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           TABS
{   Trends + Anthropology + Brands + Strategy
                                                {



                September 2010
Welcome                                                                                                 Thanks to:
                                                                                                                       CREDITS

                                                                                                        Chris Arnold, Joel Backaler, Barrie Barton,
                                                                                                        Marco Bevolo, Lori Bitter, Fiona Buckland,
                                                                                                        Amitava Chattopadhyay, Elizabeth Churchill,
                                                                                                        Lars Cosh-Ishii, Nic Crowe, Glynn Davis,
                                                                                                        Krystal D’Costa, Marc De’ath, Jason Della
 Welcome to Canvas8’s keeping TABS, a biannual summary of the most important trends and                 Rocca, Christy Dena, Sara Diamond, Tom
 drivers currently influencing global consumer culture written for an audience of brands and ad         Doctoroff, Kristina Dryza, Alex Gordon, Dale
 agencies.                                                                                              Herigstad, David Jennings, Toby Kay, Daniela
                                                                                                        Krautsack, Meena Kadri, Ramsey Khoury,
 We’re aware that most of you will be familiar with some of this content. The purpose of keeping        Gerd Leonhard, Trevor Lloyd-Jones, Andrew
 TABS is not to sketch out crystal ball predictions, but to put the last six months of global culture   Losowsky, Brian Merchant, Kate Mew, Monocle,
 into a usable context. Whilst we first identified some of these trends over six months ago, they       Alan Moore, Don Norman, David North, Daniel
 nevertheless continue to have a profound impact on global behaviour.                                   Nye Griffiths, Clay Parker Jones, Neil Perkin,
                                                                                                        Joseph B. Pine, Ruby Pseudo, PSFK, Mary Lou
 We’ve trawled academic journals, panned the gold from hundreds of pop culture and industry             Quinlan, John Ryan, Jean-Robert Saintil, Marian
 blogs, and probed the minds of globally recognised Thought Leaders before stepping back and            Salzman, Mandy Saven, Baba Shiv, Arvind
 piecing it all together. The map on the following page is the result of this analysis.                 Singhal, Michael Solomon, Ysanne Spevack,
                                                                                                        Springwise, Luciana Stein, Ed Stocker, Danny
 Each of the TABS is supported by case studies, statistics and the consumer groups most                 Taewoo Kim, TED, Ana Terzi, Trendwatching,
 affected; we’ve described mindsets where possible, but good old-fashioned demographics are             Fabrizio Valente, Mark Vanderbeeken, Ilya
 often used for clarity’s sake. All external sources along with some excellent further reading can      Vedrashko, Sheila Wan, Richard Watson,
 be found at the back. And finally, the Scrapbook: for all the other interesting bits which aren’t      WGSN, WIRED, Faris Yakob, Mio Yamada.
 quite TABS yet.
                                                                                                        DESIGN
 I hope you draw as much inspiration from reading this document as we have in putting it                by Margherita Gaffarelli
 together. Prod it, pass it around and scribble on it – and please do let us know what you think:       www.apricot-juice.com/meg
 keepingtabs@canvas8.com

 Warmest wishes,




                         Debbi Evans,
                         Canvas8 Editor




                                                                                                                                                          2
Contents
           2    Welcome
           4    TABS Map
           5    Mass Customisation
           7    Simple Interfaces
           9    Brand Me
           11   Codes of Conduct
           13   Informed Consumerism
           15   Natural Mindset
           17   Sustainable Capitalism
           19   Hyperawareness of Health
           21   Social Participation
           23   Attention Economy
           25   Rising Social Conscience
           27   Mobile Living
           29   Hyperlocalisation
           31   True Stories
           33   Privacy and Control
           35   Neo-tribalism
           37   Collaborative Living and Working
           39   Slow
           41   East/West
           43   Blended Reality
           45   Scrapbook
           46   Explore
           51   About Canvas8
TABS Map
                      TABS

      Mass                          Rising Social
      Customisation                 Conscience

      Simple                        Mobile
      Interfaces                    Living

      Brand Me                      Hyperlocalisation


      Codes                         True Stories
      of Conduct

      Informed                      Privacy and
      Consumerism                   Control

      Natural
                                    Neo-tribalism
      Mindset

      Sustainable                   Collaborative
      Capitalism                    Living and Working

      Hyperawareness                Slow
      of Health

      Social                        East/West
      Participation

      Attention                     Blended
      Economy                       Reality



                       Related to




CONTENTS                                                 4
Mass Customisation                                                                                                                                   WHAT ARE THE SIGNS?

                                                                                                                                                       CHOCOMIZE                   ADIDAS SYO
                                                                                                                                                       TESCO MOBILE SHOPPING APP
                                                                                                                                                   ME & GOJI          NETFLIX               BUILD-A-BEAR
                                                                                                                                                   RED MOON PET FOOD                       SHOEDAZZLE
                              WHAT IS IT?                                                                                                             BUILDABRAND                   DESIGN A TEA
                        The mass market approach of considering                             If you travel on business, you want one                  PANDORA.COM                    GRANNIES INC.
                        consumers as a homogenous group is truly                            thing from the airline, the hotel, the            BENE FURNITURE                   GHOSTLY DISCOVERY
                        over. People approach brands differently each                       rental car company, the restaurants you           NIKE iD       JIBBITZ            ‘MY DENIM, MY MUSIC’
                        time they interact with them – their personal                            frequent, and so forth. Bring your                             MSI FX600 LAPTOP
                        moods, mindsets, experiences are constantly                                  spouse with you, and suddenly
                        in a state of flux, as are their needs and                                    all of those requirements
                        expectations.                                                                  change. Bring the kids along,
                                                                                                       and they change again.

                           WHO IS IT IMPACTING?
                                                                                                                                                      WHERE IS THE TREND
                           Technologically advanced and                                        Joseph B. Pine,                                         IN ITS LIFECYCLE?
                            interested Gen X and Gen Y                                         Author of Mass Customization:
                                                                                               the new frontier in business competition
                                                                                                                                                                              PEAK




                                                                                                                                           Phase
 HOW HAS IT BEEN DEVELOPING?
        Brands are finally moving away from demographics; consumers are being targeted in their transient, flighty need states (but
        importantly, are not being defined by them) with intuitive and exciting ways to customise products, services and experiences.
 Brands are honing in on what consumers really want with a subtler understanding of their preferences – or allowing individuals to shape
 each product for themselves. Blank canvases can be intimidating: giving people accessible tools to personalise their products has                                                                     Time
 tipped this growing trend into the mainstream.
                                                                                                                                                     not a new concept but in revival with mobile



                                                                                                                                                           RELATED TRENDS
                                         Consumers would pay                               The value of
                                                                                              Moonpig*
                                                                                                              67%
           WHERE IS IT                          up to
           HAPPENING?
           Globally                            100%            MORE
                                                                                                                                                               Privacy and Control Simple Interfaces



                                                        for a customised product                      2009            2010

                                                                                                             *the online personalised
                                                                                                             greetings card service                                Brand Me              Slow




CONTENTS                                                                                                                                                                                                   5
On Canvas8
 Mass Customisation




 REPORT 17/07/2009                                                                                 FOCUS 01/03/2010


 Variable service makes constant customers                                                         Ponoko
 Universal, fixed design and prescribed service models may appear to reinforce brand identity -    By enabling creators to connect directly with the closest local fabricators, Ponoko promotes the
 but such predictability can be uninspiring. The key to an exceptional customer experience, says   localisation and democratisation of the manufacturing process and taps into a revived interest
 Kristina Dryza, lies in variability.                                                              for DIY design.



 LEADERS 20/10/2009                                                                                FOCUS 12/02/2010

 Mass customisation: you never step into the same river twice                                      [me] & goji
 With choice fatigue, an expectation of personalised service and the changing needs of every       [me] & goji are a small artisan company creating custom blends of breakfast cereal. The broad
 individual from moment to moment, how can brands cater to consumers, stand apart in a             appeal of this seemingly niche product is testament to the consumer desire for personalised
 crowded market and watch their costs? Thought Leader Joe Pine has the answer.                     goods with expert personality.



 FOCUS 07/09/2009                                                                                  FOCUS 14/09/2010


 Customised retail                                                                                 4Food
 What can retailers do to attract their target demographic? Glynn Davis explores how brands are    4Food is a chain of healthy, natural and customisable fast-food restaurants. New Yorkers can
 adapting stores in Germany and the UK, but cautions against alienating potential customers with   fully customise their (locally-sourced) burger online, or using the iPad menus, and promote it via
 too niche an offering.                                                                            social networks in exchange for discounts.




                                                                                                                                                                      READ MORE


CONTENTS                                                                                                                                                                                           6
Simple Interfaces                                                                                                                   WHAT ARE THE SIGNS?

                                                                                                                                       ING DIRECT                 RED MARKET

                                                                                                                                    GOOGLE DASHBOARD                           VAGE
                                                                                                                                    KINDLE            PEEK            TWIFFICIENCY

                              WHAT IS IT?                                                                                               FONYOU               BANK SIMPLE

                        Presented with a myriad of options,                                                                               APPLE iPHONE AND iPAD
                        consumers are suffering from choice fatigue.                                                                                                  TEXT 2.0
                                                                                                                                         SIXTH SENSE
                        People are making decisions to help them         People do not want simplicity – what they really
                        simplify and streamline their lives, spurred                                                                THE EYE BY DoCoMo                    BMW iDRIVE
                                                                         want is understanding. People don’t want to give
                        on by economic austerity. The Simple trend               up the power. What they are against is
                        is about intuitive interfaces and complex                   being confused.
                        filters. It is not about ‘basic’.



                           WHO IS IT IMPACTING?                                      Don Norman,
                                                                                     Co-founder of Nielsen Norman Group              WHERE IS THE TREND
                             Everyone in developed nations                           and former VP, Apple                             IN ITS LIFECYCLE?
                          where pressure to ‘know more’ is high
                                     (Gen X, GenY)




                                                                                                                            Phase
                                                                                                                                                                       PLATEAU
 HOW HAS IT BEEN DEVELOPING?
        Simple means giving people the tools to help them reassess
        their priorities and understanding that these priorities will
 differ between customers. The Simple trend is most evident in
 the development of technology products, but can also be used           SIX EIGHT-STUD
                                                                        SIX EIGHT-STUD                                                                                                      Time

 to shape creative thinking. Brands (particularly in the technology                           LEGO BRICKS
                                                                                              LEGO BRICKS
 sector) are starting to provide clearly presented, easily digestible
 information to help consumers make informed decisions. Simple is          can be rearranged into
                                                                           can be rearranged into
 about manageability, limited options, streamlining and ease of use:                                                                       RELATED TRENDS
 making form and function work together.


            WHERE IS IT
            HAPPENING?                                                                                                                   Slow         Privacy and Control Blended Reality


            The developed world, where choice is
            abundant and consumers are overloaded                                         different combinations
            with complex information
                                                                                                                                          Mass            Informed         Mobile Living
                                                                                                                                      Customisation     Consumerism




CONTENTS                                                                                                                                                                                       7
On Canvas8
 Simple Interfaces




 REPORT 05/03/2010                                                                               FOCUS 04/08/2010


 Is that a tastemaker in your pocket? Mobile and filtering                                       fonYou
 As the gatekeeper to the mass of data and applications, smartphones are the multitasking,       fonYou is an award-winning Spanish mobile telephony brand which offers users a useful and
 multipurpose widget of the present and the future. Ilya Vedrashko explores the ways mobile      innovative way of managing all their mobile phone activity, rather than just bills, from one place
 technology can manage and filter the vast amounts of content available.                         on the web.



