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2014zambezitrendforecast 140205182732-phpapp02
 

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Since 2014 is still fresh, we’d like to present our report on some of the most relevant cultural and marketing trends for the year ahead. We hope this report will provide you with rich context to ...

Since 2014 is still fresh, we’d like to present our report on some of the most relevant cultural and marketing trends for the year ahead. We hope this report will provide you with rich context to better understand our industry, our audiences and where the world is heading.

http://zambezi-la.com/culture/2014-bites-special-edition-trend-forecast/
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    2014zambezitrendforecast 140205182732-phpapp02 2014zambezitrendforecast 140205182732-phpapp02 Presentation Transcript

    • 2014 TREND FORECAST 1 Wednesday, February 5, 14
    • “The future is already here, it’s just unevenly distributed.” - William Gibson 2 Wednesday, February 5, 14
    • WHY TRENDS? Conventional marketing often ignores the wider context of culture. Not at Zambezi. We practice cultural planning - gathering cultural knowledge and insights in order to build brand equity by creating cultural currency. We make brands future-ready by understanding the larger shifts in society that impact our clients and their businesses. Cultural planning defines the brand’s larger role in society and provides cultural relevancy. We hope this distillation of some of the most pertinent trends (not fads) for 2014 will provide context to help brands to compete in culture - not just in their respective categories. Whether you want to ride the next tidal wave or tap into a counter trend, we hope this report will help keep you and your brand relevant and ready for the year ahead. 3 Wednesday, February 5, 14
    • TABLE OF CONTENTS MINDFUL SOCIETY DIGITAL DETOX MAKER MOVEMENT SMALL IS COOL GUILT-FREE STATUS STUFFOCATION NEW LEARNING CULTURE QUEST FOR BETTERMENT CURRENCIES OF CHANGE CULTURE-JACKING BRAND FANS BRANDED POV PROJECTS REFRESHING HONESTY NEW NORMAL FEMALE FRONTIER SECRECY REIGNS PHYGITAL VISUAL DELICIOUSNESS FSTR HELPFULL PLAYSUMERS CURATED CURIOSITIES DIGITAL ANONYMITY ONE-TO-ONE REALIZED 4 Wednesday, February 5, 14
    • HOW TO USE THIS REPORT RESOURCES Anywhere you see a purple play button click on it and it will bring you straight to a video that further explains the example Anywhere you see a MORE > link, click on it and it will bring you to a source that will give you more cool information on the example 5 Wednesday, February 5, 14
    • MINDFUL SOCIETY * As the world becomes ever more fast-paced and people are grappling with increasingly unhealthy relationships with their digital devices, there is a movement towards the mindful, the present and the the here-and-now. People are realizing that really being present and enjoying the moment is the biggest present they can give themselves. Practices of truly being in the moment regardless of circumstance and focusing on pairing intention with attention are on the rise. The phrase ‘Be Here Now’ means more than it ever has before. EXAMPLES WHIL - Billionaire Chip Wilson, founder and chairman of yoga-inspired athletic apparel company Lululemon, recently launched a site that encourages visitors to turn off the brain for 60 seconds by visualizing a dot. “The hour-and-a-half yoga break is too much for most people, getting away from the chaos of work and technology even for one minute is all you really need to feel refreshed.” MORE > Wednesday, February 5, 14 JOMO - So long, FOMO. As social media is seemingly taking over people’s daily lives - especially now that has morphed into a subliminal marketing tool, people are finding real, genuine joy in 'missing out.’ Similarly, there is a rising “slow movement”—not just slow cook, but slow run, slow bike—to slow down and enjoy the sights that are right in front of us, instead of being preoccupied with those that aren’t. MORE > *Stylesight 6
    • DIGITAL DETOX * Having access to everything in the palm of our hands, literally, has become a way of life. Being able to shop, communicate, and work on-the-go has arguably changed the pace of modern life for the better, but it’s also diminishing the time we have to ourselves. People are looking more and more to escape from the constant noise and disconnect in creative ways, leaving time for free-flowing imagination, opportunities to make real, in-person connections and get back in tune with themselves. EXAMPLES CAMP GROUNDED - Camp Grounded is a place where grown-ups can go to unplug, getaway and, in their words “be kids again.” The rules at CG are simple: no phones, computers, tablets or watches; work talk, discussion of people’s ages and use of real names were prohibited. Schedules and work-jargon are also eschewed for an off-the-grid weekend of pure unadulterated fun. MORE > PHONE STACKING - A game that takes place usually over a meal or any social gathering in an attempt to get everyone to actually interact with each other as opposed to being glued to their phones. Everyone in the group must give up their phones and place them in a pile, stacking them on top of one another. The goal is to then see who can go the longest without their device. This game is becoming increasingly popular among adults and teenagers alike. MORE > Wednesday, February 5, 14 *BSSP 7
