JWT 100 Things to Watch in 2012


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JWT 100 Things to Watch in 2012

  1. 1. 100 THINGSTO WATCH in 2012DECEMBER 2011
  2. 2. What We’ll Cover• Background• Our Track Record• Our Things to Watch in 2012 100 Things to Watch in 2012
  3. 3. Background• In addition to our 10 Trends for 2012 forecast, JWT presents 100 Things to Watch in 2012.• Some of the items on our list reflect broader shifts we are spotlighting for 2012: – Navigating the New Normal: As the new normal becomes a prolonged normal in the hampered developed world, we’ll see more brands in more categories offering Smaller SKUs and Stripped-Down Products/Services to appeal to extremely cost-sensitive consumers. – Food as the New Eco-Issue: The environmental impact of our food choices will become a bigger concern, driving greater brand and consumer awareness and action around Curbing Food Waste. – Screened Interactions: As more flat surfaces become screens and more screens become interactive— with consumers touching them, gesturing at them and even talking to them—we’ll see screens infiltrating restaurant and retail experiences, making for Screened Dining and Screened Shopping. – Objectifying Objects: As objects get replaced by digital/virtual counterparts, people are fetishizing the physical and the tactile (like Stationery). As a result we’ll see more Motivational Objects, items that accompany digital property to increase perceived value, and tools that enable things like Digital-Into- Physical Postcards.• This list also includes noteworthy events on the calendar, people to keep an eye on, tech tools and devices, and much more, including new behaviors and ideas with the potential to ladder up to bigger trends. 100 Things to Watch in 2012
  4. 4. Our Track Record• Our Things to Watch from last year included: – F-commerce: By November, 88% of the Internet’s Top 200 retailers were integrated with Facebook. Major retailers like ASOS and Express in the U.S. began selling directly through Facebook, while others experimented with insider sales and pop-up shops. The gold rush had reason: According to TechCrunch, half of visitors to e-commerce sites in 2011 were also logged into Facebook, making F-commerce as integral to online shopping as the anchor store is to offline. – P-to-P Car Sharing: Baby, you can drive my car. Person-to-person car sharing schemes gained steam in 2011, including Spride and Getaround in San Francisco, RelayRides in Boston and San Francisco, WhipCar in the U.K. and DriveMyCar in Australia. Each matches car owners whose vehicles are idle with people who need wheels. – Self-Powering Devices: In 2011 engineers made strides toward harnessing kinetic energy to power our devices and homes. (This science pulls energy from thousands of tiny movements, like human motion or spinning wheels.) For instance, startup Tremont Electric began selling its nPower PEG, a battery rod that collects kinetic energy. At year-end, IBM’s annual “5 in 5” forecast (five tech advances the company foresees happening within five years) included the idea that we’ll be self-powering our homes, offices and cities. 100 Things to Watch in 2012
  5. 5. Our Track Record (cont’d.)• Our Things to Watch from last year included (cont’d.):– Voice-Activated Apps: In 2011, mobile devices went fat-finger-free. Siri, the iPhone’s voice-controlled personal assistant, garnered the most buzz but was far from the only example. Siri may be followed in 2012 by an Android equivalent, but Android users already have voice-controlled apps like StartTalking, Vlingo and Google’s Voice Actions. Fun rumor: Google’s Siri equivalent may be named after Majel Barrett-Roddenberry, the actress who gave voice to the Starship Enterprise’s computer on Star Trek.– YouTube the Broadcaster: YouTube took a bold step forward from video clips into original content in 2011. The company announced in October that it would launch 100 content channels produced by Hollywood creatives, celebrities, new media and news agencies. Participants include Madonna, Ashton Kutcher and Amy Poehler, business data provider Thomson Reuters and online magazine Slate.– The Nail Polish Economy: Nail polish has taken lipstick’s place as an anecdotal economic indicator and ascended to an “it” accessory. Soaring sales for polish—up 54% globally in 2011—seem to reflect a search for affordable luxury. Meanwhile, we’ve seen unexpected variety—including textured polish, python-print nails, metallic ripples and DIY nail art pens—and some nifty marketing tie-ins, including Gossip Girl and The Hunger Games branded lines. 100 Things to Watch in 2012
  6. 6. Our Track Record (cont’d.)• For 2010, we spotlighted Mobile Money, Coconut Water, Foursquare, Ethical Fashion and Bacon Everywhere.• For 2009, we highlighted Lady Gaga, Crowdfunding, WikiLeaks, Cloud Computing, Gluten-Free and the Decline of Email.• For 2008, we listed Radical Transparency and the Staycation, and for 2007, Barack Obama, Jennifer Hudson, companies going green and age shuffling.• Check out the following slides to see what you’ll be hearing more about in 2012. 100 Things to Watch in 2012
  7. 7. Our Things to watch in 2012 1. Access Everywhere 9. Electric Fleets 1 0. Leadership Shakeups 4 1. Rooftop Farming 6 3. Tokyo Sky Tree 8 2. Album Evolution 0. Facebook’s IPO 2 1. Lighter Cars 4 2. Roots Revival 6 4. Tom Daley 8 3. All Things Military- 1. Facial Recognition 2 4 2. Loosecubes 3. Scooter Surge 6 5. Toys for Tablets 8 Inspired Fury 4 3. Lytro 4. Screened Dining 6 6. TV Commerce 8 4. Antique Eats 2. Fat Taxes 2 4. Marques Toliver 4 5. Screened Shopping 6 7. “Ultra” 8 5. Anywhere, Any-Way 3. Flipped Classrooms 2 5. Mobile Security 4 6. Senior Cohousing 6 8. Unwrapping the 8 Shopping 4. Floating Yoga 2 Process 6. Motivational Objects 4 7. Silence 6 6. App Overload 5. For-Profit Chains, 2 8 9. Vdio 7. Mushrooms as 4 8. Silicon Valley Siblings 6 7. Apps for an Nonprofit Stores Functional Food 9 0. Video-grams Aging World 9. Smaller SKUs 6 6. Fuel From Waste 2 8. Mushrooms Go Green 4 1. Virtual Fitting Rooms 9 8. The Attention 0. Smart Clothing 7 7. Garden Camping 2 9. Myanmar 4 9 2. Voice-Based Economy 1. Smarter Check-ins 7 8. Gen Z 2 0. Nadine Ponce 5 Microblogging 9. Batuka 2. Social Seating 7 9. Gesture Recognition 2 1. Olympics’ New Sport 5 3. Voice Control 9 0. Benefit Corporations1 3. Solar Gets Simpler 7 0. Healthy Vending 3 2. Online Lives, in Print 5 4. Web Chat Everywhere 9 1. Book Club 2.01 Machines 4. Spiking Food Prices 7 3. P-to-P Experiences 5 5. Wii U 9 2. BYOD (Bring Your1 1. Heirloom Everything 3 5. Split-Personality 7 Own Device) 4. The Personal Retailer 5 Smartphones 6. Women-Only Hotel 9 2. The Hobbit 3 Floors 3. Cloud Security1 5. Play as a Competitive 5 6. Stationery 7 3 3. Honey Advantage 7. Your Public Story 9 4. Crowdsourced1 7. Stripped-Down 7 Commutes 4. Hydration Stations 3 6. Pluerry 5 Products/Services 8. YouTube, the New 9 5. Indian E-commerce 3 Boob Tube 5. Crowdsourced1 7. Public Bookshelves 5 8. Sundance London 7 Learning 6. Inhaling 3 9. Zimbabwe 9 8. Rainwater Harvesting 5 9. Sustainable Palm Oil 7 6. Curbing Food Waste1 7. Internet-Enabled Cars 3 00. Zink 1 9. Remaking “Made in 5 0. Tablets Replace Paper 8 7. Danger Zone Travel1 8. iTV 3 China” 1. Tap-and-Pay Incentives 81 8. Digital-Into-Physical 9. LCD Art 3 0. Rolling Stones’ 50th 6 Postcards 2. A Titanic Anniversary 8 Anniversary Tour 100 Things to Watch in 2012
  8. 8. 1 Access EverywhereWith the proliferation of cloud-based servicesand Internet-enabled everything, consumerswill be accessing music, books and video—media they either own or buy into throughsubscriptions—on a multitude of Web-connecteddevices wherever they are. We’ll be listening toSpotify and the like from Internet-enabled cars,speakers and even fridges; watching movieson tablets or TVs via services like Netflix andthe upcoming Vdio or the new “digital contentlocker” UltraViolet; and catching up with TVeverywhere as providers expand access to allour devices. BACK TO 100 100 Things to Watch in 2012 Image credit: Apple
