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2013 Reviewed:
A Year In Trends
By Future Foundation
December 2013

#zeitgeist2013
2

What we predicted in Fall 2012 for
the year ahead
3

1 | Professionalized Budgeting

Photo: Andrew Rueda
4

1 | Professionalized Budgeting

We predicted
A widespread ongoing
commitment to budgeting
across all age/ income
groups...
5

What happened?

More than two thirds of Americans agree that they
are carefully budgeting their finances...
100%

Agree...
6

Trend in action

TK Maxx’s Fall 2013 ad
campaign featured the
tagline “Savvy Is The New
Black” - emphasizing to
consume...
7

1 | Professionalized Budgeting

Outlook for 2014

We expect to see no slackening
in power, especially as tools and
apps...
8

2 | Society of Sobriety

Photo: (Creative Commons) epSos.de
9

2 | Society of Sobriety

We predicted
Self-regulation is the new cool.
Excess is just not amusing any more
and certainl...
10

What happened
100%
Agree strongly

“I am too fat”

Agree

80%
60%
40%
20%

Obese

Overweight

Normal

$100k+

$60k - $...
11

Trend in action

From June 1
2013, Starbucks banned
smoking in any seating areas
outside its branches as well
as withi...
12

2 | Society of Sobriety

Outlook for 2014
Even as we return to economic
growth, inclination towards
moderation will re...
13

3 | Native Marketing

Photo: (Creative Commons) brewbooks
14

3 | Native Marketing

We predicted

Talking to customers about price,
value, efficiency is boring. Brands
are making e...
15

What happened?

This theme has experienced significant traction,
with brands from Coca Cola to Red Bull turning to
con...
16

Trend in action

Dunkin’ Donuts premiered
a Vine ad on TV. Aired as
part of its sponsorship of
ESPN’s Monday Night
Cou...
17

3 | Native Marketing

Outlook for 2014
As social networkers need to be
given progressively better reasons
for continui...
18

2013 Research Highlights
19

Tech Change

30% in the US own
a tablet computer in

2013

Source: nVision Research | Base: 5,000 online respondents a...
20

Tech Change

Vs. 11% who
owned a tablet
computer in 2011

Source: nVision Research | Base: 5,000 online respondents ag...
21

Tech Change

40%
of 16-24s have paid to
download/stream
tracks.

Source: nVision Research | Base: 5,000 online respond...
Trends 2014

Savvy Shopping

Over two thirds in
the US “specifically
look out for
promotions when
shopping”

Source: nVisi...
Trends 2014

Savvy Shopping

69% whose
household income is
greater than $100k

Source: nVision Research | Base: 5,000 onli...
24

Green Shoots

Two-thirds
agree that
companies
should be
penalized for
failing to care
for the
environment
Source: nVis...
25

Green Shoots

up from 57% in
2012, approachin
g the prerecession high of
2008
Source: nVision Research | Base: 2,000-5...
26

Green Shoots
“Companies should be penalized for failing to care for the environment”
100%

Agree strongly

Agree

80%
...
27

10 Trends to Watch in 2014
1. Probability Gets Personal: predicting life events with ever greater accuracy
2. Recovery...
28

Legislation 2014
UK becomes first country to allow the creation of babies using three people’s DNA
Obamacare
comes int...
29

Social & Cultural Events 2014
MTV VMA
Awards

Mardi Gras
Superbowl
SXSW
Winter
Olympics, Russia

Jan

Feb

March

Gram...
30

Political Events 2014
General Motors
buys back 200
million
government
shares
India
General
Elections

Jan

Feb

US and...
31

Technology Events 2014: some potential milestones
Wearable Technology diversifies. Curved
phones get worldwide distrib...
Follow us on Twitter | @futurethoughts
Sign up to Future Foundation newsletters
| www.futurefoundation.net
For a downloada...
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2013 Reviewed - A Year In Trends by Future Foundation

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Trends and insight specialists Future Foundation take a look back at its consumer trends predictions over the last year. What made the grade? What has changed? How does our data stack up? And what might be the biggest trends for 2014?

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  • Transcript of "2013 Reviewed - A Year In Trends by Future Foundation"

