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100 THINGS TO WATCH
 IN 2010



        1




                 JANUARY 2010
WHAT WE’LL COVER

Background
Our Track Record
100 Things to Watch in 2010 (in alphabetical order)
BACKGROUND
• As part of our annual forecast, JWT presents 100 Things to Watch in 2010.

• Many of the items on our list reflect broader shifts we’ve been following:
    –   Growing awareness and action around health and wellness and the environment
    –   Warp-speed developments in technology
    –   Accelerating demographic, political and economic political power shifts
    –   Industries redefining or reinventing themselves to survive or to fully leverage these power
        shifts

• This year, many of our Things to Watch reflect repercussions of the Great
  Recession, from ―energy dieting‖ to ―luxury goes East‖ to ―trip
  bundling.‖

• While some of our Things to Watch may not yet reflect a broader trend,
  we believe they eventually will ladder up to one.

• The people on our list—from pop culture, sports, politics and other
  sectors—have the potential to drive or shape trends in the near future.
OUR TRACK RECORD
• In the past few years, we’ve been spot-on about what to watch.

• To name just a few Things to Watch from last year:
    –   Credit Card Dieting (As unemployment rose and as credit card companies added fees and
        hiked interest rates, consumers were more likely to pay cash or sign up for the growing
        number of layaway programs. On Dec. 9, MSNBC.com reported that ―Revolving debt, which
        is made up almost entirely of credit card debt, has been falling steadily as people pay down
        their credit card debt and limit their use of plastic. Outstanding debt has fallen for 13
        straight months.‖)

    –   Freebies (We saw marketers of all stripes deploy the ―f‖ word this year, from Harley-
        Davidson’s free-for-a-year offer to Stop & Shop’s free generic drugs promotion to restaurant
        chains like IHOP offering a free kid’s meal with purchase of a regular entree.)

    –   Lady Gaga (This headline-grabbing performer, whose debut album was released in August
        2008, was one of Barbara Walters’ ―10 Most Fascinating People of 2009.‖ Her album, The
        Fame, will be in Billboard’s Top 10 for 2009, and she is Last.fm’s biggest artist for online
        listening this year.)
OUR TRACK RECORD (CONT’D.)
• To name just a few Things to Watch from last year (cont’d.):
    –   Lala.com (We forecast that this music site, which lets users store and share music libraries,
        would ―rise up the radar as a serious rival to iTunes.‖ In the end, Apple bought Lala.com
        for an undisclosed sum.)

    –   Michelle Obama (Barbara Walters named the First Lady the Most Fascinating Person of
        2009. Michelle O. has lived up to expectations that she would become a style icon—
        Women’s Wear Daily dubbed her the First Fashion Plate—while bringing a breeze of fresh
        air (and fresh vegetables) into the White House.)

    –   Netbooks (―Netbook computers, virtually a novelty alternative to notebook PCs only a year
        ago, are the rising stars of the computer industry,‖ reported The New York Times in June.
        According to Information Week, netbooks will account for 22 percent of all laptop,
        notebook and netbook shipments this year, compared with just 5.6 percent in 2008.)

    –   No “Paper” in Newspapers (We said more newspapers would follow The Christian Science
        Monitor and abandon daily print editions, and in March the Seattle Post-Intelligencer shut
        down its print operations, becoming the largest daily paper in the U.S. to go online-only.
        Now publishers are racing to find ways to better monetize their online content—watch for
        novel ideas to proliferate in 2010.)
OUR TRACK RECORD (CONT’D.)
• To name just a few Things to Watch from last year (cont’d.):
    –   Microfinancing’s Second Wave (We forecast that microfinancing would gain a greater
        foothold in developed nations, and in mid-2009, U.S.-based Kiva.org—a middleman
        between people willing to loan small amounts and entrepreneurs in emerging markets—
        responded to Americans’ difficulty with securing credit by expanding to include small,
        struggling businesses on its home turf.)

    –   Other Things to Watch that came to the fore this year included Home as Castle (―Home
        owners will be investing in their living spaces as they anticipate spending more weekends
        within those walls‖), Affordable Nutrition (―While cheaper, junkier and more calorically
        dense food will creep back onto grocery lists, consumers will also be seeking nutritious
        options that fit their budgets‖), More Under One Roof (―Households will get larger as
        people look to pool resources‖) and Incognito Luxury (―Consumers will be more discreet
        about flaunting wealth ... logos will become more subtle and less gaudy‖).
OUR TRACK RECORD (CONT’D.)
• In 2008, we listed French President Nicolas Sarkozy (a runner-up for Time’s
  2008 Person of the year); ―radical transparency‖; and the ―staycation.‖

• In 2007, we were right about Barack Obama, Amy Winehouse, Jennifer
  Hudson, companies going green and age shuffling.

• Check out the following slides to see what you’ll be hearing more about in
  2010. Or to see the interactive version of our 100 Things to Watch in 2010,
  go to the ―2010 and beyond‖ section of JWTIntelligence.com.
100 THINGS TO WATCH
 IN 2010



        8




             IN ALPHABETICAL ORDER
1. 3D AT HOME
 3D is the new HD. Having successfully
 invaded the big screen, it’s on its way to
 the small screen: James Cameron,
 director of the new 3D film Avatar, will
 promote Panasonic’s 3D sets, out next
 year, which will compete with versions
 from Sony and Samsung. British Sky
 Broadcasting is planning to debut a 3D
 satellite channel in the U.K. in 2010.




                                              Photo credit: MarkWallace
2. AIRLINE
   SUBSCRIPTIONS
 United’s new $249 annual fee for
 checked luggage locks in flyers and
 streamlines the check-in procedure.
 With profits down across the industry,
 expect other airlines to follow suit.
 Lounges, food and concierge services
 could all become subscription benefits.




                                           Photo credit: blmurch
3. ALTERNATIVE MEASURES
   OF PROSPERITY
 France’s Joie de Vivre Index,
 initiated by President Nicolas
 Sarkozy, is intended to provide a
 better assessment of well-being than
 the classic measure of economic
 health, the GDP (e.g., it considers
 indicators such as health care and
 family relationships). Sarkozy has
 urged other G20 leaders to adopt
 new indices too. Look for more
 countries or companies to embrace
 alternative measures of prosperity,
 such as the Triple Bottom Line of
 people, profits and planet.
                                        Photo credit: rolands.lakis
4. ALTERNATIVE METALS
   IN JEWELRY
 With gold prices volatile in recent years,
 Asian jewelry makers are turning instead to
 precious metals like palladium and titanium.
 China’s imports of palladium, which is
 cheap, durable and lightweight, have been
 rising steadily; look for more jewelry
 manufacturers to choose it over gold.




                                                Photo credit: Somma
5. ASIA’S WIDENING
   INCOME GAP
 The already wide Asian income gap
 will explode as inflation runs
 rampant: Asia’s rich are fairly
 unscathed, and because interest
 rates remain paltry, they’re using
 their cash to pick up more assets,
 like property and commodities; the
 poor will only get poorer as the price
 of basic necessities skyrockets. More
 social unrest could result, especially
 in politically volatile countries such
 as Thailand, the Philippines, India
 and China.


                                          Photo credit: A y A n
6. AUGMENTED REALITY
 Augmented reality (AR), the superimposing of
 digital information over physical reality, will
 make its way into the hands of mass
 audiences. AR smartphone apps can show
 where subway entrances are located, reveal
 prices of nearby homes or label landmarks for
 tourists. Marketers are getting in on the act,
 including GE and HP, whose AR game Roku’s
 Reward has players chase virtual images
 layered over reality on a phone’s screen.




                                                   Photo credit: Johann Chiang
7. BACON
   EVERYWHERE
 The humble BLT is getting upstaged: Bacon
 is being spotted in everything from cocktails
 (made with bacon-infused liquor or the new
 Bakon Vodka) to desserts, including bacon-
 and-egg ice cream at the famous Fat Duck
 in the U.K., a bacon chocolate bar from
 Vosges Haut-Chocolat and Lollyphile’s
 maple-bacon lollipop.




                                                 Photo credit: clevercupcakes
8. BIO-BASED
   AIRPLANE FUEL
 After three years of trials, carriers
 including Continental, Japan Airlines,
 Virgin Atlantic and Air New Zealand
 are pushing for the use of biofuels in
 commercial jets. Mexican carrier
 Interjet and U.S.-based JetBlue will
 run more flight tests in early 2010.
 According to Boeing, a partner in the
 initial trials, several plant-based fuels
 may get certified for commercial use
 by late 2010.



                                             Photo credit: Micah Sittig
9. BOEING 787
   DREAMLINER
 Boeing’s first all-new jetliner since
 the 777 is expected to use 20
 percent less fuel than similarly sized
 planes, in part because of a reliance
 on lightweight plastic composite
 materials. Delivery, originally
 scheduled for May 2008, is now set
 for Q4 2010; 840 orders had already
 been placed as of November.




                                          Photo credit: markjhandel
10. BOGOTÁ
 With civil conflict in Colombia on
 the wane, Bogotá is becoming a
 vibrant capital. Colonial-era La
 Candelaria, once a guerilla
 battleground, now hosts hotels,
 cafes and galleries. Chefs and
 restaurateurs from around Latin
 America, drawn by low rents, are
 setting up camp in the Gourmet
 Zone (Zona G). Bogotá also flaunts a
 newly potent nightlife, driven by its
 gay-friendly status and recent
 legalization of same-sex unions.


                                         Photo credit: lornapips
11. BRIGHTER
    COLORS
 Saturated carnival colors—blues, oranges,
 greens and yellows—will replace 2009’s paler
 palette; think Cirque du Soleil and Alice in
 Wonderland. We’ll also see more pink and
 orange, a perky antidote to the collective
 funk and a combo that designers Blumarine,
 Isabel Marant and even Christian Dior
 showed for the spring. Brightly colored
 accessories and single pieces will help
 shoppers spruce up neutral wardrobes
 without breaking the bank.



                                                Photo credit: ldhren
12. BUYCOTTING
 The opposite of a boycott, a buycott
 is supported by consumers who make
 a conscious effort to buy from
 companies whose environmental and
 social policies they support.
 Examples: Canadian supporters of
 Israel prompted a buycott of Israeli
 products; people who agreed with
 Whole Foods CEO John Mackey’s
 ideas on health care countered a
 boycott of the store with a buycott
 last summer.


                                        Photo credit: House of Sims
13. CAREY
    MULLIGAN
 This 24-year-old British actress follows up
 her Golden Globe-nominated turn in An
 Education with 2010 roles in Wall Street II:
 Money Never Sleeps and Never Let Me Go
 with Keira Knightley.




