F Jwt 100 Things To Watch In 2010 01.06.09[1]

100 THINGS TO WATCH IN 2010 1 JANUARY 2010

WHAT WE’LL COVER Background Our Track Record 100 Things to Watch in 2010 (in alphabetical order)

BACKGROUND • As part of our annual forecast, JWT presents 100 Things to Watch in 2010. • Many of the items on our list reflect broader shifts we’ve been following: – Growing awareness and action around health and wellness and the environment – Warp-speed developments in technology – Accelerating demographic, political and economic political power shifts – Industries redefining or reinventing themselves to survive or to fully leverage these power shifts • This year, many of our Things to Watch reflect repercussions of the Great Recession, from ―energy dieting‖ to ―luxury goes East‖ to ―trip bundling.‖ • While some of our Things to Watch may not yet reflect a broader trend, we believe they eventually will ladder up to one. • The people on our list—from pop culture, sports, politics and other sectors—have the potential to drive or shape trends in the near future.

OUR TRACK RECORD • In the past few years, we’ve been spot-on about what to watch. • To name just a few Things to Watch from last year: – Credit Card Dieting (As unemployment rose and as credit card companies added fees and hiked interest rates, consumers were more likely to pay cash or sign up for the growing number of layaway programs. On Dec. 9, MSNBC.com reported that ―Revolving debt, which is made up almost entirely of credit card debt, has been falling steadily as people pay down their credit card debt and limit their use of plastic. Outstanding debt has fallen for 13 straight months.‖) – Freebies (We saw marketers of all stripes deploy the ―f‖ word this year, from Harley- Davidson’s free-for-a-year offer to Stop & Shop’s free generic drugs promotion to restaurant chains like IHOP offering a free kid’s meal with purchase of a regular entree.) – Lady Gaga (This headline-grabbing performer, whose debut album was released in August 2008, was one of Barbara Walters’ ―10 Most Fascinating People of 2009.‖ Her album, The Fame, will be in Billboard’s Top 10 for 2009, and she is Last.fm’s biggest artist for online listening this year.)

OUR TRACK RECORD (CONT’D.) • To name just a few Things to Watch from last year (cont’d.): – Lala.com (We forecast that this music site, which lets users store and share music libraries, would ―rise up the radar as a serious rival to iTunes.‖ In the end, Apple bought Lala.com for an undisclosed sum.) – Michelle Obama (Barbara Walters named the First Lady the Most Fascinating Person of 2009. Michelle O. has lived up to expectations that she would become a style icon— Women’s Wear Daily dubbed her the First Fashion Plate—while bringing a breeze of fresh air (and fresh vegetables) into the White House.) – Netbooks (―Netbook computers, virtually a novelty alternative to notebook PCs only a year ago, are the rising stars of the computer industry,‖ reported The New York Times in June. According to Information Week, netbooks will account for 22 percent of all laptop, notebook and netbook shipments this year, compared with just 5.6 percent in 2008.) – No “Paper” in Newspapers (We said more newspapers would follow The Christian Science Monitor and abandon daily print editions, and in March the Seattle Post-Intelligencer shut down its print operations, becoming the largest daily paper in the U.S. to go online-only. Now publishers are racing to find ways to better monetize their online content—watch for novel ideas to proliferate in 2010.)

OUR TRACK RECORD (CONT’D.) • To name just a few Things to Watch from last year (cont’d.): – Microfinancing’s Second Wave (We forecast that microfinancing would gain a greater foothold in developed nations, and in mid-2009, U.S.-based Kiva.org—a middleman between people willing to loan small amounts and entrepreneurs in emerging markets— responded to Americans’ difficulty with securing credit by expanding to include small, struggling businesses on its home turf.) – Other Things to Watch that came to the fore this year included Home as Castle (―Home owners will be investing in their living spaces as they anticipate spending more weekends within those walls‖), Affordable Nutrition (―While cheaper, junkier and more calorically dense food will creep back onto grocery lists, consumers will also be seeking nutritious options that fit their budgets‖), More Under One Roof (―Households will get larger as people look to pool resources‖) and Incognito Luxury (―Consumers will be more discreet about flaunting wealth ... logos will become more subtle and less gaudy‖).

OUR TRACK RECORD (CONT’D.) • In 2008, we listed French President Nicolas Sarkozy (a runner-up for Time’s 2008 Person of the year); ―radical transparency‖; and the ―staycation.‖ • In 2007, we were right about Barack Obama, Amy Winehouse, Jennifer Hudson, companies going green and age shuffling. • Check out the following slides to see what you’ll be hearing more about in 2010. Or to see the interactive version of our 100 Things to Watch in 2010, go to the ―2010 and beyond‖ section of JWTIntelligence.com.

