CARTILS | TrendCluster 2013

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CARTILS constantly searches the world for the latest trends in consumer behaviour, and once every year we compile all of this in a report that clusters together the multiple trends, providing a clear and thorough overview. We are happy to present our CARTILS|TrendCluster 2013.

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CARTILS | TrendCluster 2013

  1. 1. TRENDCLUSTER’13 CARTILS Branding & Packaging Design Consultants constantly conducts world wide trend research for internal inspiration purposes. Hereby, all forecasts of the leading international trend resources are taken into account. The ultimate clustered overview for 2013 is now also available to inspire you. Enjoy the CARTILS TRENDCLUSTER ’13!
  2. 2. THIS WAS 2012
  3. 3. SMALL. THE NEW BIG See the Triodos Bank campaign:
  4. 4. SOURCES Trendslator (Hilde Roothart), Mood’13; HAVAS; Thefutureinstitute; Mindsets; Appletizer; Bright; Frislicht; Trendwolves; Trendwatching.com; Trendhunter; Lifesignsnetwork; Ubercool.com; Coolhunting.com; Uncoolhunting.org; Springwise; Faith Popcorn; Mashable.com; Style-vision; Team PSFK; WGSN; Design-options.com; The Future Laboratory; tnty.com; Lidewij Edelkoort; Trendstop.com; Trendoscope.com; Sense Worldwide; Iconoculture; Marian Salzman; Gbn.com; Synovate, Futureeyes weblog; Lulublog; Davidreport.com; Secondsight; Marketingfacts.com; Molblog.com; Rowan Gibson; Frankwatching.com; Technotrends; Dutch Cowboys; Futurist.com; Plausible futures; Futurist.eu; John Naisbitt; Dream company; Faceyourpockets.com; Tobloom; Fridgewatcher.com; Ilikethewayyouart.com; Molblog; Signs of the Time; Eye; BrandChannel; Packagingworld; Contagious; The Coolcollector; Euromonitor; Studio Zeitgeist
  5. 5. Extravert / Change TRENDCLUSTER ’12 In the year 2012, the following trendclusters were signaled: 1. FEMINISE INITIATE WE instead of ME FEMINISE Me We Individual Social 2. FOCUS Focus on small scale 3. CONTROL OPTIMISE The transparant living lab FOCUS CONTROL 4. OPTIMISE Get the best out of life 5. INITIATE We can do it on our own Introvert / Conservative Motivational frame of reference
  6. 6. Extravert / Change TRENDCLUSTER ’13 FEEL This year, grouping reveals 5 major trendclusters: 1. COLLABORATE COLLABORATE Me We Individual Social Life is a co-production 2. RESPECT Focus on the ‘real thing’ 3. ENRICH ENRICH BALANCE RESPECT From ‘MORE!’ to ‘BETTER’ 4. BALANCE Balance consumption patterns 5. FEEL From ‘possessing’ to ‘experiencing’ Introvert / Conservative Motivational frame of reference
  7. 7. Extravert / Change TRENDCLUSTER ’13 FEEL We saw clusters growing, disappearing and coming-up 1. COLLABORATE COLLABORATE Me We Individual Social Life is a co-production 2. RESPECT Focus on the ‘real thing’ 3. ENRICH ENRICH BALANCE RESPECT From ‘MORE!’ to ‘BETTER’ 4. BALANCE Balance consumption patterns 5. FEEL From ‘possessing’ to ‘experiencing’ Introvert / Conservative Motivational frame of reference
  8. 8. Extravert / Change TRENDCLUSTER ’13 1. COLLABORATE COLLABORATE Me We Individual Social Life is a co-production 2. RESPECT Focus on the ‘real thing’ 3. ENRICH From ‘MORE!’ to ‘BETTER’ 4. BALANCE Balance consumption patterns 5. FEEL From ‘possessing’ to ‘experiencing’ Introvert / Conservative Motivational frame of reference
  9. 9. “TOGETHER, WE WILL MAKE SMALL THE NEW BIG” The era of individualism lies behind us. We move from ‘keeping up with the Joneses’ to ‘make it happen with the Joneses’. We feel the urge to be part of a group, creating a safe haven that protects us from isolation in the wild world. We combine efforts, at work and in our private lives, while using social media to stay in touch with wider circles and to coordinate contacts in the physical world. A new mind-set is introduced, focusing on sharing responsibility instead of taking it. COLLABORATE
  10. 10. URGE TO BE PART OF A GROUP COLLABORATE
