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Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010

- The "Brand Me" trend sees individuals carefully curating and optimizing their personal image across multiple social media channels. People are more aware of their image and how they present themselves online. - By managing their profile and connections on networks like Facebook and Twitter, individuals can project the brand they want others to see. They carefully craft their online identity and reputation. - This trend is most impacting teens, twentysomethings, and younger generations who have grown up with social media. They understand the importance of their online brand and how to leverage different platforms.

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keeping TABS { Trends + Anthropology + Brands + Strategy { September 2010
Welcome Thanks to: CREDITS Chris Arnold, Joel Backaler, Barrie Barton, Marco Bevolo, Lori Bitter, Fiona Buckland, Amitava Chattopadhyay, Elizabeth Churchill, Lars Cosh-Ishii, Nic Crowe, Glynn Davis, Krystal D’Costa, Marc De’ath, Jason Della Welcome to Canvas8’s keeping TABS, a biannual summary of the most important trends and Rocca, Christy Dena, Sara Diamond, Tom drivers currently influencing global consumer culture written for an audience of brands and ad Doctoroff, Kristina Dryza, Alex Gordon, Dale agencies. Herigstad, David Jennings, Toby Kay, Daniela Krautsack, Meena Kadri, Ramsey Khoury, We’re aware that most of you will be familiar with some of this content. The purpose of keeping Gerd Leonhard, Trevor Lloyd-Jones, Andrew TABS is not to sketch out crystal ball predictions, but to put the last six months of global culture Losowsky, Brian Merchant, Kate Mew, Monocle, into a usable context. Whilst we first identified some of these trends over six months ago, they Alan Moore, Don Norman, David North, Daniel nevertheless continue to have a profound impact on global behaviour. Nye Griffiths, Clay Parker Jones, Neil Perkin, Joseph B. Pine, Ruby Pseudo, PSFK, Mary Lou We’ve trawled academic journals, panned the gold from hundreds of pop culture and industry Quinlan, John Ryan, Jean-Robert Saintil, Marian blogs, and probed the minds of globally recognised Thought Leaders before stepping back and Salzman, Mandy Saven, Baba Shiv, Arvind piecing it all together. The map on the following page is the result of this analysis. Singhal, Michael Solomon, Ysanne Spevack, Springwise, Luciana Stein, Ed Stocker, Danny Each of the TABS is supported by case studies, statistics and the consumer groups most Taewoo Kim, TED, Ana Terzi, Trendwatching, affected; we’ve described mindsets where possible, but good old-fashioned demographics are Fabrizio Valente, Mark Vanderbeeken, Ilya often used for clarity’s sake. All external sources along with some excellent further reading can Vedrashko, Sheila Wan, Richard Watson, be found at the back. And finally, the Scrapbook: for all the other interesting bits which aren’t WGSN, WIRED, Faris Yakob, Mio Yamada. quite TABS yet. DESIGN I hope you draw as much inspiration from reading this document as we have in putting it by Margherita Gaffarelli together. Prod it, pass it around and scribble on it – and please do let us know what you think: www.apricot-juice.com/meg keepingtabs@canvas8.com Warmest wishes, Debbi Evans, Canvas8 Editor 2
Contents 2 Welcome 4 TABS Map 5 Mass Customisation 7 Simple Interfaces 9 Brand Me 11 Codes of Conduct 13 Informed Consumerism 15 Natural Mindset 17 Sustainable Capitalism 19 Hyperawareness of Health 21 Social Participation 23 Attention Economy 25 Rising Social Conscience 27 Mobile Living 29 Hyperlocalisation 31 True Stories 33 Privacy and Control 35 Neo-tribalism 37 Collaborative Living and Working 39 Slow 41 East/West 43 Blended Reality 45 Scrapbook 46 Explore 51 About Canvas8
TABS Map TABS Mass Rising Social Customisation Conscience Simple Mobile Interfaces Living Brand Me Hyperlocalisation Codes True Stories of Conduct Informed Privacy and Consumerism Control Natural Neo-tribalism Mindset Sustainable Collaborative Capitalism Living and Working Hyperawareness Slow of Health Social East/West Participation Attention Blended Economy Reality Related to CONTENTS 4
Mass Customisation WHAT ARE THE SIGNS? CHOCOMIZE ADIDAS SYO TESCO MOBILE SHOPPING APP ME & GOJI NETFLIX BUILD-A-BEAR RED MOON PET FOOD SHOEDAZZLE WHAT IS IT? BUILDABRAND DESIGN A TEA The mass market approach of considering If you travel on business, you want one PANDORA.COM GRANNIES INC. consumers as a homogenous group is truly thing from the airline, the hotel, the BENE FURNITURE GHOSTLY DISCOVERY over. People approach brands differently each rental car company, the restaurants you NIKE iD JIBBITZ ‘MY DENIM, MY MUSIC’ time they interact with them – their personal frequent, and so forth. Bring your MSI FX600 LAPTOP moods, mindsets, experiences are constantly spouse with you, and suddenly in a state of flux, as are their needs and all of those requirements expectations. change. Bring the kids along, and they change again. WHO IS IT IMPACTING? WHERE IS THE TREND Technologically advanced and Joseph B. Pine, IN ITS LIFECYCLE? interested Gen X and Gen Y Author of Mass Customization: the new frontier in business competition PEAK Phase HOW HAS IT BEEN DEVELOPING? Brands are finally moving away from demographics; consumers are being targeted in their transient, flighty need states (but importantly, are not being defined by them) with intuitive and exciting ways to customise products, services and experiences. Brands are honing in on what consumers really want with a subtler understanding of their preferences – or allowing individuals to shape each product for themselves. Blank canvases can be intimidating: giving people accessible tools to personalise their products has Time tipped this growing trend into the mainstream. not a new concept but in revival with mobile RELATED TRENDS Consumers would pay The value of Moonpig* 67% WHERE IS IT up to HAPPENING? Globally 100% MORE Privacy and Control Simple Interfaces for a customised product 2009 2010 *the online personalised greetings card service Brand Me Slow CONTENTS 5
On Canvas8 Mass Customisation REPORT 17/07/2009 FOCUS 01/03/2010 Variable service makes constant customers Ponoko Universal, fixed design and prescribed service models may appear to reinforce brand identity - By enabling creators to connect directly with the closest local fabricators, Ponoko promotes the but such predictability can be uninspiring. The key to an exceptional customer experience, says localisation and democratisation of the manufacturing process and taps into a revived interest Kristina Dryza, lies in variability. for DIY design. LEADERS 20/10/2009 FOCUS 12/02/2010 Mass customisation: you never step into the same river twice [me] & goji With choice fatigue, an expectation of personalised service and the changing needs of every [me] & goji are a small artisan company creating custom blends of breakfast cereal. The broad individual from moment to moment, how can brands cater to consumers, stand apart in a appeal of this seemingly niche product is testament to the consumer desire for personalised crowded market and watch their costs? Thought Leader Joe Pine has the answer. goods with expert personality. FOCUS 07/09/2009 FOCUS 14/09/2010 Customised retail 4Food What can retailers do to attract their target demographic? Glynn Davis explores how brands are 4Food is a chain of healthy, natural and customisable fast-food restaurants. New Yorkers can adapting stores in Germany and the UK, but cautions against alienating potential customers with fully customise their (locally-sourced) burger online, or using the iPad menus, and promote it via too niche an offering. social networks in exchange for discounts. READ MORE CONTENTS 6
Simple Interfaces WHAT ARE THE SIGNS? ING DIRECT RED MARKET GOOGLE DASHBOARD VAGE KINDLE PEEK TWIFFICIENCY WHAT IS IT? FONYOU BANK SIMPLE Presented with a myriad of options, APPLE iPHONE AND iPAD consumers are suffering from choice fatigue. TEXT 2.0 SIXTH SENSE People are making decisions to help them People do not want simplicity – what they really simplify and streamline their lives, spurred THE EYE BY DoCoMo BMW iDRIVE want is understanding. People don’t want to give on by economic austerity. The Simple trend up the power. What they are against is is about intuitive interfaces and complex being confused. filters. It is not about ‘basic’. WHO IS IT IMPACTING? Don Norman, Co-founder of Nielsen Norman Group WHERE IS THE TREND Everyone in developed nations and former VP, Apple IN ITS LIFECYCLE? where pressure to ‘know more’ is high (Gen X, GenY) Phase PLATEAU HOW HAS IT BEEN DEVELOPING? Simple means giving people the tools to help them reassess their priorities and understanding that these priorities will differ between customers. The Simple trend is most evident in the development of technology products, but can also be used SIX EIGHT-STUD SIX EIGHT-STUD Time to shape creative thinking. Brands (particularly in the technology LEGO BRICKS LEGO BRICKS sector) are starting to provide clearly presented, easily digestible information to help consumers make informed decisions. Simple is can be rearranged into can be rearranged into about manageability, limited options, streamlining and ease of use: RELATED TRENDS making form and function work together. WHERE IS IT HAPPENING? Slow Privacy and Control Blended Reality The developed world, where choice is abundant and consumers are overloaded different combinations with complex information Mass Informed Mobile Living Customisation Consumerism CONTENTS 7
On Canvas8 Simple Interfaces REPORT 05/03/2010 FOCUS 04/08/2010 Is that a tastemaker in your pocket? Mobile and filtering fonYou As the gatekeeper to the mass of data and applications, smartphones are the multitasking, fonYou is an award-winning Spanish mobile telephony brand which offers users a useful and multipurpose widget of the present and the future. Ilya Vedrashko explores the ways mobile innovative way of managing all their mobile phone activity, rather than just bills, from one place technology can manage and filter the vast amounts of content available. on the web. REPORT 08/09/2010 FOCUS 29/07/2010 Don Norman: Living with Complexity PILO: location, filters and relevance Don Norman, one of Business Week’s ‘27 Most Influential Designers’, talks about the role of PILO is a Swedish prototype location service with more relevant filtering than its predecessors, design in communicating complexity, not complication, and the importance of playfulness. tracking mobile user movements over time to build up patterns. However, early tests raise some issues around commercial opportunity. REPORT 28/09/2009 FOCUS 26/08/2010 The rise of simple tech A Bit More While companies such as Apple and Microsoft are vying to create the ultimate one-stop device, Breville’s toasters have a unique feature that is becoming a usability design classic. The ‘A Bit Canvas8 tracks the rise of simple tech at the other end of the market; a curiously thriving More’ button solves a problem so simple and obvious it needs no explanation. In fact, many cite segment where excess features are not an option. it as the primary reason for purchase. READ MORE CONTENTS 8
Brand Me WHAT ARE THE SIGNS? FLATTR WHUFFIE BANK FARMVILLE TRACTOR SALES MYSPACE LAYOUTS FACEBOOK ‘LIKE’ HANGING OUT AT THE MAC STORE WHAT IS IT? The relationship one has with friends is BRAND TATTOOS MYBRANDZ.COM Individuals are more aware of their image about history and personal heritage, and CLAUDIA ROGGE’S ‘HUMAN PATTERNS’ and social media has put control firmly in about experiences, and in this online space their hands. Whether for commercial or COLLEGE STUDENTS ‘brand me’ or ‘brand us’ will become a ‘ICING’ EACH OTHER social purposes they carefully curate and relationship of friendship as well as optimise their personal image across a commercial transaction. BUILDABRAND multitude of channels. In an increasingly participatory society, social currency plays a key role – it’s not just about peer reviews of products, it’s about peer reviews of peers. People ‘like’ brands – but they are no longer ‘fans’. Brand Me links Dr. Alex Gordon, closely to We Are All Media (see Scrapbook). Semiotician, Founder of Sign Salad and Canvas8 Thought Leader WHERE IS THE TREND WHO IS IT IMPACTING? IN ITS LIFECYCLE? WHERE IS IT Tweens Teens Twentysomethings HAPPENING? PEAK Phase Asia, Europe, South America, USA HOW HAS IT BEEN DEVELOPING? Always-on connectivity and instant status updates via handsets make the management of Brand Me a full time consideration. The Time introduction of geolocation services for smartphones has added another layer to this macrotrend, as people continue to define themselves with where, not just who, they are - posting visual updates of nights out, or tagging locations is a way of demonstrating expertise or cool. Brands who enable this communication, or share the values people seek to project, will be chosen to represent them. d RELATED TRENDS The average facebook user The Chinese 2 billion since 2008 is connected to spent tweets More than a The UK spent $5bn over 1billion 320,000 80 .me names tweets $800 Social Participation Codes of Conduct Privacy and Control on virtual goods in 2009 million have been registered, making it the fastest selling community pages, December 2009 May 2010 top level domain ever groups and events Neo-tribalism Mass Customisation True Stories CONTENTS 9
On Canvas8 Brand Me REPORT 20/09/2010 FOCUS 26/01/2010 Moderating Brand Me: why Facebook fails us The Whuffie Bank New social networks Diaspora and Hibe counteract the blanket approach to Brand Me found on The Whuffie Bank has launched a new currency based on reputation with the aim of rewarding Facebook. Jenny Winfield dissects the components of online identity and explains why a faceted creative and favourable online behaviour. The non-profit company was recognized as one of the approach to social networks is long overdue. 50 most innovative startups in 2009 by TechCrunch. REPORT 22/03/2010 FOCUS 15/07/2010 Beyond Facebook: social networking trends in Brazil, India and China Flattr A recent map of social networks reveals the spread of the US giant. But in some territories, ‘You have to give to get’. So preaches Flattr, the Swedish peer micropayment system from other networks cling resolutely to their user stronghold. Is this mere chance, or does it tell us former Pirate Bay chief Peter Sunde. It’s still in beta, but gaining traction - most recently with two something about cultural preferences? major German newspapers. LEADERS 20/01/2010 FOCUS 02/09/2010 Digital identity management – what is reality and why should we care? Buildabrand Image matters. And as the once-exclusive tools of impression management filter out to the digital Buildabrand is a service offering businesses of all sizes, and individuals, the ability to create masses, Michael Solomon documents some emerging behavioural strands and their potential a brand from scratch. It taps into mainstream awareness of personal branding as a result of impact on brand messaging, both on and offline. exposure to marketing messages. READ MORE CONTENTS 10
Codes of Conduct WHAT ARE THE SIGNS? TROLLING SEXTING POST SECRET TOKYO METRO ‘DO IT AT HOME’ SURGING POPULARITY OF HERITAGE BRANDS GERTRUDE AND ALICE’S HOMELY WHAT IS IT? SYDNEY BOOKSHOP Physical codes of conduct, initially mimicked There’s no doubt in my mind that kindness PENGUIN CLASSICS SALES online, are being modified in the digital space is the new currency. As life becomes DDB’S GROWN-UP PLAYLAND tougher, which I’m afraid it’s going to do, FOR McDONALD’S and impacting real-world behaviour, which being generous to your fellow man will PRINGLES TMI OVERSHARERS CAMPAIGN has become noticeably more playful and open. keep the world afloat. CHAT ROULETTE MEIN MAGAZINE As online activity is increasingly recognised as VIRGIN’S PHONE ETIQUETTE part of Brand Me, people are improving their DR. PEPPER STATUS digital etiquette. TAKEOVER Eugenie Harvey, WHO IS IT IMPACTING? Founder of WeAreWhatWeDo and 10:10 particularly WHERE IS THE TREND All internet WHERE IS IT users Gen Y and Boomers IN ITS LIFECYCLE? HAPPENING? Globally, particularly in more Westernised societies where social sharing is rife HOW HAS IT BEEN DEVELOPING? Phase Gen Y are comfortable revealing personal thoughts, feelings and opinions online, but are increasingly judicious in how they are STRONG accessed - particularly now that so many parents are online. People post visual proof of activity rather than statements of intent, GROWTH negating the need for ‘shouty’ updates. Brand spaces are increasingly soft and familial and there’s a renewed respect for ‘proper’ manners. Being outspoken and opinionated is the new norm, but there’s a palpable awareness that rudeness can leave indelible traces Time on reputation. in 2009 32% RELATED TRENDS 75% of people regret something they’ve posted online. 23% of American Sales of This rises to of people adults Penguin classics 59% 54% Privacy and Control Social Participation have used the anonymity of the web to lash out at companies or brands think the population is getting less civilised experienced DOUBLE DIGIT GROWTH Brand Me Rising Social Blended Reality iPhone users under 25s Conscience CONTENTS 11
On Canvas8 Codes of Conduct REPORT 16/04/2010 FOCUS 31/03/2010 Manners maketh a market The Apology Line Last year, in the midst of a global recession which brought unemployment and foreclosure in its The Apology Line is an experimental art project: a freephone number that people can call to wake, Penguin Classics’ sales were their best ever in every territory. Fiona Buckland wonders leave an anonymous confession. After massive interest from the UK public, the artists now want why. to expand the concept to the US. REPORT 08/02/2010 FOCUS 17/02/2010 Public by default ChatRoulette Attitudes to privacy have evolved along with the explosion in social media, and the resulting The website ChatRoulette, which connects strangers randomly across the globe, has become a interplay reflects the maturation of a new, informed kind of trust that rests on mutual exchange of sensation. Its lack of regulation exposes online social behaviour in its rawest form. information between consumers and brands. REPORT 19/04/2010 FOCUS 20/09/2010 The ignorance industry: hysterical or horrifying? Center of Phone Etiquette In an era of information overload, ‘outrageous and provocative’ virals can help brands cut Please Shut Up is a website on a mission to save us from the horrors of bad mobile phone through the clutter. At the same time audiences may find these high-risk, high reward brand etiquette, offering people a place to vent anger, name and shame offenders and establish a strategies either ‘hysterical or horrifying.’ recognised code of conduct. READ MORE CONTENTS 12
Informed Consumerism WHAT ARE THE SIGNS? SMART ENERGY METERS PEER-TO-PEER INFORMATION SHARING DAYTUM WHEREISMYMILKFROM SAFEWAY FOOD FLEX WHAT IS IT? GOOGLE GOGGLES SHOPSAVVY People are looking to make increasingly There will be more ‘e-breed’ customers, YELP STICKYBITS ECO INDEX informed (but crucially, not always rational) which means that the same customer might TOKYO’S N BUILDING do very deep informed research for some decisions both prior to and at point of sale. TESCO FINDER APP TALES OF THINGS products, but make very impulsive For brands, providing comparative analysis NUTRICATE RECEIPTS decisions for others according to their and transparent information creates trust and personal preferences and situation. FRITO LAY CHIP TRACKER generates goodwill. Fabrizio Valente, WHO IS IT IMPACTING? Retail consultant and CEO, KikiLab Those who Those who WHERE IS THE TREND believe in an participate in it open information WHERE IS IT IN ITS LIFECYCLE? despite reservations economy (Gen X and Gen Y) HAPPENING? Globally – more economically and technologically developed nations PEAK HOW HAS IT BEEN DEVELOPING? Phase What began as a way for businesses to boast of eco credentials has set a global retail agenda, and consumers want to know more both about the products they’re buying and the brands they’re buying from. Smartphones are playing a key role in the shift, allowing shoppers to check packaging, product and pricing information simultaneously in-store and online. Geolocation software Time enables smarter filtering for relevance and proximity. People rely on peer product reviews – and trust in non-branded aggregators of information is building. spreading with smartphones Approximately RELATED TRENDS up from 92% of consumers During Xmas 2009 20% 45% 43% 40%rs value their own research over pe of shop abandoned of smartphone owners Hyperlocalisation Simple Interfaces Slow Natural Mindset a sales person’s advice purchases when unts coupons or disco look at third-party or consumer reviews couldn’t be easily of a product while in store obtained. look for retailer Hyperawareness Rising Social Mobile Living True Stories 2008 or product coupons of Health Conscience CONTENTS 13
