keeping TABS

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

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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 D’Costa, Marc De’ath, 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 Canvas8’s 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.

We’re 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.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 Trend Map on the following page is the result of this analysis. We like that it rather resembles a brain. We’ve tried to make the navigation as intuitive and interactive as possible. Each trend is supported by several examples of where it’s happened, key 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. We’ve 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: [email protected]

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



PLATEAU

Ph

ase

Time


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 don’t

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?



PEAK

Ph

ase

Time


WHAT ARE THE SIGNS?


RELATED TRENDS


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 management of professional reputation online has spread to individuals’ social status. As brands become more human in their messaging, they too become part of the assets with which identities are defined. The introduction of

geolocation services for smartphones has added another layer to this macrotrend, encouraging on-the-fly management of personal preferences and making a snapshot of user identity publicly available.

Alex Gordon, Semiotician 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 THE MAC STORE

COLLEGE STUDENTS ‘ICING’ EACH OTHER

MYSPACE LAYOUTS

FARMVILLE TRACTOR SALES

MYBRANDZ.COMBRAND TATTOOS

FLATTR WHUFFIE BANK

BUILDABRAND.COM

CONTENTS 7

Codes of Conduct


WHAT IS IT?


WHAT ARE THE SIGNS?

RELATED TRENDS

Brand Me Rising Social Conscience

Privacy & Control SocialParticipation

Blended Reality


STRONGGROWTHP

has

e

Time

There’s no doubt in my mind that kindness is the new currency,” she says. “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 the increased presence of older generations on social networks has led to a rise in privacy concerns. 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.

The blurring of social boundaries between public and private; dishinhibition in online personas and more playful, open behaviour offline. With activity online increasingly recognised as part of a holistic self view (Blended Reality) rather than disjointed, people are improving their digital etiquette.

Eugenie Harvey,founder of WeAreWhatWeDo and 10:10

WHERE IS IT HAPPENING?Global, but more Westernised societies where social sharing is rife.

All users of the internet

particularlyGen Y and Boomers

‘WE FEEL FINE’ PROJECTONLINE GAMING ETIQUETTE

POST SECRETTROLLING SEXTINGTOKYO METRO ‘DO IT AT HOME’ CAMPAIN

SURGING POPULARITY OF HERITAGE BRANDS

GERTRUDE AND ALICE’S HOMELIKE RETAIL SPACE IN SYDNEY

PENGUIN CLASSICS SALESDDB’S GROWN-UP PLAYLAND

FOR McDONALD’SPRINGLES TMI OVERSHARERS CAMPAIGN

CHAT ROULETTE MEIN MAGAZINE

have used the anonymity of the web to lash out at companies/brands.

of people23%

classics book salesPinguin

in 2009

out performed the book market, growing with DOUBLE DIGIT VOLUME.

think the populationis getting less civilised.

of American75%

adults

under 25siPhone users

32%of people regret something they’ve posted online.

This rises to

59% 54%

CONTENTS 8



Hyperlocalisation

RELATED TRENDS

Hyperawareness of Health


Mobile Living

Simple Interfaces Slow Natural Mindset

True Stories

WHAT IS IT?



PEAK

Ph

ase

Time

WHAT ARE THE SIGNS?Informed Consumerism

Great experience is mostly about surprise. And that means that it’s more and more

difficult, because customers are getting used to how brands and retailers work - reassured by real feedback, addressing real questions.

What began as a way for businesses to show their eco credentials has set a new agenda for retail worldwide, with consumers wanting to know more about not only the products they’re buying but the brands they’re buying from. From packaging

information in-store and product information online, more consumers are using their smartphones for updates on-the-go. Geolocation software enables smarter filtering for relevance and proximity. People turn to each other for product reviews – and trust in non-branded aggregators of information is building.

Research is accessible wherever, whenever and information is currency. Building great relationships means allowing people unfettered access to relevant brand information and relinquishing control over its use.

Fabrizio Valente,Retail consultant, KikiLab

Globally – more economically and technologically developed nations.

Those who believe in 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 THING

YELP STICKYBITS ECO INDEX

ZAPPOS 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 (eMarketer)

45% 43%

Approximately

2008

20%

up from

would be purchases

altogether if coupons

or discounts couldn’t

be easily obtained.

of shoppers abandoned

40%

spreading with smartphones

CONTENTS 9

Natural Mindset





PEAK

Ph

ase

Time

WHAT IS IT?