  11. 11. COMBINE EFFORTS: CO-CREATE COLLABORATE
  12. 12. COLLABORATE
  13. 13. COLLABORATE
  14. 14. COMBINE EFFORTS: NEW CREATIVITY COLLABORATE
  15. 15. See Heineken’s ‘Your Future Bottle Design’ video COLLABORATE
  16. 16. COLLABORATE
  17. 17. TOGETHER FOR A BETTER WORLD See the Vitoria Blood Donation video COLLABORATE
  18. 18. See the Stella Maris video COLLABORATE
  19. 19. SUMMARY COLLABORATE URGE TO BE PART OF A GROUP: SAFETY, NO ISOLATION COMBINING EFFORTS AT WORK AND AT HOME SOCIAL MEDIA TO STAY IN TOUCH WITH WIDER CIRCLES AND COORDINATE CONTACT IN THE PHYSICAL WORLD TOGETHER FOR A BETTER WORLD SHARE RESPONSIBILITY COLLABORATE
  20. 20. Extravert / Change TRENDCLUSTER ’13 1. COLLABORATE Life is a co-production COLABORATE 2. RESPECT Me We Individual Social Focus on the ‘real thing’ 3. ENRICH From ‘MORE!’ to ‘BETTER’ RESPECT 4. BALANCE Balance consumption patterns 5. FEEL From ‘possessing’ to ‘experiencing’ Introvert / Conservative Motivational frame of reference
  21. 21. “TO A DIFFERENT ECONOMY. ONE THAT’S FAIRER. MORE HUMANE” RESPECT
  22. 22. FOCUS ON THE REAL THING The world around us is changing rapidly! It’s time to stand still and focus on our small local worlds. We are rethinking our thoughts and start realizing which aspects really matter in live. Things like honesty and sincerity. We long for brands showing transparency; full frontal or even naked. We are reconsidering our hectic (digital) lives and, now more than ever, start appreciating elements from the past like craftsmanship and dedication. In this way we stay connected to the origin of the products we buy. RESPECT
  23. 23. CRAFTSMANSHIP AND DEDICATION RESPECT
  24. 24. RESPECT
  25. 25. See video RESPECT
  26. 26. RESPECT
  27. 27. See the Stella Artois video RESPECT
  28. 28. See the Budweiser ‘Project 12’ video RESPECT
  29. 29. TRANSPARENCY: FULL FRONTAL RESPECT
  30. 30. TRANSPARENCY: FULL FRONTAL RESPECT
  31. 31. See the McDonalds ‘Behind the scenes’ video RESPECT
  32. 32. RESPECT
  33. 33. See the Dove ‘Photoshop Prank’ video RESPECT See the Bodyform video
  34. 34. INVEST IN THE LOCAL WORLD RESPECT
  35. 35. RESPECT
  36. 36. RESPECT
  37. 37. SUMMARY RESPECT FOCUS ON THE REAL THING; APPRECIATE CRAFTSMANSHIP AND DEDICATION TRANSPARENCY FULL FRONTAL; GO NAKED INVEST IN THE LOCAL WORLD; ON A SMALL SCALE BASE RESPECT
  38. 38. Extravert / Change TRENDCLUSTER ’13 1. COLLABORATE Life is a co-production Me We 2. RESPECT Focus on the ‘real thing’ 3. ENRICH From ‘MORE!’ to ‘BETTER’ ENRICH 4. BALANCE Balance consumption patterns 5. FEEL From ‘possessing’ to ‘experiencing’ Introvert / Conservative Motivational frame of reference
  39. 39. “THE THINGS YOU CAN DO. THE POWER IS IN YOUR HANDS” We no longer want ‘more’, we want ‘better’. It’s time to invest in ourselves; to follow (free) courses and gather inspiration in order to be up-to-date. It’s not the ‘Big Data’ we’re looking for; it’s ‘Better Data’. We appreciate it when brands are helping us to narrow down all information we receive on a daily base. It’s all about focusing. Due to the online information overload, ‘offline’ will be the new luxury. ENRICH
  40. 40. GOODBYE MORE WELCOME BETTER ENRICH
  41. 41. ENRICH
  42. 42. See more on ‘Wine that Loves’ ENRICH
  43. 43. CONTROL YOUR OWN LIFE ENRICH
  44. 44. ENRICH
  45. 45. CREATE OPPORTUNITIES See the Code.org video ENRICH
  46. 46. See Adlens video ENRICH
  47. 47. FROM BIG DATA TO BETTER DATA ENRICH See video
  48. 48. OFFLINE IS THE NEW LUXURY JOMO ENRICH
  49. 49. ENRICH
  50. 50. SUMMARY ENRICH GOODBYE ‘MORE!’, WELCOME ‘BETTER.’ WE CAN CONTROL OUR OWN LIVES FILTERED DATA IS WHAT WE ARE LOOKING FOR; FROM BIG DATA TO BETTER DATA CREATE OPPORTUNITIES FOR OTHERS TO DEVELOP INFORMATION OVERLOAD; OFFLINE IS THE NEW LUXURY ENRICH
  51. 51. Extravert / Change TRENDCLUSTER ’13 1. COLLABORATE Life is a co-production Me We Individual Social 2. RESPECT Focus on the ‘real thing’ 3. OPTIMISE BALANCE From ‘MORE!’ to ‘BETTER’ 4. BALANCE Balance consumption patterns 5. FEEL From ‘possessing’ to ‘experiencing’ Introvert / Conservative Motivational frame of reference