 REPORT 08/09/2010                                                                               FOCUS 29/07/2010

 Don Norman: Living with Complexity                                                              PILO: location, filters and relevance
 Don Norman, one of Business Week’s ‘27 Most Influential Designers’, talks about the role of     PILO is a Swedish prototype location service with more relevant filtering than its predecessors,
 design in communicating complexity, not complication, and the importance of playfulness.        tracking mobile user movements over time to build up patterns. However, early tests raise some
                                                                                                 issues around commercial opportunity.



 REPORT 28/09/2009                                                                               FOCUS 26/08/2010


 The rise of simple tech                                                                         A Bit More
 While companies such as Apple and Microsoft are vying to create the ultimate one-stop device,   Breville’s toasters have a unique feature that is becoming a usability design classic. The ‘A Bit
 Canvas8 tracks the rise of simple tech at the other end of the market; a curiously thriving     More’ button solves a problem so simple and obvious it needs no explanation. In fact, many cite
 segment where excess features are not an option.                                                it as the primary reason for purchase.




                                                                                                                                                                     READ MORE


CONTENTS                                                                                                                                                                                              8
Brand Me                                                                                                                                                    WHAT ARE THE SIGNS?

                                                                                                                                                                 FLATTR             WHUFFIE BANK
                                                                                                                                                                 FARMVILLE TRACTOR SALES
                                                                                                                                                       MYSPACE LAYOUTS                     FACEBOOK ‘LIKE’
                                                                                                                                                            HANGING OUT AT THE MAC STORE
                                 WHAT IS IT?
                                                                                           The relationship one has with friends is                        BRAND TATTOOS                   MYBRANDZ.COM
                         Individuals are more aware of their image                         about history and personal heritage, and                        CLAUDIA ROGGE’S ‘HUMAN PATTERNS’
                         and social media has put control firmly in                        about experiences, and in this online space
                         their hands. Whether for commercial or                                                                                                        COLLEGE STUDENTS
                                                                                            ‘brand me’ or ‘brand us’ will become a                                     ‘ICING’ EACH OTHER
                         social purposes they carefully curate and                              relationship of friendship as well as
                         optimise their personal image across a                                   commercial transaction.
                                                                                                                                                                              BUILDABRAND
                          multitude of channels. In an increasingly
 participatory society, social currency plays a key role – it’s not just
 about peer reviews of products, it’s about peer reviews of peers.
 People ‘like’ brands – but they are no longer ‘fans’. Brand Me links
                                                                                                   Dr. Alex Gordon,
 closely to We Are All Media (see Scrapbook).
                                                                                                   Semiotician, Founder of Sign Salad and
                                                                                                   Canvas8 Thought Leader                                    WHERE IS THE TREND
                                WHO IS IT IMPACTING?                                                                                                          IN ITS LIFECYCLE?
                                                                                                      WHERE IS IT
                       Tweens        Teens        Twentysomethings
                                                                                                      HAPPENING?                                                                     PEAK




                                                                                                                                                   Phase
                                                                                                      Asia, Europe, South America,
                                                                                                      USA
 HOW HAS IT BEEN DEVELOPING?
        Always-on connectivity and instant status updates via handsets make the management of Brand Me a full time consideration. The
                                                                                                                                                                                                                    Time
        introduction of geolocation services for smartphones has added another layer to this macrotrend, as people continue to define
 themselves with where, not just who, they are - posting visual updates of nights out, or tagging locations is a way of demonstrating
 expertise or cool. Brands who enable this communication, or share the values people seek to project, will be chosen to represent them.




    d
                                                                                                                                                                     RELATED TRENDS
                                                                                                                       The average facebook user
   The Chinese                                                             2 billion
                                                                                                since 2008
                                                                                                                             is connected to
            spent                                                            tweets
                                                                                             More than




                                  a
                                The UK spent
        $5bn                          over               1billion                      320,000                                   80
                                                                                            .me names
                                                           tweets
                                    $800                                                                                                                         Social
                                                                                                                                                              Participation
                                                                                                                                                                               Codes of Conduct   Privacy and Control

     on virtual goods in 2009
                                   million
                                                                                         have been registered,
                                                                                       making it the fastest selling       community pages,
                                                      December 2009 May 2010             top level domain ever             groups and events                  Neo-tribalism         Mass
                                                                                                                                                                                Customisation
                                                                                                                                                                                                     True Stories




CONTENTS                                                                                                                                                                                                                9
On Canvas8
 Brand Me




 REPORT 20/09/2010                                                                                   FOCUS 26/01/2010


 Moderating Brand Me: why Facebook fails us                                                          The Whuffie Bank
 New social networks Diaspora and Hibe counteract the blanket approach to Brand Me found on          The Whuffie Bank has launched a new currency based on reputation with the aim of rewarding
 Facebook. Jenny Winfield dissects the components of online identity and explains why a faceted      creative and favourable online behaviour. The non-profit company was recognized as one of the
 approach to social networks is long overdue.                                                        50 most innovative startups in 2009 by TechCrunch.



 REPORT 22/03/2010                                                                                   FOCUS 15/07/2010

 Beyond Facebook: social networking trends in Brazil, India and China                                Flattr
 A recent map of social networks reveals the spread of the US giant. But in some territories,        ‘You have to give to get’. So preaches Flattr, the Swedish peer micropayment system from
 other networks cling resolutely to their user stronghold. Is this mere chance, or does it tell us   former Pirate Bay chief Peter Sunde. It’s still in beta, but gaining traction - most recently with two
 something about cultural preferences?                                                               major German newspapers.



 LEADERS 20/01/2010                                                                                  FOCUS 02/09/2010


 Digital identity management – what is reality and why should we care?                               Buildabrand
 Image matters. And as the once-exclusive tools of impression management filter out to the digital   Buildabrand is a service offering businesses of all sizes, and individuals, the ability to create
 masses, Michael Solomon documents some emerging behavioural strands and their potential             a brand from scratch. It taps into mainstream awareness of personal branding as a result of
 impact on brand messaging, both on and offline.                                                     exposure to marketing messages.




                                                                                                                                                                          READ MORE


CONTENTS                                                                                                                                                                                                 10
Codes of Conduct                                                                                                                                           WHAT ARE THE SIGNS?

                                                                                                                                                         TROLLING     SEXTING   POST SECRET
                                                                                                                                                             TOKYO METRO ‘DO IT AT HOME’
                                                                                                                                                                SURGING POPULARITY
                                                                                                                                                                 OF HERITAGE BRANDS
                                                                                                                                                          GERTRUDE AND ALICE’S HOMELY
                                 WHAT IS IT?                                                                                                                     SYDNEY BOOKSHOP
                          Physical codes of conduct, initially mimicked                      There’s no doubt in my mind that kindness                         PENGUIN CLASSICS SALES
                          online, are being modified in the digital space                    is the new currency. As life becomes                            DDB’S GROWN-UP PLAYLAND
                                                                                             tougher, which I’m afraid it’s going to do,                           FOR McDONALD’S
                          and impacting real-world behaviour, which
                                                                                                 being generous to your fellow man will                  PRINGLES TMI OVERSHARERS CAMPAIGN
                          has become noticeably more playful and open.
                                                                                                      keep the world afloat.                              CHAT ROULETTE      MEIN MAGAZINE
                          As online activity is increasingly recognised as
                                                                                                                                                              VIRGIN’S PHONE ETIQUETTE
                          part of Brand Me, people are improving their
                                                                                                                                                                  DR. PEPPER STATUS
                          digital etiquette.                                                                                                                           TAKEOVER

                                                                                                   Eugenie Harvey,
                              WHO IS IT IMPACTING?                                                 Founder of WeAreWhatWeDo and 10:10

                                                      particularly                                                                                          WHERE IS THE TREND
                           All internet                                                     WHERE IS IT
                              users               Gen Y and Boomers                                                                                          IN ITS LIFECYCLE?
                                                                                            HAPPENING?
                                                                                            Globally, particularly in more Westernised
                                                                                            societies where social sharing is rife
 HOW HAS IT BEEN DEVELOPING?




                                                                                                                                                 Phase
       Gen Y are comfortable revealing personal thoughts, feelings and opinions online, but are increasingly judicious in how they are                    STRONG
       accessed - particularly now that so many parents are online. People post visual proof of activity rather than statements of intent,                GROWTH
 negating the need for ‘shouty’ updates. Brand spaces are increasingly soft and familial and there’s a renewed respect for ‘proper’
 manners. Being outspoken and opinionated is the new norm, but there’s a palpable awareness that rudeness can leave indelible traces
                                                                                                                                                                                                                    Time
 on reputation.



                                                                            in 2009                              32%                                            RELATED TRENDS

                                           75%
                                                                                                                    of people regret something
                                                                                                                    they’ve posted online.

                 23%                       of American                                Sales of                          This rises to
                       of people                         adults             Penguin classics
                                                                                                                   59%            54%                             Privacy and Control      Social
                                                                                                                                                                                        Participation


   have used the anonymity of the web to
     lash out at companies or brands            think the population
                                             is getting less civilised   experienced DOUBLE DIGIT GROWTH
                                                                                                                                                              Brand Me        Rising Social       Blended Reality
                                                                                                                 iPhone users   under 25s                                     Conscience




CONTENTS                                                                                                                                                                                                              11
On Canvas8
 Codes of Conduct




 REPORT 16/04/2010                                                                                     FOCUS 31/03/2010


 Manners maketh a market                                                                               The Apology Line
 Last year, in the midst of a global recession which brought unemployment and foreclosure in its       The Apology Line is an experimental art project: a freephone number that people can call to
 wake, Penguin Classics’ sales were their best ever in every territory. Fiona Buckland wonders         leave an anonymous confession. After massive interest from the UK public, the artists now want
 why.                                                                                                  to expand the concept to the US.



 REPORT 08/02/2010                                                                                     FOCUS 17/02/2010

 Public by default                                                                                     ChatRoulette
 Attitudes to privacy have evolved along with the explosion in social media, and the resulting         The website ChatRoulette, which connects strangers randomly across the globe, has become a
 interplay reflects the maturation of a new, informed kind of trust that rests on mutual exchange of   sensation. Its lack of regulation exposes online social behaviour in its rawest form.
 information between consumers and brands.



 REPORT 19/04/2010                                                                                     FOCUS 20/09/2010


 The ignorance industry: hysterical or horrifying?                                                     Center of Phone Etiquette
 In an era of information overload, ‘outrageous and provocative’ virals can help brands cut            Please Shut Up is a website on a mission to save us from the horrors of bad mobile phone
 through the clutter. At the same time audiences may find these high-risk, high reward brand           etiquette, offering people a place to vent anger, name and shame offenders and establish a
 strategies either ‘hysterical or horrifying.’                                                         recognised code of conduct.