    • MAKER MOVEMENT * The maker movement describes the upsurge in communities with a desire to learn how to make physical things. From traditional crafts and DIY projects to 3D printers and digital design suites, people are getting genuine satisfaction from actually making something with their hands (as opposed to digitally). Dwindling manufacturing in the US and parts of Europe has arguably helped this revival, and has helped transform everyday hobbyists into viable economic players. EXAMPLES ETSY - With short-form documentaries, Etsy’s Hand Made Portrait series uncovers the story behind the makers and introduces viewers to creative people both within and beyond Etsy’s community. Starting in 2008, this series was the pioneer of “maker videos” — introducing artists and craftspeople from around the world, exploring their spaces, and investigating how they make, what they make, and why it matters. CRAFT SERVICES- Everyone knows the best gifts are the ones that come straight from the heart, or the hands. That’s why Zambezi started Craft Services. Artists both from Zambezi and from the larger Los Angeles community created handmade goods for good. All work was displayed at a Holiday-themed silentauction. 100% of the proceeds went to 826LA. 826, the brainchild of author Dave Eggers, is a non-profit organization dedicated to supporting students with their writing skills *Stylesight Wednesday, February 5, 14 8
    • SMALL IS COOL * Modern consumers are all about authenticity. But, often times, finding authenticity and feeling a real connection to the mass-produced, the mainstream or the corporate is difficult. That’s why, whether its a brand, a service or a product, consumers will increasingly think small in years ahead. Rather than turning to big retailers to get the cheapest deals, micro-entrepreneurs will want products with meaning and will seek out unique and more authentic experiences. EXAMPLES MADE MOVEMENT - The Made in America brand once embodied SMALL BUSINESS SATURDAY - As an answer to the chaos of Black ruggedness and a kind of strait-laced patriotism, but recently it has morphed into a symbol of artisanal design and environmental sustainability. The artisanal version of Made in America got another boost last April, when three former bigtime admen launched Made Movement. Their e-commerce site, Made Collection, is all about shopping with a mission and, of course, features only Made-in-theUSA products. Friday, when people line up outside big box retailers like Target, Wal-Mart and Best Buy hoping to snag products they often don’t even know they want (or need) for a great deal, American Express created Small Business Saturday back in 2010. Since then, they have continued to promote small businesses across the country in the name of boosting the American economy and creating jobs. MORE > Wednesday, February 5, 14 MORE > *BSSP 9
    • GUILT-FREE STATUS * Consumers can no longer escape an awareness of the damage done by their consumption to the planet, society, or themselves. But a mixture of indulgence, addiction and conditioning mean that most can’t substantially change their consumption habits. The result? A never-ending guilt spiral. This creates opportunities for brands that combine tackling this guilt spiral with consumers’ endless status seeking. Guilt-free brands and products can help consumers escape this pervasive guilt spiral while still delivering on that status. EXAMPLES NATURALLY CLICQUOT - The champagne company has begun TESLA - The Tesla Model S sedan luxury electric vehicle began shipping to investigating ways to make their signature box more eco-friendly, consumerfriendly and useful. In a project called Naturally Clicquot, Veuve has developed the first ever 100% biodegradable, isothermal champagne package in history. The new, space-age-motif is made of eco-friendly potato starch and is isothermal, meaning it can keep your bottle of Veuve cold for up to two hours outside a fridge. It even comes with a handle. MORE > MORE > Wednesday, February 5, 14 Norway, Switzerland and the Netherlands in August 2013, with right hand drive models scheduled for March 2014. In September 2013 the Model S was the bestselling car in Norway, where electric car drivers can use bus lanes to skip past traffic jams. The Tesla was named Car of the Year in 2013 - it’s the ultimate ecofriendly status symbol, giving owners the best of both worlds. *Trendwatching 10