100 THINGS TO WATCH IN 2010 8 IN ALPHABETICAL ORDER

1. 3D AT HOME 3D is the new HD. Having successfully invaded the big screen, it’s on its way to the small screen: James Cameron, director of the new 3D film Avatar, will promote Panasonic’s 3D sets, out next year, which will compete with versions from Sony and Samsung. British Sky Broadcasting is planning to debut a 3D satellite channel in the U.K. in 2010. Photo credit: MarkWallace

2. AIRLINE SUBSCRIPTIONS United’s new $249 annual fee for checked luggage locks in flyers and streamlines the check-in procedure. With profits down across the industry, expect other airlines to follow suit. Lounges, food and concierge services could all become subscription benefits. Photo credit: blmurch

3. ALTERNATIVE MEASURES OF PROSPERITY France’s Joie de Vivre Index, initiated by President Nicolas Sarkozy, is intended to provide a better assessment of well-being than the classic measure of economic health, the GDP (e.g., it considers indicators such as health care and family relationships). Sarkozy has urged other G20 leaders to adopt new indices too. Look for more countries or companies to embrace alternative measures of prosperity, such as the Triple Bottom Line of people, profits and planet. Photo credit: rolands.lakis

4. ALTERNATIVE METALS IN JEWELRY With gold prices volatile in recent years, Asian jewelry makers are turning instead to precious metals like palladium and titanium. China’s imports of palladium, which is cheap, durable and lightweight, have been rising steadily; look for more jewelry manufacturers to choose it over gold. Photo credit: Somma

5. ASIA’S WIDENING INCOME GAP The already wide Asian income gap will explode as inflation runs rampant: Asia’s rich are fairly unscathed, and because interest rates remain paltry, they’re using their cash to pick up more assets, like property and commodities; the poor will only get poorer as the price of basic necessities skyrockets. More social unrest could result, especially in politically volatile countries such as Thailand, the Philippines, India and China. Photo credit: A y A n

6. AUGMENTED REALITY Augmented reality (AR), the superimposing of digital information over physical reality, will make its way into the hands of mass audiences. AR smartphone apps can show where subway entrances are located, reveal prices of nearby homes or label landmarks for tourists. Marketers are getting in on the act, including GE and HP, whose AR game Roku’s Reward has players chase virtual images layered over reality on a phone’s screen. Photo credit: Johann Chiang

7. BACON EVERYWHERE The humble BLT is getting upstaged: Bacon is being spotted in everything from cocktails (made with bacon-infused liquor or the new Bakon Vodka) to desserts, including bacon- and-egg ice cream at the famous Fat Duck in the U.K., a bacon chocolate bar from Vosges Haut-Chocolat and Lollyphile’s maple-bacon lollipop. Photo credit: clevercupcakes

8. BIO-BASED AIRPLANE FUEL After three years of trials, carriers including Continental, Japan Airlines, Virgin Atlantic and Air New Zealand are pushing for the use of biofuels in commercial jets. Mexican carrier Interjet and U.S.-based JetBlue will run more flight tests in early 2010. According to Boeing, a partner in the initial trials, several plant-based fuels may get certified for commercial use by late 2010. Photo credit: Micah Sittig

9. BOEING 787 DREAMLINER Boeing’s first all-new jetliner since the 777 is expected to use 20 percent less fuel than similarly sized planes, in part because of a reliance on lightweight plastic composite materials. Delivery, originally scheduled for May 2008, is now set for Q4 2010; 840 orders had already been placed as of November. Photo credit: markjhandel

10. BOGOTÁ With civil conflict in Colombia on the wane, Bogotá is becoming a vibrant capital. Colonial-era La Candelaria, once a guerilla battleground, now hosts hotels, cafes and galleries. Chefs and restaurateurs from around Latin America, drawn by low rents, are setting up camp in the Gourmet Zone (Zona G). Bogotá also flaunts a newly potent nightlife, driven by its gay-friendly status and recent legalization of same-sex unions. Photo credit: lornapips

11. BRIGHTER COLORS Saturated carnival colors—blues, oranges, greens and yellows—will replace 2009’s paler palette; think Cirque du Soleil and Alice in Wonderland. We’ll also see more pink and orange, a perky antidote to the collective funk and a combo that designers Blumarine, Isabel Marant and even Christian Dior showed for the spring. Brightly colored accessories and single pieces will help shoppers spruce up neutral wardrobes without breaking the bank. Photo credit: ldhren

12. BUYCOTTING The opposite of a boycott, a buycott is supported by consumers who make a conscious effort to buy from companies whose environmental and social policies they support. Examples: Canadian supporters of Israel prompted a buycott of Israeli products; people who agreed with Whole Foods CEO John Mackey’s ideas on health care countered a boycott of the store with a buycott last summer. Photo credit: House of Sims

13. CAREY MULLIGAN This 24-year-old British actress follows up her Golden Globe-nominated turn in An Education with 2010 roles in Wall Street II: Money Never Sleeps and Never Let Me Go with Keira Knightley. Photo credit: canmark

14. COCONUT WATER As spring water sales continue to cool, beverage marketers are looking for the next big thing. Sales of coconut water—which is low in calories and high in potassium—have doubled this year to roughly $20 million, according to Beverage Marketing Corp. In September, Coca- Cola bought a minority stake in coconut water brand Zico. Photo credit: Rodrigo_Soldon