  9. 9. 2 Album EvolutionTechnology has mostly outpaced creativity whenit comes to the album format. But in 2011 Björkset a high bar with an “app album,” Biophilia, thatallows for rich exploration of the work’s themes.The duo Bluebrain released two “locationaware” albums: apps that play music based onthe listener’s location on Washington, D.C.’sNational Mall and in New York’s Central Park.And The Roots complemented undun with an appdesigned to flesh out the fictional character atthe album’s center. Expect more re-imaginingsof the album from artists collaborating withsoftware developers and multimedia ortransmedia innovators. BACK TO 100 100 Things to Watch in 2012 Image credit: Björk
  10. 10. 3 All Things Military-InspiredOn the heels of Osama bin Laden’s takedown, aslew of tragic natural disasters and the popularityof apocalyptic themes, we’ll see more gear likeGoruck’s Brick Bags (redesigned military sacksmade from top-grade material) and the Crovel(an “extreme” folding shovel that combines13 survival tools). And challenges inspired bymilitary training are on the rise, like ToughMudder and the Goruck Challenge, which testendurance on extreme courses or under extremeconditions. This boots-on-the-ground mentalityis a subconscious preparation for the worst, at atime when survival skills feel more essential. BACK TO 100 100 Things to Watch in 2012 Image credit: Tough Mudder
  11. 11. 4 Antique EatsThe heritage trend is making its way to food,with chefs digging up recipes and addingingredients from yesteryear. The hot restaurantDinner by Heston Blumenthal in London servesbygone British dishes. Some of this is for themore adventurous (e.g., Grant Achatz’s duck withblood sauce in Chicago), but in the U.K., at least,everyday consumers are preparing meats thathearken back to older eras, like pheasant, venisonand wood pigeon. BACK TO 100 100 Things to Watch in 2012 Image credit: dinnerbyheston.com
  12. 12. 5 Anywhere, Any-Way ShoppingAs e-commerce and brick-and-mortar retailingintegrate and overlap, shopping will entailsimply clicking—buying products from a PC ormobile device—and then collecting the orderat a physical location or having it immediatelydelivered. Multichannel buying will be fasterand more streamlined, with less time in linesand shorter waits for online shoppers. Somesupermarkets are setting up displays whereshoppers scan QR codes for the items theywant, then have them delivered or pick themup in-store. We’ll also see click-and-deliver forin-store shoppers who want different sizes,shorter waits or less heavy lifting. BACK TO 100 100 Things to Watch in 2012 Image credit: Recklessnutter
  13. 13. 6 App OverloadNavigating the vast world of apps is alreadydaunting, and the app-ifying of everything(desktops, cars, TVs, etc.) is only just beginning.Apple’s App Store, for example, offers more thanhalf a million options, with a slew of “copycatapps” cluttering up those virtual shelves. Thenovelty of apps will wear off as consumersbecome paralyzed by too many choices. BACK TO 100 100 Things to Watch in 2012 Image credit: Blake Patterson
  14. 14. 7 Apps for an Aging WorldAs marketers Retool for an Aging World, one ofour 10 Trends for 2010, expect more apps aimedat older demographics. The GlassesOff iPhoneapp, for example, due in 2012, is a program thatpurports to improve vision by training readers’eyes to adapt to certain patterns. The Tell MyGeo app can help caregivers keep track of elderlyfriends and family. BACK TO 100 100 Things to Watch in 2012 Image credit: GlassesOff
  15. 15. 8 The Attention EconomyWith consumers more distracted than ever,marketers will offer little bribes for their attention.Websites such as Loffles provide prizes forwatching and responding to ads from clientsincluding the American Red Cross, UNICEFand Kellogg’s. CouponNetwork.com is rewardingshoppers who watch a short branded videowith higher-value digital coupons. Serviceslike GamesThatGive let brands (e.g., Pepsi andStarbucks) sponsor Facebook games, rewardingparticipants with options for charitable donations.And Free ATMs NYC is looking to install cashmachines with screens for ads, enabling usersto skip the out-of-network fee in exchange forwatching a marketing message. BACK TO 100 100 Things to Watch in 2012 Image credit: Loffles
  16. 16. 9 BatukaLaunched in Spain in 2005, Batuka is primed tobe the next international dance-fitness craze. LikeZumba, Batuka relies heavily on Latin American-inspired moves but also incorporates a wellnessphilosophy, emphasizing good nutrition, apositive outlook and the mind-body connection.It also uses only original compositions frommusician Kike Santander. Teacher trainingcourses launched in North America in fall 2011,and plans call for expansion throughout Europein 2012. BACK TO 100 100 Things to Watch in 2012 Image credit: Batuka
  17. 17. 10 Benefit CorporationsWhile corporations traditionally focuson increasing shareholder value, BenefitCorporations operate under legal provisionsthat enable a company to take all stakeholdersinto consideration, not only stockholders. Thelegislation, adopted in several U.S. states sofar, allows businesses to embed sustainabilityprinciples into their DNA. Alternatively,companies can seek certification as a “B Corp”from the nonprofit B Lab; close to 500 have nowbeen certified in North America and Europe. AsShared Value gains steam—one of our 10 Trendsfor 2012—watch for more corporations to tweakthe modern capitalist model. BACK TO 100 100 Things to Watch in 2012 Image credit: B Corporation
  18. 18. 11 Book Club 2.0The mass-reading experience that Oprahkick-started is evolving into book clubs thatspan Web tools. In 2011 More magazine usedSkype group video-calling to enable nine U.S.book clubs to chat concurrently about a MegWolitzer novel, with the author participating.The Atlantic’s 1book140 uses Twitter as aplatform: Tweeters nominate and vote onbooks, then tweet about the selections. InJanuary The Huffington Post launches abook club that encourages readers tocontribute via Twitter, Facebook, YouTube,Flickr and Instagram; bookstore events arealso in the mix. BACK TO 100 100 Things to Watch in 2012 Image credit: MoreMagazineTV
  19. 19. 12 BYOD (Bring Your Own Device)With the mobile device now an EverythingHub and content accessible through the cloud,businesses will need to adapt to BYOD culture.Employers are scrambling to formulate BYODpolicies as more workers bring their own devicesto the office. Airlines including Virgin America,American Airlines and Germany’s Condor areoffering audio and video via Wi-Fi for those whoeschew the seat-back screen in favor of theirown. Likewise, some hotel guests will be able towatch pay-per-view movies on their own devicesas well as the room’s TV. BACK TO 100 100 Things to Watch in 2012 Image credit: airfax.com
  20. 20. 13 Cloud SecurityAs more businesses store more customer andproprietary information in the cloud, the threat ofhackers accessing scores of credit card numbers,pending patents and more will prompt a rise incloud security concerns and services that claim tobe a solution. Companies including CloudLock,Cyber-Ark and CipherCloud are already sellingsecurity measures to big businesses. And Google,Verizon, Intel, McAfee and Microsoft have alljoined the Cloud Security Alliance, dedicated tobest practices for cloud security. BACK TO 100 100 Things to Watch in 2012 Image credit: CipherCloud
  21. 21. 14 Crowdsourced CommutesApps that collect data from commuters will helpto guide a growing number of drivers on theirroutes. Navigation apps, most notably Waze, actlike a GPS device in directing drivers but also usereal-time data from phone sensors, along withactive user input, to make smart adjustmentsbased on traffic and other road issues. Wazealready counts 8 million drivers worldwide and isplanning expansion into China. BACK TO 100 100 Things to Watch in 2012 Image credit: Waze