    1. 1. 2013 Reviewed: A Year In Trends By Future Foundation December 2013 #zeitgeist2013
    2. 2. 2 What we predicted in Fall 2012 for the year ahead
    3. 3. 3 1 | Professionalized Budgeting Photo: Andrew Rueda
    4. 4. 4 1 | Professionalized Budgeting We predicted A widespread ongoing commitment to budgeting across all age/ income groups, even as economic recovery gained momentum Photo: Andrew Rueda
    5. 5. 5 What happened? More than two thirds of Americans agree that they are carefully budgeting their finances... 100% Agree strongly “I carefully budget my personal finances each month” Agree (Increase.) 80% 60% 40% 20% Source: nVision Research | Base: 3,000-5,000 online respondents aged 16+, USA, 2013 $100k+ $60k $100k $40k - $60k $20k - $40k HH income <$20k 65+ 55-64 45-54 35-44 25-34 16-24 Female Male 2013 2012 2011 2010 0%
    6. 6. 6 Trend in action TK Maxx’s Fall 2013 ad campaign featured the tagline “Savvy Is The New Black” - emphasizing to consumers that it offered high-quality style at affordable and sensible prices. TrustEgg is designed for parents on relatively modest incomes who want to start saving for their child’s future. A policy can be set up with a deposit of just $1, with other individuals (e.g. grandparents, family friends) designated as “trustees” who are able to contribute additional funds as and when they like. Cheap Energy Club invites individuals to register for a free service to check whether they currently have the cheapest deal available; if they do not, they can access a full comparison of the market and then let the service handle the switch on their behalf.
    7. 7. 7 1 | Professionalized Budgeting Outlook for 2014 We expect to see no slackening in power, especially as tools and apps help people manage their money in automated, ultraefficient ways Photo: Andrew Rueda
    8. 8. 8 2 | Society of Sobriety Photo: (Creative Commons) epSos.de
    9. 9. 9 2 | Society of Sobriety We predicted Self-regulation is the new cool. Excess is just not amusing any more and certainly not conducive to social or career success - especially when the digital world puts our every move on public display. Photo: (Creative Commons) epSos.de
    10. 10. 10 What happened 100% Agree strongly “I am too fat” Agree 80% 60% 40% 20% Obese Overweight Normal $100k+ $60k - $100k $40k - $60k $20k - $40k HH income <$20k 65+ 55-64 45-54 35-44 25-34 16-24 Female Male Total 0% This trend has clearly gained a lot of support this year - nowhere more so than in the food and drink sectors Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013
    11. 11. 11 Trend in action From June 1 2013, Starbucks banned smoking in any seating areas outside its branches as well as within a distance of 25 ft of 7,000 of its stores in the US and Canada. Fall 2013 saw Burger King launch “Satisfries” - crinklecut fries which are said to contain 40% less fat and 30% fewer calories than leading alternatives in the fast-food sector. In summer 2013, authorities in New York continued the “Pouring on the Pounds” campaign - an initiative designed to highlight the potentially unhealthy effects of consuming sugary drinks. As alternatives, consumers were advised to drink fat-free milk and water as well as eat fresh fruit rather than drink juices.
    12. 12. 12 2 | Society of Sobriety Outlook for 2014 Even as we return to economic growth, inclination towards moderation will remain strong. It is hard to imagine flamboyant excess becoming socially endorsed again Photo: (Creative Commons) epSos.de
    13. 13. 13 3 | Native Marketing Photo: (Creative Commons) brewbooks
    14. 14. 14 3 | Native Marketing We predicted Talking to customers about price, value, efficiency is boring. Brands are making emotionally rich journeys for/with customers, narrating their presence into the heart of the shared social space. Photo: (Creative Commons) brewbooks
    15. 15. 15 What happened? This theme has experienced significant traction, with brands from Coca Cola to Red Bull turning to content as a prime way of driving engagement Via any means Via laptop / desktop / netbook Via smartphone, among mobile internet users 100% Via tablet, among tablet users Those who have recently “used a service (such as Facebook, reddit, di gg, del.icio.us, or Twitter) to share something I’ve found online” 80% 60% 40% 20% $100k+ $60k - $100k $40k - $60k $20k - $40k HH income <$20k 65+ 55-64 45-54 35-44 25-34 16-24 Female Male 2013 2012 0% Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013
    16. 16. 16 Trend in action Dunkin’ Donuts premiered a Vine ad on TV. Aired as part of its sponsorship of ESPN’s Monday Night Countdown, the fivesecond commercial was supported by branded activity on Twitter, with Dunkin’ Donuts livetweeting during the game and recreating memorable match moments with its own products. Lexus launched a co-creation platform to promote its IS sport sedan vehicle. Branded Amazing Mix, the website invited consumers to create their own ad from a selection of clips. A spokesperson commented that: “The Lexus IS sport sedan appeals to performance-driven, techsavvy customers who are looking to stand out from the crowd." Red Bull Personal Best is an online Quantified Self platform that invites users to compete against famous mountain biker siblings Rachel and Gee Atherton.The system lets users compete directly with professional sportspeople, encouraging direct interaction with Red Bull’s celebrities.
