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100 THINGS TO WATCH IN 2014DECEMBER 2013
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100 THINGS TO WATCH IN 2014
100 THINGS TO WATCH IN 2014
•In addition to our 10 Trends for 2014 forecast, JWT presents 100 Things to Watch in 2014. Some items on
ourlistreflectthebroadertrendswe’respotlighting:
– The End of Anonymity:It’sbecomingnearlyimpossibletoremainunobservedanduntrackedby
governmentsandcorporations(thankstoBeaconsandanarrayofothertechnologies).Asanonymity
becomesmoreelusive,expectagrowingTechno-ParanoiaandaflourishingPrivacyMarketplace. Brands
willneedtoadoptpracticeslikePrivacybyDesign.
– Mindful Living:Consumersaredevelopingaquasi-Zendesiretoexperienceeverythinginamore
present,consciousway.MindfulLivingisfilteringintothemainstreamasmorepeoplefeeldrawnto
theideaofshuttingoutdistractionsandseeitasacompetitiveadvantage(SurvivaloftheFocused).
We’llseeMindfulness in Classrooms and more people practicing ContemplativeComputing,keeping
technologyatarm’slengthandembracingtheHeads-UpMovement.
– Remixing Tradition:Withsocialnormsquicklychangingandanewanything-goesattitude,peopleare
mashingupcherishedtraditionswithdecidedlynewideas,creatingtheirownrecipesforwhatfeels
right.ThiswillmeaneverythingfromDigitalGrieving to DivorceParties.Consumerswillreviveold
traditions(TraditionalFolkClothing)orputanewspinonthem(Godless Congregations).
•Amongotherthings,thislistalsoincludestechtoolsanddevices,foodandbeveragetrends,newtypesof
businesses,newbehaviorstowatchandideaswiththepotentialtoladderuptobiggertrends.
ForalookathighlightsfrompastThingstoWatchandupdatesonafewthingswespotlightedayearago,jumpto OurTrackRecord.
BACKGROUND
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100 THINGS TO WATCH IN 2014
100 THINGS TO WATCH IN 2014
OUR THINGS TO WATCH IN 2014
1. 3D Printer RetailHubs
2. 3D Printing Accessories
3. Aerial Yoga
4. African ContemporaryArt
5. Algae
6. AmbientCommerce
7. ArmchairTravel
8. ArrestedIRLDevelopment
9. ArtIncubators
10.AwesomenessTV
11. Beacons
12.BitcoinRivals
13. Bitcoins Bust Out
14. Branded Real Estate Development
15. Brands Blur GenderLines
16. Brands in Space
17. Brazil As Debutante
18. Brazilian Art
19.BreathAnalysis
20. Catering to Chemical Sensitivities
21. Chinese Wines
22. The Circular Economy
23.CocktailsonTap
24.Community-Supported Everything
25.ContemplativeComputing
26. Couriers on Call
27.CraftMocktails
28. Deconstructed Dinners
29.DeliveryWars
30. Demonizing FoodDyes
31. Digital Art
32.DigitalGrieving
33.DivorceParties
34. Drone Regulation
35. E-Cigarette Regulation
36.EdiblePackaging
37.EqualRights for Men
38.FashionfortheSpace Age
39.FastFoodTofu
40.Feel-GoodFashion
41.GlanceableUI
42.Glassware
43. Godless Congregations
44. Google Glass Etiquette
45.Hacking’s NewFrontier
46.HapticTechnology
47.HashtagFatigue
48. Heads-Up Movement
49.HomemadeBabyFoodDelivery
50. Human Touches
51.InfusedIceCubes
52.InternetSafetyNets
53. Jumia
54. Kid-Bots
55.LiveBroadcasts
56.MakeupSalons
57.TheMarijuanaMarket
58.mEmployment
59. Messaging Apps As Retail Channel
60. Metadata
61. Mindfulness in Classrooms
62. Minimoons
63. Minute to Read It
64.Needle-FreeVaccines
65. Oculus Rift
66.OTTTV
67. Photoshop for All
68. Podcast One
69.PrivacybyDesign
70.PrivacyMarketplace
71. Regional Ethnic Cuisine
72.RoboticSecurityGuards
73.Role-PlayingAdventures
74.SavoryYogurt
75.SeamlessPayments
76. Semiautonomous Cars
77.SensoryLiteracyAsCore Curriculum
78. Sight-Running
79.SmartVendingMachines
80. Snail Slime
81.Sochi’sThirdComing
82.TheSocialDivide
83.Soju
84.SpeakingVisually
85. Sports Mashups
86. Stealth Health
87.SurvivaloftheFocused
88.Tablet-FirstTV
89. Techno-Paranoia
90. Telediagnostics
91. Telepresence Robots
92. Traditional FolkClothing
93.UglyProduce
94.UnconventionalModels
95.VapingLounges
96.VegetableCo-Stars
97.VerifiedReviewers
98.VirtualStickersCometoLife
99.XboxProgramming
100.Xiaomi
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Imagecredits:UPS Store
3D PRINTER RETAIL HUBS
Retailersaregettingintothe3Dprintinggamebyprovidingaccesstothetechnologyforconsumersnotreadytoinvestintheirownprinters.IntheU.S.,earlyadoptersincludeUPS,whichistargetingsmallbusinessesandstartupsbyintroducing3Dprinterstosomelocations.BritishsupermarketAsdahasbeentestingin-store3Dscanningandprinting,enablingcustomerstoreplicateobjectsinceramic.Tescoisexploringtheideaofaddingin-store3Dprintersthatcouldprovidereplacementpartsandnicheitems.
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Imagecredit:Occipital
3D PRINTING ACCESSORIES
As3Dprintingcomestotheconsumermarket,we’llseeacorrespondingriseinaccessoriesthathelppeoplebringtheir3D ideas to life. 3D scanners, common industrial tools that arenowavailabletoconsumers,allowobjectstobescannedandthenreplicatedwitha3Dprinter.Occipital’supcomingStructureSensor,aniPadadd-onthatturnsthetabletintoa3Dscanner,canalsomapindoorenvironmentsandenableinnovativevirtualrealitygames.Theupcoming3Doodlerisa3Dpenthatletsuserscreateobjectsbysimplyscribbling,tracingorwavingafingerintheair.
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Imagecredit:AntiGravityFitness
AERIAL YOGA
Thislow-impact,high-energyyogavariation,inwhichparticipantsaresuspendedfromstretchyfabric,istakingofffromFloridatoJohannesburg.CreatedbyformerBroadwaychoreographerandCirqueduSoleilco-founderChristopherHarrison,whorunsAntiGravityFitness,aerialyogaissaidtoenableadeeperstretch.It’salsoreferredtoassuspensionyogaoranti-gravityyoga.
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Imagecredit:BrooklynMuseum
AFRICAN CONTEMPORARY ART
GalleriesandmuseumsinmajorartmarketsaredisplayinganewopennesstoAfricanartists.InLondon,fourgalleriesfocusingexclusivelyoncontemporaryAfricanartistshaveopened;thecityhostedtheinaugural1:54ContemporaryAfricanArtFairin2013;andtheTateModerncreatedanAfricancollectionscommitteein2012.TheBrooklynMuseumfeaturedtwoshowsfromcontemporaryAfricanartistsin2013,GhanaiansculptorElAnatsuiandNairobi-bornWangechiMutu(nowbasedinBrooklyn).AsAfricanartgetsmoreseriousattention,we’llseepricesheatingup.
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Imagecredit:Algenist
ALGAE
Alreadybeingharnessedasapetroleumalternative,theorganismisfindingitswayintoeverythingfromcosmeticstofertilizer.SephoraissellingAlgenist,frombiotechcompanySolazyme,whichincorporatestheanti-agingalguronicacidandmicroalgaeoil.TritonAlgaeInnovationshasraised$5millioninseedfundingtocreatealgae-basednutraceuticals,andtheUniversityofTexasisexperimentingwithalgae-basedfertilizer.There’salsoafunelement:DinoPet,analgae-poweredbioluminescent“pet,”blewbyitsKickstartergoal.
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Imagecredit:Google
AMBIENT COMMERCE
Asmore“smart,”sensor-connectedobjectshitthemarketplace,brandswillseektoofferinstantgratificationbywayof“ambientcommerce”:anticipatingconsumerneedsandwants,andprovidinggoodsandservicesautomatically.Consumerswouldsetupguidelinesinadvance,thenlettechnologytakecareoftherest.AhypotheticalexamplefromJohnSheldon,eBayEnterpriseMarketingSolutionsheadofstrategy:usingtheNike+apptoensurethatanewpairofrunningshoesarriveswheneverthecustomerreaches300milesofusage.“Ambientcommerceisaboutconsumersturningovertheirtrusttothemachine,”hesays.
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Imagecredit:San Pellegrino
ARMCHAIR TRAVEL
Newtechnologieswillenablevicarioustravelinnovelways.GoProisalreadyenablingadventureseekerstoeasilyrecordandsharetheirexperiences,fromsurfingtoscubadiving.LivestreamingviaGoogleGlasswillletpeopleremotelyaccompanyGlasswearersontheirtravels.Robotswillalsocomeintoplay:A2013SanPellegrinopromotion,forexample,letpeopletakevirtualtoursofTaorminainSicilyusingfiveremotelycontrolledrobots,partofits“ThreeMinutesinItaly”promotion.Meanwhile,theOculusRiftvirtualrealityheadsetwillprovidetheultimateinarmchairtravel.
