeken, Ilya Vedrashko, Sheila Wan, Richard Watson, WGSN, WIRED, Faris Yakob, Mio Yamada.
DESIGN by Margherita Gaffarelliwww.apricot-juice.com/meg
Welcome to Canvas8’s keeping TABS, a biannual summary of the most important trends and drivers currently influencing global consumer culture written for an audience of brands and ad agencies.
We’re aware that most of you will be familiar with some of this content. The purpose of keeping TABS is not to sketch out crystal ball predictions, but to put the last six months of global culture into a usable context. Whilst we first identified some of these trends over six months ago, they nevertheless continue to have a profound impact on global behaviour.
We’ve trawled academic journals, panned the gold from hundreds of pop culture and industry blogs, and probed the minds of globally recognised Thought Leaders before stepping back and piecing it all together. The map on the following page is the result of this analysis.
Each of the TABS is supported by case studies, statistics and the consumer groups most affected; we’ve described mindsets where possible, but good old-fashioned demographics are often used for clarity’s sake. All external sources along with some excellent further reading can be found at the back. And finally, the Scrapbook: for all the other interesting bits which aren’t quite TABS yet.
I hope you draw as much inspiration from reading this document as we have in putting it together. Prod it, pass it around and scribble on it – and please do let us know what you think: [email protected]
Warmest wishes,
ContentsWelcomeTABS MapMass CustomisationSimple InterfacesBrand MeCodes of ConductInformed ConsumerismNatural MindsetSustainable CapitalismHyperawareness of HealthSocial ParticipationAttention EconomyRising Social ConscienceMobile LivingHyperlocalisationTrue StoriesPrivacy and ControlNeo-tribalismCollaborative Living and WorkingSlowEast/WestBlended RealityScrapbookExploreAbout Canvas8
245791113151719212325272931333537394143454651
CONTENTS 4
TABS MapTABS
MassCustomisation
Rising Social Conscience
Informed Consumerism
Privacy andControl
SimpleInterfaces
Mobile Living
NaturalMindset
Neo-tribalism
Brand Me Hyperlocalisation
Sustainable Capitalism
Collaborative Living and Working
Social Participation
East/West
Codesof Conduct
True Stories
Hyperawareness of Health
Slow
Attention Economy
BlendedReality
Related to
CONTENTS 5
Mass Customisation
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHAT IS IT?
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
Ph
ase
Time
WHERE IS IT HAPPENING?
WHAT ARE THE SIGNS?
RELATED TRENDS
Brand Me Slow
Privacy and Control Simple Interfaces
up to
100%
Consumers would pay
for a customised product
MORE
2009 2010
*the online personalisedgreetings card service
If you travel on business, you want one thing from the airline, the hotel, the rental car company, the restaurants you
frequent, and so forth. Bring your spouse with you, and suddenly all of those requirements change. Bring the kids along, and they change again.
Brands are finally moving away from demographics; consumers are being targeted in their transient, flighty need states (but importantly, are not being defined by them) with intuitive and exciting ways to customise products, services and experiences.
Brands are honing in on what consumers really want with a subtler understanding of their preferences – or allowing individuals to shape each product for themselves. Blank canvases can be intimidating: giving people accessible tools to personalise their products has tipped this growing trend into the mainstream.
The mass market approach of considering consumers as a homogenous group is truly over. People approach brands differently each time they interact with them – their personal moods, mindsets, experiences are constantly in a state of flux, as are their needs and expectations.
Joseph B. Pine,Author of Mass Customization: the new frontier in business competition
Technologically advanced and interested Gen X and Gen Y
Globally
The value of 67%Moonpig*
not a new concept but in revival with mobile
TESCO MOBILE SHOPPING APP
MSI FX600 LAPTOP
‘MY DENIM, MY MUSIC’
CHOCOMIZE ADIDAS SYO
BUILD-A-BEARME & GOJI NETFLIX
JIBBITZNIKE iD
RED MOON PET FOOD SHOEDAZZLE
PANDORA.COM GRANNIES INC.
BUILDABRAND DESIGN A TEA
BENE FURNITURE GHOSTLY DISCOVERY
On Canvas8
Mass Customisation
READ MORE
CONTENTS 6
FOCUS 12/02/2010
[me] & goji
[me] & goji are a small artisan company creating custom blends of breakfast cereal. The broad appeal of this seemingly niche product is testament to the consumer desire for personalised goods with expert personality.
FOCUS 14/09/2010
4Food
4Food is a chain of healthy, natural and customisable fast-food restaurants. New Yorkers can fully customise their (locally-sourced) burger online, or using the iPad menus, and promote it via social networks in exchange for discounts.
FOCUS 01/03/2010
Ponoko
By enabling creators to connect directly with the closest local fabricators, Ponoko promotes the localisation and democratisation of the manufacturing process and taps into a revived interest for DIY design.
LEADERS 20/10/2009
Mass customisation: you never step into the same river twice
With choice fatigue, an expectation of personalised service and the changing needs of every individual from moment to moment, how can brands cater to consumers, stand apart in a crowded market and watch their costs? Thought Leader Joe Pine has the answer.
FOCUS 07/09/2009
Customised retail
What can retailers do to attract their target demographic? Glynn Davis explores how brands are adapting stores in Germany and the UK, but cautions against alienating potential customers with too niche an offering.
REPORT 17/07/2009
Variable service makes constant customers
Universal, fixed design and prescribed service models may appear to reinforce brand identity - but such predictability can be uninspiring. The key to an exceptional customer experience, says Kristina Dryza, lies in variability.
CONTENTS
CONTENTS
Simple Interfaces
different combinations
HOW HAS IT BEEN DEVELOPING?
WHERE IS THE TREND IN ITS LIFECYCLE?
PLATEAU
Ph
ase
Time
WHO IS IT IMPACTING?
WHAT IS IT?
can be rearranged into
SIX EIGHT-STUDLEGO BRICKS
WHAT ARE THE SIGNS?
Slow
MassCustomisation
Privacy and Control
Informed Consumerism
Blended Reality
RELATED TRENDS
Mobile Living
People do not want simplicity – what they really want is understanding. People don’t want to give
up the power. What they are against is being confused.
Simple means giving people the tools to help them reassess their priorities and understanding that these priorities will
differ between customers. The Simple trend is most evident in the development of technology products, but can also be used to shape creative thinking. Brands (particularly in the technology sector) are starting to provide clearly presented, easily digestible information to help consumers make informed decisions. Simple is about manageability, limited options, streamlining and ease of use: making form and function work together.
Presented with a myriad of options, consumers are suffering from choice fatigue. People are making decisions to help them simplify and streamline their lives, spurred on by economic austerity. The Simple trend is about intuitive interfaces and complex filters. It is not about ‘basic’.
Don Norman, Co-founder of Nielsen Norman Group and former VP, Apple
WHERE IS IT HAPPENING?The developed world, where choice is abundant and consumers are overloadedwith complex information
Everyone in developed nationswhere pressure to ‘know more’ is high
(Gen X, GenY)
different combinations
can be rearranged into
SIX EIGHT-STUDLEGO BRICKS
APPLE iPHONE AND iPAD
GOOGLE DASHBOARD VAGE
ING DIRECT RED MARKET
THE EYE BY DoCoMo BMW iDRIVE
TWIFFICIENCYKINDLE PEEK
BANK SIMPLEFONYOU
TEXT 2.0SIXTH SENSE
7
CONTENTS 8
FOCUS 04/08/2010
fonYou
fonYou is an award-winning Spanish mobile telephony brand which offers users a useful and innovative way of managing all their mobile phone activity, rather than just bills, from one place on 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 some issues around commercial opportunity.
FOCUS 26/08/2010
A Bit More
Breville’s toasters have a unique feature that is becoming a usability design classic. The ‘A Bit More’ button solves a problem so simple and obvious it needs no explanation. In fact, many cite it 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 mobile technology can manage and filter the vast amounts of content available.
REPORT 08/09/2010
Don Norman: Living with Complexity
Don Norman, one of Business Week’s ‘27 Most Influential Designers’, talks about the role of design 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 thriving segment where excess features are not an option.
CONTENTS
On Canvas8
Simple Interfaces
READ MORE
Brand Me
WHAT 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 and 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.
Individuals are more aware of their image and social media has put control firmly in their hands. Whether for commercial or social purposes they carefully curate and optimise their personal image across a multitude of channels. In an increasingly
participatory society, social currency plays a key role – it’s not just about peer reviews of products, it’s about peer reviews of peers. People ‘like’ brands – but they are no longer ‘fans’. Brand Me links closely 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. The introduction 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 demonstrating expertise 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 and Canvas8 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 user is connected to
on virtual goods in 2009
over
The Chinese
The UK spent
$5bn$800
million
spent
CLAUDIA ROGGE’S ‘HUMAN PATTERNS’
HANGING OUT AT THE MAC STORE
COLLEGE STUDENTS ‘ICING’ EACH OTHER
MYSPACE LAYOUTS
FARMVILLE TRACTOR SALES
MYBRANDZ.COMBRAND TATTOOS
FLATTR WHUFFIE BANK
BUILDABRAND
FACEBOOK ‘LIKE’
CONTENTS 9
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 from former Pirate Bay chief Peter Sunde. It’s still in beta, but gaining traction - most recently with two major German newspapers.
