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Elements of Culture: 2014 Trends Revealed
 

Elements of Culture: 2014 Trends Revealed

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These are the key, need-to-know trends of 2014: The Elements of Culture. Think of the Elements of Culture as a cultural literacy crib sheet – a system that looks at some of the most important trends ...

These are the key, need-to-know trends of 2014: The Elements of Culture. Think of the Elements of Culture as a cultural literacy crib sheet – a system that looks at some of the most important trends as they appear today, evolve tomorrow, and impact the world in the future. Each trend trend is presented in snack media form with direct Twitter links in order to easily share.

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    Elements of Culture: 2014 Trends Revealed Elements of Culture: 2014 Trends Revealed Presentation Transcript

    • ELEMENTS OF CULTURE: 2014 TRENDS REVEALED
    • INTRODUCING: THE ELEMENTS OF CULTURE The Elements of Culture are a proprietary guiding framework for sparks & honey and its cultural strategy methodologies. Dd 1 Data Divinity 4 Ss Sn Sensor Network 6 Qe Nm 2 Unfat Generation 8 Quantified Self Super Human 5 Qs Uf 1 Screen Culture Sh 3 Sc 2 Si Gc 4 Mf Te Geek Chic Sq Ex 12 Hy 6 Hyper Culture Ki 6 Sp 3 Ti 5 8 Real Thing 7 Small-scaling Kidult Space in the Air Rt 1 Slow Perception Sa 1 Convergence Culture Flattening Sm Cc 7 Ft 13 Exponentials Squealing 5 Ephemeral Rr 5 Redefined Retirement Third Genger 11 Modern Family 3 Hack Design Quantified Everywhere 10 Singletons H Tg 4 Power Woman New Masculinity 9 Second Skin 2 Pw 3 Pl Play Tangible Intangible St 2 Shock & Transgress Mm 4 Memory Management Ab En 6 Absurdism Enchanted The table represents the ecosystem of trends and cultural forces with the strongest energy and longevity, shaping culture and consumer behavior. Fl 7 8 Mind Gaming Frictionless Life 9 Sf 10 Mi Micro Manufacturing 13 Mg We 12 Ne Fq 2 Rs 9 Se 16 Icognito 8 12 Ma 19 Ru 3 Ss 10 Inwards Hd 4 Mi 11 Rurban Us Ie Ecoboostering Cq 13 Lw 11 Rc Sm Snack Media 14 Living Without Nh Codex Rt Ax 10 Armchair Explorer Bi 12 Binge New New Hollywood 13 Cx 8 Refreshed Classics 1972 7 Oneness Ll 9 Decay On 6 7 72 22 Flat Design Ec 12 Fl Dc 15 Glitch 21 Immersive 360° 5 Gl 14 Warm Technology 20 Made in the USA R Rb Wt 13 Hand Drawn Mashup In Lm Living Matter Raw 18 Nano World Ic 1 Na Ra 11 First Hand Look 17 Neo-psychedelic Cs Fh 10 De/re-materialization Cyborg Singularity 14 D De 16 Wearables Social Flares 11 Mg 9 14 Ob These elements drive our point of view on how brands should connect with culture in real-time. Mood Geisting Focus Quotient Startup Society Restoration 15 Sharing Economy © sparks & honey, 2014 St Strangify Moral Imperative 17 Io Insumer/Outsumer Rise of the Believer Life Logic Crowd IQ Provenance Radical Transparency 15 Pr Premiumization Open Brand 16 Le Life as Entertainment
    • TRACKING 80+ ELEMENTS OF CULTURE An organizing framework for trends. The elements are divided into five categories: humanity, science and technology, aesthetics, media and ideology. Every day, the sparks & honey team tracks and catalogs examples and manifestations of the Elements of Culture using quantitative and qualitative tools. Ab 5 Dd 1 Data Divinity 4 Sn Sensor Network Fl 7 6 Sf 8 Mi Micro Manufacturing 13 Mg Mood Geisting Mg Mind Gaming 10 We 12 De/re-materialization Cyborg Singularity 14 Ne Fq Nano World Rs 9 Focus Quotient Se 16 Ss 10 St Strangify 4 Mi 11 Rurban Io Insumer/Outsumer Hyper Culture Lm Hd Us R Rb Rise of the Believer Ie Ecoboostering Life Logic 7 Cq Crowd IQ Lw 11 Sm Provenance Nh Rt Ax Pr Premiumization Bi 12 Binge 14 Radical Transparency 15 Absurdism Codex 10 New New Hollywood 13 Cx 8 Armchair Explorer Snack Media Living Without En 6 Refreshed Classics 14 Mm Enchanted Rc 1972 On 13 9 Decay Shock & Transgress 4 Absurdism 7 St 2 Memory Management Ab 72 22 Oneness Ll 12 Fl Glitch 6 Play Dc 15 Flat Design Ec 5 Tangible Intangible Gl 21 Immersive 360° 5 Ti Pl Real Thing 14 Warm Technology 20 3 8 Slow Perception Wt Space in the Air Rt 1 Sp 7 Small-scaling Sa 1 Convergence Culture Ft 13 Cc 7 Flattening Sm 13 Made in the USA Moral Imperative 17 6 