On Canvas8 Informed Consumerism LEADERS 14/07/2010 FOCUS 30/07/2010 Bricks and Clicks: delving into inline retail strategy The Eco Index There’s a false dichotomy between e-tail and retail. Building on Mandy Saven’s recent report, A major consortium of brands and retailers are getting together to agree a universal eco labelling Michael Solomon takes a closer look at the mechanics of shopper interaction and technology’s standard for apparel, which takes the entire product lifecycle – including marketing – into potential in the purchase process. consideration. Why have no luxury labels signed up? LEADERS 19/05/2010 FOCUS 09/06/2010 Get inline: new retail technology and geolocation Interactive W Magazine In part two of her report, Mandy Saven unearths the most inspiring and innovative stores Luxury magazine W’s first Shopping Issue in April 2010 had fully interactive mobile ads running incorporating new technologies into their brand experience. Be wary, she concludes, that throughout, supported by an extensive outdoor campaign in affluent New York City. strategies provide depth and utility as well as wow factor. FOCUS 18/12/2009 FOCUS 03/09/2010 N Building Frito-Lay Chip Tracker In a new project, the facade of the commercial N Building in Tokyo has been covered in QR In the US, Lay’s crisps are grown and produced locally. To highlight this, PepsiCo created the codes, which can be unlocked with a simple iPhone app to receive up-to-date information on ‘Frito-Lay Chip Tracker’, which allows customers to trace the origins of their beloved snack. stores inside. READ MORE CONTENTS 14
Natural Mindset WHAT ARE THE SIGNS? BIOMIMICRY IN PRODUCT DESIGN GEOX ‘BREATHING’ BUILDING R&SIE ARCHITECTS TERRARIUM TREND WHAT IS IT? SNOG, MARRY, AVOID? Natural and additive-free have become ‘STRAIGHT EDGE’ YOUTH A stringent avoidance of the artificial in all part of the consumer’s health and NATURAL & HOLISTIC walks of life, seeking out experiences and wellness vocabulary, and we’re HEALTH REMEDIES products with a definitive, plausible origin seeing growth in every category. GLAMPING (rooted in nature or science), being engaged The natural trend is here to stay. RFID AUTHENTICATION OF WINE at a higher level and compelled to act within the boundaries of truthfulness and honesty. NATURAL PET FOOD KAREN MAGAZINE David Jago, Director of Innovation and Insight, Mintel WHO IS IT IMPACTING? Everyone who is frustrated by transient, WHERE IS THE TREND fake interactions and experiences WHERE IS IT IN ITS LIFECYCLE? HAPPENING? Asia, North America, UK as a backlash against ‘plastic’ culture Phase HOW HAS IT BEEN DEVELOPING? STRONG GROWTH Consumer choice and spend is being reassessed. Social kudos can be gained by living less consumptively and developing an interest in cradle-to-cradle design concepts. People are reconsidering their environment in terms of substance and sustainability, from food and holidays to healthcare and the urban landscape. Architecture and product design draw increasing inspiration from the Time natural world in terms of functionality and aesthetics. 1 Use of the words The total number of RELATED TRENDS to cosmetic surgery grew from 5,705 pure purely procedures 3,013 decreased by 9% purity Rising Social Hyperawareness Informed Year-on-Year Conscience of Health Consumerism in 2009 on consumer food 2008 2009 produts in the USA in the USA Hyperlocalisation Sustainable True Stories Capitalism CONTENTS 15
On Canvas8 Natural Mindset REPORT 11/11/2009 FOCUS 03/07/2009 Consuming beauty: the nutricosmetics market Growing local, foraging and the rise of the co-op The burgeoning field of nutricosmetics looks set to gain considerable traction in Western and Consumers of organic food are loathe to give it up, regardless of cost. What this means, says emerging markets. Two industry experts identify the consumer drive behind the trend and outline Ysanne Spevack, is the rebirth of resourcefulness in the US and UK: growing your own, foraging, the opportunities for brands. and co-op schemes with friends and neighbours. LEADERS 12/05/2010 BLOGHUNTER 22/10/2009 Brazilian luxury goes back to nature Pepsi Raw From architecture to art and travel to food; some of the Brazilian upper classes are now looking Pepsi UK has stepped up in the soda wars with its new drink – Pepsi Raw. According to the for a less polished type of sophistication. Trend expert Luciana Stein investigates the behavioural company, it has dropped artificial preservatives and sweeteners and is made from natural and economic drivers behind this shift. sources such as apple extract, plain caramel coloring and tartaric acid from grapes. FOCUS 18/12/2009 FOCUS 15/06/2010 The anti-label label Twig Terrariums, and other small worlds First Starbucks went local and now clothing is turning away from brand-heavy slogans and New York’s Twig Terrariums make tiny worlds full of whimsy and humour. Beyond their role as towards a discreet and logo-less aesthetic. What consequences could this pattern have for the a memoir of nature, however, these miniatures also touch upon underlying trends in both the brands and the brand name cachet? consumer and business psyche. READ MORE CONTENTS 16
Sustainable Capitalism WHAT ARE THE SIGNS? PUMA’S CLEVER LITTLE BAG UPS’S GPS REPROGRAMMING SLIM CHAMPAGNE BOTTLES STELLA ARTOIS’ BOTTLE REDESIGN WHAT IS IT? MARKS & SPENCER EGG TRACKER FRITO-LAY CHIP TRACKER The creation of a business model that SUN CHIPS ECO PACKAGING understands and respects the triple bottom Doing good is good business. This THE WALMART SUSTAINABILITY INDEX line of people, planet and profit. It is about is not about charity or altruism. This CONSPIRACY FOR GOOD responsibility and longevity. Sustainable is about doing something that is CHINA’S SUSTAINABLE ENERGY PROGRAMME Capitalism’s watershed moment came in effective and efficient. SAINSBURY’S KEEPING BEES 2006 with Al Gore’s Oscar-winning An CHINA’S DONGTAN ECO-CITY Inconvenient Truth and has accelerated through the recent economic COLALIFE KARMA CUP COOP WINE recession and people’s increasing desire to do something inherently Sir Martin Sorrell, good and ‘right’. Chief Executive Officer of WPP Group WHO IS IT IMPACTING? WHERE IS THE TREND Everyone - developed and WHERE IS IT IN ITS LIFECYCLE? developing nations alike HAPPENING? Globally Phase HOW HAS IT BEEN DEVELOPING? STRONG The economic downturn has meant people now expect major multinationals to do what they, as individuals, can’t afford to make GROWTH happen, and on a scale that they can’t achieve. Brands who eschew this responsibility are vilified. Businesses no longer have full control over their brand and, thanks to the internet, both their good and bad behaviour is made public. People are looking for businesses to demonstrate values, not just claim their alliances. Time d 2 RELATED TRENDS The Chinese government There are 35% of consumers have laid out a 6,172,8220 say they will spend more on ‘green’ in the coming year US$585bn citizens of Hopenhagen def. Hyperlocalisation Natural Mindset a movement set up around the 2009 COP 15 conference to unite nations plan to invest in with hope for policy change low carbon technologies Social Rising Social True Stories Participation Conscience CONTENTS 17
On Canvas8 Sustainable Capitalism LEADERS 24/03/2010 FOCUS 08/07/2010 CSR from an Indian perspective Panera Cares Café The Indian economy is poised to grow on a strong, sustained basis for years to come: it is time Panera is a bakery and café with 1400 outlets across America. In May they made the decision to for a new look at corporate social responsibility. In the context of current and future challenges, trial a not-for-profit model within one branch. The Panera Cares Café is so successful that they how do young Indian consumers see CSR? are now extending the strategy to two new locations. REPORT 19/03/2010 FOCUS 10/06/2010 Embracing the new philanthropy SunChips eco packaging In spite of good intentions, consumers value cost savings over planet saving, and they expect PepsiCo have replaced their SunChips packaging with 100% compostable material. While major multinational companies to do what they can’t. customers have criticised the new packaging for being ‘less tactile’ and ‘too noisy’, others have lauded PepsiCo as pioneers. FOCUS 01/07/2010 FOCUS 22/03/2010 Karma Cup ColaLife The annual BetaCup Challenge seeks to uncover creative ways of reducing paper cup ColaLife is an initiative which aims to use Coca Cola’s far-reaching global distribution to carry consumption. This year’s winner, Karma Cup, not only eliminates the cup entirely, but gives you ‘social products’ such as oral rehydration salts and medicines to developing countries. an incentive to do so: the possibility of free coffee. READ MORE CONTENTS 18
Hyperawareness of Health WHAT ARE THE SIGNS? MEDWATCH HEALTH APPS SENIORBRIDGE SKYPE VIDEO CONSULTATIONS FOR ELDERS WEBMD.COM CURETOGETHER WHAT IS IT? PEPSICO NUTRITION LAB HEALCAM The ability for people to test themselves The popularity of organic food, holistic living IMPLANTABLE ANTENNA FOR MONITORING effectively will change the healthcare IN-VIVO CHEMICAL REACTIONS and attention to personal mental health has industry. Focus will be taken away from sharpened individual focus on daily wellbeing, HEART ATTACK GRILL PATIENTSLIKEME.COM in-clinic testing and placed upon fuelled by mobile monitoring apps and access LE WHIF THISISWHYYOUREFAT.COM self-analysis. to like-minded communities online. At the MAPPINESS THECARROT.COM most basic level, people want to know what 23ANDME BIOINFORMATICS.ORG they’re consuming and what impact it will have on their health, as an Piers Fawkes, MICROSOFT HEALTH VAULT extension of Informed Consumerism and Natural Mindset. President, PSFK WHO IS IT IMPACTING? WHERE IS THE TREND WHERE IS IT IN ITS LIFECYCLE? Boomers Gen X Smartphone users HAPPENING? Primarily North America, Europe (early Phase growth), Asia STRONG HOW HAS IT BEEN DEVELOPING? GROWTH The obesity epidemic and marginalisation of the elderly in society has led to a search for new diagnostic solutions integrated into daily life. Social fitness and wellbeing apps encourage on-the-fly management of increasingly personal bodily functions (sleep apnea, ovulation), as well as providing detailed nutritional and health-related product information. The beauty and food industries have Time adopted more ‘medical’ brand messaging. Rise in online patient communities providing support and therapy for fellow sufferers. by 2015 RELATED TRENDS 21% 60% of Americans of Smartphone owners Slow Natural Mindset have downloaded a fitness-related app will have electronic health records Informed Rising Social Consumerism Conscience CONTENTS 19
On Canvas8 Hyperawareness of Health LEADERS 03/02/2010 FOCUS 14/09/2010 Design thinking and the healthy society 4Food As debate rages around US healthcare reform, Sara Diamond examines the role of the design, 4Food is a chain of healthy, natural and customisable fast-food restaurants. New Yorkers can technology and creative industries in creating a society of user-centric healthcare and individual fully customise their (locally-sourced) burger online, or using the iPad menus, and promote it via wellbeing. social networks in exchange for discounts. LEADERS 28/04/2009 FOCUS 08/09/2010 Data are beautiful things CureTogether From social networks to art galleries, data visualisations are everywhere. Sara Diamond CureTogether.com is a website that allows users to keep track of their health. The free service evaluates the importance of these intuitive, uniquely human interpretations of complexity and matches people with similar symptoms and conditions, allowing them to interact anonymously. their cultural and business benefits. REPORT 08/06/2010 REPORT 17/09/2010 More than mirrors: identity, beauty and changing cosmetics retail Technology, community and self-diagnosis Beauty regimes and perceptions of the self are more than an effect of straightforward image Individuals are now able to monitor every aspect of their physical and mental health. Sleeping, consumption. We explore how retail environments have evolved to fit the consumer desire for a eating, exercise and social activities can be analysed in real time and shared with a like-minded more holistic, scientific beauty experience. community. But what does this mean for brands? READ MORE CONTENTS 20
Social Participation WHAT ARE THE SIGNS? CONSPIRACY FOR GOOD PICTURE THE IMPOSSIBLE GEOCACHING.COM ENCOUNTER NEEDLE IN A HAYSTACK WHAT IS IT? As we strive to move away from cookie-cutter DARPA RED BALLOON CHALLENGE CLIMATECAMP Mass social participation is embraced as the sameness, individuals’ opinions, points of view, or unique thoughts can spark connection. We see it NEIGHBORGOODS STREETSPARK antidote to information isolation and overload. Directly linked to Rising Social Conscience, across all types of communities, whether THE BIG LUNCH we are seeing an important shift from a ‘me’ grassroots or corporate-sponsored, SOCIAL INNOVATION CAMP GOOD GYM to a ‘we’ culture. Technology facilitates offline virtual or rooted in physical space. ENABLED BY DESIGN personal interaction rather than creating a The more eclectic and interesting, CTRL.ALT.SHIFT barrier to it. Many examples of Social Participation achieve broad the more it thrives. Funny how an A FEAST OF STRANGERS social goals as well as contributing to a sense of personal gain. emphasis on ‘I’ leads to a more coherent sense of we. WHO IS IT IMPACTING? Patrice Martin, Author of Ideo Patterns’ ‘The ‘I’ in community’ WHERE IS THE TREND IN ITS LIFECYCLE? Gen X Gen Y as facilitators WHERE IS IT HAPPENING? PEAK Phase Europe, North America. Japan, China and India (strong growth) HOW HAS IT BEEN DEVELOPING? Technology is being harnessed to enable relationships, both in the physical and the virtual, and used to intelligently elicit chance encounters. Gen Y love creating and taking part in mass participation activities and use visual diaries to build social currency. Time Individuals from creative communities volunteering time to collate ideas and design tools for cohesive offline change. The physical and virtual treasure hunt Encounter had RELATED TRENDS 4 People who finished the New York marathon There are 165,000 81% 4-5 MILLION 70,000 36,856 vs 43,660 geocachers Rising Social Collaborative Codes of Conduct of US Gen Y worldwide Conscience Living and Working have volunteered in the past year 2009 2010 2005 2009 players across Eastern Europe Blended Reality Brand Me Mobile Living Hyperlocalisation CONTENTS 21
On Canvas8 Social Participation LEADERS 24/03/2009 FOCUS 14/12/2009 From Me to Wii The DARPA red balloon challenge With the media screaming tales of doom and economic woe what can your brand do to support The recent DARPA balloon challenge was set to discover how people interact with social media the shift from ‘me’ to ‘Wii’? Alex Gordon looks into the semiotics of recession and the consumer for team building and collaboration on widescale, time-critical and complex tasks. backlash to selfish individualism. LEADERS 28/07/2010 FOCUS 19/01/2010 Activism, technology and cultural specifics Picture the Impossible Sara Diamond talks to Canvas8 about technology, politics and ideas of global/local. She In the face of flailing news sales, the Rochester Democrat and Chronicle launched a hyperlocal discusses Canada’s ties to documentary, the importance of enabling self-representation and game with major brand sponsorship aimed at strengthening community bonds and encouraging Twitter’s opinion-forming role at the recent G20 summit. creativity and charity. REPORT 17/02/2010 FOCUS 11/05/2010 What are the triggers for mobilising people? LeapAnywhere To understand the forces at work in mobilising large groups it is important to recognise the LeapAnywhere is a part social network, part listings site that aggregates cool volunteer behavioural triggers for joining them in the first place. How can brands mobilise groups to their opportunities around London in a bid to make social participation more fun and competitive. We benefit and engage people with their brand? spoke to founder Malcolm Scovil. READ MORE CONTENTS 22
Attention Economy WHAT ARE THE SIGNS? TOKYO YAKULT SWALLOWS RED BULL BULLETIN DREAMING IN MONO NIKE TRUE CITY ING DIRECT CAFÉS GOOGLE ADSENSE READ IT LATER WIDGETS WHAT IS IT? NY-Z ABSOLUT VODKA HERO108 Context + meaning = cultural value; without THE WONDERFACTORY People are increasingly information and it brands turn onto the slip road called ‘EUROSTAR’ SOMERS TOWN stimulus rich but consequently time and ‘irrelevance’ and park up against the sign GUARDIAN ZEITGEIST attention poor. Media can be accessed marked ‘obsolescence’ without a NEXT MEDIA’S NEWS CLIPS anywhere, in a multitude of formats. Irrelevant petrol station in sight. ‘MINIMALISH’ SHORT interruptions are unwelcome. Context is ATTENTION SPAN PAINTINGS everything and time is people’s most precious UNBEATABLE (CHINA) commodity, evidenced by the rise in simultaneous media use and savouring of down-time. Alan Moore, Co-founder of SMLXL and Canvas8 Thought Leader WHO IS IT IMPACTING? WHERE IS THE TREND Anyone living in a connected society WHERE IS IT IN ITS LIFECYCLE? HAPPENING? Always-on societies, both East and West PEAK Phase HOW HAS IT BEEN DEVELOPING? Media requiring deep concentration are no longer valued as highly as people learn the benefits of selective attention. There’s an increasing awareness of the value of ‘my time’ and more discerning attitudes towards brands competing for this time. Transmedia storytelling introduces brands in a richer context with deeper levels of engagement and interaction. Relevant brands that are allowed k Time in gain more affinity. 0 RELATED TRENDS e 8.5 hours Adults are exposed to screens Americans (TVs, cellphones, computers, GPS devices) for about of internet users B consume media multitask 100,000 words 57% accessing TV and internet simultaneously at home True Stories Slow per day on average for an average of 2 hours and 39 minutes every month on any given day Brand Me Mobile Living CONTENTS 23
On Canvas8 Attention Economy REPORT 22/10/2009 FOCUS 05/07/2010 Wireless society and the awareness economy Guvera The latest sea change in technology could be sitting in your pocket right now. Trevor Lloyd Jones Guvera is an innovative music service which makes advertisers pay for downloads in exchange investigates Near Field Communication and its impact on the mobile and advertising industries. for several minutes of fans’ attention. Following its launch in Australia, it’s now arrived Stateside. LEADERS 23/06/2010 FOCUS 22/04/2010 The brand as transmedia story Pedro & Maria The system that brands operate in is still largely defined by mass media comms – a straight line Pedro & Maria is an interactive branded entertainment telenovela which will enable fans to vote approach to non-linear thinking. Alan Moore makes the case for a more fractured, participatory on plot direction through social media channels. It will be co-produced by MTV and Procter & approach to brand identity. Gamble. REPORT 12/03/2010 FOCUS 03/08/2010 Addressing contemporary media use Rider in a red coat People are increasingly accessing multiple types of content simultaneously. Transmedia expert A French multimedia comic for CAP3B, a family-friendly tourist destination, uses print, Christy Dena evaluates the importance of advertising campaigns that recognise contemporary smartphone technology and video content to enhance rather than detract from the locally- media use behaviours. inspired story. READ MORE CONTENTS 24
Rising Social Conscience WHAT ARE THE SIGNS? GROWN BY US PEPSI REFRESH WHUFFIE BANK LEAP ANYWHERE WHAT IS IT? CHASE COMMUNITY GIVING A growing backlash against ‘greed culture’ Customers want to transact with MOBILE MOVEMENT coupled with a genuine desire to do something companies that do the right thing and make responsible environmental GIVE A DAY GET A DISNEY DAY wholesome and ‘give something back’. It has also been referred to as the ‘moral reset’. choices. IFWERANTHEWORLD Transparency, fuelled by the immediacy of OBAMACLOCK technology and the global reach of media has CAUSEWORLD led to a more informed consumer and an affection for brands with Jo Fox, morally defensible values that people want to identify with. Deputy Director of The Bigger Picture for Sky Broadcasting WHO IS IT IMPACTING? WHERE IS THE TREND Western world Developing world WHERE IS IT IN ITS LIFECYCLE? as suppliers of as consumers commodities HAPPENING? Globally Phase HOW HAS IT BEEN DEVELOPING? STRONG Public denunciation of bankers’ bonuses by government and media, growth in charitable actions and support of companies who GROWTH uphold a moral code. Refocusing behaviour to fit a ‘we’ not ‘I’ mentality, increasing consideration of how something is produced, not just what is produced, as a component of brand value. Rising appreciation of ethical rather than simply environmental policies, benchmarking practices such as Fairtrade and seeking products with goodness built in, not added on. Time Consumers RELATED TRENDS 2 f 1 4 in say they will take who would switch to a brand associated with a ‘good cause’ The Pepsi Refresh out o 3 their custom elsewhere 79% application on Facebook people say 66% HAS HAD MORE THAN Collaborative Living and Sustainable Capitalism Natural Mindset Codes of Conduct it is important 11m Working to buy from if they feel environmentally a company’s ethical voters responsible reputation is not up companies to scratch 1993 2010 Hyperlocalisation Informed Slow Hyperawareness Consumerism of Health CONTENTS 25
On Canvas8 Rising Social Conscience REPORT 10/03/2010 FOCUS 08/07/2010 Guilty pressures: getting people to give Panera Cares Cafe Whether it’s a picture of suffering children or a reproachful slogan, guilt has long been used in Panera is a bakery and café with 1400 outlets across America. In May they made the decision to charity campaigns. But exactly how guilty do you need to make someone feel before they reach trial a not-for-profit model within one branch. The Panera Cares Café is so successful that they for their wallet? are now extending the strategy to two new locations. LEADERS 28/07/2010 FOCUS 09/07/2010 Activism, technology and cultural specifics Conspiracy For Good Sara Diamond talks to Canvas8 about technology, politics and ideas of global/local. She Conspiracy For Good (CFG) is Nokia’s latest transmedia campaign, showcasing the Ovi discusses Canada’s ties to documentary, the importance of enabling self-representation and platform through interactive theatre, mobile, music and physical participation – with an anti- Twitter’s opinion-forming role at the recent G20 summit. corporate focus that taps into the zeitgeist. REPORT 08/04/2009 FOCUS 14/09/2010 The times they are a-changin’ Open Planet Ideas Declining charitable donations, increased demand for their services and record numbers of Open Planet Ideas is a crowdsourcing joint initiative by the WWF and Sony. The aim is to volunteers. What does being charitable mean for consumers and brands in 2009? harness ideas on the environment and technology; the end result, a synergy of suggestions by the crowd and the expert panel, will reach prototype stage. READ MORE CONTENTS 26
