7TrendstoWatchin2012

PRWeek Webcast
Marian Salzman
Winter 2011-12

@ erwwpr
WhyTrends?
Whydowelookattrendswhen
creatingactionableandinsightful
strategiesforbrands?
•To identify the forces driving th...
WhyTrends?
Whydowelookattrendswhen
creatingactionableandinsightful
strategiesforbrands?
•To

identify the forces driving t...
WhyTrends?
Whydowelookattrendswhen
creatingactionableandinsightful
strategiesforbrands?
•To

identify the forces driving t...
Learningto

SpotTrends

social
momentum

It means tracking

people

companies
radical
breakthroughs

economies

brands
@ e...
Spottingtrends

isbigbusinessforpeople
inmanyindustrieswhoneed
tobethinkingahead,for
themselvesandtheir
clients.

@ erwwpr
And,really,isn’t that

everyone today?

@ erwwpr
Unquestionably,it’s
everyoneheretoday.

@ erwwpr
LookingAhead...Moodier,
Faster,MoreComplex
Technology

• It’s

the CRUCIAL new factor in the art and science of
trend trac...
1.

PeoplePower:Socializing
theMightyandtheTiny

@ erwwpr
1. PeoplePower:Socializing
theMightyandtheTiny
•During the bubble years, Americans splurged because it felt like
they coul...
2.
@ erwwpr

TheAlways-Ticking
Millennials
2.TheAlways-TickingMillennials
•Are millennials shaping the trends or are the trends shaping
millennials? Either way, Gene...
3.

@ erwwpr

PrizingPrivacy
3. PrizingPrivacy
• So much has shifted, we are all working out the right balance
between conflicting pulls—spend versus s...
4. HyperlocalVersusUniversal

@ erwwpr
4. HyperlocalVersusUniversal
• The

object of this game is to find where people’s attention
goes and what holds it … the a...
5.

@ erwwpr

PRGeneralists
5. PRGeneralists
•With the notion of media being redefined by the second and the
new news being reported by you, me and ev...
6.

@ erwwpr

Semi-Scientific
VoodooMedicine
6. Semi-ScientificVoodooMedicine
•As the age of the population rises and the economy-stricken mood
languishes, there’ll be...
7.
@ erwwpr

Heightened
Optimism
7. HeightenedOptimism
•It’s

no secret that the “hope” generation has been a bit
disappointed of late, with job growth at ...
Sowhatcanweexpect

NOW and NEXT?
And how does it affect your business?

@ erwwpr
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7 Trends to Watch in 2012

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Havas PR CEO, Marian Salzman spots 7 trends for the PRWeek Webcast in Winter of 2011-12