                                                Photo credit: canmark
14. COCONUT
    WATER
 As spring water sales continue to
 cool, beverage marketers are
 looking for the next big thing. Sales
 of coconut water—which is low in
 calories and high in potassium—have
 doubled this year to roughly $20
 million, according to Beverage
 Marketing Corp. In September, Coca-
 Cola bought a minority stake in
 coconut water brand Zico.




                                         Photo credit: Rodrigo_Soldon
15. COMPOSTING
 This green habit has been gradually
 picking up adherents; in 2010, watch
 for widening adoption by both
 households and municipalities as
 people grow more aware of its
 benefits (keeping organic materials
 out of landfills, where they release
 methane) and are won over by new
 devices that make composting easier
 and less offputting.




                                        Photo credit: hoyasmeg
16. CONTEMPORARY
    INDIAN ART
 While contemporary Chinese art has
 enjoyed a high profile in the art
 world in recent years, works from
 that other Asian behemoth have
 attracted mostly domestic interest.
 That’s changing, especially among
 buyers from elsewhere in Asia.
 Shanghai’s Museum of Contemporary
 Art had an ―India Now‖ exhibition
 last summer, and the Saatchi Gallery
 in London is spotlighting Indian
 artists in a show starting in January.


                                          Photo credit: Random House
17. CORDLESS
    POWER
 Goodbye, power cords and
 disposable batteries. Using magnetic
 resonance, a company called
 WiTricity is developing a way for
 electricity to travel several feet
 through the air; products using its
 technology could be out by late
 2010. Wireless charging is already
 here, with companies like Powermat
 marketing pads that use magnetic
 induction technology to charge
 electronic devices.


                                        Photo credit: hamron
18. CUSTOMIZED
    PHARMACEUTICALS
 Researchers will soon be able to
 create drugs customized to the
 patient’s DNA. Recent breakthroughs
 in cancer research make it clear that
 ―one size fits all‖ drugs are not the
 best approach. Customized medicine
 is a map-over from customization in
 other sectors, especially food and
 nutrition (customized diets, for
 example).




                                         Photo credit: Dvortygirl
19. DEFICIT
    NEUTRAL
 This term—meaning bills that pay for
 themselves over a certain budget
 period—has become a buzzword in the
 debate over President Obama’s health
 care proposals; watch for it to become
 a mainstay of political debate in these
 budget-challenged times.




                                           Photo credit: *_Abhi_*
20. DONALD
    GLOVER
 The 26-year-old writer, actor, director,
 comic and musician, best known for his
 work as a writer on 30 Rock, is co-
 starring in NBC’s new sitcom Community.
 Glover started out with the online
 comedy group Derrick Comedy, which
 was responsible for this fall’s quirky film
 comedy Mystery Team.




                                               Photo credit: Donald Glover
21. DRY
    SHAMPOO
 Women are discovering dry shampoo—which removes
 oil and build-up from hair sans water—as an on-the-
 go solution for busy schedules, after-work refreshing
 and anytime between regular washes. Exposure is
 spreading through new Sephora distributions,
 celebrity stylist Rachel Zoe and reality TV star Heidi
 Montag, who has a product line in the works.




                                                          Photo credit: BitchBuzz
22. EAST AFRICA
    WIRED
 Getting online in East Africa is slow
 and expensive, but that’s changing
 as high-speed Internet access finally
 arrives. Two undersea cables were
 completed this year, and one more
 will go online in 2010. Kenya, the
 region’s largest economy, can
 potentially develop emerging
 industries such as call centers and
 technology businesses. Rwanda’s
 nascent tech industry will also gain.



                                         Photo credit: oneVillage Initiative
23. ELECTRIC CAR
    NETWORKS
 Networks of charging and battery-
 switching stations—where drivers
 can quickly replace dead batteries—
 are sprouting in countries such as
 Denmark and Israel that are moving
 toward mass adoption of electric
 cars. Five U.S. cities will serve as
 test markets for networks developed
 by ECOtality, which plans to install
 12,750 charge stations in urban
 areas and key highway locations.




                                        Photo Credit: frankh
24. ELECTRIC
    CARS
 GM is set to launch the Chevy Volt in
 the U.S., while Nissan will debut the
 Leaf in the U.S., Europe and Japan.
 Mitsubishi will extend the i MiEV into
 more markets; partner Peugeot will
 launch it in Europe under the name
 iOn. Chinese newcomer BYD will sell
 the e6 in the U.S., and Australian
 automaker Energetique will
 introduce the evMe in Europe.




                                          Photo credit: visnup
25. ELECTRONIC
    LIBRARIES
 Digital books are fast becoming
 available to the public for free:
 Libraries are starting to lend e-books
 and downloadable audio books that
 patrons can access from home;
 Google is working with authorities on
 its controversial plan to create the
 world’s biggest digital library; and
 the EU’s i2010 initiative includes a
 digital libraries program to make
 Europe’s ―cultural resources and
 scientific records‖ electronically
 accessible.


                                          Photo credit: schex
26. ELLEN ON
    IDOL
 When the ninth season of American
 Idol premieres in January, fans and
 skeptics alike will be watching to
 see how comedian and TV show host
 Ellen DeGeneres fares in the ―nice
 judge‖ role vacated by Paula Abdul.




                                       Photo Credit: Alan Light
27. ENERGY
    DIETING
 The recession has prompted more
 businesses and consumers to put
 themselves on an ―energy diet‖
 (buying more energy-efficient
 machines, keeping lights off longer,
 etc.). As they rack up savings—and
 come to think of themselves as more
 green—this practice will become
 habit.




                                        Photo credit: avlxyz
28. ETHICAL
    FASHION
 As upmarket shoppers reject flashy
 fashions, they’re increasingly
 interested in feel-good luxury,
 especially as ethical clothing expands
 beyond casual wear. More affordable
 options will also proliferate; Walmart,
 H&M and American Apparel already
 offer organic cotton lines. In the U.K.,
 the ethical fashion market has more
 than quadrupled in the last five years,
 reaching £175 million, according to
 Mintel.



                                            Photo credit: DaveBleasdale
29. EUROPEAN
    FREE SPEECH
 What Dutch newspapers are calling the
 ―trial of the century‖ will turn the focus of
 the debate over Muslim assimilation in
 Europe to free speech when it kicks off in
 January. Right-wing Dutch parliamentarian
 Geert Wilders is being prosecuted for hate
 speech crimes for his provocative
 opposition to Islam. The trial will add fuel
 to a fire stoked recently by the Swiss vote
 to ban minarets and French president
 Nicolas Sarkozy's opposition to the burqa.




                                                 Photo credit: sjgibbs80
30. EXOTIC BERRY
    FLAVORS
 Watch for several varieties of
 hitherto unheard-of antioxidant-rich
 berries—among them aronia,
 yumberry and maqui berry—to
 become the next acai berry: the
 must-eat superfood that pops up in
 everything from juices and teas to
 cereal and energy bars.




                                        Photo credit: joe calhoun
31. FERMENTATION

 This age-old, inexpensive process of
 preserving vegetables is coming back into
 fashion. Cleaner and safer than canning, the
 process also produces the healthful bacteria
 known as probiotics. Root vegetables,
 cabbage and fruits are all well-suited for
 fermentation.




                                                Photo credit: igb
32. FERNANDO
    TORRES
 Spanish football striker Torres, who hit the
 top of his game in the 2009 English Premier
 League while playing for Liverpool, will don
 his national team’s jersey for the 2010 World
 Cup. ―El Niño,‖ who at 25 has clocked a
 record 60 games for his national side, is sure
 to command headlines.




                                                  Photo credit: Nigel Wilson
33. FOURSQUARE
 Foursquare is a mobile gaming app that uses
 geo-tagging technology to help users find and
 share new bars, restaurants and other venues
 with friends. Available for several dozen
 cities worldwide so far, it will expand its
 reach in 2010, and gain new users and venues
 in existing locales. Foursquare is a leading
 player in the emerging category of games
 that leverage the convergence of
 smartphones, GPS and the social Web.




                                                 Photo credit: cote
34. GAMBLING IN
    SINGAPORE
 Singapore will get its first casinos,
 projects that follow the
 government’s 2005 legalization of
 casino gaming in a bid to boost the
 city-state’s allure. Two mega-
 casinos—Resorts World, on the
 holiday island of Sentosa, and the
 Marina Bay Sands—will attract the
 attention of holidaymakers (and
 gamblers) from the region and
 beyond.




                                         Photo credit: conorwithonen
35. GAMING
    SOFTWARE
 With the rise of cheap apps, gaming is shifting
 from a focus around hardware to a software-
 centric industry. Watch for console sales to slip
 and the number of game titles accessible
 through the cloud or as apps to explode. And
 as companies scramble to adapt games for
 handhelds, expect fewer sophisticated releases
 designed for home platforms.




                                                     Photo credit: tvol
36. GREEN
    RETROFITS
 The retrofitting of homes and buildings to
 make them more energy efficient will ramp
 up. In the U.S., tax credits and stimulus
 money for this purpose will help drive
 change; California has allocated as much as
 $3.1 billion to cut residential power needs,
 including retrofitting programs. Changes in
 regulations are also helping to motivate
 commercial landlords and developers, plus
 green buildings can command higher prices
 and tend to move faster.




                                                Photo credit: Center for Neighborhood Technology
37. GREENING
    THE PALATE
 People will become increasingly aware of
 the impact their food choices make on the
 environment, well beyond local sourcing
 issues. Some foods (notably red meat) have
 a much bigger carbon footprint than
 others; some choices are better in terms of
 water consumption; and foods with palm
 oil are being linked to rainforest
 destruction. In Sweden, which is
 formulating dietary guidelines that take
 emissions into account, some restaurants
 and food manufacturers are already listing
 emissions information.


                                               Photo credit: paPisc
38. HAND-ME-UPS

 More people will start ―handing up‖ their
 cell phones, digital cameras, computers
 and other electronic gadgets to their
 parents when they want to upgrade. The
 older items are often easier to master for
 those interested only in these tools’ basic
 functions.




                                               Photo credit: sergis blog
39. HANDWRITING
 Many children today can’t write quickly
 and clearly by hand, and their elders
 aren’t much better. The art of
 handwriting will make a return as an
 offshoot of both the slow and traditionalist
 movements.




                                                Photo credit: a.drian
40. HARRY POTTER
    IN ORLANDO
 Another year, another Potter
 phenomenon: This time it’s the
 Wizarding World of Harry Potter at
 Universal Orlando’s Islands of
 Adventure park, opening in spring
 2010. Expect hordes of Potterites to
 descend on the attractions, shops
 and restaurants of Hogsmeade
 Village.




                                        Photo credit: ffg
41. HAUTE FASHION
    ON EBAY
 High-profile designers have been
 doing ―masstige‖ collections for
 H&M, Target and other budget
 retailers for a while, but look for the
 lines between high and low to blur
 even further in a post-recession
 economy. Narciso Rodriguez, most
 famous for Michelle Obama’s
 election night dress, will sell a sub-
 $350 line exclusively through eBay
 this spring.