Mobile Living WHAT ARE THE SIGNS? WORKING NOMAD MOBILE.ME MXIT SQUARE OBOPAY TWITTER FAST FOLLOW FOURSQUARE GOWALLA WHAT IS IT? LAYAR AUGMENTED REALITY The future of media will Mobile is changing the world more than be information consumed MEGAHOUSE PROCESSAWAY the internet ever could. It has liberated on superphones while on MOBILE BANKING IN AFRICA people, enabling them to make major the go. SMSONE MEDIA decisions around living, education, work, communication and consumption - they GOOGLE’S ‘MOBILE FIRST’ STRATEGY can be on the move, live anywhere and Rob Glaser, TXTEAGLE 0.FACEBOOK yet still be plugged in and perform effectively. This trend has Chairman of RealNetworks accelerated with the growth of smartphones, making it easier and more cost effective to connect to the internet than ever before. WHERE IS THE TREND The Finnish SMS IN ITS LIFECYCLE? WHO IS IT IMPACTING? There are An estimated 73% 5 billion user base is active mobile PEAK Phase of the global population subscriptions 90% HOW HAS IT BEEN DEVELOPING? the global population is of the total Time Improved connectivity and data speeds, changing 6.8 billion population attitudes to IP and greater multimedia capabilities have led to a growth in always accessible media on handsets. The role of semantic data in determining context will become increasingly important as people look to filter and simplify. In the developing world, mobile is a great equaliser: many places will go from RELATED TRENDS no internet to mobile internet. Those without smartphones still rely heavily on SMS for communication with loved ones and 49% More people of Kenya’s SEND TALK ON A business in their local community - whether farming alerts or EMAIL than mobile banking services. bank accounts MESSAGES LANDLINE Informed are mobile Social Simple Interfaces Participation Consumerism WHERE IS IT HAPPENING? Truly globally WORLDWIDE Attention Collaborative Hyperlocalisation Blended Reality Economy Living and Working CONTENTS 27
On Canvas8 Mobile Living REPORT 24/05/2010 FOCUS 17/12/2009 Courting chance: the importance of serendipity in a networked world Obopay As we move into an age of blended reality characterised by tighter networks and filters, the need A mobile payment system based in the US with plans for global expansion which enables phone to elicit chance encounters has become more important than ever. It’s time to reassess what owners to send funds via SMS and mobile internet. serendipity really means and why it’s relevant now. REPORT 03/08/2009 FOCUS 17/08/2010 SMS and emerging markets Mobile Shopping Sitges 2010 In an interview with Canvas8, Director of Product Management, EMEA for mBlox Johan An innovative partnership between Telefonica, La Caixa bank and Visa will allow shoppers to pay Lindstrom shares his views about the SMS industry, its relevance to emerging markets and why with their phones at 500 retailers in the town of Sitges until October 2010. It’s the biggest NFC they’re not scared of smartphones. payment trial to date in Europe. REPORT 02/07/2010 FOCUS 11/12/2009 Nose to screen: interacting with smartphone ads SMSOne Media Mobile marketing is an industry facing huge growth as consumers spend more time and money Necessity breeds ingenuity: this micro-local news service gets vital information to rural villages on mobile. As the feud between Google and Apple heats up, we take a closer look at advertising in India, via a combination of SMS alerts and word of mouth. in the smartphone industry. READ MORE CONTENTS 28
Hyperlocalisation WHAT ARE THE SIGNS? KAREN MAGAZINE NEIGHBORGOODS GEOLOCATION GAMES SMSONE INDIA HEROEX MILLAU VIADUCT SERVICE STATION WHAT IS IT? PICTURE THE IMPOSSIBLE HIPPO SNACKS’ TWITTER A focus on local community, local produce DELIVERY NETWORK and local news - accessed online or off - and REGIONAL ACCENTS IN JAPANESE resulting in new product development which Will that product work everywhere or is VENDING MACHINES caters to a community or region. it about finding other localities that are KIT KAT REGIONAL FLAVOURS appropriate twins because of similar MCDONALD’S ‘SWISS WEEKS’ conditions? Is it temperature, cultural USHAHIDI COURS EN VILLE TWITZIP practices, historical legacies or GOOGLE FAVORITE PLACES population that link with your STARBUCKS 15TH AVENUE WHO IS IT IMPACTING? own? Those fazed by globalisation (and seeking to establish Sara Diamond, genuine connections) WHERE IS THE TREND President of OCAD University, Ontario and Canvas8 Thought Leader IN ITS LIFECYCLE? HOW HAS IT BEEN DEVELOPING? PEAK Phase Technology is helping people reconnect with those close by - whether through sites like NeighborGoods or location-based services Foursquare and Gowalla. Media giants AOL, Google and CNN continue to invest heavily in local news networks, and Starbucks are working with Yahoo to launch their own community sites across the US. Recognising the appeal, brands such as Kit Kat have started developing products for niche markets - and some have come under fire for ‘localwashing.’ Global chain retailers have decentralised budgets, enabling branches to introduce local stock and customise their interiors to suit community identity. Time AOL’s local news Most effective ways to engage a local audience: RELATED TRENDS network Patch has just launched its WHERE IS IT 100 th SITE 69% 62% 59% HAPPENING? Globally Collaborative Living and Rising Social Conscience Informed Consumerism Working and plans to launch 400 more by December local content on websites print ads events Natural Social Slow Mobile Living Mindset Participation CONTENTS 29
On Canvas8 Hyperlocalisation REPORT 29/03/2010 FOCUS 13/07/2010 Geolocation and the city Hippo’s Twitter-powered delivery network 2010 has been predicted to be the year of location. In this report, we consider how geolocation India has several million local shops, or Kirana stores, which serve the mainstream market daily. can change social interaction, individual experiences and the perception of urban space, and Tracking local requirements is a daunting task, but Parle Agro have uncovered a creative way of how brands can become a part of this radical change. getting customers to solve the problem. REPORT 30/10/2009 FOCUS 11/02/2010 Logging on to meet up: building communities with tech Heroex Before social networking came along, people would pop round to see their neighbours, shoot Heroex is an e-tail startup based in San Francisco that delivers almost anything - from the breeze, maybe borrow a cup of sugar. Now, however, a new breed of virtual services are headphones to toilet paper - within an hour, coordinated through a network of local ‘Delivery encouraging real world human contact. Heroes’. FOCUS 08/04/2010 FOCUS 11/12/2009 Kit Kat goes hyperlocal in Japan Kites: The Remix Nestle is expanding their strategy of niche flavours to include a new range of hyperlocal culturally Kites became the first Bollywood film to break into the US Weekend Top Ten. Released one specific tastes for the Japanese market. week later, Kites: The Remix is an international version that cuts the running time down to a Hollywood-friendly 90 minutes. READ MORE CONTENTS 30
True Stories WHAT ARE THE SIGNS? THE SECRET DIARY OF STEVE JOBS PASS THE BATON TALES OF THINGS NOSTALGIC ADS WHAT IS IT? M&S PENNY BAZAARS Stories engage us on a cultural, societal and ACIDE MACARON The consumer search for brands that physical level. We respond to stories because ZAPPOS demonstrate authentic, transparent behaviour we’re wired to. It’s how we teach our children, it’s EXPLOSION OF THE ARTISAN with personality, and communicate this how we learn and it’s how we animate our desires ART GAMES PACKABOOK honestly - warts and all - across all platforms so that others will comply. Stories – the good, the BOMPAS & PARR and brand touchpoints. An engaging story bad and the inconceivably stupid – are PUMA SOCIAL which communicates a human brand is not the imperfections in brands and their enough - it needs to carry deeper meaning and purpose. actions that make them believable, lovable and human. Stephen Denny, WHERE IS THE TREND WHO IS IT IMPACTING? Influence Strategist IN ITS LIFECYCLE? and founder of ‘Decision triggers’ Brand Environmentally Gen Y aware Gen X conscious Boomers WHERE IS IT HAPPENING? Phase US, UK, France. Contracted sense of STRONG ‘global’ means stories can be truly followed GROWTH by everyone’ HOW HAS IT BEEN DEVELOPING? Closely linked to Sustainable Capitalism, True Stories is powered by a corporate search for purpose, as brands strive to Time communicate heritage as well as flexibility in providing dynamic solutions to broad social, environmental and ethical issues. The use of narrative or careful curation communicates the personality of the brand and gives it a human energy. long term trend a RELATED TRENDS In the UK 50% 67% of people between the ages of of 18-34-year-olds 18 and 24 family-run business now accounts for are likely to read and act upon Informed Consumerism Attention Economy Neo-tribalism advertising that contains story-like information 30% of GDP would take a pay cut to work for a about the brand socially responsible company Sustainable Brand Me Slow Natural Mindset Capitalism CONTENTS 31
On Canvas8 True Stories LEADERS 23/12/2009 FOCUS 30/11/2009 The psychology of enchantment Pass the Baton We bring the year to a close with a somewhat festive take on semiotics. In an interview, Thought Located in a high end Tokyo shopping complex, Pass The Baton is an innovative retail concept Leader Alex Gordon dissects the lasting impact of fairy tales on the popular psyche and their which relies on the appeal of personal histories - celebrity and otherwise - to sell quality second importance to brands in the current climate. hand goods. REPORT 12/07/2010 FOCUS 14/07/2010 Telling aversion: consumer resistance to brand stories Virgin Human Nature Collection Dipak Nayar explores the underlying consumer perceptions that feed into resistance to brands Virgin Holidays have launched a new range of ‘holidays with balance’, which incorporate care for and advertising, revealing differences between how people relate to brand fictions and how they people and planet at every level without compromising on comfort. relate to other incarnations of pop culture. REPORT 25/09/2009 FOCUS 17/06/2010 Can self-deprecating branding work? The Mortified Shoebox Show As the informality of the web proliferates, and openness and honesty are emphasised as key The Mortified Shoebox Show is a lo-fi internet series in which everyday people and celebrities to winning over consumers in the digital age, could this be the time for brands to let down their reveal the angst-ridden moments or geekdom that characterised their younger selves. guards and show a little vulnerability? READ MORE CONTENTS 32
Privacy and Control WHAT ARE THE SIGNS? PROLIFERATION OF THE ‘GLOBAL VILLAGE’ TRUSTED FILTERS PILO SIMPLIFICATION OF FACEBOOK SETTINGS WHAT IS IT? Fundamentally, privacy is about having GOOGLE DASHBOARD ICANSTALKU.COM HACKERS ON PLANET EARTH CONFERENCES A heightened awareness of the importance control over how information flows. It’s about BRANDED HOTEL ROOMS BLIPPY of controlling private data, and companies’ being able to understand the social setting in access to that data: a refusal to accept ‘public order to behave appropriately. To do so, HOUSE PARTY GECKO MINI BARS by default’ settings. Stricter management people must trust their interpretation DIASPORA of Brand Me and a rise in invite-only social of the context, including the people networks. At the same time, experimenting in the room and the setting. When with inviting brands into private spaces. they feel as though control has been taken away from them, they scream privacy foul. WHO IS IT IMPACTING? Danah Boyd WHERE IS THE TREND Specialist in online communities, Microsoft and Yahoo! Anyone who accesses the internet and IN ITS LIFECYCLE? consumes news (Gen X, Gen Y, Boomers) WHERE IS IT HAPPENING? Phase Globally HOW HAS IT BEEN DEVELOPING? STRONG GROWTH The most skilled internet users are the most frequent privacy control managers. Contrary to popular belief, youth are far from apathetic and want to know what they are sharing. There’s rising mistrust in a ‘Big Brother’ society and data collection, translating to a mistrust of brands. The rise of geotagging and location-based services fuel further privacy concerns as data networks are mapped Time onto physical space - however, there is increasing evidence that people are willing to share data in exchange for relevance and utility. of frequent Facebook RELATED TRENDS users aged 18-19 More than half 71% 53% changed their settings 4 OR MORE TIMES 81% of smartphone of between 2009 and 2010 of social network 18-29-year-olds owners users limit what they share online in order to project as opposed to 26% Simple Interfaces Codes of Conduct allow anyone within their network their ideal identity are worried about a loss of privacy to see their recent activity as a result of geotagging across the same period in 2008-9 Blended Reality Brand Me Mass Customisation CONTENTS 33
On Canvas8 Privacy and Control REPORT 28/06/2010 FOCUS 29/07/2010 Avon calling: the future of brands in personal spaces PILO: location, filters and relevance Online, consumers are leading increasingly public social lives. How is this affecting our PILO is a Swedish prototype location service with more relevant filtering than its predecessors, definitions of privacy in physical spaces, such as the home? tracking mobile user movements over time to build up patterns. However, early tests raise some issues around commercial opportunity. REPORT 08/02/2010 FOCUS 21/01/2010 Public by default Blippy Attitudes to privacy have evolved along with the explosion in social media, and the resulting Blippy is a social spending start-up that answers the question “what are your friends buying?” by interplay reflects the maturation of a new, informed kind of trust that rests on mutual exchange of broadcasting credit card transactions via Twitter. Controversial? Certainly. Clever? Definitely. information between consumers and brands. REPORT 23/09/2009 FOCUS 29/06/2010 Close to you: intimacy and proximity in the wireless age Hunch How do you touch people in a contactless age? Daniel Nye Griffiths looks for clues in the Hunch’s unique user traffic had multiplied by 40 within the first six months of launch. We analyse predominantly Asian phenomena of Lovegety and Bluedating, positioning them as precursors to why the site’s pledge to provide a more personalised, fun and intuitive search experience augmented reality. appeals – and how brands can benefit. READ MORE CONTENTS 34
Neo-tribalism WHAT ARE THE SIGNS? MOVEMENTS SUCH AS FIXED GEAR, DUBSTEP, NEW FOLK VICE MAGAZINE THE OBAMA INAUGURATION FACEBOOK DIRECT PHOTO UPLOAD WHAT IS IT? ORANGE ROCKCORPS BBM Niche is normal and diversity is cool. People no Youth apathy breeds from irrelevance, ‘BLANK SLATE’ CLOTHING - UNIQLO AND longer identify with a single tribe or subculture, nothing else. AMERICAN APPAREL but rather pride themselves on moving fluidly STATE FARM BANKING ‘WE FEEL FINE’ between various disparate groups, cementing their membership to each by demonstrating Ruby Pseudo, understanding and appreciation of a common Gen Y trends consultant and subject. Groups are no longer defined through beliefs, values or a Canvas8 Thought Leader desire for rebellion (Gen Y have little to fight against) but through appearance, form and genuine knowledge (eg musical genre). HOW HAS IT BEEN DEVELOPING? WHERE IS THE TREND WHO IS IT IMPACTING? IN ITS LIFECYCLE? Although belonging is still important, it’s the championing of individuality by teens that is key. We’re seeing them Teens and twentysomethings finding break from a pack mentality and embrace new groups, ideas, their identities and identities to build a fluid, multifaceted ‘Brand Me’. The sense Phase of entitlement is strong; risk taking is encouraged, not feared STRONG and so job-hopping is becoming more common – meaning GROWTH WHERE IS IT Gen-Yers are always on the ball and open to new opportunities. This generation’s savviness elicits a strong desire for control HAPPENING? over their ‘assets’ – hyperawareness of privacy and copyright Time Mainly UK, USA, Australia are now common. RELATED TRENDS 70% When asked to select words to describe how they feel about the future, of American Y GEN high-schoolers 81% of Gen Ys selected 65% chose job-hop every hopeful optimistic East/West Brand Me True Stories 18 months plan to start up their own companies CONTENTS 35
On Canvas8 Neo-tribalism LEADERS 30/06/2010 REPORT 11/06/2010 Aesthetics not politics: contemporary teenage tribes How Jaegermeister got in with Spain’s hipsters Are the parameters and polemics at play in constructing a youth subculture the same as they The recent success of Jaegermeister in Spain is a beautiful story. It’s a tale of sex, alcohol and were 60 years ago? Ruby Pseudo investigates, touching on drugs, dubstep and disenchantment rock and roll – or, if you prefer, a for once decent use of brand ambassadors to win over a hostile among UK youth. market. REPORT 01/06/2010 FOCUS 24/08/2010 We’re the same, me and you: the next phase of brand collaboration Gravity Discerning consumers are increasingly looking for brands to demonstrate a more faceted, Gravity is a social network which entered public beta in March 2010. Its goal is to deliver a anthropological understanding of who they are. Here we explore brands whose collaborative “truly personalised experience on the web” by bringing like-minded people together around approach appeals to our senses without needing an explanation. conversation topics. REPORT 24/06/2010 FOCUS 03/06/2010 ‘Don’t stop believing’: Glee, Gleeks and nerdy cool BBC Switch and youth content Dr Nic Crowe documents the changing nature of ‘cool’, from the rise of train track braces in David Smith works for BBC Switch, producing The 5:19 Show. We interviewed him about the Thailand to Cosplay in France and the hit musical TV show which has the young - and not-so- type of content he helps create, curate and commission for an audience of 12-to-17-year-olds. young - in its geeky thrall. READ MORE CONTENTS 36
Collaborative WHAT ARE THE SIGNS? Living and Working CARTICIPATE RIDE-SHARING APP GLONET CONFERENCE AT FUTUREEVERYTHING MEGAHOUSE THIRD DOOR STARBUCKS IDEA GENERATION WHAT IS IT? TABLOID TOKYO CROWDSPRING Closely linked to the hyperlocal trend, we are A role model of how communities work RISE OF OPEN SOURCE seeing bustling fragmented cities spilling out most efficiently lies in the South of DESIGNLIBRARY ISTANBUL into niche community groups, working closer Europe. Where the city doesn’t act, local HUB WORKING together and sharing space. It’s fuelled by communities react. By living, working BEST BUY BLUE LABEL the Gen Y work ethic (awareness of Brand and interacting within communities, LOCAL MOTORS Me, job-hopping), and collaborative working people help each other and thereby online (crowdsourcing). enhance the sociological urban development. WHO IS IT IMPACTING? Daniela Krautsack, Founder of Cows in Jackets and city WHERE IS THE TREND Busy, urban-dwelling technology lovers branding expert IN ITS LIFECYCLE? HOW HAS IT BEEN DEVELOPING? The global urban population Phase for the first time is projected to hit Public spaces - particularly in cities - have been evolving to in 2009 69% STRONG respond to people’s desire to interact and work together, often GROWTH just over with strangers. The number of communal residences has increased, the number of people 50% and the gated community model has spread outside of the US to globally living in Turkey and Eastern Europe. There’s been a renewed emphasis on urban environments Time public working and community spaces - particularly libraries, which surpassed have seen a spate of high-end renovation globally - and growing the rural population. numbers of individuals now host private dining clubs. Parallel industries are increasingly working in tandem. Online behaviour is also 2010 2050 encouraging the focus on community; crowdsourcing shows no sign RELATED TRENDS of slowing, and recent months have seen an increase in crowdfunding of US cohousers sites, particularly for social projects. Video conferencing and calling tools are increasingly sophisticated and allow for globally connected 64% share 2-5 meals a week remote working. 26% 8% 2% Hyperlocalisation East/West Social Participation WHERE IS IT HAPPENING? share 1 share1-3 share Globally a week a month all meals Mobile Living Rising Social Blended Reality Conscience CONTENTS 37