                                                                                                                                                                       READ MORE


CONTENTS                                                                                                                                                                                            12
Informed Consumerism                                                                                                                                                 WHAT ARE THE SIGNS?

                                                                                                                                                                              SMART ENERGY METERS
                                                                                                                                                                   PEER-TO-PEER INFORMATION SHARING
                                                                                                                                                                    DAYTUM                 WHEREISMYMILKFROM
                                                                                                                                                                                  SAFEWAY FOOD FLEX
                              WHAT IS IT?                                                                                                                     GOOGLE GOGGLES                 SHOPSAVVY
                         People are looking to make increasingly                             There will be more ‘e-breed’ customers,                                 YELP            STICKYBITS                ECO INDEX
                         informed (but crucially, not always rational)                       which means that the same customer might
                                                                                                                                                                                  TOKYO’S N BUILDING
                                                                                              do very deep informed research for some
                         decisions both prior to and at point of sale.                                                                                             TESCO FINDER APP                       TALES OF THINGS
                                                                                                 products, but make very impulsive
                         For brands, providing comparative analysis                                                                                                               NUTRICATE RECEIPTS
                                                                                                  decisions for others according to their
                         and transparent information creates trust and
                                                                                                   personal preferences and situation.                                       FRITO LAY CHIP TRACKER
                         generates goodwill.


                                                                                                  Fabrizio Valente,
                           WHO IS IT IMPACTING?                                                   Retail consultant and CEO, KikiLab
                         Those who                  Those who                                                                                                         WHERE IS THE TREND
                        believe in an             participate in it
                      open information                                                   WHERE IS IT                                                                   IN ITS LIFECYCLE?
                                               despite reservations
                          economy               (Gen X and Gen Y)                        HAPPENING?
                                                                                         Globally – more economically and
                                                                                         technologically developed nations                                                                            PEAK
 HOW HAS IT BEEN DEVELOPING?




                                                                                                                                                           Phase
         What began as a way for businesses to boast of eco credentials has set a global retail agenda, and consumers want to know
          more both about the products they’re buying and the brands they’re buying from. Smartphones are playing a key role in the
 shift, allowing shoppers to check packaging, product and pricing information simultaneously in-store and online. Geolocation software                                                                                         Time
 enables smarter filtering for relevance and proximity. People rely on peer product reviews – and trust in non-branded aggregators of
 information is building.                                                                                                                                                         spreading with smartphones



                                                                                                                    Approximately                                                 RELATED TRENDS
                                                                            up from
       92% of consumers                             During Xmas 2009
                                                                                 20%
                                                                                                           45%                               43%
                                                        40%rs
          value their
          own research   over                             pe
                                                       of shop
                                                    abandoned
                                                                                                                        of smartphone
                                                                                                                            owners                            Hyperlocalisation   Simple Interfaces       Slow         Natural Mindset
          a sales person’s advice
                                                      purchases when
                                                                     unts
                                                   coupons or disco                                     look at third-party or consumer reviews
                                                      couldn’t be easily                                         of a product while in store
                                                          obtained.
                                                                                                                                       look for retailer
                                                                                                                                                               Hyperawareness       Rising Social      Mobile Living     True Stories
                                                                                      2008                                          or product coupons            of Health         Conscience




CONTENTS                                                                                                                                                                                                                                13
On Canvas8
 Informed Consumerism




 LEADERS 14/07/2010                                                                              FOCUS 30/07/2010


 Bricks and Clicks: delving into inline retail strategy                                          The Eco Index
 There’s a false dichotomy between e-tail and retail. Building on Mandy Saven’s recent report,   A major consortium of brands and retailers are getting together to agree a universal eco labelling
 Michael Solomon takes a closer look at the mechanics of shopper interaction and technology’s    standard for apparel, which takes the entire product lifecycle – including marketing – into
 potential in the purchase process.                                                              consideration. Why have no luxury labels signed up?



 LEADERS 19/05/2010                                                                              FOCUS 09/06/2010

 Get inline: new retail technology and geolocation                                               Interactive W Magazine
 In part two of her report, Mandy Saven unearths the most inspiring and innovative stores        Luxury magazine W’s first Shopping Issue in April 2010 had fully interactive mobile ads running
 incorporating new technologies into their brand experience. Be wary, she concludes, that        throughout, supported by an extensive outdoor campaign in affluent New York City.
 strategies provide depth and utility as well as wow factor.



 FOCUS 18/12/2009                                                                                FOCUS 03/09/2010


 N Building                                                                                      Frito-Lay Chip Tracker
 In a new project, the facade of the commercial N Building in Tokyo has been covered in QR       In the US, Lay’s crisps are grown and produced locally. To highlight this, PepsiCo created the
 codes, which can be unlocked with a simple iPhone app to receive up-to-date information on      ‘Frito-Lay Chip Tracker’, which allows customers to trace the origins of their beloved snack.
 stores inside.




                                                                                                                                                                   READ MORE


CONTENTS                                                                                                                                                                                      14
Natural Mindset                                                                                                                                     WHAT ARE THE SIGNS?

                                                                                                                                                     BIOMIMICRY IN PRODUCT DESIGN
                                                                                                                                                        GEOX ‘BREATHING’ BUILDING
                                                                                                                                                                  R&SIE ARCHITECTS
                                                                                                                                                                  TERRARIUM TREND
                                WHAT IS IT?                                                                                                                   SNOG, MARRY, AVOID?
                                                                                          Natural and additive-free have become                            ‘STRAIGHT EDGE’ YOUTH
                         A stringent avoidance of the artificial in all
                                                                                           part of the consumer’s health and                                    NATURAL & HOLISTIC
                         walks of life, seeking out experiences and
                                                                                               wellness vocabulary, and we’re                                    HEALTH REMEDIES
                         products with a definitive, plausible origin
                                                                                                 seeing growth in every category.                                        GLAMPING
                         (rooted in nature or science), being engaged
                                                                                                 The natural trend is here to stay.                   RFID AUTHENTICATION OF WINE
                         at a higher level and compelled to act within
                         the boundaries of truthfulness and honesty.                                                                                            NATURAL PET FOOD
                                                                                                                                                                   KAREN MAGAZINE
                                                                                               David Jago,
                                                                                               Director of Innovation and Insight, Mintel
                            WHO IS IT IMPACTING?
                           Everyone who is frustrated by transient,                                                                                   WHERE IS THE TREND
                             fake interactions and experiences                          WHERE IS IT                                                    IN ITS LIFECYCLE?
                                                                                        HAPPENING?
                                                                                        Asia, North America, UK as a backlash
                                                                                        against ‘plastic’ culture




                                                                                                                                             Phase
 HOW HAS IT BEEN DEVELOPING?                                                                                                                         STRONG
                                                                                                                                                     GROWTH
        Consumer choice and spend is being reassessed. Social kudos can be gained by living less consumptively and developing an
        interest in cradle-to-cradle design concepts. People are reconsidering their environment in terms of substance and sustainability,
 from food and holidays to healthcare and the urban landscape. Architecture and product design draw increasing inspiration from the                                                                        Time
 natural world in terms of functionality and aesthetics.




                                                                                        1
      Use of the words                                                         The total number of
                                                                                                                                                              RELATED TRENDS
                                                             to                        cosmetic surgery
                                               grew from          5,705
       pure                   purely                                                   procedures
                                                  3,013                                     decreased by          9%
                   purity
                                                                                                                                                        Rising Social     Hyperawareness     Informed
                                                                                                                       Year-on-Year                     Conscience           of Health     Consumerism

                                                                                                                  in 2009

                          on consumer food         2008      2009
                          produts in the USA                                                                             in the USA                  Hyperlocalisation     Sustainable      True Stories
                                                                                                                                                                           Capitalism




CONTENTS                                                                                                                                                                                                     15
On Canvas8
 Natural Mindset




 REPORT 11/11/2009                                                                                     FOCUS 03/07/2009


 Consuming beauty: the nutricosmetics market                                                           Growing local, foraging and the rise of the co-op
 The burgeoning field of nutricosmetics looks set to gain considerable traction in Western and         Consumers of organic food are loathe to give it up, regardless of cost. What this means, says
 emerging markets. Two industry experts identify the consumer drive behind the trend and outline       Ysanne Spevack, is the rebirth of resourcefulness in the US and UK: growing your own, foraging,
 the opportunities for brands.                                                                         and co-op schemes with friends and neighbours.



 LEADERS 12/05/2010                                                                                    BLOGHUNTER 22/10/2009

 Brazilian luxury goes back to nature                                                                  Pepsi Raw
 From architecture to art and travel to food; some of the Brazilian upper classes are now looking      Pepsi UK has stepped up in the soda wars with its new drink – Pepsi Raw. According to the
 for a less polished type of sophistication. Trend expert Luciana Stein investigates the behavioural   company, it has dropped artificial preservatives and sweeteners and is made from natural
 and economic drivers behind this shift.                                                               sources such as apple extract, plain caramel coloring and tartaric acid from grapes.



 FOCUS 18/12/2009                                                                                      FOCUS 15/06/2010


 The anti-label label                                                                                  Twig Terrariums, and other small worlds
 First Starbucks went local and now clothing is turning away from brand-heavy slogans and              New York’s Twig Terrariums make tiny worlds full of whimsy and humour. Beyond their role as
 towards a discreet and logo-less aesthetic. What consequences could this pattern have for the         a memoir of nature, however, these miniatures also touch upon underlying trends in both the
 brands and the brand name cachet?                                                                     consumer and business psyche.




                                                                                                                                                                       READ MORE


CONTENTS                                                                                                                                                                                           16
Sustainable Capitalism                                                                                                                                    WHAT ARE THE SIGNS?


