The document outlines 10 key trends to watch in 2013 according to The Future Foundation. The trends include: Cheap Treats, New Cult of the Home, Ish!, Society of Sobriety, Native Marketing, The Hyper Individual, Gen Y4G, De-Globalisation, Graphene Nation, and Pension Half-Board. Each trend is summarized briefly, focusing on the key consumer behaviors and societal changes they represent.
You are your content - Being here, now: State of content 2017Accenture Insurance
Our relationship to content has been transformed. So many aspects of our lives, big and small, are lived online. From education to recreation, one is hard-pressed to identify aspects of modern life not changed by digital content. This second annual study from Accenture Interactive surveyed over 1,000 executives from 14 countries and 18 industries to understand this shifting paradigm, and to help organizations respond.
Content must be a vital expression of an organizations purpose, and true to its lifeblood. Content is how the organization expresses itself. In this hyper-connected age, You are Your Content, it is the voice of your organization. And so, it is no surprise that organizations are beginning to want to own that voice, building new in-house capabilities, innovating in distribution channels, focusing on quality, and establishing stewardship at the most senior levels of the organization in order to be everywhere for their audiences.
WPP and Ogilvy Report on future of brands in motion Jan 2021Social Samosa
In partnership with Ogilvy Consulting, WPP interviewed global leaders in innovation, marketing, growth, and UX across four industries to understand mobility strategies and amore for the 'Future of Brands in Motion' Study.
Marketing in coronavirus times: How to navigate your brand through the stormGeorge Gritzalas
While we are aware that coronavirus is a serious health matter, we would like to face it as another challenge in our industry and we encourage our clients to face it like one too.
You are your content - Being here, now: State of content 2017Accenture Insurance
Our relationship to content has been transformed. So many aspects of our lives, big and small, are lived online. From education to recreation, one is hard-pressed to identify aspects of modern life not changed by digital content. This second annual study from Accenture Interactive surveyed over 1,000 executives from 14 countries and 18 industries to understand this shifting paradigm, and to help organizations respond.
Content must be a vital expression of an organizations purpose, and true to its lifeblood. Content is how the organization expresses itself. In this hyper-connected age, You are Your Content, it is the voice of your organization. And so, it is no surprise that organizations are beginning to want to own that voice, building new in-house capabilities, innovating in distribution channels, focusing on quality, and establishing stewardship at the most senior levels of the organization in order to be everywhere for their audiences.
WPP and Ogilvy Report on future of brands in motion Jan 2021Social Samosa
In partnership with Ogilvy Consulting, WPP interviewed global leaders in innovation, marketing, growth, and UX across four industries to understand mobility strategies and amore for the 'Future of Brands in Motion' Study.
Marketing in coronavirus times: How to navigate your brand through the stormGeorge Gritzalas
While we are aware that coronavirus is a serious health matter, we would like to face it as another challenge in our industry and we encourage our clients to face it like one too.
Black Friday has been established as an undeniably powerful moment that mobilizes the consumer public; Therefore, we composed a presentation, in which we analyzed every perspective of Black Friday, coming to conclusions and providing directions that aim to help companies achieve the best possible result in this competitive period.
In a year where the global economic crisis has made its presence felt, Mintel predicts the seven key consumer behaviour trends for the year ahead, looking at how adversity has created a new set of value systems.
While in 2009 fear played an important role in shaping consumer behaviour, 2010 will see a return of confidence and adaptation to overcome the restraints previously imposed on consumers.
Learn how the following trends are evolving:
Resilience
Reviewing and Re-evaluating
Prove it – Accountability
Escapism
Media Evolution
Ethical Responsibility
Stability
HUMAN DIGITAL is our trend report #6. Although it is about digital, it is not about the jargon, like “personalisation,” “real-time,” and “co-creation.” It is about natural human instincts to improve the standards of their living... this time digital living.
Some trends might have already been captured in other markets. This trend report is about the Middle East, so as always we apply a strict rule: if we don't find numerous local examples, it is not a trend.
Consumer confidence is rebounding in Southeast Asia’s second-largest economy. We’ve got the essential strategies for brands looking to align themselves with a positive national mood.