On Canvas8 Collaborative Living and Working LEADERS 18/12/2009 FOCUS 07/09/2010 Futureproofing the shopping mall: urban convergence and the wow factor HafenCity So what should landlords, retailers and brands do in the long term to ensure shopping centres HafenCity is Hamburg’s newest district. Its planners, who aim to finish it by 2025, are are must-visit destinations? First and foremost, the emphasis needs to be shifted firmly away employing environmental psychology to avoid the common pitfalls associated with modern living from just retailing product. environments. REPORT 24/05/2010 FOCUS 25/05/2010 Courting chance: the importance of serendipity in a networked world Megahouse and collective living As we move into an age of blended reality characterised by tighter networks and filters, the need Megahouse is a city living concept by a group of Japanese architects and designers that to elicit chance encounters has become more important than ever. It’s time to reassess what repurposes empty urban space for rental and reuse by the entire population. serendipity really means and why it’s relevant now. FOCUS 06/03/2009 FOCUS 20/05/2010 The spread of gated communities Swatch Art Peace Hotel The luxury interiors, swimming pools and markets of gated communities in new EU member The Swatch Art Peace Hotel in Shanghai is a unique concept, combining a retail environment states are evidence of an affluent middle class, whose lifestyle ambitions rival those in the West. and a hotel exclusively for guest artists from around the world. The commercial area opens in Jean-Robert Saintil spots a market opportunity. May 2010, the hotel in August. READ MORE CONTENTS 38
Slow WHAT ARE THE SIGNS? CALM DRINKS NPD ‘I DO NOT WORK’ DAWDLR TRAVEL ‘PROSUMERS’ A FEAST OF CONVERSATION WHAT IS IT? ‘NOT A QUICK BEER’ SAN MIGUEL We are no longer nourished but consumed WEB 2.0 SUICIDE MACHINE A response to information overload. Slow by what we’ve created... I see people in ARNADOTTIR CLOCK serves people’s desire to invest time in the retreat as much as they are in things that matter to them, and has created THE INTERNET OF THINGS advance now they have all this a polarisation in behaviour as people divide HOTMAIL’S ‘THE NEW BUSY’ information. their time between functionality and richness CLOUD APPRECIATION SOCIETY of experience. Sherry Turkle, Abby Rockefeller Mauzé Professor of the Social Studies at MIT WHO IS IT IMPACTING? WHERE IS THE TREND Everyone in developed nations where WHERE IS IT IN ITS LIFECYCLE? pressure to ‘know more’ is high HAPPENING? Everywhere in the developed and connected world Phase PLATEAU HOW HAS IT BEEN DEVELOPING? The Slow macrotrend has trickled into almost every aspect of popular culture: architecture, food, design, travel, news and, most recently, social networking, as people seek to counteract faceless online exchanges with meaningful experiences. Closely linked to Mass Customisation, brands are identifying early on whether customers are savourers or snackers. Time WEB 2.0 The average SUICIDE MACHINE American consumes 70% RELATED TRENDS 1 1,176,563 34 total people unfriended gigabytes of data 289,137 of people find the amount Simple Interfaces Hyperlocalisation Hyperawareness of Health Informed Consumerism of information available every single day “overwhelming” April 2010 August 2010 True Stories Social Rising Social Mass Participation Conscience Customisation CONTENTS 39
On Canvas8 Slow LEADERS 16/12/2009 FOCUS 01/07/2010 The kids are OK: uncovering the new breed of Gen Y A Feast of Comversation Amidst the misguided stereotype of a flippant, media-frenzied youth, Barrie Barton introduces A Feast of Conversation is a lunch event with a twist: attendees will be presented with a menu of the radically different Gen Y subset emerging in Australia who can be identified by five key conversation, intended to guide their discussion with the stranger sat next to them. behavioural patterns. REPORT 18/12/2009 FOCUS 17/08/2010 Slowing down: the impermanence backlash I Do Not Work We’ve covered the rise of impermanence as a rising cultural trend. Now we look at its antithesis: Work defines life in the 21st century – that is, for those who can get it. I Do Not Work identifies the slow movement, which has permeated the real world and is moving online, characterised by a new subculture: those who don’t fancy working, telling the stories of eight Italians who gave up skill, consideration and a distinctly human filter. work for happiness. REPORT 23/11/2009 QUICKFACTS 15/04/2010 Vinyl revival New modes of travel Vinyl sales in the UK and US have seen a slight rise in the last four years, small but significant. A study by Euro RSCG Worldwide has revealed that a new segment of consumers - the This revival of a format many dismissed as extinct highlights a consumer desire for something Prosumers - are adopting a different attitude to travel. tangible in a throwaway digital world. READ MORE CONTENTS 40
East/West WHAT ARE THE SIGNS? HUMAN FLESH SEARCH ENGINES COMMUNITY LIVING BARBIE STORE SHANGHAI SOLO YOUTH IN KOREA WHAT IS IT? THE RISE OF COSPLAY IN THE WEST The Easternisation of Western culture, and ANDROGYNOUS AESTHETICS vice versa, caused by shifting community There is every indication that the divisions BECKII CRUEL dynamics on and offline. The traditionally between the two worlds are eroding and that there is a borrowing of the benefits K-POP IN THE US Eastern focus on community and Western focus on individual are merging, driven largely and dangers of both, which is increasingly BRITNEY’S MANGA POP COVER by social networking and online behaviour. a part of the younger generation’s identity. It’s still embryonic, managed largely by the connection to online and offline communities, or through international networking sites. WHO IS IT IMPACTING? Web users participating WHERE IS THE TREND in online social activity Dr. Alex Gordon, IN ITS LIFECYCLE? Semiotician, Founder of Sign Salad and Canvas8 Thought Leader HOW HAS IT BEEN DEVELOPING? Phase China, home to the ‘human flesh search engine’, also spent $5bn on virtual goods in 2009 (customising avatars and tweaking EARLY Brand Me). In the West, online group interactions, such as crowdsourcing, and a renewed emphasis on local and community GROWTH projects, have seen awareness of the collective trickle into mainstream consciousness. On a micro scale, the ‘Otaku’ mindset continues to grow as cosplay and anime culture gain more of a mainstream foothold outside of Asia: the BBC’s documentary on Manx schoolgirl Time Beckii Cruel aired in the UK in August 2010. The UK RELATED TRENDS holds the Beckii Cruel’s WHERE IS IT GUINNESS WORLD RECORD for the biggest number CHANNEL HAPPENING? of video game character Asia, North America, Europe cosplayers in one place Brand Me Neo-tribalism Collaborative Living and Working has had 376 14,345,273 views to date CONTENTS 41
On Canvas8 East/West LEADERS 21/04/2010 FOCUS 27/05/2010 Chinese luxury and the Confucian conflict 1st Penguin China has the second largest luxury market in the world, and the youngest. Tom Doctoroff puts 1st Penguin is a popular cafe near Korea University that doubles up as a library for busy students the stats into context, touching on the complex issues affecting luxury consumer identity and the and reflects the fierce academic competition inherent in the country’s culture importance of brand localisation. REPORT 26/02/2010 FOCUS 25/05/2010 Monsters and Totems: rallying the global community Megahouse and collective living Dr Nic Crowe takes a look at the issues in transferring a product from East to West, identifying Megahouse is a city living concept by a group of Japanese architects and designers that the different cultural and behavioural patterns at play and the role of totems of community. repurposes empty urban space for rental and reuse by the entire population. REPORT 05/07/2010 FOCUS 27/01/2010 Burying taboo: shifting attitudes to death Ryokan New technology allows people to ‘live on’ digitally and pop cultural icons are re-appropriating Traditional Japanese Ryokan hotels have been around for hundreds of years – but their enduring death in an increasingly candid manner. Jenny Winfield identifies a more relaxed Western popularity with tourists makes a statement about Western definitions of luxury. approach to a traditionally awkward subject. READ MORE CONTENTS 42
Blended Reality WHAT ARE THE SIGNS? LEVEL 26 LAST CALL LAYAR ‘WE FEEL FINE’ TRACKDROPPING RFID TAGS POKEN INLINE RETAIL K-MART E-REVIEWS IN-STORE WHAT IS IT? GOOGLE FAVORITE PLACES Personally I hate the word digital, it says to me Online and offline worlds are no longer INTERNET OF THINGS ‘machines that are not part of our DNA’. As a separate entities. People have multiple GEOTAGGING consequence many think ‘digital’ strips us of our experiences in reality and virtuality, switching very souls, or that digital is not of us, and that WALKING THE EDIT between the two seamlessly, and choose digital does not live in our analog world. PICTURE THE IMPOSSIBLE to do so because it enhances their overall Therefore digital becomes but another experience. straight-line component, another silo in the silos of corporate culture and consumer life. WHO IS IT IMPACTING? Anyone with an internet connection Alan Moore, WHERE IS THE TREND Co-founder of SMLXL IN ITS LIFECYCLE? and Canvas8 Thought Leader HOW HAS IT BEEN DEVELOPING? Phase Media experiences increase in complexity in response to this sophisticated new WHERE IS IT PLATEAU mode of interaction. Time-shifting technology has enabled people to consume media on demand, revisiting content to follow alternate plotlines and find hidden rabbit holes they HAPPENING? may have missed on first viewing. This, in tandem with a desire amongst people to go Throughout the developed deeper, to feel empowered and experience more, has led to an evolution in interactivity. world, where the web is Time Location-aware services on smartphones add further layers of texture, making the switch considered a basic human between physical and virtual completely seamless. right The average time to 94 RELATED TRENDS 0 spent using The number of people 3 H simultaneously million who are TIME-SHIFTING Internet has grown TV 18% Mobile Living Informed Consumerism Simple Interfaces in the home 2009 2010 grew 9.8% to 3 hours and 41 minutes per month with the average user now time-shifting in Q1 2010 9 hours and 36 minutes per month. Codes of Collaborative Privacy and Control Conduct Living and Working CONTENTS 43
On Canvas8 Blended Reality LEADERS 01/12/2009 FOCUS 01/09/2010 It’s not about online and offline: it’s about blended reality Walking the Edit We no longer live in a world of distinct on- and offline activities. Rather than create a strategy of Walking the Edit is an ambitious interactive project bridging the gap between on and offline siloed campaign elements, brands should look at a bigger picture in which virtual and real co- media. Using a sophisticated editing algorithm and GPS-enabled iPhone app, users can exist in one symbiotic ecosystem. generate unique, personalised film sequences on-the-fly. LEADERS 14/07/2010 FOCUS 09/09/2010 Bricks and Clicks: delving into inline retail strategy Meet Eater There’s a false dichotomy between e-tail and retail. Building on Mandy Saven’s recent report, Meet Eater demonstrates how online interaction can affect offline change, by creating a social Michael Solomon takes a closer look at the mechanics of shopper interaction and technology’s networking plant that thrives on the love and attention of its friends. potential in the purchase process. LEADERS 18/05/2010 FOCUS 03/03/2010 Harnessing social media influence offline Football3s In the first of a two part series on inline retailing, Mandy Saven explores how online strategies Football3s is a real-time social fantasy football game, designed to be played online whilst and social media are manifesting in physical stores, as brands work with their online critics watching a corresponding live football broadcast on TV. rather than against them. READ MORE CONTENTS 44
Scrapbook For all the other interesting bits which aren’t quite TABS yet. Digital Gender Divide pink or ignoring them altogether. See Dea Latis, Barbie Computer Engineer, Women are ‘compulsive sharers’ and have deep relationships with the web Lady Geek TV, Ada Lovelace Day, Alyssa Milano’s Touch clothing line and as the facilitator of connections. Men are carrying their ‘every man for himself’ dubstep artists such as Cooly G and Ikonika. attitudes into the online space, adeptly moving between large numbers of sites, filtering for that which will improve their social standing. Many of the Public and Private most successful viral pieces of branded content online are humorous videos Public and private spaces are blurring. Truly private space is getting smal- created for men - even though women enjoy funny content and are more ler (see capsule hotels), people are increasingly sharing living space. Public inclined to share. Targeting women online can be complex, requiring long- space, including branded space is increasingly made to look private – cat term reciprocal relationship building, but represents a significant branding cafes in Japan, ‘Do it at home’ Tokyo Metro campaign and homely retail en- opportunity. vironments such as Anthropologie, WeSC and J.Crew. Doing so provides shoppers with permission to spend by establishing an emotional link at point Enterprise Everywhere of purchase. One of the positive spin-offs from the recession has been the improved sen- se of resourcefulness demonstrated by people the world over. We have seen Redefining Luxury a trend for philanthropic donations of time and skills from those in creative Where high-end meets the Attention Economy. The definition of luxury is shif- industries, with a focus on generation of ideas that require less and stretch ting from goods to services: luxury is no longer about ‘expensive’ because further. At the same time the emergence of a more discerning, questioning the concept of the components of value have changed, and people’s time is mindframe in business actions and a renewed focus on the basics of health, their most valuable asset. As a result, luxury will first and foremost involve an happiness and community. The creative community are championing develo- indulgence of time beyond the norm, and growing numbers of luxury brands ping nations, for their knack of producing killer solutions, and the enterprising are launching spas, hotels and restaurants with impeccably-curated expe- Gen Y spirit (specifically Neo-tribes). riences to satisfy a new generation of luxury consumers. We Are All Media Hard Candy Everyone’s an influencer, with lots of social network friends. People (as part Not tomboys, not girly girls... but somewhere in between. In spite of fierce of the Brand Me trend) are getting savvy about how to put this influence to debate, certain products – namely tech, sports and beer – are still marketed use for profit or social good - examples range from Dancin’ Brandin’, Room- to a male demographic, or else ‘repositioned’ for a female audience. Marke- service magazine, the ‘Bored At Work’ media channel to Facebook’s ‘Like’ ters are starting to realise they need to approach women with a more face- button. ted, subtle approach to messaging, rather than just daubing everything with CONTENTS 45
Explore Stats Reading M. Schreier, ‘The Value Increment of Mass Customized Products: An Why mass customisation isn’t mainstream Empirical Assessment’, Journal of Consumer Behavior, 2006 Letting Consumers Design Their Own Experiences: Case for the Mass Customization Model Mass-customisation.blogs.com 24 co-creation companies invade Facebook Independent.co.uk ’Custom’ is customary Mass Customisation Stats Reading Businessweek.com Hulu rumoured to go public, valued at 2 million Flip Camera Still Thriving Despite Apple Assault The Good Enough Revolution: When Cheap and Simple is Just Fine Donald Norman, ‘Living with complexity: why complexity is necessary’ (Chapter 1) Simple Interfaces Stats Reading edition.cnn.com Pew Research: Reputation Management and Social Media virtualgoodsnews.com California looks to outlaw online impersonation royal.pingdom.com The Razorfish Digital Brand Experience Report 2009 news.bbc.co.uk The 30 standard Facebook Profile Photo styles Facebook statistics Brand or Die. The downfall of the institution and the rise of the personal brand Brand Me Stats Reading biss.bissdigital.com Consumers love underdogs rasmussenreports.com The Feelgood Factor: The Kindness Offensive thebookseller.com retrevo.com Codes of Conduct CONTENTS 46
Explore Stats Reading utalkmarketing.com What does it mean to you, when Google says ‘Mobile First’? retailerdaily.com Living and Learning with New Media: Summary of Findings from the Digital Youth Project marketingwithnewtechnology.wordpress.com Informed Consumerism Stats Reading npicenter.com Exploring expectations beyond natural and organic guardian.co.uk The rising demand for ‘natural’ soft drinks Mintel Predicts 2010 Global Beauty Trends Marketers such as Starbucks discover that simple sells Boomers vs millenials and the drugs that define us Natural Mindset Stats Reading blogs.accaglobal.com Is the Blue planet truly going green? hopenhagen.org 2010 Green brands survey – What do Green consumers want? wpp.com The Eden Project The Ethical Consumer Sustainable Capitalism Stats Reading mobihealthnews.com IFTF Health and Health Care 2020 Signals & Forecasts Map networkworld.com Acceptability of a Personally Controlled Health Record in a Community-Based Setting Brain Health complex metaphorically built as left-brain and right-brain PSFK presents the ‘Future of Health’ Socialising Truman Hyperawareness of Health CONTENTS 47
Explore Stats Reading premisemarketing.com ctrlaltshift.co.uk geocaching.com conspiracyforgood.com en.cx streetspark.com london-marathon.co.uk Social Participation Stats Reading blog.nielsen.com Is Google Making Us Stupid? Kevin Kelly on the next 5,000 days of the web Understanding the Youth Attention Economy’ Attention Economy Stats Reading carbontrust.co.uk Pepsi Refresh Project Launches $1.3 Million “Do Good for the Gulf” Initiative coneinc.com Reputation RX Corporate Responsibility Report Facebook Pepsi Refresh page www.climateculture.com Ethical Marketing and the New Consumer Rising Social Conscience Stats Reading engadget.com What does it mean to you, when Google says ‘Mobile First’? communities-dominate.blogs.com Text messaging has twice the users of email, twice the size of television’ 2009 AdMob metrics report Yahoo! banks on mobile devices for future growth Mobile Living CONTENTS 48
Explore Stats Reading techcrunch.com Buddy Media Corporate Brand Manager Poll mediapost.com The rise of Hyperlocalism Creative communities. People inventing sustainable ways of living In DeHood, a social network for the neighborhood Reports of Designing the Hybrid City Hyperlocalisation Stats Reading aranetonline.com Consumers’ willingness to knowingly purchase counterfeit products efinancialnews.com Why Do Brand Stories Work? The Societal, Cultural and Physical Reasons why brandweek.com Survey Says Americans Respond to Online Advertising that Tells a Story Story is more powerful than the brand, best story wins True Stories Stats Reading webpronews.com Facebook Privacy Settings: Who Cares? itpro.co.uk Webroot survey 2010 pewinternet.org Study Reveals 75 Percent of Individuals Use Same Password for Social Networking and Email readwriteweb.com Russian Hackers threaten the world Privacy and Control Stats Reading businessweek.com Pew Internet: Reputation Management and Social Media online.wsj.com Cone Inc. and AMP Insights, 2010 marketingcharts.com rubypseudochatchat.blogspot.com Neo-tribalism CONTENTS 49
Explore Stats Reading esa.un.org A modern answer to the Commune cohousing.org Diggers and Dreamer’s guide to communal living in Britain 7 ways to have more by owning less Reports of Designing the Hybrid City Collaborative Living and Working Stats Reading hmi.ucsd.edu The Attention Economy: An Overview suicidemachine.org Investors Business Daily. ‘So, that explains the headache’ slowdesign.org The Anti–Red Bull: A Drink to Calm You Down Sherry Turkle on the BBC (Digital Revolution Rushes Sequence) Slow Stats Reading community.guinnessworldrecords.com In a virtual world, China’s consumers beat the US youtube.com ‘Britney Spears appears on Pop Magazine cover with manga styling’ Beckii Cruel: Isle of Man schoolgirl is anime star China’s Cyberposse East/West Stats Reading blog.nielsen.com ‘Solar Powered Augmented Contact Lenses Cover Your Eye with 100s of LEDs’ Nielsen 3 screen report Q1 2010 Blended Reality CONTENTS 50
About Canvas8 WHAT WE DO We provide a range of services from a subscription to our desktop resource to detailed trend briefings, reports, presentations and workshops. If you would like to find out more about any of Canvas8’s TABS, whether in the form of an inspiring presentation or bespoke report, or find out what else Canvas8 works with brands and agencies to help them better we can do, please contact our Head understand their audience’s mindset, identify evolving cultural of Sales and Marketing Oliver Chubb trends and combine people insights with commercial application. (Olly@canvas8.com). We mine a rich seam of intelligence from our network of industry insiders and globally recognised Thought Leaders, supplemented by our team of rockstar academics. Our research is used to inform strategy, inspire product development, develop CSR, and underpin marketing and communications. In the case of the latter it helps ensure consistency of message and ensures common understanding between client and agency. We’ve been fortunate enough to work with the likes of Nokia, Coca-Cola, The Post Office, Ford and Channel 4 as well as numerous leading agencies including AMV, Engine, Mother, Naked Connumications and Universal McCann. CONTENTS 51
www.canvas8.com

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Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010

  • 1.
    keeping TABS { Trends + Anthropology + Brands + Strategy { September 2010
  • 2.
