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Trends 2019: Strangers in a Strange Land

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sparks & honey identifies and explores the 15 most powerful and emergent trends shaping culture in 2019.

Every day, we wake up to a radically changed world: a growing sense of disconnect from our increasingly unfamiliar realities will come to a head. A year of unprecedented volatility, we’ll see virtually everything we might have once considered sacred or secure in flux. This very uncertainty means that the future is more malleable than ever, and dare we say, hopeful.

The trends explored in this report represent behaviors and attitudinal shifts that will be the compass for navigating our lives, our world — and business — for the year to come.

To download the full report go to reports.sparksandhoney.com

Published in: Marketing
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Trends 2019: Strangers in a Strange Land

  1. 1. Culture Forecast / January 2019 15 TRENDS THAT WILL SHAPE THE CULTURAL LANDSCAPE IN 2019 AND BEYOND STRANGERSINA STRANGE LAND TRENDS 2019
  2. 2. LIVINGINTHESHADOWS shadow world Unsettling encounters, experiences and emotions are forcing us to reconsider our senses, the motivations of others and even the very fabric of reality. To download the full report go to reports.sparksandhoney.com
  3. 3. The “uncanny valley” is the eerie, uneasy feeling we get from seeing something that’s humanoid, but not quite human. Our present cultural landscape — familiar in shape, but bizarre and unfamiliar in many other ways — has stretched the uncanny valley to encompass the entire world. To download the full report go to reports.sparksandhoney.com
  4. 4. Respondents who voted for Brexit in the UK are twice as likely to believe in one or more conspiracy theories, such as believing in a “global shadow government” or that climate change is a hoax; voters for Trump in the U.S. are three times as likely. — YouGov-Cambridge survey To download the full report go to reports.sparksandhoney.com
  5. 5. Trends 2019: Strangers in a Strange Land Living In The Shadows 5 Shadow World captures the half-hidden side of existence, which is manifesting in our day-to-day lives as an undercurrent of the uncanny, causing us to scan the landscape for invisible, intangible presences, with the persistent feeling that something isn’t quite right. IDENTITY
 INTEGRITY A faltering sense of control over who we are Trend 1 NEGOTIATED REALITY Your real isn’t 
 my real Trend 2 ACCEPTED DECEPTION Casual — occasionally cynical — acceptance of untruths as the norm Trend 3 SPIRITUAL SELFISHNESS Experimenting with darker, more self- centered beliefs. Trend 4 VETTINGAS ASERVICE Validating identity, 
 and confirming facts 
 on demand Trend 5 WELCOMETOTHE
 UNCANNYVALLEY To download the full report go to reports.sparksandhoney.com
  6. 6. Trends 2019: Strangers in a Strange Land Living In The Shadows: Shadow World 6 Source: 2018 Edelman Trust Barometer Turkey Mexico Brazil United States South Korea Spain Australia Canada Japan France United Kingdom Germany 49% 43% 35% 31% 30% 29% 25% 19% 17% 16% 15% 9% Where Exposure to 
 Fake News Is Highest % of consumers who say they’ve been exposed to completely made-up news in the past year Uncertainty Over 
 Real Vs. Fake News of people worldwide say they don’t know how to tell good journalism from rumor or falsehoods. of people worldwide say it’s getting harder to tell if a piece of news originated with a respected media organization. 59% 63% To download the full report go to reports.sparksandhoney.com FAKENEWSISRAMPANT AND THECONSEQUENCEISAGROWING INABILITYTODISCERNTRUTH Once upon a time, news organizations were trusted to help us filter out falsehood and key into facts. But the rise of social media has made it harder and harder for us to know what constitutes “news,” and which news institutions are reliable.