15. COMPOSTING This green habit has been gradually picking up adherents; in 2010, watch for widening adoption by both households and municipalities as people grow more aware of its benefits (keeping organic materials out of landfills, where they release methane) and are won over by new devices that make composting easier and less offputting. Photo credit: hoyasmeg

16. CONTEMPORARY INDIAN ART While contemporary Chinese art has enjoyed a high profile in the art world in recent years, works from that other Asian behemoth have attracted mostly domestic interest. That’s changing, especially among buyers from elsewhere in Asia. Shanghai’s Museum of Contemporary Art had an ―India Now‖ exhibition last summer, and the Saatchi Gallery in London is spotlighting Indian artists in a show starting in January. Photo credit: Random House

17. CORDLESS POWER Goodbye, power cords and disposable batteries. Using magnetic resonance, a company called WiTricity is developing a way for electricity to travel several feet through the air; products using its technology could be out by late 2010. Wireless charging is already here, with companies like Powermat marketing pads that use magnetic induction technology to charge electronic devices. Photo credit: hamron

18. CUSTOMIZED PHARMACEUTICALS Researchers will soon be able to create drugs customized to the patient’s DNA. Recent breakthroughs in cancer research make it clear that ―one size fits all‖ drugs are not the best approach. Customized medicine is a map-over from customization in other sectors, especially food and nutrition (customized diets, for example). Photo credit: Dvortygirl

19. DEFICIT NEUTRAL This term—meaning bills that pay for themselves over a certain budget period—has become a buzzword in the debate over President Obama’s health care proposals; watch for it to become a mainstay of political debate in these budget-challenged times. Photo credit: *_Abhi_*

20. DONALD GLOVER The 26-year-old writer, actor, director, comic and musician, best known for his work as a writer on 30 Rock, is co- starring in NBC’s new sitcom Community. Glover started out with the online comedy group Derrick Comedy, which was responsible for this fall’s quirky film comedy Mystery Team. Photo credit: Donald Glover

21. DRY SHAMPOO Women are discovering dry shampoo—which removes oil and build-up from hair sans water—as an on-the- go solution for busy schedules, after-work refreshing and anytime between regular washes. Exposure is spreading through new Sephora distributions, celebrity stylist Rachel Zoe and reality TV star Heidi Montag, who has a product line in the works. Photo credit: BitchBuzz

22. EAST AFRICA WIRED Getting online in East Africa is slow and expensive, but that’s changing as high-speed Internet access finally arrives. Two undersea cables were completed this year, and one more will go online in 2010. Kenya, the region’s largest economy, can potentially develop emerging industries such as call centers and technology businesses. Rwanda’s nascent tech industry will also gain. Photo credit: oneVillage Initiative

23. ELECTRIC CAR NETWORKS Networks of charging and battery- switching stations—where drivers can quickly replace dead batteries— are sprouting in countries such as Denmark and Israel that are moving toward mass adoption of electric cars. Five U.S. cities will serve as test markets for networks developed by ECOtality, which plans to install 12,750 charge stations in urban areas and key highway locations. Photo Credit: frankh

24. ELECTRIC CARS GM is set to launch the Chevy Volt in the U.S., while Nissan will debut the Leaf in the U.S., Europe and Japan. Mitsubishi will extend the i MiEV into more markets; partner Peugeot will launch it in Europe under the name iOn. Chinese newcomer BYD will sell the e6 in the U.S., and Australian automaker Energetique will introduce the evMe in Europe. Photo credit: visnup

25. ELECTRONIC LIBRARIES Digital books are fast becoming available to the public for free: Libraries are starting to lend e-books and downloadable audio books that patrons can access from home; Google is working with authorities on its controversial plan to create the world’s biggest digital library; and the EU’s i2010 initiative includes a digital libraries program to make Europe’s ―cultural resources and scientific records‖ electronically accessible. Photo credit: schex

26. ELLEN ON IDOL When the ninth season of American Idol premieres in January, fans and skeptics alike will be watching to see how comedian and TV show host Ellen DeGeneres fares in the ―nice judge‖ role vacated by Paula Abdul. Photo Credit: Alan Light

27. ENERGY DIETING The recession has prompted more businesses and consumers to put themselves on an ―energy diet‖ (buying more energy-efficient machines, keeping lights off longer, etc.). As they rack up savings—and come to think of themselves as more green—this practice will become habit. Photo credit: avlxyz

28. ETHICAL FASHION As upmarket shoppers reject flashy fashions, they’re increasingly interested in feel-good luxury, especially as ethical clothing expands beyond casual wear. More affordable options will also proliferate; Walmart, H&M and American Apparel already offer organic cotton lines. In the U.K., the ethical fashion market has more than quadrupled in the last five years, reaching £175 million, according to Mintel. Photo credit: DaveBleasdale

