This report represents only a small snapshot of our trend analysis for 2013. If you are inspired to explore these trends and others in more detail, then please contact us to experience our more than ...
This report represents only a small snapshot of our trend analysis for 2013. If you are inspired to explore these trends and others in more detail, then please contact us to experience our more than twenty-five 2013 reports, one-day strategy workshops, industry- and audience-focused cultural insights and real-time activation approaches that can help you synchronize your brand with the latest high energy shifts in culture.
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As we look toward a new year, the sparks & honey team has identified 54 trends that will shape business and popularculture in 2013 and beyond. Based on our Culture Mapping Platform and new scoring methodology, we have created thefollowing trends snapshot.I invite you to explore this report and share it with others. Over the next 12 months, these trends will inspire marketingexecutives, entrepreneurs and innovation experts and lead to the development of new startups, brand transformation,product design and branded content.This report represents only a small snapshot of our trend analysis for 2013. If you are inspired to explore these trends andothers in more detail, then please contact us to experience our more than twenty-five 2013 reports, one-day strategyworkshops, industry- and audience-focused cultural insights and real-time activation approaches that can help yousynchronize your brand with the latest high energy shifts in culture. 2
In This Report 54 TRENDS Weve identified “Now,” “Next” and “Future” trends within 18 categories ranging from Art to Travel. "Now" trends are those with high energy and can be leveraged in the present; "Next" trends will begin to manifest towards the end of 2013 and gain traction through 2014; "Future" trends are fringe signals that will play out in 2015 and beyond.s&h 2013 Trends Snapshot 3
Methodology We track and analyze thousands of cultural data sources in real time, incorporating live data feeds from numerous APIs as well as hundreds of offline sources. Using a proprietary Culture Mapping Platform, we monitor cultural bursts, identify clusters of activity and trends, score their energy levels, project their lifespans and analyze their cultural resonance. This intelligence helps brands understand and connect with popular culture in order to make more strategically informed business decisions. Our platform incorporates three different frameworks to structure and contextualize raw data: A mapping system used to model dynamic, CONTENT NETWORKS interconnected webs of cultural activity. The Energy Score is rated on a scale of 1-5. It reflects the speed of reach and volume of buzz, ENERGY ENERGY SCORE and incorporates a ranking of influencer activity & that includes reach, resonance and relevance. PREDICTION SCORE The Prediction Score is rated on a scale of PREDICTION 1-40. It reflects anticipated duration of a trend. same-sex marriage equality DNA A unique set of attributes that describes the corporate support core concepts of each trend. love acceptances&h 2013 Trends Snapshot 4
2013 Snap Shot Overview NOW NEXT FUTURE ART THE NEW AESTHETIC BIOISM ARTIST AS DATA INTERPRETER BEAUTY MICROBIAL BEAUTY CAMERA READY DIY PLASTIC SURGERY BOOKS SELF-MADE CELEBRITIES REAL-TIME REMIX CONNECTED PAPER DESIGN REMATERIALIZING THE NEW KINKO’S TRANSFORMABLE DESIGN EDUCATION THE TECHNOLOGICAL DIVIDE DIGITAL EDUCATION SLIDING SCALE UNIVERSITY FASHION MAGIC MIRRORS TAILOR ON DEMAND INVISIBILITY FINANCE PATCHWORK NATION THE SHARING ECONOMY VIRTUAL GOODS EXCHANGE FOOD AUTOMAT 2.0 GMO FOOD FIGHT THE NEW SPEAKEASY GAMING DIGITIZED REALITY GAMING AS SPORT OPEN SOURCE REVOLUTION HEALTHY LIVING ANCIENT FITNESS QUANTIFIED HEALTH THE IKARIAN DIETINTERNET CULTURE MEMES INSPIRING CULTURE EFFORTLESS CONTENT GESTURECON MOVIES LUXURY THEATERS 4D EXPERIENCE IMMERSIVE CINEMA MUSIC COLLABORATIVE CREATION ARTIST AS ENTREPRENEUR HACKSTRUMENTS SCIENCE THE MICROBIOME ELECTIVE BIONIC SURGERY HANDMADE HUMANS SPIRITUALITY EXPLOSION OF CONSCIOUS MEDIA RISE OF THE NONES ARTIFICIAL SOUL SPORTS ATHLETE ENTREPRENEURS THE DIGITAL STADIUM SAFETY TECHNOLOGY TECHNOLOGY AUTOMATED LIFE AMBIENT DOCUMENTATION SOCIALLY AWARE ROBOTS TRAVEL 2013: A SPACE ODYSSEY ARMCHAIR EXPLORATION PERSONAL VEHICLES 5
