100 Things to Watch in 2013 - JWT INTELLIGENCE

100 THINGS
TO WATCH IN 2013
DECEMBER 2012

WHAT WE’LL COVER
Background

Our Track Record

Our Things to Watch in 2013

100 THINGS TO WATCH IN 2013

BACKGROUND
In addition to our 10 Trends for 2013 forecast, JWT presents 100 Things to Watch in 2013.

– Intelligent Objects:
Appcessories and .

– Predictive Personalization:
Data Scientists
hotshots, marketers offering and consumers focusing on
.

– Everything Is Retail: Shopping is shifting from an activity that takes place in physical stores or online

and
.

– Peer Power:
Food Sharing services and the
rise of Trust Ratings.


OUR TRACK RECORD

– Anywhere, Any-‐Way Shopping:

(as highlighted in this list).

– Crowdsourced Learning:

Skillshare points to a future of more open education and opportunities for lifelong learning.”

– Smart Clothing:


OUR TRACK RECORD (cont’d.)
Our Things to Watch from last year included (cont’d.)

– All Things Military-‐Inspired:

The New York Times

Xers,” said the Times

– P-‐to-‐P Experiences:

– Unwrapping the Process:


OUR TRACK RECORD (cont’d.)


OUR THINGS TO WATCH IN 2013
1. 3D Bioprinting 21. Dads in the Aisles 41. 61. Nature As Antidote 81.
Hieroglyphics Fiction
2. 22. 62. Neurotechnology
42. Hotels in Africa 82. Set Jetting
3. African Tech Stars 63.
23. Decline of Chinese 43. 83. Shopping Hotels
4. 64.
Bling Tech
84. Social Media Hacks
Alternative Brand NFC Tags
24. Desalination 44. Humane Food
Currencies Standup Desks
66.
Detoxifying Life
6. 86.
Customer Service Offset Thinking
26. Digital Ecosystems Apps
Appcessories
46. Impact Sourcing 68. Online Groceries
Drones Sugru
8.
Imperfection 69.
28. ecoATM 88.
9.
48. Individual Attention
29. 89.
10. Bee Venom
49.
30. Emotion Recognition
11. Biometric
JOMO (Joy Of 90. Teff
Authentication 31. The End of Voicemail
Missing Out)
91. Trade School
12. Blocking Social Media 32. Faux Meat
Bores 92. Trust Ratings
33. Fitness Beyond Second Screen
13. Chia Seeds the Gym 93.
14. 34. 94.
Charging
Shopping
Food Sharing
Media That Gets to
36. Frontier Markets 96. Vertical Farming
16. Coaching Brands
G20 Devolves to Medical Smartphones Design Video Games As Art
Cool Techie Camps
98.
18. 38. Recycling
Midcalorie Foods 99. Wireless Charging
Translation
39. Geofencing River Cruising
Mindful Living 100.
19. Cutting out the
40. 80.
Middleman
Goes Mainstream
20.
60. MOOC Stars


1

like heart valves and cells applied directly to

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100 THINGS TO WATCH IN 2013 TED

2 ADULT PLAYGROUNDS

of us. Taking inspiration from similar playgrounds
in China and parts of Europe, these spaces

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3 AFRICAN TECH STARS

Internet access, tech entrepreneurs and
engineers are emerging around the continent,

innovation center,” as part of its development

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4

found that as many as 1 in 12 American children

to manufacturing foods free of allergens like

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ALTERNATIVE BRAND CURRENCIES

For instance, chocolatier Anthon Berg created

accepted generosity (a promise to do something
nice for a loved one) instead of money. Nike’s

share on social media.

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100 THINGS TO WATCH IN 2013 Anthon Berg

6

mulling physical stores.

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speakers and small screens that provide users

and RFID tags in BlackSocks help ensure the
socks are correctly paired.