                                                                                                                                                           PUMA’S CLEVER LITTLE BAG
                                                                                                                                                          UPS’S GPS REPROGRAMMING
                                                                                                                                                           SLIM CHAMPAGNE BOTTLES
                                                                                                                                                       STELLA ARTOIS’ BOTTLE REDESIGN
                                  WHAT IS IT?                                                                                                           MARKS & SPENCER EGG TRACKER
                                                                                                                                                            FRITO-LAY CHIP TRACKER
                       The creation of a business model that                                                                                               SUN CHIPS ECO PACKAGING
                        understands and respects the triple bottom                              Doing good is good business. This
                                                                                                                                                      THE WALMART SUSTAINABILITY INDEX
                       line of people, planet and profit. It is about                           is not about charity or altruism. This
                                                                                                                                                            CONSPIRACY FOR GOOD
                       responsibility and longevity. Sustainable                                    is about doing something that is
                                                                                                                                                   CHINA’S SUSTAINABLE ENERGY PROGRAMME
                       Capitalism’s watershed moment came in                                           effective and efficient.
                                                                                                                                                          SAINSBURY’S KEEPING BEES
                       2006 with Al Gore’s Oscar-winning An                                                                                               CHINA’S DONGTAN ECO-CITY
 Inconvenient Truth and has accelerated through the recent economic                                                                                 COLALIFE    KARMA CUP    COOP WINE
 recession and people’s increasing desire to do something inherently                                   Sir Martin Sorrell,
 good and ‘right’.                                                                                     Chief Executive Officer of WPP Group


                              WHO IS IT IMPACTING?
                                                                                                                                                           WHERE IS THE TREND
                                  Everyone - developed and                                  WHERE IS IT                                                     IN ITS LIFECYCLE?
                                  developing nations alike                                  HAPPENING?
                                                                                            Globally




                                                                                                                                                  Phase
 HOW HAS IT BEEN DEVELOPING?
                                                                                                                                                          STRONG
       The economic downturn has meant people now expect major multinationals to do what they, as individuals, can’t afford to make
                                                                                                                                                          GROWTH
        happen, and on a scale that they can’t achieve. Brands who eschew this responsibility are vilified. Businesses no longer have full
 control over their brand and, thanks to the internet, both their good and bad behaviour is made public. People are looking for businesses
 to demonstrate values, not just claim their alliances.                                                                                                                                                             Time




          d                                                                                             2
                                                                                                                                                                   RELATED TRENDS
         The Chinese government                                     There are                                35% of consumers
                have laid out a
                                                       6,172,8220                                                           say they will spend
                                                                                                                            more on ‘green’
                                                                                                                            in the coming year
              US$585bn                              citizens of Hopenhagen
                                                    def.                                                                                                              Hyperlocalisation   Natural Mindset

                                                           a movement set up around the 2009
                                                           COP 15 conference to unite nations
                plan to invest in                          with hope for policy change
           low carbon technologies
                                                                                                                                                               Social            Rising Social       True Stories
                                                                                                                                                            Participation        Conscience




CONTENTS                                                                                                                                                                                                              17
On Canvas8
 Sustainable Capitalism




 LEADERS 24/03/2010                                                                                    FOCUS 08/07/2010


 CSR from an Indian perspective                                                                        Panera Cares Café
 The Indian economy is poised to grow on a strong, sustained basis for years to come: it is time       Panera is a bakery and café with 1400 outlets across America. In May they made the decision to
 for a new look at corporate social responsibility. In the context of current and future challenges,   trial a not-for-profit model within one branch. The Panera Cares Café is so successful that they
 how do young Indian consumers see CSR?                                                                are now extending the strategy to two new locations.



 REPORT 19/03/2010                                                                                     FOCUS 10/06/2010


 Embracing the new philanthropy                                                                        SunChips eco packaging
 In spite of good intentions, consumers value cost savings over planet saving, and they expect         PepsiCo have replaced their SunChips packaging with 100% compostable material. While
 major multinational companies to do what they can’t.                                                  customers have criticised the new packaging for being ‘less tactile’ and ‘too noisy’, others have
                                                                                                       lauded PepsiCo as pioneers.



 FOCUS 01/07/2010                                                                                      FOCUS 22/03/2010


 Karma Cup                                                                                             ColaLife
 The annual BetaCup Challenge seeks to uncover creative ways of reducing paper cup                     ColaLife is an initiative which aims to use Coca Cola’s far-reaching global distribution to carry
 consumption. This year’s winner, Karma Cup, not only eliminates the cup entirely, but gives you       ‘social products’ such as oral rehydration salts and medicines to developing countries.
 an incentive to do so: the possibility of free coffee.




                                                                                                                                                                           READ MORE


CONTENTS                                                                                                                                                                                              18
Hyperawareness of Health                                                                                                                              WHAT ARE THE SIGNS?

                                                                                                                                                         MEDWATCH             HEALTH APPS

                                                                                                                                                        SENIORBRIDGE SKYPE VIDEO
                                                                                                                                                         CONSULTATIONS FOR ELDERS
                                                                                                                                                       WEBMD.COM             CURETOGETHER
                              WHAT IS IT?                                                                                                            PEPSICO NUTRITION LAB                      HEALCAM
                                                                                         The ability for people to test themselves
                       The popularity of organic food, holistic living                                                                          IMPLANTABLE ANTENNA FOR MONITORING
                                                                                         effectively will change the healthcare                       IN-VIVO CHEMICAL REACTIONS
                        and attention to personal mental health has                        industry. Focus will be taken away from
                        sharpened individual focus on daily wellbeing,                                                                        HEART ATTACK GRILL              PATIENTSLIKEME.COM
                                                                                                  in-clinic testing and placed upon
                        fuelled by mobile monitoring apps and access                                                                                 LE WHIF      THISISWHYYOUREFAT.COM
                                                                                                    self-analysis.
                        to like-minded communities online. At the                                                                                       MAPPINESS            THECARROT.COM
                        most basic level, people want to know what                                                                                     23ANDME            BIOINFORMATICS.ORG
 they’re consuming and what impact it will have on their health, as an                           Piers Fawkes,                                            MICROSOFT HEALTH VAULT
 extension of Informed Consumerism and Natural Mindset.                                          President, PSFK




                           WHO IS IT IMPACTING?                                                                                                        WHERE IS THE TREND
                                                                                         WHERE IS IT                                                    IN ITS LIFECYCLE?
                        Boomers        Gen X        Smartphone users
                                                                                         HAPPENING?
                                                                                         Primarily North America, Europe (early




                                                                                                                                             Phase
                                                                                         growth), Asia
                                                                                                                                                     STRONG
 HOW HAS IT BEEN DEVELOPING?                                                                                                                         GROWTH
       The obesity epidemic and marginalisation of the elderly in society has led to a search for new diagnostic solutions integrated into
       daily life. Social fitness and wellbeing apps encourage on-the-fly management of increasingly personal bodily functions (sleep
 apnea, ovulation), as well as providing detailed nutritional and health-related product information. The beauty and food industries have                                                           Time
 adopted more ‘medical’ brand messaging. Rise in online patient communities providing support and therapy for fellow sufferers.


                                                                              by 2015
                                                                                                                                                           RELATED TRENDS

                                           21%                                                      60%
                                                                                                  of Americans

                          of Smartphone owners                                                                                                                     Slow       Natural Mindset



                        have downloaded a fitness-related app

                                                                                               will have electronic health records                               Informed       Rising Social
                                                                                                                                                               Consumerism      Conscience




CONTENTS                                                                                                                                                                                                  19
On Canvas8
 Hyperawareness of Health




 LEADERS 03/02/2010                                                                                   FOCUS 14/09/2010


 Design thinking and the healthy society                                                              4Food
 As debate rages around US healthcare reform, Sara Diamond examines the role of the design,           4Food is a chain of healthy, natural and customisable fast-food restaurants. New Yorkers can
 technology and creative industries in creating a society of user-centric healthcare and individual   fully customise their (locally-sourced) burger online, or using the iPad menus, and promote it via
 wellbeing.                                                                                           social networks in exchange for discounts.



 LEADERS 28/04/2009                                                                                   FOCUS 08/09/2010

 Data are beautiful things                                                                            CureTogether
 From social networks to art galleries, data visualisations are everywhere. Sara Diamond              CureTogether.com is a website that allows users to keep track of their health. The free service
 evaluates the importance of these intuitive, uniquely human interpretations of complexity and        matches people with similar symptoms and conditions, allowing them to interact anonymously.
 their cultural and business benefits.



 REPORT 08/06/2010                                                                                    REPORT 17/09/2010


 More than mirrors: identity, beauty and changing cosmetics retail                                    Technology, community and self-diagnosis
 Beauty regimes and perceptions of the self are more than an effect of straightforward image          Individuals are now able to monitor every aspect of their physical and mental health. Sleeping,
 consumption. We explore how retail environments have evolved to fit the consumer desire for a        eating, exercise and social activities can be analysed in real time and shared with a like-minded
 more holistic, scientific beauty experience.                                                         community. But what does this mean for brands?




                                                                                                                                                                         READ MORE


CONTENTS                                                                                                                                                                                            20
Social Participation                                                                                                                                         WHAT ARE THE SIGNS?

                                                                                                                                                                        CONSPIRACY FOR GOOD
                                                                                                                                                                        PICTURE THE IMPOSSIBLE
                                                                                                                                                            GEOCACHING.COM                          ENCOUNTER
                                                                                                                                                                         NEEDLE IN A HAYSTACK
                               WHAT IS IT?                                            As we strive to move away from cookie-cutter                                  DARPA RED BALLOON
                                                                                                                                                                 CHALLENGE    CLIMATECAMP
                         Mass social participation is embraced as the                 sameness, individuals’ opinions, points of view, or
                                                                                      unique thoughts can spark connection. We see it                      NEIGHBORGOODS                        STREETSPARK
                         antidote to information isolation and overload.
                         Directly linked to Rising Social Conscience,                         across all types of communities, whether                                         THE BIG LUNCH

                         we are seeing an important shift from a ‘me’                             grassroots or corporate-sponsored,                  SOCIAL INNOVATION CAMP                             GOOD GYM
                         to a ‘we’ culture. Technology facilitates offline                          virtual or rooted in physical space.                                  ENABLED BY DESIGN
                         personal interaction rather than creating a                                The more eclectic and interesting,                                        CTRL.ALT.SHIFT
 barrier to it. Many examples of Social Participation achieve broad                                 the more it thrives. Funny how an                                   A FEAST OF STRANGERS
 social goals as well as contributing to a sense of personal gain.                                  emphasis on ‘I’ leads to a more
                                                                                                    coherent sense of we.


                            WHO IS IT IMPACTING?                                                 Patrice Martin,
                                                                                                 Author of Ideo Patterns’ ‘The ‘I’ in community’              WHERE IS THE TREND
                                                                                                                                                               IN ITS LIFECYCLE?
                                                        Gen X
                              Gen Y                 as facilitators                            WHERE IS IT
                                                                                               HAPPENING?                                                                                PEAK




                                                                                                                                                   Phase
                                                                                               Europe, North America. Japan, China
                                                                                               and India (strong growth)
 HOW HAS IT BEEN DEVELOPING?
        Technology is being harnessed to enable relationships, both in the physical and the virtual, and used to intelligently elicit chance
        encounters. Gen Y love creating and taking part in mass participation activities and use visual diaries to build social currency.
                                                                                                                                                                                                                      Time
 Individuals from creative communities volunteering time to collate ideas and design tools for cohesive offline change.


                                                                         The physical and virtual treasure hunt
                                                                                Encounter had                                                                            RELATED TRENDS




                                 4
                                                                                                                             People who finished
                                                                                                                          the New York marathon
                                  There are
                                                                                                165,000
         81%
                                    4-5 MILLION                          70,000
                                                                                                                      36,856 vs 43,660
                                        geocachers                                                                                                                 Rising Social    Collaborative     Codes of Conduct
   of US Gen Y                             worldwide
                                                                                                                                                                   Conscience        Living and
                                                                                                                                                                                      Working

  have volunteered
   in the past year                                                               2009        2010                        2005           2009
                                                                               players across Eastern Europe                                          Blended Reality        Brand Me        Mobile Living    Hyperlocalisation




CONTENTS                                                                                                                                                                                                                    21
On Canvas8
 Social Participation




 LEADERS 24/03/2009                                                                                  FOCUS 14/12/2009


 From Me to Wii                                                                                      The DARPA red balloon challenge
 With the media screaming tales of doom and economic woe what can your brand do to support           The recent DARPA balloon challenge was set to discover how people interact with social media
 the shift from ‘me’ to ‘Wii’? Alex Gordon looks into the semiotics of recession and the consumer    for team building and collaboration on widescale, time-critical and complex tasks.
 backlash to selfish individualism.