  7. 7. Trends 2019: Strangers in a Strange Land Living In The Shadows: Identity Integrity 7 Our personas are becoming fragmented and distributed, as we lose the ability to control our data and trust our memories and senses. 85% of Chinese have suffered some sort of data leak, ranging from their phone number being sold to spammers to their bank account details being stolen. —ChinaConsumersAssociation shadow world deep personalization distributed trust TREND1 IDENTITYINTEGRITY To download the full report go to reports.sparksandhoney.com
  8. 8. Trends 2019: Strangers in a Strange Land Living In The Shadows: Identity Integrity 8 Sources: eMarketer; Gemalto Do Smart Phone Users Worldwide Feel They Are in Control of Their Personal Data Used by Mobile Apps and Services? Number of Global Data Breaches Pertaining to Identity Theft From 1st Half 2013 to 1st Half 2018 NUMBEROFINCIDENTS 1100 825 550 275 H1 '13 H2 '13 H1 '14 H2 '14 H1 '15 H2 '15 H1 '16 H2 '16 H1 '17 H2 '17 H1 '18 609 1,085 680 429 621 449 552 452476 342357 0 Feel in control, I am asked for permission and make a conscious choice about how my data is used 13% I know that by agreeing to the terms and conditions I am giving permission for them to use my data, but I don’t feel I have a choice 36% Feel I have some choice about my data some of the time 14% I didn’t know apps and services make use of my personal data 14% Know my personal data is being collected but I am never asked for permission 12% None of the above 12% % of global smartphone users who say that… CONSUMERSFEELLIKETHEY’VE LOSTCONTROLOFTHEIRDATA Most of us feel like we do not have much choice in managing or securing our data — and those who have control are not doing a very good job. To download the full report go to reports.sparksandhoney.com
  9. 9. Trends 2019: Strangers in a Strange Land Living In The Shadows: Identity Integrity 9 Source: sparks & honey, Q™ TIME CONVERSATIONS 9.5M NET POSITIVE SENTIMENT 20% -50K 0 50K 100K -20K 0 20K 40K JUL ‘17 NOV ‘17 MAR ‘18 JUL ‘18 NOV ’18MAR ‘17 ENGAGEMENT POSITIVESANDNEGATIVES Source: sparks & honey, Q™ What are people saying? Here are the topics that triggered some of the most energetic and polarizing conversations in 2018 NOV 13 - DEC 6, 2017 Conversations around Carpenter v. US, the Supreme Court case on whether warrants are required to search smartphones 360,650 Conversations 12% Net Sentiment JAN 2 - JAN 19, 2018 Conversations around Mueller charging 13 Russians with conspiracy for 2016 election activities. 278,333 Conversations 28% Net Sentiment MAR 10 - APR 17, 2018 Conversations around Facebook and Cambridge Analytica 1.2M Conversations 7% Net Sentiment SEP 16- OCT 17, 2018 Conversations around employers using AI to weed out job applicants 558,811 Conversations 14% Net Sentiment JUL 11- AUG 5, 2018 Conversations around Facebook failure to regulate fake news 861,908 Conversations 9% Net Sentiment MAY 4 - JUN 8, 2018 Conversations around Reuters using satellite data to show secret Chinese military bases in South China Sea 730,245 Conversations 17% Net Sentiment ENGAGEMENT POSITIVES NEGATIVES THEYEARINIDENTITYINTEGRITY To download the full report go to reports.sparksandhoney.com
  10. 10. Trends 2019: Strangers in a Strange Land Living In The Shadows: Negotiated Reality 10 Studies generally suggest that, year after year, less than 60 percent of web traffic is human — and in some years, more than half of all web traffic consists of bots and users hired to create fraudulent clickstreams. —NewYorkMagazine shadow world blurred ID Different perceptions of “truth” create a sense of constant tensions — turning social reality into a shifting mass collaboration. TREND2 NEGOTIATEDREALITY To download the full report go to reports.sparksandhoney.com
