Canvas8, the leading behavioural insights agency, are delighted to announce the release of their biannual trending document, Keeping TABS Q2 2011.
...
Canvas8, the leading behavioural insights agency, are delighted to announce the release of their biannual trending document, Keeping TABS Q2 2011.
The document is a summary of the most important trends and drivers currently influencing global consumer culture.
TABS is an acronym of Trends, Anthropology, Behaviour and Strategy - the four components necessary in understanding global societal developments. Information has been sourced from academic journals, hundreds of industry blogs and the minds of an exclusive network of globally recognised Thought Leaders.
Whilst tracking the progress of trends documented in the previous Keeping TABS, the report also identifies new emerging consumer trends such as: Byegender; Life as an Enterprise; Serendipity and Being+
Welcome Welcome to Canvas8’s Keeping TABS, a biannual summary of the most important global changes impacting people’s attitudes and behaviour. The TABS in this document are based on a combination of expert opinion and extensive in-house research, tailored to an audience of brands, media and ad agencies. Hence the acronym: Trends, Anthropology, Behaviour, Strategy. We’re aware that most of you will be familiar Each is supported by six global case studies, key with some of the TABS here. The purpose of statistics and the audience groups most affected this document is not to sketch out crystal ball – we’ve described mindsets where possible, butCREDITS predictions, but to put the last six months of global good old-fashioned demographics are often usedThanks to all the Thought Leaders, expert cultural shifts into a usable context. for clarity’s sake. And, because they don’t operatecontributors and inspirational resources who’veinfluenced the analysis of the last six months: in isolation, we’ve listed any opposing behavioursChris Arnold, Roger Boyes, Amitava We’ve trawled academic journals, panned the gold or shifts. All external sources – along with someChattopadhyay, Elizabeth Churchill, Lars Cosh- from hundreds of pop culture and industry blogs, excellent further reading – can be found at the back.Ishii, Nic Crowe, Krystal D’Costa, Sara Diamond,Tom Doctoroff, Alex Gordon, Henry Hemming, and probed the minds of globally recognisedDale Herigstad, Iconoculture, Andrew Keen, Josh Thought Leaders before stepping back and piecing I hope you draw as much inspiration from readingKlein, Daniela Krautsack, Monocle, Alan Moore,Don Norman, Neil Perkin, Joe Pine, Ruby Pseudo, it all together. this document as we have in putting it together.PSFK, Mary Lou Quinlan, Emma Reel, Marian Prod it, scribble on it and pass it around – andSalzman, Mandy Saven, Arvind Singhal, MichaelSolomon, Springwise, Luciana Stein, Danny So what’s different in Issue 2? please do let us know what you think:Taewoo Kim, Trendwatching, Fabrizio Valente, We’ve still tried to make the navigation as intuitive as keepingtabs@canvas8.comMark Vanderbeeken, Matt Webb, Faris Yakob. possible - there are now three sections: emergingDESIGN BYFrancesca Ulivari TABS at the front, developing TABS in the middle Warmest wishes,francescaulivari.com and a summary of static TABS at the back (they’veCANVAS8 ANALYSIS BY not evolved, but nor are they going anywhere fast). Debbi EvansDebbi Evans, Ella MajavaReuben Message, Sam Shaw Editor, Canvas8
Contents 4 Section 1: EMERGING 26 Section 3: STATIC 5 BEING+ RISING SOCIAL CONSCIENCE 6 CONSCIENCE CONFUSION NATURAL MINDSET 7 BYEGENDER SOCIAL PARTICIPATION 8 LIFE AS AN ENTERPRISE SLOW 9 IDENTITY GAMES SIMPLE INTERFACES 10 PUBLIC AND PRIVATE BLENDED REALITY 11 SERENDIPITY MASS CUSTOMISATION 12 IMPERMANENCE ATTENTION ECONOMY 13 LIVING THE DREAM HYPERLOCALISATION 14 VISUAL DEMOCRACY 28 EXPLORE Section 1 15 Section 2: DEVELOPING 30 EXPLORE Section 2 16 BRAND ME 17 CODES OF CONDUCT 32 About Canvas8 18 COLLABORATIVE LIVING 19 EAST/WEST 20 HYPERAWARENESS OF HEALTH 21 INFORMED CONSUMERISM 22 NEO-TRIBALISM 23 PRIVACY AND CONTROL 24 SUSTAINABLE CAPITALISM 25 TRUE STORIES
Section 1 EMERGING 4 BEING+ CONSCIENCE CONFUSION BYEGENDER LIFE AS AN ENTERPRISE IDENTITY GAMES PUBLIC AND PRIVATE SERENDIPITY IMPERMANENCE LIVING THE DREAM VISUAL DEMOCRACY« CONTENTS
Being+ 5 STRONG GROWTH Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT? Who & WhereBeing+ is an offshoot of Hyperawareness Connected consumers worldwide, and increasingly in emergingof Health and Brand Me, in which the natural markets. Also particularly relevant for those who believe in evolution.human drive for mental, physical and practical Quantified Self Fitbit.comself improvement is accelerated by a host of data The first site to gather An affordable, sleektracking services. “Our search history, friend networks and together the diverse tools gadget which, when worn, status updates allow us to be analyzed by for data tracking and self automatically tracks your improvement. Its strapline sleeping patterns and fitnessHOW HAS IT BEEN DEVELOPING? machines in ways we can’t always anticipate is ‘self-knowledge through in one holistic set of wellnessDaily improvements in biotech hint at what the far or control. It’s natural that we would want to numbers.’ data. reclaim some of this power: to look outwardfuture will be like. But for now, it’s about careful to the cloud, as well as inward toward themanagement and understanding of inherent flaws – psyche, in our quest to figure ourselves out.”such as greed, fear and laziness – and becoming a Gary Wolf, Contributing Editor, Wired‘better’ person at every level. It’s about vigorous self H+ Magazine Green Gooseexperimentation and testing, ‘leveling up’ in differentareas of your life - whether time management, Full title Humanity Plus, this A series of sensors thathealth, or volunteering. This accelerated pace of transhumanist publication monitor daily activities and tracks current cultural, allow the wearer to play life aslearning means that education seldom ends when technological and scientific a role playing game. Playersschool does. Whether seeking to map your genetic contraflow Identity Games shifts that will “change human get points for brushing theircode or trace ancestry, this is deeply personal data beings in fundamental ways.” teeth or completing 5k.collection. For brands, it’s about selling an easilyachievable dream, giving consumers the tools toBeing+. educational resource Khan Academy has delivered 42,655,875 Lifehacker Gympact 42,655,876 This hugely popular site revolves around the goal An idea which taps into the theory that people are more 42,655,877 lessons online of improved personal motivated by loss than gain productivity in all areas of life. – users pay a fee when they and counting don’t stick to fitness goals. (Source)« CONTENTS NEXT: Conscience Confusion »