 LEADERS 28/07/2010                                                                                  FOCUS 19/01/2010

 Activism, technology and cultural specifics                                                         Picture the Impossible
 Sara Diamond talks to Canvas8 about technology, politics and ideas of global/local. She             In the face of flailing news sales, the Rochester Democrat and Chronicle launched a hyperlocal
 discusses Canada’s ties to documentary, the importance of enabling self-representation and          game with major brand sponsorship aimed at strengthening community bonds and encouraging
 Twitter’s opinion-forming role at the recent G20 summit.                                            creativity and charity.



 REPORT 17/02/2010                                                                                   FOCUS 11/05/2010


 What are the triggers for mobilising people?                                                        LeapAnywhere
 To understand the forces at work in mobilising large groups it is important to recognise the        LeapAnywhere is a part social network, part listings site that aggregates cool volunteer
 behavioural triggers for joining them in the first place. How can brands mobilise groups to their   opportunities around London in a bid to make social participation more fun and competitive. We
 benefit and engage people with their brand?                                                         spoke to founder Malcolm Scovil.




                                                                                                                                                                     READ MORE


CONTENTS                                                                                                                                                                                       22
Attention Economy                                                                                                                                    WHAT ARE THE SIGNS?

                                                                                                                                                       TOKYO YAKULT SWALLOWS
                                                                                                                                               RED BULL BULLETIN    DREAMING IN MONO
                                                                                                                                                NIKE TRUE CITY    ING DIRECT CAFÉS
                                                                                                                                               GOOGLE ADSENSE READ IT LATER WIDGETS
                               WHAT IS IT?                                                                                                         NY-Z ABSOLUT VODKA    HERO108
                                                                                             Context + meaning = cultural value; without                 THE WONDERFACTORY
                       People are increasingly information and
                                                                                             it brands turn onto the slip road called                  ‘EUROSTAR’ SOMERS TOWN
                       stimulus rich but consequently time and
                                                                                             ‘irrelevance’ and park up against the sign                   GUARDIAN ZEITGEIST
                       attention poor. Media can be accessed
                                                                                                      marked ‘obsolescence’ without a                  NEXT MEDIA’S NEWS CLIPS
                       anywhere, in a multitude of formats. Irrelevant
                                                                                                        petrol station in sight.                          ‘MINIMALISH’ SHORT
                       interruptions are unwelcome. Context is
                                                                                                                                                       ATTENTION SPAN PAINTINGS
                       everything and time is people’s most precious
                                                                                                                                                          UNBEATABLE (CHINA)
 commodity, evidenced by the rise in simultaneous media use and
 savouring of down-time.                                                                              Alan Moore,
                                                                                                      Co-founder of SMLXL
                                                                                                      and Canvas8 Thought Leader
                           WHO IS IT IMPACTING?
                                                                                                                                                      WHERE IS THE TREND
                         Anyone living in a connected society
                                                                                             WHERE IS IT                                               IN ITS LIFECYCLE?
                                                                                             HAPPENING?
                                                                                             Always-on societies, both
                                                                                             East and West                                                PEAK




                                                                                                                                              Phase
 HOW HAS IT BEEN DEVELOPING?
        Media requiring deep concentration are no longer valued as highly as people learn the benefits of selective attention. There’s an
        increasing awareness of the value of ‘my time’ and more discerning attitudes towards brands competing for this time. Transmedia
 storytelling introduces brands in a richer context with deeper levels of engagement and interaction. Relevant brands that are allowed




    k
                                                                                                                                                                                      Time
 in gain more affinity.




                                                                                                    0
                                                                                                                                                         RELATED TRENDS



                                                          e 8.5 hours
                                                           Adults are exposed to screens
               Americans                                  (TVs, cellphones, computers, GPS
                                                                  devices) for about                            of internet users

                                                              B
                          consume
                                                                                                                media multitask
                 100,000 words                                                                        57%       accessing TV and internet
                                                                                                                simultaneously at home                                True Stories
                                                                                                                                                              Slow
                         per day on average                                                                     for an average of
                                                                                                         2 hours and 39 minutes every month


                                                            on any given day                                                                               Brand Me   Mobile Living




CONTENTS                                                                                                                                                                                23
On Canvas8
 Attention Economy




 REPORT 22/10/2009                                                                                   FOCUS 05/07/2010


 Wireless society and the awareness economy                                                          Guvera
 The latest sea change in technology could be sitting in your pocket right now. Trevor Lloyd Jones   Guvera is an innovative music service which makes advertisers pay for downloads in exchange
 investigates Near Field Communication and its impact on the mobile and advertising industries.      for several minutes of fans’ attention. Following its launch in Australia, it’s now arrived Stateside.




 LEADERS 23/06/2010                                                                                  FOCUS 22/04/2010

 The brand as transmedia story                                                                       Pedro & Maria
 The system that brands operate in is still largely defined by mass media comms – a straight line    Pedro & Maria is an interactive branded entertainment telenovela which will enable fans to vote
 approach to non-linear thinking. Alan Moore makes the case for a more fractured, participatory      on plot direction through social media channels. It will be co-produced by MTV and Procter &
 approach to brand identity.                                                                         Gamble.



 REPORT 12/03/2010                                                                                   FOCUS 03/08/2010


 Addressing contemporary media use                                                                   Rider in a red coat
 People are increasingly accessing multiple types of content simultaneously. Transmedia expert       A French multimedia comic for CAP3B, a family-friendly tourist destination, uses print,
 Christy Dena evaluates the importance of advertising campaigns that recognise contemporary          smartphone technology and video content to enhance rather than detract from the locally-
 media use behaviours.                                                                               inspired story.




                                                                                                                                                                          READ MORE


CONTENTS                                                                                                                                                                                               24
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010
Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010

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Canvas8's Keeping TABS (trends + anthropology + behaviour + strategy), Sept 2010