Hand Drawn Ru 3 Startup Society Sharing Economy 19 Mashup In Inwards Restoration 15 Ki Living Matter Ma Hy 6 Exponentials Squealing Raw Ex 12 Kidult Ra 18 Sq 5 12 Rr 5 Redefined Retirement Third Genger 11 Ephemeral Na 2 Icognito 8 Te First Hand Look 17 Ic 1 Fh 11 Mf Modern Family 10 Neo-psychedelic Cs 4 Geek Chic D De 16 10 Gc 3 Hack Design Tg 4 Power Woman Si Singletons H 9 Pw 3 New Masculinity 9 Second Skin 2 Wearables Social Flares 11 Qe Quantified Everywhere Frictionless Life 9 Ss Nm 2 Unfat Generation 8 Quantified Self Super Human 5 Qs Uf 1 Screen Culture Sh 3 Sc 2 Ob Open Brand 16 Le Life as Entertainment EXAMPLE OF AN ELEMENT
    • A LIVING NETWORK Like social media, neural networks or power grids, the Elements of Culture are interconnected, dynamic and constantly updated - each individual element contains subsequent networks of shifting micro-trends 2 2 Sc H Rt 13 Hack Design Radical Transparency Screen Culture 3 Sh Super Human Dc 15 Decay 10 10 Mi Moral Imperative 10 Mf Modern Family Fl 21 Armchair Explorer Flat Design 4 Ax Qs Quantified Self
    • 10 ELEMENTS OF CULTURE Here’s an exclusive look at ten key elements that will shape culture in 2014, 2015 and beyond
    • ELEMENT CRIB SHEET ELEMENT OF CULTURE Trend shaping culture quantified on energy and prediction ENERGY SCORE Algorithmically calculated energy of a trend (highest score is 5) PREDICTION SCORE Algorithmically calculated longevity of a trend (highest score is 40) ACCELERATORS Elements of culture that strengthen trends COUNTER TRENDS Elements of culture that oppose trends
    • SHOCK & AWE Daring, shocking, surprising and taboo-breaking. 2 St TWEET THIS TREND Shock & Transgress ELEMENT ENERGY PREDICTION
    • SHOCK & AWE OPPOSING FORCES ACCELERATOR: EXPONENTIALS JELLYFISH APOCALYPSE COUNTER TREND: MORAL IMPERATIVE POPE FRANCIS
    • SHOCK & AWE NOW This element covers purposeful puncturing of indifference, as well as the unintentionally jarring. Notably, Rob Ford’s world has imploded, VICE has evolved from a hipster brand into a media empire, and creepy developments like blood facials continued to emerge. ROB FORD VICE BLOOD FACIALS
    • SHOCK & AWE NEXT In an effort to to cut through social noise and the declining ability to surprise people, marketing and entertainment companies will push the boundaries of human tolerance. Expect haunted houses, roller coasters, or puzzle rooms that can quite literally scare you to death (after you’ve signed the waiver) and marketing that’s so in your face, it could kill you. NEAR DEATH EXPERIENTIAL
    • INCOGNITO Strategies for retaining control of personal data and avoiding surveillance. TWEET THIS TREND ELEMENT ENERGY PREDICTION Design changes of this first section to be applied to rest of document, but content should be intact
    • INCOGNITO OPPOSING FORCES ACCELERATOR: RADICAL TRANSPARENCY NYC CRIME MAPS COUNTER TREND: SCREEN CULTURE GRAND THEFT AUTO SELFIES
    • INCOGNITO NOW We’ve seen Incognito manifesting itself in 2013 through clandestine social media tools like Snapchat, secret assistance apps for battered women, like Aspire News, and the underground drug network known as Silk Road. SNAPCHAT ASPIRE NEWS SILK ROAD
    • INCOGNITO NEXT Cities will spring up that take anonymity to a logical extreme (in opposition to modern panopticons, like London and New York). Names will not be allowed, citizens will be required to wear masks at all times, housing will only be temporary, forcing residents to rotate where they call home. No one will ever card you at a bar, because no one will ever know you existed in the first place. ULTRA-ANONYMOUS LIVING
    • PRANKSTERISM Faked stunts that deceive the public for fun, fame, laughs, goodwill or profit. TWEET THIS TREND ELEMENT ENERGY PREDICTION
    • PRANKSTERISM OPPOSING FORCES ACCELERATOR: SNACK MEDIA TWITTER IPO COUNTER TREND: THE REAL THING THE NEW ROYALS
    • PRANKSTERISM NOW This phenomenon has become much more prominent this year with examples of Danish storms that were far overblown, sarcastic, handmade, artisanal plungers, and an airline battle that turned out to be entirely fictional. DANISH STORM ARTISANAL PLUNGER AIRLINE BATTLE
