Cannes International Festival of Creativity 2012Trends for theNear FutureMarian Salzman
What We’ll Cover• Brief history of trends• Then. Now. Next.• Newscrafting the future
Brief historyof trends(Will it be 20 years?)
1993The death of the celebrity endorser.
1994   America       is       going       online.
1995Foodangst.
1998Americanization isnot globalization.
1998Glocalization.
1999MillenniumBlue.
1999Singletons.
1999Internetspying.
t ro s2003   2004   M xu l     and the angst           Se        of maleness.
ging     Blog2004 going     m.         strea    main
2005Sleep is the new sex.
2006 Brand sluts.
2007Radicaltransparency.
2007Blue is the new green.
2007       Local is       the new       global.
2008   The prime crisis.
2009Achildren’splace.
2010Cellphonesare the newtrans fats.
2011Grey divorce.
2011 Water    is    the    new    oil.
2011The new socialis antisocial.
2012 Let’s get REALLY competitive.
2012 Beached     white     males.
Then.Now.Next.
MarriageThen: Straight people marriedNow: Marriage gets delayedNext: Partners marry or not      depending on tax benefits
ReligionThen: Religion was decliningNow: Religion is the subtext of red vs. blueNext: Modern forms of orthodoxy fill the v...
Then: Consumers were loyalNow: Consumers have discovered the joy of	     sex with multiple “partners” (brands)Next: Market...
W   men          Then: Women cooked the bacon,          	     and maybe brought it home          Now: Women bring home the...
PlacesThen: AmsterdamNow: BrooklynNext: Anywhere in	     the Southwest
Branding   Then: Brands were solo           Now: Brands are in bed with           	     like-minded companions           N...
Workplace   Then: Work in an office            Now: Work in a cloud            Next: Work less, live more
Messaging            Then: The medium is the message            Now: The medium is in service to brands            Next: T...
Money   Then: Cash in hand        Now: Online banking        Next: Smartphone payments
Privacy          Then: I want my privacy          Now: I want to tell you everything          Next: I want to tell you eve...
Household   Then: June Cleaver            Now: “The Real Housewives”            Next: What’s a housewife?
FearThen: Fear over Communists and nukesNow: Fear over anything and everythingNext: Fearless takes over to innovate and su...
Weather   Then: Earthquakes, tsunamis and Katrina          Now: Extreme weather          Next: Overheated planet
FinanceThen: Dull angst over savingsNow: Financial insecurity, rising	     costs of healthcare; where did	     my pension,...
Nuclear   Then: Nuclear annihilation as fear          Now: Renewed hopes for nuclear energy          Next: Nuclear errors
Cyber-PrivacyThen: Fear of Internet piracyNow: Hope for Internet privacy,	     fear of everything being	     made public o...
Institutions   Then: Our institutions have failed us,               	     mistrust of corporations and               	    ...
Corporations   Then: Corporate greed               Now: Occupy movement               Next: Backlash against the wealthy  ...
Pets   Then: Blended puppies       	                                  like             labradoodle became chic       Now: ...
GenderThen: Women on topNow: Christian Grey puts men on topNext: Power struggles to be on top
GreenThen: Only hippies were greenNow: Everyone is tired of everything greenNext: Green goes beyond mainstream 	 thepower ...
NewsThen: News broke by coming to	      attention of the nearest	      wire serviceNow: News breaks by coming to	     the ...
Looking forward:Newscraftingthe futureFor brands and causes, the essential value of          public relations is increasin...
Real-time newscrafting       We’re all making news as we’re consuming it, and this leads to an       adrenaline-rushed wor...
Trends for the Near Future
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Trends for the Near Future

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Learn about two tools emerging as vital to PR from one of the world's most renowned futurists. Trends for the Near Future presented by Marian Salzman at Havas Cafe at the Cannes International Festival of Creativity