RELATED TRENDS

Hyperlocalisation Sustainable Capitalism



True Stories


WHAT ARE THE SIGNS?

1

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 in light of pressure to ‘give back’, gain social kudos by living less consumptively and showing interest in cradle-to-cradle design concepts. People are reconsidering lifestyle staples in terms of genuineness and

sustainability- from relationships with others to food, holidays, healthcare and the urban landscape.

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), searching for deeper meanings, being engaged at a higher level and compelled to act within boundaries of truthfulness and honesty.

David Jago,Director of innovation and insight, Mintel

Everyone who is frustrated by transient, fake interactions and experiences

Asia, USA, UK as a backlash against ‘plastic’ culture.

GEOX ‘BREATHING’ BUILDING

TERRARIUM TREND

BIOMIMICRY IN PRODUCT DESIGN

R&SIE ARCHITECTS

DROP IN PLASTIC SURGERY

RFID AUTHENTICATION OF WINE

SERENDIPITY

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

2009

in the USA

The number of

9%

cosmetic surgeryprocedures

decreased by

CONTENTS 10

Sustainable CapitalismWHAT IS IT?



WHO IS IT IMPACTING?WHERE IS THE TREND

IN ITS LIFECYCLE?

STRONGGROWTH

Ph

ase

Time

RELATED TRENDS



Hyperlocalisation Natural Mindset

True Reality

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 through Al Gore’s Oscar winning An

Inconvenient Truth and was 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 have eschewed this responsibility are vilified. Brands no longer have

full control over the information we have about them through advertising – thanks to the internet, both their good and bad behvaiours are 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 11



WHO IS IT IMPACTING? WHERE IS THE TREND IN ITS LIFECYCLE?

STRONG GROWTHP

has

e

Time

WHAT IS IT?




Slow Natural Mindset

RELATED TRENDS

WHAT ARE THE SIGNS?

More has been learned about the underpinnings of disease in the past two-and-a-half years than in the entire

history of man.

Social fitness, weight loss and wellbeing apps which encourage on-the-fly management of increasingly personal bodily functions (sleep apnoea, ovulation). Further medicalisation of the beauty and food industries. Abundance of health messages in the media,

and championing science as only trustworthy source. A reassessed, ‘human’, design of healthcare services.

The popularity of organic consumption and holistic living, and attention to personal mental health has bolstered a refocus on the individual as monitor of their own daily wellbeing, fuelled by the increasingly mobile accessibility of health advice and less

instant referral to ‘the system’. The obesity epidemic in the west and marginalisation of the elderly in society has led to a search for new health monitoring solutions integrated into daily living.

Eric Topol,TED speaker and Director, Scripps Translational Science Institute

Boomers Gen X Smartphone users

Primarily the USA, UK.

SENIORBRIDGE SKYPE VIDEO CONSULTATIONS FOR ELDERS

IMPLANTABLE ANTENNA FOR MONITORING IN-VIVO CHEMICAL REACTIONS

HEART ATTACK GRILL PATIENTSLIKEME.COM

SOCIAL AND GAME-LIKE HEALTH AND WELLNESS APPS

DOCTORS PROVIDING PERSONAL CARE PLANS BASED ON INDIVIDUAL DATA

BIOINFORMATICS.COM23ANDME

THISISWHYYOUREFAT.COMLE WHIFMAPPINESS THECARROT.COM

of Smartphone owners

have downloaded a fitness-related app

21%

will have electronic health records

of Americans60%

by 2015

CONTENTS 12

Social ParticipationWHAT IS IT?





PEAK

Ph

ase

Time

Brand Me


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 anecdote 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 creates a

barrier to it. Many of these meet ups help achieve broad social goals as well as giving 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 being harnessed to enable relationships, both in the physical and the virtual, and used to intelligently elicit chance encounters. Gen Y are enamoured with creating and taking part in mass particpation 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

around the world

geocachers1.2 MILLION

The physical and virtual treasure hunt,Encounter had

70,000

165,000

2009 Sept 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

BY/ASSOCIATION

ENABLED BY DESIGN

THE BIG LUNCH

A FEAST OF STRANGERS

DARPA RED BALLOON CHALLENGE CLIMATECAMP

Europe, USA.

CONTENTS 13

Attention EconomyWHAT IS IT?