A general report that looks at the communication and marketing trends happening in the market. Report covers both technology factors and consumer trends, and how these two areas are converging like never before.
The Electronic Entertainment Expo, E3, is recognized as North America’s largest gaming expo of the year and an opportunity for the most established and rising developers, publishers, and manufacturers in gaming to showcase and launch upcoming platforms, games and merchandise.
Over the course of 4 days, we focused on how the evolution of gaming can impact brands, both inside and outside of the gaming industry. As ever, our goal was to find the ways to help brands achieve their business objectives through the benefits offered by gaming’s evolution.
Si te ha tocado ir a alguna junta y escuchaste la palabra "OMNICHANNEL" estás en el lugar correcto. Este documento te explicará en qué consiste este término.
Duty free consumption in China by daxue consultingDaxue Consulting
When asked about favorite shopping destinations during travel, more than 60% of Chinese outbound tourists prefer duty-free shops. Thus, retailers around the world focus on Chinese customers because of their strong purchasing power. This is exactly what Korea does: Chinese buyers account for 73.4% of the total sales of duty-free stores there.
So what are the most popular duty-free goods for Chinese tourists? Who are the buyers? How does the Coronavirus impact the sales? A comprehensive report about China’s duty free sales offered by daxue consulting in 2020.
Introducing our 2015 FMCG trend report. We have looked at all the recent global and local trends on the FMCG category across the Consumer and Food Services industry. Enjoy!
Black Friday has been established as an undeniably powerful moment that mobilizes the consumer public; Therefore, we composed a presentation, in which we analyzed every perspective of Black Friday, coming to conclusions and providing directions that aim to help companies achieve the best possible result in this competitive period.
In a year where the global economic crisis has made its presence felt, Mintel predicts the seven key consumer behaviour trends for the year ahead, looking at how adversity has created a new set of value systems.
While in 2009 fear played an important role in shaping consumer behaviour, 2010 will see a return of confidence and adaptation to overcome the restraints previously imposed on consumers.
Learn how the following trends are evolving:
Resilience
Reviewing and Re-evaluating
Prove it – Accountability
Escapism
Media Evolution
Ethical Responsibility
Stability
HUMAN DIGITAL is our trend report #6. Although it is about digital, it is not about the jargon, like “personalisation,” “real-time,” and “co-creation.” It is about natural human instincts to improve the standards of their living... this time digital living.
Some trends might have already been captured in other markets. This trend report is about the Middle East, so as always we apply a strict rule: if we don't find numerous local examples, it is not a trend.
Consumer confidence is rebounding in Southeast Asia’s second-largest economy. We’ve got the essential strategies for brands looking to align themselves with a positive national mood.
A general report that looks at the communication and marketing trends happening in the market. Report covers both technology factors and consumer trends, and how these two areas are converging like never before.
The Electronic Entertainment Expo, E3, is recognized as North America’s largest gaming expo of the year and an opportunity for the most established and rising developers, publishers, and manufacturers in gaming to showcase and launch upcoming platforms, games and merchandise.
Over the course of 4 days, we focused on how the evolution of gaming can impact brands, both inside and outside of the gaming industry. As ever, our goal was to find the ways to help brands achieve their business objectives through the benefits offered by gaming’s evolution.
Si te ha tocado ir a alguna junta y escuchaste la palabra "OMNICHANNEL" estás en el lugar correcto. Este documento te explicará en qué consiste este término.
Duty free consumption in China by daxue consultingDaxue Consulting
When asked about favorite shopping destinations during travel, more than 60% of Chinese outbound tourists prefer duty-free shops. Thus, retailers around the world focus on Chinese customers because of their strong purchasing power. This is exactly what Korea does: Chinese buyers account for 73.4% of the total sales of duty-free stores there.
So what are the most popular duty-free goods for Chinese tourists? Who are the buyers? How does the Coronavirus impact the sales? A comprehensive report about China’s duty free sales offered by daxue consulting in 2020.
Introducing our 2015 FMCG trend report. We have looked at all the recent global and local trends on the FMCG category across the Consumer and Food Services industry. Enjoy!
