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Trends for the Near Future
The document outlines trends from the Cannes International Festival of Creativity 2012, highlighting the evolution of societal norms and branding over the years. It discusses shifts in marriage, consumer behavior, workplace structure, and the nature of news in a rapidly changing digital environment. The author emphasizes the need for public relations to adapt and innovate in crafting news in response to these unfolding trends.
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Trends for the Near Future
- 1. Cannes International Festivalof 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 (Willit be 20 years?)
- 4. 1993 The death ofthe celebrity endorser.
- 5. 1994 America is going online.
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- 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 thenew sex.
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- 17. 2007 Blue is thenew green.
- 18. 2007 Local is the new global.
- 19. 2008 The prime crisis.
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- 23. 2011 Water is the new oil.
- 24. 2011 The new social isantisocial.
- 25. 2012 Let’s getREALLY competitive.
- 26. 2012 Beached white males.
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- 28. Marriage Then: Straight peoplemarried Now: Marriage gets delayed Next: Partners marry or not depending on tax benefits
- 29. Religion Then: Religion wasdeclining Now: Religion is the subtext of red vs. blue Next: Modern forms of orthodoxy fill the void for many
- 30. Then: Consumers wereloyal 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 overCommunists 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 angstover 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 ofInternet 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 ontop Now: Christian Grey puts men on top Next: Power struggles to be on top
- 48. Green Then: Only hippieswere green Now: Everyone is tired of everything green Next: Green goes beyond mainstream the power of (more than) one
- 49. News Then: News brokeby 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 futureForbrands 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.