Conscience Confusion 6 PEAK Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT? Who & Where There is an inherent contradiction in youth - filled with idealism butA further backlash against ethical choice overload mostly passive (particularly where politics are concerned). This is(see Attention Economy in section three), happening largely in the developed world; emerging markets are key drivers of serious political action online. Groupon superbowl ads Conflict Cafecompounded by the upsurge of ‘socially conscious’brands. It makes transparent what many had While hated, they tapped into A successful New York snacksuspected: in spite of voicing concerns around “Consumers continue to be confused an uncomfortable truth – the bar that rotates social causesethical or ecological issues- ‘going green to be about environmental claims, often without masses talk about activism along with its menu to raise but would rather get a great awareness of global socialseen’ as part of Brand Me - very few mainstream realizing it. This creates a huge risk for discount. and political issues.consumers in the developed world actually get consumer backlash.”involved, either locally or otherwise. Nevertheless, Jonathan Yohannan,people like to feel as though they’re helping. SVP of Corporate Responsibility, Cone MarketingHOW HAS IT BEEN DEVELOPING? Clicktivism Tous OptimistesThis is more than political apathy, which in itselfis nothing new. It’s about wanting to do good but Rising Social Coined by Adbusters editor A site which works againstfeeling overwhelmed by the number of ethical contraflow Conscience and activist Micah White, this what the founders see as term generated furious debate endemic pessimism amongguidelines and causes to support, and being about the merit of online French consumers.unable to make a decision. As a result, brands are participation in eco/ethical.increasingly expected to take responsibility not justfor these causes (Sustainable Capitalism) but fortheir decisions in aligning with these causes. There’san inherent risk that encouraging active brands will 51%make people even more inactive. NGD Singapore Fundraiser cynicism (‘not giving a damn’) In a spirited protest against The acronym was coined by of Americans music fundraisers, DJ Terre journalist Alexis Ong after are OVERWHELMED by the Thaemlitz criticises the a series of car bomb tests environmental messages they hear and see ‘wheels of industry’ turning elicited phone calls from only behind every charitable sale. 4% of Singaporeans. (Source)« CONTENTS « PREVIOUS: Being+ NEXT: Byegender »
Byegender 7 STRONG GROWTH Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT? Who & WhereByegender is about the blurring and exchange of Men and women in developed markets,stereotypical gender imagery and roles in culture particularly secular societies. Tends to be more acceptable among younger demographics The Kooples Dea Latisand the media, as mindsets prevail over traditionalmarketing demographics. This label is an example of The members of Dea Latis, “The gender blur is particularly sharp what EuroRSCG call the - leading female membersHOW HAS IT BEEN DEVELOPING? among Gen Y men and women who “new couples paradigm”, in of the beer industry - work which pairs are marketed to closely to encourage beerGender-based marketing has taken a long time to are more alike than their predecessors. as a unified brand. drinking among women.drop its clear-cut divisions and preoccupation with But rather than assume that traditional gender differences are totallypink (or blue) but this is finally starting to change. passé, marketers ought to tap into thisSocio-economic drivers include increasing female emerging female sensibility to generatepower in the workplace and a rise in stay-at-home human solutions (rather than pink ordads. On a superficial level, there’s been a striking blue ones!)” Herbivore Men Anthologyinfiltration of androgynous aesthetics. Male youth Mary Lou Quinlan, CEO, Just Ask a Womanonline experiment with playing as women as part of An established Japanese This fragrance line byIdentity Games. Softer, more emotional strength phenomenon, herbivore men D&G contains five unisex are defined as passive and fragrances, all designed tois favoured over machismo. The boardroom and Neuromarketing aberrantly feminine, choosing appeal to a certain aspect ofarmy are no longer seen as overwhelmingly ‘male’ pampering over pints. the personality (or mindset). claims biologicaldomains - and women are happy marching into contraflow consumptioneither: 10,000 more women have signed up for differencesshooting lessons in the US this year, courtesy ofSarah Palin. The number of stay-at-home dads Les Petroleuses Pink toenails A mainstream crossover A recent J. Crew image on publication for “women who the brand website caused are tired of being treated like controversy by featuring a boy has risen tenfold in the last decade they only care about high with painted pink toenails. heels and lipstick.” (Source)« CONTENTS « PREVIOUS: Conscience Confusion NEXT: Life as an Enterprise »
Life as an Enterprise 8 STRONG GROWTH Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT? Who & WhereClosely linked to Being+, in which the dynamics Gen X and Gen Y in developed nations (developing nations do this out of necessity). Those who value interesting careersof the web encourage individuals to view their and independence over money and security.entire lives as a project, Life as an Enterprise is Atypic Store Human billboardsa reflection of the blurred divisions between work, A French lifestyle portal which Individuals like 4head4rentplay and home life. Constantly on the move and “The idea of two separate lives, one targets ‘atypical’ individuals – offer up body space as aconnected, with diverse commercial tools at their professional and one consumer, is over.” young independent workers blank brand canvas, seeding who are digital natives and promotional films and imagesdisposal, people are monetising the minutiae of their Leo Apotheke, CEO, Hewlett Packard informed consumers. through their networks.everyday existence. For Gen Y, it’s about gettingpaid to do what you love.HOW HAS IT BEEN DEVELOPING?People are increasingly aware of the value of ‘idle NYNightowls Parkatmyhouse.comassets’ such as empty parking spaces and unusedtools that can be lent to neighbours at a small cost. contraflow Slow A community working hub for Allows property-ownersThey are also aware of the value of their data after-hours projects in NYC. (residential and commercial) to rent out empty driveways,(see Privacy and Control) and their influence garages, car parks and otheras a media channel. Being an entrepreneur now spare pieces of land.carries serious social currency for Gen Y, who see Levels ofthe work they enjoy as a seamless extension of their YOUTH ENTREPRENEURSHIPprivate lives. have risen by 18–34 20% in the Haul videos The Adventurous 500 year olds past decade While relatively established, Each day, for 500 days, haul videos are a key indicator founder Ryan Parker of teenage girls’ status as documents a new Colorado 2000 2010 powerful media channels. experience, recommended to him by the community. (Source)« CONTENTS « PREVIOUS: Byegender NEXT: Identity Games »
Identity Games 9 EARLY GROWTH Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT? Who & WhereA playful backlash against online privacy concerns; Digital natives andIdentity Games recognises a clear distinction power users globallybetween digital and real world identity and posits Gender play Weavrsthat switching between multiple inconsistent Weavrs are robots imbued On the internet, no one knowspersonas is an acceptable and, crucially, authentic “If we want intimacy on the internet and you’re a man. The practise of with human personalities thatexpression of self. we want a private life, the first step we must gaming as female characters explore the internet, allowing is increasingly popular among users to “design the personas take is [to think about] how we build our teenage boys. they want to follow.”HOW HAS IT BEEN DEVELOPING? own fiction”This is about more than having multiple e-mail Emma Reel, hacker and journalistaccounts. Whether you’re engaging others directlyor simply maintaining an air of mystery because offears around becoming too transparent, identity Witch house 4changames reframe anonymity as the ultimate in status –as social commentator Andrew Keen points out, only contraflow Brand Me/Being+ Witch House artists strive to Largely playful, increasinglythe very rich (or very poor) can currently afford it. The remain hidden from Google’s political, 4chan’s army of all seeing eye by using HTML anonymous live to causerest need to create it. This will become increasingly symbols instead of letters to havoc on the internets andrelevant as governments and companies try to make them unsearchable. beyond.implement SSO (single sign on) technologies and Using the internet to take on adigital identity cards. DIFFERENT PERSONALITY Fake Twitter accounts Rene Pawlowitz From Don Draper to Sarah A Berlin techno geek with six 24%India 5% Europe 1.7% Netherlands Palin, fake Twitter accounts are testament to an increasing (known) aliases - revealed only to those select few with confidence and playfulness the dedication and musical with identity. knowledge to seek them out. (Source)« CONTENTS « PREVIOUS: Life as an Enterprise NEXT: Public and Private »