  22. 22. 15 Crowdsourced LearningKnowledge seekers will increasingly lookbeyond the traditional student-teacher structure:Learning is becoming more democratic on- andoffline as people connect with teachers, hobbyistsand experts looking to share their interestsand impart their knowledge. Users can buildtheir own courses at sites like Udemy.com; takelessons and ask and answer questions aboutthem on Sophia.org; and answer test questionson Veri. Offline, people are learning from peersthrough Skillshare and participating in localeducation hubs like Brooklyn Brainery, wherelow-cost classes range from “How to Kill atKaraoke” to “Statistical Literacy.” BACK TO 100 100 Things to Watch in 2012 Image credit: Brooklyn Brainery
  23. 23. 16 Curbing Food WasteAs the environmental impact of our food choicesbecomes a bigger concern—one of our 10Trends for 2012—watch for more awarenessaround waste, with brands working to educateconsumers and to reduce their own waste. In theU.K., packaging will no longer feature a “sell by”date, an attempt to reduce the £12 billion worthof food thrown out annually, while in India thegovernment is trying to rein in traditional lavishweddings in a bid to stave off food scarcity.Unilever’s Food Solutions unit recently launchedUnited Against Waste, a campaign to drive wastereduction in the food-service industry. BACK TO 100 100 Things to Watch in 2012 Image credit: unileverfoodsolutions.us
  24. 24. 17 Danger Zone TravelFor some travelers, government advisoriesagainst visiting certain regions are serving asa contrarian lure. One expert calls it “machotourism,” and its adherents include adventurerswith an eye on social media bragging rights andluxury travelers looking to outdo been-there-done-that peers by venturing where few else canor will. Expect a steady rise in travel to spotslike the Congo that offer rich experiences forthe intrepid. BACK TO 100 100 Things to Watch in 2012 Image credit: Julien Harneis
  25. 25. 18 Digital-into-Physical PostcardsSincerely’s Postagram app and Postcard onthe Run allow vacationers and others to turnsnapshots into snail-mailed postcards. Theymake it easy to send personalized greetingsfrom afar while satisfying today’s risingappreciation for physical objects and slowerforms of communication. This is onemanifestation of Objectifying Objects,one of our 10 Trends for 2012. BACK TO 100 100 Things to Watch in 2012 Image credit: Postagram
  26. 26. 19 Electric FleetsThe transition to electric vehicles will bea gradual one for consumers, but moreimmediately, we’ll see electric delivery trucksand vans zipping around urban areas asbusinesses replace diesels with these greener,cheaper (in terms of fuel costs), quieter andgood-for-PR alternatives. Companies includingStaples and Frito-Lay are buying trucks like theNewton (from Smith Electric Vehicles), whilecommercial customers such as the Norwegianpostal service are adopting Ford’s TransitConnect electric van. BACK TO 100 100 Things to Watch in 2012 Image credit: Frito Lay Canada
  27. 27. 20 Facebook’s IPOThe mother of all social networks has comea long way from its Harvard-student days:The hottest IPO of 2012—expected sometimebetween April and June—could value Facebookat a whopping $100 billion, setting some recordsand spawning a new cohort of millionaires inSilicon Valley. BACK TO 100 100 Things to Watch in 2012 Image credit: Tracy O
  28. 28. 21 Facial Recognition FuryAs it’s implemented more widely, facialrecognition software will raise a lot moreconcern about the Big Brother implications, withalarms raised by legislators and other privacyadvocates stirring anxiety among consumers.One new program developed at Carnegie MellonUniversity, for example, can pinpoint the identityof a total stranger in minutes. Google, Appleand Facebook are all experimenting with facialrecognition, as are some governments. BACK TO 100 100 Things to Watch in 2012 Image credit: Evo and Proud
  29. 29. 22 Fat TaxesThe fat tax is the new sin tax: In a bid to put thebrakes on obesity, governments will try to pushconsumers away from unhealthy foods with costdisincentives. In 2011, Hungary introduced anadded tax for foods with high fat, salt and sugarcontent, along with a higher tariff on soda (andalcohol), while Denmark added a tax for high-saturated-fat foods. Similar legislation has beenproposed in Australia and Britain. Look for morenational and local governments to follow. BACK TO 100 100 Things to Watch in 2012 Image credit: pointnshoot
  30. 30. 23 Flipped ClassroomsThis new idea in learning flips the classwork/homework model on its head, with studentswatching lectures online from Kahn Academy,Tegrity and others, then using classroom timeto discuss and practice the relevant concepts.With this model opening up access to qualitylearning materials for students worldwide, lookfor it to be more widely adopted as an alternativeto failing traditional methods. BACK TO 100 100 Things to Watch in 2012 Image credit: Apple
  31. 31. 24 Floating Yoga“Flo-yo” is the lovechild of two trendy fitnessactivities, standup paddle boarding and yoga.From Seattle to Australia and Hawaii, well-balanced souls are floating their way ontocalm bodies of water for modified classes atoppaddleboards, which force yogis to keep theircore engaged. Watch for flo-yo to be on theactivity list for the 2012 beach vacation. BACK TO 100 100 Things to Watch in 2012 Image credit: SUP Yoga Vancouver
  32. 32. 25 For-Profit Chains, Nonprofit StoresRetail chains are testing an innovative idea insocial responsibility: nonprofit retail endeavorsthat leverage what the companies do best tobenefit communities. Customers take part bysimply consuming as normal. Nordstrom’s newManhattan concept store, Treasure & Bond,gives all proceeds to local charities, as doesPanera Bread Co.’s Panera Cares restaurants,where customers can pay what they wish. Withgrowing expectations that brands enhance thewell-being of the communities where they dobusiness, watch for these nonprofits to gainwider adoption. BACK TO 100 100 Things to Watch in 2012 Image credit: Treasure & Bond
  33. 33. 26 Fuel From WasteNew technologies make it possible to convertused plastics—such as nonrecyclable grocerystore bags and e-waste—back into oil, a processthat several companies will commercializein 2012. Not only does this keep plastics outof landfills, it’s also cheaper to produce thantraditional oil. “It seems almost like sciencefiction, but the technology is now here,” saysGreg Wilkinson of environmental consultingfirm Third Oak Associates. Virgin Atlantic plansto test synthetic fuel derived from steel mills’industrial waste. BACK TO 100 100 Things to Watch in 2012 Image credit: Seth Anderson
  34. 34. 27 Garden CampingWatch for a new idea from the U.K. to expandbeyond Britain: An uber-affordable take onAirbnb, Campinmygarden.com lets peoplerent their backyards to travelers. The LondonOlympics will heighten awareness, providing ahotel alternative for those willing to pitch a tent. BACK TO 100 100 Things to Watch in 2012 Image credit: Sean MacEntee
  35. 35. 28 Gen ZBorn after 2000 and weaned on smartphones,these kids are the first true digital natives. Formany families, this gadget-savvy group that’sup on all things Web is the go-to source forinformation, giving Gen Z major influence overhousehold purchasing decisions and behaviors.This generation is also more brand aware thanany before it (by age 3, a child can recognizealmost 100 brands). BACK TO 100 100 Things to Watch in 2012 Image credit: TEDx
  36. 36. 29 Gesture RecognitionKinect-like technology is coming to gadgetsand screens. Human-computer interaction, orHCI, will make computers even more intuitiveand easy to use, allowing people to trade theirkeyboard for any surface and their mouse forhand movements. For example, Bally TotalFitness’ “Results Center,” a video wall thatresponds to gestures, shows fitness and nutritioninformation and workout tips for gym members.And in Spain, technology group Tedesys linked aPC and monitor to a Kinect, allowing surgeons toexamine patient records during operations withthe wave of a hand. BACK TO 100 100 Things to Watch in 2012 Image credit: Manifest Digital