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Imagecredit:byronv2
ARRESTED IRL DEVELOPMENT
Immersioninthedigitalworldisleavingmanypeople—particularlyMillennialsandGenZers—lesssavvyaboutthephysicalsphere,whetherintermsofstiltedinterpersonalskillsandoff-baseetiquetteordifficultywithnavigation.Thetech-weanedgenerationsareexperiencingarrested“inreallife”development,openingupopportunitiesforservicesthatcanhelpbridgetheseskillsgaps.
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Imagecredit:GlobalGraphica
ART INCUBATORS
Artinstitutionsarelaunchingin-houseincubators,seekingwaystostretchtheconceptofamuseum’smission,exploretheintersectionofartandtechnology,andstimulatecreativethinkingthatcanbenefitthemuseumandthecommunityarounditalike.TheNewMuseuminNewYorkwillinviteseveraldozenforward-thinkersfromtheworldsofarchitecture,design,technologyandarttoparticipateinanambitiousincubatorthatopensinmid-2014.AndtheLosAngelesCountyMuseumofArtisturningaresearchlibraryintoalabforartistsandthetechnology-minded,tobesupportedbybrandsincludingAccenture,GoogleandSpaceX.
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Imagecredit:AwesomenessTV
AWESOMENESSTV
“AwesomenessTVisthehottestchannelonYouTube!”declaresthepropertyonitsTumblr.DreamWorksAnimationclearlybelievesso,buyingtheonlinenetworkin2013,ayearafteritwaslaunched.Awesomeness,whichattractssome60millionuniquemonthlyvisitors,comprisesmanythousandsofYouTubechannels,featuringapanoplyofyoungvideostars.Thecompanyalsolicensesitscomedycontent—toNickelodeon,otherwebsites,Netflixandinternationalplatforms—andisproducingcontentforSeventeenmagazine’sYouTubechannel,whichisrelaunchingonAwesomenessin2014.
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Imagecredit:Gimbal
BEACONS
Low-costtransmittersthatrelyonBluetoothtechnology,likeApple’siBeacon,allowretailerstopreciselytrackshoppers’mobilephonesandsendhighlytargetedcontenttiedtolocationandshoppinghabits.Qualcomm’snewGimbalbeaconisasimilardevice.SwirlNetworkssellsamobilemarketingplatformthatreliesonitsownSecureCastBeacons.PayPal’sBeaconcanidentifyandauthenticatePayPaluserswhentheyenterastoreandletsthempaywithonlyverbalconfirmationatcheckout.Thebeaconshavegreatpotentialbeyondretail:Museumvisitors,forinstance,couldgettourstailoredtotheirmeanderings.MajorLeagueBaseballhastestediBeaconsasawaytoguidestadiumvisitorsandsendconcessionoffers.
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BITCOIN RIVALS
AsBitcoinstartsgainingacceptance,acropofrivalsarebettingonsecond-moveradvantagesinthevirtual-currencyrealm.Sometoutgreatertransparencyandopennesstoregulation,whileothersgointheoppositedirectionorofferfastertransactions.ThemostsuccessfulisLitecoin,createdbyaformerGoogleprogrammer.Ripple,backedbySiliconValleyinvestors,formsthebasisofanonlinepaymentsystem.PeercoinisrunbyananonymouscreatorwhogoesbySunnyKing.There’salsoNamecoin,WorldcoinandAnoncoin, among others.
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BITCOINS BUST OUT
Bitcoinsarecomingtotherealworld,quicklymovingbeyondtherealmofonlineexchanges.RobocoinandLamassuareamongthecompaniesinstallingBitcoinATMs,whichallowuserstotradethepeer-to-peervirtualcurrencyforcashandviceversa.AsmatteringofrestaurantsandbarsincitiesfromLondontoSydneytoNewYorkareacceptingBitcoin.BitcoinMotorisdevelopingaservicethatallowspeopletobuyandsellcarsusingthecurrency,whileVirginGalacticisacceptingBitcoinforitscommercialspaceflights.Asmoreestablishedbrandsacceptthecurrency,watchBitcoingainlegitimacy.
Imagecredit:BitcoinBlackFriday
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Imagecredit:Ikea
BRANDED REAL ESTATE DEVELOPMENT
Retailersaregettinginonrealestatedevelopmenttocreatelifestyle-basedtowncenters.UrbanOutfittersisdevelopingthe6.5-acreDevonYardinsuburbanPhiladelphia.UrbanOutfittersisdevelopingthe6.5-acreDevonYardinsuburbanPhiladelphia,whichwillincludethecompany’sAnthropologiestore and Terrain garden center in addition to restaurants, awellnessfacility,anexercisestudio,aspecialtyfoodstoreandevenaboutiquehotel.Ikeaisbuildingacar-freeprivateneighborhoodinarundownareaofLondonandplanstodevelopasimilaroneinHamburg.
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Imagecredit:TomFord
BRANDS BLUR GENDER LINES
Conventionalideasaboutmaleandfemaledomains,activities,behaviors,preferencesandstylesareevolving,withMillennialsleadingtheway.Aswemovetowardamorenuancedconceptofgender,brandsarestartingtoseenewopportunitiesbydroppingtraditionalassumptionsaboutthesexes.OnTV,forinstance,Tideshowsadaddoinglaundryforhisdaughter,whileanadforChevy’sSilveradodepartsfromconventionbyspotlightingawomanandhertruck.JohnnieWalkeristryingtoappealtowomen,whilearangeofcosmeticsbrandsarecreatingproductsdesignedformen.
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Imagecredit:Axe
BRANDS IN SPACE
Asspacetravelgoescommercial,brandsarerocketingintothisnewfrontier.Atickettospacewillbecometheultimateprize,alreadyofferedbybrandsincludingAxe(whichsponsorstheAxeApolloSpaceAcademyandhasawarded23ticketswithSpaceExpeditionCorp.)andKLM(the“ClaimYourPlaceinSpace”contest).Aspacetripwillbetheprizeinarealityshow,Space Race,onNBC,whichalsohassecuredrightstoairVirginGalactic’sinauguralflightduringaToday showbroadcast.Alsowatchforcreativesponsorships;VirginGalactic’sStephenAttenboroughhassaid,“We’renevergoingtocoverthespaceshipwithdecals,butwewillhavesomepartnershipagreements.”
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Imagecredit:ApexBrasil
BRAZIL AS DEBUTANTE
Brazilhaslongworkedtoestablishitselfasaglobalplayer,andthe2014FIFAWorldCuprepresentsthefirstwaveofitsdebutontheinternationalstage.Asthecountrypreparestohostsoccer’smega-eventandthenthe2016SummerOlympics,Brazilisstagingacharmoffensive.InOctober,forexample,theBrazilianTradeandInvestmentPromotionAgencysponsoredBeBrasilinNewYork,afaircelebratingBraziliantechnology,art,design,music,fashion,cuisineandmore.
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Imagecredit:Pérez Art Museum Miami
BRAZILIAN ART
Brazilianartissteadilygoingglobal.In2013,thefirstBrazilArtFairwasheldduringMiamiArtWeek;blue-chipgalleryHauser&WirthhostedashowofBrazilianartistsinitsNewYorklocation,offeringworksforupto$1million;andtheTateModerninLondonopenedaretrospectiveofartistMiraSchendel.Meanwhile,abookfrompublisherPhaidonnamesSãoPaulooneof12global“artcitiesofthefuture.”In2014,MoMAinNewYorkwillhostaLygiaClarkretrospective,andthenewPérezArtMuseumMiamiisputtingonaBeatrizMilhazesshow.AlongwithMilhazes,watchforLauraLimaandMariaNepomucenotogainglobalprofiles.
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Watchforanewfocusonbreathingpatternsasawaytobetterunderstandaperson’shealthandstresslevel.ThenewmobileappMyBreathcomparesthe“breathacoustics”oftheuserwiththe10,000breathrecordingsinitsarchivetocomeupwithabreathingindexscore,andrecommendswaystoimprovebreathingasatooltoreducestressandimprovewell-being.Anupcomingbreath-analyzingsensorfromhealthstartupSpireclipstoclothingtogiveusersmobilefeedbackontheirphysicalactivityandpsychologicalstate.
BREATH ANALYSIS
Imagecredit:MyBreath
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CATERING TO CHEMICAL SENSITIVITIES
Awarenessofsensitivitytofragrancesisontherise,withsomeworkplacesandcampusesbanningordiscouragingtheuseofstronglyscentedproductsandlegislatorslookingattheissueaswell.Watchformorewarningstoavoidwearingfragrancesatgroupgatherings,likeweddings,andmanymoreoptions in unscented products.
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CHINESE WINES
Chinaisalreadytheworld’sfifthlargestwineproducer,anditswinewillstarttogainahigherprofileasqualityimprovesandoutputrises.AreportfromFrance’sNationalCenterforScientificResearchsaysChinawilldoubleitscurrentwineproductionwithinfiveyears,and20ChinesewineswererecognizedattheDecanterWorldWineAwardsinMay2013.Thenation’slargestwineproducer,ChangyuPioneerWineCompany,isbuildinga“winetropolis”inthecityofYantai,featuringaresearchcenter,aproductioncenter,avineyardand tourist facilities.