    Welcome Thanks to: CREDITS Chris Arnold, Joel Backaler, Barrie Barton, Marco Bevolo, Lori Bitter, Fiona Buckland, Amitava Chattopadhyay, Elizabeth Churchill, Lars Cosh-Ishii, Nic Crowe, Glynn Davis, Krystal D’Costa, Marc De’ath, Jason Della Welcome to Canvas8’s keeping TABS, a biannual summary of the most important trends and Rocca, Christy Dena, Sara Diamond, Tom drivers currently influencing global consumer culture written for an audience of brands and ad Doctoroff, Kristina Dryza, Alex Gordon, Dale agencies. Herigstad, David Jennings, Toby Kay, Daniela Krautsack, Meena Kadri, Ramsey Khoury, We’re aware that most of you will be familiar with some of this content. The purpose of keeping Gerd Leonhard, Trevor Lloyd-Jones, Andrew TABS is not to sketch out crystal ball predictions, but to put the last six months of global culture Losowsky, Brian Merchant, Kate Mew, Monocle, into a usable context. Whilst we first identified some of these trends over six months ago, they Alan Moore, Don Norman, David North, Daniel nevertheless continue to have a profound impact on global behaviour. Nye Griffiths, Clay Parker Jones, Neil Perkin, Joseph B. Pine, Ruby Pseudo, PSFK, Mary Lou We’ve trawled academic journals, panned the gold from hundreds of pop culture and industry Quinlan, John Ryan, Jean-Robert Saintil, Marian blogs, and probed the minds of globally recognised Thought Leaders before stepping back and Salzman, Mandy Saven, Baba Shiv, Arvind piecing it all together. The map on the following page is the result of this analysis. Singhal, Michael Solomon, Ysanne Spevack, Springwise, Luciana Stein, Ed Stocker, Danny Each of the TABS is supported by case studies, statistics and the consumer groups most Taewoo Kim, TED, Ana Terzi, Trendwatching, affected; we’ve described mindsets where possible, but good old-fashioned demographics are Fabrizio Valente, Mark Vanderbeeken, Ilya often used for clarity’s sake. All external sources along with some excellent further reading can Vedrashko, Sheila Wan, Richard Watson, be found at the back. And finally, the Scrapbook: for all the other interesting bits which aren’t WGSN, WIRED, Faris Yakob, Mio Yamada. quite TABS yet. DESIGN I hope you draw as much inspiration from reading this document as we have in putting it by Margherita Gaffarelli together. Prod it, pass it around and scribble on it – and please do let us know what you think: www.apricot-juice.com/meg keepingtabs@canvas8.com Warmest wishes, Debbi Evans, Canvas8 Editor 2
  • 3.
    Contents 2 Welcome 4 TABS Map 5 Mass Customisation 7 Simple Interfaces 9 Brand Me 11 Codes of Conduct 13 Informed Consumerism 15 Natural Mindset 17 Sustainable Capitalism 19 Hyperawareness of Health 21 Social Participation 23 Attention Economy 25 Rising Social Conscience 27 Mobile Living 29 Hyperlocalisation 31 True Stories 33 Privacy and Control 35 Neo-tribalism 37 Collaborative Living and Working 39 Slow 41 East/West 43 Blended Reality 45 Scrapbook 46 Explore 51 About Canvas8
  • 4.
    TABS Map TABS Mass Rising Social Customisation Conscience Simple Mobile Interfaces Living Brand Me Hyperlocalisation Codes True Stories of Conduct Informed Privacy and Consumerism Control Natural Neo-tribalism Mindset Sustainable Collaborative Capitalism Living and Working Hyperawareness Slow of Health Social East/West Participation Attention Blended Economy Reality Related to CONTENTS 4
  • 5.
    Mass Customisation WHAT ARE THE SIGNS? CHOCOMIZE ADIDAS SYO TESCO MOBILE SHOPPING APP ME & GOJI NETFLIX BUILD-A-BEAR RED MOON PET FOOD SHOEDAZZLE WHAT IS IT? BUILDABRAND DESIGN A TEA The mass market approach of considering If you travel on business, you want one PANDORA.COM GRANNIES INC. consumers as a homogenous group is truly thing from the airline, the hotel, the BENE FURNITURE GHOSTLY DISCOVERY over. People approach brands differently each rental car company, the restaurants you NIKE iD JIBBITZ ‘MY DENIM, MY MUSIC’ time they interact with them – their personal frequent, and so forth. Bring your MSI FX600 LAPTOP moods, mindsets, experiences are constantly spouse with you, and suddenly in a state of flux, as are their needs and all of those requirements expectations. change. Bring the kids along, and they change again. WHO IS IT IMPACTING? WHERE IS THE TREND Technologically advanced and Joseph B. Pine, IN ITS LIFECYCLE? interested Gen X and Gen Y Author of Mass Customization: the new frontier in business competition PEAK Phase HOW HAS IT BEEN DEVELOPING? Brands are finally moving away from demographics; consumers are being targeted in their transient, flighty need states (but importantly, are not being defined by them) with intuitive and exciting ways to customise products, services and experiences. Brands are honing in on what consumers really want with a subtler understanding of their preferences – or allowing individuals to shape each product for themselves. Blank canvases can be intimidating: giving people accessible tools to personalise their products has Time tipped this growing trend into the mainstream. not a new concept but in revival with mobile RELATED TRENDS Consumers would pay The value of Moonpig* 67% WHERE IS IT up to HAPPENING? Globally 100% MORE Privacy and Control Simple Interfaces for a customised product 2009 2010 *the online personalised greetings card service Brand Me Slow CONTENTS 5
  • 6.
    On Canvas8 MassCustomisation REPORT 17/07/2009 FOCUS 01/03/2010 Variable service makes constant customers Ponoko Universal, fixed design and prescribed service models may appear to reinforce brand identity - By enabling creators to connect directly with the closest local fabricators, Ponoko promotes the but such predictability can be uninspiring. The key to an exceptional customer experience, says localisation and democratisation of the manufacturing process and taps into a revived interest Kristina Dryza, lies in variability. for DIY design. LEADERS 20/10/2009 FOCUS 12/02/2010 Mass customisation: you never step into the same river twice [me] & goji With choice fatigue, an expectation of personalised service and the changing needs of every [me] & goji are a small artisan company creating custom blends of breakfast cereal. The broad individual from moment to moment, how can brands cater to consumers, stand apart in a appeal of this seemingly niche product is testament to the consumer desire for personalised crowded market and watch their costs? Thought Leader Joe Pine has the answer. goods with expert personality. FOCUS 07/09/2009 FOCUS 14/09/2010 Customised retail 4Food What can retailers do to attract their target demographic? Glynn Davis explores how brands are 4Food is a chain of healthy, natural and customisable fast-food restaurants. New Yorkers can adapting stores in Germany and the UK, but cautions against alienating potential customers with fully customise their (locally-sourced) burger online, or using the iPad menus, and promote it via too niche an offering. social networks in exchange for discounts. READ MORE CONTENTS 6
  • 7.
    Simple Interfaces WHAT ARE THE SIGNS? ING DIRECT RED MARKET GOOGLE DASHBOARD VAGE KINDLE PEEK TWIFFICIENCY WHAT IS IT? FONYOU BANK SIMPLE Presented with a myriad of options, APPLE iPHONE AND iPAD consumers are suffering from choice fatigue. TEXT 2.0 SIXTH SENSE People are making decisions to help them People do not want simplicity – what they really simplify and streamline their lives, spurred THE EYE BY DoCoMo BMW iDRIVE want is understanding. People don’t want to give on by economic austerity. The Simple trend up the power. What they are against is is about intuitive interfaces and complex being confused. filters. It is not about ‘basic’. WHO IS IT IMPACTING? Don Norman, Co-founder of Nielsen Norman Group WHERE IS THE TREND Everyone in developed nations and former VP, Apple IN ITS LIFECYCLE? where pressure to ‘know more’ is high (Gen X, GenY) Phase PLATEAU HOW HAS IT BEEN DEVELOPING? Simple means giving people the tools to help them reassess their priorities and understanding that these priorities will differ between customers. The Simple trend is most evident in the development of technology products, but can also be used SIX EIGHT-STUD SIX EIGHT-STUD Time to shape creative thinking. Brands (particularly in the technology LEGO BRICKS LEGO BRICKS sector) are starting to provide clearly presented, easily digestible information to help consumers make informed decisions. Simple is can be rearranged into can be rearranged into about manageability, limited options, streamlining and ease of use: RELATED TRENDS making form and function work together. WHERE IS IT HAPPENING? Slow Privacy and Control Blended Reality The developed world, where choice is abundant and consumers are overloaded different combinations with complex information Mass Informed Mobile Living Customisation Consumerism CONTENTS 7
  • 8.
    On Canvas8 SimpleInterfaces REPORT 05/03/2010 FOCUS 04/08/2010 Is that a tastemaker in your pocket? Mobile and filtering fonYou As the gatekeeper to the mass of data and applications, smartphones are the multitasking, fonYou is an award-winning Spanish mobile telephony brand which offers users a useful and multipurpose widget of the present and the future. Ilya Vedrashko explores the ways mobile innovative way of managing all their mobile phone activity, rather than just bills, from one place technology can manage and filter the vast amounts of content available. on the web. REPORT 08/09/2010 FOCUS 29/07/2010 Don Norman: Living with Complexity PILO: location, filters and relevance Don Norman, one of Business Week’s ‘27 Most Influential Designers’, talks about the role of PILO is a Swedish prototype location service with more relevant filtering than its predecessors, design in communicating complexity, not complication, and the importance of playfulness. tracking mobile user movements over time to build up patterns. However, early tests raise some issues around commercial opportunity. REPORT 28/09/2009 FOCUS 26/08/2010 The rise of simple tech A Bit More While companies such as Apple and Microsoft are vying to create the ultimate one-stop device, Breville’s toasters have a unique feature that is becoming a usability design classic. The ‘A Bit Canvas8 tracks the rise of simple tech at the other end of the market; a curiously thriving More’ button solves a problem so simple and obvious it needs no explanation. In fact, many cite segment where excess features are not an option. it as the primary reason for purchase. READ MORE CONTENTS 8
  • 9.
    Brand Me WHAT ARE THE SIGNS? FLATTR WHUFFIE BANK FARMVILLE TRACTOR SALES MYSPACE LAYOUTS FACEBOOK ‘LIKE’ HANGING OUT AT THE MAC STORE WHAT IS IT? The relationship one has with friends is BRAND TATTOOS MYBRANDZ.COM Individuals are more aware of their image about history and personal heritage, and CLAUDIA ROGGE’S ‘HUMAN PATTERNS’ and social media has put control firmly in about experiences, and in this online space their hands. Whether for commercial or COLLEGE STUDENTS ‘brand me’ or ‘brand us’ will become a ‘ICING’ EACH OTHER social purposes they carefully curate and relationship of friendship as well as optimise their personal image across a commercial transaction. BUILDABRAND multitude of channels. In an increasingly participatory society, social currency plays a key role – it’s not just about peer reviews of products, it’s about peer reviews of peers. People ‘like’ brands – but they are no longer ‘fans’. Brand Me links Dr. Alex Gordon, closely to We Are All Media (see Scrapbook). Semiotician, Founder of Sign Salad and Canvas8 Thought Leader WHERE IS THE TREND WHO IS IT IMPACTING? IN ITS LIFECYCLE? WHERE IS IT Tweens Teens Twentysomethings HAPPENING? PEAK Phase Asia, Europe, South America, USA HOW HAS IT BEEN DEVELOPING? Always-on connectivity and instant status updates via handsets make the management of Brand Me a full time consideration. The Time introduction of geolocation services for smartphones has added another layer to this macrotrend, as people continue to define themselves with where, not just who, they are - posting visual updates of nights out, or tagging locations is a way of demonstrating expertise or cool. Brands who enable this communication, or share the values people seek to project, will be chosen to represent them. d RELATED TRENDS The average facebook user The Chinese 2 billion since 2008 is connected to spent tweets More than a The UK spent $5bn over 1billion 320,000 80 .me names tweets $800 Social Participation Codes of Conduct Privacy and Control on virtual goods in 2009 million have been registered, making it the fastest selling community pages, December 2009 May 2010 top level domain ever groups and events Neo-tribalism Mass Customisation True Stories CONTENTS 9
  • 10.
    On Canvas8 BrandMe REPORT 20/09/2010 FOCUS 26/01/2010 Moderating Brand Me: why Facebook fails us The Whuffie Bank New social networks Diaspora and Hibe counteract the blanket approach to Brand Me found on The Whuffie Bank has launched a new currency based on reputation with the aim of rewarding Facebook. Jenny Winfield dissects the components of online identity and explains why a faceted creative and favourable online behaviour. The non-profit company was recognized as one of the approach to social networks is long overdue. 50 most innovative startups in 2009 by TechCrunch. REPORT 22/03/2010 FOCUS 15/07/2010 Beyond Facebook: social networking trends in Brazil, India and China Flattr A recent map of social networks reveals the spread of the US giant. But in some territories, ‘You have to give to get’. So preaches Flattr, the Swedish peer micropayment system from other networks cling resolutely to their user stronghold. Is this mere chance, or does it tell us former Pirate Bay chief Peter Sunde. It’s still in beta, but gaining traction - most recently with two something about cultural preferences? major German newspapers. LEADERS 20/01/2010 FOCUS 02/09/2010 Digital identity management – what is reality and why should we care? Buildabrand Image matters. And as the once-exclusive tools of impression management filter out to the digital Buildabrand is a service offering businesses of all sizes, and individuals, the ability to create masses, Michael Solomon documents some emerging behavioural strands and their potential a brand from scratch. It taps into mainstream awareness of personal branding as a result of impact on brand messaging, both on and offline. exposure to marketing messages. READ MORE CONTENTS 10
  • 11.
    Codes of Conduct WHAT ARE THE SIGNS? TROLLING SEXTING POST SECRET TOKYO METRO ‘DO IT AT HOME’ SURGING POPULARITY OF HERITAGE BRANDS GERTRUDE AND ALICE’S HOMELY WHAT IS IT? SYDNEY BOOKSHOP Physical codes of conduct, initially mimicked There’s no doubt in my mind that kindness PENGUIN CLASSICS SALES online, are being modified in the digital space is the new currency. As life becomes DDB’S GROWN-UP PLAYLAND tougher, which I’m afraid it’s going to do, FOR McDONALD’S and impacting real-world behaviour, which being generous to your fellow man will PRINGLES TMI OVERSHARERS CAMPAIGN has become noticeably more playful and open. keep the world afloat. CHAT ROULETTE MEIN MAGAZINE As online activity is increasingly recognised as VIRGIN’S PHONE ETIQUETTE part of Brand Me, people are improving their DR. PEPPER STATUS digital etiquette. TAKEOVER Eugenie Harvey, WHO IS IT IMPACTING? Founder of WeAreWhatWeDo and 10:10 particularly WHERE IS THE TREND All internet WHERE IS IT users Gen Y and Boomers IN ITS LIFECYCLE? HAPPENING? Globally, particularly in more Westernised societies where social sharing is rife HOW HAS IT BEEN DEVELOPING? Phase Gen Y are comfortable revealing personal thoughts, feelings and opinions online, but are increasingly judicious in how they are STRONG accessed - particularly now that so many parents are online. People post visual proof of activity rather than statements of intent, GROWTH negating the need for ‘shouty’ updates. Brand spaces are increasingly soft and familial and there’s a renewed respect for ‘proper’ manners. Being outspoken and opinionated is the new norm, but there’s a palpable awareness that rudeness can leave indelible traces Time on reputation. in 2009 32% RELATED TRENDS 75% of people regret something they’ve posted online. 23% of American Sales of This rises to of people adults Penguin classics 59% 54% Privacy and Control Social Participation have used the anonymity of the web to lash out at companies or brands think the population is getting less civilised experienced DOUBLE DIGIT GROWTH Brand Me Rising Social Blended Reality iPhone users under 25s Conscience CONTENTS 11
  • 12.
    On Canvas8 Codesof Conduct REPORT 16/04/2010 FOCUS 31/03/2010 Manners maketh a market The Apology Line Last year, in the midst of a global recession which brought unemployment and foreclosure in its The Apology Line is an experimental art project: a freephone number that people can call to wake, Penguin Classics’ sales were their best ever in every territory. Fiona Buckland wonders leave an anonymous confession. After massive interest from the UK public, the artists now want why. to expand the concept to the US. REPORT 08/02/2010 FOCUS 17/02/2010 Public by default ChatRoulette Attitudes to privacy have evolved along with the explosion in social media, and the resulting The website ChatRoulette, which connects strangers randomly across the globe, has become a interplay reflects the maturation of a new, informed kind of trust that rests on mutual exchange of sensation. Its lack of regulation exposes online social behaviour in its rawest form. information between consumers and brands. REPORT 19/04/2010 FOCUS 20/09/2010 The ignorance industry: hysterical or horrifying? Center of Phone Etiquette In an era of information overload, ‘outrageous and provocative’ virals can help brands cut Please Shut Up is a website on a mission to save us from the horrors of bad mobile phone through the clutter. At the same time audiences may find these high-risk, high reward brand etiquette, offering people a place to vent anger, name and shame offenders and establish a strategies either ‘hysterical or horrifying.’ recognised code of conduct. READ MORE CONTENTS 12
  • 13.
    Informed Consumerism WHAT ARE THE SIGNS? SMART ENERGY METERS PEER-TO-PEER INFORMATION SHARING DAYTUM WHEREISMYMILKFROM SAFEWAY FOOD FLEX WHAT IS IT? GOOGLE GOGGLES SHOPSAVVY People are looking to make increasingly There will be more ‘e-breed’ customers, YELP STICKYBITS ECO INDEX informed (but crucially, not always rational) which means that the same customer might TOKYO’S N BUILDING do very deep informed research for some decisions both prior to and at point of sale. TESCO FINDER APP TALES OF THINGS products, but make very impulsive For brands, providing comparative analysis NUTRICATE RECEIPTS decisions for others according to their and transparent information creates trust and personal preferences and situation. FRITO LAY CHIP TRACKER generates goodwill. Fabrizio Valente, WHO IS IT IMPACTING? Retail consultant and CEO, KikiLab Those who Those who WHERE IS THE TREND believe in an participate in it open information WHERE IS IT IN ITS LIFECYCLE? despite reservations economy (Gen X and Gen Y) HAPPENING? Globally – more economically and technologically developed nations PEAK HOW HAS IT BEEN DEVELOPING? Phase What began as a way for businesses to boast of eco credentials has set a global retail agenda, and consumers want to know more both about the products they’re buying and the brands they’re buying from. Smartphones are playing a key role in the shift, allowing shoppers to check packaging, product and pricing information simultaneously in-store and online. Geolocation software Time enables smarter filtering for relevance and proximity. People rely on peer product reviews – and trust in non-branded aggregators of information is building. spreading with smartphones Approximately RELATED TRENDS up from 92% of consumers During Xmas 2009 20% 45% 43% 40%rs value their own research over pe of shop abandoned of smartphone owners Hyperlocalisation Simple Interfaces Slow Natural Mindset a sales person’s advice purchases when unts coupons or disco look at third-party or consumer reviews couldn’t be easily of a product while in store obtained. look for retailer Hyperawareness Rising Social Mobile Living True Stories 2008 or product coupons of Health Conscience CONTENTS 13
  • 14.
    On Canvas8 InformedConsumerism LEADERS 14/07/2010 FOCUS 30/07/2010 Bricks and Clicks: delving into inline retail strategy The Eco Index There’s a false dichotomy between e-tail and retail. Building on Mandy Saven’s recent report, A major consortium of brands and retailers are getting together to agree a universal eco labelling Michael Solomon takes a closer look at the mechanics of shopper interaction and technology’s standard for apparel, which takes the entire product lifecycle – including marketing – into potential in the purchase process. consideration. Why have no luxury labels signed up? LEADERS 19/05/2010 FOCUS 09/06/2010 Get inline: new retail technology and geolocation Interactive W Magazine In part two of her report, Mandy Saven unearths the most inspiring and innovative stores Luxury magazine W’s first Shopping Issue in April 2010 had fully interactive mobile ads running incorporating new technologies into their brand experience. Be wary, she concludes, that throughout, supported by an extensive outdoor campaign in affluent New York City. strategies provide depth and utility as well as wow factor. FOCUS 18/12/2009 FOCUS 03/09/2010 N Building Frito-Lay Chip Tracker In a new project, the facade of the commercial N Building in Tokyo has been covered in QR In the US, Lay’s crisps are grown and produced locally. To highlight this, PepsiCo created the codes, which can be unlocked with a simple iPhone app to receive up-to-date information on ‘Frito-Lay Chip Tracker’, which allows customers to trace the origins of their beloved snack. stores inside. READ MORE CONTENTS 14
  • 15.