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Trends for the Near Future

  1. 1. Cannes International Festival of Creativity 2012Trends for theNear FutureMarian Salzman
  2. 2. What We’ll Cover• Brief history of trends• Then. Now. Next.• Newscrafting the future
  3. 3. Brief historyof trends(Will it be 20 years?)
  4. 4. 1993The death of the celebrity endorser.
  5. 5. 1994 America is going online.
  6. 6. 1995Foodangst.
  7. 7. 1998Americanization isnot globalization.
  8. 8. 1998Glocalization.
  9. 9. 1999MillenniumBlue.
  10. 10. 1999Singletons.
  11. 11. 1999Internetspying.
  12. 12. t ro s2003 2004 M xu l and the angst Se of maleness.
  13. 13. ging Blog2004 going m. strea main
  14. 14. 2005Sleep is the new sex.
  15. 15. 2006 Brand sluts.
  16. 16. 2007Radicaltransparency.
  17. 17. 2007Blue is the new green.
  18. 18. 2007 Local is the new global.
  19. 19. 2008 The prime crisis.
  20. 20. 2009Achildren’splace.
  21. 21. 2010Cellphonesare the newtrans fats.
  22. 22. 2011Grey divorce.
  23. 23. 2011 Water is the new oil.
  24. 24. 2011The new socialis antisocial.
  25. 25. 2012 Let’s get REALLY competitive.
  26. 26. 2012 Beached white males.
  27. 27. Then.Now.Next.
  28. 28. MarriageThen: Straight people marriedNow: Marriage gets delayedNext: Partners marry or not depending on tax benefits
  29. 29. ReligionThen: Religion was decliningNow: Religion is the subtext of red vs. blueNext: Modern forms of orthodoxy fill the void for many
  30. 30. Then: Consumers were loyalNow: Consumers have discovered the joy of sex with multiple “partners” (brands)Next: Marketers seek monogomy in millennials
  31. 31. W men Then: Women cooked the bacon, and maybe brought it home Now: Women bring home the bacon, fry it up, then go back to work in their home office Next: Women bring home the bacon, and more and more men will put it in the pan
  32. 32. PlacesThen: AmsterdamNow: BrooklynNext: Anywhere in the Southwest
  33. 33. Branding Then: Brands were solo Now: Brands are in bed with like-minded companions Next: Megabrands form and exploit the power of (more than) one
  34. 34. Workplace Then: Work in an office Now: Work in a cloud Next: Work less, live more
  35. 35. Messaging Then: The medium is the message Now: The medium is in service to brands Next: The message is the medium
  36. 36. Money Then: Cash in hand Now: Online banking Next: Smartphone payments
  37. 37. Privacy Then: I want my privacy Now: I want to tell you everything Next: I want to tell you everything, but leave me alone
  38. 38. Household Then: June Cleaver Now: “The Real Housewives” Next: What’s a housewife?
  39. 39. FearThen: Fear over Communists and nukesNow: Fear over anything and everythingNext: Fearless takes over to innovate and survive
  40. 40. Weather Then: Earthquakes, tsunamis and Katrina Now: Extreme weather Next: Overheated planet
  41. 41. FinanceThen: Dull angst over savingsNow: Financial insecurity, rising costs of healthcare; where did my pension, life savings and retirement plans go?Next: Work until we die
  42. 42. Nuclear Then: Nuclear annihilation as fear Now: Renewed hopes for nuclear energy Next: Nuclear errors
  43. 43. Cyber-PrivacyThen: Fear of Internet piracyNow: Hope for Internet privacy, fear of everything being made public or hacked.Next: Cyberpadlocks
  44. 44. Institutions Then: Our institutions have failed us, mistrust of corporations and investment firms (Enron, Tyco, Madoff) Now: Clawbacks Next: Radical transparency
  45. 45. Corporations Then: Corporate greed Now: Occupy movement Next: Backlash against the wealthy corporate executives themselves
  46. 46. Pets Then: Blended puppies like labradoodle became chic Now: Invent your own blended puppy (aka designer mutts), with owners sampling the DNA of the dogs Next: Pets being cloned to live forever
  47. 47. GenderThen: Women on topNow: Christian Grey puts men on topNext: Power struggles to be on top
  48. 48. GreenThen: Only hippies were greenNow: Everyone is tired of everything greenNext: Green goes beyond mainstream thepower of (more than) one
  49. 49. NewsThen: News broke by coming to attention of the nearest wire serviceNow: News breaks by coming to the attention of someone with a Twitter accountNext: • • •
  50. 50. Looking forward:Newscraftingthe futureFor brands and causes, the essential value of public relations is increasingly coming from its ability to master the changing forms of news as traditional and social media intertwine. PR firms have a massive opportunity to go way beyond the old practice of pitching the news to become masters of newscrafting for our clients—a mix of putting out routine news in more compelling ways, creating news opportunities and coattailing relevant breaking news.
  51. 51. Real-time newscrafting We’re all making news as we’re consuming it, and this leads to an adrenaline-rushed world where all news seems to be breaking— even if it’s hard for everything to be happening simultaneously, in a frenzy, with epic implications for the masses. We’ve also all become narrowcasters, sharing the news we care about with the people we touch: our fans, friends and followers. We call this mycasting. The multiplicity of “my” viewpoints being heard on new channels is impressive.

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