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Imagecredit:Patagonia
THE CIRCULAR ECONOMY
AsdescribedbytheEllenMacArthurFoundation,abackerofthisidea,theCircularEconomyisatermformovingeconomiesfromthelinear“take,make,dispose”modeltoamorecircularsystemthat,amongotherthings,eliminateswaste.Companieswouldbecomeserviceproviders,sellinguseoftheirproducts.Theconceptisslowlygainingtraction.Curbingfoodwaste(oneofourThingstoWatchfrom2012)isbecomingabiggerissue.Patagoniahasstartedsupportingwaystoreduce,recycle,repairorreuseitsproductsaspartofits“ResponsibleEconomy”initiative.And The GuardianlaunchedaCircularEconomyhubin2013.
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Imagecredits:Jasper’sCornerTap
COCKTAILS ON TAP
We’veseenwinemovingintotaps,andnowcocktailsarebeingmixedandstoredinkegs.Itsavesbartenderstimeandcanlowerthepricetagforimbibers,whogettheaddedbonusofbeingabletoaskforsampletastes.Premixingdoesn’tnecessarilycompromisequality—andmayenhanceitbyenablingingredientstomeshovertime—thoughitonlyworkswellforsomeconcoctions.
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COMMUNITY-SUPPORTED EVERYTHING
Community-supportedagriculture(CSA)hasbecomepopularasawaytoboostregionalfarmersandkeepthelarderwell-stockedwithproduceormeat.Nowtheconcept—payingupfrontinexchangefora“share”ofregularlydeliveredgoodsthatareabitofasurpriseintermsofcontent—isbranchingout.FlowerCSAsarespringingup,andthereareartCSAsinBrooklyn(CommunitySupportedArt+Design)andPhiladelphia(hometoafolk-artCSAandacontemporaryartoffering).Watchforthemodel,whichtapsintoconsumers’interestinsupportinglocalbusinesses,tospreadtomorecategories.
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CONTEMPLATIVE COMPUTING
AlexSoojung-KimPang,authorofThe Distraction Addiction, defines“ContemplativeComputing”asafocuson“howtouseinformationtechnologiesandsocialmediasothey’renotendlesslydistractinganddemanding,butinsteadhelpusbemoremindful,focusedandcreative.”InlinewithMindfulLiving,oneofour10Trendsfor2014,thisnotionwillpickupsteamasmorepeoplequestiontheirimmersionindigitaltechnologyanditseffectontheirqualityoflife.Buickispickingupontheideawithits“#InTheMoment”campaign,urging,“Lookupfromyourphoneandliveforthemoment.”
Imagecredit: Buick
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COURIERS ON CALL
Asspeedierdeliverycomestoonlineshopping,thepressureisontodispatchgoodswithinhours.Thismeansanewdemandforcouriers,someofwhomwilldoboththeshoppingandthedelivering.eBayNow’s“valets”trackdownanddropoffitemsinmarketswheretheserviceisavailable.Postmates’couriersshuttlelunch,groceriesorofficesupplies.InChicago,thestartupWeDelivertrains“deliveryspecialists”toworkwithlocal merchants.
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Imagecredits:Fig&Olive; NoMad
CRAFT MOCKTAILS
Creativecocktailshaveprimeddrinkersforinnovativeoptions;meanwhile,non-drinkershavebeenstuckwiththesameboringchoices.Anewwaveofcraftmocktailsincorporatesyrupinfusions,freshjuices,homemadesodasandanarrayofcreativeadd-ins.OfferingsincludetheOrangeJuliusatNewYorkCity’sNoMad(orangejuice,creamandorangeblossomwater),theseasonalJardindeFraisesat Fig&OliveinLosAngelesandNewYork(kefirclover,muddledstrawberriesandfig,cloverhoneyandfigbalsamic),andtheEdenatLondon’sHKK(grapes,rosesyrup,lycheejuiceandsodawater).
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DECONSTRUCTED DINNERS
Targetingbusywould-bechefs,variousservicesaredeliveringdinnerkitsthatprovidealltheingredients,injusttherightamounts,tomakegourmetmealsathome.Plated,BlueApronandHelloFreshhavebeencompetingtogetastrongholdonthisemergingmarket.BlueApronandPlatedarebasedintheU.S.,whileHelloFreshhaslanded$7.5millioninfundingtohelpitexpandfromEuropeandAustraliatotheU.S.Watchformoreoftheseservicestolaunchinnewmarkets.
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DELIVERY WARS
Amazon’sJeffBezosandhistalkofdeliverydronessetthetonefortheonsetofdeliverywarsinthisAgeofImpatience.RetailheavyweightsincludingeBay,Google,AmazonandWalmartaresteadilyexpandingtheavailabilityofsame-daydeliveryoptions—andinsomecasesshrinkingthedeliverywindowtoaslittleasanhour.HomeDepotisinvestingsome$300milliontoupgradetosame-daydeliveryin2014.StartupsinthisspaceincludePostmatesandDeliv.Withmoreconsumersshoppingonlinebutalsoseekinginstantgratification,deliveryspeedwillbecomeakeycompetitiveadvantage.
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DEMONIZING FOOD DYES
Thelistofingredientsthatconsumersaretryingtoavoidisgettinglongerandlonger—andnowaddtothelistsyntheticfooddyes,linkedwithhyperactivityinchildren,amongotherthings.Alreadyarangeofdyes(dubbeda“rainbowofrisk”bytheCenterforScienceinthePublicInterest)arebannedorrequirewarninglabelsintheU.K.andtheEU.FollowingaChange.orgpetitionfromFoodBabebloggerVaniHari,KraftwillreplacetwoartificialyellowhuesinsomeMac&Cheeseproductswithspicecoloringin2014.AnotherChange.orgpetitionisaskingMarstousenaturaldyesforM&Ms.
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DIGITAL ART
Artthatreliesondigitaltechnology,fromGIFstowebsitesandbeyond,iscomingintoitsown.RafaëlRozendaal,forinstance,describeshimselfas“avisualartistwhousestheInternetashiscanvas”(atleft,ascreenshotfromoneofhisinteractivewebsites,ifnoyes.com,alsothetitleofthepiece).Althoughtheartworldisstillfiguringoutthedetailsaroundownership—thebuyerofifnoyes.com,forinstance,simplyownsthedomainname—theworksarerelativelyaffordable.In2013,auctionhousePhillipshelditsfirstdigitalartauction inpartnershipwithTumblr,andthey’replanninganother for 2014.
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DIGITAL GRIEVING
Nearlyeveryaspectofourliveshasmanifestedinsomeformdigitally,andthishasgrowntoincludedeathandthegrievingprocess,withdigitalmemorialsandvirtualcandlesbecomingcommon.Nowwe’reseeingareal-timecomponent.Funeralsaregettinglivestreamedforthoseunabletoattend.AndNPRhostScottSimonmadewavesin2013bytweetingdetailsofhismother’sbattlewithcancerandeventualdeath.Somecriticizedhimfordisregardingprivacy,butpublicgrievingcomesnaturallyformany21st-centurymourners.
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DIVORCE PARTIES
Giventheriseinsinglepeopleandfadingstigmaarounddivorce,morepeople(particularlywomen)arechoosingtocelebratetheirdivorceswithlavishparties.Pinterestboardshavepoppedupwithcakeandpartyfavorideas,andsomewomenevenorderpiñatasinthelikenessoftheirex.Butnotallsuchpartiestakea“goodriddance”tack.Forcoupleswhopartwaysamicably,apartycanbeacatharticwaytohonorthetimetheyshared.
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DRONE REGULATION
Withcivilianunmannedaerialvehicles,ordrones,onthemarketandtakingtotheskies,legislatorswillscrambletoconsiderhowtodefinethesedevices,wheretheycango,whattheycandoandhowwelltrainedtheiroperatorsshouldbe.DespiteJeffBezos’declarationthatAmazonisconsideringdeliverybydrone,commercialdronesarebannedintheU.S.—butalegalchallengebyadisgruntledaerialvideographerwilltestthelegalityofthisFAApolicy.IntheU.K.,wheredronesmustbeapprovedbytheCivilAviationAuthority,concernsaboutfairuseandconsumerprivacyarelikelytosparkdebate.
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E-CIGARETTE REGULATION
Thee-cigarettemarketisexploding,approachinganestimated$2billionglobally,anddrawingmajortobaccobrands.Governmentsareincreasinglyconcernedaboute-cigarettes’healthimplicationsandpotentialtobeagatewaytocigarettes,aswellasbrands’marketingclaimsandpractices.In2014,theEUwilldecidewhichregulatorycategorytoplacee-cigarettesinwhenitupdatesitsTobaccoProductsDirective.CountriesincludingSpainarebanninge-cigarettesinenclosedpublicspaces,andseveralAmericanstatesand100-pluscitieshaveenactedorareconsideringsimilarbans.TheU.S.FDAissettostartaregulatoryprocessthatcouldrestrictsalesandmarketing.
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EDIBLE PACKAGING
Tomaketheirgoodsmoresustainable,marketersareharnessingnewtechnologiestocreateediblewrappers.TheBob’sburgerchaininBrazilnowservesitsburgersinpackagingyoucaneat,whileLA-basedicecreamtruckbrandCoolhauswrapsicecreamsandwichesinediblematerial.HarvardbioengineerDavidEdwardsisbehindWikiPearl,whoseediblepackagingcanencloseanyfoodorbeverage,“likeagrapeskin,”hesays.In2013,thecompanylaunchedamochi-likeicecreamandegg-shapedyogurtservings;no-foilcheesecubesandcoffeeservingsarecomingnext.