  37. 37. 30 Healthy Vending MachinesMachines that sell snacks like carrots and apples,hummus, meal replacement bars and yogurt arepopping up in response to consumer interestin nutritious eating, combined with legislationaimed at limiting junk food in schools. As thesepolicies become more widespread, expect moresuch vending machines—and a black market ofsorts for sugary, fatty, salty fare. BACK TO 100 100 Things to Watch in 2012 Image credits: healthyvending.com and freshvending.com
  38. 38. 31 Heirloom Everything“Artisanal” has become the overused term du“jour in food; “heirloom” will follow. While it’sbeen around for a while, starting with tomatoesand beef, lately everything from corn to beans hasbeen getting an “heirloom” designation, generallymeaning an older variety that’s genetically distinctfrom commercial products. (“Heirloom” is mostlyused for crops, “heritage” for livestock.) The termis becoming shorthand for “quality” and “natural”(and higher prices). Can it be long before we seeheirloom potato chips? BACK TO 100 100 Things to Watch in 2012 Image credit: Edsel Little
  39. 39. 32 The Hobbit2012 is the 75th anniversary of J.R.R. Tolkien’sclassic fantasy novel charting the adventuresof Bilbo Baggins. It will be marked with neweditions—including The Art of the Hobbit,featuring the author’s sketches, drawings,paintings and maps, many unpublished—andthe long-awaited two-part epic film from directorPeter Jackson at year-end. BACK TO 100 100 Things to Watch in 2012 Image credit: HarperCollins
  40. 40. 33 HoneyLook for honey to pop up in more foods—touted as a more natural alternative to high-fructose corn syrup or sugar—and treatments foreverything from coughs to scars and aging skin.Vicks, for instance, recently introduced a naturalformula for its NyQuil brand that uses honey asthe sweetener. BACK TO 100 100 Things to Watch in 2012 Image credit: Peter Shanks
  41. 41. 34 Hydration StationsAs the movement to cut the use of plastic andban the sale of bottled water grows, we’ll see aproliferation of water stations—already poppingup on college campuses and in some publicspaces—where people can fill reusable bottles. BACK TO 100 100 Things to Watch in 2012 Image credit: Hydrate U
  42. 42. 35 Indian E-CommerceIndia’s e-commerce market is huge—more than100 million Internet users and growing fast—andlargely untapped. Foreign firms like Amazon andWalmart are making significant investments,while homegrown companies such as Flipkartand Snapdeal know the market well enoughto tailor their services to its quirks, such as apredilection for cash over credit cards. The likelyupshot: a wave of acquisitions and partnershipsin early 2012. BACK TO 100 100 Things to Watch in 2012 Image credit: Flipkart.com
  43. 43. 36 InhalingFrom a Harvard professor of biomedicalengineering comes inhalable caffeine andchocolate—his company, Breathable Foods,is rolling out AeroShot Pure Energy, aninhaler containing a hit of caffeine mixedwith B vitamins; Le Whif provides a chocolateexperience sans calories. The company is workingon more products that provide flavorful ornutritional benefits without calories or the needfor pills. BACK TO 100 100 Things to Watch in 2012 Image credit: labstoreparis.com
  44. 44. 37 Internet-Enabled CarsIn-car Internet is about to leave the startingline. Cloud-stored music, restaurantrecommendations, info on nearby ATMs andgas stations will all be an index finger away inWi-Fi-enabled cars. Toyota’s new Entune systemuses mobile phones as a data pipe for the car,as does Ford’s SYNC. BMW and Daimler alsooffer in-dash Internet, while Ford’s Evos conceptaims to personalize the experience by accessinghome entertainment libraries. In-car Internet willincreasingly become an expected accessory. BACK TO 100 100 Things to Watch in 2012 Image credit: Ford
  45. 45. 38 iTVPerhaps the most buzzed-about tech launchof 2012 is a TV from Apple—it’s all just rumorsand rampant speculation as yet, most of whichinvolve the company introducing a television inthe second half of the year that would sync withother Apple devices, stream from the Web andallow gesture control. The product, one of thethings Steve Jobs had been focusing on beforehis death, could help to disrupt a new category. BACK TO 100 100 Things to Watch in 2012 Image credit: stevestein1982
  46. 46. 39 LCD Art“Turn your screens into art,” proclaims U.K.startup s[edition], which has signed up A-listartists like Tracey Emin to produce limited-edition digital works accessible via mobiledevices, PCs and connected TVs. And in 2012Samsung will produce “digital canvases”—high-res screens designed for displaying artwork,to be distributed by Planar Systems. BACK TO 100 100 Things to Watch in 2012 Image credit: s[edition]
  47. 47. 40 Leadership ShakeupsWith some key players on the world stagerunning for re-election, we could see a majorshift in political dynamics. Americans and theFrench will grapple over the best way forwardfor their economies as Barack Obama andNicolas Sarkozy fight to stay in power. HugoChávez will run for a third term in Venezuela,and in March Russians will weigh in onVladimir Putin. Replacing any—or all—ofthese incumbents could reset world diplomacy,putting policy making on the back burner justas it’s needed most. BACK TO 100 100 Things to Watch in 2012 Image credit: ChefMattRock
  48. 48. 41 Lighter CarsIt’s the new goal for automakers, which areworking to replace steel with materials likelightweight aluminum, carbon fiber and improvedplastics to achieve better gas mileage and anincrease in battery range, and prepare for morestringent fuel regulations. Jaguar Land Rover, forinstance, has appointed a head of lightweightvehicle strategy. While ultralight vehicles willdominate in another decade, more immediatelywe’ll see small weight reductions as various partsand components slim down. BACK TO 100 100 Things to Watch in 2012 Image credit: automobilemag.com
  49. 49. 42 LoosecubesThis worldwide peer-to-peer marketplaceconnects work spaces and the freelancers, small-businesspeople, artists and entrepreneurs whoneed to get out of the coffeehouse. Akin toAirbnb, the Loosecubes site allows users to ratethe spaces they use (productivity, communityand cool factor are some of the criteria) and aimsto foster connections and friendships betweenusers. Loosecubes’ model is right on the markfor what we’re calling Generation Go, young by-their-bootstraps entrepreneurs who don’t want togo it entirely alone. BACK TO 100 100 Things to Watch in 2012 Image credit: Loosecubes
  50. 50. 43 LytroIn early 2012, the startup Lytro is releasing anew kind of camera, one being touted as anadvancement that’s “similar to the leap from filmto digital.” While more consumers are relyingsolely on their ever-improving mobile phonecameras, hobbyists will want to play around witha camera that takes “living pictures”—they can berefocused by both the photographer and viewersafter the image is recorded—at a starting pricenot too far beyond digital point-and-shoots. BACK TO 100 100 Things to Watch in 2012 Image credit: lytro.com
  51. 51. 44 Marques ToliverThis 24-year-old singing violinist—who fusesclassical styles with powerful R&B-laden vocals—got his start as a street performer in Brooklyn. Hemoved to London in 2009, where he won overAdele as a fan, landed a record deal and becamethe first unsigned artist to appear on the BBC’sLater with Jools Holland. Toliver released an EP in2011 and is working on his debut album, set for a2012 release. BACK TO 100 100 Things to Watch in 2012 Image credit: Marques Toliver
  52. 52. 45 Mobile SecurityAs smartphones become pervasive, so too willsecurity issues. App usage, mobile browsing andmobile payments all put personal data at risk.The Android system, the top target of malicioussoftware, saw a near-fivefold increase in malwarebetween July and November. As the risk rises,computer security firms like McAfee, Symantecand Sophos are ramping up investments inmobile security, as are manufacturers (Samsung,for instance, is offering the Secu-NFC chip forNFC-enabled phones). BACK TO 100 100 Things to Watch in 2012 Image credit: market.android.com