54 Trends for 2013: Now, Next & Futures&h 2013 Trends Snapshot 6
Art Now Next Future THE NEW AESTHETIC BIOISM ARTIST AS DATA INTERPRETER The language of digital culture is driving a Innovations in microbiology are allowing Algorithmically determined design processes movement and style that fetishizes the artist-scientists to increasingly use nature as are increasing in sophistication, pointing to computer aesthetic. The New Aesthetic sits at canvas and medium. New living art captures the future proliferation of generative data- the intersection of the virtual and physical, the beauty of microscopic organisms as they driven art systems that use robotics, exploring the visual language of technology evolve and incorporates living matter as an mathematics and mechanical elements to such as glitch images, Google Street View, aesthetic element. create. photography and data visualizations. Look for this idea to continue to spread throughout the art and design world. TREND DNA SCORES TREND DNA SCORES TREND DNA SCORES virtual meets physical microbiology data art digital biomimicry algorithms ENERGY ENERGY ENERGY computers nature systems glitch science generative +9 more + 7 more + 10 more PREDICTION PREDICTION PREDICTIONs&h 2013 Trends Snapshot 7
Beauty Now Next Future MICROBIAL BEAUTY CAMERA READY DIY PLASTIC SURGERY Following the publication of the Microbiome Social media and the age of pervasive HD Home beauty technology, including laser hair study, new forms of microbial-based beauty photography are driving a culture of “perfect removal and skin exfoliation, will become and health regimens develop and become beauty.” Innovations that allow individuals to more accessible, making at-home cosmetic popular with the mass market. present a camera-ready image all the time procedures a reality. will begin to enter the market. TREND DNA SCORES TREND DNA SCORES TREND DNA SCORES microbiome social media technology balance surveillance DIY ENERGY ENERGY ENERGY internal image management spa skin + 5 more home + 15 more +6 more PREDICTION PREDICTION PREDICTIONs&h 2013 Trends Snapshot 8
Books Now Next Future SELF-MADE CELEBRITIES REAL-TIME REMIX CONNECTED PAPER Driven by the ease of ebook publishing, a With the interactive nature of and instant A new wave of books will be packaged in wave of self-made celebrities will continue to feedback to ebooks, authors and publishers print + digital bundles with highly top the bestseller list. Major publishers will tap will be able create new narratives and edited customizable reading options. Print editions into these rising stars in search of their next versions on the fly based on reader behavior. will include sensor-based bookmarks that let big hit. the digital device know what page the reader is on in the paper format. TREND DNA SCORES TREND DNA SCORES TREND DNA SCORES ebooks feedback analog self-made celebrity custom sensors ENERGY ENERGY ENERGY DIY content cross channel publishing platforms remix print + 10 more interactive + 7 more PREDICTION PREDICTION PREDICTION + 5 mores&h 2013 Trends Snapshot 9
Design Now Next Future REMATERIALIZING THE NEW KINKO’S TRANSFORMABLE DESIGN Following the explosion of headphone culture, Makerspaces will continue to pop up in cities Transformable designs like digital wallpaper more brands and designers will create across the country, similar to the emergence and customizable furniture will bring the physical products to enhance or embody the of Kinko’s during the desktop publishing easily modifiable aesthetic of the virtual virtual digital lifestyle so consumers can enjoy explosion. world into the real world. Enabled by a tactile, tangible object as part of their digital intelligent projectors, surfaces and materials, consumption. 3D printing and similar technologies will also the physical will become digital. drive a locally distributed manufacturing movement, allowing for small-batch production and customization, with possible broad-ranging implications for mass manufacturing and imports from China. TREND DNA SCORES TREND DNA SCORES TREND DNA SCORES analog 3D printing transformable products tactile customization sensors ENERGY ENERGY ENERGY interface mass manufacturing customized aesthetic physical +10 more + 5 more +10 more PREDICTION PREDICTION PREDICTIONs&h 2013 Trends Snapshot 10
