Who wouldn’t want to know what the future holds for him or her. While not actually forecasting personal fortunes, JWT has sought to throw some light on 10 trends in the near future in a recently released report.
Ann Mack, Director of Trendspotting at JWT, said, “We believe it is essential to plot societal shifts in order to develop big brand ideas. Trendspotting allows us to tune in to the zeitgeist, discover how seemingly disconnected details are connected and figure out how the mood of the moment is affecting people’s lives. Without this bigger picture, we run the risk of creating irrelevant and ineffective communications.”
Key trends highlighted in the report titled ‘10 Trends for 2008’ include blue becoming the new green as climate change quickly becomes the driver of environmentalism 2.0, and people worldwide understanding that climate is all about the seas and the sky – both blue. Watch out for ‘green’ to become a subset of ‘blue’, which is coming to denote the much larger emerging spirit of good citizen ethics.
Radical transparency will be the new generation gap, a divide between those who relish privacy and those who want to show and tell all. For younger generations, “nothing to hide” will be the new norm. But look out for radical transparency to temper (at least temporarily) as online exhibitionists enter higher education and the workforce.
With rational ownership moving beyond the shared planes of the jet-setting elite, there will be cooperative consumption. The masses are already sharing everything from art to cars to designer handbags, and as technology for pooling demand and resources becomes increasingly sophisticated, this model will be applied to an even wider range of categories.
This apart, aging populations will increasingly outsmart chronic diseases as genetic testing and other medical breakthroughs become widely available. And reality checks will kick in as the American tech bubble and Chinese economic bubble continue to stretch.
This is the third year that JWT has published its annual trends forecast. “Trends we have previously forecast include the disappearance of downtime and down space, the rise of eco-awareness, ‘truthiness’ in branding and the Old World taking on New World habits (the growing prevalence of obesity, fast food chains and smoking bans in Europe),” Mack said.