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EQUAL RIGHTS FOR MEN
Whileaculturewheremaleprivilegeisbakedinhashardlydisappeared,foryearsmenhavebeenlosinggroundorbecominglessessential,whetherit’sthewideningeducationgapbetweenthegenders,theriseinwomenchoosingtohavechildrenontheirown,ortheshiftawayfrommanufacturing-basedeconomies.Accordingtoourresearch,menfeelit’sbecomehardertobeamantoday,andhardertosucceedintheworkingworldandasafatherandhusband.Watchforariseinmale-focusedsupportsystemsandadvocacygroupsassocietycomestounderstandthatmanymenwouldbewellservedbysomeofthemechanismsinplacetoboostwomen.
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FASHION FOR THE SPACE AGE
Imagecredits:Shadowplaynyc; PacoRabanne
WithprivatecompanieslikeVirginGalacticaimingtomakespacetravelarealityforanyonewithabigenoughbudget,somefashiondesignersarerevisitingthefinalfrontierasavisualinspiration.PacoRabanne’slatestcollection,forinstance,wascelebratedforafuturisticlookcomprisingheavyzippers,metallicsandtailoredlatex.Galaxyprintshavebeenpoppinguponeverythingfromleggingstoshoes,dressesandbags.ThesmalllabelShadowplaynyc,from“twospace-crazedParsonsgraduates,”featuresonlygalaxy-printdesigns.AndthelatestcollectionfromShenova,bydesignerHollyRenee,incorporatesimagesfromtheMarsCuriosityroverexpedition.
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FAST FOOD TOFU
Withdinersgrowingmoreinclinedtocutdownonmeat,we’llseefastfoodrestaurantsaddalternativeproteinsliketofutotheirmenus.Chipotlebegantestingatofuburritoinearly2013andplannedtoexpandtheitemto650locationsbyyear’send.Thechainispitchingtheso-calledSofritasburritowidely,declaringonitswebsitethatthe“delicious,spicytofu…willgivevegansandcarnivoressomethingtheybothwilllove.”Aboutoneinthreecustomerswhobuyitpreviouslyorderedmeatitems.
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FEEL-GOOD FASHION
Consumersarebecomingmoreawareofthehumancostbehindtheappareltheybuythankstoarashofmassivetragediesatapparelfactories.FairTradeUSAhasdevelopeda standards program for apparel, and a crop of startups is vowingtomakethebusinessmuchmoretransparent.HonestByandEverlanedetailthefactoriestheyuseandevenexplainhowmucheachitemismarkedup.OthersinthisspaceincludeZady,co-foundedbyFoodspotting’sSorayaDarabi,EthicaandCulturesofLove.
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GLANCEABLE UI
GigaOMdefinesthistermas“creatingsomethingmeaningfuloutofinformationprocessedinjustaquickglance.”Symbolicandvisuallyorientedinterfaceswillimmediatelytellimpatientconsumersjustwhattheyneedtoknow.AtermattributedtoMisfitWearablesCEOSonnyVu,theglanceableUIhasbecomestandardinwearabletechnologies,whichuseLEDlightstodenoteinformation.Nowtheideaismigratingtootherrealms.SeanRad,creatorofdatingappTinder,saystheconceptwasintegralforhisservice,whichswapslengthyprofilesforimagesthatuserscanquicklyswipethrough.
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GLASSWARE
WhenGoogleGlassgoesonthemarketin2014,“Glassware”willtakeonnewmeaning:appsthataddfunctionalitytothetech-enabledspectacles.InadvanceofaGlasswarestoreopeningup,Googlehasbeenapprovingarangeoftheseapps.Glashion,forinstance,letsGlasswearersfindvisualmatchesonlinewhentheysnapimagesofproductstheylike,aswellaslinkstorelevantretailers.Basedontheweather,CamelBak’sThirsttellsusershowmuchwatertodrinkandsendsreminderalerts.GlassFitgamifiesfitnesswithaugmentedrealitymini-games.Watchforarangeofcreativeideasthatmakefulluseoftheuniquequalitiesinherentinthewearablegadget.
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GODLESS CONGREGATIONS
ReligiousaffiliationisdecliningincountriesincludingtheU.S.andtheU.K.,andwithitakeysourceofcommunity.Fillingthevacuumarechurch-likecommunitieslikeSundayAssemblyandtheCalgarySecularChurchthataimtobringpeopletogetherwithoutthecentralbeliefinadeity.Afterlaunchinginearly2013,theSundayAssembly“accidentallybecameamovement,”asitswebsiteputsit.AssembliesaretakingplaceintheU.K.,theU.S.,CanadaandAustralia,andanIndiegogocampaignseekstocrowdfundaninternationalroadshow.Thesecongregationsgivetheunaffiliatedawaytoreapthebenefitsthatcomewithritualgatheringsandthecommunitytheyoffer.
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GOOGLE GLASS ETIQUETTE
Withanoveltechnologycomesthehammering-outofnewsocialnorms.SinceGoogleGlasswearerscaneasilyphotographorrecordwhatthey’reseeing,quietlyaccessinformationfromtheweborgetdistractedbyastreamofdigitalinformation,goodmannerswilldictateremovingtheminvariousintimate,socialorbusinesscontexts.Someestablishmentsarealreadybanningthenewtechnology,butthemoreconsiderateuserswon’tneedtobetoldwhentotakethemoff.
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HACKING’S NEW FRONTIER
Wehavevirusprotectionforourcomputersandmobiledevices;soonwemayneedthemforourrefrigerators,thermostatsandcars.Asmoreobjectsevolveintotech-infusedsmartdeviceswithinteractivefunctionality,they’llbecomenewlyvulnerabletohackers.Cars,forinstance,couldbecomemovingtargets,creatinghavoc.IntheU.S.,theDefenseAdvancedResearchProjectsAgencyislookingintowaysthatautomakerscanensureagainstattacks.Thehomeisthemostat-risksphere,ashomesecuritysystemsandsmartTVsarerelativelyeasytocompromise.Asmanufacturersworktobolstersecurity,expectmoreconsumer education on this topic.
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HAPTIC TECHNOLOGY
Haptic,ortouchfeedback,technologyusesstimulationlikevibrations,smallelectricalchargesorpressurizedairtoextenddigitalexperiencesintothephysicalrealm.ADisneyResearchproject,Aireal,simulatestouchusingaringofpressurizedairemittedfromatinygadgetmountedonacomputer.Oneinitialapplicationisincars:Automakersareaddinghapticfeedbacktotouchpads—helpingdriverstokeepfocusedontheroad—andvibrationstosteeringwheelsthatreinforcewarningsontheinstrumentpanel.There’sinterestingpotentialformarketers:ApopularHuggiescampaigninArgentinainvolvedahapticwaistbandthatallowedamantoexperiencethewayhispregnantpartnercouldfeelthebabymoving.
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HASHTAG FATIGUE
They’reconsumingourTwitterfeedsandFacebookaccounts,buthashtagsmaynotbeallthatusefulmuchofthetime,asidefromgivingpeopleanotherwaytoprovetheircleverness.Themorethathashtagsproliferateforanythingandeverything—andthemorewesee“bashtags,”orbrandedhashtagsthatbackfire—themoreitseemslikelytheirusagewillwane.#BuzzFeedagrees.
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HEADS-UP MOVEMENT
Peoplearebecomingmoreawareofhowmuchtimetheyspend—inmeetings,onthestreet,atmeals,duringfamilytime,etc.—withtheirheadsdown,immersedinmobiledevices.Moreofuswillmakeanefforttokeepourheadsup,betterattunedtopeopleandtheenvironment,andaskotherstodothesame.(Theironyisthatinsomecasesthiswillbeenabledbytechnologyitself,aswearabletechlikeGoogleGlasscanhelppeoplehaveitbothways.)OneNevadalegislatorhasevenfiledabilltobantextingwhilewalking.
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HOMEMADE BABY FOOD DELIVERY
Leveragingthetrendofparentsmakingtheirownbabyfood,acropofrelativelynewservicesdeliverrefrigeratedhomemadefoodonaweeklybasisforparentswholiketheideabutlackthetimetomakehealthypurees,blendsandsnacksfortheirinfantsandtoddlers.PetitOrganicsdeliversinNewYorkCityandChicagoandisexpandingtoIndianapolis;Junior’sFreshoperatesinNewYorkCity;andMyMummymadeitoperatesinLondonandHertfordshire.
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HUMAN TOUCHES
Brandswilladdhumantouchesasconsumerslookformorepersonalandpersonalizedelementsinatech-enabledworldpopulatedwithglobalcorporateconcerns.ThenewonlineretailerZady,forinstance,sendshandwrittenthankyounoteswitheachorder.InItaly,Gatorade’spersonaltrainingapp,SmashYourLimits,letsusersconnectwithatrainerwhocantailoraprogramandanswerquestions.AndthenewappPSDept.linksfashionistaswithsalesassistantsathigh-endstoreswhocanhelptrackdownspecificitemsorproviderecommendations.
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INFUSED ICE CUBES
Takingcocktailculturetoyetthenextlevel,mixologistsarestartingtopushtheflavorsoftheirconcoctionswithinfusedice:cubesofdifferentshapesandsizesthataremadewithjuices,fruits,syrupsandherbs.Theyenhancethelookofthebeverage,andratherthandilutethecocktailastheymelt,thecubesaddcomplementaryflavors.Theyalsoupthecost.AtChicago’sTrumpInternationalHotel&Tower,forinstance,thesignatureOpulence5includesfivedifferentlyflavoredicecubesandcosts$55;reportedlythetastechangescompletelybythelastdrop.