    • PRANKSTERISM NEXT Faking is gaining steam as a tool to create buzz and conversation. As this movement escalates, new examples will be forced to grow more and more outlandish in order to compete. Expect a long con, international in magnitude that presents something unquestioned as fact as an elaborate marketing stunt – for example, the entire North Korean military regime being a fictional setup for the next installment of Mission Impossible. THE LONGEST CON
    • SHARING ECONOMY Sharing resources, goods, services, experiences, and information. 15 Se TWEET THIS TREND Sharing Economy ELEMENT ENERGY PREDICTION
    • SHARING ECONOMY OPPOSING FORCES ACCELERATOR: SCREEN CULTURE GOOGLE GLASS COUNTER TREND: RESTORATION SILICON VALLEY MEDITATION
    • SHARING ECONOMY NOW The sharing economy has grown from a smaller conversation to something that’s overwhelmingly mainstream. Examples of it have emerged via India’s collectively built Statue of Unity, a company that turns personal storage into a community sharing library, and community supported art initiatives (CSA+D). STATUE OF UNITY BOXBEE CSA+D
    • SHARING ECONOMY NEXT The sharing economy and interest in microbes have evolved in parallel. Look for communities growing more comfortable with the idea of sharing each other's best microbes for health and wellness. Pioneering entrepreneurs will take advantage of this shift by building businesses that specialize in the sale of exceptional microbes to those who are deficient. MICROBIAL ENTREPRENEURS
    • MICRO MANUFACTURING Making and production on a small-scale, including one-off items. 11 Mi TWEET THIS TREND Micro Manufacturing ELEMENT ENERGY PREDICTION
    • MICRO MANUFACTURING OPPOSING FORCES ACCELERATOR: STARTUP SOCIETY SILICON VALLEY/ALLEY COUNTER TREND: HAND DRAWN JENNI SPARKS’ MAP OF NYC
    • MICRO MANUFACTURING NOW 3D printing has hit the cultural mainstream. Custom prosthetics are developing a new movement of prosthetic pride, this year’s Victoria’s Secret Fashion Show prominently features a model wearing printed snowflakes, and the V&A Museum has included the world’s first 3D printed gun in its collection. PROSTHETICS VICTORIA’S SECRET PRINTED WEAPONS
    • MICRO MANUFACTURING NEXT Bio-hacked insects and animals will be available on command for creating objects and becoming objects themselves. Thousands of ants will assemble to form living bridges for vehicles to traverse, birds will swarm together to create gigantic nests as temporary human housing structures, and spiders will weave custom-tailored, bespoke (unbelievably durable) clothing. New moral questions around how we interact with the natural world will arise in coordination with this development. FERAL PRINTING AND MANUFACTURING
    • DE/REMATERIALIZATION Reassembling and reconstituting things. 9 D De TWEET THIS TREND De/re-materialization ELEMENT ENERGY PREDICTION
    • DE/RE-MATERIALIZATION OPPOSING FORCES ACCELERATOR: MICRO MANUFACTURING 3D PRINTED ORGANS COUNTER TREND: RURBAN (I.E. RURAL + URBAN) GOTHAM GREENS
    • DE/RE-MATERIALIZATION NOW Modularity, reimagination, and the creation of physical manifestations of digital brands have flourished in the last 12 months. In Azerbaijan, mobile parks roam the streets, Bond Gifts has been using robots to write physical thank you notes, and Evernote has created a line of lifestyle products to complement its digital suite. BOND GIFTS MODULAR PARKS EVERNOTE
    • DE/RE-MATERIALIZATION NEXT The intersection of on-demand technology, modularity, and resource scarcity will force cities to create pieces parts (buildings, infrastructure, and more) that can be repurposed and mobilized. Imagine future Olympic venues that can travel from host city to host city without need for reconstruction. Buildings themselves will no longer be thought of as permanent, instead, they will be composed from shifting, moving pieces that constantly redefine how they look, work, and exist. ON DEMAND ARCHITECTURE & INFRASTRUCTURE
    • WEARABLES Technology that is worn on the body or embedded in clothing. 10 We TWEET THIS TREND Wearables ELEMENT ENERGY PREDICTION
    • WEARABLES OPPOSING FORCES ACCELERATOR: QUANTIFIED SELF WITHINGS COUNTER TREND: INCOGNITO NSA SURVEILLANCE