FOCUS 02/09/2010
Buildabrand
Buildabrand is a service offering businesses of all sizes, and individuals, the ability to create a brand from scratch. It taps into mainstream awareness of personal branding as a result of exposure 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 rewarding creative and favourable online behaviour. The non-profit company was recognized as one of the 50 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 us something 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 digital masses, Michael Solomon documents some emerging behavioural strands and their potential impact 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 on Facebook. Jenny Winfield dissects the components of online identity and explains why a faceted approach to social networks is long overdue.
Codes of Conduct
HOW HAS IT BEEN DEVELOPING?
WHAT IS IT?
WHO IS IT IMPACTING?
WHAT ARE THE SIGNS?
RELATED TRENDS
Brand Me Rising Social Conscience
Privacy and Control SocialParticipation
Blended Reality
WHERE IS THE TREND IN ITS LIFECYCLE?
STRONGGROWTHP
has
e
Time
There’s no doubt in my mind that kindness is the new currency. As life becomes tougher, which I’m afraid it’s 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 are accessed - 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 there’s a renewed respect for ‘proper’ manners. Being outspoken and opinionated is the new norm, but there’s a palpable awareness that rudeness can leave indelible traces on reputation.
Physical codes of conduct, initially mimicked online, are being modified in the digital space and impacting real-world behaviour, which has become noticeably more playful and open. As online activity is increasingly recognised as part of Brand Me, people are improving their digital etiquette.
Eugenie Harvey,Founder of WeAreWhatWeDo and 10:10
WHERE IS IT HAPPENING?Globally, particularly in more Westernised societies where social sharing is rife
All internet users
particularlyGen Y and Boomers
VIRGIN’S PHONE ETIQUETTE
POST SECRETTROLLING SEXTINGTOKYO METRO ‘DO IT AT HOME’
SURGING POPULARITY OF HERITAGE BRANDS
GERTRUDE AND ALICE’S HOMELY SYDNEY BOOKSHOP
PENGUIN CLASSICS SALESDDB’S GROWN-UP PLAYLAND
FOR McDONALD’SPRINGLES TMI OVERSHARERS CAMPAIGN
CHAT ROULETTE
DR. PEPPER STATUS TAKEOVER
MEIN MAGAZINE
have used the anonymity of the web to lash out at companies or brands
of people23% Sales of
Penguin classics
in 2009
experienced DOUBLE DIGIT GROWTHthink the population
is getting less civilised
of American75%
adults
under 25siPhone users
32%of people regret something they’ve posted online.
This rises to
59% 54%
CONTENTS 11
FOCUS 17/02/2010
ChatRoulette
The website ChatRoulette, which connects strangers randomly across the globe, has become a sensation. 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 phone etiquette, offering people a place to vent anger, name and shame offenders and establish a recognised 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 to leave an anonymous confession. After massive interest from the UK public, the artists now want to 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 resulting interplay reflects the maturation of a new, informed kind of trust that rests on mutual exchange of information 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 cut through the clutter. At the same time audiences may find these high-risk, high reward brand strategies 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 its wake, Penguin Classics’ sales were their best ever in every territory. Fiona Buckland wonders why.
On Canvas8
Codes of Conduct
READ MORE
CONTENTS 12
HOW HAS IT BEEN DEVELOPING?
WHERE IS IT HAPPENING?
Hyperlocalisation
RELATED TRENDS
Hyperawareness of Health
Rising Social Conscience
Mobile Living
Simple Interfaces Slow Natural Mindset
True Stories
WHAT IS IT?
WHO IS IT IMPACTING?
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
Ph
ase
Time
WHAT ARE THE SIGNS?Informed Consumerism
There will be more ‘e-breed’ customers, which means that the same customer might
do 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 know more both about the products they’re buying and the brands they’re 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 software enables smarter filtering for relevance and proximity. People rely on peer product reviews – and trust in non-branded aggregators of information is building.
People are looking to make increasingly informed (but crucially, not always rational)decisions both prior to and at point of sale. For brands, providing comparative analysis and transparent information creates trust and generates goodwill.
Fabrizio Valente,Retail consultant and CEO, KikiLab
Globally – more economically and technologically developed nations
Those who believe in an
open information economy
Those who participate 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
TOKYO’S N BUILDING
NUTRICATE RECEIPTS
TESCO FINDER APP TALES OF THINGS
YELP STICKYBITS ECO INDEX
GOOGLE GOGGLES SHOPSAVVY
value theirown research a sales person’s advice
over
of consumers92%
look for retailer or product coupons
of smartphoneowners
look at third-party or consumer reviewsof a product while in store
45% 43%
Approximately
2008
20%
up from
purchases when
coupons or discounts
couldn’t be easily
obtained.
abandoned
40% of shoppers
spreading with smartphones
During Xmas 2009
CONTENTS 13
FOCUS 09/06/2010
Interactive W Magazine
Luxury magazine W’s first Shopping Issue in April 2010 had fully interactive mobile ads running throughout, supported by an extensive outdoor campaign in affluent New York City.
FOCUS 03/09/2010
Frito-Lay Chip Tracker
In the US, Lay’s crisps are grown and produced locally. To highlight this, PepsiCo created the ‘Frito-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 labelling standard for apparel, which takes the entire product lifecycle – including marketing – into consideration. 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 stores incorporating new technologies into their brand experience. Be wary, she concludes, that strategies 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 QR codes, which can be unlocked with a simple iPhone app to receive up-to-date information on stores inside.
LEADERS 14/07/2010
Bricks and Clicks: delving into inline retail strategy
There’s a false dichotomy between e-tail and retail. Building on Mandy Saven’s recent report, Michael Solomon takes a closer look at the mechanics of shopper interaction and technology’s potential in the purchase process.
On Canvas8
Informed Consumerism
READ MORE
CONTENTS 14
Natural Mindset
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHERE IS IT HAPPENING?
WHERE IS THE TREND IN ITS LIFECYCLE?
Ph
ase
Time
WHAT IS IT?
RELATED TRENDS
Hyperlocalisation Sustainable Capitalism
Rising Social Conscience
Hyperawareness of Health
True Stories
Informed Consumerism
WHAT ARE THE SIGNS?
1STRONGGROWTH
Natural and additive-free have become part of the consumer’s health and
wellness vocabulary, and we’re 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 an interest 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 the natural world in terms of functionality and aesthetics.
A stringent avoidance of the artificial in all walks of life, seeking out experiences and products with a definitive, plausible origin (rooted in nature or science), being engaged at a higher level and compelled to act within the 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 backlash against ‘plastic’ culture
GEOX ‘BREATHING’ BUILDING
TERRARIUM TREND
BIOMIMICRY IN PRODUCT DESIGN
R&SIE ARCHITECTS
SNOG, MARRY, AVOID?
RFID AUTHENTICATION OF WINE
NATURAL & HOLISTIC HEALTH REMEDIES
‘STRAIGHT EDGE’ YOUTH
GLAMPING
NATURAL PET FOOD
puregrew from
purity
purely
2008 2009
5,705
3,013
Use of the words
on consumer food produts in the USA
to
in the USA
The total number of
9%
cosmetic surgeryprocedures
decreased by
Year-on-Yearin 2009
KAREN MAGAZINE
CONTENTS 15
BLOGHUNTER 22/10/2009
Pepsi Raw
Pepsi UK has stepped up in the soda wars with its new drink – Pepsi Raw. According to the company, it has dropped artificial preservatives and sweeteners and is made from natural sources such as apple extract, plain caramel coloring and tartaric acid from grapes.
FOCUS 15/06/2010
Twig Terrariums, and other small worlds
New York’s Twig Terrariums make tiny worlds full of whimsy and humour. Beyond their role as a memoir of nature, however, these miniatures also touch upon underlying trends in both the consumer 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, says Ysanne 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 and emerging markets. Two industry experts identify the consumer drive behind the trend and outline the 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 looking for a less polished type of sophistication. Trend expert Luciana Stein investigates the behavioural and 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 and towards a discreet and logo-less aesthetic. What consequences could this pattern have for the brands and the brand name cachet?
On Canvas8
Natural Mindset
READ MORE
CONTENTS 16
Sustainable Capitalism
WHAT IS IT?
HOW HAS IT BEEN DEVELOPING?
WHERE IS IT HAPPENING?