    • STUFFOCATION * The shift from stuff to experiences is arguably the most important cultural trend of the 21st century. In the 20th century, happiness meant material goods and a materialistic value system. Fast forward to the 21st century: Whether we’re worried about our carbon footprints, the status anxiety that comes with meritocracy and materialistic consumption, or just that all of this stuff is giving us ‘affluenza’ - mass production and consumption are causing mass depression. We’re entering a post-materialist era where people are learning to love living with less and are focused on collecting moments, not things. EXAMPLES EXPERIENTIAL WEDDING REGISTRIES - In the name of collecting CRAZY GOLF - Bompas & Parr, creators of immersive flavor based moments, not things, newlyweds-to-be have caught on to the idea of experiential wedding registries. Basically, instead of asking friends and family for a new set of china or a wine decanter, they’re asking people to pay for them to have experiences. Better Ever After, a NYC based company, offers adventures from learning to brew your own beer to a kayaking adventure in the city. experiences ranging from an inhabitable cloud of gin and tonic to a chocolate climbing wall, invited fans out to use their golfing prowess to conquer the seven wonders of London realised as cake inspired obstacles on the roof of Selfridges. The 9-hole mini golf course explored Bompas & Parr’s utopian vision of a cakecentric London. As with all Bompas & Parr events, the idea was to give attendees a visceral experience designed to be shared. *Contagious MORE > MORE > Wednesday, February 5, 14 11
    • NEW LEARNING CULTURE * Learning isn’t just happening in the classroom anymore. People of all ages, creeds and occupations are embracing learning as a passionate lifetime pursuit. Everything from learning a new language or a new craft to honing a life skill is fair game. Communities, leveraged by technology and social media, are popping up all over the world. The idea is to encourage, support and empower people to grow and learn from one another. Learning is the new black. EXAMPLES SKILLSHARE- Skillshare is an online marketplace for offline classes where CODE.ORG - Code.org is a non-profit dedicated to expanding participation in users can post classes about everything from crocheted jewelry to how to invest your first $10,000. Their motto is “learn anything from anyone” which means that on Skillshare, everyone is a teacher. Their mission is to reunite learning with education and make it accessible to every single person on this planet. The idea is that anyone can learn anything, at any age, at an affordable cost, anywhere in the world. computer science education by making it available in more schools, and increasing participation by women and underrepresented students of color. They want every student in every school to have the opportunity to learn computer programming and believe that computer science should be part of the core curriculum in education. So far, 24 million people have learned code - even Chris Bosh. MORE > MORE > Wednesday, February 5, 14 *BSSP 12
    • QUEST FOR BETTERMENT * Every year after the holidays, consumers the world over make resolutions and promises to improve their behavior. But, as we all know, consumers looking to break ‘bad’ lifestyle habits often run up against a wall: themselves. In 2014, these consumers will turn to brands, products and services that parent, police and yes, even constrain their free will as they search for personal betterment. EXAMPLES KITCHEN SAFE- The Kitchen Safe is a gadget intent on holding you to your saner decisions. A food-safe jar, it looks like any other kitchen container with its chunky body and screw-on lid. Unlike them, though, the lid won't just come off any time you get the hankering for another bite. Instead, it remains sealed, depending on how much time you set it to stay locked, That way, you can finally stick to your resolutions of just one cookie per day. MORE > Wednesday, February 5, 14 BREAK YOUR FACEBOOK - This app temporarily locks users out of Facebook. How it works: You decide how long you’d like to stop using Facebook. The app randomly generates a secure password. You use the new password for Facebook without saving or memorizing it. Next, you get a secure link, which will remind you of your password on the date of your choice. On that date, you will be able to log back into Facebook. Great for focusing on your studies, work, significant other, etc. Not so great for the land of Zuckerbergia. MORE > *Trendwatching 13