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INTERNET SAFETY NETS
InabidtoprotectyouthfulInternetusersfrombullyingandtheirownpoorjudgment,there’sagrowingmovementtoenableerasureofonlinehistory.AnewCalifornialawrequireswebsitestoprovideawayforteensinthestatetoremoveanyphotos,videos,recordingsandcommentstheyhaveposted.ADoNotTrackKidsActintroducedintheU.S.Congressin2013includesprovisionsforan“eraserbutton”thatwouldletkidsortheirparentsdeletepublic-facingonline information. In Europe, EU legislators are pushing for the“righttobeforgotten”forpeopleofallages.Meanwhile,morestateandfederalgovernmentsareconsideringcyberbullyinglegislation.InCanada,aproposedbillwouldleadtoprisonsentencesofuptofiveyearsforoffenderswhopost“intimate”imagesofpeoplewithoutconsent.
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JUMIA
ThisonlineretailerisaimingtobecometheAmazonofAfrica,wheree-commerceisstillinitsformativestage.BasedinNigeriaandcurrentlyofferingdeliverytofivecountries,thestartuphasattractedareported$75millionfromWesterninvestmentfirmssinceitslaunchin2012.InOctober2013,theWorldRetailCongressnamedJumiaasthe“BestNewRetailLaunch”oftheyear,fuelingco-founderJeremyHodara’sambitions:“WeareinagametobecomethebiggestretailerofAfrica,notthebiggeste-commerceplayer,”hetold Reuters.
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KID-BOTS
Thekidscategorywillbeaninitialentrypointforrelativelylow-cost,consumer-targetedrobots.Lego’snewMindstormsEV3isa$350kitthatletsusersmakemotorized,programmablerobots.Play-iisaGoogle-supportedventurethat’smanufacturingtwosmallroundbots(thepricierBoandmorebasicYana)thatcanteachkidstoprogram,dueout in mid-2014.
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LIVE BROADCASTS
AsbigeventsliketheOscarsandtheSuperBowlcontinuetodrawblockbusterratings,astarkcontrasttootherbroadcastofferings,watchformoreemphasisonliveshowsthatleveragereal-timesocialmediachatterandskirttheissueofaudiencesforwardingthroughads.NBCplanstomakelivebroadcastsofmusicalproductionsaholidaytraditionaftertheratingssuccessofitsliveversionofThe Sound of Music. We’realsoseeinganuptickinlivecommercials,likeaseriesofimprov-basedspotsthatLexusraninfall2013duringLate Night With Jimmy Fallon.
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MAKEUP SALONS
Withmorepressuretolookperfectlypolishedeverywherefrompartiestodatestosocialmediaprofiles,watchfortheriseofmakeupsalonsthatprovideacomfierandlesspressuredsettingforwomenthandepartmentstorecosmeticscounters.AtRougeNewYork,anewmakeupsalonstartedbycelebritymakeupartistRebeccaPerkinsandactressStephanieMarch,aquicktouchupcosts$25,abasicmakeoveris$50andpricesforbolderlooksgoupfromthere.
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THE MARIJUANA MARKET
Forgettech:Thenexthotindustrywillfocusonamorenaturalproduct.Inadditiontotheexpansionofmedicalmarijuana,recreationalpotuseisnowlegalintwoU.S.states,aswellasUruguay,withmoreregionslikelytofollowifthesemodelsproveviable.TheU.S.legalpotindustryisforecasttosurpass$2.3billioninsalesin2014,perTheStateofLegalMarijuanaMarketsreportfromArcViewMarketResearch.Thesectorisattractingstartupsandprivate-equityfundingforentrepreneurssellingB-to-Bgoodslikegrowingtoolsorconsumer-targetedproducts(edibles,forexample)andservices(e.g.,Leafly,ahubforreviewingmarijuanastrainsanddispensaries).
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mEMPLOYMENT
Mobiledevicesarebecomingatoolforaccessingemploymentandincome-generatingopportunities.Inemergingmarkets,job-matchingservicesuseSMStoprovidetrainingandassistance.PalestiniannonprofitSouktel’sJobMatchservicehelpspeoplefindandapplyforjobsviaSMSmessages.Userscreateamini-CVbyansweringaseriesofquestions.MkaziisasimilarserviceinAfrica.Peoplecanalsousetheirphonestoperform“microtasks,”whichcompanieslikeCrowdFlowerdistributetoarmiesofonlinecontributors.
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MESSAGING APPS AS RETAIL CHANNEL
Over-the-topmobilemessagingappsarebecominge-commerceplatforms.Line,whichispreparingtolaunchLineMallinJapan,hastestedthewaterswithanexclusiveflashsaleofaMaybellineproductinThailand.WhenChina’sWeChathostedaflashsaleofsmartphonesfromXiaomi,ahottechbrandinthemarket,itsold150,000unitsinlessthan10minutes.AndtheSouthKoreanappKakaoTalkhaslaunchedKakaoMusic,KakaoStyleandKakaoPageforsellingmusic,clothes,e-booksandotherdigitalcontent,respectively.
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METADATA
Revelationsaboutgovernmentsurveillanceprogramsarebringingtheterm“metadata”intomainstreamusage.Itreferstoourdigitalfootprints:when,whereandtowhomwemakecallsorsendemails,forinstance,asopposedtothecontentofthosecallsoremails.Consumerswillbecomemoreawareofhowmuchtheirmetadatacanreveal.Sincealgorithmscanparsethisdatatorevealpatternsandcorrelations,“manyexpertsarguethatmetadatacanactuallybemorerevealingthancontentitself,”notesThe Guardian.
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MINDFULNESS IN CLASSROOMS
Schoolsaroundtheglobearestartingtoteachmindfulness—beingcompletelypresentinthemoment—asawaytoimprovebehavior,promotecreativity,lessenstressandanxiety,andteachsocialandemotionalregulationandempathy.Agrowingnumberofresourcesareaccessibleforteachers,suchastheInnerExplorerprogramandMindUP,whichprovideactivitiesandlessonplans.Anumberofmedicalschoolsnowoffermindfulnesstrainingfordoctors,andbusinessschoolsarealsoseeing potential in teaching the practice.
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MINIMOONS
Minimoons,ormini-honeymoons,arebecomingmorecommonasnewlyweds“remixtradition”(oneofour10Trendsfor2014)bypostponingtheiridealhoneymoonthankstoeconomicpressures,demandingworkschedulesandotherpracticalconsiderations.Couplesaretakingshortlocaltripsandsavingtheextendedhoneymoonuntilflightsarecheaper,moremoneyisonhandandsoforth.
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MINUTE TO READ IT
Publishershavestartedgivingreadersasenseofhowmuchtimethey’llneedtodevotetoagivenread.Redditco-founderAlexisOhanian’snewbook,Without Their Permission, bearsastampdeclaringit’sa“5-hourread.”OnlinepublishersSlate,LongreadsandMediumpostestimatedreadtimesnexttoarticles.
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NEEDLE-FREE VACCINES
Severalnewtechnologieslooksettoallbuteliminateneedlesfromthevaccinationprocess.SyringeslikePharmaJet’sStratisuseahigh-velocity“jetsyringe”thatdeliverstheliquidthroughtheskin.Furtherdowntheroad,we’llseeproductslikethesmallNanopatchfromVaxxas,whichiscoatedwithadryvaccine;fast-dissolvingfilms,akintoListerinestrips,underdevelopmentbyAridisPharmaceuticals;andinhalersthatdelivervaccinetotherespiratorysystem(Aktiv-Dry’sPuffHalerinoculatesagainstmeasles).
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OCULUS RIFT
Thismuch-anticipatedvirtualrealityheadset,whichmakerOculusVRplanstoreleasesometimein2014,putstheuserinsidethescreenwithanenormousfieldofvision.Manyofthosewhohaveusedthedevicehavedeclareditagame-changer.Thecompanyisfocusedongaming,butCEOBrendanIribebelievestheOculusRiftcouldhave“therapeutic,emotionalandeducationalpotential.”Brandsareseeingpotentialtoo:NissanletattendeesattheTokyoMotorShowusetheheadsettodesignaconceptcarastheyexploredavirtualworld.
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OTT TV
Whetherthey’vecutthecableTVcordorsimplywanttoaugmenttheiroptions,morepeoplewillbewatching“over-the-top”TV—contentthatstreamsthroughTVapps,bywayofbroadband-connectedTVsorBlu-rayplayers,ordevicesliketheRokuandAppleTV.By2017,373millionhouseholdswillbeviewingOTTInternetTVprogrammingonaregularbasis,upfrom77millioncurrently,accordingtoaResearchandMarketsforecast.ServiceslikeAereointheU.S.allowsubscriberstoaccessbroadcastTVviaOTTplatforms,andsomecableproviders(includingVoliainUkraineandViewsterinSwitzerland)arechangingtheirbusinessmodelsandreleasingtheirownapps.
