CARTILS | TrendCluster 2014

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CARTILS Branding & Packaging Design Consultants conducts research every year on the consumer trends that can affect packaging design. This presentation is the full presentation. Should you wish to receive more information about the CARTILS | TrendCluster 2014, please do not hesitate to contact info@cartils.com

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CARTILS | TrendCluster 2014

  1. 1. CARTILS Branding & Packaging Design Consultants constantly conducts world wide trend research for internal inspiration purposes. Hereby, all forecasts of the leading international trend resources are taken into account. The ultimate clustered overview for 2014 is now also available to inspire you. Enjoy CARTILS TRENDCLUSTER ’14!
  2. 2. This was the year 2013
  3. 3. PRIVACY PROTEST BIRTH DEATH VICTORY CONTROVERSE DISCOVERY HUMAN RIGHTS HUMILITY LOCAL PRIDE ACTS OF KINDNESS This was the year 2013VIRAL VIDEO’S NSA
  4. 4. Trendslator (Hilde Roothart), Mood’14; HAVAS; Thefutureinstitute; Mindsets; Appletizer; Bright; Trendwolves; Iconoculture; Trendwatching.com; Trendhunter; Lifesignsnetwork; Ubercool.com; Coolhunting.com; tnty.com; Uncoolhunting.org; Springwise; Faith Popcorn; Mashable.com; Style- vision; Team PSFK; WGSN; Design-options.com; The Future Laboratory; Frislicht.com; Lidewij Edelkoort; Trendstop.com; Gbn.com; Marian Salzman; Sense Worldwide; Trendoscope.com; De Trendrede; Zukunftsinstitut; Adjiedj Bakas; SOURCES Synovate, Marketingonline.com; Futureeyes weblog; Lulublog; Contagious; Futurist.com; Davidreport.com; Dutchcowgirls; Secondsight; Marketingfacts.com; Frankwatching.com; Rowan Gibson; Technotrends; Dutch Cowboys; Plausible futures; Christine Boland; Futurist.eu; Dream company; John Naisbitt; Tobloom; BeBright; Signs of the Time; Fridgewatcher.com; Eye; BrandChannel; Studio Zeitgeist; True Ideas; Packagingworld; Trendbible; Martin Lindstrom; Euromonitor; Steven v.d. Kruit; The Coolcollector
  5. 5. Introvert / Conservative Me We Extrovert / Change CARTILS TRENDCLUSTER™ ’14 This year, grouping reveals 5 major TrendClusters CARTILS Trend Framework
  6. 6. Introvert / Conservative Extrovert / Change Me We COLLABORATE ENRICH FEEL BALANCE RESPECT COLLABORATE ENRICH EXPERIENCE EXPLORE RESIZE CARTILS Trend Framework Compared to 2013, we saw clusters growing, grouping, disappearing and coming-up CARTILS TRENDCLUSTER™ ’14
  7. 7. Get to know them and learn more about their view on the world: These are today’s people
  8. 8. Their way of thinking: Pioneering towards the future
  9. 9. Introvert / Conservative Extrovert / Change Me We TRENDCLUSTER ’14 RESIZE 1. RESIZE From global village to local world 2. ENRICH 3. COLLABORATE 4. EXPLORE 5. EXPERIENCE
  10. 10. RESIZE Towards a small scale and personal world Small scale life. We need a world we all can understand. Therefore we prefer a small and organized society in which we can shake hands. In this society at least we know the people who make our products and deliver our services. We’re looking for a local identity, local craftsmanship and fair products. Living a life on a small scale makes it easy to share responsibilities. We’ve become to realize that a sustainable world can be built on local initiatives. Things are crystal clear. We go from a global village to a local world.