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8 THE ARABIC WEB

there’s rising incentive as this region of around

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9

existing consumer segment to consider the

venture capital arm, BMW holds a minority stake

to spare.

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10 BEE VENOM

involves systematically stinging patients suffering

and MS, is thought to help improve circulation,

company told The Wall Street Journal in June

over the past year.

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100 THINGS TO WATCH IN 2013 Manuka Doctor

11 BIOMETRIC AUTHENTICATION

For smartphone security, Android 4.0 has a Face

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100 THINGS TO WATCH IN 2013 |Chris|

12 BLOCKING SOCIAL MEDIA BORES

out to more categories, offering lighthearted

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13 CHIA SEEDS

out 11 products, including Coconut Chia Granola.

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100 THINGS TO WATCH IN 2013 Dole

14

collect” melds digital and physical commerce

Tesco and Asda in the U.K. and Ahold in the

eBay are getting into the pickup game too. Look

categories, such as home improvement.

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100 THINGS TO WATCH IN 2013 Tesco

‘CLOAKING’

services that help them temporarily hide from

The New York Times

next three hours.’”

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16 COACHING BRANDS

and suggested solutions. With consumers sharing
more data, and marketers passively collecting

expenses (BillShrink), managing their money

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100 THINGS TO WATCH IN 2013 Mint

that offer everything from game creation to

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100 THINGS TO WATCH IN 2013 iD Tech Camps SWEappcadamy

18 CROWDSOURCED TRANSLATION

multilingual talks, education and popular
entertainment. Duolingo, a startup launched in

international entertainment site Viki, fans have

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100 THINGS TO WATCH IN 2013 Duolingo

19 CUTTING OUT THE MIDDLEMAN

rates. We’ll see a range of upstart challengers as

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20

and planes falling out of the sky at the click of

state to penetrate another nation’s computers

or disruption”). We’ll see a shift in armed

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100 THINGS TO WATCH IN 2013 [1], [2], [3]

21 DADS IN THE AISLES

on moms. Men are taking on more cooking and
cleaning, parenting duties and shopping. As they
populate the aisles of supermarkets, drugstores,

taking the male perspective into account, goods
retooled for male appeal and messaging that

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22
With governments and corporations starting to

demand explode for the scientists needed to
cull insights from the analyses gleaned through
analytics platforms. What may sound like a dull

into the spotlight. And they’ll command heady

planning processes.

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23 DECLINE OF CHINESE BLING

understated luxury goods and products not

among the most selective shoppers. Gucci, for

sales in China did not prominently feature its

Group chief executive Helen McCluskey has

category” in China.

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100 THINGS TO WATCH IN 2013 Gucci

24 DESALINATION

Australia, Algeria and Israel. The latter is aiming

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100 THINGS TO WATCH IN 2013 Water For Good

various chemicals from their products. Johnson

harmful chemicals and reformulating its personal
care range. Walgreens has introduced Ology, a line
of nontoxic personal care and cleaning products.

out of their supply chains, thanks largely to

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100 THINGS TO WATCH IN 2013 Greenpeace

26

create or expand ecosystems that lock customers
into an array of devices, tools and services. The

as The New York Times has put it, or serve as

The Wall Street Journal says. Initially operating

content streaming and cloud services.

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100 THINGS TO WATCH IN 2013 Apple Google

DRONES

Wired

checking on crops or damaged roofs to assisting

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28 ecoATM

electronics, the company markets kiosks that

and model of these devices and assess their

the end of 2012 and planning on international
expansion in 2013.