29. EUROPEAN FREE SPEECH What Dutch newspapers are calling the ―trial of the century‖ will turn the focus of the debate over Muslim assimilation in Europe to free speech when it kicks off in January. Right-wing Dutch parliamentarian Geert Wilders is being prosecuted for hate speech crimes for his provocative opposition to Islam. The trial will add fuel to a fire stoked recently by the Swiss vote to ban minarets and French president Nicolas Sarkozy's opposition to the burqa. Photo credit: sjgibbs80

30. EXOTIC BERRY FLAVORS Watch for several varieties of hitherto unheard-of antioxidant-rich berries—among them aronia, yumberry and maqui berry—to become the next acai berry: the must-eat superfood that pops up in everything from juices and teas to cereal and energy bars. Photo credit: joe calhoun

31. FERMENTATION This age-old, inexpensive process of preserving vegetables is coming back into fashion. Cleaner and safer than canning, the process also produces the healthful bacteria known as probiotics. Root vegetables, cabbage and fruits are all well-suited for fermentation. Photo credit: igb

32. FERNANDO TORRES Spanish football striker Torres, who hit the top of his game in the 2009 English Premier League while playing for Liverpool, will don his national team’s jersey for the 2010 World Cup. ―El Niño,‖ who at 25 has clocked a record 60 games for his national side, is sure to command headlines. Photo credit: Nigel Wilson

33. FOURSQUARE Foursquare is a mobile gaming app that uses geo-tagging technology to help users find and share new bars, restaurants and other venues with friends. Available for several dozen cities worldwide so far, it will expand its reach in 2010, and gain new users and venues in existing locales. Foursquare is a leading player in the emerging category of games that leverage the convergence of smartphones, GPS and the social Web. Photo credit: cote

34. GAMBLING IN SINGAPORE Singapore will get its first casinos, projects that follow the government’s 2005 legalization of casino gaming in a bid to boost the city-state’s allure. Two mega- casinos—Resorts World, on the holiday island of Sentosa, and the Marina Bay Sands—will attract the attention of holidaymakers (and gamblers) from the region and beyond. Photo credit: conorwithonen

35. GAMING SOFTWARE With the rise of cheap apps, gaming is shifting from a focus around hardware to a software- centric industry. Watch for console sales to slip and the number of game titles accessible through the cloud or as apps to explode. And as companies scramble to adapt games for handhelds, expect fewer sophisticated releases designed for home platforms. Photo credit: tvol

36. GREEN RETROFITS The retrofitting of homes and buildings to make them more energy efficient will ramp up. In the U.S., tax credits and stimulus money for this purpose will help drive change; California has allocated as much as $3.1 billion to cut residential power needs, including retrofitting programs. Changes in regulations are also helping to motivate commercial landlords and developers, plus green buildings can command higher prices and tend to move faster. Photo credit: Center for Neighborhood Technology

37. GREENING THE PALATE People will become increasingly aware of the impact their food choices make on the environment, well beyond local sourcing issues. Some foods (notably red meat) have a much bigger carbon footprint than others; some choices are better in terms of water consumption; and foods with palm oil are being linked to rainforest destruction. In Sweden, which is formulating dietary guidelines that take emissions into account, some restaurants and food manufacturers are already listing emissions information. Photo credit: paPisc

38. HAND-ME-UPS More people will start ―handing up‖ their cell phones, digital cameras, computers and other electronic gadgets to their parents when they want to upgrade. The older items are often easier to master for those interested only in these tools’ basic functions. Photo credit: sergis blog

39. HANDWRITING Many children today can’t write quickly and clearly by hand, and their elders aren’t much better. The art of handwriting will make a return as an offshoot of both the slow and traditionalist movements. Photo credit: a.drian

40. HARRY POTTER IN ORLANDO Another year, another Potter phenomenon: This time it’s the Wizarding World of Harry Potter at Universal Orlando’s Islands of Adventure park, opening in spring 2010. Expect hordes of Potterites to descend on the attractions, shops and restaurants of Hogsmeade Village. Photo credit: ffg

41. HAUTE FASHION ON EBAY High-profile designers have been doing ―masstige‖ collections for H&M, Target and other budget retailers for a while, but look for the lines between high and low to blur even further in a post-recession economy. Narciso Rodriguez, most famous for Michelle Obama’s election night dress, will sell a sub- $350 line exclusively through eBay this spring. Photo credit: liewcf

42. HYBRID BOATS Hybrid boats are a challenge to engineer, given the power needed to overcome water resistance, but a few are already on the market, and more are expected as stricter standards for marine engines go into effect. The Epic 23e, the first hybrid sport boat, shipped in September; other manufacturers offer a hybrid pleasure boat, a yacht and a catamaran-style speedboat. Photo credit: Port of San Diego

43. IMPACT OF THE U.K. GENERAL ELECTION While opinion polls suggest the Conservative Party has double-digit leads over Gordon Brown’s Labour Party, six months is a lifetime in politics. The result of the elections will help shape global politics for the near future. Photo credit: World Economic Forum