  11. 11. RESIZE Looking for a local identity
  12. 12. RESIZE
  13. 13. RESIZE
  14. 14. RESIZE See the Volvo XC70 commercial ft. Zlatan Ibrahimovic
  15. 15. RESIZE Handmade, fair products
  16. 16. RESIZE Handmade, fair products
  17. 17. RESIZE Crafts & innovation
  18. 18. RESIZE Sustainable worlds, built on local initiatives Starbucks Colorado
  19. 19. RESIZE Sustainability; young & trendy Nike’s concept store in Shanghai
  20. 20. RESIZE Sustainability; young & trendy
  21. 21. RESIZE SUMMARY: RESIZE From a global village to a local world In a small scale world it’s easy to share responsibilities with each other We need an organized world we all can understand, in which we can shake hands We’re looking for fair products, quality and craftsmanship, combined with innovation Sustainable worlds are built on local initiatives, sustainable becomes trendy Pioneering towards the future Pioneers don’t start on a global scale. They begin small
  22. 22. Introvert / Conservative Extrovert / Change Me We TRENDCLUSTER ’14 1. RESIZE From global village to local world 2. ENRICH Controlling peace of mind 3. COLLABORATE 4. EXPLORE 5. EXPERIENCE ENRICH
  23. 23. ENRICH It’s a hectic world we live in. We’ve been constantly encouraged to do, learn, create and share. But now we are questioning the established rules. On one hand we are open for innovations, however on the other hand… danger lurks behind every corner and the only ones who can protect us against it are we ourselves or the people we trust. We’re looking for security and ways to limit our digital footprints and tracks. We know that (online) innovations can enrich our personal lives, however we also become more and more aware that (offline) quality time provides us peace of mind. I’ll invest in my personal development and health care
  24. 24. ENRICH Controlling peace of mind
  25. 25. ENRICH Away from our hectic lives
  26. 26. ENRICH Functional products
  27. 27. ENRICH “Consciously” fulfilling needs
  28. 28. ENRICH “Consciously” fulfilling needs
  29. 29. ENRICH Healthy ‘snacking’
  30. 30. ENRICH Stay in control, drink responsibly
  31. 31. ENRICH Total lifestyle assistance
  32. 32. ENRICH Total lifestyle assistance
  33. 33. ENRICH Innovations that don’t involve a major lifestyle change Teddy the Guardian
  34. 34. ENRICH Benefits vs. privacy…
  35. 35. ENRICH Limit digital footprints
  36. 36. ENRICH Cool to not always be available
  37. 37. ENRICH App-switching
  38. 38. ENRICH See Salve Jorge’s ‘Offline Glass’
  39. 39. ENRICH SUMMARY: ENRICH Peace of mind for people who are constantly being encouraged to learn, create and share We are “consciously” fulfilling our needs Innovations offering total lifestyle assistance are liked, however without lifestyle change Security: limit digital footprints and tracks Offline life is used to differentiate from the mainstream within network: app-switching Pioneering towards the future Pioneers need a mental and physical wellbeing
  40. 40. Introvert / Conservative Extrovert / Change Me We TRENDCLUSTER ’14 1. RESIZE From global village to local world 2. ENRICH Looking for peace of mind 3. COLLABORATE Allies based on shared challenges 4. EXPLORE 5. EXPERIENCE COLLABORATE
  41. 41. COLLABORATE The future is a challenge in which we all will join forces. We look for allies for the individual occasion, based on shared interests and needs. More and more, people will pool their data, their profiles, preferences, in groups to shape new goods and services. Value can be created without money, personal belongings show increased market value. In this new world we don’t buy but share our goods and work with unused materials instead of producing new products. We’ve become to realize that we don’t have to wait for the government to make a move, we can fulfil our own needs if we team-up with other individuals. We are part of a bigger picture, let’s make the best out of it!
  42. 42. It’s a challenge. Let’s join forces! COLLABORATE
  43. 43. COLLABORATE
  44. 44. COLLABORATE TomNod.com
  45. 45. COLLABORATE Collaborate for the occasion
  46. 46. COLLABORATE Companies joining forces
  47. 47. COLLABORATE Companies joining forces See the Absolut Blue Room
  48. 48. COLLABORATE
  49. 49. COLLABORATE
  50. 50. See the Coca-Cola sharing can: COLLABORATE Easy to share products
  51. 51. Don’t buy but hire COLLABORATE
  52. 52. Using unused ‘stuff’ COLLABORATE Makeover plans for Paris’ metro stations
  53. 53. Market value for personal possessions COLLABORATE
  54. 54. COLLABORATE
  55. 55. COLLABORATE SUMMARY: COLLABORATE The future is a challenge in which consumers will join forces Collaborations for the individual occasion, based on shared interests and needs We don’t buy but hire goods and services Instead of producing new products, unused materials are deployed Create value without money; personal possessions show increased market value Pioneering towards the future The future is a challenge in which we have to team up