    • CURRENCIES OF CHANGE * Consumers are really trying to improve their overall lifestyle in 2014, but a blend of high costs, inertia and (in)convenience mean action is doesn’t often happen. That’s why brands that return to a familiar incentive - discounts and deals - will be welcomed. 90% of consumers value the role that brands play in enabling their personal goals.* (Edelman Brandshare, October 2013) EXAMPLES airBALTIC - the airBaltic Burn The Miles app gives rewards to frequent fliers who jog enough to burn off the same number of calories as miles they’ve flown. Those downloading the app are challenged to match every mile they fly with a calorie burned in the space of 24 hours after they land, tracked using the smartphone’s built-in accelerometer. If they manage to do so, they will be able to win further prizes. MORE > Wednesday, February 5, 14 BEIJING SUBWAY - Beijing's plastic-bottle scavengers get an automated rival with the city’s reverse vending machines that pay subway credits in exchange for returned containers. More than 100 recycle-to-ride devices have been installed in an attempt to reduce the environmental impact of the informal bottle collection business and improve the profits of the operator. MORE > *Trendwatching 14
    • CULTURE JACKING Things happen at warp speed these days. Pop culture moments make headlines faster than we can often even keep up with them. Brands who are agile, act in real-time and take advantage of these major moments have already seen major success. The magic formula for such success is not only to comment on cultural happenings, but capitalize on them and make them relevant to spread the brand message. EXAMPLES ARBY’S - Arby's stole the social media spotlight at this years Grammy Awards. JOHNSON & JOHNSON - When Prince William and Kate Middleton first The sandwich chain's post about Pharrell Williams' sartorial selection ("Hey @Pharrell, can we have our hat back?") was a responsive-marketing coup de grâce, with 75,000 retweets and more than 40,000 favorites by Monday morning. When it comes to responsive marketing to celebrity antics, the best a brand can hope for is a response from A-lister himself. And that's exactly what Arby's got when Pharrell asked on Twitter, "Y'all tryna start a roast beef?" left the hospital holding their son, they were greeted by a collective cooing not just from the media and the fans, but from advertisers, too. Prior to the birth, Johnson & Johnson put an ad out on Facebook featuring their Head-to-Toe Baby Wash, a Johnson & Johnson product. It featured a baby in a bathtub with a crown made of bubbles with the caption, “Congratulations to the royal couple on their brilliant news.” MORE > MORE > Wednesday, February 5, 14 15
    • BRAND FANS Peer endorsement is the number one purchase influencer across all categories. Brands who realize the potential in their fan bases and let the most enthusiastic customers feel like they are a part of cocreating and bringing the brand to life will continue to see success. Brands should leverage existing fans to further spread their brand halo and, in turn, create new, devoted fans. EXAMPLES A1 - The 100-year-old brand decided to reward their most die-hard fans. A1 asked fans to demonstrate their devotion with online contests, ranging from painting a Mona Lisa replica with only steak sauce to creating an original song about the condiment. Submissions for each challenge were accepted via Instagram. The rewards for participants ranged from an A1 Card that guaranteed the user delivery of the sauce anywhere in the world on 24-hour notice, to getting to eat steak at baseball games and Live Nation concerts. MORE > Wednesday, February 5, 14 FREE PEOPLE - The clothing company Free People uses Instagram to showcase fans as models on their website. Titled fpme on the site, Fans upload pictures of themselves in their favorite Free People items. These pictures are posted on the Free People website and shoppers can see how the clothing looks on real people. MORE > 16
    • BRANDED POV PROJECTS Brands experimenting with branded content have found that when you stand for something you really stand out. Those who are unafraid to be polarizing and express what they stand for will continue to find increased success, as consumers will appreciate initiatives that bring a genuine brand message and point of view to life. EXAMPLES PATAGONIA COMMON THREADS - Patagonia’s Common Threads TOMS MARKETPLACE - Tom’s Marketplace is a platform for social project asks that you think about what you “deeply need” and not what you “vaguely want.” As a means of reducing overconsumption, the Common Threads Initiative asks that consumers pledge to reduce and only buy what they need. It urges people to repair what is broken, reuse it, sell it or pass it on to someone who needs. They can also return worn-out items to Patagonia. entrepreneurs to make a difference in the world. It carries more than 200 products from 30 different suppliers. Each item sold on the site has a story and portions of the proceeds go back to the community it was made in. MORE > Wednesday, February 5, 14 MORE > 17