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 as a consequence time and attention poor. Media can be accessed anywhere and in whatever form they want it. Irrelevant interruptions are unwelcome. Context is everything and time is people’s

most precious commodity, shown in increasingly simultaneous use of multiple media channels 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

Fall in value of media requiring deep concentration, more awareness of the benefits of selective attention. Increasing awareness of the value of ‘my time’, more discerning attitudes towards brands competing for our attention. Transmedia storytelling introducing

brands in a richer context with deeper levels of enagement and interaction. More affinity for relevant brands that are welcomed in.

Anyone frequently

using the web

Gen X and Boomers find managing harder

Always connected societies in bothEast and West.

That includes all words read, all words heard, etc.

per day on average.

consumeAmericans

100,000 words

on any given day.

8.5 hours

Adults are exposed to screens (TVs, cellphones, computers, G.P.S.

devices) for about

using TV and internet simultaneously at home, on average for

of the internet consumersmedia multitask

2 hours and 39 minutes each month.

57%

THE WONDERFACTORY

MINIMALISH SHORT ATTENTION SPAN PAINTINGS

RED BULL BULLETIN DREAMING IN MONO

GOOGLE ADSENSE READ IT LATER WIDGETS

LIBERIA’S ANALOGUE NEWS SERVICE

GUARDIAN ZEITGIEST

RIDER IN A RED COAT

‘EUROSTAR’ SOMERS TOWN

HOLLYWOOD’S EDITING FORMULA

NIKE TRUE CITY SHORT FORM E-ZINES

NEXT MEDIA’S NEWS CLIPS

NY-Z ABSOLUT VODKA HERO108

CONTENTS 14

Rising Social ConscienceWHAT IS IT?




IN ITS LIFECYCLE?

STRONG GROWTHP

has

e

Time

Hyperlocalisation SlowInformed Consumerism

CollaborativeLiving and Working


Natural Mindset Codes of Conduct

Hyperawarenessof Health

RELATED TRENDS

WHAT ARE THE SIGNS?

Rising Social Conscience reflects the growing backlash against ‘greed culture’ coupled with a genuine desire to do something wholesome and to ‘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 themselves 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

Mass denunciation of bankers’ bonuses by government and media, growth in charitable actions and support of companies who uphold a moral code. A refocus on business and personal behaviour that fits a ‘we’ not ‘I’ mentality, increasing consideration

of purpose as well as price in brand value. Rising appreciation of broadly ethical (not just environmental) practice, benchmarking of practices such as Fairtrade and consumers seeking products with goodness built in, not an add-on.

Globally .

Western world as consumers

developing world as suppliers of commodities

PEPSI REFRESH

GROWN BY US

BP PR

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

decided to take their customelsewhere

1 4in

if they felt a company’s ethical

reputation was not upto scratch.

HAS

voting application on Facebook

montly users70,882

The Pepsi Refresh

1993 2010

79%66%

Consumerswho would switchto a brand associated with a ‘good cause’2 3

out of

CONTENTS 15

Mobile Living




PEAK

Ph

ase

Time

WHAT IS IT?


Attention Economy


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.

3G has become mainstream with smartphone users. Improved network data speeds, changing attitudes to IP

and improved multimedia capabilities on handsets have lead to a growth in always accessible media. Physical ownership will be replaced by the right to access. Consequent trends will be a desire for meaning in connection, focus and authenticity. The role of semantic data will also become increasingly important. People will look to filter and simplify.

Mobile is changing the world in a way that the internet has not been able to. Mobile liberates people enabling them to make major decisions around living, education, work, communication and consumption. It enables people to be on

the move, live anywhere and yet still be plugged in and perform effectively. This ‘always on’ mode of being offers greater flexibility and opportunity. This trend is being accelerated further by the emergence of smartphones, making it easier and more cost effective to connect to the internet than ever before. Distinctions between online and offline are disappearing, fast.

Rob Glaser,Chairman of RealNetworks

An estimated 73% of the global population

Truly globally.Many parts of the developing world will go from no internet to mobile internet.

WORKING NOMAD

THE HUB PAVILIONOBOPAY

LAYAR AUGMENTED REALITY

MOBILE BANKING IN AFRICA

HULU SPOTIFY MOBILEiPLAYER

FOURSQUARE GOWALLA

MEGAHOUSE PROCESSAWAY

SMSONE MEDIA

ON A FIXED LANDLINE WORLDWIDE

TALK

SENDEMAIL

MESSAGESthan

More

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

CONTENTS 16

Hyperlocalisation


PEAK

Ph

ase

Time

WHAT IS IT?