WHO IS IT IMPACTING?WHERE IS THE TREND
IN ITS LIFECYCLE?
STRONGGROWTH
Ph
ase
Time
RELATED TRENDS
Social Participation
Rising Social Conscience
Hyperlocalisation Natural Mindset
True Stories
WHAT ARE THE SIGNS?
d 2
The creation of a business model that understands and respects the triple bottom line of people, planet and profit. It is about responsibility and longevity. Sustainable Capitalism’s watershed moment came in 2006 with Al Gore’s Oscar-winning An
Inconvenient Truth and has accelerated through the recent economic recession and people’s increasing desire to do something inherently good and ‘right’.
Doing good is good business. This is 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, can’t afford to make happen, and on a scale that they can’t 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 businesses to demonstrate values, not just claim their alliances.
Sir Martin Sorrell,Chief Executive Officer of WPP Group
Globally
Everyone - developed and developing nations alike
UPS’S GPS REPROGRAMMING
FRITO-LAY CHIP TRACKER
CHINA’S DONGTAN ECO-CITY
STELLA ARTOIS’ BOTTLE REDESIGN
CHINA’S SUSTAINABLE ENERGY PROGRAMME
THE WALMART SUSTAINABILITY INDEX
PUMA’S CLEVER LITTLE BAG
MARKS & SPENCER EGG TRACKER
SAINSBURY’S KEEPING BEES
SLIM CHAMPAGNE BOTTLES
CONSPIRACY FOR GOOD
SUN CHIPS ECO PACKAGING
COOP WINECOLALIFE KARMA CUP
plan to invest in low carbon technologies
have laid out a
US$585bn
The Chinese government
a movement set up around the 2009 COP 15 conference to unite nations with hope for policy change
def.
citizens of Hopenhagen
There are
6,172,822035%
say they will spend more on ‘green’in the coming year
of consumers
CONTENTS 17
FOCUS 10/06/2010
SunChips eco packaging
PepsiCo have replaced their SunChips packaging with 100% compostable material. While customers have criticised the new packaging for being ‘less tactile’ and ‘too noisy’, others have lauded PepsiCo as pioneers.
FOCUS 08/07/2010
Panera Cares Café
Panera is a bakery and café with 1400 outlets across America. In May they made the decision to trial a not-for-profit model within one branch. The Panera Cares Café is so successful that they are now extending the strategy to two new locations.
FOCUS 22/03/2010
ColaLife
ColaLife is an initiative which aims to use Coca Cola’s far-reaching global distribution to carry ‘social 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 cup consumption. This year’s winner, Karma Cup, not only eliminates the cup entirely, but gives you an 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 time for a new look at corporate social responsibility. In the context of current and future challenges, how do young Indian consumers see CSR?
On Canvas8
Sustainable Capitalism
READ MORE
REPORT 19/03/2010
Embracing the new philanthropy
In spite of good intentions, consumers value cost savings over planet saving, and they expect major multinational companies to do what they can’t.
CONTENTS 18
Hyperawareness of Health
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING? WHERE IS THE TREND IN ITS LIFECYCLE?
STRONG GROWTHP
has
e
Time
WHAT IS IT?
WHERE IS IT HAPPENING?
Informed Consumerism
Rising Social Conscience
Slow Natural Mindset
RELATED TRENDS
WHAT ARE THE SIGNS?
The ability for people to test themselves effectively will change the healthcare
industry. 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 into daily 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 have adopted more ‘medical’ brand messaging. Rise in online patient communities providing support and therapy for fellow sufferers.
The popularity of organic food, holistic living and attention to personal mental health has sharpened individual focus on daily wellbeing, fuelled by mobile monitoring apps and access to like-minded communities online. At the most basic level, people want to know what
they’re consuming and what impact it will have on their health, as an extension of Informed Consumerism and Natural Mindset.
Piers Fawkes,President, PSFK
Boomers Gen X Smartphone users
Primarily North America, Europe (early growth), Asia
SENIORBRIDGE SKYPE VIDEO CONSULTATIONS FOR ELDERS
IMPLANTABLE ANTENNA FOR MONITORING IN-VIVO CHEMICAL REACTIONS
HEART ATTACK GRILL 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
of Americans60%
by 2015
PEPSICO NUTRITION LAB HEALCAM
MICROSOFT HEALTH VAULT
CONTENTS 19
FOCUS 08/09/2010
CureTogether
CureTogether.com is a website that allows users to keep track of their health. The free service matches 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-minded community. 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 can fully customise their (locally-sourced) burger online, or using the iPad menus, and promote it via social networks in exchange for discounts.
LEADERS 28/04/2009
Data are beautiful things
From social networks to art galleries, data visualisations are everywhere. Sara Diamond evaluates the importance of these intuitive, uniquely human interpretations of complexity and their 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 image consumption. We explore how retail environments have evolved to fit the consumer desire for a more 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 individual wellbeing.
On Canvas8
Hyperawareness of Health
READ MORE
CONTENTS 20
Social Participation
WHAT IS IT?
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHERE IS IT HAPPENING?
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
Ph
ase
Time
Brand Me
Rising Social Conscience
Hyperlocalisation
CollaborativeLiving and Working
Codes of Conduct
Blended Reality Mobile Living
RELATED TRENDS
of US Gen Y 4 vs
WHAT ARE THE SIGNS?
Mass social participation is embraced as the antidote to information isolation and overload. Directly linked to Rising Social Conscience, we are seeing an important shift from a ‘me’ to a ‘we’ culture. Technology facilitates offline personal interaction rather than creating a
barrier to it. Many examples of Social Participation achieve broad social 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 it
across 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 chance encounters. 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 YGen X
as facilitators
81%
have volunteeredin the past year
There are
worldwide
geocachers4-5 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 BALLOON CHALLENGE CLIMATECAMP
Europe, North America. Japan, China and India (strong growth)
CONTENTS 21
FOCUS 19/01/2010
Picture the Impossible
In the face of flailing news sales, the Rochester Democrat and Chronicle launched a hyperlocal game with major brand sponsorship aimed at strengthening community bonds and encouraging creativity and charity.
FOCUS 11/05/2010
LeapAnywhere
LeapAnywhere is a part social network, part listings site that aggregates cool volunteer opportunities around London in a bid to make social participation more fun and competitive. We spoke 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 media for 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. She discusses Canada’s ties to documentary, the importance of enabling self-representation and Twitter’s 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 the behavioural triggers for joining them in the first place. How can brands mobilise groups to their benefit 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 support the shift from ‘me’ to ‘Wii’? Alex Gordon looks into the semiotics of recession and the consumer backlash to selfish individualism.
On Canvas8
Social Participation
READ MORE
CONTENTS 22
Attention Economy
WHAT IS IT?
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHERE IS IT HAPPENING?
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
Ph
ase
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 and attention poor. Media can be accessed anywhere, in a multitude of formats. Irrelevant interruptions are unwelcome. Context is everything and time is people’s most precious
commodity, evidenced by the rise in simultaneous media use and savouring of down-time.
Context + meaning = cultural value; without it brands turn onto the slip road called ‘irrelevance’ and park up against the sign
marked ‘obsolescence’ without a petrol station in sight.
Alan Moore,Co-founder of SMLXL and Canvas8 Thought Leader
Media requiring deep concentration are no longer valued as highly as people learn the benefits of selective attention. There’s an increasing 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 allowed in 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 usersmedia multitask
2 hours and 39 minutes every month
57%
THE WONDERFACTORY
‘MINIMALISH’ SHORT ATTENTION SPAN PAINTINGS
RED BULL BULLETIN DREAMING IN MONO
GOOGLE ADSENSE READ IT LATER WIDGETS
GUARDIAN ZEITGEIST
TOKYO YAKULT SWALLOWS
‘EUROSTAR’ SOMERS TOWN
UNBEATABLE (CHINA)
NIKE TRUE CITY ING DIRECT CAFÉS
NEXT MEDIA’S NEWS CLIPS
NY-Z ABSOLUT VODKA HERO108
CONTENTS 23
FOCUS 22/04/2010
Pedro & Maria
Pedro & Maria is an interactive branded entertainment telenovela which will enable fans to vote on plot direction through social media channels. It will be co-produced by MTV and Procter & Gamble.
FOCUS 03/08/2010
Rider in a red coat
A 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 exchange for several minutes of fans’ attention. Following its launch in Australia, it’s 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 line approach to non-linear thinking. Alan Moore makes the case for a more fractured, participatory approach to brand identity.
REPORT 12/03/2010
Addressing contemporary media use
People are increasingly accessing multiple types of content simultaneously. Transmedia expert Christy Dena evaluates the importance of advertising campaigns that recognise contemporary media 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 Jones investigates Near Field Communication and its impact on the mobile and advertising industries.
