Learn about two tools emerging as vital to PR from one of the world's most renowned futurists. Trends for the Near Future presented by Marian Salzman at Havas Cafe at the Cannes International Festival of Creativity

1. Cannes International Festival of Creativity 2012
Trends for the
Near Future
Marian Salzman

2. What We’ll Cover
• Brief history of trends
• Then. Now. Next.
• Newscrafting the future

3. Brief history
of trends
(Will it be 20 years?)

4. 1993
The death of the celebrity endorser.

5. 1994 America
is
going
online.

6. 1995
Food
angst.

7. 1998
Americanization is
not globalization.

8. 1998
Glocalization.

9. 1999
Millennium
Blue.

10. 1999
Singletons.

11. 1999
Internet
spying.

12. t ro s
2003
2004 M xu l and the angst
Se of maleness.

13. ging
Blog
2004 going m.
strea
main

14. 2005
Sleep is the new sex.

15. 2006 Brand sluts.

16. 2007
Radical
transparency.

17. 2007
Blue is the new green.

18. 2007
Local is
the new
global.

19. 2008 The prime crisis.

20. 2009
A
children’s
place.

21. 2010
Cellphones
are the new
trans fats.

22. 2011
Grey divorce.

23. 2011 Water
is
the
new
oil.

24. 2011
The new social
is antisocial.

25. 2012 Let’s get REALLY competitive.

26. 2012 Beached
white
males.

27. Then.
Now.
Next.

28. Marriage
Then: Straight people married
Now: Marriage gets delayed
Next: Partners marry or not
depending on tax benefits

29. Religion
Then: Religion was declining
Now: Religion is the subtext of red vs. blue
Next: Modern forms of orthodoxy fill the void for many

30. Then: Consumers were loyal
Now: Consumers have discovered the joy of
sex with multiple “partners” (brands)
Next: Marketers seek monogomy in millennials

31. W men
Then: Women cooked the bacon,
and maybe brought it home
Now: Women bring home the bacon, fry it up,
then go back to work in their home office
Next: Women bring home the bacon, and more
and more men will put it in the pan

32. Places
Then: Amsterdam
Now: Brooklyn
Next: Anywhere in
the Southwest

33. Branding Then: Brands were solo
Now: Brands are in bed with
like-minded companions
Next: Megabrands form and exploit
the power of (more than) one

34. Workplace Then: Work in an office
Now: Work in a cloud
Next: Work less, live more

35. Messaging
Then: The medium is the message
Now: The medium is in service to brands
Next: The message is the medium

36. Money Then: Cash in hand
Now: Online banking
Next: Smartphone payments

37. Privacy
Then: I want my privacy
Now: I want to tell you everything
Next: I want to tell you everything,
but leave me alone

38. Household Then: June Cleaver
Now: “The Real Housewives”
Next: What’s a housewife?

39. Fear
Then: Fear over Communists and nukes
Now: Fear over anything and everything
Next: Fearless takes over to innovate and survive

40. Weather Then: Earthquakes, tsunamis and Katrina
Now: Extreme weather
Next: Overheated planet

41. Finance
Then: Dull angst over savings
Now: Financial insecurity, rising
costs of healthcare; where did
my pension, life savings and
retirement plans go?
Next: Work until we die

42. Nuclear Then: Nuclear annihilation as fear
Now: Renewed hopes for nuclear energy
Next: Nuclear errors

43. Cyber-Privacy
Then: Fear of Internet piracy
Now: Hope for Internet privacy,
fear of everything being
made public or hacked.
Next: Cyberpadlocks

44. Institutions Then: Our institutions have failed us,
mistrust of corporations and
investment firms (Enron, Tyco, Madoff)
Now: Clawbacks
Next: Radical transparency

45. Corporations Then: Corporate greed
Now: Occupy movement
Next: Backlash against the wealthy
corporate executives themselves

46. Pets Then: Blended puppies
like
labradoodle became chic
Now: Invent your own blended puppy
(aka designer mutts), with owners
sampling the DNA of the dogs
Next: Pets being cloned to live forever

47. Gender
Then: Women on top
Now: Christian Grey puts men on top
Next: Power struggles to be on top

48. Green
Then: Only hippies were green
Now: Everyone is tired of everything green
Next: Green goes beyond mainstream the
power of (more than) one

49. News
Then: News broke by coming to
attention of the nearest
wire service
Now: News breaks by coming to
the attention of someone
with a Twitter account
Next: • • •

50. Looking forward:
Newscrafting
the futureFor brands and causes, the essential value of
public relations is increasingly coming from its
ability to master the changing forms of news as
traditional and social media intertwine. PR firms
have a massive opportunity to go way beyond
the old practice of pitching the news to become
masters of newscrafting for our clients—a mix
of putting out routine news in more compelling
ways, creating news opportunities and coattailing
relevant breaking news.

51. Real-time newscrafting
We’re all making news as we’re consuming it, and this leads to an
adrenaline-rushed world where all news seems to be breaking—
even if it’s hard for everything to be happening simultaneously,
in a frenzy, with epic implications for the masses.
We’ve also all become narrowcasters, sharing the news we care
about with the people we touch: our fans, friends and followers.
We call this mycasting.
The multiplicity of “my” viewpoints being heard
on new channels is impressive.