  56. 56. Introvert / Conservative Extrovert / Change Me We TRENDCLUSTER ’14 1. RESIZE From global village to local world 2. ENRICH Looking for peace of mind 3. COLLABORATE Allies based on shared challenges 4. EXPLORE Curiously exploring new boundaries 5. EXPERIENCE EXPLORE
  57. 57. EXPLORE We’ve become curious about the boundaries of space and time. We want to live out our dreams, make the impossible true and are interested in developments that go beyond our imagination. When it comes to technology, we take inspiration from nature. Technology should serve mankind; augmented reality is how they call this at Google. The hype about Google Glass can be seen as an indication of the interest in bringing technology closer to the body, if not, to integrate smart technology to the brain / sensory organs. Consumers have long been willing to make modifications to their body. Body hacks will be growing in a soft version. It’s a can-do mentality, let’s go for it
  58. 58. Curious about the boundaries of space & time EXPLORE
  59. 59. Make the impossible true EXPLORE
  60. 60. See the Heineken ‘The Odyssey’ commercial Explore your potential EXPLORE
  61. 61. EXPLORE See the Heineken authenticity claim:
  62. 62. Start exploring new worlds EXPLORE
  63. 63. Start exploring new worlds EXPLORE
  64. 64. EXPLORE
  65. 65. EXPLORE Explore a new taste
  66. 66. Augmented humanity EXPLORE
  67. 67. EXPLORE Integrate smart technology in the body See Rex, the world’s first bionic man
  68. 68. EXPLORE SUMMARY: EXPLORE Innovative technological companies try to move boundaries Products and services that go beyond imagination: make the impossible true and start exploring new worlds Augmented humanity: technology to help mankind We try to integrate smart technology in our sensory organs / body Pioneering towards the future Let’s go for it. Reach for the boundaries!
  69. 69. Introvert / Conservative Extrovert / Change Me We TRENDCLUSTER ’14 1. RESIZE From global village to local world 2. ENRICH Looking for peace of mind 3. COLLABORATE Allies based on shared challenges 4. EXPLORE Curiously exploring new boundaries 5. EXPERIENCE Hands-on prosumption of your life EXPERIENCE
  70. 70. EXPERIENCE Experience the world in a different way. We are looking for extraordinary experiences that can add quality to our existence. We undergo culture during the holidays and start looking for extreme nature. We’ve become to realize that it’s a world of ever-present screens we live in. As a reaction on this passive ‘screen world’, we see a growing desire to engage in hands-on creative activities. We like to trigger our senses. Watch the spread of fabrication laboratories (fab labs) giving inventors, innovators and DIY-ers the tools to work with. In addition, ‘prosuming’ the combination of production and consumption, is opening up new dimensions with the rise of 3D printing. We are consciously collecting experiences
  71. 71. EXPERIENCE Extraordinary experiences add quality to life
  72. 72. Undergo culture during extreme journeys EXPERIENCE
  73. 73. EXPERIENCE
  74. 74. EXPERIENCE Meet new people
  75. 75. EXPERIENCE Meet new people
  76. 76. EXPERIENCE Stores delivering experiences
  77. 77. EXPERIENCE Products delivering experiences
  78. 78. EXPERIENCE
  79. 79. Hands-on creative activities EXPERIENCE
  80. 80. EXPERIENCE
  81. 81. Prosuming EXPERIENCE
  82. 82. 3D printing for all EXPERIENCE
  83. 83. 3D printing for all EXPERIENCE 3D printed designs by Iris van Herpen
  84. 84. SUMMARY: EXPERIENCE Welcome to the experience society! We are looking for an extraordinary experience, adding quality to our lives Undergo nature / culture during extreme journeys and holidays We have the desire to engage in hands-on creative activities Fabricate! Prosuming is opening up new dimensions with the rise of 3D printers Pioneering towards the future Pioneers want to create the future of experience
  85. 85. Pioneering towards the future 1. RESIZE Pioneers don’t start on a global scale. They begin small 2. ENRICH Pioneers need a mental and physical wellbeing 3. COLLABORATE The future is a challenge in which we have to team up 4. EXPLORE Let’s go for it. Reach for the boundaries! 5. EXPERIENCE Pioneers want to create the future of experience
  86. 86. The images used in this presentation are screenshots or other images that were available on the Internet. As such, the copyright for them is most likely owned by the company or corporation that produced it. For the composers of this presentation it was impossible to retrieve all these copyright owners and ask for permission to use the imagery. Images are used purely to illustrate this observation of market trends and were taken from publicly accessible sources. If any party feels treated disrespectfully or abused by our approach, please contact us at: strategy@cartils.com You have just been inspired by the CARTILS|Trendcluster ’14. Please do contact our strategic team at CARTILS for more information: Lianne van den Berg-Weitzel MSc, strategy director Rik Olthof MSc, brand strategist l.vandenberg@cartils.com

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