  53. 53. 46 Motivational ObjectsIn the digital era, the value of intellectualproperty is up for grabs, since consumers usedto feel they were paying in part for the record orthe printing costs. So-called motivational objectsare one solution: physical items that accompanythe digital property, increasing the perception ofvalue and satisfying a need for tangibility. A fewbands have experimented with the idea, sellingnovelty items, T-shirts and even cassette box setsthat all come with a download option. BACK TO 100 100 Things to Watch in 2012 Image credits: joyfulnoiserecordings.com and deepwoodworkshop.com
  54. 54. 47 Mushrooms as Functional FoodWhat’s new about edible fungi? With morevarieties now populating supermarket shelvesin the West, we’ll see a growing awareness thatthis low-calorie but highly flavorful food packsa nutritional punch. Euromonitor notes thatthe benefits of mushrooms—which can lowercholesterol, boost the immune system and(some say) even fight cancer—“remain woefullyunderappreciated”; at a time when consumersare looking to add more so-called functionalfoods to their diet, they won’t remain overlookedfor long. BACK TO 100 100 Things to Watch in 2012 Image credit: William Warby
  55. 55. 48 Mushrooms Go GreenMushrooms are going into more than stir-fry:They’ve been discovered as an energy-savingingredient—reducing the amount of Styrofoamand plastic required—for packaging, building andmanufacturing materials. Ford is partnering withEcovative Design, which opens its first factoryin 2012, to replace some plastic componentswith compostable parts derived from mushroomfibers. Dell is shipping some of its servers withmushroom-based packaging. And look forconstruction companies to test mushroom-basedmaterial for insulation and building blocks. BACK TO 100 100 Things to Watch in 2012 Image credit: Ecovative Design
  56. 56. 49 MyanmarAs diplomatic relations with the rest of theworld thaw, due to the reforms we pointed toin our 2008 Things to Watch, this lightly visitedrealm of Buddhist temples and pagodas willbecome more attractive to Western travelers.Several new hotels offer luxury accommodation,and luxury travel company Abercrombie & Kenthas created three high-end programs for 2012. BACK TO 100 100 Things to Watch in 2012 Image credit: Javier Martin Espartosa
  57. 57. 50 Nadine PonceA laid-back model in her late teens who startedlate by fashion-industry standards, Ponce madea strong debut in European shows in fall 2011.Look for this new face from Brazil to be all overinternational runways, and beyond, in 2012. BACK TO 100 100 Things to Watch in 2012 Image credit: fashionmodel.it
  58. 58. 51 Olympics’ New SportSocial media will be the name of the games atthe Summer Olympics in London, which willgo down as the first to be wholly infused withsocial—driven by marketers, athletes and fansalike. The International Olympic Committee hasnow sanctioned athletes’ social media use duringthe games, giving followers a unique perspective.(The IOC is already using social media in a teen-targeted campaign.) Social TV and newspapertools (like The Guardian’s Facebook app) willhelp virally spread the word, spurring interestand viewership. And social media will be thecornerstone of many marketing campaigns.Expect #Olympics to be trending for months. BACK TO 100 100 Things to Watch in 2012 Image credits: Samsung and London 2012
  59. 59. 52 Online Lives, In PrintThe Web holds our virtual memories and ourarchives, a huge store of information that’s beingextended into the physical realm as people cometo feel a need for more tangible things. DeutschePost DHL’s Social Memories project lets peopletransform Facebook data into an impressive book;services like Printstagram turn Instagram photosinto stickers, flipbooks and magnets; and comingin 2012 is Little Printer, a thermal printer that turnssmartphone data into receipt-sized prints. BACK TO 100 100 Things to Watch in 2012 Image credit: Social Memories
  60. 60. 53 P-to-P ExperiencesNew tools allow travelers to find nicheexperiences and the locals who can providethem. A crop of peer-to-peer startups offeringunique and often personalized activities andtours are aiming to change the way travelers plantrips. The sites enable experts to offer an eclecticmix of opportunities, from introducing travelersto Berlin’s famed currywurst sausage (via Vayable)to walking them through New York’s CentralPark with a wilderness instructor (via SideTour).Shiroube, out of Japan (the name means “to bea guide”), is a platform to connect guides andtravelers looking for customized tours. BACK TO 100 100 Things to Watch in 2012 Image credit: Shiroube
  61. 61. 54 The Personal RetailerThere’s a new wrinkle in the product-personalization trend: consumers profitingfrom their creations while benefiting the brand.Beverage company uFlavor will soon enablecustomers to dream up flavor combos, addingthe option to test and sell the drinks via socialmedia. Converse is testing a Facebook app thatlets users market their custom-designed sneakersto friends (receiving freebies in return for sales).And the Kaiser Chiefs let fans select songs andartwork to create their own version of 2011’sThe Future Is Medieval—then take a commissionon sales. BACK TO 100 100 Things to Watch in 2012 Image credit: uFlavor
  62. 62. 55 Play as a Competitive AdvantageAdults will increasingly adopt for themselvesthe newly popular idea that kids should haveplenty of unstructured play to balance outtoday’s plethora of organized and tech-basedactivities. In an age when people feel theyhave no time for activities that don’t have aspecific goal attached, there will be a growingrealization that unstructured time begets moreimagination, creativity and innovation—allcompetitive advantages. One example: Thegrowing popularity of hackathons, which freeprogrammers to collaboratively play around withideas and approaches without worrying aboutspecific end goals. BACK TO 100 100 Things to Watch in 2012 Image credit: Rafael Cavalcante
  63. 63. 56 PluerryThis hybrid fruit, a combination of aplum and cherry, was developed for plumlovers who don’t like juice dribbling downtheir chin. Breeders have perfected thecombination after years of experimentation,and it could be in supermarkets soon. BACK TO 100 100 Things to Watch in 2012 Image credit: Jasmine&Roses
  64. 64. 57 Public BookshelvesFree book exchanges are flourishing inGermany—where local groups sponsor shelvesin public spaces and in supermarkets and otherstores—and Israel, where books at bus stopsstarted as an art project. Online-based tools forswapping and trading goods have taken off inthe recent past—next, watch for more simpleanalog ideas that tap into the same spirit. BACK TO 100 100 Things to Watch in 2012 Image credit: Ed Yourdon
  65. 65. 58 Rainwater HarvestingWith water gaining more notice as a limitedand precious resource, and severe droughtsincreasing, watch for more people andcorporations to burnish their green credentialsand save money by harvesting rain. DelhiMetro, for example, is constructing stationswith harvesting systems built in. The industryaround rainwater harvesting, however, is justgetting started. BACK TO 100 100 Things to Watch in 2012 Image credit: mxgirl85
  66. 66. 59 Remaking “Made in China”As more Chinese brands such as Li-Ning andHaier continue to expand internationally, we’llsee a push to change perceptions around whatit means to be “Made in China,” with Chinesecompanies addressing some of the key issuesassociated with that label, among them poorquality, copycatting and lack of trust. BACK TO 100 100 Things to Watch in 2012 Image credit: Li-Ning
  67. 67. 60 Rolling Stones’ 50 Anniversary Tour thWhile nothing has been confirmed, odds arethat Mick, Keith and the boys will regroup for a50th anniversary go-round that would be billedas their farewell tour. Some say Mick is stillhurting from revelations in Keith’s tell-allmemoir; Jagger has said he’s too busy promotinghis group SuperHeavy. But with the groupgetting into their golden years, “it’s now ornever,” as Rolling Stone notes. BACK TO 100 100 Things to Watch in 2012 Image credit: RollingStones.com