Digital Marketing Trends Report 2019 & "Did You Know?" About Google, Facebook...Ioana Barbu
Digital Marketing Report covering latest trends in social media communication and digital marketing for Business to Business, Business to Consumer, eCommerce, Web design & Mobile Marketing as well as Corporate Communication.
Towards the end you will also find some "Did you know"s about the current Digital landscape, Google - the largest search engine owner in the world covering over 90% of searches globally and Facebook - still the largest mass social media platform in the world.
Don't Overlook Your Mature Consumers - BCG CCI Study.pdfSocial Samosa
The BCG Report titled 'Don’t Overlook Your Mature Consumers' looks at the 870 million consumers in the 50 to 70-year-old age bracket across 12 markets.
How multinational businesses can keep up with the new global consumer.
The way businesses need to organize and behave has fundamentally shifted. Across industries, companies, and organizational functions, we have heard many of the world’s most innovative companies echo the same challenge: businesses must urgently embrace a more nimble and entrepreneurial approach in order to stay competitive. We call this challenge of how big companies can leverage scale while staying innovative “big entrepreneurship.” The Rising Billion is one of five pieces in our report, Big Entrepreneurship, aimed at deconstructing some of the complex challenges around big entrepreneurship and provide actionable insights for business leaders.
This report was created by Fahrenheit 212, a global innovation strategy and design firm. We define innovation strategies and develop new products, services, and experiences that create sustainable, profitable growth for our clients. We challenge the belief that innovation is inherently unreliable and have spent the last decade designing the method, building the model, and assembling the minds to make innovation a predictable driver of growth for our clients' businesses.
TrendsSpotting's 2010 Consumer Trends Influencers: Predictions in 140 CharactersTaly Weiss
"2010 Consumer Trends Influencers" is the second report from the series "2010 Influencers Series: Trend Predictions in 140 Characters".
TrendsSpotting Market Research is now running its third annual prediction reports following major trends in six categories. We will be featuring the predictions of digital and marketing experts on the big changes awaiting us in the coming year.
This year we are adopting a new “tweet style” format, easier for you to focus on, comprehend and forward.
In this end of year report we highlight some of the key trend narratives and events that we think will be shaping the consumer landscape in the coming year as well as signposting the global economic outlook. We also review some of the biggest and most significant trend shifts and insights from 2013, identifying what happened across areas such as retail, technology and finance. Find out more about us at futurefoundation.net
Winning over and keeping the new ‘always-on’ consumer has become the business imperative at the digital frontier. In the new era of digitalization it is a substantial challenge to reach the multitasking, screen agnostic and much more demanding customer. Recognizing this trend and aiming for digital growth is now a key factor for success.
Our discussion paper shows the importance of digitalization for businesses – B2B as well as B2C. It provides insights about how to exploit new potentials by using globeone’s tools ‘Digital Performance Leadership Measurement’, ‘Digital Consumer Journey’ and our ‘Corporate Website Evaluation Model’.
Get Consumer Smart - The quest for knowledgeemmersons1
Consumers the world over are on a drive for self-improvement. This week, we look at the way two specific consumer groups seek to optimise their personal potential.
d8 reflections on a post COVID-19 XM landscapeAlain Manders
In this document, you’ll find an overview of the 8 most impactful topics for XM in a post COVID-19 world, on which we have made our storydoing reflections. Nobody knows exactly what "the next normal” will look like. Yet, we would like to share this summary to start the conversation.
In order to implement these reflections in practice, we are working creatively on these 8 topics as well. This way we can face this challenging future together with concrete storydoing ideas. These creative ideas will also be coming your way in the next couple of weeks, so stay tuned.
If you have any questions, comments or challenges in the meantime? Please let us know at hello@demonstr8.com. We are looking forward to discussing them with you and your team!
Enjoy the read,
Demonstr8
(www.demonstr8.com)
PHD network summarises in this presentation its predictions for some of the key trends that will shape consumers, retailers and media over the coming year.