  • 1. keeping TABS { Trends + Anthropology + Brands + Strategy { September 2010
  • 2. Welcome Thanks to: CREDITS Chris Arnold, Joel Backaler, Barrie Barton, Marco Bevolo, Lori Bitter, Fiona Buckland, Amitava Chattopadhyay, Elizabeth Churchill, Lars Cosh-Ishii, Nic Crowe, Glynn Davis, Krystal D’Costa, Marc De’ath, Jason Della Welcome to Canvas8’s keeping TABS, a biannual summary of the most important trends and Rocca, Christy Dena, Sara Diamond, Tom drivers currently influencing global consumer culture written for an audience of brands and ad Doctoroff, Kristina Dryza, Alex Gordon, Dale agencies. Herigstad, David Jennings, Toby Kay, Daniela Krautsack, Meena Kadri, Ramsey Khoury, We’re aware that most of you will be familiar with some of this content. The purpose of keeping Gerd Leonhard, Trevor Lloyd-Jones, Andrew TABS is not to sketch out crystal ball predictions, but to put the last six months of global culture Losowsky, Brian Merchant, Kate Mew, Monocle, into a usable context. Whilst we first identified some of these trends over six months ago, they Alan Moore, Don Norman, David North, Daniel nevertheless continue to have a profound impact on global behaviour. Nye Griffiths, Clay Parker Jones, Neil Perkin, Joseph B. Pine, Ruby Pseudo, PSFK, Mary Lou We’ve trawled academic journals, panned the gold from hundreds of pop culture and industry Quinlan, John Ryan, Jean-Robert Saintil, Marian blogs, and probed the minds of globally recognised Thought Leaders before stepping back and Salzman, Mandy Saven, Baba Shiv, Arvind piecing it all together. The map on the following page is the result of this analysis. Singhal, Michael Solomon, Ysanne Spevack, Springwise, Luciana Stein, Ed Stocker, Danny Each of the TABS is supported by case studies, statistics and the consumer groups most Taewoo Kim, TED, Ana Terzi, Trendwatching, affected; we’ve described mindsets where possible, but good old-fashioned demographics are Fabrizio Valente, Mark Vanderbeeken, Ilya often used for clarity’s sake. All external sources along with some excellent further reading can Vedrashko, Sheila Wan, Richard Watson, be found at the back. And finally, the Scrapbook: for all the other interesting bits which aren’t WGSN, WIRED, Faris Yakob, Mio Yamada. quite TABS yet. DESIGN I hope you draw as much inspiration from reading this document as we have in putting it by Margherita Gaffarelli together. Prod it, pass it around and scribble on it – and please do let us know what you think: www.apricot-juice.com/meg keepingtabs@canvas8.com Warmest wishes, Debbi Evans, Canvas8 Editor 2
  • 3. Contents 2 Welcome 4 TABS Map 5 Mass Customisation 7 Simple Interfaces 9 Brand Me 11 Codes of Conduct 13 Informed Consumerism 15 Natural Mindset 17 Sustainable Capitalism 19 Hyperawareness of Health 21 Social Participation 23 Attention Economy 25 Rising Social Conscience 27 Mobile Living 29 Hyperlocalisation 31 True Stories 33 Privacy and Control 35 Neo-tribalism 37 Collaborative Living and Working 39 Slow 41 East/West 43 Blended Reality 45 Scrapbook 46 Explore 51 About Canvas8
  • 4. TABS Map TABS Mass Rising Social Customisation Conscience Simple Mobile Interfaces Living Brand Me Hyperlocalisation Codes True Stories of Conduct Informed Privacy and Consumerism Control Natural Neo-tribalism Mindset Sustainable Collaborative Capitalism Living and Working Hyperawareness Slow of Health Social East/West Participation Attention Blended Economy Reality Related to CONTENTS 4
  • 5. Mass Customisation WHAT ARE THE SIGNS? CHOCOMIZE ADIDAS SYO TESCO MOBILE SHOPPING APP ME & GOJI NETFLIX BUILD-A-BEAR RED MOON PET FOOD SHOEDAZZLE WHAT IS IT? BUILDABRAND DESIGN A TEA The mass market approach of considering If you travel on business, you want one PANDORA.COM GRANNIES INC. consumers as a homogenous group is truly thing from the airline, the hotel, the BENE FURNITURE GHOSTLY DISCOVERY over. People approach brands differently each rental car company, the restaurants you NIKE iD JIBBITZ ‘MY DENIM, MY MUSIC’ time they interact with them – their personal frequent, and so forth. Bring your MSI FX600 LAPTOP moods, mindsets, experiences are constantly spouse with you, and suddenly in a state of flux, as are their needs and all of those requirements expectations. change. Bring the kids along, and they change again. WHO IS IT IMPACTING? WHERE IS THE TREND Technologically advanced and Joseph B. Pine, IN ITS LIFECYCLE? interested Gen X and Gen Y Author of Mass Customization: the new frontier in business competition PEAK Phase HOW HAS IT BEEN DEVELOPING? Brands are finally moving away from demographics; consumers are being targeted in their transient, flighty need states (but importantly, are not being defined by them) with intuitive and exciting ways to customise products, services and experiences. Brands are honing in on what consumers really want with a subtler understanding of their preferences – or allowing individuals to shape each product for themselves. Blank canvases can be intimidating: giving people accessible tools to personalise their products has Time tipped this growing trend into the mainstream. not a new concept but in revival with mobile RELATED TRENDS Consumers would pay The value of Moonpig* 67% WHERE IS IT up to HAPPENING? Globally 100% MORE Privacy and Control Simple Interfaces for a customised product 2009 2010 *the online personalised greetings card service Brand Me Slow CONTENTS 5
  • 6. On Canvas8 Mass Customisation REPORT 17/07/2009 FOCUS 01/03/2010 Variable service makes constant customers Ponoko Universal, fixed design and prescribed service models may appear to reinforce brand identity - By enabling creators to connect directly with the closest local fabricators, Ponoko promotes the but such predictability can be uninspiring. The key to an exceptional customer experience, says localisation and democratisation of the manufacturing process and taps into a revived interest Kristina Dryza, lies in variability. for DIY design. LEADERS 20/10/2009 FOCUS 12/02/2010 Mass customisation: you never step into the same river twice [me] & goji With choice fatigue, an expectation of personalised service and the changing needs of every [me] & goji are a small artisan company creating custom blends of breakfast cereal. The broad individual from moment to moment, how can brands cater to consumers, stand apart in a appeal of this seemingly niche product is testament to the consumer desire for personalised crowded market and watch their costs? Thought Leader Joe Pine has the answer. goods with expert personality. FOCUS 07/09/2009 FOCUS 14/09/2010 Customised retail 4Food What can retailers do to attract their target demographic? Glynn Davis explores how brands are 4Food is a chain of healthy, natural and customisable fast-food restaurants. New Yorkers can adapting stores in Germany and the UK, but cautions against alienating potential customers with fully customise their (locally-sourced) burger online, or using the iPad menus, and promote it via too niche an offering. social networks in exchange for discounts. READ MORE CONTENTS 6
  • 7. Simple Interfaces WHAT ARE THE SIGNS? ING DIRECT RED MARKET GOOGLE DASHBOARD VAGE KINDLE PEEK TWIFFICIENCY WHAT IS IT? FONYOU BANK SIMPLE Presented with a myriad of options, APPLE iPHONE AND iPAD consumers are suffering from choice fatigue. TEXT 2.0 SIXTH SENSE People are making decisions to help them People do not want simplicity – what they really simplify and streamline their lives, spurred THE EYE BY DoCoMo BMW iDRIVE want is understanding. People don’t want to give on by economic austerity. The Simple trend up the power. What they are against is is about intuitive interfaces and complex being confused. filters. It is not about ‘basic’. WHO IS IT IMPACTING? Don Norman, Co-founder of Nielsen Norman Group WHERE IS THE TREND Everyone in developed nations and former VP, Apple IN ITS LIFECYCLE? where pressure to ‘know more’ is high (Gen X, GenY) Phase PLATEAU HOW HAS IT BEEN DEVELOPING? Simple means giving people the tools to help them reassess their priorities and understanding that these priorities will differ between customers. The Simple trend is most evident in the development of technology products, but can also be used SIX EIGHT-STUD SIX EIGHT-STUD Time to shape creative thinking. Brands (particularly in the technology LEGO BRICKS LEGO BRICKS sector) are starting to provide clearly presented, easily digestible information to help consumers make informed decisions. Simple is can be rearranged into can be rearranged into about manageability, limited options, streamlining and ease of use: RELATED TRENDS making form and function work together. WHERE IS IT HAPPENING? Slow Privacy and Control Blended Reality The developed world, where choice is abundant and consumers are overloaded different combinations with complex information Mass Informed Mobile Living Customisation Consumerism CONTENTS 7
  • 8. On Canvas8 Simple Interfaces REPORT 05/03/2010 FOCUS 04/08/2010 Is that a tastemaker in your pocket? Mobile and filtering fonYou As the gatekeeper to the mass of data and applications, smartphones are the multitasking, fonYou is an award-winning Spanish mobile telephony brand which offers users a useful and multipurpose widget of the present and the future. Ilya Vedrashko explores the ways mobile innovative way of managing all their mobile phone activity, rather than just bills, from one place technology can manage and filter the vast amounts of content available. on the web. REPORT 08/09/2010 FOCUS 29/07/2010 Don Norman: Living with Complexity PILO: location, filters and relevance Don Norman, one of Business Week’s ‘27 Most Influential Designers’, talks about the role of PILO is a Swedish prototype location service with more relevant filtering than its predecessors, design in communicating complexity, not complication, and the importance of playfulness. tracking mobile user movements over time to build up patterns. However, early tests raise some issues around commercial opportunity. REPORT 28/09/2009 FOCUS 26/08/2010 The rise of simple tech A Bit More While companies such as Apple and Microsoft are vying to create the ultimate one-stop device, Breville’s toasters have a unique feature that is becoming a usability design classic. The ‘A Bit Canvas8 tracks the rise of simple tech at the other end of the market; a curiously thriving More’ button solves a problem so simple and obvious it needs no explanation. In fact, many cite segment where excess features are not an option. it as the primary reason for purchase. READ MORE CONTENTS 8
  • 9. Brand Me WHAT ARE THE SIGNS? FLATTR WHUFFIE BANK FARMVILLE TRACTOR SALES MYSPACE LAYOUTS FACEBOOK ‘LIKE’ HANGING OUT AT THE MAC STORE WHAT IS IT? The relationship one has with friends is BRAND TATTOOS MYBRANDZ.COM Individuals are more aware of their image about history and personal heritage, and CLAUDIA ROGGE’S ‘HUMAN PATTERNS’ and social media has put control firmly in about experiences, and in this online space their hands. Whether for commercial or COLLEGE STUDENTS ‘brand me’ or ‘brand us’ will become a ‘ICING’ EACH OTHER social purposes they carefully curate and relationship of friendship as well as optimise their personal image across a commercial transaction. BUILDABRAND multitude of channels. In an increasingly participatory society, social currency plays a key role – it’s not just about peer reviews of products, it’s about peer reviews of peers. People ‘like’ brands – but they are no longer ‘fans’. Brand Me links Dr. Alex Gordon, closely to We Are All Media (see Scrapbook). Semiotician, Founder of Sign Salad and Canvas8 Thought Leader WHERE IS THE TREND WHO IS IT IMPACTING? IN ITS LIFECYCLE? WHERE IS IT Tweens Teens Twentysomethings HAPPENING? PEAK Phase Asia, Europe, South America, USA HOW HAS IT BEEN DEVELOPING? Always-on connectivity and instant status updates via handsets make the management of Brand Me a full time consideration. The Time introduction of geolocation services for smartphones has added another layer to this macrotrend, as people continue to define themselves with where, not just who, they are - posting visual updates of nights out, or tagging locations is a way of demonstrating expertise or cool. Brands who enable this communication, or share the values people seek to project, will be chosen to represent them. d RELATED TRENDS The average facebook user The Chinese 2 billion since 2008 is connected to spent tweets More than a The UK spent $5bn over 1billion 320,000 80 .me names tweets $800 Social Participation Codes of Conduct Privacy and Control on virtual goods in 2009 million have been registered, making it the fastest selling community pages, December 2009 May 2010 top level domain ever groups and events Neo-tribalism Mass Customisation True Stories CONTENTS 9