                                           Photo credit: liewcf
42. HYBRID
    BOATS
 Hybrid boats are a challenge to
 engineer, given the power needed to
 overcome water resistance, but a
 few are already on the market, and
 more are expected as stricter
 standards for marine engines go into
 effect. The Epic 23e, the first hybrid
 sport boat, shipped in September;
 other manufacturers offer a hybrid
 pleasure boat, a yacht and a
 catamaran-style speedboat.




                                          Photo credit: Port of San Diego
43. IMPACT OF THE
    U.K. GENERAL ELECTION
 While opinion polls suggest the
 Conservative Party has double-digit
 leads over Gordon Brown’s Labour
 Party, six months is a lifetime in
 politics. The result of the elections
 will help shape global politics for the
 near future.




                                           Photo credit: World Economic Forum
44. IRONIC
    SPORTS
 Disenchanted with the regulated
 uniformity of traditional team
 sports, athletes in cities worldwide
 are inventing their own, generally a
 combo of team and urban sports
 that appeal to the players’ sense of
 individuality. Sports like bicycle
 polo, beach tennis and roller derby
 will continue to gain momentum.




                                        Photo credit: TurtleBayResort
45. JAPAN ON
    THE SIDELINES
 China will bump Japan from its
 position as the world’s second
 biggest economy. The recession, the
 rising unemployment rate and
 Japan’s aging population are helping
 to push the former powerhouse to
 the sidelines. While China’s
 economy has grown about 10
 percent a year for the last decade,
 Japan’s per-capita GDP has fallen to
 19th in the world.




                                        Photo credit: artemuestra
46. JAPAN’S
    FIRST LADY
 While Japan’s first spouses tend to
 stay out of the spotlight, Miyuki
 Hatoyama promises to be different.
 She’s already made a name for
 herself—as a musical actress and
 ―tarento‖ (talent) on the talk show
 circuit, a cookbook author and a
 self-described UFO passenger—and
 her colorful personality is unlikely to
 stay in the shadows now that
 Japan’s old guard is out.




                                           Photo credit: Lawrence Jackson, White House photographer
47. JAY
    CHOU
 One of Asia’s biggest pop stars, Taiwanese
 singer/actor Chou will make his Hollywood
 debut as Kato—a role originally made
 famous by Bruce Lee—in Michel Gondry’s
 Green Hornet, due out Christmas 2010. In
 Hong Kong, Chou has been the best-selling
 Mandarin artist for the past four years.




                                              Photo credit: buncheduptv
48. KINDLE
    RIVALS
 The e-reader market is finally giving
 Amazon’s Kindle some competition:
 There’s Sony’s Reader Daily Edition,
 which has a few advantages over the
 Kindle, along with Barnes & Noble’s
 recently released Nook. Plastic Logic
 is launching the Que, Samsung is
 entering the market, and Apple’s
 upcoming tablet reportedly will also
 compete in this space. Amazon
 recently dropped the Kindle’s price
 to better compete.



                                         Photo credit: richardmasoner
49. LED
    BULBS
 CFLs are rapidly replacing
 incandescents, but LED bulbs use
 even less energy, last longer (up to
 50,000 hours) and don’t contain
 mercury. The catch is their price tag
 (roughly $40 to $100-plus per bulb),
 but new breakthroughs are likely to
 bring costs down. The U.S.
 Department of Energy is testing the
 first entry for its L Prize, a contest
 to create a better LED-based
 alternative to a 60-watt bulb, from
 Philips.

                                          Photo credit: trenttsd
50. LI
    NING
 The Nike of China, named for the
 country’s Olympic medalist hero, is
 cautiously expanding globally,
 thanks to a massive rebranding. Li
 Ning products are based on the
 Chinese concept of sport as a
 person’s overall movement—active
 moments integrated into everyday
 life—rather than a formal,
 categorized activity.




                                       Photo credit: www.lining.com
51. LIFESTREAMING

 Online sharing will accelerate with
 the emergence of lifestreaming:
 aggregating one’s social media
 channels via applications like
 Posterous and Tumblr, resulting in a
 centralized stream of text, images,
 videos and links. This new
 communication channel bridges old-
 school blogs and Twitter. AOL has a
 lifestreaming platform, and Yahoo!
 is said to have one in the works.




                                        Photo credit: fbueno.net
52. LIONEL
    MESSI
 This increasingly prolific 22-year-old
 Argentinean will be a player to
 watch during the 2010 World Cup. A
 star for Barcelona, Messi is being
 touted as the greatest left-footer
 since Maradona, who has called him
 the world’s best player; Messi has
 already won the Ballon d’Or and
 FIFA World Player of the Year
 nominations, as well as Olympic
 Gold.




                                          Photo credit: prettyfriendship
53. LITTLE
    BOOTS
 This British electro-pop artist has both
 pop-star potential (with comparisons to
 Lady Gaga and Kylie Minogue) and an indie
 music following. She’s building momentum
 among American and Japanese fans of
 ―smart pop,‖ who love her DIY vibe and
 homemade YouTube videos, in which she
 plays the Tenori-on, a ―beat visualizer‖
 from Japan.




                                             Photo credit: DesheBoard
54. LOCAL, NONPROFIT
    ONLINE NEWSPAPERS
 Watch for more so-called public
 media organizations that emulate
 the Voice of San Diego, MinnPost in
 the Twin Cities, the new Texas
 Tribune and a well-funded upcoming
 San Francisco venture, among
 others. Meanwhile, legislation
 before the U.S. Congress would help
 existing newspapers gain nonprofit
 status.




                                       Photo credit: alex-s
55. LOST
    SERIES FINALE
 In 2007, ABC announced that Lost
 would end its run in May 2010.
 Expect Seinfeld-level buzz to
 surround the sixth-season conclusion
 to the complex thriller.




                                        Photo credit: hairlichkeit
56. LUXURY
    GOES EAST
 With developed-world consumers
 eschewing conspicuous consumption
 and China now home to more high-
 net-worth individuals than the U.K.,
 the high-end luxury market is
 moving East. Record-breaking sales
 in fine wine, antique diamonds and
 art at Sotheby’s auctions in Hong
 Kong point to an upper class that’s
 looking to amass tangible assets,
 flaunt their success and stand out
 from the crowd. This is likely to
 influence product development as
 well as business models.

                                        Photo credit: Hong Kong dear Edward
57. MARINA
    SILVA
 Some are comparing this Brazilian
 politician and environmentalist to
 President Obama: She’s black,
 charismatic and from a poor family.
 Earlier this year she was awarded
 the Sophie Prize, an environment
 and development award. Although a
 long shot, she’s expected to run in
 the 2010 presidential election.




                                       Photo credit: Egeu Laus
58. MIA
    WASIKOWSKA
 2010’s biggest new ingénue may be Mia
 Wasikowska, who plays the title role in
 Tim Burton’s Alice in Wonderland, due
 in March. She’ll also co-star in The Kids
 Are All Right with Annette Bening and
 Julianne Moore. The 20-year-old
 Australian is so far best known for her
 role as Sophie in HBO’s In Treatment.




                                             Photo credit: Loren Javier
59. MICHAEL JACKSON
    TRIBUTE CONCERT
 A mega-concert to honor Jackson,
 originally slated for September 2009
 in Vienna, will take place at
 London’s Wembley Stadium in June,
 a year after the King of Pop’s death.
 Expect more hyped-up global
 coverage.




                                         Photo credit: ricardodiaz11
60. MOBILE
    MONEY
 Increasingly, people will be able to
 send money via their mobile phones
 as quickly as they would a text
 message. In the developing world,
 this helps entrepreneurs overcome
 infrastructure issues, and allows
 banks and retailers to reach people
 in remote rural areas; in the
 developed world, it may breathe
 new life into retail markets.




                                        Photo credit: Asim Bijarani
61. MOBILE
    TICKETING
 Flashing cell phones at airports and
 event venues will replace paper
 tickets. Traditional boarding passes
 are becoming passé, with some
 major airports using scanners to
 read bar-coded passes and several
 airlines shifting to paperless check-
 in. Ticketmaster started large-scale
 mobile ticketing in the U.S. in April;
 Bollywood fans don’t need tickets
 torn at Indian cinemas; and a new
 service from ticket operator Paylogic
 and Mobiqa, an innovator in mobile
 ticketing, is rolling out in the
 Netherlands.
                                          Photo credit: kawanet
62. MORE VIRTUAL
    CURRENCIES
 Watch for peer-to-peer virtual
 currencies to expand beyond the
 realms of online gaming and Second
 Life. Hub Culture, for example, is a
 global network of people who trade
 goods, services and knowledge using
 a digital currency called Ven. Social
 networks with built-in trust and
 reputation factors will help drive
 this trend. Some are rallying around
 Craig Newmark to create a digital
 currency around Craigslist.



                                         Photo credit: Ivan Walsh
63. NEW PORTRAIT OF
    HISPANIC AMERICA
 For the first time, English-Spanish
 Census forms will be distributed to
 13 million households in high-density
 Hispanic areas. The 2010 Census will
 also define Hispanic as an ethnicity,
 separate from race, potentially
 boosting the number of Hispanics
 counted.




                                         Photo credit: Adrian Miles ©
64. “NUTRITION-WASHING”

 Watch for a backlash from
 government authorities and experts
 against the proliferation of health and
 nutrition claims from food and
 beverage brands. Much as
 ―greenwashing‖ has made consumers
 skeptical about brands’ environmental
 claims, shoppers will increasingly take
 health messaging with a grain of salt.




                                           Photo credit: Dan4th
65. OBESOGENS

 Watch for policies on environment
 pollutants to be spurred by a
 growing body of research on
 obesogens, chemical compounds in
 the environment—notably from
 plastics—that can turn developing
 cells into fat cells. These stay with a
 child for life, making weight loss
 difficult.




                                           Photo credit: everyone’s idle
66. ORGANIC
    FAST FOOD
 Organic is the new hook in quick-service
 eateries, with chains such as Organic to
 Go and O!Burger popping up around the
 U.S. The wave is hitting Europe too. Look
 for more chains in more regions.




                                             Photo credit: kyz
67. PANDEMIC
    FATALISM
 SARS, avian flu, swine flu ... we’ve
 been bombarded with so many
 candidates for a global pandemic
 and so much media hyperventilation
 that, for better or worse, we’ll soon
 start to tune out.




                                         Photo credit: Y
68. PAYING FOR
    ONLINE CONTENT
 Content providers will attempt to engineer
 a paradigm shift from free to fee. Five
 major magazine and newspaper publishers
 in the U.S. recently launched a venture
 that would create an iTunes-like digital
 store for their content. In the U.K., about
 70 percent of respondents to an annual
 survey by the Association of Online
 Publishers said they plan to start charging
 for content or already do so.