  68. 68. 61 Rooftop FarmingThe rooftop-gardening concept is evolving intolarge-scale farming projects. Brooklyn Grange,for example, is a rooftop organic farm that sellsits produce in markets and businesses aroundNew York City; in the U.K., Food From the Skyis a similar initiative atop a supermarket inLondon that sells produce in the market below.And BrightFarms is a New York-based companyfocused on helping food merchants transformtheir roofs. BACK TO 100 100 Things to Watch in 2012 Image credit: Signe Brewster
  69. 69. 62 Roots RevivalGlobalization is spurring a new appreciationfor national and regional traditions and thingsunique to one’s heritage. In music, for instance,the typical tango orchestra is newly popular inArgentina, Peruvians of all social classes areembracing cumbia music, and Indian clubsare pumping out domestic tracks. Likewise infood: In Greece, for instance, local brands areprospering and touting their Greekness, whilemajor foreign brands are playing up Greekingredients or “Made in Greece.” BACK TO 100 100 Things to Watch in 2012 Image credit: lightintheattic.net
  70. 70. 63 Scooter SurgeConsumers are turning to scooters as a cheaperand more agile alternative to cars. U.S. sales rosenearly 30% in the first half of 2011, while year-over-year November sales in India jumped 39%.In 2011 Larry Crowne, starring scooter fan TomHanks, prominently featured the vehicles, andL.A.’s Petersen Automotive Museum is currentlyhosting a show on the history of scooters.Looking ahead, an influx of electric scooters willhit the market. One issue will be coexistencewith cyclists and drivers. BACK TO 100 100 Things to Watch in 2012 Image credit: Petersen Automotive Museum
  71. 71. 64 Screened DiningInteractive screens are coming to restaurants,replacing menus and sometimes workers,and helping to entertain diners. Patrons willbe ordering and sometimes paying usingiPads and other tablets, touch-screen tablesand self-order kiosks. For instance, diners at arestaurant in the Manhattan department storeBarney’s can order at one of 30 screens in aglass-covered communal table, then browse thestore’s catalog while eating. And McDonald’s hasdeployed touch-screen kiosks in venues acrossEurope. This is one manifestation of ScreenedInteractions, one of our 10 Trends for 2012. BACK TO 100 100 Things to Watch in 2012 Image credit: mcdpressoffice.eu
  72. 72. 65 Screened ShoppingRetailers are placing interactive touch screens inand outside stores to provide customers with amore immersive and engaging experience. Forexample, in 2011, Clinique debuted MicrosoftSurface touch screens in the flagship ManhattanBloomingdale’s, enabling customers to placespecially tagged products on the screen to seemore information. In South Africa, mobile brand8ta’s retail outlets feature sound-emitting touch-screen windows that allow passersby to browsethe catalog after-hours; screens in the storeslet shoppers explore the inventory in greaterdepth. This is one manifestation of ScreenedInteractions, one of our 10 Trends for 2012. BACK TO 100 100 Things to Watch in 2012 Image credit: Microsoft
  73. 73. 66 Senior CoHousingLook for the Danish concept of cohousing—co-op-style communities whose residents areactively involved in their operation and joinedby close social ties—to catch on with Boomers.Cohousing communities, some initiated byresidents and others by developers, offer one wayto live near friends in retirement and to sharesenior-focused facilities, products and services. BACK TO 100 100 Things to Watch in 2012 Image credit: cohousingco.com
  74. 74. 67 SilenceThe world is getting ever more crowded,chaotic and noisy, with mobile conversationseverywhere—from public restrooms tounderground trains—and media fillingonce-quiet spaces (cabs, elevators) with chatter.Over-stimulated, we’ll increasingly look notonly to De-Tech (one of our 10 Trends for 2011)but to retreat from the noise, whether at home,in spas or even in nature (the “silent hike”).One interesting manifestation: the 2011 silentfilm The Artist, which looks likely to win somebig industry awards in 2012. BACK TO 100 100 Things to Watch in 2012 Image credit: towardsthesunset
  75. 75. 68 Silicon Valley SiblingsTech hot spots are growing in a slew of cities.Among them: Berlin, whose Mitte and Kreuzbergdistricts are home to SoundCloud, 9flats, Amen,6Wunderkinder, Wooga and Etsy’s EuropeanHQ (SoundCloud’s founder calls it the beststartup city in the world for its cheap rent, talent,growing investor interest and creative buzz); BeloHorizonte in Brazil, which claims Google’s R&Doffices and startups including Samba Tech andO2 Games; and Moscow’s Skolkovo IT Cluster,founded last year as an initiative of PresidentMedvedev. BACK TO 100 100 Things to Watch in 2012 Image credit: israelsk.com
  76. 76. 69 Smaller SKUsFood and beverage brands are swinging in theopposite direction from the mega-sizes and bulkofferings they have targeted at budget-savvyconsumers: Smaller sizes at minimal prices willtarget extremely cost-sensitive customers inthe developed world. H.J. Heinz, for example, isintroducing several reduced sizes at a suggestedretail price of 99 cents in the U.S. and aroundone euro in Europe, including a 10-ounceketchup pouch and a 9-ounce mustard. Kraftis selling 50-cent gum packs with five sticksof Trident or Stride. This is one manifestationof Navigating the New Normal, one of our 10Trends for 2012. BACK TO 100 100 Things to Watch in 2012 Image credit: Heinz
  77. 77. 70 Smart ClothingWe’ll see garments help wearers monitor theirbodies. Nyx Devices will introduce the Somnusshirt, developed at MIT, which can monitor sleeppatterns. Sportswear brand Under Armour hasthe E39, a shirt with a removable sensor pack thatprovides body data (heart rate, temperature, etc.),which wearers review on their mobile device. AJawbone bracelet similarly provides activity andsleep data. Reebok is developing concepts likeleggings with accelerometers for measuringdistance, and AT&T says it plans to sell bio-tracking clothes for athletes, first responders,military personnel and senior citizens. BACK TO 100 100 Things to Watch in 2012 Image credit: underarmour.com
  78. 78. 71 Smarter Check-InsForward-thinking hotels and airlines are usingRFID and NFC, combined with customer phones,to smooth and speed up check-ins. Qantas’frequent flyers now get an RFID-enabled cardthat functions as a boarding pass; they use itto check in at a kiosk upon arrival, then flightdetails are sent to their phone. Similarly, hotelsincluding Starwood’s Aloft and Aria in Las Vegasissue RFID loyalty cards that double as roomkeys (the Aria card also automatically activatesin-room amenities, turns on lights, openscurtains and personalizes the TV). Hotels arealso enabling guests to use NFC-equippedsmartphones as room keys. BACK TO 100 100 Things to Watch in 2012 Image credit: Qantas
  79. 79. 72 Social SeatingWatch for more booking agents to overlay thesocial graph, asking users to sign in with theirsocial media accounts for the opportunity tohandpick desirable seating arrangements. In2011, Ticketmaster rolled out interactive seatmaps with Facebook integration, allowingcustomers the chance to see where friends (aswell as strangers) are sitting in a concert venue.KLM Royal Dutch Airlines is planning a similarinitiative, giving flyers the chance to chooseseatmates based on social media profiles. BACK TO 100 100 Things to Watch in 2012 Image credit: Ticketmaster
  80. 80. 73 Solar Gets SimplerConsumers and businesses will enjoy easier off-the-shelf options for solar power. 3M plans tobegin selling a solar see-through film designedto be easily applied to any window. It reducesheat and generates power—a square meteris enough to charge an iPhone under peaksunlight. And Dow Chemical division Dow Solaris introducing a solar shingle that blends withtraditional asphalt shingles and is easy to installand durable enough to walk on. BACK TO 100 100 Things to Watch in 2012 Image credit: Dow Solar