    • REFRESHING HONESTY * Today’s consumers are more savvy than ever. Marketing and advertising has become pop culture that is consumed by the masses, and the masses are quick to detect any signs of false messaging, branding or advertising. Hence, consumers will be pleasantly surprised by brands (and their campaigns) that are honest and transparent. Those that can do it with a sense of humor will be doubly successful. EXAMPLES NEWCASTLE - The British brewer has always excelled at skewering irritatingly transparent marketing tactics (see: their famous No Bollocks campaign), and it recently set its sights on the Big Kahuna itself—the Super Bowl. The faux teasers launch an "If We Made It" campaign, celebrating the Super Bowl commercial the brewer would have made—if it had been able to afford one. MORE > AMERICAN EAGLE - American Eagle has said goodbye to Photoshop in its latest campaign. In ads for its young women’s lingerie line, Aerie, models strip down and bare their flaws, as tiny as those flaws might seem to the rest of us. The company says that it wants to promote more realistic standards for their teen and preteen customers.* MORE > *Trendwatching Wednesday, February 5, 14 18
    • NEW NORMAL * In 2014, powerful forces will continue to erode traditional expectations around the traditional ‘family unit’. This year, be prepared for a tipping point that brings in a whole range of new normal. Pop culture forces (music, television, etc.) have paved the way for acceptance of all kinds of love, relationships, family styles and values. The idea of “normal” is being completely redefined. EXAMPLES CHEERIOS - In 2013, a heartwarming commercial for the popular cereal HBO’S ‘LOOKING’ - featured a biracial family sparked a lot of conversation and a startling amount of racist reactions, proving that the New Normal is still being molded and acceptance, for some, can be slow to start. This year, Cheerios isn’t backing down. In fact, they’re coming back for their first-ever Super Bowl ad that brings back the same biracial family. While television has, in recent years, offered a growing cast of gay characters on shows from Modern Family to Orange is the New Black to The New Normal, (cancelled last May), few series focus solely on the nuances and complexity of contemporary gay relationships. This has all changed, however, with HBO’s new series Looking, a half-hour drama exploring the lives of three gay men in San Francisco. MORE > MORE > Wednesday, February 5, 14 *Trendwatching 19
    • FEMALE FRONTIER * The glass ceiling above women may not yet be shattered, but the spotlight is certainly shining on it. Across the globe, societies are realizing that rigid gender constructs are hindering our economic development and social progress. Across the globe, profiles of women have reached new prominence in public discourse, turning attention to their place in politics and the workforce, and changing the dialogue around gender roles. EXAMPLES BEYONCE - Beyonce mania has officially taken over in 2014. While B has been SHERYL SANDBERG - WIth the debut of her popular book, Lean In, Ms. making headlines since her Destiny’s Child days, she has exploded in the past few months. She’s not only making waves in how she’s released her music (the top-secret, unhyped release of her latest album made headlines around the world in early January); she’s become a movement, spurring Tumblr blogs, GIFs and more. Sandberg has started to redefine women’s roles in society - specifically the workplace. “Leaning In” became common jargon amongst women, across social media platforms and in a myriad of news articles. In the latest news, Sony Pictures bought up the film rights to translate Facebook COO Sheryl Sandberg's book Lean In to the big screen. MORE > MORE > Wednesday, February 5, 14 *Ford 20
    • SECRECY REIGNS In a world where everything is out there, there’s a shift towards the secret and selective. Keeping things a secret and delivering a big surprise can be remarkably powerful. There will also be a turn towards the underground - places, products or services that provide people with a secret or lesser known experience. Think speakeasies, curtains, secret entrances and all. EXAMPLES BLIND BARBER - Blind Barber’s name (sort of) speaks for itself. The unique bar (with locations in NYC and LA) doesn’t advertise itself as a bar. In fact, it’s actually a real barbershop, in the front at least. In the back, it’s a whole different story. For those who are in-the-know, the back of the barbershop offers a bumpin’ late-night scene with DJs, PBR’s and awesome grilled cheeses (for the earlier crowd). MORE > Wednesday, February 5, 14 WOLVESMOUTH - For the past two years, in a loft apartment in downtown Los Angeles, Craig Thornton has been conducting an experiment in the conventions of high-end American dining. Several nights a week, a group of sixteen strangers gather around his dining-room table to eat delicacies he has handpicked and prepared for them, from a meticulously considered menu over which they have no say. It is the toughest reservation in the city: when he announces a dinner, hundreds of people typically respond. MORE > 21
