The annual trend report spotlights Generation Go, food as the new eco-issue, marriage optional, among other trends
BestMediaInfo Bureau | Delhi | December 7, 2011
Continued economic uncertainty, new technologies and the idea of shared responsibility are driving or at the centre of several trends. According to the forecast, the economy will push brands into opening up more entry points for cost-sensitive consumers as the “new normal” becomes a prolonged normal in the developed world. At the same time, tough times will generate an unprecedented entrepreneurialism, with the so-called ‘Lost Generation’ of youth becoming a uniquely resourceful group that creates its own opportunity.
Other key trends cited in the report include:
“With our annual trends forecast, we aim to bring the outside in — to help inspire ideas beyond brand, category and consumer conventions — and to identify emerging opportunities so they can be leveraged for business gain,” says Ann Mack, director of trendspotting for JWT. “Trends, like any complex and dynamic human phenomenon are not preordained — once they are spotted, they can be shaped.”
JWT’s ‘10 Trends for 2012’ is the result of quantitative, qualitative and desk research conducted throughout the year. It includes inputs from nearly 70 JWT planners across more than two dozen markets and interviews with experts and influencers across sectors including technology, luxury, social responsibility and academia.
Among the trends JWT has forecast in past years are ‘De-Teching’ in 2011 (more people logging off, at least temporarily, to get a break from technology); ‘Location-based Everything’ in 2010 (the explosion of location-based or aware services that leverage data from mobile phones); ‘The Small Movement’ in 2009 (the shift away from “bigger is better” in everything from homes to cars to mobile technology); and ‘Radical Transparency’ in 2008 (the “nothing to hide” ethos seen in some online behaviours).
The ‘10 Trends for 2012’ report is available at JWTIntelligence.com.