Public and Private 10 STRONG GROWTH Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT? Who & WherePublic and private spaces in the real world Connected urban consumersare blurring as work and life priorities become in developed and emerging economiesincreasingly interchangeable. Truly private space is SoFar Sounds House partiesdwindling, compounded by networks and notions An intimate concert in a Increasing numbers ofof the global bedroom. Conversely, public space “If brands go too much into the private stranger’s living room. In people are signing up to hostbecomes private as companies seek to provide a sphere - itself a triumph of democracy - the same vein, Foo Fighters branded events in their own recently announced their homes for products fromsense of intimacy missing elsewhere. people will revolt. So they need more ‘Rock the Garage’ tour. Windows7 to Kraft. modesty, more elegance and certainly more subtlety.”HOW HAS IT BEEN DEVELOPING?Over half of the world now reside in cities. The Dominique Wolton, Director, CNRSpremiumisation of available urban space has twomajor consequences: smaller homes, and busier Capsule hotels Private(s)2.0public spaces. Because living spaces are shrinking,people are looking to reclaim ‘public areas’ - cue Secrecy and The last bastion of true As part of the ‘Hacking publicFoursquare-fuelled territory wars. Public places contraflow privacy - what’s private space - the bedroom - space’ exhibition in Ghent, mine is mine reduced to a coffin-sized box artist Lucas Murgida affixedare re-purposed from the anonymous crowds and for weary travellers. mirrors to city urinals for thepeople are using them to foster more intimate benefit of passersby.cultural and social connections. This extends to House Party now has 800,000retailers who make their shopping environmentsmore homely. Furthermore businesses like Google orGroupon make their offices ‘feel like home’. This bluralso means people are making public use of their Tiny homes movement Living Room Bangaloreprivate spaces as part of Life as an Enterprise. mailing list subscribers 135% Influenced by sustainability A games lounge The database and economy, the Tiny Homes masquerading as a friend’s grew about movement reflects people’s front room: customers can increasing ability to cope in even order in takeaway while from 2010 2011 reduced living space. button-mashing. (Source)« CONTENTS « PREVIOUS: Identity Games NEXT: Serendipity »
Serendipity 11 STRONG GROWTH Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT?The internet promised that we’d meet the world. Who & Where Anyone with a smartphoneWe didn’t. Instead we’ve gravitated (and areincreasingly pushed toward) ‘people like us’. For the Serendipitor Colormobile digital generation everything is searched, Serendipitor is an iPhone app A ‘community building’mapped, known and planned in advance. There is “Serendipity is not randomness. It is that “helps you find something application that instantlya danger that people never really go beyond their unexpected relevance.” by looking for something else”. shares images with phones in the vicinity without askingcomfort zone physically or mentally. People crave the Jeff Jarvis, author, What would Google Do? owners’ permission.unexpected.HOW HAS IT BEEN DEVELOPING?Online and offline, brands are recognising theimportance of creating serendipity and surprise Yobongo Eat With Meto counteract the siloes. On the web, services are Data-driven citieslooking to enable ‘serendipitous search’ through contraflow influenced by rigid networks A mobile social network Eat With Me offers new wayssocial recommendation and interest graphs. In alerting users to nearby to connect with people strangers shared interests, in your neighbourhoodthe physical world, this is being accelerated with encouraging face to face through sharing food andcounterintuitive mobile applications that encourage interaction. eating together.users off the beaten path into real-time discoveryand interactions with strangers. There is a danger,however - as Adam Greenfield pointed out - thatsmartphone adoption will lead to increasingly dense Google now uses 57 different personalisation filtersnetworks overlaid on top of cities, originally intended to customize what we see on the Web StumbleUpon Meet Gatsbyas spaces of contrast and diversity. The content sharing platform A polite algorithmic middle has seen massive growth in man, Gatsby introduces 2011, shooting up to 1 billion people who share similar stumbles every month. interests via a mobile app. even if we aren’t logged in (Source)« CONTENTS « PREVIOUS: Public and Private NEXT: Impermanence»
Impermanence 12 PEAK Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT?People are renting rather than buying, and streaming Who & Where Digital natives and daily web users, globallyrather than downloading. As our lives, neatlypackaged into little bundles of data, migrate towards Club Kanazawa Birchboxthe cloud, we leave fewer concrete markers behind A Japanese tourism company A subscription service whichin the physical world. “If the 20th century was about [...] individual which locates the value and delivers a package of high ownership, the 21st century will become authenticity of an experience end beauty samples to your in its transient nature - the door for a monthly fee.HOW HAS IT BEEN DEVELOPING? defined by [...] shared access.” concept of Wabi Sabi.We first pinpointed this emerging sense of Rachel Botsman, What’s Mine is Yours: The Riseimpermanence in late 2009, but if anything it’s since of Collaborative Consumptionincreased in relevance and mass market impact. Interms of evolution, it’s been mediated by the impactof communities and collaborative consumption – Pop-up apps Streetcarwhen sharing becomes the default mode, thingsare never really ‘yours’ so there’s no sense of real A recent Apple patent hints The UK’s answer to theownership. At an organisational level, ‘pop-up’ and contraflow Being+/Slow at temporary apps which Zipcar car rental service has deliver relevant info in situ and experienced huge successbeta’s marketing sway still holds and business disappear from the phone since launching in 2004.agility is evangelicised. Even the way people group once no longer needed.together is increasingly temporary - as services like M i llFast Society demonstrate. It’s also about being OK Spotify haswith vagueness and uncertainty - unlike Being+,which demands that everything is quantified. e ion OnConversely, the backlash against digitisation and Pop-up magazine Possibilianismimpermanence also remains strong. JWT predict thatpeople will “fetishize physical objects” in 2011 as Publishing goes pop-up: a A philosophy coined one-night-only event curated by neuroscientist DavidSlow goes back to basics. in magazine format, complete Eagleman which involves PAYING SUBSCRIBERS with interviews, photography being “open to ideas [there’s and features. no] way of testing right now.” (Source)« CONTENTS « PREVIOUS: Serendipity NEXT: Living the Dream»