Natural Mindset


SocialParticipation



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 new product development which caters to a niche community or region.

Technology has become an enabler in making people reconnect with those close by - whether through services like NeighborGoods or location-based services. 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 pretended to, coming under fire for ‘localwashing.’

Sara Diamond,President of OCAD University, Ontario

Global.

Those fazed by globalisation(and seeking to establish

genuine connections)

GEOLOCATION GAMES

MILLAU VIADUCT SERVICE STATION

KITKAT REGIONAL FLAVOURS

HIPPO SNACKS’ TWITTERDELIVERY NETWORK

SMSONE INDIA RIDER IN A RED COAT

USHAHIDI COURS EN VILLE TWITZIP


MCDONALD’S ‘SWISS WEEKS’

GOOGLE FAVORITE PLACES

REGIONAL ACCENTS IN JAPANESE VENDING MACHINES

KAREN MAGAZINE NEIGHBORGOODS

Most effective ways to engagelocal audience:

source: Harris Interactive, 2010

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

CONTENTS 17

True Stories

Stephen Denny,Influence Strategistand founder of ‘Decision triggers’

WHAT ARE THE SIGNS?


Brand Me Slow


Attention Economy

Neo-Tribalism

Natural MindsetSustainable Capitalism

RELATED TRENDS



WHAT IS IT?


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.

Corporate search for purpose. Increasing consumer led re-appropriation of what ‘good business’ means. Brands strive to communicate heritage as well as flexibility in providing dynamic solutions to broad social, environmental, ethical issues. The use

of narrative, stories to create synergy on a human level, and impart a sense of trust and hopefulness.

The consumer search for brands demonstrating authenticity, transparency in behaviour, truthfulness and honesty in communications. Willing representation of the self through brands - building an extended image of the self as ‘good’ through interaction with good

businesses. Increasingly well informed choices, more discerning and brand aware consumer groups, with big voices.

US, UK, France. Contracted sense of ‘global’ means stories can be truly followed by everyone.

Gen Ybrand awareGen X

environmentallyconscious Boomers

BP PR ON TWITTER

NOSTALGIA ADS

M&S PENNY BAZAARS

ZAPPOS

STEVE JOBS DIARY

TRANSMEDIA STORYTELLING

BRANDING INDIVIDUAL CORN FLAKES

PEPSI REFRESH

ARTISAN BRANDS

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 years olds50%

now accounts for

In the UK

CONTENTS 18

Privacy and Control





EARLY GROWTH

Ph

ase

Time

WHAT IS IT?

Blended Reality

Brand Me

Simple Interfaces Codes of Conduct

Mass Customisation

RELATED TRENDS

WHAT ARE THE SIGNS?

half

2009-10

We find that both frequency and type of Facebook use as well as internet skill are correlated with making modifications to

privacy settings. In contrast, we observe few gender differences in how young

adults approach their Facebook privacy settings, which is notable given that gender differences exist in so many other domains online.

The revelation that youth are not apathetic towards privacy settings, they very much demand to be kept informed about what they’re sharing. The most skilled internet users are the most frequent privacy control managers. Widespread unease about a

‘big brother’ society, particularly in the UK after New Labour government. Language around coding and privacy is becoming easier to understand and privacy settings will no longer be set as a default. Understanding that different facets of people’s identity require different sharing settings in social networks.

A heightened awareness of the importance of controlling private data, and companies’ access to that data. Application of stricter filters to management of our online presence and gearing towards invite-only social networks. At the same time, experimenting with inviting brands into private spaces.

Danah Boyd,Specialist in online communities, Microsoft and Yahoo

Anyone who accesses the internet and consumes news (Gen X, GenY, Boomers)

Globally.

allow anyone within their networkto see their recent activity

of users of social networks

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 18-29years olds

across the sameperiod in 2008-9

53%of frequent Facebook users aged 18-19 changed their settings 4 OR MORE TIMES

as opposed to 26%

TRUSTED FILTERS

SIMPLIFICATION OF FACEBOOK SETTINGS

HACKERS ON PLANET EARTH CONFERENCES

PROLIFERATION OF THE ‘GLOBAL VILLAGE’

PULL RATHER THAN PUSH FILTRATION(E.G. PILO)

HOUSE PARTY GECKO MINI BARS

GOOGLE DASHBOARD ICANSTALKU.COM

BRANDED HOTEL ROOMS BLIPPY

CONTENTS 19

Neo-tribalism

HOW HAS IT BEEN DEVELOPING? WHERE IS THE TREND IN ITS LIFECYCLE?