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PHOTOSHOP FOR ALL
Withtheriseofselfiesandthepressuretolookperfectonsocialmedia,thiswasboundtohappen:aslewofeasytoolstomakephotosubjectslooktheirbest.Beyondthestandardfilters,coloradjustors,resizersandrotators,appslikeFacetuneletuserswhitenteeth,removeacneandperformalittlephotographicplasticsurgery.Layrsallowsuserstomovephotosubjectsintodifferentbackgrounds.Devicemanufacturersaregettingintothegametoo:Huawei’sAscendP6phonefeaturesacamerawith“instantfacialbeautysupport”thatreduceswrinklesandblendsskintones.
Imagecredits:Facetune; Layrs
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PODCAST ONE
Thispodcastnetworkisheavyoncelebrities,offeringshowsfeaturingeveryonefromKathieLeeGiffordtoformerprowrestlerSteveAustintowriterBretEastonEllis.FounderNormPattiz,whostartedradiogiantWestwoodOne,seesahealthyfutureinsellingadswithinpodcastsasaudienceskeepgrowing.Gifford’sfirstshow,anOctober2013interviewwithRegisPhilbin,drew100,000listenersoniTunes.Oneadvantageoverradioistheeasyabilitytoascertaindemographics.
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PRIVACY BY DESIGN
Asprivacybecomesatopconcernforconsumers,it’sbecomingimperativeforcompaniestofollowbestpractices.Onesetofguidelinesgainingtractionis“privacybydesign,”aframeworkdevelopedbyAnnCavoukian,Ontario’scommissionerofinformationandprivacy.SevenkeyprinciplesincludeembeddingprivacyintothedesignofITsystemsandbusinesspractices,andtakingapositive-sumratherthanazero-sumapproachthatavoids“unnecessarytradeoffs.”
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PRIVACY MARKETPLACE
“Iseemoreandmorecompaniesthatareofferingprivacyaspartoftheirfeaturesortheircompetitiveadvantage,andthere’sgoingtobemoreofthat,”Wall Street Journal reporterJuliaAngwintoldus.Someservicesensuremoreprivatecommunications,liketheencrypted-messagingplatformsCryptocatandPixelKnotortheinstant-eraseappsWickrandFrankly.Personal.comcreatesdatalockersthatletuserscontrolhowmuchoftheirinformationisaccessibletocompanies.TheRespectNetworkisapersonalcloudnetworkthatallowspeopleto“safelystoreandsharepersonaldatawithotherpeopleandbusinesses.”Theopen-sourceLockerProjectenablesdeveloperstointegratepersonaldatalockersinto their applications.
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REGIONAL ETHNIC CUISINE
Nowthatmanydinershavegrownaccustomedtoethniccuisinesonceseenasexotic,andwithfoodiesacquiringasophisticatedunderstandingofvariouscuisines,morerestaurantswillgobeyondacountry’sstereotypicalbasics.We’llseerestaurantsfocusedonregionalspecialtiesthatarelargelyunfamiliartodiners—say,themolesandempanadasofOaxacainMexicoorthelambdishesandfermentedfoodsuniquetoNorthernChina—aswellasnewrestaurantformats.Forinstance,Japaneseizakayas,whicharemoreliketapasbarsthansushijoints,havestartedopeninguparoundtheU.S.
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ROBOTIC SECURITY GUARDS
Asrobotsgetmoreadvancedandaffordable,oneareainwhichtheywillstarttoreplaceorsupplementhumanworkersissecurity.Knightscope’sK5isa5-footrovingrobotwithhigh-definitionandnightvision,lasermappingandthermalimaging,enablingittodetectpeople.FacialrecognitionandbehavioranalysistechnologythenhelptheK5identifyintruders; detectors can also monitor for radiation and chemicalandbiologicalagents.Meanwhile,securitycompanyG4STechnologyishelpingtobacka£7.2millionmobile-robotresearchprojectattheUniversityofBirmingham.
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ROLE-PLAYING ADVENTURES
InlinewithourImmersiveExperiencestrend,watchformoreliveeventsthataimtotakeparticipantsoutoftheirordinarylivesforanoveladventure.Forinstance,themakersofthehorrormovieThe Purgebroughtthefilm’sdystopianfuturetolifeforaHalloweeneventinLosAngeles,whileOutbreakMissionsinManilaputspeopleinthemiddleofazombieapocalypse,challengingthemtosolvepuzzlesandfindacurefortheoutbreak.
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SAVORY YOGURT
Yogurtcomplementssavoryflavorsjustaswellasthetypicalsweetflavors,especiallytartGreekyogurt.ThePinkberrychainnowoffersfresh(notfrozen)Greekyogurtinseveralsavorycombinations—forinstance,withchoppedcucumber,sunflowerseedsandchilipowder.AndChobani’sretailoutletinNewYorkCitymakes“yogurtcreations”thatincludesavorythemes(e.g.,withsmokedsalmon,lemonjuice,dillandbagelchips).NotedNewYorkrestaurateurDanBarberhasstartedaretaillineofyogurtsthatincorporatepuréedseasonalvegetablesincludingbeetsandbutternutsquash.AndtinyNewYorkCitystartupSohhatopsitsyogurtswith,amongotherthings,harissahotsalsaandbeetswithwalnuts.
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SEAMLESS PAYMENTS
Mobileappsarehelpingtomakepaymentsmoreseamless,speedinguptransactions.WithcarserviceslikeUber,paymentisautomaticwithintheapp,souserssimplyhopoutuponarrival.AppsfromfastfoodcompaniesincludingKFC(intheU.K.andIreland),FiveGuysandMcDonald’s(atestintheU.S.)letusersorderandpayinadvance,thenpickuptheirfoodwithoutwaitinginline.Square’smobilewalletsystemevenletsuserssetup“hands-freecheckout”fortheirfavoriteplaces,payingwithjusttheirnameratherthanthephone.
Imagecredits:FiveGuys; McDonald’s
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SEMIAUTONOMOUS CARS
Whileself-drivingcarswon’tlikelycomeintousebefore2020,somevehiclesarebecomingsemiautonomous.Infiniti,Mercedes-BenzandVolvoareamongtheautomakerslaunchingcarswithfeaturesthatallowdriverstoremovetheirhandsfromthewheel.Infiniti’sQ50sedancanstayinthecenteroflanesandevenhandlecurveswhilekeepingasafedistancefromthevehicleahead.TheVolvoXC90willbeabletodriveitselfinlow-speedconditionsifithasacartofollow,brakeautomaticallybeforehittingpedestrians,andsteerawayfrombarriersandroadedges.Similarly,the2014Mercedes-BenzE-Classcandriveitselfinslowtraffic.Theseincrementaladvancementswillpavethewayforconsumeracceptanceoffullyautonomousvehicles.
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SENSORY LITERACY AS CORE CURRICULUM
Whiletoday’seducationsystememphasizesvariouskindsofliteracy(withtext,withcomputers,etc.),tomorrow’scorecurriculumwillneedtoincludesensorialliteracy—andmuchofthatisvisual,accordingtoBrianKennedy,directorattheToledoMuseumofArt.Asweshifttoavisualvernacular,watchasmoreschoolsdevelopnewprogramsaimedatteachingpeoplehowtospeakvisually.
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SIGHT-RUNNING
Thisemergingtraveltrendkeepstouristsinshapewhiletheysee the sights. Companies offering running tours are popping upincitiesaroundtheglobe,fromGo!RunningToursinBarcelonatoCityRunningToursinNewYork.RoyalCaribbeanrecentlyhostedaRoyal5Kcruisethatincludedtrainingontheshipandrunninga5KraceinSt.Maarten.InTokyo,theRunNaviappfromPumaguideslocalsandtravelersalikeonroutesthatincorporatevarioussightsandplacesofinterestchosenbytherunner.
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SMART VENDING MACHINES
Thetraditionalcoin-operatedvendingmachinewillincreasinglybereplacedwithinteractivemachinesfeaturingdigitalscreens,Wi-Fi,sensors,videocamerasandphone-chargingstations.Thesecapabilitiesenablethemachinestoacceptcreditcardormobilepaymentsandinteractwithconsumersinvariousways.Beyondsimplemarketingmessages,theyopenthedoortogame-basedpromotion,sampling, social media sharing, facial recognition and other uniquefeatures.Whilesmartvendingmachinesaremuchcostlierthantraditionalmachines,Frost&Sullivanforecaststhatsome2millionofthemwillbeoperationalby2018.
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SNAIL SLIME
Thequestforpowerfulbutnaturalbeautyingredientshaslandedonanunlikelysubstance:themucusexcretedbysnails,whichispackedwithanti-agingandmoisturizingagents.AlreadyapopularbeautytreatmentinsomeAsianandSouthAmericancountries,snailslimeistakingoffinotherregions.OneFrenchsnailfarmerisbuildingFrance’sfirstindustrial-scalemucus-extractionoutfit,settoharvest15tonsin2014,andhassecuredcontractswiththreemajorcosmeticscompanies.Anotheroptionfortruebelievers:afacialinwhichlivesnailsareplacedontheforeheadandcheeks.
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CanaWinterOlympicsturnsubtropicalSochiintoayear-rounddestination?VladimirPutinisbettingonit,despitethetwincontroversiesofgayrightsandEdwardSnowdenhangingovertheGames.He’swageringsome$50billion—themosteverspentonanOlympics—thattheworld’sspotlightwillbeenoughtousherina“thirdphase”forthisyear-roundresortsetontheBlackSeacoast,withtheCaucasusmountainsasbackdrop.InFebruary,we’llseeifthecity(notedforitsfrequentblackouts)willshineduringitsmomentinthesun.Itgetsanothergoin2018,whenSochihostssomeoftheFIFAWorld Cup games.