Education Now Next Future THE TECHNOLOGICAL DIVIDE DIGITAL EDUCATION SLIDING SCALE UNIVERSITY As more schools require students to bring in Technology is revolutionizing education from Schools are considering charging by major - their own laptops and tablets, the divide the networked, group learning of “massive less for those that lead to in-demand jobs between the “haves” and “have-nots” is online open courses” to software that makes (technology, engineering) and more for those becoming more pronounced. While low cost learning fun and engaging for young learners. that instill less marketable skills (art history, tablets like the Aakash 2 may offer a viable Look for a surge in enrollment for both free philosophy). This same idea is being solution to this imbalance, look for this and paid online schools and a continued flow entertained by lenders. Ivy League students situation to drive conversation around the of technology into all levels of classrooms. (who are less likely to default) would be future of education. charged lower interest rates than students at community colleges and for-profit schools. TREND DNA SCORES TREND DNA SCORES TREND DNA SCORES tablets MOOC loans digital divide networked learning in-demand jobs ENERGY ENERGY ENERGY iPad software finance classroom technology online schools new model + 10 more + 15 more + 5 more PREDICTION PREDICTION PREDICTIONs&h 2013 Trends Snapshot 11
Fashion Now Next Future MAGIC MIRRORS TAILOR ON DEMAND INVISIBILITY RFID sensor-embedded mirrors are enhancing 3D printing and laser cutting technology are A new technology based on the properties of the retail experience, offering detailed real- revolutionizing custom clothing production, fish skin is promising the possibility of a true time information about in-store items. offering on-demand personalized apparel. invisibility cloak. The rapidly growing practice of Intelligent mirrors also allow customers to Look for brands to offer their collections, biomimicry - design based on nature’s principles instantly change the colors of clothing they fabrics and patterns as raw material to be - is inspiring numerous innovations that are are trying on, providing an effortless and “hacked” and customized by consumers at transforming industries from transportation to interactive live shopping experience. point of purchase. architecture to fashion. TREND DNA SCORES TREND DNA SCORES TREND DNA SCORES sensors 3D printing biomimicry experience hacked brands fashion technology ENERGY ENERGY ENERGY interactive product customization nature RFID on demand sci-fi + 6 more + 8 more + 5 more PREDICTION PREDICTION PREDICTIONs&h 2013 Trends Snapshot 12
Finance Now Next Future PATCHWORK NATION THE SHARING ECONOMY VIRTUAL GOODS EXCHANGE Products and services that serve the growing Due to economic constraints and lack of job As digital, social and other virtual goods and segment of patchwork careerists, slasher- growth, an economy of sharing and barter currencies become increasingly important, workers and micro-entrepreneurs will services will grow and penetrate the look for a marketplace to trade virtual goods proliferate. mainstream. Look for both community and and alternative currencies to emerge. commercial ventures to offer access to tools, space, services and media. TREND DNA SCORES TREND DNA SCORES TREND DNA SCORES freelancing barter currencies co-working community digital goods ENERGY ENERGY ENERGY slasher shared services virtual money micro-entrepreneurs millennial +10 more + 5 more + 8 more PREDICTION PREDICTION PREDICTIONs&h 2013 Trends Snapshot 13
Food Now Next Future AUTOMAT 2.0 GMO FOOD FIGHT THE NEW SPEAKEASY Vending machines move out of the break While the fight over labeling GMO foods has In the face of New York and other cities new room as automated food systems - like hit the mainstream and become increasingly "pro-life" restrictions on unhealthy habits like sophisticated food delivery machines and heated, a new twist has entered the story. An soft drinks and smoking, a new speakeasy robotic chefs - proliferate in areas familiar initiative out of England is looking to culture will emerge, offering private clubs and and unexpected, offering both convenience genetically modify harmful moths to create spaces where individuals can indulge in rich and a novel dining experience. muted offspring which die off before they foods and banned vices. reach maturity. Opponents say that this experimental process will have a number of harmful unintended consequences, potentially leading to a surge in other types of pests. TREND DNA SCORES TREND DNA SCORES TREND DNA SCORES automation GMO pro-life robot chefs food history indulgence ENERGY ENERGY ENERGY vending organic vices convenience heritage restrictions + 5 more + 5 more + 10 more PREDICTION PREDICTION PREDICTIONs&h 2013 Trends Snapshot 14