44. IRONIC SPORTS Disenchanted with the regulated uniformity of traditional team sports, athletes in cities worldwide are inventing their own, generally a combo of team and urban sports that appeal to the players’ sense of individuality. Sports like bicycle polo, beach tennis and roller derby will continue to gain momentum. Photo credit: TurtleBayResort

45. JAPAN ON THE SIDELINES China will bump Japan from its position as the world’s second biggest economy. The recession, the rising unemployment rate and Japan’s aging population are helping to push the former powerhouse to the sidelines. While China’s economy has grown about 10 percent a year for the last decade, Japan’s per-capita GDP has fallen to 19th in the world. Photo credit: artemuestra

46. JAPAN’S FIRST LADY While Japan’s first spouses tend to stay out of the spotlight, Miyuki Hatoyama promises to be different. She’s already made a name for herself—as a musical actress and ―tarento‖ (talent) on the talk show circuit, a cookbook author and a self-described UFO passenger—and her colorful personality is unlikely to stay in the shadows now that Japan’s old guard is out. Photo credit: Lawrence Jackson, White House photographer

47. JAY CHOU One of Asia’s biggest pop stars, Taiwanese singer/actor Chou will make his Hollywood debut as Kato—a role originally made famous by Bruce Lee—in Michel Gondry’s Green Hornet, due out Christmas 2010. In Hong Kong, Chou has been the best-selling Mandarin artist for the past four years. Photo credit: buncheduptv

48. KINDLE RIVALS The e-reader market is finally giving Amazon’s Kindle some competition: There’s Sony’s Reader Daily Edition, which has a few advantages over the Kindle, along with Barnes & Noble’s recently released Nook. Plastic Logic is launching the Que, Samsung is entering the market, and Apple’s upcoming tablet reportedly will also compete in this space. Amazon recently dropped the Kindle’s price to better compete. Photo credit: richardmasoner

49. LED BULBS CFLs are rapidly replacing incandescents, but LED bulbs use even less energy, last longer (up to 50,000 hours) and don’t contain mercury. The catch is their price tag (roughly $40 to $100-plus per bulb), but new breakthroughs are likely to bring costs down. The U.S. Department of Energy is testing the first entry for its L Prize, a contest to create a better LED-based alternative to a 60-watt bulb, from Philips. Photo credit: trenttsd

50. LI NING The Nike of China, named for the country’s Olympic medalist hero, is cautiously expanding globally, thanks to a massive rebranding. Li Ning products are based on the Chinese concept of sport as a person’s overall movement—active moments integrated into everyday life—rather than a formal, categorized activity. Photo credit: www.lining.com

51. LIFESTREAMING Online sharing will accelerate with the emergence of lifestreaming: aggregating one’s social media channels via applications like Posterous and Tumblr, resulting in a centralized stream of text, images, videos and links. This new communication channel bridges old- school blogs and Twitter. AOL has a lifestreaming platform, and Yahoo! is said to have one in the works. Photo credit: fbueno.net

52. LIONEL MESSI This increasingly prolific 22-year-old Argentinean will be a player to watch during the 2010 World Cup. A star for Barcelona, Messi is being touted as the greatest left-footer since Maradona, who has called him the world’s best player; Messi has already won the Ballon d’Or and FIFA World Player of the Year nominations, as well as Olympic Gold. Photo credit: prettyfriendship

53. LITTLE BOOTS This British electro-pop artist has both pop-star potential (with comparisons to Lady Gaga and Kylie Minogue) and an indie music following. She’s building momentum among American and Japanese fans of ―smart pop,‖ who love her DIY vibe and homemade YouTube videos, in which she plays the Tenori-on, a ―beat visualizer‖ from Japan. Photo credit: DesheBoard

54. LOCAL, NONPROFIT ONLINE NEWSPAPERS Watch for more so-called public media organizations that emulate the Voice of San Diego, MinnPost in the Twin Cities, the new Texas Tribune and a well-funded upcoming San Francisco venture, among others. Meanwhile, legislation before the U.S. Congress would help existing newspapers gain nonprofit status. Photo credit: alex-s

55. LOST SERIES FINALE In 2007, ABC announced that Lost would end its run in May 2010. Expect Seinfeld-level buzz to surround the sixth-season conclusion to the complex thriller. Photo credit: hairlichkeit

56. LUXURY GOES EAST With developed-world consumers eschewing conspicuous consumption and China now home to more high- net-worth individuals than the U.K., the high-end luxury market is moving East. Record-breaking sales in fine wine, antique diamonds and art at Sotheby’s auctions in Hong Kong point to an upper class that’s looking to amass tangible assets, flaunt their success and stand out from the crowd. This is likely to influence product development as well as business models. Photo credit: Hong Kong dear Edward

57. MARINA SILVA Some are comparing this Brazilian politician and environmentalist to President Obama: She’s black, charismatic and from a poor family. Earlier this year she was awarded the Sophie Prize, an environment and development award. Although a long shot, she’s expected to run in the 2010 presidential election. Photo credit: Egeu Laus

