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2013 Trends NRF


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2013 Trends NRF

  1. 1. TRENDS 2013 Marian Salzman Havas PR North America
  2. 2. FOOD FOR THOUGHT SOME THINGS I’M MONITORING FOR THE NEXT Cloning to create the perfect child, partner, pet ... Countries being acquired by for-profit entities or large, wealthy universities ... End of higher education at 18—and the beginning of life apprenticeships that take people from 19 to 29 to complete and prepare them for lifelong reinvention ... Domestic partnerships forged to secure healthcare and tax benefits ... Flexible spaces that allow for all living under one roof ... Homeschooling by Internet and SoMe ... Prestigious costly “passports” clearing an elite few for global citizenship ... Rebooting absolutely everything ... Type talking replacing voice as the new small talk—and all talk being reduced to 140 characters of vibe and information ... Our new love affair with small houses2
  4. 4. THE BIGGEST NEXTS YOU + ME = CO Life is a co-production, and collaboration is the hottest concept at work and home (especially there, as multiple generations gather in the communal nest). All the “co-” words (co-creation, co-parenting, commingle, coincide, copreneurs, even coincidence) take on bigger meaning because “you + me” is somehow armor and protection against the wild world, and also brainfood to ensure that all the “i” stuff (isolation is the worst, though infection sounds fairly vile …) doesn’t happen.4
  5. 5. THE BIGGEST NEXTS YOU + ME = CO The co- trend is actually two trends commingled: There’s the trend toward people deliberately combining their efforts at work, at home and online; and there’s the related trend of pointing it out in the words that are used. The same people who used to be colleagues are now co-workers; they used to collaborate, but now they co-create.5
  6. 6. THE BIGGEST NEXTS MAKE SOLUTIONS, NOT PROBLEMS Politicians always say they have the solution, otherwise they get taken down. Negativity has never won friends except when it’s dissing the other side. Take the subprime crisis: Nobody took notice of Nouriel Roubini and others who were causing “problems” with their contrarian views of impending trouble.6
  7. 7. THE BIGGEST NEXTS MAKE SOLUTIONS, NOT PROBLEMS If negativity is bad, why is it so popular? There’s growing evidence that our interest in negativity isn’t just a nasty habit created by sensationalist media and manipulative politicians; it’s the way our brains work. Bad experiences create stronger impressions than good ones. Being sensitive to negative events helps us beware of potential dangers, while expecting positive events in the future motivates us to keep on keeping on.7
  8. 8. THE BIGGEST NEXTS AUSTERITY LIVING WITH DOUBLE-DIP FRUGALITY Consumerism will be replaced by collaborative consumption and an eye on less being more through micro-ownership (1/12 of a car, 1/4 of a dog, 1/365 of a vacation home, etc.). It felt awkward when we started buying only essentials, then the economy bit us a second time as the EU began to break apart. Now, expect the global consumer class to reduce and reuse far ahead of shopping till they drop.8
  9. 9. THE BIGGEST NEXTS AUSTERITY LIVING WITH DOUBLE-DIP FRUGALITY As the economic crisis drags on, the shop-till-you-drop exuberance that drove the long boom has given way to caution. For many people, big-ticket spending is out of style and not only because they don’t have the money. It started with digital content: Why bother buying physical books, magazines, newspapers, CDs and DVDs that take up space if you can get them in virtual formats when you need them?9
  10. 10. THE BIGGEST NEXTS ALTERNATIVE ECONOMIES New is now old. Old is next. Cashless economy fits in. But we find new marketplaces for trading recyclables, experiments with local currencies—everything from the storage biz to Dumpster diving to old houses and more.10
  11. 11. THE BIGGEST NEXTS ALTERNATIVE ECONOMIES Barter trading is one quick and easy solution for people and small businesses with skills, goods and time but limited cash. Bartering has a new lease on life because of the Internet, which can match buyers and sellers and keep track of their trades.11
  12. 12. THE BIGGEST NEXTS RETHINKING IMPERFECTIONS Photoshop can clean up all kinds of imperfections, cosmetic dentistry can repair someone’s smile and the SAT tutor can prep the average student for test success. So how do we embrace and celebrate the less-than-perfect people, places and things we revere as authentic? The yin (quest for perfection) and yang (search for authenticity) lead to quite a juggle.12
  13. 13. THE BIGGEST NEXTS RETHINKING IMPERFECTIONS Witness the perfection of the unforgettable opening of the 2008 Olympic Games in Beijing. Four years later, the opening ceremony of the 2012 London Olympics included sick children bouncing on hospital beds, comedian Rowan Atkinson cheating in a running race and a solo by a choir boy whose left arm ended at the elbow. London sought to reflect a big shift in attitudes toward perfection and imperfection.13
  14. 14. THE BIGGEST NEXTS DADS AS THE NEW MOMS In a post-mancession economy, dads are hunkering down, minding the kids and carving out new traditions and mores for raising the family. They are also becoming a new stereotype; if ladies of the house were the target consumers in the 1970s, daddy bloggers will be the men to watch by 2015, setting the international shopping lists.14
  15. 15. THE BIGGEST NEXTS DADS AS THE NEW MOMS A lot of the gender-shifting trend is being driven by economic trends. The macho muscle-power jobs of the 20th century are giving way to gender-neutral work that requires education and social skills, tipping the balance toward women. Rather than being diminished by the rise of women, the growing ranks of devoted and capable dads are likely to find their new role liberating.15