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100 THINGS TO WATCH IN 2013 ecoATM

29

years. The American Society for Reproductive
Medicine changed its position on the practice in

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100 THINGS TO WATCH IN 2013 M. Johnson

30 EMOTION RECOGNITION

Researchers and programmers from Egypt to

computers to read human emotions through a

education tools or help people on the autism

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100 THINGS TO WATCH IN 2013 Theo Gevers

31 THE END OF VOICEMAIL

or leaving messages is coming to feel like a

much faster. Internet phone company Vonage

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32 FAUX MEAT

as faux meat gets tastier and more convincing.

lauded faux meat products to outlets across
Holland. An imitator, Spoon’s Vegetarian Butcher,
has opened in Sydney. And Like Meat is an EU

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100 THINGS TO WATCH IN 2013 Beyond Meat

33

alternatives that are more fun or functional.

and focus on strengthening the muscles needed

up luggage or children.

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100 THINGS TO WATCH IN 2013 MovNat

34 FLEXIBLE SCREENS

herald a revolution in consumer electronics,” said

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100 THINGS TO WATCH IN 2013 NextGadgets Samsung

FOOD SHARING

One of our 10 Trends for 2013 outlines the rise

in the homes of amateur chefs. Watch for

promise of community, authentic experiences

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100 THINGS TO WATCH IN 2013 Mealku

36 FRONTIER MARKETS

into the middle class and vast natural resources

rather than trade. Investing giants BlackRock and
Guggenheim Investments have launched index
funds tied to these markets.

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Every Nation for
Itself

economy and trade relations.

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100 THINGS TO WATCH IN 2013 World Economic Forum

38

playtime. Lego and Mattel are tackling gender

a doll carriage and a girl driving a toy tractor. In

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100 THINGS TO WATCH IN 2013 Leklust

39 GEOFENCING

store specials and other relevant information.

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100 THINGS TO WATCH IN 2013 RetailMeNot

40 GREEN GROWTH

The
Economist

the idea that economic development need not
mean environmental degradation. The European

development plan.

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100 THINGS TO WATCH IN 2013 nakae

41

as hieroglyphics to digital age consumers.

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100 THINGS TO WATCH IN 2013 photosteve101

42 HOTELS IN AFRICA

to expand their portfolios. Marriott plans to open

next three years.

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100 THINGS TO WATCH IN 2013 Marriott

43

more intuitive, integrating more seamlessly into

design, shaped around people and their existing

told Fast Company

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100 THINGS TO WATCH IN 2013 Microsoft

44 HUMANE FOOD

the humane treatment of the animals they eat,

food retailers including McDonald’s pledged to
push suppliers to phase out gestation stalls for

farms for animal treatment. Watch for animal

mainstream consumers to pay close attention.

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100 THINGS TO WATCH IN 2013 Niman Ranch

individual consumers. Restaurants are logging

programs, then catering to various preferences

several years collating passenger data from many

customer on a personal trip.

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46
Impact sourcing involves outsourcing relatively

of poverty. A 2011 study forecast that the

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100 THINGS TO WATCH IN 2013 Samasource

from products and services, and increasingly

prevail today and the smooth, shiny surfaces
of our digital devices. For instance, the lumpy
form of an heirloom tomato or gnarled carrots
at a farmers market are coming to have more
appeal than the prettier produce on supermarket

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48 INDIVIDUAL ATTENTION

More mass market retailers and hospitality

chains are replacing local vendors, consumers are

individual needs. For instance, Target is testing

recently relaunched personal shopper program,

for free at all stores. More supermarkets are
hiring dietitians to help shoppers make nutritious
choices. And more restaurants are pampering

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49

see more apps and other services that help
people guard or instantly delete things they may
later regret. Snapchat, for example, is a photo

takes a screenshot of the image. TigerText is a
similar app.

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100 THINGS TO WATCH IN 2013 TigerText Snapchat

out of the endless social media stream, the

countless other distractions and demands.

and entrepreneur Anil Dash coined the acronym
JOMO). They’re consuming information on a

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Users can also control the camera remotely using
a smartphone app.

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the factory.

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Charger for use in places such as Nigeria and

into electricity to charge devices.

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100 THINGS TO WATCH IN 2013 Nokia

media that’s tailored to the individual consumer.