On Canvas8
Attention Economy
READ MORE
CONTENTS 24
Rising Social Conscience
WHAT IS IT?
HOW HAS IT BEEN DEVELOPING?
WHERE IS IT HAPPENING?
WHO IS IT IMPACTING?WHERE IS THE TREND
IN ITS LIFECYCLE?
STRONG GROWTHP
has
e
Time
Hyperlocalisation SlowInformed Consumerism
CollaborativeLiving and Working
Sustainable Capitalism
Natural Mindset Codes of Conduct
Hyperawarenessof Health
RELATED TRENDS
WHAT ARE THE SIGNS?
A growing backlash against ‘greed culture’ coupled with a genuine desire to do something wholesome and ‘give something back’. It has also been referred to as the ‘moral reset’. Transparency, fuelled by the immediacy of technology and the global reach of media has
led to a more informed consumer and an affection for brands with morally defensible values that people want to identify with.
Customers want to transact with companies that do the right thing and make responsible environmental
choices.
Jo Fox,Deputy Director of The Bigger Picture for Sky Broadcasting
Public denunciation of bankers’ bonuses by government and media, growth in charitable actions and support of companies who uphold 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 world as consumers
Developing world as suppliers of commodities
PEPSI REFRESH
GROWN BY US
CAUSEWORLD
WHUFFIE BANK
LEAP ANYWHERE
CHASE COMMUNITY GIVING
MOBILE MOVEMENT
GIVE A DAY GET A DISNEY DAY
IFWERANTHEWORLD
OBAMACLOCK
to buy from environmentally responsible companies
people sayit is important
say they will take their customelsewhere
1 4in
if they feel a company’s ethical reputation is not up
to scratch
HAS HAD MORE THAN
application on Facebook
voters11m
The Pepsi Refresh
1993 2010
79%66%
Consumerswho would switchto a brand associated with a ‘good cause’2
3out of
CONTENTS 25
FOCUS 09/07/2010
Conspiracy For Good
Conspiracy For Good (CFG) is Nokia’s latest transmedia campaign, showcasing the Ovi platform through interactive theatre, mobile, music and physical participation – with an anti-corporate focus that taps into the zeitgeist.
FOCUS 14/09/2010
Open Planet Ideas
Open Planet Ideas is a crowdsourcing joint initiative by the WWF and Sony. The aim is to harness ideas on the environment and technology; the end result, a synergy of suggestions by the crowd and the expert panel, will reach prototype stage.
FOCUS 08/07/2010
Panera Cares Cafe
Panera is a bakery and café with 1400 outlets across America. In May they made the decision to trial a not-for-profit model within one branch. The Panera Cares Café is so successful that they are 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. She discusses Canada’s ties to documentary, the importance of enabling self-representation and Twitter’s opinion-forming role at the recent G20 summit.
REPORT 08/04/2009
The times they are a-changin’
Declining charitable donations, increased demand for their services and record numbers of volunteers. What does being charitable mean for consumers and brands in 2009?
REPORT 10/03/2010
Guilty pressures: getting people to give
Whether it’s a picture of suffering children or a reproachful slogan, guilt has long been used in charity campaigns. But exactly how guilty do you need to make someone feel before they reach for their wallet?
On Canvas8
Rising Social Conscience
READ MORE
CONTENTS 26
Mobile Living
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
Ph
ase
Time
WHAT IS IT?
WHERE IS IT HAPPENING?
Attention Economy
Collaborative Living and Working
Hyperlocalisation
SocialParticipation Simple Interfaces Informed
Consumerism
Blended Reality
RELATED TRENDS
WHAT ARE THE SIGNS?
The future of media will be information consumed on superphones while on the go.
Improved connectivity and data speeds, changing attitudes to IP and greater multimedia capabilities have led
to a growth in always accessible media on handsets. The role of semantic data in determining context will become increasingly important as people look to filter and simplify. In the developing world, mobile is a great equaliser: many places will go from no internet to mobile internet. Those without smartphones still rely heavily on SMS for communication with loved ones and business in their local community - whether farming alerts or mobile banking services.
Mobile is changing the world more than the internet ever could. It has liberated people, enabling them to make major decisions around living, education, work, communication and consumption - they can be on the move, live anywhere and
yet still be plugged in and perform effectively. This trend has accelerated with the growth of smartphones, making it easier and more cost effective to connect to the internet than ever before.
Rob Glaser,Chairman of RealNetworks
An estimated 73% of the global population
Truly globally
TWITTER FAST FOLLOWOBOPAY
WORKING NOMAD
LAYAR AUGMENTED REALITY
MOBILE BANKING IN AFRICA
MOBILE.ME SQUAREMXIT
FOURSQUARE GOWALLA
MEGAHOUSE PROCESSAWAY
SMSONE MEDIA
WORLDWIDE
TALK ON A LANDLINE
SENDEMAIL
MESSAGESthan
More people
of the totalpopulation
The Finnish SMSuser base is
90%
of Kenya’s bank accounts
49%
are mobile
active mobilesubscriptions
There are
billion
the global population is 6.8 billion
5
GOOGLE’S ‘MOBILE FIRST’ STRATEGY
TXTEAGLE 0.FACEBOOK
CONTENTS 27
FOCUS 17/08/2010
Mobile Shopping Sitges 2010
An innovative partnership between Telefonica, La Caixa bank and Visa will allow shoppers to pay with their phones at 500 retailers in the town of Sitges until October 2010. It’s the biggest NFC payment trial to date in Europe.
FOCUS 11/12/2009
SMSOne Media
Necessity breeds ingenuity: this micro-local news service gets vital information to rural villages in India, via a combination of SMS alerts and word of mouth.
FOCUS 17/12/2009
Obopay
A mobile payment system based in the US with plans for global expansion which enables phone owners to send funds via SMS and mobile internet.
REPORT 03/08/2009
SMS and emerging markets
In an interview with Canvas8, Director of Product Management, EMEA for mBlox Johan Lindstrom shares his views about the SMS industry, its relevance to emerging markets and why they’re not scared of smartphones.
REPORT 02/07/2010
Nose to screen: interacting with smartphone ads
Mobile marketing is an industry facing huge growth as consumers spend more time and money on mobile. As the feud between Google and Apple heats up, we take a closer look at advertising in the smartphone industry.
REPORT 24/05/2010
Courting chance: the importance of serendipity in a networked world
As we move into an age of blended reality characterised by tighter networks and filters, the need to elicit chance encounters has become more important than ever. It’s time to reassess what serendipity really means and why it’s relevant now.
On Canvas8
Mobile Living
READ MORE
CONTENTS 28
Hyperlocalisation
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
Ph
ase
Time
WHAT IS IT?
WHERE IS IT HAPPENING?
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
Natural Mindset
Rising Social Conscience
SocialParticipation
Collaborative Living and Working
Informed Consumerism
Slow
RELATED TRENDS
Mobile Living
WHAT ARE THE SIGNS?
Will that product work everywhere or is it about finding other localities that are appropriate twins because of similar
conditions? Is it temperature, cultural practices, historical legacies or population that link with your own?
A focus on local community, local produce and local news - accessed online or off - and resulting in new product development which caters to a community or region.
Technology is helping people reconnect with those close by - whether through sites like NeighborGoods or location-based services Foursquare and Gowalla. Media giants AOL, Google and CNN continue to invest heavily in local news networks, and
Starbucks are working with Yahoo to launch their own community sites across the US. Recognising the appeal, brands such as Kit Kat have started developing products for niche markets - and some have come under fire for ‘localwashing.’ Global chain retailers have decentralised budgets, enabling branches to introduce local stock and customise their interiors to suit community identity.
Sara Diamond,President of OCAD University, Ontario and Canvas8 Thought Leader
Globally
Those fazed by globalisation(and seeking to establish
genuine connections)
GEOLOCATION GAMES
MILLAU VIADUCT SERVICE STATION
KIT KAT REGIONAL FLAVOURS
HIPPO SNACKS’ TWITTERDELIVERY NETWORK
STARBUCKS 15TH AVENUE
USHAHIDI COURS EN VILLE TWITZIP
PICTURE THE IMPOSSIBLE
MCDONALD’S ‘SWISS WEEKS’
GOOGLE FAVORITE PLACES
REGIONAL ACCENTS IN JAPANESE VENDING MACHINES
KAREN MAGAZINE NEIGHBORGOODS
Most effective ways to engagea local audience:
local content on websites
eventsprint ads
69% 62% 59%
has just launched its
AOL’s local news network Patch
100 SITEth
and plans to launch
by December400 more
SMSONE INDIA HEROEX
CONTENTS 29
On Canvas8
Hyperlocalisation
READ MORE
FOCUS 11/02/2010
Heroex
Heroex is an e-tail startup based in San Francisco that delivers almost anything - from headphones to toilet paper - within an hour, coordinated through a network of local ‘Delivery Heroes’.