    Natural Mindset WHAT ARE THE SIGNS? BIOMIMICRY IN PRODUCT DESIGN GEOX ‘BREATHING’ BUILDING R&SIE ARCHITECTS TERRARIUM TREND WHAT IS IT? SNOG, MARRY, AVOID? Natural and additive-free have become ‘STRAIGHT EDGE’ YOUTH A stringent avoidance of the artificial in all part of the consumer’s health and NATURAL & HOLISTIC walks of life, seeking out experiences and wellness vocabulary, and we’re HEALTH REMEDIES products with a definitive, plausible origin seeing growth in every category. GLAMPING (rooted in nature or science), being engaged The natural trend is here to stay. RFID AUTHENTICATION OF WINE at a higher level and compelled to act within the boundaries of truthfulness and honesty. NATURAL PET FOOD KAREN MAGAZINE David Jago, Director of Innovation and Insight, Mintel WHO IS IT IMPACTING? Everyone who is frustrated by transient, WHERE IS THE TREND fake interactions and experiences WHERE IS IT IN ITS LIFECYCLE? HAPPENING? Asia, North America, UK as a backlash against ‘plastic’ culture Phase HOW HAS IT BEEN DEVELOPING? STRONG GROWTH Consumer choice and spend is being reassessed. Social kudos can be gained by living less consumptively and developing an interest in cradle-to-cradle design concepts. People are reconsidering their environment in terms of substance and sustainability, from food and holidays to healthcare and the urban landscape. Architecture and product design draw increasing inspiration from the Time natural world in terms of functionality and aesthetics. 1 Use of the words The total number of RELATED TRENDS to cosmetic surgery grew from 5,705 pure purely procedures 3,013 decreased by 9% purity Rising Social Hyperawareness Informed Year-on-Year Conscience of Health Consumerism in 2009 on consumer food 2008 2009 produts in the USA in the USA Hyperlocalisation Sustainable True Stories Capitalism CONTENTS 15
  • 16.
    On Canvas8 NaturalMindset REPORT 11/11/2009 FOCUS 03/07/2009 Consuming beauty: the nutricosmetics market Growing local, foraging and the rise of the co-op The burgeoning field of nutricosmetics looks set to gain considerable traction in Western and Consumers of organic food are loathe to give it up, regardless of cost. What this means, says emerging markets. Two industry experts identify the consumer drive behind the trend and outline Ysanne Spevack, is the rebirth of resourcefulness in the US and UK: growing your own, foraging, the opportunities for brands. and co-op schemes with friends and neighbours. LEADERS 12/05/2010 BLOGHUNTER 22/10/2009 Brazilian luxury goes back to nature Pepsi Raw From architecture to art and travel to food; some of the Brazilian upper classes are now looking Pepsi UK has stepped up in the soda wars with its new drink – Pepsi Raw. According to the for a less polished type of sophistication. Trend expert Luciana Stein investigates the behavioural company, it has dropped artificial preservatives and sweeteners and is made from natural and economic drivers behind this shift. sources such as apple extract, plain caramel coloring and tartaric acid from grapes. FOCUS 18/12/2009 FOCUS 15/06/2010 The anti-label label Twig Terrariums, and other small worlds First Starbucks went local and now clothing is turning away from brand-heavy slogans and New York’s Twig Terrariums make tiny worlds full of whimsy and humour. Beyond their role as towards a discreet and logo-less aesthetic. What consequences could this pattern have for the a memoir of nature, however, these miniatures also touch upon underlying trends in both the brands and the brand name cachet? consumer and business psyche. READ MORE CONTENTS 16
  • 17.
    Sustainable Capitalism WHAT ARE THE SIGNS? PUMA’S CLEVER LITTLE BAG UPS’S GPS REPROGRAMMING SLIM CHAMPAGNE BOTTLES STELLA ARTOIS’ BOTTLE REDESIGN WHAT IS IT? MARKS & SPENCER EGG TRACKER FRITO-LAY CHIP TRACKER The creation of a business model that SUN CHIPS ECO PACKAGING understands and respects the triple bottom Doing good is good business. This THE WALMART SUSTAINABILITY INDEX line of people, planet and profit. It is about is not about charity or altruism. This CONSPIRACY FOR GOOD responsibility and longevity. Sustainable is about doing something that is CHINA’S SUSTAINABLE ENERGY PROGRAMME Capitalism’s watershed moment came in effective and efficient. SAINSBURY’S KEEPING BEES 2006 with Al Gore’s Oscar-winning An CHINA’S DONGTAN ECO-CITY Inconvenient Truth and has accelerated through the recent economic COLALIFE KARMA CUP COOP WINE recession and people’s increasing desire to do something inherently Sir Martin Sorrell, good and ‘right’. Chief Executive Officer of WPP Group WHO IS IT IMPACTING? WHERE IS THE TREND Everyone - developed and WHERE IS IT IN ITS LIFECYCLE? developing nations alike HAPPENING? Globally Phase HOW HAS IT BEEN DEVELOPING? STRONG The economic downturn has meant people now expect major multinationals to do what they, as individuals, can’t afford to make GROWTH happen, and on a scale that they can’t achieve. Brands who eschew this responsibility are vilified. Businesses no longer have full control over their brand and, thanks to the internet, both their good and bad behaviour is made public. People are looking for businesses to demonstrate values, not just claim their alliances. Time d 2 RELATED TRENDS The Chinese government There are 35% of consumers have laid out a 6,172,8220 say they will spend more on ‘green’ in the coming year US$585bn citizens of Hopenhagen def. Hyperlocalisation Natural Mindset a movement set up around the 2009 COP 15 conference to unite nations plan to invest in with hope for policy change low carbon technologies Social Rising Social True Stories Participation Conscience CONTENTS 17
  • 18.
    On Canvas8 SustainableCapitalism LEADERS 24/03/2010 FOCUS 08/07/2010 CSR from an Indian perspective Panera Cares Café The Indian economy is poised to grow on a strong, sustained basis for years to come: it is time Panera is a bakery and café with 1400 outlets across America. In May they made the decision to for a new look at corporate social responsibility. In the context of current and future challenges, trial a not-for-profit model within one branch. The Panera Cares Café is so successful that they how do young Indian consumers see CSR? are now extending the strategy to two new locations. REPORT 19/03/2010 FOCUS 10/06/2010 Embracing the new philanthropy SunChips eco packaging In spite of good intentions, consumers value cost savings over planet saving, and they expect PepsiCo have replaced their SunChips packaging with 100% compostable material. While major multinational companies to do what they can’t. customers have criticised the new packaging for being ‘less tactile’ and ‘too noisy’, others have lauded PepsiCo as pioneers. FOCUS 01/07/2010 FOCUS 22/03/2010 Karma Cup ColaLife The annual BetaCup Challenge seeks to uncover creative ways of reducing paper cup ColaLife is an initiative which aims to use Coca Cola’s far-reaching global distribution to carry consumption. This year’s winner, Karma Cup, not only eliminates the cup entirely, but gives you ‘social products’ such as oral rehydration salts and medicines to developing countries. an incentive to do so: the possibility of free coffee. READ MORE CONTENTS 18
  • 19.
    Hyperawareness of Health WHAT ARE THE SIGNS? MEDWATCH HEALTH APPS SENIORBRIDGE SKYPE VIDEO CONSULTATIONS FOR ELDERS WEBMD.COM CURETOGETHER WHAT IS IT? PEPSICO NUTRITION LAB HEALCAM The ability for people to test themselves The popularity of organic food, holistic living IMPLANTABLE ANTENNA FOR MONITORING effectively will change the healthcare IN-VIVO CHEMICAL REACTIONS and attention to personal mental health has industry. Focus will be taken away from sharpened individual focus on daily wellbeing, HEART ATTACK GRILL PATIENTSLIKEME.COM in-clinic testing and placed upon fuelled by mobile monitoring apps and access LE WHIF THISISWHYYOUREFAT.COM self-analysis. to like-minded communities online. At the MAPPINESS THECARROT.COM most basic level, people want to know what 23ANDME BIOINFORMATICS.ORG they’re consuming and what impact it will have on their health, as an Piers Fawkes, MICROSOFT HEALTH VAULT extension of Informed Consumerism and Natural Mindset. President, PSFK WHO IS IT IMPACTING? WHERE IS THE TREND WHERE IS IT IN ITS LIFECYCLE? Boomers Gen X Smartphone users HAPPENING? Primarily North America, Europe (early Phase growth), Asia STRONG HOW HAS IT BEEN DEVELOPING? GROWTH The obesity epidemic and marginalisation of the elderly in society has led to a search for new diagnostic solutions integrated into daily life. Social fitness and wellbeing apps encourage on-the-fly management of increasingly personal bodily functions (sleep apnea, ovulation), as well as providing detailed nutritional and health-related product information. The beauty and food industries have Time adopted more ‘medical’ brand messaging. Rise in online patient communities providing support and therapy for fellow sufferers. by 2015 RELATED TRENDS 21% 60% of Americans of Smartphone owners Slow Natural Mindset have downloaded a fitness-related app will have electronic health records Informed Rising Social Consumerism Conscience CONTENTS 19
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    On Canvas8 Hyperawarenessof Health LEADERS 03/02/2010 FOCUS 14/09/2010 Design thinking and the healthy society 4Food As debate rages around US healthcare reform, Sara Diamond examines the role of the design, 4Food is a chain of healthy, natural and customisable fast-food restaurants. New Yorkers can technology and creative industries in creating a society of user-centric healthcare and individual fully customise their (locally-sourced) burger online, or using the iPad menus, and promote it via wellbeing. social networks in exchange for discounts. LEADERS 28/04/2009 FOCUS 08/09/2010 Data are beautiful things CureTogether From social networks to art galleries, data visualisations are everywhere. Sara Diamond CureTogether.com is a website that allows users to keep track of their health. The free service evaluates the importance of these intuitive, uniquely human interpretations of complexity and matches people with similar symptoms and conditions, allowing them to interact anonymously. their cultural and business benefits. REPORT 08/06/2010 REPORT 17/09/2010 More than mirrors: identity, beauty and changing cosmetics retail Technology, community and self-diagnosis Beauty regimes and perceptions of the self are more than an effect of straightforward image Individuals are now able to monitor every aspect of their physical and mental health. Sleeping, consumption. We explore how retail environments have evolved to fit the consumer desire for a eating, exercise and social activities can be analysed in real time and shared with a like-minded more holistic, scientific beauty experience. community. But what does this mean for brands? READ MORE CONTENTS 20
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    Social Participation WHAT ARE THE SIGNS? CONSPIRACY FOR GOOD PICTURE THE IMPOSSIBLE GEOCACHING.COM ENCOUNTER NEEDLE IN A HAYSTACK WHAT IS IT? As we strive to move away from cookie-cutter DARPA RED BALLOON CHALLENGE CLIMATECAMP Mass social participation is embraced as the sameness, individuals’ opinions, points of view, or unique thoughts can spark connection. We see it NEIGHBORGOODS STREETSPARK antidote to information isolation and overload. Directly linked to Rising Social Conscience, across all types of communities, whether THE BIG LUNCH we are seeing an important shift from a ‘me’ grassroots or corporate-sponsored, SOCIAL INNOVATION CAMP GOOD GYM to a ‘we’ culture. Technology facilitates offline virtual or rooted in physical space. ENABLED BY DESIGN personal interaction rather than creating a The more eclectic and interesting, CTRL.ALT.SHIFT barrier to it. Many examples of Social Participation achieve broad the more it thrives. Funny how an A FEAST OF STRANGERS social goals as well as contributing to a sense of personal gain. emphasis on ‘I’ leads to a more coherent sense of we. WHO IS IT IMPACTING? Patrice Martin, Author of Ideo Patterns’ ‘The ‘I’ in community’ WHERE IS THE TREND IN ITS LIFECYCLE? Gen X Gen Y as facilitators WHERE IS IT HAPPENING? PEAK Phase Europe, North America. Japan, China and India (strong growth) HOW HAS IT BEEN DEVELOPING? Technology is being harnessed to enable relationships, both in the physical and the virtual, and used to intelligently elicit chance encounters. Gen Y love creating and taking part in mass participation activities and use visual diaries to build social currency. Time Individuals from creative communities volunteering time to collate ideas and design tools for cohesive offline change. The physical and virtual treasure hunt Encounter had RELATED TRENDS 4 People who finished the New York marathon There are 165,000 81% 4-5 MILLION 70,000 36,856 vs 43,660 geocachers Rising Social Collaborative Codes of Conduct of US Gen Y worldwide Conscience Living and Working have volunteered in the past year 2009 2010 2005 2009 players across Eastern Europe Blended Reality Brand Me Mobile Living Hyperlocalisation CONTENTS 21
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    On Canvas8 SocialParticipation LEADERS 24/03/2009 FOCUS 14/12/2009 From Me to Wii The DARPA red balloon challenge With the media screaming tales of doom and economic woe what can your brand do to support The recent DARPA balloon challenge was set to discover how people interact with social media the shift from ‘me’ to ‘Wii’? Alex Gordon looks into the semiotics of recession and the consumer for team building and collaboration on widescale, time-critical and complex tasks. backlash to selfish individualism. LEADERS 28/07/2010 FOCUS 19/01/2010 Activism, technology and cultural specifics Picture the Impossible Sara Diamond talks to Canvas8 about technology, politics and ideas of global/local. She In the face of flailing news sales, the Rochester Democrat and Chronicle launched a hyperlocal discusses Canada’s ties to documentary, the importance of enabling self-representation and game with major brand sponsorship aimed at strengthening community bonds and encouraging Twitter’s opinion-forming role at the recent G20 summit. creativity and charity. REPORT 17/02/2010 FOCUS 11/05/2010 What are the triggers for mobilising people? LeapAnywhere To understand the forces at work in mobilising large groups it is important to recognise the LeapAnywhere is a part social network, part listings site that aggregates cool volunteer behavioural triggers for joining them in the first place. How can brands mobilise groups to their opportunities around London in a bid to make social participation more fun and competitive. We benefit and engage people with their brand? spoke to founder Malcolm Scovil. READ MORE CONTENTS 22
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    Attention Economy WHAT ARE THE SIGNS? TOKYO YAKULT SWALLOWS RED BULL BULLETIN DREAMING IN MONO NIKE TRUE CITY ING DIRECT CAFÉS GOOGLE ADSENSE READ IT LATER WIDGETS WHAT IS IT? NY-Z ABSOLUT VODKA HERO108 Context + meaning = cultural value; without THE WONDERFACTORY People are increasingly information and it brands turn onto the slip road called ‘EUROSTAR’ SOMERS TOWN stimulus rich but consequently time and ‘irrelevance’ and park up against the sign GUARDIAN ZEITGEIST attention poor. Media can be accessed marked ‘obsolescence’ without a NEXT MEDIA’S NEWS CLIPS anywhere, in a multitude of formats. Irrelevant petrol station in sight. ‘MINIMALISH’ SHORT interruptions are unwelcome. Context is ATTENTION SPAN PAINTINGS everything and time is people’s most precious UNBEATABLE (CHINA) commodity, evidenced by the rise in simultaneous media use and savouring of down-time. Alan Moore, Co-founder of SMLXL and Canvas8 Thought Leader WHO IS IT IMPACTING? WHERE IS THE TREND Anyone living in a connected society WHERE IS IT IN ITS LIFECYCLE? HAPPENING? Always-on societies, both East and West PEAK Phase HOW HAS IT BEEN DEVELOPING? Media requiring deep concentration are no longer valued as highly as people learn the benefits of selective attention. There’s an increasing awareness of the value of ‘my time’ and more discerning attitudes towards brands competing for this time. Transmedia storytelling introduces brands in a richer context with deeper levels of engagement and interaction. Relevant brands that are allowed k Time in gain more affinity. 0 RELATED TRENDS e 8.5 hours Adults are exposed to screens Americans (TVs, cellphones, computers, GPS devices) for about of internet users B consume media multitask 100,000 words 57% accessing TV and internet simultaneously at home True Stories Slow per day on average for an average of 2 hours and 39 minutes every month on any given day Brand Me Mobile Living CONTENTS 23
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    On Canvas8 AttentionEconomy REPORT 22/10/2009 FOCUS 05/07/2010 Wireless society and the awareness economy Guvera The latest sea change in technology could be sitting in your pocket right now. Trevor Lloyd Jones Guvera is an innovative music service which makes advertisers pay for downloads in exchange investigates Near Field Communication and its impact on the mobile and advertising industries. for several minutes of fans’ attention. Following its launch in Australia, it’s now arrived Stateside. LEADERS 23/06/2010 FOCUS 22/04/2010 The brand as transmedia story Pedro & Maria The system that brands operate in is still largely defined by mass media comms – a straight line Pedro & Maria is an interactive branded entertainment telenovela which will enable fans to vote approach to non-linear thinking. Alan Moore makes the case for a more fractured, participatory on plot direction through social media channels. It will be co-produced by MTV and Procter & approach to brand identity. Gamble. REPORT 12/03/2010 FOCUS 03/08/2010 Addressing contemporary media use Rider in a red coat People are increasingly accessing multiple types of content simultaneously. Transmedia expert A French multimedia comic for CAP3B, a family-friendly tourist destination, uses print, Christy Dena evaluates the importance of advertising campaigns that recognise contemporary smartphone technology and video content to enhance rather than detract from the locally- media use behaviours. inspired story. READ MORE CONTENTS 24
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    Rising Social Conscience WHAT ARE THE SIGNS? GROWN BY US PEPSI REFRESH WHUFFIE BANK LEAP ANYWHERE WHAT IS IT? CHASE COMMUNITY GIVING A growing backlash against ‘greed culture’ Customers want to transact with MOBILE MOVEMENT coupled with a genuine desire to do something companies that do the right thing and make responsible environmental GIVE A DAY GET A DISNEY DAY wholesome and ‘give something back’. It has also been referred to as the ‘moral reset’. choices. IFWERANTHEWORLD Transparency, fuelled by the immediacy of OBAMACLOCK technology and the global reach of media has CAUSEWORLD led to a more informed consumer and an affection for brands with Jo Fox, morally defensible values that people want to identify with. Deputy Director of The Bigger Picture for Sky Broadcasting WHO IS IT IMPACTING? WHERE IS THE TREND Western world Developing world WHERE IS IT IN ITS LIFECYCLE? as suppliers of as consumers commodities HAPPENING? Globally Phase HOW HAS IT BEEN DEVELOPING? STRONG Public denunciation of bankers’ bonuses by government and media, growth in charitable actions and support of companies who GROWTH uphold a moral code. Refocusing behaviour to fit a ‘we’ not ‘I’ mentality, increasing consideration of how something is produced, not just what is produced, as a component of brand value. Rising appreciation of ethical rather than simply environmental policies, benchmarking practices such as Fairtrade and seeking products with goodness built in, not added on. Time Consumers RELATED TRENDS 2 f 1 4 in say they will take who would switch to a brand associated with a ‘good cause’ The Pepsi Refresh out o 3 their custom elsewhere 79% application on Facebook people say 66% HAS HAD MORE THAN Collaborative Living and Sustainable Capitalism Natural Mindset Codes of Conduct it is important 11m Working to buy from if they feel environmentally a company’s ethical voters responsible reputation is not up companies to scratch 1993 2010 Hyperlocalisation Informed Slow Hyperawareness Consumerism of Health CONTENTS 25
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    On Canvas8 RisingSocial Conscience REPORT 10/03/2010 FOCUS 08/07/2010 Guilty pressures: getting people to give Panera Cares Cafe Whether it’s a picture of suffering children or a reproachful slogan, guilt has long been used in Panera is a bakery and café with 1400 outlets across America. In May they made the decision to charity campaigns. But exactly how guilty do you need to make someone feel before they reach trial a not-for-profit model within one branch. The Panera Cares Café is so successful that they for their wallet? are now extending the strategy to two new locations. LEADERS 28/07/2010 FOCUS 09/07/2010 Activism, technology and cultural specifics Conspiracy For Good Sara Diamond talks to Canvas8 about technology, politics and ideas of global/local. She Conspiracy For Good (CFG) is Nokia’s latest transmedia campaign, showcasing the Ovi discusses Canada’s ties to documentary, the importance of enabling self-representation and platform through interactive theatre, mobile, music and physical participation – with an anti- Twitter’s opinion-forming role at the recent G20 summit. corporate focus that taps into the zeitgeist. REPORT 08/04/2009 FOCUS 14/09/2010 The times they are a-changin’ Open Planet Ideas Declining charitable donations, increased demand for their services and record numbers of Open Planet Ideas is a crowdsourcing joint initiative by the WWF and Sony. The aim is to volunteers. What does being charitable mean for consumers and brands in 2009? harness ideas on the environment and technology; the end result, a synergy of suggestions by the crowd and the expert panel, will reach prototype stage. READ MORE CONTENTS 26
