jwt 10 trends for 2014 and beyond executive summary

8122019 Jwt 10 Trends for 2014 and Beyond Executive Summary

httpslidepdfcomreaderfulljwt-10-trends-for-2014-and-beyond-executive-summary 113

DO YOUSPEAK VISUAL THE AGEOF IMPATIENCE

1

2 3

IMMERSIVEEXPERIENCES

MOBILE AS A GATEWAYTO OPPORTUNITY4

TELEPATHICTECHNOLOGY5

THE END OFANONYMITY6

RAGING AGAINSTTHE MACHINE7

REMIXINGTRADITION8

PROUDLYIMPERFECT9

MINDFULLIVING10

10 TRENDS FOR 2014AND BEYONDEXECUTIVE SUMMARY



2

983089983088 TRENDS FOR 983090983088983089983092 AND BEYOND

In our ninth annual forecast of trends for the near future we see consumers both welcoming and resisting technologyrsquos

growing omnipresence in their lives For many technology serves as a gateway to opportunity and an enabler of hyper-

efcient lifestyles but those who are most immersed are starting to question its effect on their lives and on their

privacy One result is that people are trying to nd a balance and seeking to be more mindful and in-the-moment And

in a world thatrsquos become all too polished or mass-produced they are also embracing imperfection

JWTrsquos 10 Trends for 2014 report is the result of quantitative qualitative and desk research conducted by

JWTIntelligence throughout the year and specically for this report

Trends donrsquot happen in isolation They tend to intersect and work in tandem with each other as yoursquoll see here

And many are extensions or outgrowths of trends we formerly spotted after all trends with real signicance canrsquot

be assigned to just one calendar year The trends explored here which we believe have signicant weight and

momentum indicate shifts that are likely to be with us for a while

Like any complex and dynamic human phenomena trends are not preordainedmdashonce they are spotted they can be

shaped With this trends forecast we aim to bring the outside inmdashto help inspire ideas beyond brand category and

consumer conventionsmdashand to identify emerging opportunities so they can be leveraged for business gain