58. MIA WASIKOWSKA 2010’s biggest new ingénue may be Mia Wasikowska, who plays the title role in Tim Burton’s Alice in Wonderland, due in March. She’ll also co-star in The Kids Are All Right with Annette Bening and Julianne Moore. The 20-year-old Australian is so far best known for her role as Sophie in HBO’s In Treatment. Photo credit: Loren Javier

59. MICHAEL JACKSON TRIBUTE CONCERT A mega-concert to honor Jackson, originally slated for September 2009 in Vienna, will take place at London’s Wembley Stadium in June, a year after the King of Pop’s death. Expect more hyped-up global coverage. Photo credit: ricardodiaz11

60. MOBILE MONEY Increasingly, people will be able to send money via their mobile phones as quickly as they would a text message. In the developing world, this helps entrepreneurs overcome infrastructure issues, and allows banks and retailers to reach people in remote rural areas; in the developed world, it may breathe new life into retail markets. Photo credit: Asim Bijarani

61. MOBILE TICKETING Flashing cell phones at airports and event venues will replace paper tickets. Traditional boarding passes are becoming passé, with some major airports using scanners to read bar-coded passes and several airlines shifting to paperless check- in. Ticketmaster started large-scale mobile ticketing in the U.S. in April; Bollywood fans don’t need tickets torn at Indian cinemas; and a new service from ticket operator Paylogic and Mobiqa, an innovator in mobile ticketing, is rolling out in the Netherlands. Photo credit: kawanet

62. MORE VIRTUAL CURRENCIES Watch for peer-to-peer virtual currencies to expand beyond the realms of online gaming and Second Life. Hub Culture, for example, is a global network of people who trade goods, services and knowledge using a digital currency called Ven. Social networks with built-in trust and reputation factors will help drive this trend. Some are rallying around Craig Newmark to create a digital currency around Craigslist. Photo credit: Ivan Walsh

63. NEW PORTRAIT OF HISPANIC AMERICA For the first time, English-Spanish Census forms will be distributed to 13 million households in high-density Hispanic areas. The 2010 Census will also define Hispanic as an ethnicity, separate from race, potentially boosting the number of Hispanics counted. Photo credit: Adrian Miles ©

64. “NUTRITION-WASHING” Watch for a backlash from government authorities and experts against the proliferation of health and nutrition claims from food and beverage brands. Much as ―greenwashing‖ has made consumers skeptical about brands’ environmental claims, shoppers will increasingly take health messaging with a grain of salt. Photo credit: Dan4th

65. OBESOGENS Watch for policies on environment pollutants to be spurred by a growing body of research on obesogens, chemical compounds in the environment—notably from plastics—that can turn developing cells into fat cells. These stay with a child for life, making weight loss difficult. Photo credit: everyone’s idle

66. ORGANIC FAST FOOD Organic is the new hook in quick-service eateries, with chains such as Organic to Go and O!Burger popping up around the U.S. The wave is hitting Europe too. Look for more chains in more regions. Photo credit: kyz

67. PANDEMIC FATALISM SARS, avian flu, swine flu ... we’ve been bombarded with so many candidates for a global pandemic and so much media hyperventilation that, for better or worse, we’ll soon start to tune out. Photo credit: Y

68. PAYING FOR ONLINE CONTENT Content providers will attempt to engineer a paradigm shift from free to fee. Five major magazine and newspaper publishers in the U.S. recently launched a venture that would create an iTunes-like digital store for their content. In the U.K., about 70 percent of respondents to an annual survey by the Association of Online Publishers said they plan to start charging for content or already do so. Photo credit: stevendepolo

69. THE PIRATE PARTY While critics dismiss them as just a bunch of kids proclaiming their right to free file-sharing, this grassroots movement is broadening to embrace issues of the digital age: censorship, privacy rights and civil liberties on the Web. The Pirate Party, active in 28 countries in Europe and North America, is already the third-largest in Sweden (home of Pirate Bay, the controversial file-sharing site), where one member was elected to the European Parliament last June and another, last November. Photo credit: theimpressionist.co.uk

70. PLAYSTATION 3 MOTION CONTROLLER In spring 2010, Sony will challenge Nintendo’s Wii with a motion controller that, when used in combination with the PlayStation Eye camera, can also detect a player’s voice, body motion and face and show the player’s image on the TV screen. Photo credit: włodi

71. POST-LULA BRAZIL Called ―the most popular politician on earth‖ by President Obama, Brazilian president Luiz Inácio Lula da Silva has ably guided his nation through the downturn. But Lula’s term expires next year, and everyone in Latin America will be watching to see how Brazil defines its future come the October elections. Photo credit: World Economic Forum

72. PRO MODDING Video game ―modding‖—modifying software to create new content— has thus far been strictly amateur, but in 2010 several titles will allow users to modify or add content and sell their version through the developer’s distribution network. Modders will receive a share of profits. For example, musicians can sell their tracks in the Rock Band virtual store (subject to peer review) at prices they set themselves. Photo credit: mark sebastian