STRONG GROWTH

Ph

ase

Time



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 earlier age group that is interesting.

We’re seeing teens break away from a reliance on their pack and embracing new groups, ideas, 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. With the savviness of this generation comes a strong desire for control over their ‘assets’ – hyperawareness of privacy and copyright are now common.

Talking tribes is antiquated. Neo-tribalism now exists, where groups are cemented

– not through beliefs, values and rebellion– but through appearance and form, and the accessibility of connections and knowledge. An always connected, opportunistic

generation with little strife to fight back against are shaping their reputations according to information, connections and entrepreneurial spirit.

WHAT IS IT?

Ruby Pseudo,Gen Y trends consultant

Teens Twentysomethings finding their identities

Mainly UK, USA, Australia.

MOVEMENT SUCH AS FIXED GEAR

THE OBAMA INAUGURATION

ORANGE ROCKCORPS BBMFACEBOOK DIRECT PHOTO UPLOAD

‘BLANK SLATE’ CLOTHING BRANDS SUCH AS UNIQLO AND AMERICAN APPAREL

DUBSTEP NEW FOLK VICE

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,

hopeful81%

optimistic65%

eight in 10 Gen Ys olds selected two-thirds chose

70%

CONTENTS 20





STRONG GROWTH

Ph

ase

Time


WHAT IS IT?

RELATED TRENDS


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 the 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 - advertising with Coupled with this, online behaviour 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 increasing in sophistication to allow globally connected remote working.

Closely linked to the hyperlocal trend; bustling fragmented cities spilling out into niche community groups, working closer together and sharing space. Spurred on by the Gen Y work ethic (awareness of Brand Me, jobhopping), and collaborative working online (eg crowdsourcing).

Daniela Krautsack,Founder of Cows in Jackets and city branding expertBusy, urban dwelling technology lovers

Global.

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%

Global urban populationis projected to hit

64%of US cohousers

source: Cohousing Association Census, 2008

26% 8% 2%

GLONET CONFERENCE AT FUTUREEVERYTHING

STARBUCKS IDEA GENERATION

RISE OF OPEN SOURCE

CARTICIPATION RIDE-SHARING APP

DESIGNLIBRARY ISTAMBUL

MEGAHOUSE THIRD DOOR

TABLOID TOKYO CROWDSPRING

HUB WORKING

CONTENTS 21

Slow




IN ITS LIFECYCLE?

PLATEAU

Ph

ase

Time

WHAT IS IT?


Simple Interfaces

True Stories

Hyperlocalisation

SocialParticipation

Hyperawarenessof Health


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.

A well-established backlash to the overload of information. The trend 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,author and academic at MIT

Everywhere in the developed, connected world.

Everyone in developed nations where pressure to ‘know more’ is high

source: Nielsen

34gigabytes

of data

The averageAmerican consumes

every single dayfind the amount

of information available to be “overwhelming”

70%WEB 2.0

SUICIDE MACHINE

April 2010 August 2010

1,176,563

289,137

people unfriended total

‘I DO NOT WORK’

A FEAST OF CONVERSATION

WEB 2.0 SUICIDE MACHINE

THE INTERNET OF THINGS

CALM DRINKS NPD

BY/ASSOCIATION

ARNADOTTIR CLOCK

HOTMAIL’S ‘THE NEW BUSY’

DAWDLR TRAVEL ‘PROCUMERS’

CONTENTS 22

East/West




EARLY GROWTH

Ph

ase

Time

WHAT IS IT?

Brand Me Neo-tribalism Collaborative Living and Working

RELATED TRENDS

WHAT ARE THE SIGNS?


There is every indication that the divisions between the two worlds are eroding and that there is a borrowing of the benefits of the dangers and benefits of both, which is increasingly a vpart 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’, was also responsible for a $5bn virtual goods spend in 2009: money spent on 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 the group and Western focus on the individual are merging, driven largely by social networking and online behaviour.

Alex Gordon,Semiotician and Canvas8 Thought Leader

Web users participatingin online social activity

Asia, US, Europe.