Living the Dream 13 STRONG GROWTH Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT? Who & WhereConsumers are increasingly looking for opportunities Tweens, teens and Gen Y; older generations yearningto live out their fantasies. They can’t be a for youthfulnessprofessional footballer, singer, film star or superhero Yoostar I AM PLAYR- they have to be realistic - but they can pretend. Hollywood karaoke. Pick a An immersive football-themed “The big advantage to the ARG genre scene from a classic film and ARG which plays out publiclyHOW HAS IT BEEN DEVELOPING? is that you play as yourself. see yourself projected on- across social media. Be a screen. premier league champ andGrowing up with gaming as a primary source of So when the game is over, you are more choose your own adventure.entertainment means consumers are used to playing likely to see yourself as capable of extraordinary things.”the lead role, not watching it. As gaming becomesmore realistic and immersive, the skills required Jane McGonigal, author, Reality is Brokento play are closer to the ones needed in real life(particularly with Rockband or Singstar) and are XXL app. VideoGenietherefore deserving of greater Brand Me kudos.For brands, it’s a way of tapping into narcissism and Hip hop magazine XXL A video testimonials site thatgiving people starring roles as a way around the contraflow Being+ launched an app for budding courts word of mouth by rappers: spit lyrics into the making you a celebrity.Attention Economy - see the hyper-personalised phone and get signed. Maybe.and public Old Spice, AT&T and Orange campaigns.Alongside this, the allure of (small-time) fame feels TOP 3 career aspirations among tweensever closer; video is emerging as the primary mode 1985 Teacher Sportsman 2010of communication and there are new YouTube stars (15%) (12%)and seemingly ordinary people ‘going viral’ everyday. After all, Life is an Enterprise. VS Rock camp for dad Ark Music Factory An event that allows dads to The production company relive their boyhood rock star responsible for the (in) fantasies by starting a band famous and heavily autotuned Medicine Banking Actor Pop Star and performing in front of an Rebecca Black phenomenon. (7%) (9%) (11%) (11%) audience. (Source)« CONTENTS « PREVIOUS: Impermanence NEXT: Visual Democracy »
Visual Democracy 14 STRONG GROWTH Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT?We are now “people of the screen.” The accelerated Who & Where Connected cultures globallyshift from a predominantly text-based to video andimage-based culture, which is both a byproduct Starbucks logo redesign Sao Paoloof the web’s open, democratic structures and a In January 2011 the coffee Without billboards and signs,result of the attention economy is closely related “Historically, those who set up language behemoth dropped all text Sao Paolo retailers areto True Stories. It also indicates a wish to remove structures were the same people who set from its 40-year-old logo forced to invent what Marc in favour of a rounded Gobe calls a “new sensoryany barriers between teller and listener, making up social structures. The shift to visual mermaid icon. language.”communication more visceral and emotional – and culture is a further example of the switch from a top down power structure to atherefore more intimate – even as both teller and democratic alignment.”listener sit at either end of a technological device. Dr Alex Gordon, Founder, SignSaladHOW HAS IT BEEN DEVELOPING? VYou QwikiOn one level, it’s a return to an ancient formof communication - Egyptians used images Traditional The video-based social A disruptive search toolto communicate. But this is also around the contraflow systems and network in which users post which displays results in hierarchies, Slow 30-second question and “quintessentially human”democratisation of communication; people who answer clips for strangers. storytelling form, using videodon’t know the rules of language are denied and audio.knowledge to it, visuals can be understoodby anyone. The emphasis on photo stories, The total internetinfographics, educational videos and video population is 19% 23%conferencing - sharing experiences not information,according to former Skype CEO Josh Silverman People of the screen <3 in the OED- bridges distances and cultures, evening outinequality in education. The shift is likely to An Institute for the Future Even the Oxford English of all American think tank which researches Dictionary conceded theaccelerate further with the spread of 4G, and video adults have made the impact of the shift to cultural relevance of signs by a video call. a visual culture on human including the heart symbol in behaviour. its recent batch of additions. (Source)« CONTENTS « PREVIOUS: Living the Dream NEXT: Section 2 »
Section 2 DEVELOPING 15 BRAND ME CODES OF CONDUCT COLLABORATIVE LIVING EAST/WEST HYPERAWARENESS OF HEALTH INFORMED CONSUMERISM NEO-TRIBALISM PRIVACY AND CONTROL SUSTAINABLE CAPITALISM TRUE STORIES« CONTENTS
Brand Me 16 PEAK Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT? Who & Where Increasingly those aged 30+, especially those living in citiesWhether for commercial or social purposes or working in creative industries. The over 40s are still inclinedindividuals carefully curate and optimise their to think of personal branding as relating to their work life, rather than a blend of the two. About.me Facebrushpersonal image across a multitude of channels. Inan increasingly participatory society, social currency The newest personal branding Taps into the narcissim ofplays a key role – it’s not just about peer reviews of “Whether you like or not, we live in a craze in the US is all about the trend by providing anproducts, it’s about peer reviews of peers. People social hierarchy where your every move creating a slick, professional affordable, professional looking ‘face’ (even if there’s airbrushing service for your‘like’ brands – but they are no longer ‘fans’. is indexed and calculated into a score little substance). Facebook pictures. that represents your stature in a digital society.”HOW HAS IT BEEN DEVELOPING?As geolocation services continue to grow, the Brian Solis, Consultant, Altimeter Groupbiggest shift has been offline, with the influence ofmobile. People are constantly aware of the image Buildabrand Flattrthey’re portraying in interactions with others, andstatus symbols take a suitably Blended Reality Identity Games, Another professional branding Social currency meets realapproach. Not only can physical checkins be seen contraflow Collaborative service for individuals (and currency; pay bloggers whose Living small companies) which work you like with real moneyonline, but Twitter status updates can now be reflects the deep awareness and register on the site toworn on t-shirts. This narcissistic exhibitionism has of the trend in the mainstream. earn money yourself.had negative side-effects: numerous studies haveidentified a growing sense of inadequacy as peoplestruggle to imitate others’ idealised social media 57% OF ADULT INTERNET USERSportraits. This competitiveness is something brands now use search engines to findcould leverage. information about themselves OneTrueFan Betable online. OneTrueFan tells web users This social betting site UP FROM 47% IN 2006 “you are what you read. Now, encourages punters to play get credit for it.” for “money, bragging rights 2010 and respect.” (Source)« CONTENTS « PREVIOUS: Section 1 NEXT: Codes of Conduct »