    • PHYGITAL The line between the physical and digital is becoming more and more diluted. As social media and digital connections and experiences are becoming the norm, the physical here-and-now has seemingly taken a backseat. Yet, as consumers increasingly find themselves craving the real, the physical and the tangible, many digital-led brands and services are trying to capitalize on this by returning to the physical, even if only for one ad campaign. EXAMPLES HOINTER - Upon entering the Hointer store, customers are asked to download the Hointer store app which allows their smartphones act as a personal shopping concierge. Fittings rooms are automatically set up with the items customers choose to try on. Unwanted clothes are discarded down a laundry shoot. Once shoppers are finished shopping they simply click the checkout button on their phones and pay with a credit card and are done. MORE > EBAY SHOPPABLE WINDOW - Ebay teamed up with Kate Spade Saturday and set up digital storefronts with connected glass touch-screen windows in Manhattan. The 24-hour Window Shops allows shoppers to select items they want to purchase, place an order for the items, arrange free 1-hour delivery anywhere in the city, and pay with PayPal Here upon delivery. Ebay has expanded the service to the San Francisco Centre Mall partnering with Sony, Rebecca Minkoff and Tom’s. MORE > Wednesday, February 5, 14 22
    • VISUAL DELICIOUSNESS * People’s shorter attention spans, their preference for juicy, beautiful imagery and greater overall accessibility to photo capturing technology will force brands to embrace imagery over text and find increasingly innovative ways to do so. Those who succeed will give consumers a ‘feast for the eyes,’ visually speaking. Images will simplify stories and immerse our senses. In 2014, images > text. EXAMPLES OREO - With the famous Daily Twist campaign, Oreo designed 100 different MERCEDES BENZ TAKE THE WHEEL - The “Take The Wheel” cookies to release a new one each day. The campaign was so simple (showing people a new picture of a cookie every single day). The simplicity was brought to the next level when paired with the exciting visual element on social media channels. It was fun, lighthearted, shareable and, most of all, visually delicious (just like the cookie itself). campaign for the Mercedes-Benz CLA looked to Instagram to help attract Gen Y’ers to the brand. Mercedes chose 5 of IG’s best photographers and let them drive the All New CLA two months before it launched. Each photographer took the car on a road trip and posted pictures from the trip on their Instagram accounts. The photographer with the most likes of their pictures won a CLA. MORE > MORE > Wednesday, February 5, 14 *dw+h 23
    • FSTR * In 2014, any remaining notions of a link between ‘time’ and ‘quality’ will be well and truly broken. Mobile-loving, instant-gratification-seeking consumers will flock to experiences that are not only faster, but inherently more streamlined. Cutting out the middle man and the hassle is for consumers is key. EXAMPLES VINE - This 6-second video app has redefined our attention spans. People and TINDER - Tinder has taken out the middle man and pioneered a new frontier brands alike have to work within this time-frame to entertain their followers and make sure their message is heard loud and clear. for online dating. Based on the age-old “hot or not” game, users have to decide if they like someone based on a brief bio and no more than 6 photos. If you don’t like him or her, you can just swipe to the left and they’ll be gone for good. MORE > MORE > *Trendwatching Wednesday, February 5, 14 24
    • HELPFULL * The digital space is redefining customer service. Consumers have become accustomed to services that preemptively fulfill their needs, and will continue to expect the same in retail spaces and other offline contexts in years to come. Brands that position their marketing as a service will find loyal, engaged customers who appreciate the sheer utilitarian value of their service. EXAMPLES HELLMANN’S - Hellman’s Brazil’s Recipe Cart, which uses NFC technology to FIAT - Fiat Brazil launched a live online platform to reduce the gap between immediately suggest meal ideas to shoppers as they walk past other ingredients. The month-long campaign fitted shopping carts at a Sao Paulo supermarket with touchscreen tablets. When consumers placed a jar of Hellmann's in their cart, the tablet detected where they were in the store and made suggestions. experiencing a car virtually and in the real world. The Fiat Live Store is manned by ‘Fiat experts’ wearing MyStream headsets specially designed for the project that feature a high-resolution micro camera, a microphone, headphones and a streaming device. Visitors can video call the experts and see their desired car from the experts’ point of view, via the eye-level micro cameras on their MyStream headsets. MORE > MORE > Wednesday, February 5, 14 *Trendwatching 25