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caretakers, physicians, etc., via email or text.
The phone also reminds users to take medication
and includes a pedometer application and diet
apps. LifeWatch is seeking approval as a medical
diagnostic device in the EU and the U.S.

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100 THINGS TO WATCH IN 2013 LifeWatch

a multitude of dietary restrictions and food

for restaurants like Torrisi Italian Specialties and

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100 THINGS TO WATCH IN 2013 Brooklyn Fare

MIDCALORIE FOODS

looking for healthier choices, it’s a potentially

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100 THINGS TO WATCH IN 2013 The Hershey Co.

MINDFUL LIVING

from electronics and even conversation. Mindful
running pays careful attention to form. Mindful

Once the domain of the spiritual set, mindful

distractions and focusing on the moment.

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100 THINGS TO WATCH IN 2013 HarperCollins

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100 THINGS TO WATCH IN 2013 Kolin Toney

60 MOOC STARS

As more people sign on to MOOCs (Massive

instructors emerging. Whereas teaching skills are

have predicted. One rising star is Duke philosophy

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100 THINGS TO WATCH IN 2013 Duke University

61 NATURE AS ANTIDOTE

city. We’ll also see this urge manifest in other

entertainment programming.

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62

Nature

neurotechnologies promise hope for spinal cord

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63

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100 THINGS TO WATCH IN 2013 Kate Middleton

64 NEWS BITES

As smartphones proliferate, more people are

for consumers to adopt apps that use algorithms

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100 THINGS TO WATCH IN 2013 Summly

NFC TAGS

open up apps. Brands including Sony (Xperia
SmartTags) and Samsung (TecTiles stickers) are

or even making a purchase.

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100 THINGS TO WATCH IN 2013 Sony

66 OBJECTS WITH ATTITUDE

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100 THINGS TO WATCH IN 2013 Toyota

OFFSET THINKING

of encouraging people and corporations to act

harmful activities is taking hold. The ecologically

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68 ONLINE GROCERIES

mainstream as more consumers start purchasing

2010. In the U.S., IBISWorld is forecasting annual

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100 THINGS TO WATCH IN 2013 Fresh Direct

69
The days of telling students to put pencil to

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100 THINGS TO WATCH IN 2013 Bunches and Bits {Karina}

Wired
hacking and email phishing rising dramatically,

voice patterns, is already coming to smartphones.

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100 THINGS TO WATCH IN 2013 LaunchKey

Forbes

the phenomenon is only gaining steam as

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100 THINGS TO WATCH IN 2013 Etsy Kickstarter

data as currency. We’ll see consumers adopt
services like Reputation.com’s upcoming data

money generated from selling the data is then
directed to designated charities.

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100 THINGS TO WATCH IN 2013 Enliken

legitimacy for its original programming. In April,

Arrested Development

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intimate occasions.

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demand for a retreat from noise. In the U.K., the

Quiet Mark, a seal of approval for products that

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100 THINGS TO WATCH IN 2013 Quiet Mark RLA

Consumers can have their cake and eat it too

and preservatives, corn syrup or hydrogenated

in mainstream outlets like CVS and Target.
Supercandy, from a company called Snap Infusion,

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100 THINGS TO WATCH IN 2013 Snap Infusion

The proliferation of online platforms

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100 THINGS TO WATCH IN 2013 Jack Daniel’s

ramping up efforts to keep clothing out of

can deposit used clothing and shoes (of any

similarly start collecting used clothing. And

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RIVER CRUISING

River cruising is slated to make a splash in
the travel industry. In 2012, for instance,

cruises. Other companies are adding river cruise

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100 THINGS TO WATCH IN 2013 Voyages of Discovery

80

prefer to take the reins.

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100 THINGS TO WATCH IN 2013 Retalix Ltd.

81

a digital revival. It’s a good match for readers

as Mad Men, Lost and Breaking Bad. Digital

New York Times

Kindle Serials program.