FOCUS 11/12/2009
Kites: The Remix
Kites became the first Bollywood film to break into the US Weekend Top Ten. Released one week later, Kites: The Remix is an international version that cuts the running time down to a Hollywood-friendly 90 minutes.
FOCUS 13/07/2010
Hippo’s Twitter-powered delivery network
India has several million local shops, or Kirana stores, which serve the mainstream market daily. Tracking local requirements is a daunting task, but Parle Agro have uncovered a creative way of getting customers to solve the problem.
REPORT 30/10/2009
Logging on to meet up: building communities with tech
Before social networking came along, people would pop round to see their neighbours, shoot the breeze, maybe borrow a cup of sugar. Now, however, a new breed of virtual services are encouraging real world human contact.
FOCUS 08/04/2010
Kit Kat goes hyperlocal in Japan
Nestle is expanding their strategy of niche flavours to include a new range of hyperlocal culturally specific tastes for the Japanese market.
REPORT 29/03/2010
Geolocation and the city
2010 has been predicted to be the year of location. In this report, we consider how geolocation can change social interaction, individual experiences and the perception of urban space, and how brands can become a part of this radical change.
CONTENTS 30
True Stories
Stephen Denny,Influence Strategistand founder of ‘Decision triggers’
WHAT ARE THE SIGNS?
HOW HAS IT BEEN DEVELOPING?
Brand Me Slow
Informed Consumerism
Attention Economy
Neo-tribalism
Natural MindsetSustainable Capitalism
RELATED TRENDS
WHERE IS IT HAPPENING?
WHO IS IT IMPACTING?
WHAT IS IT?
WHERE IS THE TREND IN ITS LIFECYCLE?
STRONG GROWTHP
has
e
Time
long term trend
a
Stories engage us on a cultural, societal and physical level. We respond to stories because we’re wired to. It’s how we teach our children, it’s how we learn and it’s how we animate our desires so that others will comply. Stories – the good, the
bad and the inconceivably stupid – are the imperfections in brands and their actions that make them believable, lovable and human.
Closely linked to Sustainable Capitalism, True Stories is powered by a corporate search for purpose, as brands strive to communicate heritage as well as flexibility in providing dynamic solutions to broad social, environmental and ethical issues. The
use of narrative or careful curation communicates the personality of the brand and gives it a human energy.
The consumer search for brands that demonstrate authentic, transparent behaviour with personality, and communicate this honestly - warts and all - across all platforms and brand touchpoints. An engaging story which communicates a human brand is not
enough - it needs to carry deeper meaning and purpose.
US, UK, France. Contracted sense of ‘global’ means stories can be truly followed by everyone’
Gen YBrand awareGen X
Environmentallyconscious Boomers
PASS THE BATON
NOSTALGIC ADS
M&S PENNY BAZAARS
ZAPPOS
THE SECRET DIARY OF STEVE JOBS
TALES OF THINGS
ACIDE MACARON
EXPLOSION OF THE ARTISAN
18 and 24of people between the ages of
are likely to read and act upon advertising that contains story-like information
about the brand
67%family-run business
of GDP30% would take a pay cut to work for a socially responsible company
of 18-34-year-olds50%
now accounts for
In the UK
ART GAMES PACKABOOK
BOMPAS & PARR
PUMA SOCIAL
CONTENTS 31
FOCUS 14/07/2010
Virgin Human Nature Collection
Virgin Holidays have launched a new range of ‘holidays with balance’, which incorporate care for people and planet at every level without compromising on comfort.
FOCUS 17/06/2010
The Mortified Shoebox Show
The Mortified Shoebox Show is a lo-fi internet series in which everyday people and celebrities reveal the angst-ridden moments or geekdom that characterised their younger selves.
FOCUS 30/11/2009
Pass the Baton
Located in a high end Tokyo shopping complex, Pass The Baton is an innovative retail concept which relies on the appeal of personal histories - celebrity and otherwise - to sell quality second hand goods.
REPORT 12/07/2010
Telling aversion: consumer resistance to brand stories
Dipak Nayar explores the underlying consumer perceptions that feed into resistance to brands and advertising, revealing differences between how people relate to brand fictions and how they relate to other incarnations of pop culture.
REPORT 25/09/2009
Can self-deprecating branding work?
As the informality of the web proliferates, and openness and honesty are emphasised as key to winning over consumers in the digital age, could this be the time for brands to let down their guards and show a little vulnerability?
LEADERS 23/12/2009
The psychology of enchantment
We bring the year to a close with a somewhat festive take on semiotics. In an interview, Thought Leader Alex Gordon dissects the lasting impact of fairy tales on the popular psyche and their importance to brands in the current climate.
On Canvas8
True Stories
READ MORE
CONTENTS 32
Privacy and Control
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHERE IS IT HAPPENING?
WHERE IS THE TREND IN ITS LIFECYCLE?
STRONG GROWTHP
has
e
Time
WHAT IS IT?
Blended Reality
Brand Me
Simple Interfaces Codes of Conduct
Mass Customisation
RELATED TRENDS
WHAT ARE THE SIGNS?
half
Fundamentally, privacy is about having control over how information flows. It’s about being able to understand the social setting in
order to behave appropriately. To do so, people must trust their interpretation of the context, including the people in the room and the setting. When they feel as though control has been taken away from them, they scream privacy foul.
The most skilled internet users are the most frequent privacy control managers. Contrary to popular belief, youth are far from apathetic and want to know what they are sharing. There’s rising mistrust in a ‘Big Brother’ society and data collection, translating
to a mistrust of brands. The rise of geotagging and location-based services fuel further privacy concerns as data networks are mapped onto physical space - however, there is increasing evidence that people are willing to share data in exchange for relevance and utility.
A heightened awareness of the importance of controlling private data, and companies’ access to that data: a refusal to accept ‘public by default’ settings. Stricter management of Brand Me and a rise in invite-only social networks. At the same time, experimenting with inviting brands into private spaces.
Danah BoydSpecialist in online communities, Microsoft and Yahoo!
Anyone who accesses the internet and consumes news (Gen X, Gen Y, Boomers)
Globally
allow anyone within their networkto see their recent activity
of social network users
81% of smartphoneowners
More than
are worried about a loss of privacy as a result of geotagging
71%
limit what they share online in order to project
their ideal identity
of 18-29-year-olds
across the sameperiod in 2008-9
53%of frequent Facebook users aged 18-19 changed their settings 4 OR MORE TIMES between 2009 and 2010
as opposed to 26%
TRUSTED FILTERS
SIMPLIFICATION OF FACEBOOK SETTINGS
HACKERS ON PLANET EARTH CONFERENCES
PROLIFERATION OF THE ‘GLOBAL VILLAGE’
DIASPORA
PILO
HOUSE PARTY GECKO MINI BARS
GOOGLE DASHBOARD ICANSTALKU.COM
BRANDED HOTEL ROOMS BLIPPY
CONTENTS 33
FOCUS 21/01/2010
Blippy
Blippy is a social spending start-up that answers the question “what are your friends buying?” by broadcasting credit card transactions via Twitter. Controversial? Certainly. Clever? Definitely.
FOCUS 29/06/2010
Hunch
Hunch’s unique user traffic had multiplied by 40 within the first six months of launch. We analyse why the site’s pledge to provide a more personalised, fun and intuitive search experience appeals – and how brands can benefit.
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 some issues around commercial opportunity.
REPORT 08/02/2010
Public by default
Attitudes to privacy have evolved along with the explosion in social media, and the resulting interplay reflects the maturation of a new, informed kind of trust that rests on mutual exchange of information between consumers and brands.
REPORT 23/09/2009
Close to you: intimacy and proximity in the wireless age
How do you touch people in a contactless age? Daniel Nye Griffiths looks for clues in the predominantly Asian phenomena of Lovegety and Bluedating, positioning them as precursors to augmented reality.
REPORT 28/06/2010
Avon calling: the future of brands in personal spaces
Online, consumers are leading increasingly public social lives. How is this affecting our definitions of privacy in physical spaces, such as the home?
On Canvas8
Privacy and Control
READ MORE
CONTENTS 34
Neo-tribalism
HOW HAS IT BEEN DEVELOPING? WHERE IS THE TREND IN ITS LIFECYCLE?
STRONG GROWTH
Ph
ase
Time
WHO IS IT IMPACTING?
WHERE IS IT HAPPENING?
Brand MeEast/West True Stories
RELATED TRENDS
WHAT ARE THE SIGNS?
Youth apathy breeds from irrelevance, nothing else.
Although belonging is still important, it’s the championing of individuality by teens that is key. We’re seeing them
break from a pack mentality and embrace new groups, ideas, and identities to build a fluid, multifaceted ‘Brand Me’. The sense of entitlement is strong; risk taking is encouraged, not feared and so job-hopping is becoming more common – meaning Gen-Yers are always on the ball and open to new opportunities. This generation’s savviness elicits a strong desire for control over their ‘assets’ – hyperawareness of privacy and copyright are now common.