                                               Photo credit: stevendepolo
69. THE
    PIRATE PARTY
 While critics dismiss them as just a
 bunch of kids proclaiming their
 right to free file-sharing, this
 grassroots movement is broadening
 to embrace issues of the digital
 age: censorship, privacy rights and
 civil liberties on the Web. The
 Pirate Party, active in 28 countries
 in Europe and North America, is
 already the third-largest in Sweden
 (home of Pirate Bay, the
 controversial file-sharing site),
 where one member was elected to
 the European Parliament last June
 and another, last November.
                                        Photo credit: theimpressionist.co.uk
70. PLAYSTATION 3
    MOTION CONTROLLER
 In spring 2010, Sony will challenge
 Nintendo’s Wii with a motion
 controller that, when used in
 combination with the PlayStation
 Eye camera, can also detect a
 player’s voice, body motion and face
 and show the player’s image on the
 TV screen.




                                        Photo credit: włodi
71. POST-LULA
    BRAZIL
 Called ―the most popular politician on
 earth‖ by President Obama, Brazilian
 president Luiz Inácio Lula da Silva has ably
 guided his nation through the downturn.
 But Lula’s term expires next year, and
 everyone in Latin America will be
 watching to see how Brazil defines its
 future come the October elections.




                                                Photo credit: World Economic Forum
72. PRO
    MODDING
 Video game ―modding‖—modifying
 software to create new content—
 has thus far been strictly amateur,
 but in 2010 several titles will allow
 users to modify or add content and
 sell their version through the
 developer’s distribution network.
 Modders will receive a share of
 profits. For example, musicians can
 sell their tracks in the Rock Band
 virtual store (subject to peer
 review) at prices they set
 themselves.


                                         Photo credit: mark sebastian
73. PUBLIC
    BICYCLES
 These are becoming common street
 furniture in cities worldwide as an
 antidote to traffic, pollution and
 obesity. Next year Boston and
 London will roll out public-use bikes;
 Paris and Barcelona both embraced
 similar programs in the last two
 years. This year, dozens of European
 cities pledged in the Charter of
 Brussels to boost the number of
 commuter trips by bike to 15
 percent by 2020. The first global
 urban bicycling conference takes
 place in June in Copenhagen.
                                          Photo credit: infomatique
74. RECYCLING
    GRAY WATER
 As water shortages become a growing
 problem around the world, watch for more
 focus on recycling ―gray water‖—
 wastewater from bathing, dishwashing,
 etc.—in residential and commercial
 buildings. Government regulation is being
 loosened to allow its use, primarily for
 landscape irrigation and in toilets.




                                             Photo credit: Wonderlane
75. RETAIL AS
    THIRD SPACE
 Retail spaces will increasingly serve
 as a ―third space‖ that’s only partly
 about shopping. Cash-strapped
 consumers can enjoy free services
 and entertainment or just socialize,
 while retailers attract more
 potential shoppers. Apple stores are
 a prime example; now Apple’s Steve
 Jobs is leading a revamp of Disney
 stores intended to make them more
 experiential. In China, IKEA has
 become a daytrip destination—
 whether or not visitors have any
 intention to buy.
                                         Photo credit: Max Braun
76. RETURN OF THE
    WATER FOUNTAIN
 The water fountain is undergoing a resurgence
 and redesign as people seek alternatives to
 single-use plastic bottles. New water-refilling
 stations charge a small fee for replenishing
 reusable bottles. Several so-called HydraChill
 stations, installed in London in October,
 charge 20 pence, which goes to an
 environmental group.




                                                   Photo credit: Dan..
77. RUNAWAY
    DEMOCRACY
 For better or worse, the public will
 increasingly expect—and be
 granted—a say in matters ranging
 from governance (Americans had a
 chance to submit ideas to the new
 Obama administration) to business
 (in 2010, U.K. Walmart subsidiary
 Asda will involve customers in
 product development and other
 business decisions) to entertainment
 (concertgoers voting via SMS on a
 band’s encore song).



                                        Photo credit: ponchosquealº
78. SILENT DANCE
    PARTIES
 The idea of dancing to the beat
 via headphones—allowing
 partyers to pick their preferred
 music genre while leaving the
 neighbors undisturbed—is
 moving beyond music festivals
 and alternative venues. In the
 U.K., silent discos have been
 featured at weddings, Silent
 Sound Systems sells home kits,
 and several companies are
 focused around organizing these
 parties.


                                    Photo credit: lu_lu
79. SKI CROSS AT
    WINTER OLYMPICS
 The Vancouver Olympics will mark the
 Winter Games debut of this sport, which
 combines freestyle and alpine skills on
 rigorous courses and is likely to bring new
 excitement to the ski competitions.




                                               Photo credit: Tim in Sydney
80. SLOW
    BEVERAGES
 There’s ―slow food,‖ and now there
 are slow-down beverages—anti-Red
 Bulls. Brands including Slow Cow,
 Drank, Jones GABA, Mary Jane’s
 Relaxing Soda and OmegaChill are
 fortified with ingredients such as
 chamomile, melatonin and valerian
 root that purportedly promote
 calming; some take on the energy-
 drink category directly by claiming
 to also boost mental focus and
 concentration.



                                       Photo credit: Francis Bourgouin
81. SLOW
    COMMUNICATION
 A backlash against today’s
 proliferation of speedy and
 thoughtless Tweets, status updates
 and e-mails, and our always-on,
 skim-and-pass-along communication
 habits. Watch for more Web-based
 products and services like
 woofertime.com, a Twitter-parody
 site that requires at least 1,400
 characters per post, and Email
 Addict from Google Labs, which
 forces 15-minute e-mail breaks by
 freezing the user’s e-mail window.


                                      Photo credit: kafka4prez
82. SPANISH
    E-BOOKS
 Watch for Spanish-speaking countries to join
 the e-book age: In the first big announcement
 related to digital books in Spanish, several of
 Latin America’s major publishing houses have
 joined together to offer a catalog of Spanish
 e-books, due in May.




                                                   Photo credit: ceslava.com
83. SPIDER-MAN ON
    BROADWAY
 The classic superhero will make his next
 appearance on the Great White Way
 come February. The director of
 Broadway’s The Lion King will helm
 Spider-Man: Turn Off the Dark, while
 U2’s Bono and Edge will collaborate on
 the music.




                                            Photo credit: shane o mac
84. SPOTIFY

 This year-old ad-based and subscription
 streaming-music service allows users to
 listen to music anytime, anywhere for free.
 It’s big in Europe and is expanding to the
 U.S. and Canada. A Spotify iPhone app was
 recently released, and there’s talk of
 building a social network around the service.




                                                 Photo credit: cellanr
85. STEPHEN
    STRASBURG
 The No. 1 overall pick in the 2009
 Major League Baseball draft
 recently signed a record four-
 year, $15.1 million contract with
 the Washington Nationals. The
 21-year-old rookie’s 2010
 Nationals debut is keeping fans in
 high anticipation.




                                      Photo credit: MissChatter
86. STEVIA

 A year after the U.S. FDA approved this
 no-calorie herbal sweetener for use in
 food and beverages, an array of stevia-
 sweetened products touting ―all natural‖
 claims are on their way to market.
 Although manufacturers are still working
 out taste issues, Mintel expects stevia
 sales to jump from $21 million in 2008 to
 upward of $2 billion by the end of 2011.




                                             Photo credit: Akajos
87. TACTILE/VISUAL
    DESIGN
 With the proliferation of touch
 screens, watch for more
 tactile/visual experiences that
 borrow from games to creep
 into user interface design—
 e.g., users unlock the T-Mobile
 G1 phone by drawing specific
 patterns on the screen. This
 type of contextual pattern
 matching is great for easy
 recall and makes mundane
 actions more fun, interactive
 and intuitive.


                                   Photo credit: bpedro
88. TRIP
    BUNDLING
 Business travelers are saving
 money and cutting down their
 time away from home by trading
 multiple short trips for longer
 ones that combine two or three
 destinations.




                                   Photo credit: edkohler
89. TV FOR
    TWEEN BOYS
 TV marketers have many avenues
 for reaching tween girls, but boys
 are more elusive. Now Cartoon
 Network is targeting this
 demographic with live-action and
 reality shows like Dude, What
 Would Happen. Disney’s
 rebranded channel Disney XD is
 counting on partnerships with
 ESPN and the anime series Naruto
 Shippuden; its purchase of Marvel
 Entertainment also brings icons
 like Iron Man and Spider-Man into
 the fold.
                                      Photo credit: mobu27
90. TV/WEB
    INTEGRATION
 At the same time that TV viewers are
 migrating in droves to the Web, many
 new TV sets are adding Web access
 capabilities. As real-time, interactive
 TV viewing gains steam, watch for
 more live chat and Tweeting to
 accompany broadcasts. Watch also for
 more futuristic technology, like the
 remote control IBM is developing that
 automatically blogs or Tweets what
 the user is watching.




                                           Photo credit: sarahintampa
91. URBAN FRUIT
    GLEANING
 Mix the traditional practice of collecting
 leftovers from farmers’ fields with social
 networking and you’ve got urban fruit
 gleaning. Web sites in the U.S., U.K. and
 Canada encourage produce proponents to
 post about fruit trees in public areas that
 can be harvested and surplus goods from
 home gardens, and connect people who
 want to swap too many tomatoes for a
 bumper crop of apples.




                                               Photo credit: MizGingerSnaps
92. U.S.-CUBA
    TIES
 The Obama administration has
 been working to make Cuba more
 accessible to U.S. citizens and
 businesses. As Congress continues
 to debate lifting the trade
 embargo, more Americans say it’s
 time to establish ties with their
 nearby neighbor. The island is a
 potential market for everything
 from agricultural products to
 telecommunications to
 automobiles.




                                     Photo credit: futureatlas.com
93. VIDEO

 Portable video cameras are in the
 hands of more people than ever,
 with the addition of video to the
 iPhone 3GS and the updated iPod
 Nano. Look for video content to
 surge, further driving the boom in
 online video viewership. And expect
 more surreptitiously filmed
 surveillance footage. A fitness chain
 in Minnesota has already banned
 Nanos from locker rooms.




                                         Photo credit: tomsun
94. VIRTUAL
    HOUSE CALLS
 More doctors are seeing patients
 via the Web, whether they are
 across town, across the country
 or on the other side of the world.
 While telemedicine gives people
 in remote locations better access
 to care, it’s increasingly being
 seen as a way for busy patients
 everywhere to get attention more
 quickly. It could also be a
 prescription for reducing health
 care costs.