Codes of Conduct 17 PEAK Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT? Who & WherePhysical codes of conduct, initially mimicked So-called ‘digital natives’ are the key proponents of lack ofonline, are being modified in the digital space and hierarchical structure and new forms of netiquette offline.impacting real-world behaviour, which has become Sleepover Theatre: KLM surprisenoticeably more playful, collaborative and open. The Lullaby is a stage show in When someone checks innon-hierarchical structure of the web is changing “Social media has led to a third type of which the entire audience to Foursquare at Schipholtraditional hierarchies offline. thought: one that you share with a virtual change into their night clothes Airport, the ‘KLM Surprise’ and sleep in the theatre. team present them with a social network instead of those who you may creative gift.HOW HAS IT BEEN DEVELOPING? be interacting with in person. When you have and share this type of “third thought,”A new lexicon of online behaviours is emerging. the big cultural question is whether this isThoughtcatalog identified five new emotions the anti-social behaviour, or just a new kind ofinternet had created, including IM anxiety and Twitter social interaction.”outrage, which impact our real world selves. Berg Rohit Bhargava, SVP, Global Strategy & Diesel Island Less sex in the cityCEO Matt Webb points out there is a risk that as we Marketing, Ogilvy 360 Digital Influenceget used to interacting with AI we will start treating This tropical utopia is a Codes of interaction inour real friends like Facebook friends. Mobile will perfect example of Codes of social networking circles Conduct, bringing the web’s are impacting the amountplay an increasing role in all this, turning us into casual, open attitudes to a of sex had by New York’sstreams of easily readable data and altering initial real life space. twentysomethings.face to face interactions (the basics such as name contraflow Identity Gamesand interests are already taken care of, courtesy ofour smartphones). of internet users are active in some kind of Transito y gentil e-tiquette VOLUNTARY GROUP OR ORGANISATION 80% A Brazilian campaign A series of contraptions by insurer Porto Seguro designed to tell little white compared with 56% of non-users lies so as to protect the encouraging kinder commutes and less road rage – all with recipient’s feelings. the use of a simple car sticker. (Source)« CONTENTS « PREVIOUS: Brand Me NEXT: Collaborative Living »
Collaborative Living 18 PEAK Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT? Who & WhereClosely linked to the Hyperlocalisation trend, we Busy, urban-dwelling technology lovers and,are seeing bustling fragmented cities spilling out into increasingly, rural communities. Cumbrianiche community groups, working closer together Broadband Community Village Telcoand sharing space. It’s fuelled by the Gen Y work An internet revolution driven Village Telco is a community-ethic (awareness of Brand Me, job-hopping), and “The nature of community is changing shape: by tiny rural communities driven local wirelesscollaborative working online (crowdsourcing). if for our grandparents community was in Lakeland is giving the telephone network in South telecoms giants a run for their Africa intended to help ‘bridge public, compulsory and rooted to one place, money. the digital divide’.HOW HAS IT BEEN DEVELOPING? today it is increasingly private, voluntary and mobile.”There is now a strong recognition that collaborationis the most effective way of getting things done, both Henry Hemming, author, Togetheron and offline. Shirky’s cognitive surplus testifiedto the power of collective intelligence, groups are Slugging Hive Houstonbanding together for significant political changeand games are increasingly being used to reward A unique transport solution The artists andcooperation over competition. Niche demographics contraflow Brand Me found in Washington DC in environmentalists behind Hive which drivers commuting into Houston aim to discover the(such as LGBT in the US) are choosing to set up the city stop to carpool with next generation of responsiblecommunities away from the city. It doesn’t have to complete strangers. building and living practices.be ethical - it’s about getting stuff done withouttraditional organisations and free from bureacracy. In 2010 Kickstarter funded 3,910The most significant development, however, is inthe rise of the DIY community, where (often remote)groups collaborate to improve infrastructure and La Maison des Babayagas BOOMaccess to services. projects with a total of A community of older French A bold, gay-friendly 27,638,318 dollars pledged women founded by two friends who didn’t want to live community that invites everyone to think differently on their own after retirement about aging. or burden their families. (Source)« CONTENTS « PREVIOUS: Codes of Conduct NEXT: East/West »
East/West 19 STRONG GROWTH Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT? Who & WhereThe Easternisation of Western culture, and vice Tweens, Gen Y and Gen X in Asia (Japan, China, South Korea),versa, caused by shifting dynamics on and offline. North America, Europe Church of theThe traditionally Eastern focus on community and Latter Day Dude New York State of MindWestern focus on individual are merging, driven Inspired by a blend of Zen An exhibition by artist Gil Woolargely by social networking and online behaviour. “The ease and speed at which digital Buddhism and the cult classic Lee in February 2011 which generations from opposing spheres can dive The Big Lebowski, it has over “merges ancient Naturalist 100,000 members in the US Asian philosophy and NewHOW HAS IT BEEN DEVELOPING? straight into each other’s cultures has led alone. York City pop culture.”While aesthestic and pop-cultural influences are to a genuine cross-cultural openness and understanding without any barriers or falsestill very much at play – see the extensive Asian learning imposed from outside sources.”influence in high-end Western fashion titles in the Danny Taewoo Kim, Canvas8 Thought Leaderlast few months – the two largely opposed culturesappear to be borrowing values at a deeper social Asian models in AAIM US Vogueand economic level. The World Bank predicts amassive migration from Asia Pacific to the West in The AAIM describes itself Photographer Steven Meiselthe next few years as a result of extreme weather, National/regional as “the medical society for shot eight Asian supermodelsso this influence will be sown in at a more localised contraflow pride the 21st century”, refusing to for the cover of US Vogue in subscribe to either allopathic a punk reinterpretation of alevel. As China’s economic influence spreads, so too or alternative schools. classic Cecil Beaton portrait.will its cultural influence.The cross-pollination can also be seen in the medicalindustries; there’s been stronger signs of the East inWestern medicine, and vice versa, for a more holisticapproach to wellbeing on both sides of the globe. There are now 500 schools in the UK offering Mandarin Chinese as a foreign language, Givenchy Givenchy’s Tisci showcased Gundam and Kinect While there have always been up from 100 in 2006 his Spring 2011 collection differences in Eastern and with a cast of Asian-only Western attitudes to AI, these models dressed in Japanese- are slowly being eroded by 2006 2010 robot inspired designs. inventions such as the Kinect. (Source)« CONTENTS « PREVIOUS: Collaborative Living NEXT: Hyperawareness of Health »