    17. 17. 17 3 | Native Marketing Outlook for 2014 As social networkers need to be given progressively better reasons for continuing to interact with brands, we expect the level of innovation to remain high Photo: (Creative Commons) brewbooks
    18. 18. 18 2013 Research Highlights
    19. 19. 19 Tech Change 30% in the US own a tablet computer in 2013 Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013 Photos: (Creative Commons) designmark, bburky
    20. 20. 20 Tech Change Vs. 11% who owned a tablet computer in 2011 Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013 Photos: (Creative Commons) designmark, bburky
    21. 21. 21 Tech Change 40% of 16-24s have paid to download/stream tracks. Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013 Photos: (Creative Commons) designmark, bburky
    22. 22. Trends 2014 Savvy Shopping Over two thirds in the US “specifically look out for promotions when shopping” Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013 Photos: (Creative Commons) rose3694, owenwbrown 22
    23. 23. Trends 2014 Savvy Shopping 69% whose household income is greater than $100k Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013 Photos: (Creative Commons) rose3694, owenwbrown 23
    24. 24. 24 Green Shoots Two-thirds agree that companies should be penalized for failing to care for the environment Source: nVision Research | Base: 2,000-5,000 online respondents aged 16+, USA, 2013 Photos: (Creative Commons) ningunaparte
    25. 25. 25 Green Shoots up from 57% in 2012, approachin g the prerecession high of 2008 Source: nVision Research | Base: 2,000-5,000 online respondents aged 16+, USA, 2013 Photos: (Creative Commons) ningunaparte
    26. 26. 26 Green Shoots “Companies should be penalized for failing to care for the environment” 100% Agree strongly Agree 80% 60% 40% 20% Source: nVision Research | Base: 2,000-5,000 online respondents aged 16+, USA, 2013 $100k+ $60k - $100k $40k - $60k $20k - $40k HH income <$20k 65+ 55-64 45-54 35-44 25-34 16-24 Female Male 2013 2012 2010 2009 2008 0%
    27. 27. 27 10 Trends to Watch in 2014 1. Probability Gets Personal: predicting life events with ever greater accuracy 2. Recovery Blues: downturn behaviors remain prominent, even as recovery grows 3. Power of Anon: the search for greater privacy in many of our online activities 4. Catwalk Computing: wearable technology enters the mainstream 5. Narrative Data: personal datasets transformed into meaningful stories 6. Death of Risk: the rise of the risk-averse and safety-first consumer 7. Loyalty Contracted: innovative subscription models designed to secure loyalty 8. Totally Bespoke: uniquely personalized products, services and campaigns 9. Versat-aisle Shopping: the blurring of the lines between online and offline retail 10. Once is Not Enough: evolving lifestages and the end of age-dependent landmarks Creative Commons : Nosha
    28. 28. 28 Legislation 2014 UK becomes first country to allow the creation of babies using three people’s DNA Obamacare comes into effect New York ban on unregistered guns comes into effect Single Euro Payments Area comes into force Jan Feb March April May EU legislation ends surcharge on credit card payments June July Aug Sept Oct Tougher EU tobacco health warnings may be applied to 75% of packaging (currently 30-40%) First Marijuana stores to open in Colorado Boy Scouts of America lift their ban on openly gay members 10% increase in taxes on cosmetic surgery in South Korea Germany draws up legislation for strengthened same-sex adoption rights New York law to raise smoking age to 21 comes into effect Photo: (Creative Commons) David Ortez Nov Dec
    29. 29. 29 Social & Cultural Events 2014 MTV VMA Awards Mardi Gras Superbowl SXSW Winter Olympics, Russia Jan Feb March Grammy Awards The Oscars Jay Leno retires from Tonight Jimmy Fallon to take over The Hobbit : There and Back Again Brazil FIFA World Cup April May June July Aug Sept Guardians of the Galaxy Amazing Spiderman 2 US Special Olympics Katy Perry world tour Oct Nov World Series Tennis: US Open Commonwealth Games, UK Photo: (Creative Commons) Benson Kua Dec
    30. 30. 30 Political Events 2014 General Motors buys back 200 million government shares India General Elections Jan Feb US and UK withdraw troops from Afghanistan US National Health Promotion Summit March April May US-EU Summit June July Aug Sept Oct US debt ceiling agreement expires Nov Dec Elections for Senate & House of Rep Energy Efficiency Global Forum Former Obama advisor David Axelrod publishes memoirs G20 summit Photo: (Creative Commons) Benson Kua
    31. 31. 31 Technology Events 2014: some potential milestones Wearable Technology diversifies. Curved phones get worldwide distribution. iPhone 6 and iWatch released? More Xbox One and PS4 gamers hack their consoles. Biometric sensors revolutionize how data is translated. 3D printing gets affordable. Data Privacy Legislation Hardens?
    32. 32. Follow us on Twitter | @futurethoughts Sign up to Future Foundation newsletters | www.futurefoundation.net For a downloadable version of this report | http://futurefoundation.net/trends-2014usa/ Contact | Pippa Goodman, Commercial Director E: pippag@futurefoundation.net Heather Corker, VP Consumer Trends, NA E: heatherc@futurefoundation.net
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