  • 10. On Canvas8 Brand Me REPORT 20/09/2010 FOCUS 26/01/2010 Moderating Brand Me: why Facebook fails us The Whuffie Bank New social networks Diaspora and Hibe counteract the blanket approach to Brand Me found on The Whuffie Bank has launched a new currency based on reputation with the aim of rewarding Facebook. Jenny Winfield dissects the components of online identity and explains why a faceted creative and favourable online behaviour. The non-profit company was recognized as one of the approach to social networks is long overdue. 50 most innovative startups in 2009 by TechCrunch. REPORT 22/03/2010 FOCUS 15/07/2010 Beyond Facebook: social networking trends in Brazil, India and China Flattr A recent map of social networks reveals the spread of the US giant. But in some territories, ‘You have to give to get’. So preaches Flattr, the Swedish peer micropayment system from other networks cling resolutely to their user stronghold. Is this mere chance, or does it tell us former Pirate Bay chief Peter Sunde. It’s still in beta, but gaining traction - most recently with two something about cultural preferences? major German newspapers. LEADERS 20/01/2010 FOCUS 02/09/2010 Digital identity management – what is reality and why should we care? Buildabrand Image matters. And as the once-exclusive tools of impression management filter out to the digital Buildabrand is a service offering businesses of all sizes, and individuals, the ability to create masses, Michael Solomon documents some emerging behavioural strands and their potential a brand from scratch. It taps into mainstream awareness of personal branding as a result of impact on brand messaging, both on and offline. exposure to marketing messages. READ MORE CONTENTS 10
  • 11. Codes of Conduct WHAT ARE THE SIGNS? TROLLING SEXTING POST SECRET TOKYO METRO ‘DO IT AT HOME’ SURGING POPULARITY OF HERITAGE BRANDS GERTRUDE AND ALICE’S HOMELY WHAT IS IT? SYDNEY BOOKSHOP Physical codes of conduct, initially mimicked There’s no doubt in my mind that kindness PENGUIN CLASSICS SALES online, are being modified in the digital space is the new currency. As life becomes DDB’S GROWN-UP PLAYLAND tougher, which I’m afraid it’s going to do, FOR McDONALD’S and impacting real-world behaviour, which being generous to your fellow man will PRINGLES TMI OVERSHARERS CAMPAIGN has become noticeably more playful and open. keep the world afloat. CHAT ROULETTE MEIN MAGAZINE As online activity is increasingly recognised as VIRGIN’S PHONE ETIQUETTE part of Brand Me, people are improving their DR. PEPPER STATUS digital etiquette. TAKEOVER Eugenie Harvey, WHO IS IT IMPACTING? Founder of WeAreWhatWeDo and 10:10 particularly WHERE IS THE TREND All internet WHERE IS IT users Gen Y and Boomers IN ITS LIFECYCLE? HAPPENING? Globally, particularly in more Westernised societies where social sharing is rife HOW HAS IT BEEN DEVELOPING? Phase Gen Y are comfortable revealing personal thoughts, feelings and opinions online, but are increasingly judicious in how they are STRONG accessed - particularly now that so many parents are online. People post visual proof of activity rather than statements of intent, GROWTH negating the need for ‘shouty’ updates. Brand spaces are increasingly soft and familial and there’s a renewed respect for ‘proper’ manners. Being outspoken and opinionated is the new norm, but there’s a palpable awareness that rudeness can leave indelible traces Time on reputation. in 2009 32% RELATED TRENDS 75% of people regret something they’ve posted online. 23% of American Sales of This rises to of people adults Penguin classics 59% 54% Privacy and Control Social Participation have used the anonymity of the web to lash out at companies or brands think the population is getting less civilised experienced DOUBLE DIGIT GROWTH Brand Me Rising Social Blended Reality iPhone users under 25s Conscience CONTENTS 11
  • 12. On Canvas8 Codes of Conduct REPORT 16/04/2010 FOCUS 31/03/2010 Manners maketh a market The Apology Line Last year, in the midst of a global recession which brought unemployment and foreclosure in its The Apology Line is an experimental art project: a freephone number that people can call to wake, Penguin Classics’ sales were their best ever in every territory. Fiona Buckland wonders leave an anonymous confession. After massive interest from the UK public, the artists now want why. to expand the concept to the US. REPORT 08/02/2010 FOCUS 17/02/2010 Public by default ChatRoulette Attitudes to privacy have evolved along with the explosion in social media, and the resulting The website ChatRoulette, which connects strangers randomly across the globe, has become a interplay reflects the maturation of a new, informed kind of trust that rests on mutual exchange of sensation. Its lack of regulation exposes online social behaviour in its rawest form. information between consumers and brands. REPORT 19/04/2010 FOCUS 20/09/2010 The ignorance industry: hysterical or horrifying? Center of Phone Etiquette In an era of information overload, ‘outrageous and provocative’ virals can help brands cut Please Shut Up is a website on a mission to save us from the horrors of bad mobile phone through the clutter. At the same time audiences may find these high-risk, high reward brand etiquette, offering people a place to vent anger, name and shame offenders and establish a strategies either ‘hysterical or horrifying.’ recognised code of conduct. READ MORE CONTENTS 12
  • 13. Informed Consumerism WHAT ARE THE SIGNS? SMART ENERGY METERS PEER-TO-PEER INFORMATION SHARING DAYTUM WHEREISMYMILKFROM SAFEWAY FOOD FLEX WHAT IS IT? GOOGLE GOGGLES SHOPSAVVY People are looking to make increasingly There will be more ‘e-breed’ customers, YELP STICKYBITS ECO INDEX informed (but crucially, not always rational) which means that the same customer might TOKYO’S N BUILDING do very deep informed research for some decisions both prior to and at point of sale. TESCO FINDER APP TALES OF THINGS products, but make very impulsive For brands, providing comparative analysis NUTRICATE RECEIPTS decisions for others according to their and transparent information creates trust and personal preferences and situation. FRITO LAY CHIP TRACKER generates goodwill. Fabrizio Valente, WHO IS IT IMPACTING? Retail consultant and CEO, KikiLab Those who Those who WHERE IS THE TREND believe in an participate in it open information WHERE IS IT IN ITS LIFECYCLE? despite reservations economy (Gen X and Gen Y) HAPPENING? Globally – more economically and technologically developed nations PEAK HOW HAS IT BEEN DEVELOPING? Phase What began as a way for businesses to boast of eco credentials has set a global retail agenda, and consumers want to know more both about the products they’re buying and the brands they’re buying from. Smartphones are playing a key role in the shift, allowing shoppers to check packaging, product and pricing information simultaneously in-store and online. Geolocation software Time enables smarter filtering for relevance and proximity. People rely on peer product reviews – and trust in non-branded aggregators of information is building. spreading with smartphones Approximately RELATED TRENDS up from 92% of consumers During Xmas 2009 20% 45% 43% 40%rs value their own research over pe of shop abandoned of smartphone owners Hyperlocalisation Simple Interfaces Slow Natural Mindset a sales person’s advice purchases when unts coupons or disco look at third-party or consumer reviews couldn’t be easily of a product while in store obtained. look for retailer Hyperawareness Rising Social Mobile Living True Stories 2008 or product coupons of Health Conscience CONTENTS 13
  • 14. On Canvas8 Informed Consumerism LEADERS 14/07/2010 FOCUS 30/07/2010 Bricks and Clicks: delving into inline retail strategy The Eco Index There’s a false dichotomy between e-tail and retail. Building on Mandy Saven’s recent report, A major consortium of brands and retailers are getting together to agree a universal eco labelling Michael Solomon takes a closer look at the mechanics of shopper interaction and technology’s standard for apparel, which takes the entire product lifecycle – including marketing – into potential in the purchase process. consideration. Why have no luxury labels signed up? LEADERS 19/05/2010 FOCUS 09/06/2010 Get inline: new retail technology and geolocation Interactive W Magazine In part two of her report, Mandy Saven unearths the most inspiring and innovative stores Luxury magazine W’s first Shopping Issue in April 2010 had fully interactive mobile ads running incorporating new technologies into their brand experience. Be wary, she concludes, that throughout, supported by an extensive outdoor campaign in affluent New York City. strategies provide depth and utility as well as wow factor. FOCUS 18/12/2009 FOCUS 03/09/2010 N Building Frito-Lay Chip Tracker In a new project, the facade of the commercial N Building in Tokyo has been covered in QR In the US, Lay’s crisps are grown and produced locally. To highlight this, PepsiCo created the codes, which can be unlocked with a simple iPhone app to receive up-to-date information on ‘Frito-Lay Chip Tracker’, which allows customers to trace the origins of their beloved snack. stores inside. READ MORE CONTENTS 14
  • 15. Natural Mindset WHAT ARE THE SIGNS? BIOMIMICRY IN PRODUCT DESIGN GEOX ‘BREATHING’ BUILDING R&SIE ARCHITECTS TERRARIUM TREND WHAT IS IT? SNOG, MARRY, AVOID? Natural and additive-free have become ‘STRAIGHT EDGE’ YOUTH A stringent avoidance of the artificial in all part of the consumer’s health and NATURAL & HOLISTIC walks of life, seeking out experiences and wellness vocabulary, and we’re HEALTH REMEDIES products with a definitive, plausible origin seeing growth in every category. GLAMPING (rooted in nature or science), being engaged The natural trend is here to stay. RFID AUTHENTICATION OF WINE at a higher level and compelled to act within the boundaries of truthfulness and honesty. NATURAL PET FOOD KAREN MAGAZINE David Jago, Director of Innovation and Insight, Mintel WHO IS IT IMPACTING? Everyone who is frustrated by transient, WHERE IS THE TREND fake interactions and experiences WHERE IS IT IN ITS LIFECYCLE? HAPPENING? Asia, North America, UK as a backlash against ‘plastic’ culture Phase HOW HAS IT BEEN DEVELOPING? STRONG GROWTH Consumer choice and spend is being reassessed. Social kudos can be gained by living less consumptively and developing an interest in cradle-to-cradle design concepts. People are reconsidering their environment in terms of substance and sustainability, from food and holidays to healthcare and the urban landscape. Architecture and product design draw increasing inspiration from the Time natural world in terms of functionality and aesthetics. 1 Use of the words The total number of RELATED TRENDS to cosmetic surgery grew from 5,705 pure purely procedures 3,013 decreased by 9% purity Rising Social Hyperawareness Informed Year-on-Year Conscience of Health Consumerism in 2009 on consumer food 2008 2009 produts in the USA in the USA Hyperlocalisation Sustainable True Stories Capitalism CONTENTS 15
  • 16. On Canvas8 Natural Mindset REPORT 11/11/2009 FOCUS 03/07/2009 Consuming beauty: the nutricosmetics market Growing local, foraging and the rise of the co-op The burgeoning field of nutricosmetics looks set to gain considerable traction in Western and Consumers of organic food are loathe to give it up, regardless of cost. What this means, says emerging markets. Two industry experts identify the consumer drive behind the trend and outline Ysanne Spevack, is the rebirth of resourcefulness in the US and UK: growing your own, foraging, the opportunities for brands. and co-op schemes with friends and neighbours. LEADERS 12/05/2010 BLOGHUNTER 22/10/2009 Brazilian luxury goes back to nature Pepsi Raw From architecture to art and travel to food; some of the Brazilian upper classes are now looking Pepsi UK has stepped up in the soda wars with its new drink – Pepsi Raw. According to the for a less polished type of sophistication. Trend expert Luciana Stein investigates the behavioural company, it has dropped artificial preservatives and sweeteners and is made from natural and economic drivers behind this shift. sources such as apple extract, plain caramel coloring and tartaric acid from grapes. FOCUS 18/12/2009 FOCUS 15/06/2010 The anti-label label Twig Terrariums, and other small worlds First Starbucks went local and now clothing is turning away from brand-heavy slogans and New York’s Twig Terrariums make tiny worlds full of whimsy and humour. Beyond their role as towards a discreet and logo-less aesthetic. What consequences could this pattern have for the a memoir of nature, however, these miniatures also touch upon underlying trends in both the brands and the brand name cachet? consumer and business psyche. READ MORE CONTENTS 16
  • 17. Sustainable Capitalism WHAT ARE THE SIGNS? PUMA’S CLEVER LITTLE BAG UPS’S GPS REPROGRAMMING SLIM CHAMPAGNE BOTTLES STELLA ARTOIS’ BOTTLE REDESIGN WHAT IS IT? MARKS & SPENCER EGG TRACKER FRITO-LAY CHIP TRACKER The creation of a business model that SUN CHIPS ECO PACKAGING understands and respects the triple bottom Doing good is good business. This THE WALMART SUSTAINABILITY INDEX line of people, planet and profit. It is about is not about charity or altruism. This CONSPIRACY FOR GOOD responsibility and longevity. Sustainable is about doing something that is CHINA’S SUSTAINABLE ENERGY PROGRAMME Capitalism’s watershed moment came in effective and efficient. SAINSBURY’S KEEPING BEES 2006 with Al Gore’s Oscar-winning An CHINA’S DONGTAN ECO-CITY Inconvenient Truth and has accelerated through the recent economic COLALIFE KARMA CUP COOP WINE recession and people’s increasing desire to do something inherently Sir Martin Sorrell, good and ‘right’. Chief Executive Officer of WPP Group WHO IS IT IMPACTING? WHERE IS THE TREND Everyone - developed and WHERE IS IT IN ITS LIFECYCLE? developing nations alike HAPPENING? Globally Phase HOW HAS IT BEEN DEVELOPING? STRONG The economic downturn has meant people now expect major multinationals to do what they, as individuals, can’t afford to make GROWTH happen, and on a scale that they can’t achieve. Brands who eschew this responsibility are vilified. Businesses no longer have full control over their brand and, thanks to the internet, both their good and bad behaviour is made public. People are looking for businesses to demonstrate values, not just claim their alliances. Time d 2 RELATED TRENDS The Chinese government There are 35% of consumers have laid out a 6,172,8220 say they will spend more on ‘green’ in the coming year US$585bn citizens of Hopenhagen def. Hyperlocalisation Natural Mindset a movement set up around the 2009 COP 15 conference to unite nations plan to invest in with hope for policy change low carbon technologies Social Rising Social True Stories Participation Conscience CONTENTS 17