                                      Photo credit: southerntabitha
95. VOLUNTEER
    REWARDS
 A new model is emerging to encourage
 volunteerism: Give something, get
 something in return. U.S.-based Sage
 Hospitality’s ―Give a Day, Get a Night‖ offer
 provides free accommodation at their hotels
 to people who donate a day of their time to
 charity. In January, Disney kicks off ―Give a
 Day, Get a Disney Day,‖ which will reward a
 million certified U.S. volunteers with a free
 day in a Disney park.




                                                 Photo credit: Loren Javier
96. WATER FOOTPRINT
    TRACKING
 The latest eco-conscious label in the consumer
 packaged goods industry tells consumers how
 much water was used to produce a product.
 Finnish food manufacturer Ravintoraisio is one of
 the first companies to adopt the water footprint
 indicator.




                                                     Photo credit: dumbledad
97. THE WATERLESS
    WASHING MACHINE
 Using nylon polymer beads, which
 pull stains off fabric, this machine
 requires just a cup of water. It
 saves energy as well: Since the
 clothes come out virtually dry,
 there’s little need for a dryer. The
 washers, developed by U.K.
 company Xeros, will initially be
 marketed to commercial laundry
 operations, beginning in 2010.




                                        Photo credit: Izzard
98. THE
    WINE-TAIL
 Sangria is old news: Mixing wine
 with juices, hard spirits and soda
 is going in new directions as
 mixologists create various ―wine-
 tails.‖ These cocktails come
 without the high alcohol
 content—appealing in these tone-
 it-down times.




                                      Photo credit: biskuit
99. THE
    WONDER GIRLS
 With their good looks, slick packaging,
 infectious pop songs and trend-setting videos,
 this South Korean girl group has conquered
 Asia and has its sights on the rest of the
 world. The Girls, who recently became the
 first Korean act to crack the Top 100 Billboard
 chart in the U.S., will release their next U.S.
 album in February.




                                                   Photo credit: amylynne.
100. ZACH
     GALIFIANAKIS
 Hollywood’s newest lovable, schlubby nerd is a
 40-year-old actor and comedian whose breakout
 role in 2009’s The Hangover has led to co-
 starring roles in Due Date with Robert Downey
 Jr. and Dinner for Schmucks with Steve Carell,
 both due in 2010.




                                                  Photo credit: www.zachgalifianakis.com
THANK YOU




              109



   Ann M. Mack,   Director of Trendspotting, JWT Worldwide, ann.mack@jwt.com

     WWW. JWT.COM | WWW.JWTINTELLIGENCE.COM | WWW.ANXIETYINDEX.COM

                                     © 2010 J. Walter Thompson Company. All Rights Reserved.

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JWT: 100 Things to Watch in 2010