SOCHI’S THIRD COMING
Imagecredit:Sochi 2014 Winter Games
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Westernsocietiesarepolarizingintohavesandhave-nots:Acohortoffortunateconsumersisthrivingpost-recession,whilealargersegmentisstruggling.“Overthelast30years,economicinequalityintheUnitedStateshasreturnedtolevelslastseeninthe1920s,”saystheWashingtonCenterforEquitableGrowth,anewthinktankfocusedontheissue,foundedbypoliticaladviserJohnPodesta.WhileEurope’swealthgapissmaller,austerityisleavingmanyinpoverty.TheRedCrosssawa75%riseinEuropeansrelyingonitsfoodaidfrom2009-2012andsaysthatatleast43millionaren’tgettingenoughfoodeachday.Theconsumermarketwillincreasinglyreflectthisnewreality.
THE SOCIAL DIVIDE
Imagecredit:Mirror
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SOJU
Thisdistilledspiritusuallymadefromricehasaslightlysweettaste,alowalcoholcontentandarelativelylowpriceforthecategory.SojuissobiginitsnativeSouthKoreaandsomeotherAsianmarketsthatthemostpopularbrand,Jinro,hasbeentheworld’stop-sellingspiritforsometime.NowJinroisseekingglobalfans,hiringK-popstarPsyaspartofamarketingpushthatseemslikelytoraisetheprofileofsojuasdrinkerslooktoexpandtheirpalates.
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SPEAKING VISUALLY
Atatimewhenconsumersareshiftingtoavisualvocabularythatreliesonphotos,emojis,videosnippetsandotherimagery—oneofour10Trendsfor2014—brandswillincreasinglycommunicatewithimagesmorethanwords.Thiswillapplybothinthedigitalworldandoffline,wherevisualcueswillcomplementorreplacetexteverywherefrompackagingtomenusandinstructionmanuals.ThelabelsonMotifWinebottles,forexample,featurenocopy,justdifferentgraphicsforeachvarietal.
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SPORTS MASHUPS
Wespotlighted“Flo-yo”(standuppaddleboardingcombinedwithyoga)onour2012listofThingstoWatch,andnowwe’reseeingawholecropofsportsmashups.There’saerialyoga,anotheritemonthisyear’slist;footballgolf,playedwithasoccerballonagolfcourse,whichalreadyhasaninternationalgoverningbody;andski-surfing,astill-nicheendeavorinwhichawavebecomesamovingslope.Lookformoreofthesemashupsasconsumersseekincreasinglyuniquerecreationalexperiences.
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STEALTH HEALTH
Somerestaurantchainsareworkingtoimprovethequalityandnutritionoftheirofferings—cuttingbackonsodiumandpreservatives,forinstance—butinsteadoftrumpetingeffortsthatwillhelpappeasecritics,they’rehopingdinersdon’tnotice.“Wecallitstealthhealth,”explainsaChick-fil-Adietitian.“Wedidn’tnecessarilywantthecustomertoknowwe’vetweakedtheirfavoriteproduct.”Andgiventhesadreputationoftraditional“healthfood,”evenhealth-orientedchainslikeLyfeKitchenandSeasons52aredownplayingtheiruniquesellingproposition.“Wedon’tsellhealth,weselltaste,”saysaLyfespokesman.
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SURVIVAL OF THE FOCUSED
Multitaskinghasbecomethedefactomodefortoday’salways-onculture,givingrisetothephrase“hypertasking.”We’retextingwhilewalking,tweetingwhilewatchingTV,checkingFacebookandemailingduringmeetings.Butmoreandmoreresearchpointstothedownsideofdistraction;we’refrazzled,jitteryandunlikelytobedoinganyonethingparticularlywell.Thosewhocanshutoutthenoiseandfocusonwhat’smostimportantarebothhealthierandmoresuccessful.Tohelpwithfocus,we’llseepeopleturntooldtechniqueslikemeditationandnewtoolslikeneuroheadsets(forexample,InteraXon’supcomingMuse)thatcanhelptrainthebrain.
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TABLET-FIRST TV
TV-viewinghabitsareshiftingdramaticallyasmoreviewersmigratetoonlineplatforms,notablymobiledevices,atrendmostpronouncedamongMillennialsandGenZ.We’llseetraditionalbroadcastbrandsstarttochangetheirpracticesandadoptatablet-firstapproach.Infall2013,MTVreleasedtheentireseasonofthenewseriesWait ’Til Next Yearviaitsmobileappaweekbeforetheshow’sbroadcastpremiere.AndDisneyreleasedthefirstnineepisodesofaseriesforpreschoolers, Sheriff Callie’s Wild West, on the WATCHDisneyJuniorappandarelatedwebsite;theserieswon’trunonTVuntilearly2014.
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TECHNO-PARANOIA
Asmoresci-fivisionsofthefuturestartcomingtofruition—self-drivingcars,billboardsthatrecognizeus,remotelycontrolledhomesandsoon—agrowingnumberofpeoplewillbecomewaryoftechnology.Whilenotfull-blownLuddites,thiscohortwilldevelopaparanoiaaroundtechandoptoutwhereverpractical,thankstofearsofworst-casescenarios:BigBrother-styleinvasionofprivacy,hackerswreakinghavoc,etc.
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TELEDIAGNOSTICS
Camera-equippedphonesandtabletsarebecomingtoolsfordiagnosingmedicalconditions.Peekisasystemfordiagnosingeyeproblemsthatusesasmartphonecamerathatusersplaceovertheeyebeforesnappingphotos;thesearesenttoexpertswhocanofferadiagnosisandsuggestacourseoftreatment.MobileOCTharnessesdigitalcamerastohelpscreenwomenforcervicalcancer.SkinVisionisanappthatallowsuserstodeterminewhethersuspiciousfrecklesormolesaredangerous.UsinguChek,patientswithdiabetes,liverproblemsorvariousotherissuescaninsertateststripintotheirurineandtakeaphoto,thentheappanalyzesthecolorandreportsbackresults.
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TELEPRESENCE ROBOTS
Robotavatarsenablepeopletobeintwoplacesatoncethankstoremote-controlleddevicesthatfeaturescreenselevatedtohumanheight,microphonesandwebcams.Severalcompaniesinthisspacearetargetingtheenterprisemarket,amongthemSuitableTechnologies,withitsBeamdevice;VGo;iRobot(theRoombacompany)anditsAvaconcept;andAnybots,whichcallsitsavatars“VirtualPresenceSystems.”There’sinterestingpotentialformarketerstoo:Coca-ColaandSanPellegrinohaveusedavatarsinnovelcampaigns.
Imagecredit:SuitableTechnologies
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TRADITIONAL FOLK CLOTHING
Globalizationandtherapidchangeinherentinmodernlifearedrivingrenewedinterestinheritageinmanypartsoftheglobeandanewaffectionfortraditionalclothing.Peoplearemixingthepastwiththepresent,givingtraditionacurrentspinandhelpingtokeepitrelevant.InMexico,forinstance,ithasbecomechictomixtraditionalfolkclothingwithcurrentfashionsinanunexpectedway.AndinGermany,youngpeopleareembracinglederhosenanddirndldresses—traditionalgarmentsfoundinBavariaandAustria—andsometimesoptingforuniquedesignerversions.
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UGLY PRODUCE
Inlinewithoneofour10Trendsfor2014,ProudlyImperfect,thelumpyformofanheirloomtomatoorgnarledcarrotsatafarmersmarketaregainingmoreappealthantheprettierproducecommonlyseenatsupermarkets.AndinEurope,there’samovementafoottoreducefoodwastebysellingratherthandiscardingimperfectproduce.AustrianchainBillanowsellsaprivate-labellineof“nonconformist”producedubbedWunderlinge,amade-upwordthatcombinesthetermsfor“anomaly”and“miracle.”GermanretailerEdekahastestedsellinguglyproduceatadiscount,brandedas“nobodyisperfect.”U.K.magazineDelicious is encouragingreaderstobuyimperfectproduceandspeakingoutagainstregulationsgoverningtheappearanceofproducesold in stores.
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UNCONVENTIONAL MODELS
Withmorebrandsfeaturing“realpeople”andarangeofbodytypesintheirmarketing,somearepushingtheideafurtherandshowcasingbodyabnormalities.Moffy,across-eyedbrunette,hassignedasthenewfaceofStormModels,theagencythatdiscoveredKateMoss.BritishdepartmentstoreDebenhamsenlistedadiversearrayofrealpeopleforitssummer2013lookbook,includingsomewithmissinglimbs;theretailerdeclaredthat“anyonecanlookfabulousinourrange.”AndProInfirmis,aEuropeanadvocacyorganizationforthedisabled,teamedupwitharetaileronBahnhofstrasse,Zurich’smaindrag,tofeatureaseriesofmannequinsdepictingpeoplewithscoliosis,brittlebonediseaseandmissinglimbs.
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Imagecredit:HenleyPremiumVaporCigarettes
VAPING LOUNGES
Atvapinglounges,smokersofe-cigarettescanhangoutand“vape”(inhalethenicotine-steepedvaporthate-cigsemit)andperuseandsamplethewidearrayofbrands,accessoriesandflavorsonthemarket.Whilevapingloungesare“notyourfather’ssmokeshop,”astheHenley“vaporium”inNewYorkputsit,manycultivateasimilarcommunalvibe.London’sHeathrowAirportnowhostsoneaswell,a“vapingzone”operatedbye-cigarettebrandGamucci.