    • WEARABLES NOW Wearables have ascended in popularity in coordination with the growth of Quantified Self. A mix of fringe experiments have surfaced this year, like electronic makeup, clothes embedded with technology, and a slew of more mainstream smart watches. E-MAKEUP CUTE CIRCUIT TOQ WATCH
    • WEARABLES NEXT Subcutaneous technology combined with advances in biological science will create a future where physical states are a push of a button away. Want to chill out? Tap your forearm. Change your hair color for next month? Just a menu away. Need to put on a little bit of weight on for the coming cold spell? Press a button and you’ll gradually gain pounds as your metabolism shifts. BODY OPERATING SYSTEM
    • LIFE AS ENTERTAINMENT Consumers as voyeurs, entertained by others who broadcast their lives. 16 Le TWEET THIS TREND Life as Entertainment ELEMENT ENERGY PREDICTION
    • LIFE AS ENTERTAINMENT OPPOSING FORCES ACCELERATOR: PLAY COSPLAY COUNTER TREND: INWARDS THE RISE OF PAGANISM
    • LIFE AS ENTERTAINMENT NOW In addition to being mesmerized by the internet’s obsession with Nicholas Cage, 2013 has seen the recreation of Rocky’s training run (50 kilometers!) by ultramarathoners, a documentary about the origins of America’s favorite hot sauce, and much more. NICK CAGE RECREATING ROCKY SRIRACHA DOCUMENTARY
    • LIFE AS ENTERTAINMENT NEXT Wearable cameras and discrete devices will make capturing life’s most entertaining moments simple, seamless, and covert. Expect sitcoms stitched together (unknowingly to participants) from real life office experiences, more access to areas typically veiled from the public eye, and a burst of activist content as a reaction to state surveillance. DISCRETE AUTEURS
    • SHADOW WORLD Black markets and the dark corners of society as spaces for experimentation. TWEET THIS TREND ELEMENT ENERGY PREDICTION
    • SHADOW WORLD OPPOSING FORCES ACCELERATOR: SQUEALING (I.E. DISPARITY) THE END OF RETIREMENT COUNTER TREND: DATA DIVINITY IBM WATSON
    • SHADOW WORLD NOW The deviant economy is flourishing with businessmen, artists, libertarians and even normal joes looking to experiment on the fringes. Legalization of marijuana has brought some of this to mainstream conversation, along with speculation around Bitcoin and the visibility of dealers who sell drugs or feud via social channels such as Instagram. BITCOIN MARIJUANA LEGALIZATION #DRUGS
    • SHADOW WORLD NEXT As black markets grow in strength, some world governments may realize the potential economic opportunity and create legal frameworks giving shady businesses the right to operate. Like inverted B Corporations, D Corporations (or Deviant Corporations) would be offered legal bounds to interact in typically illegal capacities, while restricting their liability from oversight, retribution or jail-time. D CORPORATIONS
    • FLATTENING Democratization resulting in homogenization of culture, gender, and economy. Ft 13 TWEET THIS TREND Flattening ELEMENT ENERGY PREDICTION
    • FLATTENING OPPOSING FORCES ACCELERATOR: POWER WOMAN JENNIFER LAWRENCE COUNTER TREND: DECAY ZOMBIES
    • FLATTENING NOW In spite of counteracting cultural forces, people are using technology and media to better others. In San Francisco, former homeless citizens teach tech to empower others. Nearby, Matternet is utilizing drones to bring speedy aid to the developing world. In New York, one lighthearted photographer has given taxi drivers the opportunity to show off their true colors. HOMELESS TECH CENTER MATTERNET TAXI CALENDAR
    • FLATTENING NEXT In an age when job security is low, physical social networks are strained and distant cities are starting to look more and more alike (Paneras and Chipotles everywhere you look), there are fewer and fewer reasons to tie people to one place. An inversion of the American ideal will occur as the masses become gradually untethered, bound only by the work (or telework) they can find and the price of energy needed to move from point A to point B. EXTREME MIGRATION
    • SPARKS & HONEY NAMED AS 1 OF 10 TOP AGENCIES TO WATCH IN 2014 BY ADAGE “This Omnicom-backed "newsroom"-oriented agency starts each morning with a cultural briefing for clients such as Hyatt, Jarden and Life is Good, for whom it developed six "culture-to-commerce" T-shirts. In 2013 it grew from two to 17 clients and quadrupled its staff to 20.”