Niche is normal and diversity is cool. People no longer identify with a single tribe or subculture, but rather pride themselves on moving fluidly between various disparate groups, cementing their membership to each by demonstrating understanding and appreciation of a common
subject. Groups are no longer defined through beliefs, values or a desire for rebellion (Gen Y have little to fight against) but through appearance, form and genuine knowledge (eg musical genre).
WHAT IS IT?
Ruby Pseudo,Gen Y trends consultant and Canvas8 Thought Leader
Teens and twentysomethings finding their identities
Mainly UK, USA, Australia
MOVEMENTS SUCH AS FIXED GEAR, DUBSTEP, NEW FOLK
THE OBAMA INAUGURATION
FACEBOOK DIRECT PHOTO UPLOAD
‘BLANK SLATE’ CLOTHING - UNIQLO AND AMERICAN APPAREL
ORANGE ROCKCORPS BBM
STATE FARM BANKING ‘WE FEEL FINE’
job-hop every18 months
plan to start up their own companies
of American
Y high-schoolers
When asked to select words to describe how they feel about the future,
hopeful optimistic
81% of Gen Ys selected 65% chose
70%GEN
VICE MAGAZINE
CONTENTS 35
FOCUS 24/08/2010
Gravity
Gravity is a social network which entered public beta in March 2010. Its goal is to deliver a “truly personalised experience on the web” by bringing like-minded people together around conversation topics.
FOCUS 03/06/2010
BBC Switch and youth content
David Smith works for BBC Switch, producing The 5:19 Show. We interviewed him about the type of content he helps create, curate and commission for an audience of 12-to-17-year-olds.
REPORT 11/06/2010
How Jaegermeister got in with Spain’s hipsters
The recent success of Jaegermeister in Spain is a beautiful story. It’s a tale of sex, alcohol and rock and roll – or, if you prefer, a for once decent use of brand ambassadors to win over a hostile market.
REPORT 01/06/2010
We’re the same, me and you: the next phase of brand collaboration
Discerning consumers are increasingly looking for brands to demonstrate a more faceted, anthropological understanding of who they are. Here we explore brands whose collaborative approach appeals to our senses without needing an explanation.
REPORT 24/06/2010
‘Don’t stop believing’: Glee, Gleeks and nerdy cool
Dr Nic Crowe documents the changing nature of ‘cool’, from the rise of train track braces in Thailand to Cosplay in France and the hit musical TV show which has the young - and not-so-young - in its geeky thrall.
LEADERS 30/06/2010
Aesthetics not politics: contemporary teenage tribes
Are the parameters and polemics at play in constructing a youth subculture the same as they were 60 years ago? Ruby Pseudo investigates, touching on drugs, dubstep and disenchantment among UK youth.
On Canvas8
Neo-tribalism
READ MORE
CONTENTS 36
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHERE IS IT HAPPENING?
WHERE IS THE TREND IN ITS LIFECYCLE?
STRONG GROWTH
Ph
ase
Time
Collaborative Living and Working
WHAT IS IT?
RELATED TRENDS
Rising Social Conscience
Hyperlocalisation
Mobile Living
SocialParticipation
East/West
Blended Reality
WHAT ARE THE SIGNS?
2010 2050
A role model of how communities work most efficiently lies in the South of
Europe. Where the city doesn’t act, local communities react. By living, working
and interacting within communities, people help each other and thereby enhance the sociological urban development.
Public spaces - particularly in cities - have been evolving to respond to people’s desire to interact and work together, often
with strangers. The number of communal residences has increased, and the gated community model has spread outside of the US to Turkey and Eastern Europe. There’s been a renewed emphasis on public working and community spaces - particularly libraries, which have seen a spate of high-end renovation globally - and growing numbers of individuals now host private dining clubs. Parallel industries are increasingly working in tandem. Online behaviour is also encouraging the focus on community; crowdsourcing shows no sign of slowing, and recent months have seen an increase in crowdfunding sites, particularly for social projects. Video conferencing and calling tools are increasingly sophisticated and allow for globally connected remote working.
Closely linked to the hyperlocal trend, we are seeing bustling fragmented cities spilling out into niche community groups, working closer together and sharing space. It’s fuelled by the Gen Y work ethic (awareness of Brand Me, job-hopping), and collaborative working online (crowdsourcing).
Daniela Krautsack,Founder of Cows in Jackets and city branding expertBusy, urban-dwelling technology lovers
Globally
the number of people globally living in
urban environments surpassed
the rural population.
for the first time in 2009
share 2-5 meals a week
share 1 a week
share1-3 a month
share all meals
69%just over
50%
The global urban populationis projected to hit
64%of US cohousers
26% 8% 2%
GLONET CONFERENCE AT FUTUREEVERYTHING
STARBUCKS IDEA GENERATION
RISE OF OPEN SOURCE
CARTICIPATE RIDE-SHARING APP
DESIGNLIBRARY ISTANBUL
MEGAHOUSE THIRD DOOR
TABLOID TOKYO CROWDSPRING
HUB WORKING
BEST BUY BLUE LABEL
LOCAL MOTORS
CONTENTS 37
FOCUS 25/05/2010
Megahouse and collective living
Megahouse is a city living concept by a group of Japanese architects and designers that repurposes empty urban space for rental and reuse by the entire population.
FOCUS 20/05/2010
Swatch Art Peace Hotel
The Swatch Art Peace Hotel in Shanghai is a unique concept, combining a retail environment and a hotel exclusively for guest artists from around the world. The commercial area opens in May 2010, the hotel in August.
FOCUS 07/09/2010
HafenCity
HafenCity is Hamburg’s newest district. Its planners, who aim to finish it by 2025, are employing environmental psychology to avoid the common pitfalls associated with modern living environments.
REPORT 24/05/2010
Courting chance: the importance of serendipity in a networked world
As we move into an age of blended reality characterised by tighter networks and filters, the need to elicit chance encounters has become more important than ever. It’s time to reassess what serendipity really means and why it’s relevant now.
FOCUS 06/03/2009
The spread of gated communities
The luxury interiors, swimming pools and markets of gated communities in new EU member states are evidence of an affluent middle class, whose lifestyle ambitions rival those in the West. Jean-Robert Saintil spots a market opportunity.
LEADERS 18/12/2009
Futureproofing the shopping mall: urban convergence and the wow factor
So what should landlords, retailers and brands do in the long term to ensure shopping centres are must-visit destinations? First and foremost, the emphasis needs to be shifted firmly away from just retailing product.
On Canvas8
Collaborative Living and Working
READ MORE
CONTENTS 38
Slow
HOW HAS IT BEEN DEVELOPING?
WHERE IS IT HAPPENING?
WHO IS IT IMPACTING?WHERE IS THE TREND
IN ITS LIFECYCLE?
PLATEAU
Ph
ase
Time
WHAT IS IT?
Rising Social Conscience
Simple Interfaces
True Stories
Hyperlocalisation
SocialParticipation
Hyperawarenessof Health
Informed Consumerism
Mass Customisation
RELATED TRENDS
WHAT ARE THE SIGNS?
1
We are no longer nourished but consumed by what we’ve created... I see people in
retreat as much as they are in advance now they have all this
information.
The Slow macrotrend has trickled into almost every aspect of popular culture: architecture, food, design, travel, news and, most recently, social networking, as people seek to counteract faceless online exchanges with meaningful experiences. Closely linked
to Mass Customisation, brands are identifying early on whether customers are savourers or snackers.
A response to information overload. Slow serves people’s desire to invest time in the things that matter to them, and has created a polarisation in behaviour as people divide their time between functionality and richness of experience.
Sherry Turkle,Abby Rockefeller Mauzé Professor of the Social Studies at MIT
Everywhere in the developed and connected world
Everyone in developed nations where pressure to ‘know more’ is high
34gigabytes
of data
The averageAmerican consumes
every single day
of people find the amount of information available
“overwhelming”
70%WEB 2.0
SUICIDE MACHINE
April 2010 August 2010
1,176,563
289,137
total people unfriended
‘I DO NOT WORK’
A FEAST OF CONVERSATION
WEB 2.0 SUICIDE MACHINE
THE INTERNET OF THINGS
CALM DRINKS NPD
‘NOT A QUICK BEER’ SAN MIGUEL
ARNADOTTIR CLOCK
HOTMAIL’S ‘THE NEW BUSY’
DAWDLR TRAVEL ‘PROSUMERS’
CLOUD APPRECIATION SOCIETY
CONTENTS 39
FOCUS 17/08/2010
I Do Not Work
Work defines life in the 21st century – that is, for those who can get it. I Do Not Work identifies a new subculture: those who don’t fancy working, telling the stories of eight Italians who gave up work for happiness.