  81. 81. 74 Spiking Food PricesAs extreme weather wreaks havoc on crop yields,watch for already-high food prices to spikefurther thanks to droughts, flooding and otherirregularities brought on by climate change.For example, Thailand, the world’s biggest riceproducer, is expecting smaller yields thanks inpart to its disastrous floods. In the U.S., droughtin Texas thinned cattle herds, which will likelypush up beef prices by about 8%. BACK TO 100 100 Things to Watch in 2012 Image credit: George Hatcher
  82. 82. 75 Split-Personality SmartphonesAs employees increasingly use their personalmobile devices for work (see BYOD), more serviceswill enable people to toggle between business andpleasure while keeping them distinct, reducing theneed for multiple devices. In the U.S., AT&T’s newToggle app allows users to easily switch from workmode to personal mode. In Germany, BizzTrustlets users turn their Android devices into secure“work phones” and sets up “work” and “personal”partitions for applications. BACK TO 100 100 Things to Watch in 2012 Image credit: sit.fraunhofer.de
  83. 83. 76 StationeryPaper fans, many of them Millennials, are dialingback on digital and penning notes sent throughthe mail. Etsy is packed with stationery products,and U.K. retailer John Lewis reported a 79%year-over-year increase in writing-paper sales inmid-2011. The further from email the better, withletterpress-printed cards and embossed papersespecially popular; some stationery fans writewith fountain pens. This ties into our 2012 trendObjectifying Objects, an embrace of the physicaland tactile. BACK TO 100 100 Things to Watch in 2012 Image credit: Etsy
  84. 84. 77 Stripped-Down Products/ServicesIn line with Navigating the New Normal, oneof our 10 Trends for 2012, more brands in morecategories will embrace the idea of “pay less, getless,” with “less” referring to amenities, features,conveniences, etc. For example, U.S. gym chainEquinox launched Blink Fitness in 2011—verycheap fitness centers that offer the basics andnothing more. And hotelier Ian Schrager openedthe first in a planned line of value-orientedhotels, dubbed Public, that “will only offerservices that matter, those that guests really wantand need rather than an array of superfluousservices they do not use.” BACK TO 100 100 Things to Watch in 2012 Image credit: Public
  85. 85. 78 Sundance LondonRobert Redford exports his influential indiefestival from Utah to London in April. With a goalof creating a more diverse picture of Americanculture, Sundance London will screen filmsseen at the Utah-based festival three monthsearlier and feature live music, panels and otherprogramming. BACK TO 100 100 Things to Watch in 2012 Image credit: Sundance
  86. 86. 79 Sustainable Palm OilThe production of palm oil, an ingredient ineverything from cosmetics to cookies to cleaningproducts, often results in deforestation andhabitat destruction. Awareness of the issue isbubbling up, with manufacturers slowly switchingover to sustainable palm oil or pledging to do so.Watch for brands to tout their use of GreenPalmcertificates (akin to offsets)—e.g., in 2012, boxesof Girl Scout cookies will start bearing thelogo—or conformance with various certificationstandards. BACK TO 100 100 Things to Watch in 2012 Image credit: rainforestheroes.com
  87. 87. 80 Tablets Replace PaperBusinesses and governments are trading paperfor iPads and other tablets, saving money andpromoting efficiency. In the U.S., airlines are nowallowed to rely on tablets instead of hefty onboardpaper manuals, checklists and charts; Continentaland United are among those declutteringtheir cockpits in favor of iPads. Amsterdamcity council members now get iPads, retrievingdocuments through a custom app that otherDutch government agencies are set to adopt.Some American cities and states are doing orconsidering something similar. BACK TO 100 100 Things to Watch in 2012 Image credit: Vistair
  88. 88. 81 Tap-and-Pay IncentivesTap-and-pay technology faces a chicken-and-eggproblem, with retailers reluctant to foot the costfor terminals without clear shopper demand andconsumers entrenched in their ways. Watch for thecompanies behind the technology to offer bothgroups more reasons for adoption, such as lowerretailer fees on contactless purchases and loyaltyrewards for participating consumers. BACK TO 100 100 Things to Watch in 2012 Image credit: Google
  89. 89. 82 A Titanic AnniversaryThe 100th anniversary of the Titanic’s sinking,on April 15, will be marked with titanic goings-on. The eponymous James Cameron film willbe released in 3D, and the director will host aNational Geographic TV special on the topic.Titanic Belfast will open in Ireland (“the world’slargest Titanic visitor experience”), and ahost of centennial memorabilia will vie foraficionados’ attention. BACK TO 100 100 Things to Watch in 2012 Image credit: imdb.com
  90. 90. 83 Tokyo Sky TreeAt 2,080 feet, this tower will be the world’stallest when it opens in the spring, accordingto Guinness World Records. Tokyo Sky Treestands 111 feet above the current record holder,China’s Canton Tower, and is designed towithstand an 8.0 magnitude earthquake.The building will function as a broadcast towerand tourist attraction, with two observationdecks and an enclosed walkway with a360-degree view of Tokyo. BACK TO 100 100 Things to Watch in 2012 Image credit: Tokyo Sky Tree
  91. 91. 84 Tom DaleyAt 14, the British diver was one of the youngestcompetitors at the Beijing Olympics. A worldchampion in the 10-meter platform in 2009,this teenager with a compelling backstory—he changed schools after being bullied andlost his father to cancer in 2011—will be aimingfor gold before his hometown crowd at theLondon Olympics. BACK TO 100 100 Things to Watch in 2012 Image credit: seethedifference.org
  92. 92. 85 Toys for TabletsThe next generation of kids entertainmentcombines tablets and toys to create a morephysical-and-digital interactive experience.Toys that feature embedded sensors cancommunicate with an app on the tablet, likeDisney’s new AppMATes range, which pairstoys based on characters from Cars 2 with aniPad game that turns the tablet into aroad surface. BACK TO 100 100 Things to Watch in 2012 Image credit: Disney
  93. 93. 86 TV CommerceRetailers have been experimenting with sellingproducts shown on television shows andcommercials in real time: Old Navy partneredwith Shazam, giving mobile users an easy wayto buy featured outfits, and Verizon paired withTV Wallet to sell items seen on several HistoryChannel shows. eBay, which plans a big pushinto TV commerce via partnerships with mediaentities, recently added a Watch With eBayfeature to its iPad app. In 2012, watch for agold rush as product placement deals open anew channel for retailers, media companiesand app developers. BACK TO 100 100 Things to Watch in 2012 Image credit: eBay
  94. 94. 87 “Ultra”For the past decade or so, everything from sportsto drinks to couponing has been “extreme”—andwhen it’s all extreme, how to set oneself apart?By becoming “ultra.” Intel has trademarked“Ultrabook” for some of its next-generationcomputers, and Pennzoil is pushing its “Ultra”synthetic oil. Michelob Ultra light beer will soonhave plenty of namesakes. BACK TO 100 100 Things to Watch in 2012 Image credit: Intel
  95. 95. 88 Unwrapping the ProcessWe’ll see more about the “making of ” asconsumers’ expectation of Radical Transparencyfrom brands and content creators evolves toinclude interest in the process behind theproduct. In October 2011, The Guardian beganan experiment in opening up the news desk,showing what stories its reporters are working onand asking readers to tweet relevant suggestions.Lay’s created a supermarket installationshowcasing how its chips are made. And RoughDraft is a project in which visual artists andperformers create pieces in front of audiencessans rehearsal. BACK TO 100 100 Things to Watch in 2012 Image credit: Lay’s