Gaming Now Next Future DIGITIZED REALITY GAMING AS SPORT OPEN SOURCE REVOLUTION Real world-virtual world hybrids will drive Once considered a fringe pastime, The Android-based $99 OUYA gaming innovation in video games, combining digital professional video gaming competitions are system is challenging the traditional console functionality with the open palette of the poised to become a mainstream model with a low price point, hackable physical world. phenomenon. Major League Gaming is a hardware and free-to-try streaming games. driving force in this movement - its Fall The game development process is being championship could draw over 15,000 upended as well; an open development attendees and millions of online viewers. policy will democratize game creation, allowing producers big and small to compete. TREND DNA SCORES TREND DNA SCORES TREND DNA SCORES augmented reality gaming open source hybrid gaming competition hacking ENERGY ENERGY ENERGY physical interaction events free-to-try gesture recognition sports streaming + 3 more + 5 more + 10 more PREDICTION PREDICTION PREDICTIONs&h 2013 Trends Snapshot 15
Healthy Living Now Next Future ANCIENT FITNESS QUANTIFIED HEALTH THE IKARIAN DIET Economic hard times and a drive for Sensor networks and big data will be used to Whole grains, locally-grown produce, goat simplicity is driving a “back to basics” pioneer systems and methods to seamlessly milk products and slow-paced lifestyles, exercise movement. Enthusiasts use body solve personal and public health issues. including extensive napping, come to the weight-bearing routines and everyday Moving beyond the Quantified Self forefront as science validates the life- objects as equipment. movement, data-health practices will extending practices of the residents of the become commonplace and integrated into Greek island of Ikaria. everyday life. TREND DNA SCORES TREND DNA SCORES TREND DNA SCORES minimalism quantified self tradition exercise big data life extension ENERGY ENERGY ENERGY back to basics frictionless local food effectiveness sensors lifestyle + 6 more + 10 more + 7 more PREDICTION PREDICTION PREDICTIONs&h 2013 Trends Snapshot 16
Internet Culture Now Next Future MEMES INSPIRING CULTURE EFFORTLESS CONTENT GESTURECON Internet memes have had a major impact on Services like the content-simplifying app In an ever more visual culture, body popular digital culture, but their influence is Summly and the Google Now intelligent language takes on new importance. Look for extending into realms such as fashion and personal assistant are helping users new user interfaces that rely on mainstream television. Nyan Cat is just the effortlessly find and digest content and "gesturecons"-- physical movements with first meme to have its own pop-up store. information. With an ever-increasing amount of digital meaning. content online, consumers will come to expect such custom experiences. TREND DNA SCORES TREND DNA SCORES TREND DNA SCORES fashion algorithms gestures pop culture ENERGY intelligent visual language ENERGY ENERGY memes neural nets symbols digital culture data communication + 20 more + 15 more + 10 more PREDICTION PREDICTION PREDICTIONs&h 2013 Trends Snapshot 17
Movies Now Next Future LUXURY THEATERS 4D EXPERIENCE IMMERSIVE CINEMA Driven by the rise of home-and device-based Immersive 4D movies will create sensory As fully immersive and reactive virtual reality viewing, theaters will offer more amenities experiences that can’t be duplicated in home technology becomes increasingly such as bars and full-service dining in a theaters. Motion, scent and tactile experiences sophisticated, gaming will merge with the move to differentiate the viewing experience will engage viewers with a whole new layer of traditional cinema experience. In-theater and re-capture audiences. detail. scanners will digitize audience members as they arrive for a screening and the audience members avatar will be inserted into the film as a character. TREND DNA SCORES TREND DNA SCORES TREND DNA SCORES experience design sensory immersive entertainment full service tactile virtual reality ENERGY ENERGY ENERGY small luxuries scent gaming mobile-free zone experience interaction + 5 more + 5 more +10 more PREDICTION PREDICTION PREDICTIONs&h 2013 Trends Snapshot 18