73. PUBLIC BICYCLES These are becoming common street furniture in cities worldwide as an antidote to traffic, pollution and obesity. Next year Boston and London will roll out public-use bikes; Paris and Barcelona both embraced similar programs in the last two years. This year, dozens of European cities pledged in the Charter of Brussels to boost the number of commuter trips by bike to 15 percent by 2020. The first global urban bicycling conference takes place in June in Copenhagen. Photo credit: infomatique

74. RECYCLING GRAY WATER As water shortages become a growing problem around the world, watch for more focus on recycling ―gray water‖— wastewater from bathing, dishwashing, etc.—in residential and commercial buildings. Government regulation is being loosened to allow its use, primarily for landscape irrigation and in toilets. Photo credit: Wonderlane

75. RETAIL AS THIRD SPACE Retail spaces will increasingly serve as a ―third space‖ that’s only partly about shopping. Cash-strapped consumers can enjoy free services and entertainment or just socialize, while retailers attract more potential shoppers. Apple stores are a prime example; now Apple’s Steve Jobs is leading a revamp of Disney stores intended to make them more experiential. In China, IKEA has become a daytrip destination— whether or not visitors have any intention to buy. Photo credit: Max Braun

76. RETURN OF THE WATER FOUNTAIN The water fountain is undergoing a resurgence and redesign as people seek alternatives to single-use plastic bottles. New water-refilling stations charge a small fee for replenishing reusable bottles. Several so-called HydraChill stations, installed in London in October, charge 20 pence, which goes to an environmental group. Photo credit: Dan..

77. RUNAWAY DEMOCRACY For better or worse, the public will increasingly expect—and be granted—a say in matters ranging from governance (Americans had a chance to submit ideas to the new Obama administration) to business (in 2010, U.K. Walmart subsidiary Asda will involve customers in product development and other business decisions) to entertainment (concertgoers voting via SMS on a band’s encore song). Photo credit: ponchosquealº

78. SILENT DANCE PARTIES The idea of dancing to the beat via headphones—allowing partyers to pick their preferred music genre while leaving the neighbors undisturbed—is moving beyond music festivals and alternative venues. In the U.K., silent discos have been featured at weddings, Silent Sound Systems sells home kits, and several companies are focused around organizing these parties. Photo credit: lu_lu

79. SKI CROSS AT WINTER OLYMPICS The Vancouver Olympics will mark the Winter Games debut of this sport, which combines freestyle and alpine skills on rigorous courses and is likely to bring new excitement to the ski competitions. Photo credit: Tim in Sydney

80. SLOW BEVERAGES There’s ―slow food,‖ and now there are slow-down beverages—anti-Red Bulls. Brands including Slow Cow, Drank, Jones GABA, Mary Jane’s Relaxing Soda and OmegaChill are fortified with ingredients such as chamomile, melatonin and valerian root that purportedly promote calming; some take on the energy- drink category directly by claiming to also boost mental focus and concentration. Photo credit: Francis Bourgouin

81. SLOW COMMUNICATION A backlash against today’s proliferation of speedy and thoughtless Tweets, status updates and e-mails, and our always-on, skim-and-pass-along communication habits. Watch for more Web-based products and services like woofertime.com, a Twitter-parody site that requires at least 1,400 characters per post, and Email Addict from Google Labs, which forces 15-minute e-mail breaks by freezing the user’s e-mail window. Photo credit: kafka4prez

82. SPANISH E-BOOKS Watch for Spanish-speaking countries to join the e-book age: In the first big announcement related to digital books in Spanish, several of Latin America’s major publishing houses have joined together to offer a catalog of Spanish e-books, due in May. Photo credit: ceslava.com

83. SPIDER-MAN ON BROADWAY The classic superhero will make his next appearance on the Great White Way come February. The director of Broadway’s The Lion King will helm Spider-Man: Turn Off the Dark, while U2’s Bono and Edge will collaborate on the music. Photo credit: shane o mac

84. SPOTIFY This year-old ad-based and subscription streaming-music service allows users to listen to music anytime, anywhere for free. It’s big in Europe and is expanding to the U.S. and Canada. A Spotify iPhone app was recently released, and there’s talk of building a social network around the service. Photo credit: cellanr

85. STEPHEN STRASBURG The No. 1 overall pick in the 2009 Major League Baseball draft recently signed a record four- year, $15.1 million contract with the Washington Nationals. The 21-year-old rookie’s 2010 Nationals debut is keeping fans in high anticipation. Photo credit: MissChatter

86. STEVIA A year after the U.S. FDA approved this no-calorie herbal sweetener for use in food and beverages, an array of stevia- sweetened products touting ―all natural‖ claims are on their way to market. Although manufacturers are still working out taste issues, Mintel expects stevia sales to jump from $21 million in 2008 to upward of $2 billion by the end of 2011. Photo credit: Akajos