  16. 16. THE BIGGEST NEXTS CONSTANT SCHOOLING Tomorrow, school will be continuous and only a clickstream away, and most industrious people will look at education as a lifelong commitment to personal relevance: their own. College might cost megabucks, but top-drawer instruction is now available for free online—and so it’s log in or lose out.16
  17. 17. THE BIGGEST NEXTS CONSTANT SCHOOLING Worldwide, wherever possible, young people are spending longer in education. Even so, just leaving college with a good degree is no longer enough. We are expected to be adept at using online resources to find things out; being digitally literate is now the equivalent of being able to read and write a century ago. Educators and employers expect people to be proactive, self-directed, lifelong learners.17
  18. 18. THE BIGGEST NEXTS NOT TIRED OF FATIGUE Fatigue is übertrendy, in almost every format. There are all kinds of trendy diagnoses raging, but none as talked-about as chronic fatigue syndrome. And even medical journals have reported on fad diagnoses including adrenal fatigue. When we write history for 2013, it might be the year fatigue set in and we all migrated back to a binary approach to living, with no outlets for overload because everything is survival or reboot.18
  19. 19. THE BIGGEST NEXTS NOT TIRED OF FATIGUE All this fatigue—chronic fatigue, decision fatigue, donor fatigue, compassion fatigue, adrenal fatigue— is mentally and emotionally draining, but it might also have deeper physical effects. It’s a response to the stresses and strains of modern living. And either way, watch for the relentless spread of fatigue— and tips to combat it.19
  20. 20. THE BIGGEST NEXTS QUALITY OF LIFE Slowing down the pace is a dream scenario for most, especially anyone who has benefited from (and/or been injured by) the fast lane and the pace of change. More emphasis will be placed on slow cooking and eating, on slowing down aging and courtships. We’ll chase homey vibes (slow colors, scents, sensorial experiences) to offset the pace of mobile everything.20
  21. 21. THE BIGGEST NEXTS QUALITY OF LIFE Even before the crash, some people were already experiencing stress regarding the increasing speed and complexity of life, fears about climate change, feelings of consumer overwhelm. Now that normal life packs every moment with calls on attention, distraction and fast-paced entertainment, the quest in 2013 and beyond is for unstressed, unpressured, uncluttered space and time. To relax. And breathe.21
  22. 22. THE BIGGEST NEXTS PLACEMAKING SXSW made Austin the Texas capital of cool. Savannah benefited from Midnight in the Garden of Good and Evil to become a home to young artists and young-at-heart retirees. Pittsburgh reinjected itself with digitivity and is now thriving with modernity and energy (not of the steel kind). Solutions and local placemakers believed that these places could.22
  23. 23. THE BIGGEST NEXTS PLACEMAKING There’s nothing new in the need for places to grow their appeal and maintain it. Throughout history, attractive locations have acted as a magnet for people, economic activity and cultural life, which all boosted their power and attractiveness. What has changed is that globalization has increased the speed, geographical range and intensity of competition among locations.23
  24. 24. THE BIGGEST NEXTS NATIVE This is becoming a trigger word in fashion and style, and the source of “ground zero reality” in everyday life. After a spell of rooting for what feels real and authentic, native is becoming the ultimate proof point. The native essence—knowing where something or someone is really from—will become an obsession in this increasingly virtual world.24
  25. 25. THE BIGGEST NEXTS NATIVE As modern life accelerates into a future that gets more virtual with each passing year, consumers are increasingly experiencing a sense of rootlessness. We listen for clues of rootedness; we feel the attraction of people, places and things that seem connected with the authenticity of a disappearing past. The call of more authentic native worlds returns in cycles, often heard most keenly by creative types and pioneering thinkers.25
  26. 26. THE BIGGEST NEXTS THE RISE OF AFRICA For decades, we wrote off Africa as the slow cousin of the modern world, but today we’re beginning to see signs that this land of 1 billion people might become the new Asia. If African commodities continue to boom, watch the continent take center stage in the next global economy.26
  27. 27. THE BIGGEST NEXTS THE RISE OF AFRICA From 2001 to 2010, six of the world’s 10 fastest-growing economies were in Africa; the IMF predicts that seven of the top 10 will be by 2015. Its middle class has grown from about 126 million people (27 percent of the population) in 1980 to almost 350 million (34 percent) in 2010. It’s been estimated that by 2040, Africa will be home to 20 percent of the globe’s young people and a working population of 1.1 billion people overall, overtaking China’s or India’s labor force.27
  28. 28. THE BIGGEST NEXTS BIG, BIG CITIES New supercities are emerging, and the biggest cities will grow even bigger, with more than 15 million in residence. New big problems will also emerge (from pollution to terrorism), but so will the potential for new solutions. Most of these hot capitals will be in emerging markets.28
  29. 29. THE BIGGEST NEXTS BIG, BIG CITIES Around 5 billion of the world’s inhabitants will be urban by 2030—that’s around 60 percent of the projected 8.3 billion population, compared with just 3 percent in 1800. Big cities aren’t an option that we can take or leave; they’re inevitable. Megacities create megaproblems, but by offering buzz and many opportunities for minds to meet, they also spur people to figure out megasolutions.29
  31. 31. STAY AHEAD OF THE CURVE For a deeper dive on these trends—and dozens more—download Whats Next? What to Expect in 2013 now. (If the hyperlink doesn’t work, copy and paste into your browser window). What’s Next? What to Expect in 2013 is the debut publication from 120M Books, the publishing adventure of Havas PR. We traffic in the future-forward and quick-hit read (nothing more than 120 minutes).31