    • PLAYSUMERS * Brands are increasingly providing the opportunity for consumers to earn their perks in new, playful ways. Those that ask for consumers’ effortful participation that eschews any agenda in favor of for-thehell-of-it fun will succeed. People are willing to put in effort (as long as it’s fun) to get what they want Think sweat equity. EXAMPLES RUSSIAN OLYMPICS COMMITTEE - Want a free subway ride in Russia? MATTEL - To encourage people to utilize the lost art of spelling, Scrabble All you have to do is work up a little sweat. In an effort to promote both the upcoming Olympic Games in Sochi and a healthier lifestyle, the Moscow metro has set up a special vending machine that offers travelers one free ticket in exchange for performing 30 squats. To gain a free ticket, subway riders must perform the squats in front of the machine and curious bystanders, and do them in under two minutes. placed free Wi-Fi hotspots in places where you can’t usually get an internet connection. Members of the public could access it – provided they could make a (pass)word out of the seven letter tiles they were given. Every point scored meant one minute of Wi-Fi access, meaning the higher their score, the longer their connection – and words shared on Facebook doubled that person’s allocated allowance. MORE > MORE > Wednesday, February 5, 14 *Trendwatching 26
    • CURATED CURIOSITIES Curation is the new craze. We will see more and more consumers craving curation in their products, brand experiences and personal lives. Why outfit your living room head-to-toe in IKEA when you could go to the local flea market and curate pieces that perfectly fit your design vision? EXAMPLES EBAY TASTEMAKERS - If Pinterest and eBay had a baby, it would look BIRCHBOX - Birchbox has trailblazed "discovery retail." Co-founded by Katia something like the new Marketplace eBay featuring curated collections by some 200 "trendsetter star curators," including design-world favorites like Jeremiah Brent, Pharrell, Solange Knowles and blogger Joy Cho. The goal of the new feature is "to make browsing and buying on eBay more personalized and inspiring." Beauchamp and her Harvard Business School classmate Hayley Barna, Birchbox serves its customers a monthly mix of up-and-coming beauty brands and wellestablished ones like Nars and Stila by curating the experience based on subscribers’ personal preferences. And it's innovating with style: The smart packaging and design, with its hot-pink accents, make each delivery feel like even more of a treat. MORE > MORE > Wednesday, February 5, 14 27
    • DIGITAL ANONYMITY The age of indiscriminate sharing on social networks is rapidly changing. In 2013 we learned of NSA leaks, privacy debacles, and massive inquiries into our digital lives. Simultaneously, a social platform based on transmitting communications with minimal digital tracks was valued at $4 billion. This isn’t a coincidence; scrutiny is playing an important role in how we mold our digital personas. We’ll continue to see an influx of platforms catering to a digital experience grounded in anonymity. EXAMPLES SNAPCHAT - This multibillion-dollar photo-sharing app is hot. So hot, in fact, HEML.IS - The cofounder of Pirate Bay is attempting to crowdsource funds to that its CEOs even turned down an offer from Facebook. Teenagers today are migrating away from other social networks that leave a digital trace of their every move. With Snapchat, while users aren’t anonymous, they can capture and share moments with friends without worrying about the consequences of these moments lingering in the social stratosphere for all eternity. build an encrypted NSA-proof messaging app. The app will be called Heml.is (Hemlis means secret in Swedish) and the top-level .is domain belongs to Iceland, a country famous for its data protection. Using end-to-end encryption, Heml.is is being designed so that no third party, whether they be governments, companies or ISPs, can spy on messages. MORE > MORE > Wednesday, February 5, 14 28