  96. 96. 89 VdioSkype, Kazaa and Rdio co-founder Janus Friis islaunching a TV- and movie-streaming service,currently in closed beta in the U.K. Watch for aninteresting battle in that market as Netflix andrivals like Amazon’s LoveFilm, which operates viaXbox Live, compete for home viewers. BACK TO 100 100 Things to Watch in 2012 Image credit: Vdio
  97. 97. 90 Video-gramsEverything old is new again: Just as Instagramhas transformed the way people show off theirsmartphone photos, new apps are doing thesame with smartphone video. Viddy, Vlix andSocialcam allow users to easily add cinematicfilters and music to their footage, then share itover their networks. And Instagram, which hasracked up some 15 million users, looks likelyto add its own video component in the future.Color, the much-hyped 2011 startup, is currentlytesting a Facebook app that enables mobileusers to share live 30-second broadcasts. BACK TO 100 100 Things to Watch in 2012 Image credit: Justin.tv
  98. 98. 91 Virtual Fitting RoomsVariations on this have been promised for a while;now, the technology that allows people to try onclothes without leaving home is coming to market.Using augmented reality via a webcam, startupssuch as Clothia make it easier for online shoppersto see how they look in garments they like, pairthese with clothes they already own and shareresults with their social network. BACK TO 100 100 Things to Watch in 2012 Image credit: Clothia
  99. 99. 92 Voice-Based MicrobloggingThe concept isn’t new: Bubbly—a service thatsends users texts carrying sound files frompeople they follow—was touted by some asthe new Twitter back in 2010. Singapore-basedBubble Motion has now amassed 12 millionBubbly users in several Asian countries, includingIndia, Indonesia and Japan, and is finally lookingto go global with plans for iPhone and Androidapps. Competitors in the space include Audioboo,as well as newcomers Yiip and QWiPS. BACK TO 100 100 Things to Watch in 2012 Image credit: bubblemotion.com
  100. 100. 93 Voice ControlSiri is just the beginning. Voice commands wentmainstream with Microsoft’s Kinect and then withApple’s feature for the iPhone 4S. Next, watch forspoken commands to control everything fromthermostats to televisions—Apple’s rumored TV issaid to include voice recognition, and Samsung,LG and Sharp are among those planning voice-enabled TV sets and related products, perhapsmaking remote controls obsolete. BACK TO 100 100 Things to Watch in 2012 Image credit: Apple
  101. 101. 94 Web Chat EverywhereNew tools offer opportunities for social andinformational exchanges across the Web. Withthe Web plug-in Tokkster, currently in beta,users can chat with others concurrently visitingthe same Web page; it’s billed as “a fun way tomeet new people and make new friends whilesurfing the Internet.” ChatID is a tool that allowsbrands to talk to interested shoppers on third-party sites (e.g., someone shopping for a Nikonon BestBuy.com could click a button to discussproducts with Nikon employees). BACK TO 100 100 Things to Watch in 2012 Image credit: Liis Peetermann
  102. 102. 95 Wii UNintendo’s highly anticipated Wii successor,scheduled to launch sometime in 2012, has atablet-like control system that allows seamlessgame play between TVs and the system’s touch-screen controllers. With the console marketsuffering from the rise of social games, Web-connected TVs and tablets, the industry will bewatching the Wii U to see whether the categoryhas a future in this new, hyper-connected world.And for Nintendo, which expects 2011 to markits first annual loss in three decades, 2012 couldbe a make-or-break year. BACK TO 100 100 Things to Watch in 2012 Image credit: Nintendo
  103. 103. 96 Women-Only Hotel FloorsWith more women traveling solo, manyfor business, hotels from Vancouver andCopenhagen to Singapore and London arereviving women-only floors, an old concept oncedismissed as sexist by the feminist movement.These offer more security—some hotels evenrequire a key card to access the floor—and addroom amenities like fashion magazines, hairtools (curling irons, flat irons) and additionalhangers. Some hotels also provide female roomattendants and tables for solo female diners, aswell as networking events. BACK TO 100 100 Things to Watch in 2012 Image credit: Naumi Hotel
  104. 104. 97 Your Public StoryThe social network is fun, but so far it hasn’t toldthe whole story of who you are as a person. Now,people will take more control over public profilesto tell their stories in new, unique ways. Indeed,Facebook is betting on it with its new Timeline.In 2011, Intel’s “Museum of Me” touched onthe idea of reshaping your public information,something Storyvite does for your professionalstory; about.me users create personal splashpages, and Cowbird enables users to craft publicaudiovisual diaries. BACK TO 100 100 Things to Watch in 2012 Image credit: Intel
  105. 105. 98 YouTube, the New Boob TubeWith YouTube’s new channel format making thesite look more like a TV provider and Google TVstruggling to catch on in the living room, thetwo may come together for one killer app forthe TV. Now that it’s spending millions on high-end programming, YouTube has somethingviewers are going to want to see on largerscreens; parent company Google has a way tobring it to them. BACK TO 100 100 Things to Watch in 2012 Image credits: Sony and YouTube
  106. 106. 99 ZimbabweTourists stopped coming to Zimbabwe—wherethey can see Victoria Falls and some of Africa’sbest game parks—as the country descendedinto political and economic chaos over thelast decade. The economy is stabilizing, and asmore tour operators resume Zimbabwe tours,travelers are on the uptick. “The country has thepotential to once again be among the top touristdestinations in Africa,” says Euromonitor. BACK TO 100 100 Things to Watch in 2012 Image credit: Mazzali
  107. 107. 100 ZiNKThe name means “Zero Ink,” and Zink’sproducts are exactly that: printers that use aspecial thermal paper, requiring no ink or toner.Through partnerships with Dell and Polaroid,Zink markets a device that prints photosdirectly from a camera anywhere, easily. With$35 million in venture capital funding and 180patents to its credit, Zink will be expanding.Xerox might emerge as a challenger, with arumored inkless printer of its own that useswax sticks. BACK TO 100 100 Things to Watch in 2012 Image credit: Zink
  108. 108. THANK YOU 100 THINGS to watch in 2012 Contact:466 Lexington AvenueNew York, NY 10017 Director of trendspotting Ann M. Mack Ann M. Mackwww.jwt.com | @JWT_Worldwide 212-210-7378 Editor and writer Marian Berelowitzwww.jwtintelligence.com | @JWTIntelligence ann.mack@jwt.comwww.anxietyindex.com | @AnxietyIndex Trends strategists Jessica Vaughn @annmmack William Palley Proofreader and contributor Nicholas Ayala Contributors Aaron Baar Marina Bortoluzzi Patty Orsini Todd Savage Deanna Zammit Design Peter Mullaney © 2011 J. Walter Thompson Company. All Rights Reserved.JWT: JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than200 offices in over 90 countries employing nearly 10,000 marketing professionals.JWT consistently ranks among the top agency networks in the world and continues its dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content for brands such as Smirnoff, Macy’s, Ford and HSBC.JWT’s pioneering spirit enables the agency to forge deep relationships with clients including Bayer, Bloomberg, Cadbury, Diageo, DTC, Ford, HSBC,Johnson & Johnson, Kellogg’s, Kimberly-Clark, Kraft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’sparent company is WPP (NASDAQ: WPPGY).JWTIntelligence: JWTIntelligence is a center for provocative thinking that is a part of JWT. We make sense of the chaos in a world of hyper-abundantinformation and constant innovation—finding quality amid the quantity.We focus on identifying changes in the global zeitgeist so as to convert shifts into compelling opportunities for brands. We have done this on behalfof multinational clients across several categories including pharmaceuticals, cosmetics, food, and home and personal care. 100 Things to Watch in 2012