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    Mobile Living WHAT ARE THE SIGNS? WORKING NOMAD MOBILE.ME MXIT SQUARE OBOPAY TWITTER FAST FOLLOW FOURSQUARE GOWALLA WHAT IS IT? LAYAR AUGMENTED REALITY The future of media will Mobile is changing the world more than be information consumed MEGAHOUSE PROCESSAWAY the internet ever could. It has liberated on superphones while on MOBILE BANKING IN AFRICA people, enabling them to make major the go. SMSONE MEDIA decisions around living, education, work, communication and consumption - they GOOGLE’S ‘MOBILE FIRST’ STRATEGY can be on the move, live anywhere and Rob Glaser, TXTEAGLE 0.FACEBOOK yet still be plugged in and perform effectively. This trend has Chairman of RealNetworks accelerated with the growth of smartphones, making it easier and more cost effective to connect to the internet than ever before. WHERE IS THE TREND The Finnish SMS IN ITS LIFECYCLE? WHO IS IT IMPACTING? There are An estimated 73% 5 billion user base is active mobile PEAK Phase of the global population subscriptions 90% HOW HAS IT BEEN DEVELOPING? the global population is of the total Time Improved connectivity and data speeds, changing 6.8 billion population attitudes to IP and greater multimedia capabilities have led to a growth in always accessible media on handsets. The role of semantic data in determining context will become increasingly important as people look to filter and simplify. In the developing world, mobile is a great equaliser: many places will go from RELATED TRENDS no internet to mobile internet. Those without smartphones still rely heavily on SMS for communication with loved ones and 49% More people of Kenya’s SEND TALK ON A business in their local community - whether farming alerts or EMAIL than mobile banking services. bank accounts MESSAGES LANDLINE Informed are mobile Social Simple Interfaces Participation Consumerism WHERE IS IT HAPPENING? Truly globally WORLDWIDE Attention Collaborative Hyperlocalisation Blended Reality Economy Living and Working CONTENTS 27
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    On Canvas8 MobileLiving REPORT 24/05/2010 FOCUS 17/12/2009 Courting chance: the importance of serendipity in a networked world Obopay As we move into an age of blended reality characterised by tighter networks and filters, the need A mobile payment system based in the US with plans for global expansion which enables phone to elicit chance encounters has become more important than ever. It’s time to reassess what owners to send funds via SMS and mobile internet. serendipity really means and why it’s relevant now. REPORT 03/08/2009 FOCUS 17/08/2010 SMS and emerging markets Mobile Shopping Sitges 2010 In an interview with Canvas8, Director of Product Management, EMEA for mBlox Johan An innovative partnership between Telefonica, La Caixa bank and Visa will allow shoppers to pay Lindstrom shares his views about the SMS industry, its relevance to emerging markets and why with their phones at 500 retailers in the town of Sitges until October 2010. It’s the biggest NFC they’re not scared of smartphones. payment trial to date in Europe. REPORT 02/07/2010 FOCUS 11/12/2009 Nose to screen: interacting with smartphone ads SMSOne Media Mobile marketing is an industry facing huge growth as consumers spend more time and money Necessity breeds ingenuity: this micro-local news service gets vital information to rural villages on mobile. As the feud between Google and Apple heats up, we take a closer look at advertising in India, via a combination of SMS alerts and word of mouth. in the smartphone industry. READ MORE CONTENTS 28
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    Hyperlocalisation WHAT ARE THE SIGNS? KAREN MAGAZINE NEIGHBORGOODS GEOLOCATION GAMES SMSONE INDIA HEROEX MILLAU VIADUCT SERVICE STATION WHAT IS IT? PICTURE THE IMPOSSIBLE HIPPO SNACKS’ TWITTER A focus on local community, local produce DELIVERY NETWORK and local news - accessed online or off - and REGIONAL ACCENTS IN JAPANESE resulting in new product development which Will that product work everywhere or is VENDING MACHINES caters to a community or region. it about finding other localities that are KIT KAT REGIONAL FLAVOURS appropriate twins because of similar MCDONALD’S ‘SWISS WEEKS’ conditions? Is it temperature, cultural USHAHIDI COURS EN VILLE TWITZIP practices, historical legacies or GOOGLE FAVORITE PLACES population that link with your STARBUCKS 15TH AVENUE WHO IS IT IMPACTING? own? Those fazed by globalisation (and seeking to establish Sara Diamond, genuine connections) WHERE IS THE TREND President of OCAD University, Ontario and Canvas8 Thought Leader IN ITS LIFECYCLE? HOW HAS IT BEEN DEVELOPING? PEAK Phase Technology is helping people reconnect with those close by - whether through sites like NeighborGoods or location-based services Foursquare and Gowalla. Media giants AOL, Google and CNN continue to invest heavily in local news networks, and Starbucks are working with Yahoo to launch their own community sites across the US. Recognising the appeal, brands such as Kit Kat have started developing products for niche markets - and some have come under fire for ‘localwashing.’ Global chain retailers have decentralised budgets, enabling branches to introduce local stock and customise their interiors to suit community identity. Time AOL’s local news Most effective ways to engage a local audience: RELATED TRENDS network Patch has just launched its WHERE IS IT 100 th SITE 69% 62% 59% HAPPENING? Globally Collaborative Living and Rising Social Conscience Informed Consumerism Working and plans to launch 400 more by December local content on websites print ads events Natural Social Slow Mobile Living Mindset Participation CONTENTS 29
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    On Canvas8 Hyperlocalisation REPORT 29/03/2010 FOCUS 13/07/2010 Geolocation and the city Hippo’s Twitter-powered delivery network 2010 has been predicted to be the year of location. In this report, we consider how geolocation India has several million local shops, or Kirana stores, which serve the mainstream market daily. can change social interaction, individual experiences and the perception of urban space, and Tracking local requirements is a daunting task, but Parle Agro have uncovered a creative way of how brands can become a part of this radical change. getting customers to solve the problem. REPORT 30/10/2009 FOCUS 11/02/2010 Logging on to meet up: building communities with tech Heroex Before social networking came along, people would pop round to see their neighbours, shoot Heroex is an e-tail startup based in San Francisco that delivers almost anything - from the breeze, maybe borrow a cup of sugar. Now, however, a new breed of virtual services are headphones to toilet paper - within an hour, coordinated through a network of local ‘Delivery encouraging real world human contact. Heroes’. FOCUS 08/04/2010 FOCUS 11/12/2009 Kit Kat goes hyperlocal in Japan Kites: The Remix Nestle is expanding their strategy of niche flavours to include a new range of hyperlocal culturally Kites became the first Bollywood film to break into the US Weekend Top Ten. Released one specific tastes for the Japanese market. week later, Kites: The Remix is an international version that cuts the running time down to a Hollywood-friendly 90 minutes. READ MORE CONTENTS 30
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    True Stories WHAT ARE THE SIGNS? THE SECRET DIARY OF STEVE JOBS PASS THE BATON TALES OF THINGS NOSTALGIC ADS WHAT IS IT? M&S PENNY BAZAARS Stories engage us on a cultural, societal and ACIDE MACARON The consumer search for brands that physical level. We respond to stories because ZAPPOS demonstrate authentic, transparent behaviour we’re wired to. It’s how we teach our children, it’s EXPLOSION OF THE ARTISAN with personality, and communicate this how we learn and it’s how we animate our desires ART GAMES PACKABOOK honestly - warts and all - across all platforms so that others will comply. Stories – the good, the BOMPAS & PARR and brand touchpoints. An engaging story bad and the inconceivably stupid – are PUMA SOCIAL which communicates a human brand is not the imperfections in brands and their enough - it needs to carry deeper meaning and purpose. actions that make them believable, lovable and human. Stephen Denny, WHERE IS THE TREND WHO IS IT IMPACTING? Influence Strategist IN ITS LIFECYCLE? and founder of ‘Decision triggers’ Brand Environmentally Gen Y aware Gen X conscious Boomers WHERE IS IT HAPPENING? Phase US, UK, France. Contracted sense of STRONG ‘global’ means stories can be truly followed GROWTH by everyone’ HOW HAS IT BEEN DEVELOPING? Closely linked to Sustainable Capitalism, True Stories is powered by a corporate search for purpose, as brands strive to Time communicate heritage as well as flexibility in providing dynamic solutions to broad social, environmental and ethical issues. The use of narrative or careful curation communicates the personality of the brand and gives it a human energy. long term trend a RELATED TRENDS In the UK 50% 67% of people between the ages of of 18-34-year-olds 18 and 24 family-run business now accounts for are likely to read and act upon Informed Consumerism Attention Economy Neo-tribalism advertising that contains story-like information 30% of GDP would take a pay cut to work for a about the brand socially responsible company Sustainable Brand Me Slow Natural Mindset Capitalism CONTENTS 31
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    On Canvas8 TrueStories LEADERS 23/12/2009 FOCUS 30/11/2009 The psychology of enchantment Pass the Baton We bring the year to a close with a somewhat festive take on semiotics. In an interview, Thought Located in a high end Tokyo shopping complex, Pass The Baton is an innovative retail concept Leader Alex Gordon dissects the lasting impact of fairy tales on the popular psyche and their which relies on the appeal of personal histories - celebrity and otherwise - to sell quality second importance to brands in the current climate. hand goods. REPORT 12/07/2010 FOCUS 14/07/2010 Telling aversion: consumer resistance to brand stories Virgin Human Nature Collection Dipak Nayar explores the underlying consumer perceptions that feed into resistance to brands Virgin Holidays have launched a new range of ‘holidays with balance’, which incorporate care for and advertising, revealing differences between how people relate to brand fictions and how they people and planet at every level without compromising on comfort. relate to other incarnations of pop culture. REPORT 25/09/2009 FOCUS 17/06/2010 Can self-deprecating branding work? The Mortified Shoebox Show As the informality of the web proliferates, and openness and honesty are emphasised as key The Mortified Shoebox Show is a lo-fi internet series in which everyday people and celebrities to winning over consumers in the digital age, could this be the time for brands to let down their reveal the angst-ridden moments or geekdom that characterised their younger selves. guards and show a little vulnerability? READ MORE CONTENTS 32
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    Privacy and Control WHAT ARE THE SIGNS? PROLIFERATION OF THE ‘GLOBAL VILLAGE’ TRUSTED FILTERS PILO SIMPLIFICATION OF FACEBOOK SETTINGS WHAT IS IT? Fundamentally, privacy is about having GOOGLE DASHBOARD ICANSTALKU.COM HACKERS ON PLANET EARTH CONFERENCES A heightened awareness of the importance control over how information flows. It’s about BRANDED HOTEL ROOMS BLIPPY of controlling private data, and companies’ being able to understand the social setting in access to that data: a refusal to accept ‘public order to behave appropriately. To do so, HOUSE PARTY GECKO MINI BARS by default’ settings. Stricter management people must trust their interpretation DIASPORA of Brand Me and a rise in invite-only social of the context, including the people networks. At the same time, experimenting in the room and the setting. When with inviting brands into private spaces. they feel as though control has been taken away from them, they scream privacy foul. WHO IS IT IMPACTING? Danah Boyd WHERE IS THE TREND Specialist in online communities, Microsoft and Yahoo! Anyone who accesses the internet and IN ITS LIFECYCLE? consumes news (Gen X, Gen Y, Boomers) WHERE IS IT HAPPENING? Phase Globally HOW HAS IT BEEN DEVELOPING? STRONG GROWTH The most skilled internet users are the most frequent privacy control managers. Contrary to popular belief, youth are far from apathetic and want to know what they are sharing. There’s rising mistrust in a ‘Big Brother’ society and data collection, translating to a mistrust of brands. The rise of geotagging and location-based services fuel further privacy concerns as data networks are mapped Time onto physical space - however, there is increasing evidence that people are willing to share data in exchange for relevance and utility. of frequent Facebook RELATED TRENDS users aged 18-19 More than half 71% 53% changed their settings 4 OR MORE TIMES 81% of smartphone of between 2009 and 2010 of social network 18-29-year-olds owners users limit what they share online in order to project as opposed to 26% Simple Interfaces Codes of Conduct allow anyone within their network their ideal identity are worried about a loss of privacy to see their recent activity as a result of geotagging across the same period in 2008-9 Blended Reality Brand Me Mass Customisation CONTENTS 33
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    On Canvas8 Privacyand Control REPORT 28/06/2010 FOCUS 29/07/2010 Avon calling: the future of brands in personal spaces PILO: location, filters and relevance Online, consumers are leading increasingly public social lives. How is this affecting our PILO is a Swedish prototype location service with more relevant filtering than its predecessors, definitions of privacy in physical spaces, such as the home? tracking mobile user movements over time to build up patterns. However, early tests raise some issues around commercial opportunity. REPORT 08/02/2010 FOCUS 21/01/2010 Public by default Blippy Attitudes to privacy have evolved along with the explosion in social media, and the resulting Blippy is a social spending start-up that answers the question “what are your friends buying?” by interplay reflects the maturation of a new, informed kind of trust that rests on mutual exchange of broadcasting credit card transactions via Twitter. Controversial? Certainly. Clever? Definitely. information between consumers and brands. REPORT 23/09/2009 FOCUS 29/06/2010 Close to you: intimacy and proximity in the wireless age Hunch How do you touch people in a contactless age? Daniel Nye Griffiths looks for clues in the Hunch’s unique user traffic had multiplied by 40 within the first six months of launch. We analyse predominantly Asian phenomena of Lovegety and Bluedating, positioning them as precursors to why the site’s pledge to provide a more personalised, fun and intuitive search experience augmented reality. appeals – and how brands can benefit. READ MORE CONTENTS 34
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    Neo-tribalism WHAT ARE THE SIGNS? MOVEMENTS SUCH AS FIXED GEAR, DUBSTEP, NEW FOLK VICE MAGAZINE THE OBAMA INAUGURATION FACEBOOK DIRECT PHOTO UPLOAD WHAT IS IT? ORANGE ROCKCORPS BBM Niche is normal and diversity is cool. People no Youth apathy breeds from irrelevance, ‘BLANK SLATE’ CLOTHING - UNIQLO AND longer identify with a single tribe or subculture, nothing else. AMERICAN APPAREL but rather pride themselves on moving fluidly STATE FARM BANKING ‘WE FEEL FINE’ between various disparate groups, cementing their membership to each by demonstrating Ruby Pseudo, understanding and appreciation of a common Gen Y trends consultant and subject. Groups are no longer defined through beliefs, values or a Canvas8 Thought Leader desire for rebellion (Gen Y have little to fight against) but through appearance, form and genuine knowledge (eg musical genre). HOW HAS IT BEEN DEVELOPING? WHERE IS THE TREND WHO IS IT IMPACTING? IN ITS LIFECYCLE? Although belonging is still important, it’s the championing of individuality by teens that is key. We’re seeing them Teens and twentysomethings finding break from a pack mentality and embrace new groups, ideas, their identities and identities to build a fluid, multifaceted ‘Brand Me’. The sense Phase of entitlement is strong; risk taking is encouraged, not feared STRONG and so job-hopping is becoming more common – meaning GROWTH WHERE IS IT Gen-Yers are always on the ball and open to new opportunities. This generation’s savviness elicits a strong desire for control HAPPENING? over their ‘assets’ – hyperawareness of privacy and copyright Time Mainly UK, USA, Australia are now common. RELATED TRENDS 70% When asked to select words to describe how they feel about the future, of American Y GEN high-schoolers 81% of Gen Ys selected 65% chose job-hop every hopeful optimistic East/West Brand Me True Stories 18 months plan to start up their own companies CONTENTS 35
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    On Canvas8 Neo-tribalism LEADERS 30/06/2010 REPORT 11/06/2010 Aesthetics not politics: contemporary teenage tribes How Jaegermeister got in with Spain’s hipsters Are the parameters and polemics at play in constructing a youth subculture the same as they The recent success of Jaegermeister in Spain is a beautiful story. It’s a tale of sex, alcohol and were 60 years ago? Ruby Pseudo investigates, touching on drugs, dubstep and disenchantment rock and roll – or, if you prefer, a for once decent use of brand ambassadors to win over a hostile among UK youth. market. REPORT 01/06/2010 FOCUS 24/08/2010 We’re the same, me and you: the next phase of brand collaboration Gravity Discerning consumers are increasingly looking for brands to demonstrate a more faceted, Gravity is a social network which entered public beta in March 2010. Its goal is to deliver a anthropological understanding of who they are. Here we explore brands whose collaborative “truly personalised experience on the web” by bringing like-minded people together around approach appeals to our senses without needing an explanation. conversation topics. REPORT 24/06/2010 FOCUS 03/06/2010 ‘Don’t stop believing’: Glee, Gleeks and nerdy cool BBC Switch and youth content Dr Nic Crowe documents the changing nature of ‘cool’, from the rise of train track braces in David Smith works for BBC Switch, producing The 5:19 Show. We interviewed him about the Thailand to Cosplay in France and the hit musical TV show which has the young - and not-so- type of content he helps create, curate and commission for an audience of 12-to-17-year-olds. young - in its geeky thrall. READ MORE CONTENTS 36
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    Collaborative WHAT ARE THE SIGNS? Living and Working CARTICIPATE RIDE-SHARING APP GLONET CONFERENCE AT FUTUREEVERYTHING MEGAHOUSE THIRD DOOR STARBUCKS IDEA GENERATION WHAT IS IT? TABLOID TOKYO CROWDSPRING Closely linked to the hyperlocal trend, we are A role model of how communities work RISE OF OPEN SOURCE seeing bustling fragmented cities spilling out most efficiently lies in the South of DESIGNLIBRARY ISTANBUL into niche community groups, working closer Europe. Where the city doesn’t act, local HUB WORKING together and sharing space. It’s fuelled by communities react. By living, working BEST BUY BLUE LABEL the Gen Y work ethic (awareness of Brand and interacting within communities, LOCAL MOTORS Me, job-hopping), and collaborative working people help each other and thereby online (crowdsourcing). enhance the sociological urban development. WHO IS IT IMPACTING? Daniela Krautsack, Founder of Cows in Jackets and city WHERE IS THE TREND Busy, urban-dwelling technology lovers branding expert IN ITS LIFECYCLE? HOW HAS IT BEEN DEVELOPING? The global urban population Phase for the first time is projected to hit Public spaces - particularly in cities - have been evolving to in 2009 69% STRONG respond to people’s desire to interact and work together, often GROWTH just over with strangers. The number of communal residences has increased, the number of people 50% and the gated community model has spread outside of the US to globally living in Turkey and Eastern Europe. There’s been a renewed emphasis on urban environments Time public working and community spaces - particularly libraries, which surpassed have seen a spate of high-end renovation globally - and growing the rural population. numbers of individuals now host private dining clubs. Parallel industries are increasingly working in tandem. Online behaviour is also 2010 2050 encouraging the focus on community; crowdsourcing shows no sign RELATED TRENDS of slowing, and recent months have seen an increase in crowdfunding of US cohousers sites, particularly for social projects. Video conferencing and calling tools are increasingly sophisticated and allow for globally connected 64% share 2-5 meals a week remote working. 26% 8% 2% Hyperlocalisation East/West Social Participation WHERE IS IT HAPPENING? share 1 share1-3 share Globally a week a month all meals Mobile Living Rising Social Blended Reality Conscience CONTENTS 37