Hyperawareness of Health 20 PEAK Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT? Who & WhereThe popularity of organic food, holistic living and Boomers, Gen X, Smartphone users in North America,attention to personal mental health has sharpened Europe, Asia and increasingly in the developing worldindividual focus on daily wellbeing, fuelled by Apo.take Care innovationsmobile monitoring apps and access to like-minded This German chemist Intel and GE have teamedcommunities online. At the most basic level, people “The target of this information should not democratises health up to form a joint companywant to know what they’re consuming and what be the doctor, it should not be the insurance information, displaying rows for new models that support of leaflets where boxes of healthy, independent living forimpact it will have on their health, as an extension of company, it should be the patient – the person medicine should be. seriors.Informed Consumerism and Natural Mindset. who, in the end, is going to have to start adopting new behaviours.”HOW HAS IT BEEN DEVELOPING? Thomas Goetz, author, The Decision TreeIncreasing consumer confidence, driven by theavailability of health data and bolstered by support Fake pharma alert Bangkok mediplexfrom health communities, is causing “the gradualerosion of the GP as the first point of contact” in Conscience Nigeria is piloting several Bangkok Mediplex is thethe UK. Health monitoring devices are becoming contraflow Confusion anti-counterfeit measures for world’s first health-focused pharmaceuticals. Consumers mega mall, three quarters ofincreasingly wearable and brands award badges for can text or scan a barcode to which consists of holistic andfitness, allowing consumers to wear their wellbeing authenticate a product. medical treatments.on their sleeves as a form of status. Wired’sinfographic redesign of US blood test results places 175 millionfurther importance on the aesthetics of health In 2010information. We’ve also seen more of a holisticapproach to medicine in Western circles, and vice TripMedi Biomedical tattoosversa, in line with East/West. Americans searched for health information online up from 117 million in 2005 A medical tourism app which provides information about It may soon be possible to implant tiny LEDs under the experience, quality of facility, skin for a range of biomedical prices and ease of travel in a applications, including simple format. monitoring and drug delivery. (Source)« CONTENTS « PREVIOUS: East/West NEXT: Informed Consumerism »
Informed Consumerism 21 PEAK Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT? Who & WherePeople are looking to make increasingly informed Globally,(but crucially, not always rational) decisions both with more progress in developing nationsprior to and at point of sale. For brands, providing Yi Mu Tian Brewer’s nosecomparative analysis and transparent information Yi Mu Tian is an organic A barcode scanning app bycreates trust and generates goodwill. “Anything that puts people into an analytical ‘e-farm’. Members select brewer Cascade provides [rather than emotional] framework makes which vegetables they wish neutral taste information for to cultivate and monitor their almost any beer in Australia.HOW HAS IT BEEN DEVELOPING? them more likely to doubt [a decision]” progress via real time video.There is evidence that it’s not always about making Prof. Baba Shiv, Neuroeconomics Professor andethical or rational choices anymore; many of the Canvas8 Thought LeaderInformed Consumerism apps emerging focussolely on improving the experience of physical retail,and focusing on the emotional rather than factual Whole Foods Animal Welfare AisleFinderelements of the product - expert taste informationrather than calories, for example. Augmented reality Apathy/ Whole Foods have introduced A website that helpsapps allow you to look at individual hotel rooms, contraflow Conscience a 5-Step Animal Welfare shoppers find goods in Confusion Rating which tells customers supermarkets by giving themrather than just hotel availability, or see what the how the meats they are the aisle numbers of items on‘best seats in the house’ are. This shift taps into the buying have been raised. their shopping list.notion that emotional purchases, unlike ‘rational’purchases, tend to elicit far less post-consumption Barcode scanning appguilt or regret. ShopSavvyInterest in product lifecycles and supply chain has been downloaded by 10 million IS BN 97 8- 0- 95 64 75 8- 0- 0 Baa Codes Room77transparency is also strong, creating an opportunity Androidto brand raw materials (linking closely with users 97 80 95 Icebreaker labels their woollen Room77 lets travellers have 6 47 58 20 garments with a special tag their pick of hotel rooms byNatural Mindset). - dubbed the Baa-code - that browsing detailed plans of lets you look up the location size and layout and viewing of the flock. pictures before booking. (Source)« CONTENTS « PREVIOUS: Hyperawareness of Health NEXT: Neo-tribalism »
Neo-tribalism 22 PEAK Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT? Who & WhereThe cultural equivalent of spread-betting. People Tweens, teens and twentysomethingsno longer identify with a single tribe or subculture, in developed markets The Society for Creativebut rather pride themselves on moving fluidly Fast Society Anachronismbetween various disparate groups, cementing A group texting service that An international organisationtheir membership to each by demonstrating “Today’s consumers are not one-dimensional. recognises the fluid shifting dedicated to researching andunderstanding and appreciation of a common They live across the cultural spectrum and nature of tribes. It creates recreating the arts and skills instant, short-term groups for of pre-17th-century Europe.subject. that’s where adidas has its edge. The adidas SMS and conference calling. brand extends beyond sports and ‘all adidas’ celebrates this breadth of passion fromHOW HAS IT BEEN DEVELOPING? athletes, musicians, artists and beyond.”As like-minded communities online spread across Patrik Nilsson, President, adidasgeographical and social borders, Neo-tribalism hasdiversified to reach the most in-depth extremes of Uniqlo/American Apparel Convo.io:identity, from experimenting with gender to collatinga ‘pick n mix’ spirituality influenced by diverse The uniform of a generation Formerly Gravity, this site Merging withcultural forces and peer groups. Cultural differences a group - appeals because of its ‘blank allows users to jump betweenand hierarchies are eroding as connected youth contraflow acceptance over slate’ versatility – teens can subject areas, debating their individualism transform their identities with interests with a plethora ofshare identity inspiration in the same vast online accessories alone. audiences and demographics.pool, and niche stays normal. Services are springingup which allow temporary group coordination basedon the members’ context and location. At least 280 million Americans use niche Pork Camp Quora 700 280 social networks (a number likely to be closer to A workshop in Germany This Q&A site makes clear 700 million, given the number of which involves killing and that Neo-tribalism threatens people using more than one site) cooking a pig. The act of the loss of ‘insider’ status. slaughter is the ultimate proof Quora’s expert platform helps of dedication and knowledge. restore this status. (Source)« CONTENTS « PREVIOUS: Informed Consumerism NEXT: Privacy and Control »