  • 1. 100 THINGS TO WATCH IN 2010 1 JANUARY 2010
  • 2. WHAT WE’LL COVER Background Our Track Record 100 Things to Watch in 2010 (in alphabetical order)
  • 3. BACKGROUND • As part of our annual forecast, JWT presents 100 Things to Watch in 2010. • Many of the items on our list reflect broader shifts we’ve been following: – Growing awareness and action around health and wellness and the environment – Warp-speed developments in technology – Accelerating demographic, political and economic political power shifts – Industries redefining or reinventing themselves to survive or to fully leverage these power shifts • This year, many of our Things to Watch reflect repercussions of the Great Recession, from ―energy dieting‖ to ―luxury goes East‖ to ―trip bundling.‖ • While some of our Things to Watch may not yet reflect a broader trend, we believe they eventually will ladder up to one. • The people on our list—from pop culture, sports, politics and other sectors—have the potential to drive or shape trends in the near future.
  • 4. OUR TRACK RECORD • In the past few years, we’ve been spot-on about what to watch. • To name just a few Things to Watch from last year: – Credit Card Dieting (As unemployment rose and as credit card companies added fees and hiked interest rates, consumers were more likely to pay cash or sign up for the growing number of layaway programs. On Dec. 9, MSNBC.com reported that ―Revolving debt, which is made up almost entirely of credit card debt, has been falling steadily as people pay down their credit card debt and limit their use of plastic. Outstanding debt has fallen for 13 straight months.‖) – Freebies (We saw marketers of all stripes deploy the ―f‖ word this year, from Harley- Davidson’s free-for-a-year offer to Stop & Shop’s free generic drugs promotion to restaurant chains like IHOP offering a free kid’s meal with purchase of a regular entree.) – Lady Gaga (This headline-grabbing performer, whose debut album was released in August 2008, was one of Barbara Walters’ ―10 Most Fascinating People of 2009.‖ Her album, The Fame, will be in Billboard’s Top 10 for 2009, and she is Last.fm’s biggest artist for online listening this year.)
  • 5. OUR TRACK RECORD (CONT’D.) • To name just a few Things to Watch from last year (cont’d.): – Lala.com (We forecast that this music site, which lets users store and share music libraries, would ―rise up the radar as a serious rival to iTunes.‖ In the end, Apple bought Lala.com for an undisclosed sum.) – Michelle Obama (Barbara Walters named the First Lady the Most Fascinating Person of 2009. Michelle O. has lived up to expectations that she would become a style icon— Women’s Wear Daily dubbed her the First Fashion Plate—while bringing a breeze of fresh air (and fresh vegetables) into the White House.) – Netbooks (―Netbook computers, virtually a novelty alternative to notebook PCs only a year ago, are the rising stars of the computer industry,‖ reported The New York Times in June. According to Information Week, netbooks will account for 22 percent of all laptop, notebook and netbook shipments this year, compared with just 5.6 percent in 2008.) – No “Paper” in Newspapers (We said more newspapers would follow The Christian Science Monitor and abandon daily print editions, and in March the Seattle Post-Intelligencer shut down its print operations, becoming the largest daily paper in the U.S. to go online-only. Now publishers are racing to find ways to better monetize their online content—watch for novel ideas to proliferate in 2010.)
  • 6. OUR TRACK RECORD (CONT’D.) • To name just a few Things to Watch from last year (cont’d.): – Microfinancing’s Second Wave (We forecast that microfinancing would gain a greater foothold in developed nations, and in mid-2009, U.S.-based Kiva.org—a middleman between people willing to loan small amounts and entrepreneurs in emerging markets— responded to Americans’ difficulty with securing credit by expanding to include small, struggling businesses on its home turf.) – Other Things to Watch that came to the fore this year included Home as Castle (―Home owners will be investing in their living spaces as they anticipate spending more weekends within those walls‖), Affordable Nutrition (―While cheaper, junkier and more calorically dense food will creep back onto grocery lists, consumers will also be seeking nutritious options that fit their budgets‖), More Under One Roof (―Households will get larger as people look to pool resources‖) and Incognito Luxury (―Consumers will be more discreet about flaunting wealth ... logos will become more subtle and less gaudy‖).
  • 7. OUR TRACK RECORD (CONT’D.) • In 2008, we listed French President Nicolas Sarkozy (a runner-up for Time’s 2008 Person of the year); ―radical transparency‖; and the ―staycation.‖ • In 2007, we were right about Barack Obama, Amy Winehouse, Jennifer Hudson, companies going green and age shuffling. • Check out the following slides to see what you’ll be hearing more about in 2010. Or to see the interactive version of our 100 Things to Watch in 2010, go to the ―2010 and beyond‖ section of JWTIntelligence.com.
  • 8. 100 THINGS TO WATCH IN 2010 8 IN ALPHABETICAL ORDER
  • 9. 1. 3D AT HOME 3D is the new HD. Having successfully invaded the big screen, it’s on its way to the small screen: James Cameron, director of the new 3D film Avatar, will promote Panasonic’s 3D sets, out next year, which will compete with versions from Sony and Samsung. British Sky Broadcasting is planning to debut a 3D satellite channel in the U.K. in 2010. Photo credit: MarkWallace
  • 10. 2. AIRLINE SUBSCRIPTIONS United’s new $249 annual fee for checked luggage locks in flyers and streamlines the check-in procedure. With profits down across the industry, expect other airlines to follow suit. Lounges, food and concierge services could all become subscription benefits. Photo credit: blmurch
  • 11. 3. ALTERNATIVE MEASURES OF PROSPERITY France’s Joie de Vivre Index, initiated by President Nicolas Sarkozy, is intended to provide a better assessment of well-being than the classic measure of economic health, the GDP (e.g., it considers indicators such as health care and family relationships). Sarkozy has urged other G20 leaders to adopt new indices too. Look for more countries or companies to embrace alternative measures of prosperity, such as the Triple Bottom Line of people, profits and planet. Photo credit: rolands.lakis
  • 12. 4. ALTERNATIVE METALS IN JEWELRY With gold prices volatile in recent years, Asian jewelry makers are turning instead to precious metals like palladium and titanium. China’s imports of palladium, which is cheap, durable and lightweight, have been rising steadily; look for more jewelry manufacturers to choose it over gold. Photo credit: Somma
  • 13. 5. ASIA’S WIDENING INCOME GAP The already wide Asian income gap will explode as inflation runs rampant: Asia’s rich are fairly unscathed, and because interest rates remain paltry, they’re using their cash to pick up more assets, like property and commodities; the poor will only get poorer as the price of basic necessities skyrockets. More social unrest could result, especially in politically volatile countries such as Thailand, the Philippines, India and China. Photo credit: A y A n
  • 14. 6. AUGMENTED REALITY Augmented reality (AR), the superimposing of digital information over physical reality, will make its way into the hands of mass audiences. AR smartphone apps can show where subway entrances are located, reveal prices of nearby homes or label landmarks for tourists. Marketers are getting in on the act, including GE and HP, whose AR game Roku’s Reward has players chase virtual images layered over reality on a phone’s screen. Photo credit: Johann Chiang
  • 15. 7. BACON EVERYWHERE The humble BLT is getting upstaged: Bacon is being spotted in everything from cocktails (made with bacon-infused liquor or the new Bakon Vodka) to desserts, including bacon- and-egg ice cream at the famous Fat Duck in the U.K., a bacon chocolate bar from Vosges Haut-Chocolat and Lollyphile’s maple-bacon lollipop. Photo credit: clevercupcakes
  • 16. 8. BIO-BASED AIRPLANE FUEL After three years of trials, carriers including Continental, Japan Airlines, Virgin Atlantic and Air New Zealand are pushing for the use of biofuels in commercial jets. Mexican carrier Interjet and U.S.-based JetBlue will run more flight tests in early 2010. According to Boeing, a partner in the initial trials, several plant-based fuels may get certified for commercial use by late 2010. Photo credit: Micah Sittig
  • 17. 9. BOEING 787 DREAMLINER Boeing’s first all-new jetliner since the 777 is expected to use 20 percent less fuel than similarly sized planes, in part because of a reliance on lightweight plastic composite materials. Delivery, originally scheduled for May 2008, is now set for Q4 2010; 840 orders had already been placed as of November. Photo credit: markjhandel
  • 18. 10. BOGOTÁ With civil conflict in Colombia on the wane, Bogotá is becoming a vibrant capital. Colonial-era La Candelaria, once a guerilla battleground, now hosts hotels, cafes and galleries. Chefs and restaurateurs from around Latin America, drawn by low rents, are setting up camp in the Gourmet Zone (Zona G). Bogotá also flaunts a newly potent nightlife, driven by its gay-friendly status and recent legalization of same-sex unions. Photo credit: lornapips
  • 19. 11. BRIGHTER COLORS Saturated carnival colors—blues, oranges, greens and yellows—will replace 2009’s paler palette; think Cirque du Soleil and Alice in Wonderland. We’ll also see more pink and orange, a perky antidote to the collective funk and a combo that designers Blumarine, Isabel Marant and even Christian Dior showed for the spring. Brightly colored accessories and single pieces will help shoppers spruce up neutral wardrobes without breaking the bank. Photo credit: ldhren
  • 20. 12. BUYCOTTING The opposite of a boycott, a buycott is supported by consumers who make a conscious effort to buy from companies whose environmental and social policies they support. Examples: Canadian supporters of Israel prompted a buycott of Israeli products; people who agreed with Whole Foods CEO John Mackey’s ideas on health care countered a boycott of the store with a buycott last summer. Photo credit: House of Sims
  • 21. 13. CAREY MULLIGAN This 24-year-old British actress follows up her Golden Globe-nominated turn in An Education with 2010 roles in Wall Street II: Money Never Sleeps and Never Let Me Go with Keira Knightley. Photo credit: canmark
  • 22. 14. COCONUT WATER As spring water sales continue to cool, beverage marketers are looking for the next big thing. Sales of coconut water—which is low in calories and high in potassium—have doubled this year to roughly $20 million, according to Beverage Marketing Corp. In September, Coca- Cola bought a minority stake in coconut water brand Zico. Photo credit: Rodrigo_Soldon
  • 23. 15. COMPOSTING This green habit has been gradually picking up adherents; in 2010, watch for widening adoption by both households and municipalities as people grow more aware of its benefits (keeping organic materials out of landfills, where they release methane) and are won over by new devices that make composting easier and less offputting. Photo credit: hoyasmeg
  • 24. 16. CONTEMPORARY INDIAN ART While contemporary Chinese art has enjoyed a high profile in the art world in recent years, works from that other Asian behemoth have attracted mostly domestic interest. That’s changing, especially among buyers from elsewhere in Asia. Shanghai’s Museum of Contemporary Art had an ―India Now‖ exhibition last summer, and the Saatchi Gallery in London is spotlighting Indian artists in a show starting in January. Photo credit: Random House
  • 25. 17. CORDLESS POWER Goodbye, power cords and disposable batteries. Using magnetic resonance, a company called WiTricity is developing a way for electricity to travel several feet through the air; products using its technology could be out by late 2010. Wireless charging is already here, with companies like Powermat marketing pads that use magnetic induction technology to charge electronic devices. Photo credit: hamron
  • 26. 18. CUSTOMIZED PHARMACEUTICALS Researchers will soon be able to create drugs customized to the patient’s DNA. Recent breakthroughs in cancer research make it clear that ―one size fits all‖ drugs are not the best approach. Customized medicine is a map-over from customization in other sectors, especially food and nutrition (customized diets, for example). Photo credit: Dvortygirl
  • 27. 19. DEFICIT NEUTRAL This term—meaning bills that pay for themselves over a certain budget period—has become a buzzword in the debate over President Obama’s health care proposals; watch for it to become a mainstay of political debate in these budget-challenged times. Photo credit: *_Abhi_*
  • 28. 20. DONALD GLOVER The 26-year-old writer, actor, director, comic and musician, best known for his work as a writer on 30 Rock, is co- starring in NBC’s new sitcom Community. Glover started out with the online comedy group Derrick Comedy, which was responsible for this fall’s quirky film comedy Mystery Team. Photo credit: Donald Glover
  • 29. 21. DRY SHAMPOO Women are discovering dry shampoo—which removes oil and build-up from hair sans water—as an on-the- go solution for busy schedules, after-work refreshing and anytime between regular washes. Exposure is spreading through new Sephora distributions, celebrity stylist Rachel Zoe and reality TV star Heidi Montag, who has a product line in the works. Photo credit: BitchBuzz
  • 30. 22. EAST AFRICA WIRED Getting online in East Africa is slow and expensive, but that’s changing as high-speed Internet access finally arrives. Two undersea cables were completed this year, and one more will go online in 2010. Kenya, the region’s largest economy, can potentially develop emerging industries such as call centers and technology businesses. Rwanda’s nascent tech industry will also gain. Photo credit: oneVillage Initiative
  • 31. 23. ELECTRIC CAR NETWORKS Networks of charging and battery- switching stations—where drivers can quickly replace dead batteries— are sprouting in countries such as Denmark and Israel that are moving toward mass adoption of electric cars. Five U.S. cities will serve as test markets for networks developed by ECOtality, which plans to install 12,750 charge stations in urban areas and key highway locations. Photo Credit: frankh
  • 32. 24. ELECTRIC CARS GM is set to launch the Chevy Volt in the U.S., while Nissan will debut the Leaf in the U.S., Europe and Japan. Mitsubishi will extend the i MiEV into more markets; partner Peugeot will launch it in Europe under the name iOn. Chinese newcomer BYD will sell the e6 in the U.S., and Australian automaker Energetique will introduce the evMe in Europe. Photo credit: visnup
