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
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 void for many
Then: Consumers were loyalNow: Consumers have discovered the joy of sex with multiple “partners” (brands)Next: Marketers seek monogomy in millennials
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
PlacesThen: AmsterdamNow: BrooklynNext: Anywhere in the Southwest
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
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: The message is the medium
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 everything, but leave me alone
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 survive
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
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 or hacked.Next: Cyberpadlocks
Institutions Then: Our institutions have failed us, mistrust of corporations and investment firms (Enron, Tyco, Madoff) Now: Clawbacks Next: Radical transparency
Corporations Then: Corporate greed Now: Occupy movement Next: Backlash against the wealthy corporate executives themselves
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
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 of (more than) one
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: • • •
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.
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.