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VEGETABLE CO-STARS
Veggiesaregainingahigherprofileonrestaurantmenusthankstothebroadeningemphasisonfarmers-marketingredients,consumers’risinginclinationtoeatlessmeat,andchefswhoseenewopportunitiestogetcreative.Fromfastcasualchainstoupscaleestablishments,vegetable-focuseddishesaregettingeasiertofind.Andincreasinglythey’rebecomingmorecreative,likeasalt-bakedceleryrootwithappleconfitatDBBistroModerneinNewYork.“Ifyou’veeverheardsomeonedismissvegetablesas‘rabbitfood’youshouldintroducethemtoourHeartyVeggie&BrownRiceSaladBowl,”proclaimstheStarbuckswebsite.
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VERIFIED REVIEWERS
Onlinereviews,thedigitalversionofword-of-mouth,arenotoriouslyunreliable:Some10–15%ofsocialmediareviewsarefake,accordingtoa2012Gartnerestimate.We’llseemoresitesshowingwhichreviewersaren’thidingbehindpseudonyms(akintoAmazon’sRealNamebadge)orsimplyincludingrealnamesasadefault,asGooglePlaydoes.Bazaarvoice,whichprovidesratingsandreviewservicesforretailers,vetscommentsusingadvancedalgorithmsandhumananalysis,andnowoffersaTrustMarklogoforauthenticatedreviews.
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VIRTUAL STICKERS COME TO LIFE
ThecharismaticcartoonycharactersfeaturedinstickersofferedbymessagingappslikeLineandKakaoTalkwillfindnewplatforms—muchasRovio’sAngry Birdscharactershaveextendedbeyondgamesintocuddlytoys,computergamesandevenathemepark.InJapan,BrowntheBear,ConytheRabbitandotherLinecharactersareavailableasstuffedtoys,inbooksandonstationery,andfeaturedinacartoonseries,Line Town.Expecttoseeotherquirkycreationsaswell,likeKakaoTalk’sTubetheduckorFrodothedog.
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XBOX PROGRAMMING
MicrosoftisjoiningNetflixandAmazonintheoriginal-seriesgame.Dueinearly2014isaslateofprogrammingthatseekstostartfulfillingMicrosoft’saimtomaketheXboxOneahome-entertainmenthub.Amongtheofferings:ashowbasedontheconsole’scoreHalofranchise,executive-producedbyStevenSpielberg,andadocumentarysoccerseries,Every Street United, tied to the World Cup.
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XIAOMI
Describedasthe“AppleofChina,”Xiaomiquicklygainedbrandloyalists(knownasMifens)afterenteringChina’ssmartphonemarketin2011.WithhelpfromformerGoogleexecHugoBarra,nowVPofXiaomiGlobal,thecompanyislookingtoexpandinternationally,startingwithSoutheastAsia.Xiaomi’s$10billionvaluationisdueinparttoitslowprices(itsellsatclosetocost)andinnovativesalesandmarketingapproach:It’sknownforflashsalesandforturningplatformslikethemessagingappWeChatandmicrobloggingsiteSinaWeibointoretailchannels.XiaomialsoincorporatesuserfeedbackintodesignsandreleasesanewversionofitsOSeachweektokeepMifensexcited.
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OUR TRACK RECORD
•OurThingstoWatchfromlastyearincluded:
– Ambushed by Amazon:Wenotedthatthee-commercegiantisfastbecomingEnemyNo.1toretailers
ofallstripesnowthatitsellseverythingfromhigh-endappareltowineandhasshrunkitsdelivery
times.In2013,Amazonworkedatfurtherspeedingdelivery:Itnowhasmorethan40fulfillment
centersintheU.S.,enablingsame-daydeliveryin11cities.Thecompanycontinuedpushingintonew
sectors,launchingaluxurybeautysectionandexpandingtheAmazonFreshgrocerybusinessfrom
SeattletoLosAngelesandSanFrancisco.AndAmazonisreportedlyplanningaservicefocusedon
consumerpackagedgoodslikepapertowelsandpetfood,puttingitintocompetitionwithwarehouse
clubslikeCostco.
– Drones:Wespotlightedtheadventofcivilian-usedrones,orunmannedaerialvehicles.Itwasn’tlong
beforedroneswerepopulatingtheheadlines,withThe New York Timesenvisioning“abravenewworld
inwhichcheapremote-controlledairplaneswillbeubiquitousincivilianairspace”andJeffBezos
boldlyproclaimingthatonedayAmazonwillmakedeliveriesbydrone.Inthefirstninemonthsof2013,
reportsBloomberg,ventureinvestorsputsome$41millionintodrone-relatedstartups.TealGroup
forecaststhatdronesaleswillzoomto$8.2billionwithinthedecade.
– Gender-Blurred Toys:Weforecastthatmoretoys,marketersandretailerswouldblurthetraditional
gender-basedlinesthathavedominatedplaytime.InDecember,Marks&Spencersaiditwouldmake
itstoypackaginggender-neutralbyspring2014;itsBoyStuffrange,forinstance,willberebranded
withasimplegraphiclogo.AlsointheU.K.,Debenhamsdropped“girls”and“boys”signsinitstoy
departments.Meanwhile,agirl-poweradforGoldieBlox,astartupthataimsto“inspirefuture
engineers”withbuildinggamesforgirls,wentviralintheU.S.
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OUR TRACK RECORD (cont’d.)
•OurThingstoWatchfromlastyearincluded:(cont’d.)
– Instant-Erase Apps:Weobservedthatsincethedigitalrecordisn’teasilyerased,wewouldbeseeing
moreappslikeSnapchatandotherservicesthathelppeopleguardorinstantlydeletethingsthey
maylaterregret.In2013,Snapchatbecameoneofthehottestappsaround:Asmanyasaquarterof
18-to29-year-oldmobilephoneusersintheU.S.useit,perthePewResearchCenter.Thecompany
reportedlyturneddowna$3billionacquisitionofferfromFacebooklateintheyear.Meanwhile,apps
thatoffersecuremessagingforolderusersandfortheenterprisearespringingup—includingWickr,
Frankly,Heml.isandGryphn—agoodbetatatimewhenconcernsaboutprivacyarespiking.
– Tablet Shopping:Wewrotethattabletcommercewouldtakeoffasawiderarrayofconsumers
adoptedtabletsandmoreretailersembracedtheplatform’sopportunities.eMarketerexpectstablet
commerceintheU.K.totriplefor2013,whileBusinessInsiderreportsthattabletswillaccountfor
halfthenearly$30billioninU.S.retailsalesmadeviamobilein2013.Withtabletslookingtobea
popularholidaygiftin2013,expectfurtherrapidgrowth.Retailers,however,havebeensomewhat
slowtokeeppacewiththetabletphenomenonandarelagginginadoptionoftablet-optimizedsites.
– Variable Pricing:Wenotedthatpricesareincreasinglyshiftingbasedontimeofday,competitors’
pricing,fluctuatingdemandandindividualconsumerprofiles.ADecemberanalysisbythefirmProfitero
foundthatovertheprevious12months,Amazonincreasedbytenfoldthenumberoftimesitchanges
pricesdaily(withatotalof2.5millionchangesaday).InEurope,theDIYretailerB&Qisintroducing
electronic,Wi-Fi-connectedpricetagsthatidentifyregularcustomersbytheirmobilephonechips,
thenaccessloyaltydataandpastspendingtodisplayapersonalizedprice;somepricesarealsolower
atoff-peakshoppingtimes.
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100 THINGS TO WATCH IN 2014
100 THINGS TO WATCH IN 2014
OUR TRACK RECORD (cont’d.)
•For2012,weincludedAnywhere,Any-WayShopping;CrowdsourcedLearning;Smart
Clothing;P-to-PExperiences;andUnwrappingthe
Process(brandsshowcasingthemakingoftheir
products).
•For2011,weincludedP-to-PCarSharing,TheNailPolishEconomy,Africa’sMiddleClass,
FacebookAlternativesandDigitalDowntime.
•For2010,wespotlightedMobileMoney,CoconutWater,Foursquare,EthicalFashionandBacon
Everywhere.
•For2009,wehighlightedLadyGaga,Crowdfunding,WikiLeaks,CloudComputing,
Gluten-FreeandTheDeclineofEmail.
•For2008,welistedRadicalTransparencyandStaycations,and,for2007,BarackObama,
Jennifer Hudson and Companies Going Green.
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100 THINGS TO WATCH IN 2014
100 THINGS TO WATCH IN 2014
JWT:JWTistheworld’sbest-knownmarketingcommunicationsbrandthathasbeeninventingpioneeringideasforthepast150years.HeadquarteredinNewYork,JWTisatrueglobalnetworkwithmorethan200officesinover90countries,employingnearly10,000marketingprofessionals.JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesadominantpresenceintheindustrybystayingontheleadingedge—fromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontenttoday.Formoreinformation,pleasevisitwww.jwt.comandfollowus@JWT_Worldwide.
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Director of trendspotting AnnM.Mack
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Trends strategists WillPalley NicholasAyala
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Fact checker Sarah Siegel
Contributors Aaron Baar AlecFoege JessicaVaughn
Design PeterMullaney
100 THINGS TO WATCH IN 2014
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