Music Now Next Future COLLABORATIVE CREATION ARTIST AS ENTREPRENEUR HACKSTRUMENTS Crowdsourcing and artist-fan creations will As streaming continues to dominate the Hacked instruments and new musical create new collaborative releases and live marketplace, artists will develop new product interfaces will make new creative experiences that blur the line between packaging, designs and experiences that fans performances possible and lower the barrier musician and audience. Since creating will feel compelled to buy. With declining to entry for new musicians, offering intuitive remixes and cover versions of songs and sales and lower royalties from streaming, music creation experiences. Novel sounds videos has become second nature for artists will need to become creative and genres will be born out of this offshoot consumers, this reciprocal interaction will entrepreneurs to make ends meet. of the Hackdesign movement. become an expected part of the creative dynamic. TREND DNA SCORES TREND DNA SCORES TREND DNA SCORES collaboration experience Hackdesign remix design interface ENERGY ENERGY ENERGY interactive packaging customization fan culture novelty performance + 10 more + 5 more + 5 more PREDICTION PREDICTION PREDICTIONs&h 2013 Trends Snapshot 19
Science Now Next Future THE MICROBIOME ELECTIVE BIONIC SURGERY HANDMADE HUMANS The real impact of our microbial ecosystem Innovations in prosthetics, bionics and As a preventative measure against is being revealed by new research. biological enhancement are helping the overpopulation and global warming, scientists Healthcare and CPG companies will develop disabled in ways never seen before. Taking a are calling for "designer humans," physically innovative methods for healing and cue from elective plastic surgery on one hand smaller people who will have less impact on balancing our bodies and environments and doping on the other, biohackers will take the environment. Look for new developments using microbes. these technologies in radical new directions in in this area in genetic engineering. the effort to create superhuman-like abilities. TREND DNA SCORES TREND DNA SCORES TREND DNA SCORES microbiome bionics genetic engineering health ENERGY prosthetics designer humans ENERGY ENERGY beauty biohacking global warming balance augmented humanity overpopulation +7 more + 10 more + 5 more PREDICTION PREDICTION PREDICTIONs&h 2013 Trends Snapshot 20
Spirituality Now Next Future EXPLOSION OF CONSCIOUS MEDIA RISE OF THE NONES ARTIFICIAL SOUL Content that explores the intersection of A new “non-religious” spiritual movement will As humanity and technology continue to science and spirituality, metaphysics and take hold, capturing the growing number of intertwine and robots become more intelligent, mysticism accelerates in popularity as new atheists and millennial “nones” who do issues will arise around who and what is cultural factors drive a search for meaning not follow any religion. human - and who and what has a spirit. and technology makes this once-niche media category accessible to all. TREND DNA SCORES TREND DNA SCORES TREND DNA SCORES oneness atheism technology new age religion robots ENERGY ENERGY ENERGY science nones singularity consciousness belief spirit + 10 more + 8 more + 6 more PREDICTION PREDICTION PREDICTIONs&h 2013 Trends Snapshot 21
Sports Now Next Future ATHLETE ENTREPRENEURS THE DIGITAL STADIUM SAFETY TECHNOLOGY Athletes, whose professional careers are Second screens invade stadiums and arenas, With elite recruitment of athletes as young as typically short, are becoming active offering entirely new interactive experiences 10 or 11 years old, arguments around sports entrepreneurs, with involvement in businesses that rival or surpass the highly digital home and safety, especially concussions, will (Dwyane Wade/Court Grip), direct investments viewing experience. become more pronounced. New products (Shaquille ONeal/Tout) and franchising (Peyton and technologies will be introduced to Manning/Papa Johns). More athletes will safeguard athletes’ well-being at the same follow suit. time that professional sports leagues consider rewriting the rules of the game. TREND DNA SCORES TREND DNA SCORES TREND DNA SCORES entrepreneurship screen culture youth investing ENERGY second screen technology ENERGY ENERGY personal brand social viewing rules new retirement digital recruitment + 12 more + 7 more + 9 more PREDICTION PREDICTION PREDICTIONs&h 2013 Trends Snapshot 22