Beckii Cruel’s CHANNEL

holds the GUINNESS WORLD RECORD for the biggest number of videos game character coplayers in one place

videos

The UK

376 has had views to date

14,345,273

COMMUNITY LIVING

SOLO YOUTH IN KOREA

ANDROGYNOUS AESTHETICS

K-POP IN THE US

HUMAN FLESH SEARCH ENGINES

VIRTUAL GOODS SALES IN ASIA

THE RISE OF COSPLAY IN THE WEST

BECKII CRUEL

BERLIN’S COMMUNITY BOOKCASE BERLIN

CONTENTS 23

Blended Reality



PLATEAU

Ph

ase

Time

WHAT IS IT?

Codes of Conduct


Privacy & Control


Mobile Living Simple Interfaces

RELATED TRENDS


WHAT ARE THE SIGNS?


03 HTV Internet

Personally I hate the word digital, it says to me ‘machines that are not part 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.

Geolocation services add further layers of texture, and a wave of transmedia experiences are appearing to cater to this new mode of being. Time-shifting technology

has enabled people to watch on demand and go back to content to follow more complex 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.

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.

‘WE FEEL FINE’ PROJECT

K-MART E-REVIEWS IN-STORE

INTERNET OF THINGS

DREAMING IN MONO

AUGMENTED REALITY

RIDER IN A RED COAT


RFID TAGS POKEN INLINE RETAIL

LEVEL 26 LAST CALL QR CODES

with the average user now timeshifting9 hours and 36 minutes per month. Nielsen, 2010

2009 2010

The number of peoplewho are TIMESHIFTING

has grown

18%

to 94 million

in the home

The average timesimultaneously spent using

grew between in Q1 2010

to 3 hours and 41 minutes per month(from 3 hrs 30 mins)

9.8%

CONTENTS 24

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 longterm reciprocal relationship building, but represents a significant branding opportunity.

Enterprise EverywhereOne of the positive spin-offs from the recession has been the improved sense 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 developing nations, for their knack of producing killer solutions, and the enterprising Gen Y spirit (specifically Neo-tribes).

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. Marketers are starting to realise they need to approach women with a more faceted, subtle approach to messaging, rather than just daubing everything with Public and Private Public and private spaces are blurring. Truly private space is getting smaller (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 environments

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.

Public and PrivatePublic and private spaces are blurring. Truly private space is getting smaller (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 environments such as Anthropologie, WeSC and J.Crew. Doing so provides shoppers with permission to spend by establishing an emotional link at point of purchase.

Redefining LuxuryWhere high-end meets the Attention Economy. The definition of luxury is shifting 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 experiences to satisfy a new generation of luxury consumers.

We Are All MediaEveryone’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’, Roomservice magazine, the ‘Bored At Work’ media channel to Facebook’s ‘Like’ button.

25

Post its

CONTENTS

StatsM. Schreier, ‘The Value Increment of Mass Customized Products: AnEmpirical Assessment’, Journal of Consumer Behavior, 2006Mass-customisation.blogs.comIndependent.co.uk

SourcesBusinessweek.com

Sourcesedition.cnn.comvirtualgoodsnews.comroyal.pingdom.comnews.bbc.co.ukFacebook statistics

Sourcesbiss.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

26

MassCustomisation

Simple Interfaces

Brand Me

Codes of Conduct

Explore

CONTENTS

Sourcesutalkmarketing.comretailerdaily.commarketingwithnewtechnology.wordpress.com

Sourcesnpicenter.comguardian.co.uk

Sourcesblogs.accaglobal.comhopenhagen.orgwpp.com

Sourcesmobihealthnews.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

27

Explore


NaturalMindset



CONTENTS

Sourcespremisemarketing.comgeocaching.comen.cxlondon-marathon.co.uk

Sourcesblog.nielsen.com

Sourcescarbontrust.co.ukconeinc.comFacebook Pepsi Refresh page

Sourcesengadget.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

28

Explore


Mobile Living


Attention Economy

CONTENTS

Sourcestechcrunch.commediapost.com

Sourceswebpronews.comitpro.co.ukpewinternet.orgreadwriteweb.com

Sourcesaranetonline.comefinancialnews.combrandweek.com

Sourcesbusinessweek.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 %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

29

Explore

Privacy & Control

Neo-tribalism

Hyperlocalisation

True Stories

CONTENTS

Sourcesesa.un.orgcohousing.org

Sourcescommunity.guinnessworldrecords.comyoutube.com

Sourceshmi.ucsd.edusuicidemachine.org

Sourcesblog.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

30

Explore


East/West

Slow

BlendedReality

CONTENTS 31

About Canvas8 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.

keeping TABS

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