CONSUMER BEHAVIOUR IS CHANGING RAPIDLY. AS CONSUMERS’ NEEDS, WANTS AND EXPECTATIONS EVOLVE, BRANDS NEED TO IDENTIFY NEW WAYS TO RESPOND SO AS NOT TO FALL BEHIND THE CURVE.
We will start by looking at key 2014 trends suggesting how they will evolve over the next 12 months. We will then explore 10 new trends to look out for in 2015.
Future of identity Singapore - 3 july 2015 lrFuture Agenda
As part of the global future agenda programme we are adding in an extra event in Singapore on 3 July. This is focused on the future of identity and draws together different issues raised about this and related topics from several strands of the future agenda events to date. The aim of the event is to critique, enhance, add and build a clearer view of how our views of identity and loyalty, especially to sport and faith, will change over the next decade and what will be some of the key impacts and implications. This documents is the starting point for this discussion.
In this keynote presentation, Digital Marketing Expert and Influencer, CJ Johnson focuses on how you become a successful impact storyteller in the world of Digital Marketing. From insider tips to the future of digital marketing, CJ will lay out trends, strategies, and a decisive plan of action anyone can use to find success. In this presentation, CJ will describe the following to provide these key takeaways:
• Master Mindset - The mental health obstacles and tips you can use to overcome your self-doubt and fears to help you excel.
• How You Find Success - Clear Strategies and Simple Steps to improve overall Digital Marketing execution.
• Trend Report and Market Research/What Does It Mean For You? Insider knowledge to provide an edge to overcome your competitors.
• Tools/Apps/Hacks - Everything from the recommended apps to how you can best utilize your social media to influencer marketing tips, you will be primed for success.
• Q&A - CJ will take on questions and answer to share how your audience can level up.
After this session, your audience will be armed with insider industry knowledge, powerful tips to help them be effective storytellers, and practical tips to empower themselves.
Smart Millennials and their Changing Shopping Trends: A Case of Millennial St...IJMTST Journal
Shopping habits among people change with the change in generation. Each generation is characterized by unique habits and preferences. Understanding the changing trends becomes paramount for retailers to suit their business strategies to the new-age customers. On the other hand, reforms in the industry and pressures from competition throws open new vistas for today's retailers. In this connection, a study has been initiated to understand the changing shopping trends among millennials. The chief objective of the study is to find the changing habits of millennials in terms of their online buying, the penetration of smart-phone into their purchase process and their satisfaction towards online purchase. A sample of 135 respondents in Nellore was approached for a survey and after a few rejections; data from a total of 128 respondents was gathered using a structured questionnaire. The data gathered was thoroughly analyzed using statistical tools and the findings were presented. The results of the study state that the new-gen shoppers who are termed as millennials are coming up with unprecedented shopping habits and preferences. Most of the millennials own a smartphone or two which has disrupted the shopping trends in the market. Smart Millennials, the ones who belong to millennial generation and who own a smartphone are ubiquitous. Smartphones have penetrated deep into their personal lives. Smart millenials are welcoming experiments in product delivery and payment methods, spurring online shopping trend. However, there exist a few cases, if not many in which these smart millennials are slurred by a few online retailers by way failed delivery of product ordered. The study concludes that smart millennials are going to make a huge pie of the market in the years ahead and with the changing times comes the need for the retailers to fine-tune business as well.
Liquid Skills: how the world of learning is changingForesight Factory
Formal learning structures are eroding. Learning apps, how-to guides, and online courses: welcome to the world of learning any way, any time, any age. How does it affect your brand?
As part of our Understanding Gen Z UK Webinar, we created a series of infographics illustrating some of our research.
The full version of this report, UNDERSTANDING GEN Z,
is available to download on nVision (for nVision subscribers).
The report - which includes analysis of Gen Z’s attitudes to technology, health, values and brands - is also available to purchase. For enquiries, please contact webinar@futurefoundation.net
In this sample of Future Foundation's Trending 2015 report, we outline the first three Trends to watch for 2015.