  • 18. On Canvas8 Sustainable Capitalism LEADERS 24/03/2010 FOCUS 08/07/2010 CSR from an Indian perspective Panera Cares Café The Indian economy is poised to grow on a strong, sustained basis for years to come: it is time Panera is a bakery and café with 1400 outlets across America. In May they made the decision to for a new look at corporate social responsibility. In the context of current and future challenges, trial a not-for-profit model within one branch. The Panera Cares Café is so successful that they how do young Indian consumers see CSR? are now extending the strategy to two new locations. REPORT 19/03/2010 FOCUS 10/06/2010 Embracing the new philanthropy SunChips eco packaging In spite of good intentions, consumers value cost savings over planet saving, and they expect PepsiCo have replaced their SunChips packaging with 100% compostable material. While major multinational companies to do what they can’t. customers have criticised the new packaging for being ‘less tactile’ and ‘too noisy’, others have lauded PepsiCo as pioneers. FOCUS 01/07/2010 FOCUS 22/03/2010 Karma Cup ColaLife The annual BetaCup Challenge seeks to uncover creative ways of reducing paper cup ColaLife is an initiative which aims to use Coca Cola’s far-reaching global distribution to carry consumption. This year’s winner, Karma Cup, not only eliminates the cup entirely, but gives you ‘social products’ such as oral rehydration salts and medicines to developing countries. an incentive to do so: the possibility of free coffee. READ MORE CONTENTS 18
  • 19. Hyperawareness of Health WHAT ARE THE SIGNS? MEDWATCH HEALTH APPS SENIORBRIDGE SKYPE VIDEO CONSULTATIONS FOR ELDERS WEBMD.COM CURETOGETHER WHAT IS IT? PEPSICO NUTRITION LAB HEALCAM The ability for people to test themselves The popularity of organic food, holistic living IMPLANTABLE ANTENNA FOR MONITORING effectively will change the healthcare IN-VIVO CHEMICAL REACTIONS and attention to personal mental health has industry. Focus will be taken away from sharpened individual focus on daily wellbeing, HEART ATTACK GRILL PATIENTSLIKEME.COM in-clinic testing and placed upon fuelled by mobile monitoring apps and access LE WHIF THISISWHYYOUREFAT.COM self-analysis. to like-minded communities online. At the MAPPINESS THECARROT.COM most basic level, people want to know what 23ANDME BIOINFORMATICS.ORG they’re consuming and what impact it will have on their health, as an Piers Fawkes, MICROSOFT HEALTH VAULT extension of Informed Consumerism and Natural Mindset. President, PSFK WHO IS IT IMPACTING? WHERE IS THE TREND WHERE IS IT IN ITS LIFECYCLE? Boomers Gen X Smartphone users HAPPENING? Primarily North America, Europe (early Phase growth), Asia STRONG HOW HAS IT BEEN DEVELOPING? GROWTH The obesity epidemic and marginalisation of the elderly in society has led to a search for new diagnostic solutions integrated into daily life. Social fitness and wellbeing apps encourage on-the-fly management of increasingly personal bodily functions (sleep apnea, ovulation), as well as providing detailed nutritional and health-related product information. The beauty and food industries have Time adopted more ‘medical’ brand messaging. Rise in online patient communities providing support and therapy for fellow sufferers. by 2015 RELATED TRENDS 21% 60% of Americans of Smartphone owners Slow Natural Mindset have downloaded a fitness-related app will have electronic health records Informed Rising Social Consumerism Conscience CONTENTS 19
  • 20. On Canvas8 Hyperawareness of Health LEADERS 03/02/2010 FOCUS 14/09/2010 Design thinking and the healthy society 4Food As debate rages around US healthcare reform, Sara Diamond examines the role of the design, 4Food is a chain of healthy, natural and customisable fast-food restaurants. New Yorkers can technology and creative industries in creating a society of user-centric healthcare and individual fully customise their (locally-sourced) burger online, or using the iPad menus, and promote it via wellbeing. social networks in exchange for discounts. LEADERS 28/04/2009 FOCUS 08/09/2010 Data are beautiful things CureTogether From social networks to art galleries, data visualisations are everywhere. Sara Diamond CureTogether.com is a website that allows users to keep track of their health. The free service evaluates the importance of these intuitive, uniquely human interpretations of complexity and matches people with similar symptoms and conditions, allowing them to interact anonymously. their cultural and business benefits. REPORT 08/06/2010 REPORT 17/09/2010 More than mirrors: identity, beauty and changing cosmetics retail Technology, community and self-diagnosis Beauty regimes and perceptions of the self are more than an effect of straightforward image Individuals are now able to monitor every aspect of their physical and mental health. Sleeping, consumption. We explore how retail environments have evolved to fit the consumer desire for a eating, exercise and social activities can be analysed in real time and shared with a like-minded more holistic, scientific beauty experience. community. But what does this mean for brands? READ MORE CONTENTS 20
  • 21. Social Participation WHAT ARE THE SIGNS? CONSPIRACY FOR GOOD PICTURE THE IMPOSSIBLE GEOCACHING.COM ENCOUNTER NEEDLE IN A HAYSTACK WHAT IS IT? As we strive to move away from cookie-cutter DARPA RED BALLOON CHALLENGE CLIMATECAMP Mass social participation is embraced as the sameness, individuals’ opinions, points of view, or unique thoughts can spark connection. We see it NEIGHBORGOODS STREETSPARK antidote to information isolation and overload. Directly linked to Rising Social Conscience, across all types of communities, whether THE BIG LUNCH we are seeing an important shift from a ‘me’ grassroots or corporate-sponsored, SOCIAL INNOVATION CAMP GOOD GYM to a ‘we’ culture. Technology facilitates offline virtual or rooted in physical space. ENABLED BY DESIGN personal interaction rather than creating a The more eclectic and interesting, CTRL.ALT.SHIFT barrier to it. Many examples of Social Participation achieve broad the more it thrives. Funny how an A FEAST OF STRANGERS social goals as well as contributing to a sense of personal gain. emphasis on ‘I’ leads to a more coherent sense of we. WHO IS IT IMPACTING? Patrice Martin, Author of Ideo Patterns’ ‘The ‘I’ in community’ WHERE IS THE TREND IN ITS LIFECYCLE? Gen X Gen Y as facilitators WHERE IS IT HAPPENING? PEAK Phase Europe, North America. Japan, China and India (strong growth) HOW HAS IT BEEN DEVELOPING? Technology is being harnessed to enable relationships, both in the physical and the virtual, and used to intelligently elicit chance encounters. Gen Y love creating and taking part in mass participation activities and use visual diaries to build social currency. Time Individuals from creative communities volunteering time to collate ideas and design tools for cohesive offline change. The physical and virtual treasure hunt Encounter had RELATED TRENDS 4 People who finished the New York marathon There are 165,000 81% 4-5 MILLION 70,000 36,856 vs 43,660 geocachers Rising Social Collaborative Codes of Conduct of US Gen Y worldwide Conscience Living and Working have volunteered in the past year 2009 2010 2005 2009 players across Eastern Europe Blended Reality Brand Me Mobile Living Hyperlocalisation CONTENTS 21
  • 22. On Canvas8 Social Participation LEADERS 24/03/2009 FOCUS 14/12/2009 From Me to Wii The DARPA red balloon challenge With the media screaming tales of doom and economic woe what can your brand do to support The recent DARPA balloon challenge was set to discover how people interact with social media the shift from ‘me’ to ‘Wii’? Alex Gordon looks into the semiotics of recession and the consumer for team building and collaboration on widescale, time-critical and complex tasks. backlash to selfish individualism. LEADERS 28/07/2010 FOCUS 19/01/2010 Activism, technology and cultural specifics Picture the Impossible Sara Diamond talks to Canvas8 about technology, politics and ideas of global/local. She In the face of flailing news sales, the Rochester Democrat and Chronicle launched a hyperlocal discusses Canada’s ties to documentary, the importance of enabling self-representation and game with major brand sponsorship aimed at strengthening community bonds and encouraging Twitter’s opinion-forming role at the recent G20 summit. creativity and charity. REPORT 17/02/2010 FOCUS 11/05/2010 What are the triggers for mobilising people? LeapAnywhere To understand the forces at work in mobilising large groups it is important to recognise the LeapAnywhere is a part social network, part listings site that aggregates cool volunteer behavioural triggers for joining them in the first place. How can brands mobilise groups to their opportunities around London in a bid to make social participation more fun and competitive. We benefit and engage people with their brand? spoke to founder Malcolm Scovil. READ MORE CONTENTS 22
  • 23. Attention Economy WHAT ARE THE SIGNS? TOKYO YAKULT SWALLOWS RED BULL BULLETIN DREAMING IN MONO NIKE TRUE CITY ING DIRECT CAFÉS GOOGLE ADSENSE READ IT LATER WIDGETS WHAT IS IT? NY-Z ABSOLUT VODKA HERO108 Context + meaning = cultural value; without THE WONDERFACTORY People are increasingly information and it brands turn onto the slip road called ‘EUROSTAR’ SOMERS TOWN stimulus rich but consequently time and ‘irrelevance’ and park up against the sign GUARDIAN ZEITGEIST attention poor. Media can be accessed marked ‘obsolescence’ without a NEXT MEDIA’S NEWS CLIPS anywhere, in a multitude of formats. Irrelevant petrol station in sight. ‘MINIMALISH’ SHORT interruptions are unwelcome. Context is ATTENTION SPAN PAINTINGS everything and time is people’s most precious UNBEATABLE (CHINA) commodity, evidenced by the rise in simultaneous media use and savouring of down-time. Alan Moore, Co-founder of SMLXL and Canvas8 Thought Leader WHO IS IT IMPACTING? WHERE IS THE TREND Anyone living in a connected society WHERE IS IT IN ITS LIFECYCLE? HAPPENING? Always-on societies, both East and West PEAK Phase HOW HAS IT BEEN DEVELOPING? Media requiring deep concentration are no longer valued as highly as people learn the benefits of selective attention. There’s an increasing awareness of the value of ‘my time’ and more discerning attitudes towards brands competing for this time. Transmedia storytelling introduces brands in a richer context with deeper levels of engagement and interaction. Relevant brands that are allowed k Time in gain more affinity. 0 RELATED TRENDS e 8.5 hours Adults are exposed to screens Americans (TVs, cellphones, computers, GPS devices) for about of internet users B consume media multitask 100,000 words 57% accessing TV and internet simultaneously at home True Stories Slow per day on average for an average of 2 hours and 39 minutes every month on any given day Brand Me Mobile Living CONTENTS 23
  • 24. On Canvas8 Attention Economy REPORT 22/10/2009 FOCUS 05/07/2010 Wireless society and the awareness economy Guvera The latest sea change in technology could be sitting in your pocket right now. Trevor Lloyd Jones Guvera is an innovative music service which makes advertisers pay for downloads in exchange investigates Near Field Communication and its impact on the mobile and advertising industries. for several minutes of fans’ attention. Following its launch in Australia, it’s now arrived Stateside. LEADERS 23/06/2010 FOCUS 22/04/2010 The brand as transmedia story Pedro & Maria The system that brands operate in is still largely defined by mass media comms – a straight line Pedro & Maria is an interactive branded entertainment telenovela which will enable fans to vote approach to non-linear thinking. Alan Moore makes the case for a more fractured, participatory on plot direction through social media channels. It will be co-produced by MTV and Procter & approach to brand identity. Gamble. REPORT 12/03/2010 FOCUS 03/08/2010 Addressing contemporary media use Rider in a red coat People are increasingly accessing multiple types of content simultaneously. Transmedia expert A French multimedia comic for CAP3B, a family-friendly tourist destination, uses print, Christy Dena evaluates the importance of advertising campaigns that recognise contemporary smartphone technology and video content to enhance rather than detract from the locally- media use behaviours. inspired story. READ MORE CONTENTS 24