Privacy and Control 23 PEAK Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT? Who & WhereA heightened awareness of the importance of Web users in developed markets; although awareness is highercontrolling private data, and companies’ access among power users and younger generationsto that data: a refusal to accept ‘public by default’ i-allow Tru.lysettings. Stricter management of Brand Me and i-allow cuts out the middle Tru.ly verifies online ID dataa rise in invite-only social networks. At the same “It’s a matter of building up trust. If you man and lets web users sell against US governmenttime, experimenting with inviting brands into private come to me and I don’t know you from Adam their data direct to a selected records, dissolving the group of companies. boundaries between digitalspaces under tightly monitored parameters as part of and you want me to tell you everything, and physical identity.Public and Private. I won’t. But if you tell me that with this information you could do something useful for me, I’d think about it.”HOW HAS IT BEEN DEVELOPING? Amitava Chattopadhyay,The issue at the centre of the privacy debate is the Professor of Marketing, INSEADproliferation of customer data, which is gradually The Locker Project Personalbeing recognised for its value to advertisersand monitored far more carefully by all parties. An open-source project Like i-allow, Personal - ‘WhereConsumers are becoming highly selective about how in which users collect and you set the rules for your control all their data from a data, not companies’ - allowsand what they give up, and for what benefits. For digital ‘locker’, and share it individuals to profit from theirexample, giving up privacy and control for medical contraflow Identity Games securely with peers. personal information.monitoring via new technology, in the form ofintelligent homes and social networking. In January2011, the World Economic Forum called data the“new asset class” and it’s also been referred to as“the new oil.” of social media users are confident that their own privacy settings operate Hasan Elahi Bynamite in the way they intend only Artist Elahi found that after A browser plugin that scans 1/5 71% are very confident sharing his entire life online in the form of vast amounts of data, he actually led quite a ad networks for interests and restores control by allowing you to delete interests or private life. make them more relevant. (Source)« CONTENTS « PREVIOUS: Neo-tribalism NEXT: Sustainable Capitalism »
PLATEAU Sustainable Capitalism 24 Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT? Who & WhereThe creation of a business model that understands Affluent nations; all consumer groups. According to Maslow’s hierarchy of needs, self-actualisation happens later on in life - butand respects the triple bottom line of people, planet Gen X and Y are just as motivated by Brand Meand profit. It is about responsibility and longevity. Shebeen Levi’s WaterLessSustainable Capitalism’s watershed moment Shebeen is a not for profit bar The average pair of jeanscame in 2006 with Al Gore’s Oscar-winning An “If designers and policy makers can find a in Melbourne which donates uses 42 litres of water inInconvenient Truth and has accelerated through the way to link more sustainable behaviours with a percentage of beers sold to the finishing process. Levi’s their native countries. award-winning jeans slashrecent economic recession and people’s increasing a higher quality of life, then we have the this by 28%.desire to do something inherently good and ‘right’. problem cracked. If we can provide a context in which we can link personal satisfaction and self-actualisation with a more sustainableHOW HAS IT BEEN DEVELOPING? lifestyle, then we can create a society inPeople’s tastes are getting more sophisticated, and which wealth means not having more, butthey will no longer compromise quality for green living better.” New Sun Chips packaging Hermes Petit Hwhen it comes to product selection. On the plus Mark Vanderbeeken,side, people no longer expect brands to be flawless Founding partner, Experientia The first packaging redesign The first sustainability labelleaders - particularly given the increase in peer- was famously loud. Too from a luxury brand - an loud, it seems; it’s now been eclectic series of items madeinfluenced apps which mean that people increasingly redesigned with all the eco from factory cast-offs - makeslook to each other for behavioural cues. As long benefits but none of the noise. eco unique and sought-after.as brands are transparent about their efforts (and Consciencefeelings, as part of True Stories) consumers will contraflow Confusiontolerate the less-than-perfect. Supervalu bags Casa Dell’Acqua Supervalu used to pack three A fountain in Paris dispensing said it is OK if a company is not to five items per bag. By still or sparkling mineral water environmentally perfect as long as it is increasing this by 5% they’ve for discerning French tastes. HONEST about its efforts saved an estimated $4-6 It saves an estimated 2,300 million annually. plastic bottles a day. (Source)« CONTENTS « PREVIOUS: Privacy and Control NEXT: True Stories »
True Stories 25 PEAK Trend Lifecycle WHAT ARE THE SIGNS?WHAT IS IT? Who & WhereThe consumer search for brands that demonstrate Gen Y + Brand-aware Gen X + Eco-conscious boomers,authentic, transparent behaviour with personality, globally (stories are universal)and communicate this honestly - warts and all - Shominchelin Being Thereacross all platforms and brand touchpoints. An Japanese food guide An ongoing researchengaging story which communicates a human brand “The opening up, rather than the hiding of Shominchelin positions itself project which seeks tois not enough - it needs to carry deeper meaning difficult history is what has made Berlin as resolutely “anti-Michelin”, offer the viewer a “mental, rejecting homogeneous psychological or spatial pairand purpose. a booming tourist destination. Indeed the ranking by an expert elite. of shoes to step into.” resurrection of history could be said to be its major industry.”HOW HAS IT BEEN DEVELOPING?There’s been a shift in which stories are being told, Roger Boyes, Germany and East Europe Editor, The Timesand the way they’re communicated. In a VisualDemocracy, there’s a desire to remove barriers Berlin’s Boese Orte Dave’s Killer Breadbetween teller and listener, make the storiesimmersive as possible through the use of first-person A gallery in an old Nazi air After battling years of meth statistics notvideo and geo-fenced snippets of audio that are stories (Being+), raid shelter, a members club addiction, in and out of prison,tangibly linked to another’s memories. While tales contraflow misleading in an old Communist Party Dave Dahl is a baker - and a messaging HQ, a boutique Hotel in an very successful one too. Hisof nostalgia continue to appeal, the focus on ‘true’ old KGB building. story has won over thousands.stories has taken an altogether darker turn. ‘Decayporn’ is an offshoot of this: there’s a fascinationwith reclaiming negative history. Certain brands are The London School of Business found that people retainletting negatives take centre stage as they look forexcuses to confound expectations and assumptions Detroit Nokia admits failurearound brand honesty. VS Ruin porn’s biggest victim. Nokia admitted its long- 65 to 70% 5 to 10% Vice complain: “You can’t running Symbian platform of information of information [throw a stone] without hitting couldn’t compete with iOS shared via a story conveyed through statistics some schmuck with a camera or Android and signed a deal worth more than your house.” with Microsoft Windows 7. (Source)« CONTENTS « PREVIOUS: Sustainable Capitalism NEXT: Section 3 »
Section 3 STATIC 26 RISING SOCIAL CONSCIENCE NATURAL MINDSET SOCIAL PARTICIPATION SLOW SIMPLE INTERFACES BLENDED REALITY MASS CUSTOMISATION ATTENTION ECONOMY HYPERLOCALISATION« CONTENTS