Technology Now Next Future AUTOMATED LIFE AMBIENT DOCUMENTATION SOCIALLY AWARE ROBOTS Home (and life) automation will become As devices like always-on wearable cameras Cloud connected artificial intelligence units commonplace with the proliferation of sensor- enable continuous life-logging, automated with facial recognition capabilities learn enabled connected devices that use the documentation will drive a culture of personal about the humans they are interacting with smartphone as the hub to manage celebrity and effortless, 360 degree memory by accessing social data and responding thermostats, lighting, entertainment management. with appropriate information, potentially equipment and household appliances. revolutionizing high-touch industries like customer support and certain kinds of intensive repetitive therapeutic areas. TREND DNA SCORES TREND DNA SCORES TREND DNA SCORES frictionless personal celebrity artificial intelligence sensors memory management social data ENERGY ENERGY ENERGY mobile documentation cloud computing automated wearable facial recognition + 10 more + 5 more + 5 more PREDICTION PREDICTION PREDICTIONs&h 2013 Trends Snapshot 23
Travel Now Next Future 2013: A SPACE ODYSSEY ARMCHAIR EXPLORATION PERSONAL VEHICLES With Virgin Galactic’s first space tourism flight As a slow economy continues to put a dent Experimental single passenger cars, scheduled for next year and a host of space in pleasure travel and lifelogging driverless vehicles and modular personal exploration programs taking flight (from technologies like wearable cameras become transportation systems will grow in popularity NASA’s Venus In-Situ Explorer to China’s more pervasive, new platforms for travelers amongst urban dwellers. Vehicle-to-vehicle unmanned moon landing), 2013 is the year of to catalogue and share their experiences communication will become more prevalent, space travel. with "armchair explorers" will emerge. offering a safer driving experience. TREND DNA SCORES TREND DNA SCORES TREND DNA SCORES space tourism lifelogging driverless exploration ENERGY exploration modular ENERGY ENERGY NASA economy urban India platforms safety + 10 more + 5 more + 7 more PREDICTION PREDICTION PREDICTIONs&h 2013 Trends Snapshot 24
About sparks & honey We move with the speed of a newsroom, analyzing huge amounts of cultural data in real time. Using a proprietary Culture Mapping Platform, we identify cultural bursts, score their energy levels, project their lifespans and analyze their cultural resonance. This data is aggregated into what we call Content Networks, a mapping system used to model dynamic webs of cultural activity. These Content Networks help brands understand and connect with popular culture in order to make more strategically informed business decisions. We monitor for both fast moving cultural buzz and signals of longer term change, enabling us to identify both cultural waves ripe with immediate opportunity (Fast Culture) and foundational shifts -- the impact of which will play out over time (Slow Culture).s&h 2013 Trend Report 25
Looking For More 2013 Trends? In addition to the identification of broad macro level trends, sparks & honey offers a wide variety of capabilities that can be leveraged for strategic planning, innovation, marketing communications and content development: INDUSTRY REPORTS 25+ report-types that help you translate high-energy cultural moments into valuable opportunities for your brand including: • Competitive Assessment Report • “Future Of” Report • In-Depth Industry Report • Innovation Report • Media & Technology Usage Report • Up & Coming Celebrity Report REAL-TIME CONTENT STRATEGY WORKSHOPS Proven methodology for Deep-dive sessions where we creating, approving, focus on innovation opportunities launching and distributing for your specific brand based content rapidly to take upon fringe signals and cultural advantage of cultural conversations. moments.s&h 2013 Trend Report
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Marianne Ondarza
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