To see the rest of the Top 10 Trends for 2015 and for supporting data and examples, download by visiting:
http://futurefoundation.net/nvision/
Mobiles learn human follow the needs - future foundationForesight Factory
Future Foundation's keynote presentation from Mobile Marketing's flagship event, Mobile Marketing Life, delivered in November 2014 by director of global trends, Dominic Harrison.
Big Data and The Future of Insight - Future FoundationForesight Factory
As Big Data sweeps through consumer-facing businesses, we ask:
- If Big Data is truly a revolution, then what (and whom) will it eliminate or elevate?
- What value will still be derived from conventional market research and brand-building techniques?
- If every brand is backed by Big Data, can every brand prosper?
For more information please contact info@futurefoundation.net or visit www.futurefoundation.net
2013 Reviewed - A Year In Trends by Future FoundationForesight Factory
Trends and insight specialists Future Foundation take a look back at its consumer trends predictions over the last year. What made the grade? What has changed? How does our data stack up? And what might be the biggest trends for 2014?
The Future Foundation has carried out an extensive forecasting exercise to explore the future of several commercial themes and sectors beyond 2020. In this report, we examine our predictions for the future of retail, identifying informed assumptions for the evolution of consumer trends, product and service innovations and the role that technological developments will play. We also provide invented images of retail concepts that might characterize the future marketplace as a result of the shifts we describe.
Highlights, data and ideas from the world's leading consumer insight and trends specialist. Trends include Beyond 2020 and the future of social media, Brainstorms at Bedtime & the redefinition of work life balance, the internet of things and the Myth of Consumer Protest. Get in touch with Karen Canty for more.
1. Trends 2013
The Future Foundation
For more information please contact:
Karen Canty
Email: karenc@futurefoundation.net
Direct number: +44 (0) 20 3008 6107
2. Trends 2013: Key trends and narratives 2
2013 : 10 trends to watch
Cheap Treats
New Cult of The Home
Ish!
Society of Sobriety
Native Marketing
The Hyper Individual
Gen Y4G
De-Globalisation
Graphene Nation
Pension Half-Board
3. Trends 2013: Key trends and narratives 3
CHEAP TREATS
Cheap Treats references the escapist
consumer’s response to austerity in
interaction with the ability of inexpensive
products to redefine themselves as agents
of reprieve and indulgence.
While many of us might delay spend on
luxury items and major purchases, not all
quality-rich indulgences are rendered
unattainable in the current sober
economic climate. Pleasure can be found
and legitimated in the smallest of things.
Focus for 2013 : The demand for Cheap Treats will shape consumer shopper habits as
spending power remains weak - we expect there will be more trading across and within
categories rather than mere trading down. The creative re-positioning of products once
seemingly unexceptional will stimulate innovation and offer consumers ever more
opportunities to find day-to-day moments of fun and release from the burden of austere living.
Key facts : 6 in 10 agree “It's really important that I can treat myself when I want”.
40+% are buying cheaper groceries as a result of the downturn.
Source: nVision Research | Base: 1,000–5,000 online respondents aged 16+, GB, 2012
4. Trends 2013: Key trends and narratives 4
NEW CULT OF THE HOME
The New Cult of the Home remains one
of the UK’s most epoch-defining trends.
The home continues to hold deep cultural,
social and psychological meaning for the
UK consumer : at once an investment,
leisure venue, familial cocoon, network
hub, a refuge from a fraught labour
market. Austerity reinforces the trend, as
doing things at home remains cheaper
than going to the cinema, dining in
restaurants, drinking in bars.
Focus for 2013 : Economic realities will seriously energise the New Cult of the Home in
many respects. The numbers of young people unable or unwilling to leave the family home at
a once conventional point is a significant social phenomenon now; teenage bedrooms are
morphing into adult pods. Meanwhile, the family becomes an ever more vital source of
financial solidarity as pensions weaken and tertiary education stays expensive.
Key facts : Today a first-time buyer can be asked for an advance 3.2 times their income.
Over 80% of ABs agree it is important they own their own home, cf 55% of DEs.
Source: nVision Research | Base: 1,000–5,000 online respondents aged 16+, GB, 2012 / Council of Mortgage Lenders 2012
5. Trends 2013: Key trends and narratives 5
ISH!