Static trends 27 Rising Social Conscience Slow Mass Customisation A growing backlash against ‘greed Slow allows people to invest time Consumers’ needs vary from culture’ coupled with a genuine desire in the things that matter and has one moment to the next; Mass to do something wholesome and ‘give created a polarisation in behaviour Customisation gives them intuitive something back’. It has also been between functionality and richness of and exciting ways to customise referred to as the ‘moral reset’. experience. products, services and experiences. Natural Mindset Simple Interfaces Attention Economy A stringent avoidance of the artificial People are making decisions to help People are information rich but in all walks of life, seeking out them simplify and streamline their lives, attention poor. Irrelevant interruptions experiences and products with a spurred on by economic austerity. are unwelcome. Time is people’s most definitive, plausible origin (rooted in Simple is about intuitive interfaces and precious commodity, evidenced by the nature or science). complex filters. It is not about ‘basic’. savouring of downtime. Social Participation Blended Reality Hyperlocalisation Mass social participation is embraced Online and offline worlds are no longer A focus on local community, local as the antidote to information isolation separate entities. People have multiple produce and local news - accessed and overload. Directly linked to Rising experiences in reality and virtuality, online or off - and resulting in new Social Conscience, it’s a shift from a switching between the two seamlessly product development which caters to ‘me’ to a ‘we’ culture. to enhance their experience. a community or region.« CONTENTS « PREVIOUS: Section 2 NEXT: Explore / Section 1 »
Explore SECTION 1 28 On Canvas8 External On Canvas8 External Being+ blogs.telegraph.co.uk Life as an enterprise thersa.org Quickfacts: Being+ chicagotribune.com Enterprise everywhere thenextweb.com Functional foods lifenaut.com The bored at work network twistimage.com Goalpher bbhlabs.com The Adventurous 500 businessinsider.com Being+ Vagueness and motivation guardian.co.uk Life as an Learnable callroomservice.nl Mind games bbc.co.uk Enterprise Atypic store fastcompany.com Apathy, youth and politics cnngo.com Personal branding and ID play digitaldebateblogs.typepad Women, WOM and trust guardian.co.uk Digitising the underground techcrunch.com Making France optimistic comatonse.com Privacy and panopticons nytimes.com newsweek.com Hacking ID and authenticity emergentbydesign.comConscience theconversation.edu.au Identity Gender play wired.com Confusion policyinnovations.org Games Weavrs telegraph.co.uk Byegender prnewswire.com Public and Private bldgblog.blogspot.com Gender play prosumerreport.com Brands in personal spaces transmediacamp101.wp.com Les Petroleuses mariansalzman.com Airbnb businessinsider.com Herbivore men guardian.co.uk Living Room Bangalore artiststakingthelead.com Byegender Stay-at-home dads whatsonxiamen.com Public and Tiny House movement mastersofmedia.hum.uva.nl New female aesthetic blog.nielsen.com Private SoFar Sounds fortune.cnn.com« CONTENTS « PREVIOUS: Section 3 / Static trends NEXT: Explore / Section 1 »
Explore SECTION 1 29 On Canvas8 External On Canvas8 External Courting chance techcrunch.com Heroic imagination project hyperorg.com 7scenes speedbird.com IAMPLAYR jakehalpern.com Data, discovery and prediction publishingperspectives.com The bored at work network youtube-global.blogspot.com Surprise and brand affinity mascontext.com techcrunch.com Serendipity Color chiefamusementdesigner.com Living the michelreilhac.blogs.arte.tv kurzweilai.net Dream pikaba.com Impermanence nytimes.com The viewer owns the screen gigaom.com Pop-up apps brazilianideas.com Video Genie kk.org Agile business, agile marketing possibilian.com Dialogue cafe techcrunch.com Club Kanazawa npr.org People of the screen drewconway.comImpermanence Nostalgia in the digital age digitallabblog.com Visual Visual culture in the UAE internetretailer.com ReDigi emeraldinsight.com Democracy The Italian Experience idostream.com « CONTENTS « PREVIOUS: Explore / Section 1 » NEXT: Explore / Section 2 »
Explore SECTION 2 30 On Canvas8 External On Canvas8 External Social betting healthland.time.com East and West brainpickings.org The Joneses go digital briansolis.com Man in the machine mckinseyquarterly.com Uniqueness and WOM nytimes.com Changing attitudes to death blog.iconoculture.com Cloud girlfriend fastcompany.com Church of the latter day dude guardian.co.uk Brand Me Persona businessoppsandideas.com East/West Bangkok mediplex rubypseudochatchat.com Honestly trendwatching.com miller-mccune.com The ignorance industry observer.com Self-medication in India pewinternet.org Diesel Island berglondon.com Bangkok mediplex drgrumble.blogspot.com Project VRM nytimes.com GE Care Innovations geekmom.com Singapore Kindness Movement rohitbhargava.com apotake newscientist.com Codes of E-kids doctorat.sas.unibuc.ro Hyperawareness of Conduct Captains of Industry via.pulsene.ws Health Active journalism whiteafrican.com Emotionals and Vulcans mashable.com La Maison des Babayagas deskmag.com Porkcamp cnngo.com Reimagining Cleveland psfk.com Q Store retailcustomerexperience.com Quickfacts: DIY demographics smlxtralarge.com Yi Mu Tian guardian.co.ukCollaborative Village Telco landshare.net Informed True Life Costs Living Inchvesting in Detroit Consumerism Wine By One« CONTENTS « PREVIOUS: Explore / Section 1 NEXT: Explore / Section 2 »
Explore SECTION 2 31 On Canvas8 External On Canvas8 External Spain’s punk publishers businessweek.com Sustainable change part 1 foodproductdesign.com Nostalgia in the digital age businessweek.com Sustainable change part 2 sustainablelifemedia.com Quickfacts: DIY demographics adpulp.com B-line placeshakers.com Porkcamp adweek.com Mariposeando fastcodesign.comNeo-tribalism Galeria do rock newgeography.com Sustainable Hermes Petit H nytimes.com Capitalism Belkin Conserve businessweek.com Data is king techcrunch.com The scent of Revolution blog.theduffyagency.com Privacy and panopticons theatlantic.com Boese Orte creativereview.co.uk PlanIT Valley Portugal usatoday.com War in the first person hightalk.net Geoloqi batellemedia.com Being There prezi.com Privacy and Project VRM sixrevisions.com True Stories Shominchelin forbes.com Control Paradocs hotelinteractive.com« CONTENTS « PREVIOUS: Explore / Section 2 NEXT: About Canvas8 »
About Canvas8 32 Canvas8 is an independent behavioural insights agency. We work with a network of global thought leaders and industry experts to generate in-depth, authoritative analysis of what people are doing and why. We mine a rich seam of intelligence from our We tailor our service to your requirements. This network of industry insiders and globally recognised includes database access, qual and quant research, Thought Leaders, supplemented by our team of visions days, strategic consultancy, workshops, rockstar academics. videography and industry panels. Our research is used to underpin corporate strategy, If you would like to find out more about Canvas8, innovations strategy and communications strategy. TABS or any of our other services, please contact our Head of Sales and Marketing Oliver Chubb We’ve been fortunate enough to work with the (olly@canvas8.com). likes of Danone, Coca-Cola, The Post Office, Ford, FremantleMedia and Channel 4 as well as leading We hope you’ve enjoyed reading TABS. Thank you agencies including AMV, Edelman, Mother, Naked for exploring. Communications and Universal McCann.« CONTENTS
Joey Joachim
http://www.canvas8.com/pages/public/keeping_tabs.html
Olly. 2 years ago