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82 SET JETTING

visits since The Lord of the Rings
The Hobbit

locations around the U.K. in 2012. In 2013, Life
of Pi The Lone Ranger

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83
In Middle Eastern countries including the U.A.E.,

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84 SOCIAL MEDIA HACKS

and employers to potential dates routinely

have created alternative online personas. Watch
for more people to game the system as privacy
concerns multiply.

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100 THINGS TO WATCH IN 2013 CNN

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100 THINGS TO WATCH IN 2013 Steelcase

86

up a market for tools that help people manage
their stress. Recent examples include Bandu, a

course.”

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100 THINGS TO WATCH IN 2013 Neumitra

SUGRU

Time

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100 THINGS TO WATCH IN 2013 Sugru

88

apps (like Catalogue) that let shoppers scan
multiple catalogs simultaneously. In a 2012

of merchants surveyed reported higher average

from online retailers as shopaholics develop a

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100 THINGS TO WATCH IN 2013 Google Apple ASUS Samsung Maylong

89
Technology is stepping in to help farmers,

channels. A crop of startups is seeking to

operates in the San Francisco Bay Area), Mint

and Ireland.

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100 THINGS TO WATCH IN 2013 Farmigo

90 TEFF

Consumed for thousands of years in Ethiopia, this

the Horn of Africa, due in part to its exceptional

essential amino acids, high in protein, calcium

incorporate the tiny grain.

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91 TRADE SCHOOL

graduation and the cost of higher education
soaring, more people are turning to trade
schools or apprenticeships instead. In the U.S.
especially, as demand for certain skills outpaces
supply, this training path is regaining its appeal.
Manufacturing programs, for one, are seeing a
dramatic rise in enrollment among young people,

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92 TRUST RATINGS

Consumption guru Rachel Botsman.

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100 THINGS TO WATCH IN 2013 Repify

93

rates on information such as speed, distance
traveled and time of travel, collected directly

device that links to a car’s computer system,
or they can let the insurer access data from a
car’s telematics system, such as Ford’s Sync or
General Motors’ OnStar. State Farm, Allstate

is among those offering it in the U.K. In Oregon,

each month.

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94
Airlines and hotels have long charged different
prices for the same seat or room, a practice

spenders and the savers.

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100 THINGS TO WATCH IN 2013 kennymatic

VEGETABLE BOXES

popular in the U.K., to pop up in more markets

and mostly organic produce and sometimes meat
and dairy products. They appeal to consumers

and sometimes unfamiliar ingredients. In the

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100 THINGS TO WATCH IN 2013 Soil and Seed

96 VERTICAL FARMING

each 30 feet tall, produce more than 1,000

agricultural production. Watch for this practice to

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VIDEO GAMES AS ART

than entertainment. In March 2012, the
Smithsonian American Art Museum in Washington,

everything from Atari classics like Pac-‐Man to
contemporary epics like BioShock and Uncharted
2
of video games to its collection, including Tetris,
Myst and The Sims.

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100 THINGS TO WATCH IN 2013 MoMA

98

platforms via technologies like interactive touch

And in Germany, shoppers outside one of Adidas’

them for later purchase.

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100 THINGS TO WATCH IN 2013 Adidas

99 WIRELESS CHARGING

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100 THINGS TO WATCH IN 2013 Duracell

100

in the U.S., as consumers seek healthier snacks

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100 THINGS TO WATCH IN 2013 Contact
466 Lexington Avenue
Director of trendspotting Ann M. Mack Ann M. Mack
| Editor/writer
| @JWTIntelligence @annmmack
Senior trends strategist Jessica Vaughn
| @AnxietyIndex
Trends strategist

Trends associate Nicholas Ayala

Senior brand planner

Contributors Aaron Baar

Alec Foege
Geraldine Kan

Design © 2012 J. Walter Thompson Company.
All Rights Reserved.

JWT:

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JWTIntelligence:


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