In Ish! we focus on evolutions in human
relationships - identifying that these days
the lasting success of any intimate union
is much more performance-conditional.
The trend explores the commercial
analogies of all this : how consumers are
becoming ever more promiscuous in an
age where there are fewer pressures /
obligations on us to stay with brands
which are no longer giving satisfaction or
with contracts that last forever.
Focus for 2013 : At heart, Ish! is a debate about the nature of contract, subscription and tariff
in modern UK - a debate which will intensify in 2013 and beyond. Just what will it actually
mean for a brand to have a “relationship” with a customer? Ish! invites all consumers to ask :
just what is my loyalty to my mobile supplier/insurance company/utility actually bringing me
and should I start to de-clutter my lifestyle and stay free of commercial entanglements?
Key facts : 3 in 10 claim to regularly switch between different financial products and
providers. 77% want to be switched automatically to the cheapest utility tariff.
Source: nVision Research | Base: 1,000–5,000 online respondents aged 16+, GB, 2012
6. Trends 2013: Key trends and narratives 6
SOCIETY OF SOBRIETY
Under the Society of Sobriety trend we
examine the creeping preference for
moderate living among modern consumer
tribes.
In the face of so much health information,
advice and regulation, can it be that
consumers are slowly self-disciplining
against excessive indulgence and bad
fun? Is sin-free living gaining a cultural
vibe? A number of related trends
converge to make it so.
Focus for 2013 : Austerity on its own stimulates sober lifestyles as consumers curb frivolous
spend. At the same time, we do not expect the momentum behind the promotion of healthier
lifestyles from Government to dissipate. It is these days barely realistic to claim that one does
not know how many calories are in a hamburger or how may alcohol units spell binge. Excess
is just not funny any more, not attractive, not conducive to social success.
Key facts : The banning of cigarette displays in all shops is to be complete by 2013.
A majority of people now agree it is responsible to limit Xmas gifts for kids.
Source: nVision Research | Base: 1,000–5,000 online respondents aged 16+, GB, 2012
7. Trends 2013: Key trends and narratives 7
NATIVE MARKETING
Native Marketing examines how brands
are making psychologically rich journeys
for/with their customers, narrating their
presence into the heart of their social
spaces.
Brands become lifestyle accessories,
engaging us with intelligent content and
creative distraction. In this world, there is
no vulgar discussion about price and
value-for-money; the brand is no longer a
product in any 20th century sense.
Focus for 2013 : The release of 4G networks across all major mobile networks in 2013 will
widen consumers’ access to high-level content on-the-go, leaving the platform for Native
Marketing wider and more accessible. One can expect too more brands setting out to DJ
culturally valuable experiences for all stakeholders - even those who are not (or not yet)
actual consumers of the branded product.
Key facts : Coca-Cola’s Facebook page has over 53 million likes.
As 2012 closes, ca 6 in 10 16-24s in GB follow a brand on a social network.
Source: nVision Research | Base: 1,000–5,000 online respondents aged 16+, GB, 2012
8. Trends 2013: Key trends and narratives 8
THE HYPER INDIVIDUAL
The Hyper Individual is in control. Armed
with efficient, intelligent data-monitoring
services, 4G internet access and
programmed algorithms, there is a
modern consumer driven to run her life
ever more purposefully and with
relentlessly upgraded professionalism.
We reference here the New Maximising :
a super-trend by which all tools of self-
reliance and household management are
sharpened in every direction.
Focus for 2013 : Saving money is a powerful agent for this story (in a time when inflation in
household bills is specially acute). Meanwhile, consumer empowerment naturally intensifies
as so much of living becomes efficient and automated under the wave of ever more portable/
versatile net-enabled products. Consumption, for some, starts to resemble an extreme sport.
Key facts : 4 in 10 GB consumers check and compare prices on a weekly basis.
Hukkster notifies its users when garments they want to purchase fall in price.
Source: nVision Research | Base: 1,000–5,000 online respondents aged 16+, GB, 2012
9. Trends 2013: Key trends and narratives 9
GENERATION Y4G
Gen Y4G explains the shift to an ever
more entrepreneurial, do-not-wait-for-nice-
things-to-happen lifestyle among the
under-30s.