  11. 11. Trends 2019: Strangers in a Strange Land Living In The Shadows: Negotiated Reality 11 Sources: Statista; YouGov Proportion of Female CEOs Is Hugely Overestimated What Constitutes Sexual Harassment of a Woman by a Man? WHEN A MAN 
 TELLS A WOMAN
 A SEX JOKE 0 17.5 35 52.5 70 35 69 53 38 17 67 47 WHEN A MAN 
 LOOKS AT A 
 WOMAN'S BREASTS 0 15 30 45 60 29 50 51 38 26 47 30 WHEN A MAN PUTS 
 HIS ARM AROUND A 
 WOMAN'S WAIST 0 20 40 60 80 44 37 72 44 54 55 39 GERMANY GREAT BRITAIN FRANCE DENMARK FINLAND NORWAY SWEDEN Average estimate by each country 
 of % of global CEOs who are women MEXICO BRAZIL INDIA TURKEY RUSSIA ITALY FRANCE UNITED STATES SPAIN CHINA GERMANY JAPAN UNITED KINGDOM AUSTRALIA SOUTH KOREA 29% 24% 23% 21% 21% 20% 18% 17% 16% 15% 13% 12% 12% 9% 18% 3%ACTUAL % of each country who think unwanted 
 cases of each behavior is sexual harassment WHATIS“REALITY?” DEPENDSONWHOYOUASK In a deeply polarized world, highly motivated groups with contrasting perspectives and agendas abound — leading to a massive gulf in the interpretation of basic aspects of society, business and politics. To download the full report go to reports.sparksandhoney.com
  12. 12. Trends 2019: Strangers in a Strange Land Living In The Shadows: Accepted Deception 12 By some estimates, 50% of all imported goods in Nigeria are counterfeit. —TheNation shadow world reality manipulation A certain amount of falsehood is now assumed to be a part of every statement, relationship and experience by default. TREND3 ACCEPTEDDECEPTION To download the full report go to reports.sparksandhoney.com
  13. 13. Trends 2019: Strangers in a Strange Land Living In The Shadows: Accepted Deception 13 TIME CONVERSATIONS 9.5M NET POSITIVE SENTIMENT 20% -50K 0 50K 100K -20K 0 20K 40K SEP 23 - OCT 5, 2018 Conversations around Kavanaugh hearings and Flake demand for FBI investigation 164,620 Conversations -77% Net Sentiment SEP 10 - SEP 22, 2018 Conversations around Trump allegations that Anderson Cooper “kneeled in water” to make Hurricane Florence look worse than it was 175,988 Conversations -69% Net Sentiment MAY 26 - JUN 12, 2018 Conversations around massive opioid stash seized — one of the largest in history, consisting of enough fentanyl to kill 26 million people 195,779 Conversations -92% Net Sentiment NOV 20 - DEC 20, 2017 Conversations around Theranos founder Elizabeth Holmes being charged with “massive fraud” by SEC 190,815 Conversations -41% Net Sentiment NOV 20 - DEC 20, 2017 Conversations around free speech on college campuses, driven by conservatives who have been shouted down by protest during speaking engagements 190,815 Conversations -41% Net Sentiment MAY 23 - JUN 9, 2017 Conversations around the sharing of “fake news” within social media bubbles 40,520 Conversations 33% Net Sentiment JUL ‘17 NOV ‘17 MAR ‘18 JUL ‘18 NOV ’18MAR ‘17 ENGAGEMENT POSITIVESANDNEGATIVES Source: sparks & honey, Q™ ENGAGEMENT POSITIVES NEGATIVES What are people saying? Here are the topics that triggered some of the most energetic and polarizing conversations in 2018THEYEARINACCEPTEDDECEPTION To download the full report go to reports.sparksandhoney.com
  14. 14. Trends 2019: Strangers in a Strange Land TREND4 SPIRITUALSELFISHNESS Living In The Shadows: Emerging Trends 14 Just 31% of U.S. Catholics rate the clergy's honesty highly, down from 49% in 2017; 44% of U.S. Catholics confident in organized religion; an 8-point drop. —Gallup shadow world trolling EMERGING TREND As traditional institutions are found wanting, people seeking something to invest their faith in are experimenting with darker, more self-centered beliefs. To download the full report go to reports.sparksandhoney.com