QUICKFACTS 15/04/2010
New modes of travel
A study by Euro RSCG Worldwide has revealed that a new segment of consumers - the Prosumers - are adopting a different attitude to travel.
FOCUS 01/07/2010
A Feast of Comversation
A Feast of Conversation is a lunch event with a twist: attendees will be presented with a menu of conversation, intended to guide their discussion with the stranger sat next to them.
REPORT 18/12/2009
Slowing down: the impermanence backlash
We’ve covered the rise of impermanence as a rising cultural trend. Now we look at its antithesis: the slow movement, which has permeated the real world and is moving online, characterised by skill, consideration and a distinctly human filter.
REPORT 23/11/2009
Vinyl revival
Vinyl sales in the UK and US have seen a slight rise in the last four years, small but significant. This revival of a format many dismissed as extinct highlights a consumer desire for something tangible in a throwaway digital world.
LEADERS 16/12/2009
The kids are OK: uncovering the new breed of Gen Y
Amidst the misguided stereotype of a flippant, media-frenzied youth, Barrie Barton introduces the radically different Gen Y subset emerging in Australia who can be identified by five key behavioural patterns.
On Canvas8
Slow
READ MORE
CONTENTS 40
East/West
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHERE IS THE TREND IN ITS LIFECYCLE?
EARLY GROWTH
Ph
ase
Time
WHAT IS IT?
Brand Me Neo-tribalism Collaborative Living and Working
RELATED TRENDS
WHAT ARE THE SIGNS?
WHERE IS IT HAPPENING?
There is every indication that the divisions between the two worlds are eroding and that there is a borrowing of the benefits and dangers of both, which is increasingly a part of the younger generation’s identity.
It’s still embryonic, managed largely by the connection to online and
offline communities, or through international networking sites.
China, home to the ‘human flesh search engine’, also spent $5bn on virtual goods in 2009 (customising avatars and tweaking Brand Me). In the West, online group interactions, such as crowdsourcing, and a renewed emphasis on local and community
projects, have seen awareness of the collective trickle into mainstream consciousness. On a micro scale, the ‘Otaku’ mindset continues to grow as cosplay and anime culture gain more of a mainstream foothold outside of Asia: the BBC’s documentary on Manx schoolgirl Beckii Cruel aired in the UK in August 2010.
The Easternisation of Western culture, and vice versa, caused by shifting community dynamics on and offline. The traditionally Eastern focus on community and Western focus on individual are merging, driven largely by social networking and online behaviour.
Dr. Alex Gordon,Semiotician, Founder of Sign Salad and Canvas8 Thought Leader
Web users participatingin online social activity
Asia, North America, Europe
Beckii Cruel’s CHANNEL
holds the GUINNESS WORLD RECORD for the biggest number of video game character cosplayers in one place
The UK
376has had
views to date14,345,273
COMMUNITY LIVING
SOLO YOUTH IN KOREA
ANDROGYNOUS AESTHETICS
K-POP IN THE US
HUMAN FLESH SEARCH ENGINES
BARBIE STORE SHANGHAI
THE RISE OF COSPLAY IN THE WEST
BECKII CRUEL
BRITNEY’S MANGA POP COVER
CONTENTS 41
FOCUS 25/05/2010
Megahouse and collective living
Megahouse is a city living concept by a group of Japanese architects and designers that repurposes empty urban space for rental and reuse by the entire population.
FOCUS 27/01/2010
Ryokan
Traditional Japanese Ryokan hotels have been around for hundreds of years – but their enduring popularity with tourists makes a statement about Western definitions of luxury.
FOCUS 27/05/2010
1st Penguin
1st Penguin is a popular cafe near Korea University that doubles up as a library for busy students and reflects the fierce academic competition inherent in the country’s culture
REPORT 26/02/2010
Monsters and Totems: rallying the global community
Dr Nic Crowe takes a look at the issues in transferring a product from East to West, identifying the different cultural and behavioural patterns at play and the role of totems of community.
REPORT 05/07/2010
Burying taboo: shifting attitudes to death
New technology allows people to ‘live on’ digitally and pop cultural icons are re-appropriating death in an increasingly candid manner. Jenny Winfield identifies a more relaxed Western approach to a traditionally awkward subject.
LEADERS 21/04/2010
Chinese luxury and the Confucian conflict
China has the second largest luxury market in the world, and the youngest. Tom Doctoroff puts the stats into context, touching on the complex issues affecting luxury consumer identity and the importance of brand localisation.
On Canvas8
East/West
READ MORE
CONTENTS 42
Blended Reality
WHO IS IT IMPACTING?
WHERE IS THE TREND IN ITS LIFECYCLE?
PLATEAU
Ph
ase
Time
WHAT IS IT?
Codes of Conduct
Collaborative Living and Working
Privacy and Control
Informed Consumerism
Mobile Living Simple Interfaces
RELATED TRENDS
WHERE IS IT HAPPENING?
WHAT ARE THE SIGNS?
HOW HAS IT BEEN DEVELOPING?
03 HTV Internet
Personally I hate the word digital, it says to me ‘machines that are not part of our DNA’. As a consequence many think ‘digital’ strips us of our very souls, or that digital is not of us, and that
digital does not live in our analog world. Therefore digital becomes but another
straight-line component, another silo in the silos of corporate culture and consumer life.
Online and offline worlds are no longer separate entities. People have multiple experiences in reality and virtuality, switching between the two seamlessly, and choose to do so because it enhances their overall experience.
Media experiences increase in complexity in response to this sophisticated new mode of interaction. Time-shifting technology has enabled people to consume media
on demand, revisiting content to follow alternate plotlines and find hidden rabbit holes they may have missed on first viewing. This, in tandem with a desire amongst people to go deeper, to feel empowered and experience more, has led to an evolution in interactivity. Location-aware services on smartphones add further layers of texture, making the switch between physical and virtual completely seamless.
Alan Moore,Co-founder of SMLXLand Canvas8 Thought Leader
Anyone with an internet connection
Throughout the developed world, where the web is considered a basic human right
K-MART E-REVIEWS IN-STORE
INTERNET OF THINGS
WALKING THE EDIT
GOOGLE FAVORITE PLACES
GEOTAGGING
PICTURE THE IMPOSSIBLE
RFID TAGS POKEN INLINE RETAIL
LEVEL 26 LAST CALL LAYAR
with the average user now time-shifting9 hours and 36 minutes per month.
2009 2010
The number of peoplewho are TIME-SHIFTING
has grown
18%
to 94 million
in the home
The average timesimultaneously spent using
grew in Q1 2010
to 3 hours and 41 minutes per month9.8%
TRACKDROPPING‘WE FEEL FINE’
CONTENTS 43
FOCUS 09/09/2010
Meet Eater
Meet Eater demonstrates how online interaction can affect offline change, by creating a social networking plant that thrives on the love and attention of its friends.
FOCUS 03/03/2010
Football3s
Football3s is a real-time social fantasy football game, designed to be played online whilst watching a corresponding live football broadcast on TV.
FOCUS 01/09/2010
Walking the Edit
Walking the Edit is an ambitious interactive project bridging the gap between on and offline media. Using a sophisticated editing algorithm and GPS-enabled iPhone app, users can generate unique, personalised film sequences on-the-fly.
LEADERS 14/07/2010
Bricks and Clicks: delving into inline retail strategy
There’s a false dichotomy between e-tail and retail. Building on Mandy Saven’s recent report, Michael Solomon takes a closer look at the mechanics of shopper interaction and technology’s potential in the purchase process.
LEADERS 18/05/2010
Harnessing social media influence offline
In the first of a two part series on inline retailing, Mandy Saven explores how online strategies and social media are manifesting in physical stores, as brands work with their online critics rather than against them.
LEADERS 01/12/2009
It’s not about online and offline: it’s about blended reality
We no longer live in a world of distinct on- and offline activities. Rather than create a strategy of siloed campaign elements, brands should look at a bigger picture in which virtual and real co-exist in one symbiotic ecosystem.
On Canvas8
Blended Reality
READ MORE
CONTENTS 44
CONTENTS
Digital Gender DivideWomen are ‘compulsive sharers’ and have deep relationships with the web as the facilitator of connections. Men are carrying their ‘every man for himself’ attitudes into the online space, adeptly moving between large numbers of sites, filtering for that which will improve their social standing. Many of the most successful viral pieces of branded content online are humorous videos created for men - even though women enjoy funny content and are more inclined to share. Targeting women online can be complex, requiring long-term reciprocal relationship building, but represents a significant branding opportunity.