  • 33. 25. ELECTRONIC LIBRARIES Digital books are fast becoming available to the public for free: Libraries are starting to lend e-books and downloadable audio books that patrons can access from home; Google is working with authorities on its controversial plan to create the world’s biggest digital library; and the EU’s i2010 initiative includes a digital libraries program to make Europe’s ―cultural resources and scientific records‖ electronically accessible. Photo credit: schex
  • 34. 26. ELLEN ON IDOL When the ninth season of American Idol premieres in January, fans and skeptics alike will be watching to see how comedian and TV show host Ellen DeGeneres fares in the ―nice judge‖ role vacated by Paula Abdul. Photo Credit: Alan Light
  • 35. 27. ENERGY DIETING The recession has prompted more businesses and consumers to put themselves on an ―energy diet‖ (buying more energy-efficient machines, keeping lights off longer, etc.). As they rack up savings—and come to think of themselves as more green—this practice will become habit. Photo credit: avlxyz
  • 36. 28. ETHICAL FASHION As upmarket shoppers reject flashy fashions, they’re increasingly interested in feel-good luxury, especially as ethical clothing expands beyond casual wear. More affordable options will also proliferate; Walmart, H&M and American Apparel already offer organic cotton lines. In the U.K., the ethical fashion market has more than quadrupled in the last five years, reaching £175 million, according to Mintel. Photo credit: DaveBleasdale
  • 37. 29. EUROPEAN FREE SPEECH What Dutch newspapers are calling the ―trial of the century‖ will turn the focus of the debate over Muslim assimilation in Europe to free speech when it kicks off in January. Right-wing Dutch parliamentarian Geert Wilders is being prosecuted for hate speech crimes for his provocative opposition to Islam. The trial will add fuel to a fire stoked recently by the Swiss vote to ban minarets and French president Nicolas Sarkozy's opposition to the burqa. Photo credit: sjgibbs80
  • 38. 30. EXOTIC BERRY FLAVORS Watch for several varieties of hitherto unheard-of antioxidant-rich berries—among them aronia, yumberry and maqui berry—to become the next acai berry: the must-eat superfood that pops up in everything from juices and teas to cereal and energy bars. Photo credit: joe calhoun
  • 39. 31. FERMENTATION This age-old, inexpensive process of preserving vegetables is coming back into fashion. Cleaner and safer than canning, the process also produces the healthful bacteria known as probiotics. Root vegetables, cabbage and fruits are all well-suited for fermentation. Photo credit: igb
  • 40. 32. FERNANDO TORRES Spanish football striker Torres, who hit the top of his game in the 2009 English Premier League while playing for Liverpool, will don his national team’s jersey for the 2010 World Cup. ―El Niño,‖ who at 25 has clocked a record 60 games for his national side, is sure to command headlines. Photo credit: Nigel Wilson
  • 41. 33. FOURSQUARE Foursquare is a mobile gaming app that uses geo-tagging technology to help users find and share new bars, restaurants and other venues with friends. Available for several dozen cities worldwide so far, it will expand its reach in 2010, and gain new users and venues in existing locales. Foursquare is a leading player in the emerging category of games that leverage the convergence of smartphones, GPS and the social Web. Photo credit: cote
  • 42. 34. GAMBLING IN SINGAPORE Singapore will get its first casinos, projects that follow the government’s 2005 legalization of casino gaming in a bid to boost the city-state’s allure. Two mega- casinos—Resorts World, on the holiday island of Sentosa, and the Marina Bay Sands—will attract the attention of holidaymakers (and gamblers) from the region and beyond. Photo credit: conorwithonen
  • 43. 35. GAMING SOFTWARE With the rise of cheap apps, gaming is shifting from a focus around hardware to a software- centric industry. Watch for console sales to slip and the number of game titles accessible through the cloud or as apps to explode. And as companies scramble to adapt games for handhelds, expect fewer sophisticated releases designed for home platforms. Photo credit: tvol
  • 44. 36. GREEN RETROFITS The retrofitting of homes and buildings to make them more energy efficient will ramp up. In the U.S., tax credits and stimulus money for this purpose will help drive change; California has allocated as much as $3.1 billion to cut residential power needs, including retrofitting programs. Changes in regulations are also helping to motivate commercial landlords and developers, plus green buildings can command higher prices and tend to move faster. Photo credit: Center for Neighborhood Technology
  • 45. 37. GREENING THE PALATE People will become increasingly aware of the impact their food choices make on the environment, well beyond local sourcing issues. Some foods (notably red meat) have a much bigger carbon footprint than others; some choices are better in terms of water consumption; and foods with palm oil are being linked to rainforest destruction. In Sweden, which is formulating dietary guidelines that take emissions into account, some restaurants and food manufacturers are already listing emissions information. Photo credit: paPisc
  • 46. 38. HAND-ME-UPS More people will start ―handing up‖ their cell phones, digital cameras, computers and other electronic gadgets to their parents when they want to upgrade. The older items are often easier to master for those interested only in these tools’ basic functions. Photo credit: sergis blog
  • 47. 39. HANDWRITING Many children today can’t write quickly and clearly by hand, and their elders aren’t much better. The art of handwriting will make a return as an offshoot of both the slow and traditionalist movements. Photo credit: a.drian
  • 48. 40. HARRY POTTER IN ORLANDO Another year, another Potter phenomenon: This time it’s the Wizarding World of Harry Potter at Universal Orlando’s Islands of Adventure park, opening in spring 2010. Expect hordes of Potterites to descend on the attractions, shops and restaurants of Hogsmeade Village. Photo credit: ffg
  • 49. 41. HAUTE FASHION ON EBAY High-profile designers have been doing ―masstige‖ collections for H&M, Target and other budget retailers for a while, but look for the lines between high and low to blur even further in a post-recession economy. Narciso Rodriguez, most famous for Michelle Obama’s election night dress, will sell a sub- $350 line exclusively through eBay this spring. Photo credit: liewcf
  • 50. 42. HYBRID BOATS Hybrid boats are a challenge to engineer, given the power needed to overcome water resistance, but a few are already on the market, and more are expected as stricter standards for marine engines go into effect. The Epic 23e, the first hybrid sport boat, shipped in September; other manufacturers offer a hybrid pleasure boat, a yacht and a catamaran-style speedboat. Photo credit: Port of San Diego
  • 51. 43. IMPACT OF THE U.K. GENERAL ELECTION While opinion polls suggest the Conservative Party has double-digit leads over Gordon Brown’s Labour Party, six months is a lifetime in politics. The result of the elections will help shape global politics for the near future. Photo credit: World Economic Forum
  • 52. 44. IRONIC SPORTS Disenchanted with the regulated uniformity of traditional team sports, athletes in cities worldwide are inventing their own, generally a combo of team and urban sports that appeal to the players’ sense of individuality. Sports like bicycle polo, beach tennis and roller derby will continue to gain momentum. Photo credit: TurtleBayResort
  • 53. 45. JAPAN ON THE SIDELINES China will bump Japan from its position as the world’s second biggest economy. The recession, the rising unemployment rate and Japan’s aging population are helping to push the former powerhouse to the sidelines. While China’s economy has grown about 10 percent a year for the last decade, Japan’s per-capita GDP has fallen to 19th in the world. Photo credit: artemuestra
  • 54. 46. JAPAN’S FIRST LADY While Japan’s first spouses tend to stay out of the spotlight, Miyuki Hatoyama promises to be different. She’s already made a name for herself—as a musical actress and ―tarento‖ (talent) on the talk show circuit, a cookbook author and a self-described UFO passenger—and her colorful personality is unlikely to stay in the shadows now that Japan’s old guard is out. Photo credit: Lawrence Jackson, White House photographer
  • 55. 47. JAY CHOU One of Asia’s biggest pop stars, Taiwanese singer/actor Chou will make his Hollywood debut as Kato—a role originally made famous by Bruce Lee—in Michel Gondry’s Green Hornet, due out Christmas 2010. In Hong Kong, Chou has been the best-selling Mandarin artist for the past four years. Photo credit: buncheduptv
  • 56. 48. KINDLE RIVALS The e-reader market is finally giving Amazon’s Kindle some competition: There’s Sony’s Reader Daily Edition, which has a few advantages over the Kindle, along with Barnes & Noble’s recently released Nook. Plastic Logic is launching the Que, Samsung is entering the market, and Apple’s upcoming tablet reportedly will also compete in this space. Amazon recently dropped the Kindle’s price to better compete. Photo credit: richardmasoner
  • 57. 49. LED BULBS CFLs are rapidly replacing incandescents, but LED bulbs use even less energy, last longer (up to 50,000 hours) and don’t contain mercury. The catch is their price tag (roughly $40 to $100-plus per bulb), but new breakthroughs are likely to bring costs down. The U.S. Department of Energy is testing the first entry for its L Prize, a contest to create a better LED-based alternative to a 60-watt bulb, from Philips. Photo credit: trenttsd
  • 58. 50. LI NING The Nike of China, named for the country’s Olympic medalist hero, is cautiously expanding globally, thanks to a massive rebranding. Li Ning products are based on the Chinese concept of sport as a person’s overall movement—active moments integrated into everyday life—rather than a formal, categorized activity. Photo credit: www.lining.com
  • 59. 51. LIFESTREAMING Online sharing will accelerate with the emergence of lifestreaming: aggregating one’s social media channels via applications like Posterous and Tumblr, resulting in a centralized stream of text, images, videos and links. This new communication channel bridges old- school blogs and Twitter. AOL has a lifestreaming platform, and Yahoo! is said to have one in the works. Photo credit: fbueno.net
  • 60. 52. LIONEL MESSI This increasingly prolific 22-year-old Argentinean will be a player to watch during the 2010 World Cup. A star for Barcelona, Messi is being touted as the greatest left-footer since Maradona, who has called him the world’s best player; Messi has already won the Ballon d’Or and FIFA World Player of the Year nominations, as well as Olympic Gold. Photo credit: prettyfriendship
  • 61. 53. LITTLE BOOTS This British electro-pop artist has both pop-star potential (with comparisons to Lady Gaga and Kylie Minogue) and an indie music following. She’s building momentum among American and Japanese fans of ―smart pop,‖ who love her DIY vibe and homemade YouTube videos, in which she plays the Tenori-on, a ―beat visualizer‖ from Japan. Photo credit: DesheBoard
  • 62. 54. LOCAL, NONPROFIT ONLINE NEWSPAPERS Watch for more so-called public media organizations that emulate the Voice of San Diego, MinnPost in the Twin Cities, the new Texas Tribune and a well-funded upcoming San Francisco venture, among others. Meanwhile, legislation before the U.S. Congress would help existing newspapers gain nonprofit status. Photo credit: alex-s
  • 63. 55. LOST SERIES FINALE In 2007, ABC announced that Lost would end its run in May 2010. Expect Seinfeld-level buzz to surround the sixth-season conclusion to the complex thriller. Photo credit: hairlichkeit
  • 64. 56. LUXURY GOES EAST With developed-world consumers eschewing conspicuous consumption and China now home to more high- net-worth individuals than the U.K., the high-end luxury market is moving East. Record-breaking sales in fine wine, antique diamonds and art at Sotheby’s auctions in Hong Kong point to an upper class that’s looking to amass tangible assets, flaunt their success and stand out from the crowd. This is likely to influence product development as well as business models. Photo credit: Hong Kong dear Edward
  • 65. 57. MARINA SILVA Some are comparing this Brazilian politician and environmentalist to President Obama: She’s black, charismatic and from a poor family. Earlier this year she was awarded the Sophie Prize, an environment and development award. Although a long shot, she’s expected to run in the 2010 presidential election. Photo credit: Egeu Laus
  • 66. 58. MIA WASIKOWSKA 2010’s biggest new ingénue may be Mia Wasikowska, who plays the title role in Tim Burton’s Alice in Wonderland, due in March. She’ll also co-star in The Kids Are All Right with Annette Bening and Julianne Moore. The 20-year-old Australian is so far best known for her role as Sophie in HBO’s In Treatment. Photo credit: Loren Javier
  • 67. 59. MICHAEL JACKSON TRIBUTE CONCERT A mega-concert to honor Jackson, originally slated for September 2009 in Vienna, will take place at London’s Wembley Stadium in June, a year after the King of Pop’s death. Expect more hyped-up global coverage. Photo credit: ricardodiaz11
  • 68. 60. MOBILE MONEY Increasingly, people will be able to send money via their mobile phones as quickly as they would a text message. In the developing world, this helps entrepreneurs overcome infrastructure issues, and allows banks and retailers to reach people in remote rural areas; in the developed world, it may breathe new life into retail markets. Photo credit: Asim Bijarani
  • 69. 61. MOBILE TICKETING Flashing cell phones at airports and event venues will replace paper tickets. Traditional boarding passes are becoming passé, with some major airports using scanners to read bar-coded passes and several airlines shifting to paperless check- in. Ticketmaster started large-scale mobile ticketing in the U.S. in April; Bollywood fans don’t need tickets torn at Indian cinemas; and a new service from ticket operator Paylogic and Mobiqa, an innovator in mobile ticketing, is rolling out in the Netherlands. Photo credit: kawanet
  • 70. 62. MORE VIRTUAL CURRENCIES Watch for peer-to-peer virtual currencies to expand beyond the realms of online gaming and Second Life. Hub Culture, for example, is a global network of people who trade goods, services and knowledge using a digital currency called Ven. Social networks with built-in trust and reputation factors will help drive this trend. Some are rallying around Craig Newmark to create a digital currency around Craigslist. Photo credit: Ivan Walsh