87. TACTILE/VISUAL DESIGN With the proliferation of touch screens, watch for more tactile/visual experiences that borrow from games to creep into user interface design— e.g., users unlock the T-Mobile G1 phone by drawing specific patterns on the screen. This type of contextual pattern matching is great for easy recall and makes mundane actions more fun, interactive and intuitive. Photo credit: bpedro

88. TRIP BUNDLING Business travelers are saving money and cutting down their time away from home by trading multiple short trips for longer ones that combine two or three destinations. Photo credit: edkohler

89. TV FOR TWEEN BOYS TV marketers have many avenues for reaching tween girls, but boys are more elusive. Now Cartoon Network is targeting this demographic with live-action and reality shows like Dude, What Would Happen. Disney’s rebranded channel Disney XD is counting on partnerships with ESPN and the anime series Naruto Shippuden; its purchase of Marvel Entertainment also brings icons like Iron Man and Spider-Man into the fold. Photo credit: mobu27

90. TV/WEB INTEGRATION At the same time that TV viewers are migrating in droves to the Web, many new TV sets are adding Web access capabilities. As real-time, interactive TV viewing gains steam, watch for more live chat and Tweeting to accompany broadcasts. Watch also for more futuristic technology, like the remote control IBM is developing that automatically blogs or Tweets what the user is watching. Photo credit: sarahintampa

91. URBAN FRUIT GLEANING Mix the traditional practice of collecting leftovers from farmers’ fields with social networking and you’ve got urban fruit gleaning. Web sites in the U.S., U.K. and Canada encourage produce proponents to post about fruit trees in public areas that can be harvested and surplus goods from home gardens, and connect people who want to swap too many tomatoes for a bumper crop of apples. Photo credit: MizGingerSnaps

92. U.S.-CUBA TIES The Obama administration has been working to make Cuba more accessible to U.S. citizens and businesses. As Congress continues to debate lifting the trade embargo, more Americans say it’s time to establish ties with their nearby neighbor. The island is a potential market for everything from agricultural products to telecommunications to automobiles. Photo credit: futureatlas.com

93. VIDEO Portable video cameras are in the hands of more people than ever, with the addition of video to the iPhone 3GS and the updated iPod Nano. Look for video content to surge, further driving the boom in online video viewership. And expect more surreptitiously filmed surveillance footage. A fitness chain in Minnesota has already banned Nanos from locker rooms. Photo credit: tomsun

94. VIRTUAL HOUSE CALLS More doctors are seeing patients via the Web, whether they are across town, across the country or on the other side of the world. While telemedicine gives people in remote locations better access to care, it’s increasingly being seen as a way for busy patients everywhere to get attention more quickly. It could also be a prescription for reducing health care costs. Photo credit: southerntabitha

95. VOLUNTEER REWARDS A new model is emerging to encourage volunteerism: Give something, get something in return. U.S.-based Sage Hospitality’s ―Give a Day, Get a Night‖ offer provides free accommodation at their hotels to people who donate a day of their time to charity. In January, Disney kicks off ―Give a Day, Get a Disney Day,‖ which will reward a million certified U.S. volunteers with a free day in a Disney park. Photo credit: Loren Javier

96. WATER FOOTPRINT TRACKING The latest eco-conscious label in the consumer packaged goods industry tells consumers how much water was used to produce a product. Finnish food manufacturer Ravintoraisio is one of the first companies to adopt the water footprint indicator. Photo credit: dumbledad

97. THE WATERLESS WASHING MACHINE Using nylon polymer beads, which pull stains off fabric, this machine requires just a cup of water. It saves energy as well: Since the clothes come out virtually dry, there’s little need for a dryer. The washers, developed by U.K. company Xeros, will initially be marketed to commercial laundry operations, beginning in 2010. Photo credit: Izzard

98. THE WINE-TAIL Sangria is old news: Mixing wine with juices, hard spirits and soda is going in new directions as mixologists create various ―wine- tails.‖ These cocktails come without the high alcohol content—appealing in these tone- it-down times. Photo credit: biskuit

99. THE WONDER GIRLS With their good looks, slick packaging, infectious pop songs and trend-setting videos, this South Korean girl group has conquered Asia and has its sights on the rest of the world. The Girls, who recently became the first Korean act to crack the Top 100 Billboard chart in the U.S., will release their next U.S. album in February. Photo credit: amylynne.

100. ZACH GALIFIANAKIS Hollywood’s newest lovable, schlubby nerd is a 40-year-old actor and comedian whose breakout role in 2009’s The Hangover has led to co- starring roles in Due Date with Robert Downey Jr. and Dinner for Schmucks with Steve Carell, both due in 2010. Photo credit: www.zachgalifianakis.com

THANK YOU 109 Ann M. Mack, Director of Trendspotting, JWT Worldwide, ann.mack@jwt.com WWW. JWT.COM | WWW.JWTINTELLIGENCE.COM | WWW.ANXIETYINDEX.COM © 2010 J. Walter Thompson Company. All Rights Reserved.

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F Jwt 100 Things To Watch In 2010 01.06.09[1]

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F Jwt 100 Things To Watch In 2010 01.06.09[1] — Presentation Transcript