  52. 52. “WHAT YOU DO EVERY DAY DOES MAKE A DIFFERENCE” We realize that our world is unsteady. But, more important, we know that we can make a difference. Our consumption pattern has lost its balance. It’s time to become aware of how we consume, what we throw away and start searching for alternatives. We re-use products and go for the ‘green’ solutions. We long for the natural process and ‘imperfect’ food, which brings us closer to nature. BALANCE
  53. 53. BALANCE IS GONE BALANCE
  54. 54. AWARE OF WHAT WE THROW AWAY See the Studio Roosegaarde & Heijmans video BALANCE
  55. 55. BALANCE
  56. 56. BALANCE
  57. 57. BALANCE
  58. 58. RE-USING PRODUCTS Concept: Colorless Coca Cola can by Ryan Harc BALANCE
  59. 59. See the HomePro video BALANCE
  60. 60. LONGING FOR THE NATURAL PROCESS More information on Ugly Foods BALANCE
  61. 61. See the Bee Local video BALANCE
  62. 62. SUMMARY BALANCE URGE FOR MORE CREATES A WORLD THAT IS OUT OF BALANCE BALANCE IN CONSUMPTION PATTERN IS GONE AWARE OF WHAT WE THROW AWAY LONGING FOR THE NATURAL PROCESS AND ‘IMPERFECT’ FOOD BALANCE
  63. 63. Extravert / Change TRENDCLUSTER ’13 FEEL 1. COLLABORATE Life is a co-production Me We Individual Social 2. RESPECT Focus on the ‘real thing’ 3. ENRICH From ‘MORE!’ to ‘BETTER’ 4. BALANCE Balance consumption patterns 5. FEEL From ‘possessing’ to ‘experiencing’ Introvert / Conservative Motivational frame of reference
  64. 64. “WE LIVE IN A WONDERFUL TIME” We are tired of all adversity. We read about it in the paper and see it on the news. If we want to change the world we live in, passion and love for others is a precondition. Celebrate creativity, that’s what brings us further. Enjoy being alive and focus on the nice things that are being made. It’s not only about knowing and possessing, it’s about experiencing! FEEL
  65. 65. TIRED OF ADVERSITY FEEL
  66. 66. See the Coca Cola ‘Security Cam’ video FEEL
  67. 67. LONGING FOR PEOPLE WITH PASSION FEEL
  68. 68. See Heineken’s ‘The Candidate’ video FEEL
  69. 69. I WANT TO FEEL I’M ALIVE! FEEL
  70. 70. See the Dance Pony Dance video FEEL
  71. 71. FROM POSSESING TO EXPERIENCING Speakeasies: The Franklin Mortgage & Investment Co. FEEL
  72. 72. FOCUS ON THE NICE THINGS See the Artis Zoo video FEEL
  73. 73. FEEL
  74. 74. See the Diet Coke video FEEL
  75. 75. WHY FEEL ASHAMED? FEEL
  76. 76. CELEBRATE CREATIVITY See the Rijksmuseum ‘Our Heroes are back!’ video FEEL
  77. 77. See the Absolut Unique video FEEL
  78. 78. See the Strongbow Startcap video FEEL
  79. 79. SUMMARY FEEL TIRED OF ALL ADVERSITY LONGING FOR PEOPLE WITH PASSION FROM ‘KNOWING’ AND POSSESSING TO ‘EXPERIENCING’ CELEBRATE CREATIVITY! FOCUS ON ALL THE NICE THINGS BEING MADE!
  80. 80. SMALL. THE NEW BIG You have just been inspired by the CARTILS Trendcluster’13. Please do contact our strategic team at CARTILS for more information: strategy@cartils.com Lianne van den Berg-Weitzel MSc, Strategy Director Rik Olthof MSc, Brand Strategist 1. COLLABORATE Life is a co-production 2. RESPECT Focus on the ‘real thing’ 3. ENRICH From ‘MORE!’ to ‘BETTER’ 4. BALANCE Balance consumption patterns 5. FEEL From ‘possessing’ to ‘experiencing’
  81. 81. SMALL. THE NEW BIG The images used in this presentation are screenshots or other images that were available on the Internet. As such, the copyright for them is most likely owned by the company or corporation that produced it. For the composers of this presentation it was impossible to retrieve all these copyright owners and ask for permission to use the imagery. Images . are used purely to illustrate this observation of consumer trends and were taken from publicly accessible sources. If any party feels treated disrespectfully or abused by our approach, please contact us at: strategy@cartils.com

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