  15. 15. Trends 2019: Strangers in a Strange Land Living In The Shadows: Emerging Trends 15 As of 2019, there were 137 active fact- checking projects around the world — up from 114 at the start of 2018. —DukeReporter’sLab TREND5 VETTINGASASERVICE EMERGING TREND Tools designed to validate identity, conduct audits and confirm facts on demand are becoming increasingly common and popular. shadow world provenance To download the full report go to reports.sparksandhoney.com
  16. 16. technomaladies CTRL-ALT-ESCAPEConstant connectivity, stimuli-saturated environments and immersive digital 
 platforms are challenging social conventions and forging new cultural norms To download the full report go to reports.sparksandhoney.com
  17. 17. Trends 2019: Strangers in a Strange Land Ctrl-Alt-Escape 17 Technomaladies speaks to how, even as devices, platforms and apps are enhancing our abilities more than previous generations could have ever dreamed, they are also reshaping our capacity to focus, inundating us with stimuli and increasing our device-dependence just to function. TUNNELING Driven to distraction, we’re seeking new ways to focus Trend 7 SEMI- PRESENCE The state of never- ending processing Trend 8 THING- SOURCING Expanding our capacity by exporting functions to devices and platforms Trend 9 IT’S COMPLICATED Technology is forcing relationships to evolve Trend 10 DIGITAL MINIMALISM Streamlining our tools 
 and services. Trend 11 TECHNOLOGYGIVETH ANDTAKETHAWAY To download the full report go to reports.sparksandhoney.com
  18. 18. outsiders welcome BREAKINGTHEORDINARYReframing the ways in which we think about ourselves to accommodate divergent perspectives, disruptive identities and new ways of imagining the nature of humanity To download the full report go to reports.sparksandhoney.com
  19. 19. Trends 2019: Strangers in a Strange Land Breaking The Ordinary 19 ALGORITHMS
 ASNEW DEMOGRAPHICS Formulas and code are replacing checkboxes Trend 11 RE- NORMING Responding to real-time shifts in what we value Trend 12 RETHINKING HUMANITY Deconstructing and expanding the definition of “us” Trend 13 BLANKLIKE ME Opting out of being identified or defined at all Trend 14 INSTANT COUNTER-
 CULTURE Adopting new symbols of marginalized identity in real time. Trend 15 With the world in uncertain flux, we feel freer to embrace boundary-free identities and to adopt new means to accommodate the divergent perspectives of an ever-wider range of people. We track these shifts through our Element of Culture Outsiders Welcome, which explores how our definition of “us” has continued to widen over time. THEDEFINITIONOFUS CONTINUESTOEXPAND To download the full report go to reports.sparksandhoney.com
  20. 20. To download the full report go to reports.sparksandhoney.com Business Inquires / Speaking Engagements: Kristin Cohen kristin.cohen@sparksandhoney.com
  21. 21. Culture Forecast / Jan 2019 Anna Sofia Martin
 Editorial Director Jeff Yang
 VP, Head of Global Futures Camilo La Cruz
 Chief Strategy Officer Terry Young
 CEO & Founder CREATIVE Eric Kwan Tai Lau
 Director of Visual Intelligence Julian Acevedo
 Jr. Visual Designer RESEARCH & CULTURAL INTELLIGENCE Olivia McLean
 Sr. Cultural Strategist Chelsea St. Clair
 Jr. Cultural Strategist Annalie Killian
 VP, Strategic Partnerships CONSULTANCY Paul Butler
 Chief Operating Officer Sharon Foo 
 Managing Director Kristin Cohen 
 Head of Business Development Caitlyn Acosta
 Project Manager No parts of this publication may be reproduced, copied, distributed or transmitted in any form without the permission of sparks & honey. © 2019 sparks & honey, LLC. All rights reserved. THETEAM

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