ABOUT THE

REPORT



983089 IMMERSIVE EXPERIENCES

3

Entertainment narratives and brand experiences

will become more immersive and altogether more

enveloping in a bid to capture consumersrsquo imagination

and attention

Image credit DJ Ecal

EXAMPLE To bring the tagline ldquoFill Your Home

with Musicrdquo to life Sonos (the maker of Internet-

connected wireless music systems) created

immersive installations in New York and Los

Angeles Digitized color washes lighting and

animation coordinated the color and mood

of a room to the music playing through Sonos

speakers



4

983090 DO YOU SPEAK VISUAL

Wersquore shifting to a visual vocabulary that relies on

photos emojis video snippets and other imagery largely

supplanting the need for text ldquoVisualrdquo is a new lingo

that needs to be mastered

Image credits JWTIntelligence team

EXAMPLE Tinder and similar apps simplify the

online dating process by eschewing wordy proles

in favor of photos that can be scrolled through

quickly Users of Tinder are tallying up 350

million swipes per daymdashswiping right indicates

interest swiping left indicates a decline







983093 TELEPATHIC TECHNOLOGY

Thanks to the rise of brain-computer interfaces

and emotion recognition technology brands are

getting more adept at understanding consumersrsquo

minds and moods and reacting accordingly in a very

personalized way

Image credit Quavondo Nguyen

EXAMPLE To showcase the power of a Kit

Kat break JWT Singapore and Nestleacute wired

up students with headsets that tracked their

brainwaves while they ate a Kit Kat bar then

generated a unique piece of art that reected

their state of mind Students who entered the

ldquobrain boothrdquo got to see what happened to their

brain after they consumed a Kit Kat



6 THE END OF ANONYMITY

Thanks to an array of new technologies and a growing drive

to collect personal data itrsquos becoming nearly impossible

to remain unobserved and untracked by corporations and

governments As anonymity becomes more elusive expect

pushback from consumers and a growing paranoia around

technologies and services that affect privacy

Image credit Carolyn Lagattuta

EXAMPLE Tescorsquos 450 gas stations in the UK will

start using screens made by Amscreen a digital

advertising rm that analyze the faces of people

approaching the register and target ads based on

gender and rough age they also track how long

people look at the ads



983095 RAGING AGAINST THE MACHINE

As we move further into the digital age wersquore starting to

both fear and resent technology fretting about whatrsquos been

lost in our embrace of unprecedented change Wersquoll put a

higher value on all things that feel essentially human and

seriously question (while not entirely resisting) technologyrsquos

siren call

Image credits Michela Ravasio Nick Ayala

EXAMPLE A growing number of bands and music

festivals are asking crowd members to put their

phones away and experience the concert ldquoin 3Drdquo

as She amp Him have requested Others who have

objected to the usual sea of phones held aloft

include Jack White the Yeah Yeah Yeahs Prince

and Bjoumlrk



8 REMIXING TRADITION

With social norms quickly changing and a new anything-

goes attitude people are mashing up cherished

traditions with decidedly new ideas creating their own

recipes for what feels right

Image credit isitsharp

EXAMPLE While religious afliation is declining

in the US and the UK ldquogodless congregationsrdquo

such as the Sunday Assembly are adopting

elements of organized religion seeking to reap

the benets that come with ritual gatherings and

the community they offer



983097 PROUDLY IMPERFECT

Imperfection and even outright uglinessmdashthe quirky

the messy and the awedmdashare taking on new appeal

in a world thatrsquos become neatly polished and curated

Imperfection provides an unltered all too human

version of reality that reects all the diversity thatrsquos

seen in everyday life

EXAMPLE In October 2013 the Austrian grocery

chain Billa part of Germanyrsquos Rewe Group

launched a private-label line of ldquononconformistrdquo

produce dubbed Wunderlinge a made-up word

that combines the terms for ldquoanomalyrdquo and

ldquomiraclerdquo Another German retailer Edeka

has tested selling ugly produce at a discount

branded as ldquoNobody is perfectrdquo

Image credit Peter Mullaney



983089983088 MINDFUL LIVING

Consumers are developing a quasi-Zen desire to

experience everything in a more present conscious

way Once the domain of the spiritual set mindful

living is ltering into the mainstream with more

people drawn to the idea of shutting out distractions

and focusing on the moment

Image credit Lumina

EXAMPLE Virgin Atlantic commissioned content

from the meditation gurus at Headspace for the

in-ight entertainment system Designed to help

passengers meditate and deal with the stressors

of traveling the videos address topics such as

how to get sleep and deal with boredom





2

983089983088 TRENDS FOR 983090983088983089983092 AND BEYOND

In our ninth annual forecast of trends for the near future we see consumers both welcoming and resisting technologyrsquos

growing omnipresence in their lives For many technology serves as a gateway to opportunity and an enabler of hyper-

efcient lifestyles but those who are most immersed are starting to question its effect on their lives and on their

privacy One result is that people are trying to nd a balance and seeking to be more mindful and in-the-moment And

in a world thatrsquos become all too polished or mass-produced they are also embracing imperfection

JWTrsquos 10 Trends for 2014 report is the result of quantitative qualitative and desk research conducted by

JWTIntelligence throughout the year and specically for this report

Trends donrsquot happen in isolation They tend to intersect and work in tandem with each other as yoursquoll see here

And many are extensions or outgrowths of trends we formerly spotted after all trends with real signicance canrsquot

be assigned to just one calendar year The trends explored here which we believe have signicant weight and

momentum indicate shifts that are likely to be with us for a while

Like any complex and dynamic human phenomena trends are not preordainedmdashonce they are spotted they can be

shaped With this trends forecast we aim to bring the outside inmdashto help inspire ideas beyond brand category and

consumer conventionsmdashand to identify emerging opportunities so they can be leveraged for business gain

ABOUT THE

REPORT




3




and attention









speakers



4
























personalized way


































siren call








and Bjoumlrk










































Image credit Lumina












3




and attention









speakers



4
























personalized way


































siren call








and Bjoumlrk










































Image credit Lumina











4
























personalized way


































siren call








and Bjoumlrk










































Image credit Lumina




















personalized way


































siren call








and Bjoumlrk










































Image credit Lumina

































siren call








and Bjoumlrk










































Image credit Lumina


















































Image credit Lumina









jwt 10 trends for 2014 and beyond executive summary

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