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7 Trends to Watch in 2012

  1. 1. 7TrendstoWatchin2012 PRWeek Webcast Marian Salzman Winter 2011-12 @ erwwpr
  2. 2. WhyTrends? Whydowelookattrendswhen creatingactionableandinsightful strategiesforbrands? •To identify the forces driving the future and plan for long-term success. @ erwwpr
  3. 3. WhyTrends? Whydowelookattrendswhen creatingactionableandinsightful strategiesforbrands? •To identify the forces driving the future and plan for longterm success. •To discover unexpected opportunities that help transform brands and businesses. @ erwwpr
  4. 4. WhyTrends? Whydowelookattrendswhen creatingactionableandinsightful strategiesforbrands? •To identify the forces driving the future and plan for longterm success. •To discover unexpected opportunities that help transform brands and businesses. •To provide insight into the drivers of key business, consumer and social trends. @ erwwpr
  5. 5. Learningto SpotTrends social momentum It means tracking people companies radical breakthroughs economies brands @ erwwpr
  6. 6. Spottingtrends isbigbusinessforpeople inmanyindustrieswhoneed tobethinkingahead,for themselvesandtheir clients. @ erwwpr
  7. 7. And,really,isn’t that everyone today? @ erwwpr
  8. 8. Unquestionably,it’s everyoneheretoday. @ erwwpr
  9. 9. LookingAhead...Moodier, Faster,MoreComplex Technology • It’s the CRUCIAL new factor in the art and science of trend tracking. • It enables us to sense and read the moods of groups and whole communities in real time as they communicate with each other. • It makes events and responses to them move faster. Monday’s hot news can feel like ancient history by Wednesday. • It increases the number and speed of interactions, upping complexity by an order of magnitude. The following slides pull together seven key trends in this complex mix. @ erwwpr
  10. 10. 1. PeoplePower:Socializing theMightyandtheTiny @ erwwpr
  11. 11. 1. PeoplePower:Socializing theMightyandtheTiny •During the bubble years, Americans splurged because it felt like they could—then with the great deals offered after the worst of 2008, some spent because it felt like they should. •Now many look at purchases that seem rash and unnecessary and regret those wasted dollars. Look for 2012 to be the year of essentials only. •Yet old impulses die hard, especially in the holiday season—popup stores will continue to soothe by offering one-off items without the sticker shock. •After the success of Missoni at Target, it’s time for other brands to partner up; co-producing products and lines for a one-two punch will be one way of carrying business through a tepid holiday season into a frugal 2012. @ erwwpr
  12. 12. 2. @ erwwpr TheAlways-Ticking Millennials
  13. 13. 2.TheAlways-TickingMillennials •Are millennials shaping the trends or are the trends shaping millennials? Either way, Generation Y lives naturally with screens and collaboration, moving between virtual and physical with barely a pause. •This generation will reshape notions of time and place as their digital-native, screenage mindset moves into the demographic mainstream and the 24/7/365 world of work. •One big imponderable for 2012 and beyond is how many millennials will actually get a shot at careers in a lame and limping economy that’s offering too few jobs, too many deadend internships and McJobs. @ erwwpr
  14. 14. 3. @ erwwpr PrizingPrivacy
  15. 15. 3. PrizingPrivacy • So much has shifted, we are all working out the right balance between conflicting pulls—spend versus save, virtual versus IRL, work versus life, transparency versus privacy. • Private individuals and public figures are finding that in cyberspace what was intended to be sharing among friends can all too easily turn into full-scale exposure to the whole world. • We expect our businesses and leaders to be transparent and to stand up to scrutiny—that comes with the turf—but why should private citizens tell all and tolerate intrusion? • Individuals will increasingly pay attention to TCs, exercise more opt-outs and privacy options, get smarter about what they put on the net and figure out smarter filtering strategies to avoid the onslaught of TMI. @ erwwpr
  16. 16. 4. HyperlocalVersusUniversal @ erwwpr
  17. 17. 4. HyperlocalVersusUniversal • The object of this game is to find where people’s attention goes and what holds it … the advertising dollars will follow. • Online local has risen, phoenix-like, from the ashes of traditional local media classifieds; local took 40 percent of online ad spending in 2010, up from 34 percent in 2009. • Yahoo, Topix, Examiner.com and Patch are all aiming to put news into that sweet spot where online speed and convenience meet real-life relevance—the driver of locationbased apps. • Among their many other challenges, clever brands will find ways to connect with both our hyperlocal interests and the universal truths we feel—matching the span of our attention and desired connections. @ erwwpr
  18. 18. 5. @ erwwpr PRGeneralists
  19. 19. 5. PRGeneralists •With the notion of media being redefined by the second and the new news being reported by you, me and everyone in between, the next generation of PR professionals will need to be generalists of sorts: part content provider, part media relations guru, part transparency expert and part CSR gospel preacher. •In the immediate future the PR industry will need to seriously deliver on its strategies to get ahead. We’re calling it play me, then pay me. •In this tough environment, those who deliver PR plans and measurable results will be better able to stay in business; watch the introduction of serious “contingency element compensation, in which ” a component of fees is directly linked to results. @ erwwpr
  20. 20. 6. @ erwwpr Semi-Scientific VoodooMedicine
  21. 21. 6. Semi-ScientificVoodooMedicine •As the age of the population rises and the economy-stricken mood languishes, there’ll be growing calls on healthcare. •Rather than the communicable diseases of yesteryear, people will grapple with excess weight and its related ailments, as well as cancers and cardiovascular, autoimmune and degenerative diseases. •For the unwell and the worried well, the Internet provides access to more medical information than most physicians saw in their life 50 years ago—and most consumers are not trained to evaluate it all. •The effect across markets is a fragmented mix of semi-scientific voodoo, full of contradictory and complementary elements—folk remedies (e.g., gargling with salt water) and alternative beliefs (e.g., homeopathy) alongside pharmaceuticals and supplements. •The desire is more than just health; it’s a feeling of wellness— increasingly the buzzword du jour. @ erwwpr
  22. 22. 7. @ erwwpr Heightened Optimism
  23. 23. 7. HeightenedOptimism •It’s no secret that the “hope” generation has been a bit disappointed of late, with job growth at a crawl and the United States in the midst of an identity crisis (downgraded credit rating and all). •PR will take a hopeful turn as ordinary citizens, journalists and brands alike are looking for stories that will put a smile on their faces—think human interest, inspiring tales of reformation and perseverance gone public. We need some optimism to boost our spirits (and our retail numbers). •Whether optimism is your strategy in 2012, think about the explosion of personal gaming as a piece of the PR pie, because the PC gaming hardware market should reach $27 billion in 2014, according to Jon Peddie Research. @ erwwpr
  24. 24. Sowhatcanweexpect NOW and NEXT? And how does it affect your business? @ erwwpr
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