    • S&H CORE OFFERINGS CULTURAL STRATEGY CULTURAL INTELLIGENCE • Dd 1 Social & Cultural Listening Competitive Intelligence & War Gaming 4 Sn • Segment Analysis & Tracking • Topic Deep Dives • Issue Monitoring Fl Event Tracking • Sensor Network 7 Real-time Burst identification • Channel Analysis • Content & Influencer Strategy • Editorial & Cultural Calendars Sf Mi Micro Manufacturing Mg Mood Geisting Qe Second Skin H 2 8 Mg Mind Gaming 10 We Ne 17 Fq 2 Rs 9 Icognito 8 Focus Quotient • • Se Sharing Economy Hy 6 Ra Lm Na Living Matter Raw Ma 18 19 Hd Ie Hand Drawn Mashup Ru In 3 Ss 10 4 Mi 11 Rurban Us Immersive 360° Made in the USA R Rb Ecoboostering 13 St Moral Imperative Rise of the Believer Life Logic Crowd IQ Io Influencer Outreach Strangify 11 Insumer/Outsumer • Channel Optimization & Fan Base Development • Analytics & Measurement • 4 Provenance 6 • 8 Sm En • Nh • Rt • Pr Premiumization • Cx Product, Service & Packaging Development Codex Ax 10 Business Model Design & Reimagination Armchair Explorer 12 Bi Business Context Analysis Binge 14 Radical Transparency 15 Projecting Segments into the Future (Consumers of the Future) Memory Management New New Hollywood 13 Mm Enchanted Rc Snack Media Living Without Community Management 17 Lw 14 Oneness Ll 12 7 Macro Trend Identification & Quantification Shock & Transgress Refreshed Classics 1972 On Cq 6 9 Decay Flat Design Ec 5 • Ab St 2 Absurdism 7 72 22 Pl Play Dc 15 Fl 21 Social Media Content (short and long form) posts, tweets, vines, videos, blog, etc. 5 Tangible Intangible Gl Glitch Warm Technology 20 Ti Real Thing 14 • Space in the Air 3 8 Slow Perception Wt 13 Sa 1 Rt 1 Sp 7 Small-scaling Kidult Cc Convergence Culture Flattening Sm 6 INNOVATION 7 Ft 13 Exponentials Ki 12 Hyper Culture Real-Time Commerce Startup Society 16 Ex 12 Squealing 5 Ephemeral Inwards Restoration 15 Fh 11 Nano World Ic 1 Sq 11 Real-time Content Production Te 4 First Hand Look • Rr 5 Redefined Retirement Third Genger Modern Family Gc 10 De/re-materialization Cyborg Singularity 14 • Mf 10 Singletons 3 Neo-psychedelic Cs Power Woman Geek Chic D De 16 Wearables 12 Si 9 • Tg 4 Pre-Planned (70/30) Content Production Online and Off Line Hack Design 9 Pw 3 New Masculinity Ss 8 Quantified Everywhere Social Flares 11 13 • 6 Frictionless Life 9 • Nm 2 Unfat Generation Quantified Self Super Human 5 Qs Uf 1 Screen Culture Sh 3 Sc 2 Data Divinity • CONTENT & AMPLIFICATION Ob Futurism Open Brand 16 Le Whitespace Identification Life as Entertainment Real-Time Media Amplification • Brand/Partner & Acquisition Recommendations 47
    • SYNCING BRANDS WITH CULTURE SIGN UP ON OUR WEBSITE TO RECEIVE UPDATES AND FUTURE REPORTS: sparksandhoney.com FOR MORE INFORMATION: 212.894.5100 info@sparksandhoney.com @sparksandhoney bigthink.com/blogs/amped facebook.com/sparksandhoney sparksandhoney.tumblr.com 48