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    On Canvas8 CollaborativeLiving and Working LEADERS 18/12/2009 FOCUS 07/09/2010 Futureproofing the shopping mall: urban convergence and the wow factor HafenCity So what should landlords, retailers and brands do in the long term to ensure shopping centres HafenCity is Hamburg’s newest district. Its planners, who aim to finish it by 2025, are are must-visit destinations? First and foremost, the emphasis needs to be shifted firmly away employing environmental psychology to avoid the common pitfalls associated with modern living from just retailing product. environments. REPORT 24/05/2010 FOCUS 25/05/2010 Courting chance: the importance of serendipity in a networked world Megahouse and collective living As we move into an age of blended reality characterised by tighter networks and filters, the need Megahouse is a city living concept by a group of Japanese architects and designers that to elicit chance encounters has become more important than ever. It’s time to reassess what repurposes empty urban space for rental and reuse by the entire population. serendipity really means and why it’s relevant now. FOCUS 06/03/2009 FOCUS 20/05/2010 The spread of gated communities Swatch Art Peace Hotel The luxury interiors, swimming pools and markets of gated communities in new EU member The Swatch Art Peace Hotel in Shanghai is a unique concept, combining a retail environment states are evidence of an affluent middle class, whose lifestyle ambitions rival those in the West. and a hotel exclusively for guest artists from around the world. The commercial area opens in Jean-Robert Saintil spots a market opportunity. May 2010, the hotel in August. READ MORE CONTENTS 38
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    Slow WHAT ARE THE SIGNS? CALM DRINKS NPD ‘I DO NOT WORK’ DAWDLR TRAVEL ‘PROSUMERS’ A FEAST OF CONVERSATION WHAT IS IT? ‘NOT A QUICK BEER’ SAN MIGUEL We are no longer nourished but consumed WEB 2.0 SUICIDE MACHINE A response to information overload. Slow by what we’ve created... I see people in ARNADOTTIR CLOCK serves people’s desire to invest time in the retreat as much as they are in things that matter to them, and has created THE INTERNET OF THINGS advance now they have all this a polarisation in behaviour as people divide HOTMAIL’S ‘THE NEW BUSY’ information. their time between functionality and richness CLOUD APPRECIATION SOCIETY of experience. Sherry Turkle, Abby Rockefeller Mauzé Professor of the Social Studies at MIT WHO IS IT IMPACTING? WHERE IS THE TREND Everyone in developed nations where WHERE IS IT IN ITS LIFECYCLE? pressure to ‘know more’ is high HAPPENING? Everywhere in the developed and connected world Phase PLATEAU HOW HAS IT BEEN DEVELOPING? The Slow macrotrend has trickled into almost every aspect of popular culture: architecture, food, design, travel, news and, most recently, social networking, as people seek to counteract faceless online exchanges with meaningful experiences. Closely linked to Mass Customisation, brands are identifying early on whether customers are savourers or snackers. Time WEB 2.0 The average SUICIDE MACHINE American consumes 70% RELATED TRENDS 1 1,176,563 34 total people unfriended gigabytes of data 289,137 of people find the amount Simple Interfaces Hyperlocalisation Hyperawareness of Health Informed Consumerism of information available every single day “overwhelming” April 2010 August 2010 True Stories Social Rising Social Mass Participation Conscience Customisation CONTENTS 39
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    On Canvas8 Slow LEADERS 16/12/2009 FOCUS 01/07/2010 The kids are OK: uncovering the new breed of Gen Y A Feast of Comversation Amidst the misguided stereotype of a flippant, media-frenzied youth, Barrie Barton introduces A Feast of Conversation is a lunch event with a twist: attendees will be presented with a menu of the radically different Gen Y subset emerging in Australia who can be identified by five key conversation, intended to guide their discussion with the stranger sat next to them. behavioural patterns. REPORT 18/12/2009 FOCUS 17/08/2010 Slowing down: the impermanence backlash I Do Not Work We’ve covered the rise of impermanence as a rising cultural trend. Now we look at its antithesis: Work defines life in the 21st century – that is, for those who can get it. I Do Not Work identifies the slow movement, which has permeated the real world and is moving online, characterised by a new subculture: those who don’t fancy working, telling the stories of eight Italians who gave up skill, consideration and a distinctly human filter. work for happiness. REPORT 23/11/2009 QUICKFACTS 15/04/2010 Vinyl revival New modes of travel Vinyl sales in the UK and US have seen a slight rise in the last four years, small but significant. A study by Euro RSCG Worldwide has revealed that a new segment of consumers - the This revival of a format many dismissed as extinct highlights a consumer desire for something Prosumers - are adopting a different attitude to travel. tangible in a throwaway digital world. READ MORE CONTENTS 40
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    East/West WHAT ARE THE SIGNS? HUMAN FLESH SEARCH ENGINES COMMUNITY LIVING BARBIE STORE SHANGHAI SOLO YOUTH IN KOREA WHAT IS IT? THE RISE OF COSPLAY IN THE WEST The Easternisation of Western culture, and ANDROGYNOUS AESTHETICS vice versa, caused by shifting community There is every indication that the divisions BECKII CRUEL dynamics on and offline. The traditionally between the two worlds are eroding and that there is a borrowing of the benefits K-POP IN THE US Eastern focus on community and Western focus on individual are merging, driven largely and dangers of both, which is increasingly BRITNEY’S MANGA POP COVER by social networking and online behaviour. a part of the younger generation’s identity. It’s still embryonic, managed largely by the connection to online and offline communities, or through international networking sites. WHO IS IT IMPACTING? Web users participating WHERE IS THE TREND in online social activity Dr. Alex Gordon, IN ITS LIFECYCLE? Semiotician, Founder of Sign Salad and Canvas8 Thought Leader HOW HAS IT BEEN DEVELOPING? Phase China, home to the ‘human flesh search engine’, also spent $5bn on virtual goods in 2009 (customising avatars and tweaking EARLY Brand Me). In the West, online group interactions, such as crowdsourcing, and a renewed emphasis on local and community GROWTH projects, have seen awareness of the collective trickle into mainstream consciousness. On a micro scale, the ‘Otaku’ mindset continues to grow as cosplay and anime culture gain more of a mainstream foothold outside of Asia: the BBC’s documentary on Manx schoolgirl Time Beckii Cruel aired in the UK in August 2010. The UK RELATED TRENDS holds the Beckii Cruel’s WHERE IS IT GUINNESS WORLD RECORD for the biggest number CHANNEL HAPPENING? of video game character Asia, North America, Europe cosplayers in one place Brand Me Neo-tribalism Collaborative Living and Working has had 376 14,345,273 views to date CONTENTS 41
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    On Canvas8 East/West LEADERS 21/04/2010 FOCUS 27/05/2010 Chinese luxury and the Confucian conflict 1st Penguin China has the second largest luxury market in the world, and the youngest. Tom Doctoroff puts 1st Penguin is a popular cafe near Korea University that doubles up as a library for busy students the stats into context, touching on the complex issues affecting luxury consumer identity and the and reflects the fierce academic competition inherent in the country’s culture importance of brand localisation. REPORT 26/02/2010 FOCUS 25/05/2010 Monsters and Totems: rallying the global community Megahouse and collective living Dr Nic Crowe takes a look at the issues in transferring a product from East to West, identifying Megahouse is a city living concept by a group of Japanese architects and designers that the different cultural and behavioural patterns at play and the role of totems of community. repurposes empty urban space for rental and reuse by the entire population. REPORT 05/07/2010 FOCUS 27/01/2010 Burying taboo: shifting attitudes to death Ryokan New technology allows people to ‘live on’ digitally and pop cultural icons are re-appropriating Traditional Japanese Ryokan hotels have been around for hundreds of years – but their enduring death in an increasingly candid manner. Jenny Winfield identifies a more relaxed Western popularity with tourists makes a statement about Western definitions of luxury. approach to a traditionally awkward subject. READ MORE CONTENTS 42
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    Blended Reality WHAT ARE THE SIGNS? LEVEL 26 LAST CALL LAYAR ‘WE FEEL FINE’ TRACKDROPPING RFID TAGS POKEN INLINE RETAIL K-MART E-REVIEWS IN-STORE WHAT IS IT? GOOGLE FAVORITE PLACES Personally I hate the word digital, it says to me Online and offline worlds are no longer INTERNET OF THINGS ‘machines that are not part of our DNA’. As a separate entities. People have multiple GEOTAGGING consequence many think ‘digital’ strips us of our experiences in reality and virtuality, switching very souls, or that digital is not of us, and that WALKING THE EDIT between the two seamlessly, and choose digital does not live in our analog world. PICTURE THE IMPOSSIBLE to do so because it enhances their overall Therefore digital becomes but another experience. straight-line component, another silo in the silos of corporate culture and consumer life. WHO IS IT IMPACTING? Anyone with an internet connection Alan Moore, WHERE IS THE TREND Co-founder of SMLXL IN ITS LIFECYCLE? and Canvas8 Thought Leader HOW HAS IT BEEN DEVELOPING? Phase Media experiences increase in complexity in response to this sophisticated new WHERE IS IT PLATEAU mode of interaction. Time-shifting technology has enabled people to consume media on demand, revisiting content to follow alternate plotlines and find hidden rabbit holes they HAPPENING? may have missed on first viewing. This, in tandem with a desire amongst people to go Throughout the developed deeper, to feel empowered and experience more, has led to an evolution in interactivity. world, where the web is Time Location-aware services on smartphones add further layers of texture, making the switch considered a basic human between physical and virtual completely seamless. right The average time to 94 RELATED TRENDS 0 spent using The number of people 3 H simultaneously million who are TIME-SHIFTING Internet has grown TV 18% Mobile Living Informed Consumerism Simple Interfaces in the home 2009 2010 grew 9.8% to 3 hours and 41 minutes per month with the average user now time-shifting in Q1 2010 9 hours and 36 minutes per month. Codes of Collaborative Privacy and Control Conduct Living and Working CONTENTS 43
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    On Canvas8 BlendedReality LEADERS 01/12/2009 FOCUS 01/09/2010 It’s not about online and offline: it’s about blended reality Walking the Edit We no longer live in a world of distinct on- and offline activities. Rather than create a strategy of Walking the Edit is an ambitious interactive project bridging the gap between on and offline siloed campaign elements, brands should look at a bigger picture in which virtual and real co- media. Using a sophisticated editing algorithm and GPS-enabled iPhone app, users can exist in one symbiotic ecosystem. generate unique, personalised film sequences on-the-fly. LEADERS 14/07/2010 FOCUS 09/09/2010 Bricks and Clicks: delving into inline retail strategy Meet Eater There’s a false dichotomy between e-tail and retail. Building on Mandy Saven’s recent report, Meet Eater demonstrates how online interaction can affect offline change, by creating a social Michael Solomon takes a closer look at the mechanics of shopper interaction and technology’s networking plant that thrives on the love and attention of its friends. potential in the purchase process. LEADERS 18/05/2010 FOCUS 03/03/2010 Harnessing social media influence offline Football3s In the first of a two part series on inline retailing, Mandy Saven explores how online strategies Football3s is a real-time social fantasy football game, designed to be played online whilst and social media are manifesting in physical stores, as brands work with their online critics watching a corresponding live football broadcast on TV. rather than against them. READ MORE CONTENTS 44
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    Scrapbook For allthe other interesting bits which aren’t quite TABS yet. Digital Gender Divide pink or ignoring them altogether. See Dea Latis, Barbie Computer Engineer, Women are ‘compulsive sharers’ and have deep relationships with the web Lady Geek TV, Ada Lovelace Day, Alyssa Milano’s Touch clothing line and as the facilitator of connections. Men are carrying their ‘every man for himself’ dubstep artists such as Cooly G and Ikonika. attitudes into the online space, adeptly moving between large numbers of sites, filtering for that which will improve their social standing. Many of the Public and Private most successful viral pieces of branded content online are humorous videos Public and private spaces are blurring. Truly private space is getting smal- created for men - even though women enjoy funny content and are more ler (see capsule hotels), people are increasingly sharing living space. Public inclined to share. Targeting women online can be complex, requiring long- space, including branded space is increasingly made to look private – cat term reciprocal relationship building, but represents a significant branding cafes in Japan, ‘Do it at home’ Tokyo Metro campaign and homely retail en- opportunity. vironments such as Anthropologie, WeSC and J.Crew. Doing so provides shoppers with permission to spend by establishing an emotional link at point Enterprise Everywhere of purchase. One of the positive spin-offs from the recession has been the improved sen- se of resourcefulness demonstrated by people the world over. We have seen Redefining Luxury a trend for philanthropic donations of time and skills from those in creative Where high-end meets the Attention Economy. The definition of luxury is shif- industries, with a focus on generation of ideas that require less and stretch ting from goods to services: luxury is no longer about ‘expensive’ because further. At the same time the emergence of a more discerning, questioning the concept of the components of value have changed, and people’s time is mindframe in business actions and a renewed focus on the basics of health, their most valuable asset. As a result, luxury will first and foremost involve an happiness and community. The creative community are championing develo- indulgence of time beyond the norm, and growing numbers of luxury brands ping nations, for their knack of producing killer solutions, and the enterprising are launching spas, hotels and restaurants with impeccably-curated expe- Gen Y spirit (specifically Neo-tribes). riences to satisfy a new generation of luxury consumers. We Are All Media Hard Candy Everyone’s an influencer, with lots of social network friends. People (as part Not tomboys, not girly girls... but somewhere in between. In spite of fierce of the Brand Me trend) are getting savvy about how to put this influence to debate, certain products – namely tech, sports and beer – are still marketed use for profit or social good - examples range from Dancin’ Brandin’, Room- to a male demographic, or else ‘repositioned’ for a female audience. Marke- service magazine, the ‘Bored At Work’ media channel to Facebook’s ‘Like’ ters are starting to realise they need to approach women with a more face- button. ted, subtle approach to messaging, rather than just daubing everything with CONTENTS 45
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    Explore Stats Reading M. Schreier, ‘The Value Increment of Mass Customized Products: An Why mass customisation isn’t mainstream Empirical Assessment’, Journal of Consumer Behavior, 2006 Letting Consumers Design Their Own Experiences: Case for the Mass Customization Model Mass-customisation.blogs.com 24 co-creation companies invade Facebook Independent.co.uk ’Custom’ is customary Mass Customisation Stats Reading Businessweek.com Hulu rumoured to go public, valued at 2 million Flip Camera Still Thriving Despite Apple Assault The Good Enough Revolution: When Cheap and Simple is Just Fine Donald Norman, ‘Living with complexity: why complexity is necessary’ (Chapter 1) Simple Interfaces Stats Reading edition.cnn.com Pew Research: Reputation Management and Social Media virtualgoodsnews.com California looks to outlaw online impersonation royal.pingdom.com The Razorfish Digital Brand Experience Report 2009 news.bbc.co.uk The 30 standard Facebook Profile Photo styles Facebook statistics Brand or Die. The downfall of the institution and the rise of the personal brand Brand Me Stats Reading biss.bissdigital.com Consumers love underdogs rasmussenreports.com The Feelgood Factor: The Kindness Offensive thebookseller.com retrevo.com Codes of Conduct CONTENTS 46
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    Explore Stats Reading utalkmarketing.com What does it mean to you, when Google says ‘Mobile First’? retailerdaily.com Living and Learning with New Media: Summary of Findings from the Digital Youth Project marketingwithnewtechnology.wordpress.com Informed Consumerism Stats Reading npicenter.com Exploring expectations beyond natural and organic guardian.co.uk The rising demand for ‘natural’ soft drinks Mintel Predicts 2010 Global Beauty Trends Marketers such as Starbucks discover that simple sells Boomers vs millenials and the drugs that define us Natural Mindset Stats Reading blogs.accaglobal.com Is the Blue planet truly going green? hopenhagen.org 2010 Green brands survey – What do Green consumers want? wpp.com The Eden Project The Ethical Consumer Sustainable Capitalism Stats Reading mobihealthnews.com IFTF Health and Health Care 2020 Signals & Forecasts Map networkworld.com Acceptability of a Personally Controlled Health Record in a Community-Based Setting Brain Health complex metaphorically built as left-brain and right-brain PSFK presents the ‘Future of Health’ Socialising Truman Hyperawareness of Health CONTENTS 47
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    Explore Stats Reading premisemarketing.com ctrlaltshift.co.uk geocaching.com conspiracyforgood.com en.cx streetspark.com london-marathon.co.uk Social Participation Stats Reading blog.nielsen.com Is Google Making Us Stupid? Kevin Kelly on the next 5,000 days of the web Understanding the Youth Attention Economy’ Attention Economy Stats Reading carbontrust.co.uk Pepsi Refresh Project Launches $1.3 Million “Do Good for the Gulf” Initiative coneinc.com Reputation RX Corporate Responsibility Report Facebook Pepsi Refresh page www.climateculture.com Ethical Marketing and the New Consumer Rising Social Conscience Stats Reading engadget.com What does it mean to you, when Google says ‘Mobile First’? communities-dominate.blogs.com Text messaging has twice the users of email, twice the size of television’ 2009 AdMob metrics report Yahoo! banks on mobile devices for future growth Mobile Living CONTENTS 48
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    Explore Stats Reading techcrunch.com Buddy Media Corporate Brand Manager Poll mediapost.com The rise of Hyperlocalism Creative communities. People inventing sustainable ways of living In DeHood, a social network for the neighborhood Reports of Designing the Hybrid City Hyperlocalisation Stats Reading aranetonline.com Consumers’ willingness to knowingly purchase counterfeit products efinancialnews.com Why Do Brand Stories Work? The Societal, Cultural and Physical Reasons why brandweek.com Survey Says Americans Respond to Online Advertising that Tells a Story Story is more powerful than the brand, best story wins True Stories Stats Reading webpronews.com Facebook Privacy Settings: Who Cares? itpro.co.uk Webroot survey 2010 pewinternet.org Study Reveals 75 Percent of Individuals Use Same Password for Social Networking and Email readwriteweb.com Russian Hackers threaten the world Privacy and Control Stats Reading businessweek.com Pew Internet: Reputation Management and Social Media online.wsj.com Cone Inc. and AMP Insights, 2010 marketingcharts.com rubypseudochatchat.blogspot.com Neo-tribalism CONTENTS 49
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    Explore Stats Reading esa.un.org A modern answer to the Commune cohousing.org Diggers and Dreamer’s guide to communal living in Britain 7 ways to have more by owning less Reports of Designing the Hybrid City Collaborative Living and Working Stats Reading hmi.ucsd.edu The Attention Economy: An Overview suicidemachine.org Investors Business Daily. ‘So, that explains the headache’ slowdesign.org The Anti–Red Bull: A Drink to Calm You Down Sherry Turkle on the BBC (Digital Revolution Rushes Sequence) Slow Stats Reading community.guinnessworldrecords.com In a virtual world, China’s consumers beat the US youtube.com ‘Britney Spears appears on Pop Magazine cover with manga styling’ Beckii Cruel: Isle of Man schoolgirl is anime star China’s Cyberposse East/West Stats Reading blog.nielsen.com ‘Solar Powered Augmented Contact Lenses Cover Your Eye with 100s of LEDs’ Nielsen 3 screen report Q1 2010 Blended Reality CONTENTS 50
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    About Canvas8 WHAT WE DO We provide a range of services from a subscription to our desktop resource to detailed trend briefings, reports, presentations and workshops. If you would like to find out more about any of Canvas8’s TABS, whether in the form of an inspiring presentation or bespoke report, or find out what else Canvas8 works with brands and agencies to help them better we can do, please contact our Head understand their audience’s mindset, identify evolving cultural of Sales and Marketing Oliver Chubb trends and combine people insights with commercial application. (Olly@canvas8.com). We mine a rich seam of intelligence from our network of industry insiders and globally recognised Thought Leaders, supplemented by our team of rockstar academics. Our research is used to inform strategy, inspire product development, develop CSR, and underpin marketing and communications. In the case of the latter it helps ensure consistency of message and ensures common understanding between client and agency. We’ve been fortunate enough to work with the likes of Nokia, Coca-Cola, The Post Office, Ford and Channel 4 as well as numerous leading agencies including AMV, Engine, Mother, Naked Connumications and Universal McCann. CONTENTS 51
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