  • 71. 63. NEW PORTRAIT OF HISPANIC AMERICA For the first time, English-Spanish Census forms will be distributed to 13 million households in high-density Hispanic areas. The 2010 Census will also define Hispanic as an ethnicity, separate from race, potentially boosting the number of Hispanics counted. Photo credit: Adrian Miles ©
  • 72. 64. “NUTRITION-WASHING” Watch for a backlash from government authorities and experts against the proliferation of health and nutrition claims from food and beverage brands. Much as ―greenwashing‖ has made consumers skeptical about brands’ environmental claims, shoppers will increasingly take health messaging with a grain of salt. Photo credit: Dan4th
  • 73. 65. OBESOGENS Watch for policies on environment pollutants to be spurred by a growing body of research on obesogens, chemical compounds in the environment—notably from plastics—that can turn developing cells into fat cells. These stay with a child for life, making weight loss difficult. Photo credit: everyone’s idle
  • 74. 66. ORGANIC FAST FOOD Organic is the new hook in quick-service eateries, with chains such as Organic to Go and O!Burger popping up around the U.S. The wave is hitting Europe too. Look for more chains in more regions. Photo credit: kyz
  • 75. 67. PANDEMIC FATALISM SARS, avian flu, swine flu ... we’ve been bombarded with so many candidates for a global pandemic and so much media hyperventilation that, for better or worse, we’ll soon start to tune out. Photo credit: Y
  • 76. 68. PAYING FOR ONLINE CONTENT Content providers will attempt to engineer a paradigm shift from free to fee. Five major magazine and newspaper publishers in the U.S. recently launched a venture that would create an iTunes-like digital store for their content. In the U.K., about 70 percent of respondents to an annual survey by the Association of Online Publishers said they plan to start charging for content or already do so. Photo credit: stevendepolo
  • 77. 69. THE PIRATE PARTY While critics dismiss them as just a bunch of kids proclaiming their right to free file-sharing, this grassroots movement is broadening to embrace issues of the digital age: censorship, privacy rights and civil liberties on the Web. The Pirate Party, active in 28 countries in Europe and North America, is already the third-largest in Sweden (home of Pirate Bay, the controversial file-sharing site), where one member was elected to the European Parliament last June and another, last November. Photo credit: theimpressionist.co.uk
  • 78. 70. PLAYSTATION 3 MOTION CONTROLLER In spring 2010, Sony will challenge Nintendo’s Wii with a motion controller that, when used in combination with the PlayStation Eye camera, can also detect a player’s voice, body motion and face and show the player’s image on the TV screen. Photo credit: włodi
  • 79. 71. POST-LULA BRAZIL Called ―the most popular politician on earth‖ by President Obama, Brazilian president Luiz Inácio Lula da Silva has ably guided his nation through the downturn. But Lula’s term expires next year, and everyone in Latin America will be watching to see how Brazil defines its future come the October elections. Photo credit: World Economic Forum
  • 80. 72. PRO MODDING Video game ―modding‖—modifying software to create new content— has thus far been strictly amateur, but in 2010 several titles will allow users to modify or add content and sell their version through the developer’s distribution network. Modders will receive a share of profits. For example, musicians can sell their tracks in the Rock Band virtual store (subject to peer review) at prices they set themselves. Photo credit: mark sebastian
  • 81. 73. PUBLIC BICYCLES These are becoming common street furniture in cities worldwide as an antidote to traffic, pollution and obesity. Next year Boston and London will roll out public-use bikes; Paris and Barcelona both embraced similar programs in the last two years. This year, dozens of European cities pledged in the Charter of Brussels to boost the number of commuter trips by bike to 15 percent by 2020. The first global urban bicycling conference takes place in June in Copenhagen. Photo credit: infomatique
  • 82. 74. RECYCLING GRAY WATER As water shortages become a growing problem around the world, watch for more focus on recycling ―gray water‖— wastewater from bathing, dishwashing, etc.—in residential and commercial buildings. Government regulation is being loosened to allow its use, primarily for landscape irrigation and in toilets. Photo credit: Wonderlane
  • 83. 75. RETAIL AS THIRD SPACE Retail spaces will increasingly serve as a ―third space‖ that’s only partly about shopping. Cash-strapped consumers can enjoy free services and entertainment or just socialize, while retailers attract more potential shoppers. Apple stores are a prime example; now Apple’s Steve Jobs is leading a revamp of Disney stores intended to make them more experiential. In China, IKEA has become a daytrip destination— whether or not visitors have any intention to buy. Photo credit: Max Braun
  • 84. 76. RETURN OF THE WATER FOUNTAIN The water fountain is undergoing a resurgence and redesign as people seek alternatives to single-use plastic bottles. New water-refilling stations charge a small fee for replenishing reusable bottles. Several so-called HydraChill stations, installed in London in October, charge 20 pence, which goes to an environmental group. Photo credit: Dan..
  • 85. 77. RUNAWAY DEMOCRACY For better or worse, the public will increasingly expect—and be granted—a say in matters ranging from governance (Americans had a chance to submit ideas to the new Obama administration) to business (in 2010, U.K. Walmart subsidiary Asda will involve customers in product development and other business decisions) to entertainment (concertgoers voting via SMS on a band’s encore song). Photo credit: ponchosquealº
  • 86. 78. SILENT DANCE PARTIES The idea of dancing to the beat via headphones—allowing partyers to pick their preferred music genre while leaving the neighbors undisturbed—is moving beyond music festivals and alternative venues. In the U.K., silent discos have been featured at weddings, Silent Sound Systems sells home kits, and several companies are focused around organizing these parties. Photo credit: lu_lu
  • 87. 79. SKI CROSS AT WINTER OLYMPICS The Vancouver Olympics will mark the Winter Games debut of this sport, which combines freestyle and alpine skills on rigorous courses and is likely to bring new excitement to the ski competitions. Photo credit: Tim in Sydney
  • 88. 80. SLOW BEVERAGES There’s ―slow food,‖ and now there are slow-down beverages—anti-Red Bulls. Brands including Slow Cow, Drank, Jones GABA, Mary Jane’s Relaxing Soda and OmegaChill are fortified with ingredients such as chamomile, melatonin and valerian root that purportedly promote calming; some take on the energy- drink category directly by claiming to also boost mental focus and concentration. Photo credit: Francis Bourgouin
  • 89. 81. SLOW COMMUNICATION A backlash against today’s proliferation of speedy and thoughtless Tweets, status updates and e-mails, and our always-on, skim-and-pass-along communication habits. Watch for more Web-based products and services like woofertime.com, a Twitter-parody site that requires at least 1,400 characters per post, and Email Addict from Google Labs, which forces 15-minute e-mail breaks by freezing the user’s e-mail window. Photo credit: kafka4prez
  • 90. 82. SPANISH E-BOOKS Watch for Spanish-speaking countries to join the e-book age: In the first big announcement related to digital books in Spanish, several of Latin America’s major publishing houses have joined together to offer a catalog of Spanish e-books, due in May. Photo credit: ceslava.com
  • 91. 83. SPIDER-MAN ON BROADWAY The classic superhero will make his next appearance on the Great White Way come February. The director of Broadway’s The Lion King will helm Spider-Man: Turn Off the Dark, while U2’s Bono and Edge will collaborate on the music. Photo credit: shane o mac
  • 92. 84. SPOTIFY This year-old ad-based and subscription streaming-music service allows users to listen to music anytime, anywhere for free. It’s big in Europe and is expanding to the U.S. and Canada. A Spotify iPhone app was recently released, and there’s talk of building a social network around the service. Photo credit: cellanr
  • 93. 85. STEPHEN STRASBURG The No. 1 overall pick in the 2009 Major League Baseball draft recently signed a record four- year, $15.1 million contract with the Washington Nationals. The 21-year-old rookie’s 2010 Nationals debut is keeping fans in high anticipation. Photo credit: MissChatter
  • 94. 86. STEVIA A year after the U.S. FDA approved this no-calorie herbal sweetener for use in food and beverages, an array of stevia- sweetened products touting ―all natural‖ claims are on their way to market. Although manufacturers are still working out taste issues, Mintel expects stevia sales to jump from $21 million in 2008 to upward of $2 billion by the end of 2011. Photo credit: Akajos
  • 95. 87. TACTILE/VISUAL DESIGN With the proliferation of touch screens, watch for more tactile/visual experiences that borrow from games to creep into user interface design— e.g., users unlock the T-Mobile G1 phone by drawing specific patterns on the screen. This type of contextual pattern matching is great for easy recall and makes mundane actions more fun, interactive and intuitive. Photo credit: bpedro
  • 96. 88. TRIP BUNDLING Business travelers are saving money and cutting down their time away from home by trading multiple short trips for longer ones that combine two or three destinations. Photo credit: edkohler
  • 97. 89. TV FOR TWEEN BOYS TV marketers have many avenues for reaching tween girls, but boys are more elusive. Now Cartoon Network is targeting this demographic with live-action and reality shows like Dude, What Would Happen. Disney’s rebranded channel Disney XD is counting on partnerships with ESPN and the anime series Naruto Shippuden; its purchase of Marvel Entertainment also brings icons like Iron Man and Spider-Man into the fold. Photo credit: mobu27
  • 98. 90. TV/WEB INTEGRATION At the same time that TV viewers are migrating in droves to the Web, many new TV sets are adding Web access capabilities. As real-time, interactive TV viewing gains steam, watch for more live chat and Tweeting to accompany broadcasts. Watch also for more futuristic technology, like the remote control IBM is developing that automatically blogs or Tweets what the user is watching. Photo credit: sarahintampa
  • 99. 91. URBAN FRUIT GLEANING Mix the traditional practice of collecting leftovers from farmers’ fields with social networking and you’ve got urban fruit gleaning. Web sites in the U.S., U.K. and Canada encourage produce proponents to post about fruit trees in public areas that can be harvested and surplus goods from home gardens, and connect people who want to swap too many tomatoes for a bumper crop of apples. Photo credit: MizGingerSnaps
  • 100. 92. U.S.-CUBA TIES The Obama administration has been working to make Cuba more accessible to U.S. citizens and businesses. As Congress continues to debate lifting the trade embargo, more Americans say it’s time to establish ties with their nearby neighbor. The island is a potential market for everything from agricultural products to telecommunications to automobiles. Photo credit: futureatlas.com
  • 101. 93. VIDEO Portable video cameras are in the hands of more people than ever, with the addition of video to the iPhone 3GS and the updated iPod Nano. Look for video content to surge, further driving the boom in online video viewership. And expect more surreptitiously filmed surveillance footage. A fitness chain in Minnesota has already banned Nanos from locker rooms. Photo credit: tomsun
  • 102. 94. VIRTUAL HOUSE CALLS More doctors are seeing patients via the Web, whether they are across town, across the country or on the other side of the world. While telemedicine gives people in remote locations better access to care, it’s increasingly being seen as a way for busy patients everywhere to get attention more quickly. It could also be a prescription for reducing health care costs. Photo credit: southerntabitha
  • 103. 95. VOLUNTEER REWARDS A new model is emerging to encourage volunteerism: Give something, get something in return. U.S.-based Sage Hospitality’s ―Give a Day, Get a Night‖ offer provides free accommodation at their hotels to people who donate a day of their time to charity. In January, Disney kicks off ―Give a Day, Get a Disney Day,‖ which will reward a million certified U.S. volunteers with a free day in a Disney park. Photo credit: Loren Javier
  • 104. 96. WATER FOOTPRINT TRACKING The latest eco-conscious label in the consumer packaged goods industry tells consumers how much water was used to produce a product. Finnish food manufacturer Ravintoraisio is one of the first companies to adopt the water footprint indicator. Photo credit: dumbledad
  • 105. 97. THE WATERLESS WASHING MACHINE Using nylon polymer beads, which pull stains off fabric, this machine requires just a cup of water. It saves energy as well: Since the clothes come out virtually dry, there’s little need for a dryer. The washers, developed by U.K. company Xeros, will initially be marketed to commercial laundry operations, beginning in 2010. Photo credit: Izzard
  • 106. 98. THE WINE-TAIL Sangria is old news: Mixing wine with juices, hard spirits and soda is going in new directions as mixologists create various ―wine- tails.‖ These cocktails come without the high alcohol content—appealing in these tone- it-down times. Photo credit: biskuit
  • 107. 99. THE WONDER GIRLS With their good looks, slick packaging, infectious pop songs and trend-setting videos, this South Korean girl group has conquered Asia and has its sights on the rest of the world. The Girls, who recently became the first Korean act to crack the Top 100 Billboard chart in the U.S., will release their next U.S. album in February. Photo credit: amylynne.
  • 108. 100. ZACH GALIFIANAKIS Hollywood’s newest lovable, schlubby nerd is a 40-year-old actor and comedian whose breakout role in 2009’s The Hangover has led to co- starring roles in Due Date with Robert Downey Jr. and Dinner for Schmucks with Steve Carell, both due in 2010. Photo credit: www.zachgalifianakis.com
  • 109. THANK YOU 109 Ann M. Mack, Director of Trendspotting, JWT Worldwide, ann.mack@jwt.com WWW. JWT.COM | WWW.JWTINTELLIGENCE.COM | WWW.ANXIETYINDEX.COM © 2010 J. Walter Thompson Company. All Rights Reserved.