An extremely techno-literate tribe, Gen
Y4G are tackling the unique challenges of
their times - more living-at-home, a still
vexed entry into career markets, much
delayed household formation and home
ownership, debt accumulation, pressured
incomes - with an equally unique tool-kit.
Focus for 2013 : 2013 will further accelerate change to Gen Y lifestyles and the under-30s
will be particularly spurred to utilise digital resources, personal initiative and peer- and family-
networks to win in an austere climate. The realisation that the State is a poor provider will
impel those that have them to exploit their degree-level skills to de-victimise their existence
and to apply business model thinking to how they run their lifestyles and their futures.
Key facts : 6 in 10 Gen Ys agree they are prepared to take risks to get what they want in life.
70% of over-30s say Gen Y faces more financial challenges than previous ones.
Source: nVision Research | Base: 1,000–5,000 online respondents aged 16+, GB, 2012
10. Trends 2013: Key trends and narratives 10
DE-GLOBALISATION
Discontent with the UK’s membership of
the EU is such that a tabula rasa
referendum is proposed by some. Even
moderate voices express concern over the
scale of foreign ownership of much loved
UK brands and the encroachment of
corporate acquisition from overseas.
Consumers continue to be moved to Buy
British/Scottish/Welsh as a device for
protecting local regional development and
endorsing superior indigenous quality.
Focus for 2013 : As discussions about fiscal and banking union swell in mainland EU, so the
UK - feeling relatively remote from the Eurozone Crisis - falls under pressure to declare its
long term membership objectives. This will colour public debate in the UK, reinforcing a sense
of national autarky and inviting a re-definition of our relationships with and responsibilities
towards the rest of the world. Will Buy British flourish beyond recession? Accordingly, yes.
Key facts : Only around 20% of Britons have a positive image of the EU. Around 50% agree
they are keener now to buy locally produced goods.
Source: nVision Research | Base: 1,000–5,000 online respondents aged 16+, GB, 2012 / Eurobarometer 2012
11. Trends 2013: Key trends and narratives 11
GRAPHENE NATION
Objects and the processes which create
them are almost completely unstable now.
The evolution captured by the term 3D
Printing is paving new forms of product
personalisation and customisation, while
providing fresh invitations to individual
creativity. Meanwhile, the revolutionary
nano-chemistry of graphene promises
radical improvements to touch screens
and liquid crystal displays - as well as
making everything bendable/foldable.
Focus for 2013 : So far, much of this story has been confined to geekish magazines and
futurology’s wider shores. But it will be increasingly vital to see Graphene Nation as a social
trend as much as a technological dream. This is a story about consumers effectively
designing and using their own products and indeed their own brands in ways which both
stretch their personal creativity and re-order relationships with companies.
Key facts : 70% of under-24s agree that it is important to be able to express personal
creativity. The developers of graphene are Nobel Prize winners.
Source: nVision Research | Base: 1,000–5,000 online respondents aged 16+, GB, 2012
12. Trends 2013: Key trends and narratives 12
PENSION HALF-BOARD
As the pension-age population rises, so
the stock of pension finance declines : a
function of rigour in state spending,
dramatic reductions in final corporate
schemes, permanently weakened
annuities…
Thus (as is increasingly understood) many
will be a) working beyond 70 b) depleting
legacy assets c) drawing finance from
younger family members. Society
becomes ageless in new, dramatic ways.
Focus for 2013 : In 2013, there will be topical debate about the special costs of living (eg
utility bills, withdrawal of allowances) for those on fixed incomes. HMG’s state pension
reforms (via the Hutton Report) will further stimulate the realisation that only dedicated lifelong
saving will protect late-age living standards. Slow-burn so far, the issue is now explosive as
those in their 20s are educated to save for their 70s while the whole notion of retirement dies.
Key facts : 1.4 million people are still in the labour market beyond state pension age. A
majority now expect to work longer to fund old age.
Source: nVision Research | Base: 1,000–5,000 online respondents aged 16+, GB, 2012 / ONS