Hard CandyNot tomboys, not girly girls... but somewhere in between. In spite of fierce debate, certain products – namely tech, sports and beer – are still marketed to a male demographic, or else ‘repositioned’ for a female audience. Marke-ters are starting to realise they need to approach women with a more face-ted, subtle approach to messaging, rather than just daubing everything with
Public and Private Public and private spaces are blurring. Truly private space is getting smal-ler (see capsule hotels), people are increasingly sharing living space. Public space, including branded space is increasingly made to look private – cat cafes in Japan, ‘Do it at home’ Tokyo Metro campaign and homely retail en-vironments such as Anthropologie, WeSC and J.Crew. Doing so provides shoppers with permission to spend by establishing an emotional link at point of purchase.
pink or ignoring them altogether. See Dea Latis, Barbie Computer Engineer, Lady Geek TV, Ada Lovelace Day, Alyssa Milano’s Touch clothing line and dubstep artists such as Cooly G and Ikonika.
We Are All Media Everyone’s an influencer, with lots of social network friends. People (as part of the Brand Me trend) are getting savvy about how to put this influence to use for profit or social good - examples range from Dancin’ Brandin’, Room-service magazine, the ‘Bored At Work’ media channel to Facebook’s ‘Like’ button.
Enterprise EverywhereOne of the positive spin-offs from the recession has been the improved sen-se of resourcefulness demonstrated by people the world over. We have seen a trend for philanthropic donations of time and skills from those in creative industries, with a focus on generation of ideas that require less and stretch further. At the same time the emergence of a more discerning, questioning mindframe in business actions and a renewed focus on the basics of health, happiness and community. The creative community are championing develo-ping nations, for their knack of producing killer solutions, and the enterprising Gen Y spirit (specifically Neo-tribes).
Redefining LuxuryWhere high-end meets the Attention Economy. The definition of luxury is shif-ting from goods to services: luxury is no longer about ‘expensive’ because the concept of the components of value have changed, and people’s time is their most valuable asset. As a result, luxury will first and foremost involve an indulgence of time beyond the norm, and growing numbers of luxury brands are launching spas, hotels and restaurants with impeccably-curated expe-riences to satisfy a new generation of luxury consumers.
For all the other interesting bits which aren’t quite TABS yet.
45
Scrapbook
CONTENTS
StatsM. Schreier, ‘The Value Increment of Mass Customized Products: An Empirical Assessment’, Journal of Consumer Behavior, 2006Mass-customisation.blogs.comIndependent.co.uk
StatsBusinessweek.com
Statsedition.cnn.comvirtualgoodsnews.comroyal.pingdom.comnews.bbc.co.ukFacebook statistics
Statsbiss.bissdigital.comrasmussenreports.comthebookseller.comretrevo.com
ReadingWhy mass customisation isn’t mainstreamLetting Consumers Design Their Own Experiences: Case for the Mass Customization Model24 co-creation companies invade Facebook’Custom’ is customary
ReadingHulu rumoured to go public, valued at 2 millionFlip Camera Still Thriving Despite Apple AssaultThe Good Enough Revolution: When Cheap and Simple is Just FineDonald Norman, ‘Living with complexity: why complexity is necessary’ (Chapter 1)
ReadingPew Research: Reputation Management and Social MediaCalifornia looks to outlaw online impersonationThe Razorfish Digital Brand Experience Report 2009The 30 standard Facebook Profile Photo stylesBrand or Die. The downfall of the institution and the rise of the personal brand
ReadingConsumers love underdogsThe Feelgood Factor: The Kindness Offensive
46
MassCustomisation
Simple Interfaces
Brand Me
Codes of Conduct
Explore
CONTENTS
Statsutalkmarketing.comretailerdaily.commarketingwithnewtechnology.wordpress.com
Statsnpicenter.comguardian.co.uk
Statsblogs.accaglobal.comhopenhagen.orgwpp.com
Statsmobihealthnews.comnetworkworld.com
ReadingWhat does it mean to you, when Google says ‘Mobile First’?Living and Learning with New Media: Summary of Findings from the Digital Youth Project
ReadingExploring expectations beyond natural and organicThe rising demand for ‘natural’ soft drinksMintel Predicts 2010 Global Beauty TrendsMarketers such as Starbucks discover that simple sellsBoomers vs millenials and the drugs that define us
ReadingIs the Blue planet truly going green? 2010 Green brands survey – What do Green consumers want?The Eden ProjectThe Ethical Consumer
ReadingIFTF Health and Health Care 2020 Signals & Forecasts MapAcceptability of a Personally Controlled Health Record in a Community-Based SettingBrain Health complex metaphorically built as left-brain and right-brainPSFK presents the ‘Future of Health’Socialising Truman
47
Informed Consumerism
NaturalMindset
Sustainable Capitalism
Hyperawareness of Health
Explore
CONTENTS
Statspremisemarketing.comgeocaching.comen.cxlondon-marathon.co.uk
Statsblog.nielsen.com
Statscarbontrust.co.ukconeinc.comFacebook Pepsi Refresh page
Statsengadget.comcommunities-dominate.blogs.com
Readingctrlaltshift.co.ukconspiracyforgood.comstreetspark.com
ReadingIs Google Making Us Stupid? Kevin Kelly on the next 5,000 days of the webUnderstanding the Youth Attention Economy’
ReadingPepsi Refresh Project Launches $1.3 Million “Do Good for the Gulf” InitiativeReputation RX Corporate Responsibility Reportwww.climateculture.comEthical Marketing and the New Consumer
ReadingWhat does it mean to you, when Google says ‘Mobile First’?Text messaging has twice the users of email, twice the size of television’2009 AdMob metrics reportYahoo! banks on mobile devices for future growth
48
Rising Social Conscience
Mobile Living
Social Participation
Attention Economy
Explore
CONTENTS
Statstechcrunch.commediapost.com
Statswebpronews.comitpro.co.ukpewinternet.orgreadwriteweb.com
Statsaranetonline.comefinancialnews.combrandweek.com
Statsbusinessweek.comonline.wsj.commarketingcharts.com
ReadingBuddy Media Corporate Brand Manager PollThe rise of HyperlocalismCreative communities. People inventing sustainable ways of livingIn DeHood, a social network for the neighborhoodReports of Designing the Hybrid City
ReadingFacebook Privacy Settings: Who Cares?Webroot survey 2010Study Reveals 75 Percent of Individuals Use Same Password for Social Networking and EmailRussian Hackers threaten the world
ReadingConsumers’ willingness to knowingly purchase counterfeit productsWhy Do Brand Stories Work? The Societal, Cultural and Physical Reasons whySurvey Says Americans Respond to Online Advertising that Tells a StoryStory is more powerful than the brand, best story wins
ReadingPew Internet: Reputation Management and Social MediaCone Inc. and AMP Insights, 2010rubypseudochatchat.blogspot.com
49
Privacy andControl
Neo-tribalism
Hyperlocalisation
True Stories
Explore
CONTENTS
Statsesa.un.orgcohousing.org
Statscommunity.guinnessworldrecords.comyoutube.com
Statshmi.ucsd.edusuicidemachine.org
Statsblog.nielsen.com
ReadingA modern answer to the CommuneDiggers and Dreamer’s guide to communal living in Britain7 ways to have more by owning lessReports of Designing the Hybrid City
ReadingIn a virtual world, China’s consumers beat the US‘Britney Spears appears on Pop Magazine cover with manga styling’Beckii Cruel: Isle of Man schoolgirl is anime starChina’s Cyberposse
ReadingThe Attention Economy: An OverviewInvestors Business Daily. ‘So, that explains the headache’slowdesign.orgThe Anti–Red Bull: A Drink to Calm You DownSherry Turkle on the BBC (Digital Revolution Rushes Sequence)
Reading‘Solar Powered Augmented Contact Lenses Cover Your Eye with 100s of LEDs’Nielsen 3 screen report Q1 2010
50
Collaborative Living and Working
East/West
Slow
BlendedReality
Explore
CONTENTS 51
WHAT WE DO
We provide a range of services from a subscription to our desktop resource to detailed trend briefings, reports, presentations and workshops.
If you would like to find out more about any of Canvas8’s TABS, whether in the form of an inspiring presentation or bespoke report, or find out what else we can do, please contact our Head of Sales and Marketing Oliver Chubb ([email protected]).
Canvas8 works with brands and agencies to help them better understand their audience’s mindset, identify evolving cultural trends and combine people insights with commercial application. We mine a rich seam of intelligence from our network of industry insiders and globally recognised Thought Leaders, supplemented by our team of rockstar academics.
Our research is used to inform strategy, inspire product development, develop CSR, and underpin marketing and communications. In the case of the latter it helps ensure consistency of message and ensures common understanding between client and agency. We’ve been fortunate enough to work with the likes of Nokia, Coca-Cola, The Post Office, Ford and Channel 4 as well as numerous leading agencies including AMV, Engine, Mother, Naked Connumications and Universal McCann.
About Canvas8
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