    • ONE-TO-ONE REALIZED * With all the noise out there, people want to feel like the brands they love are talking to them and them alone. They want to feel they are in an exclusive relationship, so to speak. Brands that can master oneto-one communication will become dispensable to consumers because they provide real, tangible value. EXAMPLES MY STARBUCKS REWARDS - My Starbucks Rewards works by MLB iBEACON - Taking advantage of Apple's iBeacon indoor mapping, continuing to recognize and reward their most loyal customers. Customers earn Stars by paying with a registered Starbucks Card, the Starbucks mobile app or by entering Star codes from specially marked Starbucks products in the grocery store. The more they buy, the more Starbucks will treat them to their favorites on the house: free drinks, free food, free refills and more. the MLB plans to customize its At the Ballpark app for everyone that walks into any of its stadiums nationwide. It populates a ballpark guide with information specific to each particular stadium. As you near the gates, the app displays your ticket's barcode on screen, as well as a map of where the seats are located. If tickets are loaded into Apple Passbook or purchased online through certain ticketing partners, the app will automatically pull them up. MORE > MORE > Wednesday, February 5, 14 *BSSP 29
    • ADDITIONAL TRENDS RESOURCES HASHTAG HANGOVER* SHOCK AND AWE FAUXSTALGIA SHARING ECONOMY ENTREPRENEURIA* FLATTENING NATIVE ADVERTISING BRANDED GOVERNMENT INSTAPURCHASING RADICAL DISRUPTION YOUNIVERSE* AMBIENT COMMERCE *Subscription-based source 30 Wednesday, February 5, 14
    • RESOURCES RESOURCES From subscription-based services to news articles, we scoured the internet high and low to find the best of the best reports. Thanks to the following resources for providing the trends and examples that made the final cut for this report: 7 CONSUMER TRENDS TO RUN WITH IN 2014 - Trend Watching 14 TRENDS FOR 2014 - Aaron Perino 2014: 10 THINGS THAT WILL MATTER FOR BRANDS - Jack Morton Worldwide 2014 TREND REPORT - Trendwatching.com* 2014 TRENDS By Havas Sports and Entertainment AMERICA IN 2014: WHAT'S GOING TO MATTER TO MARKETERS - BSSP ELEMENTS OF CULTURE: 2014 TRENDS REVEALED - Sparks & Honey JWT: 10 TRENDS FOR 2014 AND BEYOND - JWT Intelligence JWT: 100 THINGS TO WATCH IN 2014 - JWT Intelligence LANDOR'S 2014 TREND FORECAST - Landor LOOKING FURTHER WITH FORD: 2014 TRENDS - Ford Motor Co. MINTELL REVEALS US CONSUMER TRENDS 2014 - Mintell TECH+DATA+HEART: - Stylesight* TECH TRENDS 2014 - Frog Design *Subscription-based site 31 Wednesday, February 5, 14
    • ADDITIONAL RESOURCES RESOURCES In the spirit of intelligent exchange, here are some additional reports, blogs, articles and opinion pieces we found helpful on our quest for cultural knowledge. 4 TRENDS THAT WILL DISRUPT MARKETING IN 2014 - Adrants 5 OF THE BEST AND WORST SOCIAL NETWORKING TRENDS FOR 2014 - Fast Company FORMATIONAL TRENDS NEED TO EMBRACE IN 2014 - Digital Strategy Consulting CES 2014: MILLENNIALS IN PLAY: 5 KEY MILLENNIAL BEHAVIORS WITH CONSUMER ELECTRONICS - IPG Lab CES 2014 TRENDS - Uber Cool 7 BIG RECENT TWITTER CHANGES YOU SHOULD KNOW ABOUT BEFORE THE IPO - Fast Company CONTENT PREDICTIONS FOR 2014: THE VIEWS OF COCA-COLA AND FACEBOOK AND OTHERS - Marketing Magazine 10 TRENDS FOR 2014 AND BEYOND VIDEO - JWT Intellegence DIGITAL ADVERTISING SOCIAL AND TECH PREDICTIONS & TRENDS 2014 - Soap Creative 10 WEB ANALYTIC TRENDS FOR 2014 - Mashable 2014 PREDICTIONS: BRANDING AND SOCIAL CULTURE - Foodable TV ADBLOCKS PLUS: 2014 FORECAST FOR ONLINE ADVERTISING - Adotas AD TRENDS 2014: PRANKS, SHOCKS AND VISITING THE DARKSIDE - Media Post DIGITAS LBi: GLOBAL LEADERS OFFER 2014 PREDICTIONS - Adotas DIGITAL MARKETING TRENDS FOR 2014 - Brand Republic HOW FASHION BRANDS ARE BEGINNING TO TAKE OVER THE WEARABLES MARKET - PSFK BIG COMMERCE: 2014 WILL BE THE YEAR OF THE SMALL BUSINESS E-TAILER - Adotas CES 2014: LURKING ON THE FLOOR: 3 TAKEAWAYS FROM AN OUTSIDER - IPG Lab 32 Wednesday, February 5, 14
    • ADDITIONAL RESOURCES HOW NATIVE ADVERTISING WILL CHANGE IN 2014 - Adweek INFOGRAPHIC: B2B CONTENT MARKETING TRENDS FOR 2014 - Brand Republic TECHNO PARANOIA AND 9 OTHER PRIVACY TRENDS MARKETERS NEED TO WATCH IN 2014 - Ad Age INSPECTOR GADGET: TOMORROW’S TECH TRENDS FROM CES 2014 - Trend Central THE ALCHEMY OF SUSTAINABILITY: FIVE FORCES THAT WILL DRIVE MORE MEANING, GROWTH AND IMPACT IN 2014 - BBMG IPG MEDIA LAB: 2014 MEANS MOBILE FIRST DATA DRIVEN EXPERIENCES Adexchanger THE CONTENT MARKETING FORECAST: 10 PREDICTIONS FOR 2014 - Mashable NINE DIGITAL MARKETING TRENDS TO WATCH IN 2014 - Rebecca Lieb PSFK FUTURE OF WEARABLE TECH REPORT - PSFK SEVEN SOCIAL VIDEO TRENDS FOR 2014 - Marketing Magazine SOCIAL MEDIA TRENDS FOR 2014 - Adam Vincenzini SPEED SUMMARY: THE WIRED WORLD IN 2014 – WIRED MAGAZINE’S 52 NEEDTO-KNOW TRENDS - Wired Magazine THE FUTURE OF WEARABLE TECH - PSFK TOP 13 VISUAL DESIGN TRENDS FOR 2014 - Adrants TOP APP TRENDS OF 2014 - PSFK TOP TRENDS TO WATCH OUT FOR IN 2014 - PSFK WEBMEDIA GROUP 2014 TREND REPORT - Webbmedia Group WHAT CHANGES WILL MILLENNIALS FORCE BRANDS TO MAKE IN 2014? - Adage 33 Wednesday, February 5, 14
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