A summary of @JWT_Worldwide’s (well-known marketing communications brand) “JWT: The Future 100” that discusses trends and changes to watch for in 2015:

  • New Feminism

    • There has been a fundamental shift from feminism being political to feminism being more about community, confidence, and empowerment

    • Feminism spans across all generations and has been rebooted for the digital era through social media

  • Connected Kids

    • Kids are more digitally connected than ever, as a result new toys and services are being created to target and satisfy kids’ hunger for technology

    • Kids these days have a familiarity and expectation for technology that goes far beyond that of previous generations

  • Teetotal Millennials

    • As millennials embrace healthy lifestyles and fitness more than older generations, fitness and health are being rebranded in more hip and sociable ways (e.g. yoga raves and alcohol-free hedonism)

  • Retooling for an Aging Population

    • As the workforce is rapidly aging, there is a rising appreciation of the strength and tenacity of a more mature workforce

  • Bacteria Chic

    • While bacteria has commonly been viewed in a negative light, creative innovators are now trying to harness bacteria for its various properties, such as the potential for growable products

  • Universal Intelligent Design

    • Consumers, especially Millennials, expect good design

  • Womenomics: New Definitions of Power

    • The definitions of power and success are evolving as more and more women become powerful across the world

    • Statistics about women’s education and economic influence point towards a future of rising female influence

  • Experiential Public Spaces

    • Streetscape is becoming a rich palette for retail, location-sensitive games, and experiences that can offer public services as well as integrate themselves into consumers’ everyday activities

  • Real Aspirations

    • As more and more celebrities and influencers use social media like Tumblr and Instagram, candid and real are becoming ideal

    • A growing number of celebrities/influencers are posting unedited pictures of themselves to show that they will not be edited into submission

  • Backstage Celebrities

    • Social media has increased awareness of fashion designers and the creative talent behind the scenes (e.g. makeup and hair artists to store architects).

  • Intellectual, Artistic Gaming

    • Gaming is changing to include new audiences like women (who comprise ~50% of gamers)

    • Gaming mechanics are being applied to everything from music videos to retail

  • Save our Subcultures

    • Social media has increased the rate of trend and niche discovery

    • Brands can connect with real subcultures if they do it in a genuine, careful, non-cynical way

  • Celebrity Business Partners

    • Celebrities are finding direct ways to monetize their influence as they launch their own lifestyle brands

    • Brands collaborating with celebrity business partners leads to a double halo effect of joint media buzz and promotions

  • Kale and Superfood Beauty Wave

    • As consumers gravitate towards health, beauty, and well-being, superfoods and cold-pressed juices have become a phenomenon among consumers

  • South Korean Beauty

    • Beauty influences are increasingly coming from the East as ready access to the internet and social media has created new centers of influence and enabled trends to spread faster than ever before

  • Digital Habits and Stress

    • Beauty products are being created to help millennials manage premature aging due to stress

  • New Wave Boomer Beauty

    • 50% of premium beauty categories are controlled by consumers who are over age 50

    • Most of these consumers are still presented with products whose models are in their 20s

    • Clever brands will target them without patronizing them

  • 1-for-1: Third Way Commerce

    • Consumers, especially Millennials, are increasingly discriminating between brands by looking at the companies values - particularly ethical behavior and sustainability

  • Do Brands

    • Instead of creating self-serving marketing content, more brands are using innovation, activism, and social initiatives to connect with consumers and create marketing content

  • Me Brands

    • Consumers are beginning to think of themselves as brands and micro-entrepreneurs, as they curate their online image and finds ways to monetize it via social media power, YouTube, and micro-retail platforms

  • Food 2.0

    • Consumers are becoming more conscientious of their food’s nutritional values and its carbon footprint

  • Cold-pressed Everything

    • Cold-pressed (byword of purity and quality) and unprocessed foods are becoming popular and demanded by consumers

  • Guilt-Free To Go

    • Healthy, ethical fast food is expected to gain momentum in 2015

  • Liquor Mashup

    • Millennials are drawn to new flavors and experiences in the beverage market

  • Bone Broth: The Hot New Beverage

    • As the Paleo diet gains popularity so has bone broth

  • Haute Vegan

    • Veganism is on the rise as more people adapt a healthy lifestyle

  • Aging: Silicon Valley’s Next Frontier

    • Silicon Valley is trying to tackle how to slow down aging

  • The Long Near Game

    • More companies are opting to sacrifice short-term gains for future business plans

    • How will this affect publicly traded companies?

  • 3D Printing Grows Up

    • 3D printing has not yet been embraced by the mass or consumer markets

    • New services that help regulate some of the contentious issues around 3D printing could help 3D printing become widely adopted

  • Brogawear Arrives

    • According to SRI International, the wellness industry (spas, yoga, complementary therapies) as of 2013 is worth $3.4T and growing

    • Both male and females are spending on wellness

    • More males are taking up yoga

  • Adventurist Impulse

    • Consumers are beginning to prioritize experiences (e.g. travel, food, exploration) over “stuff”

    • Brands should connect their products to experiences

  • Womenomic Luxury

    • Luxury brands that traditionally catered to males will now have to find ways to appeal and cater to females as an increasing amount of females are becoming affluent

  • Share-Con Luxury

    • More businesses are embracing sharing economy platforms (e.g. Uber, AirBnB) as they become credible hospitality services

  • Mass Market Art-Tail

    • Due to a general rise in consumer sophistication and expectation from brands, fast-fashion brands have to be smart in addition to being stylish and cheap

  • Amazon Store

    • Online retailers have opened brick-and-mortar stores as consumers seek compelling in-store experiences in addition to shopping online

    • Amazon is planning on opening its first physical store in New York City

  • Mass Boutique

    • Consumers are demanding niche, independent brands with artisan credentials and sleek branding

  • BuzzFeed Retail

    • Customization and personalization are unique ways to reinstate brand authority while keeping the consumer engaged at the center of the show

  • Physical Payments

    • More advanced biometric systems (fingerprint, facial recognition, vein pattern) may soon replace traditional forms of payment

    • It is projected that there will be 471 million biometric smartphones users by 2017 - there were 43 million biometric smartphone users in 2013

  • 24/7: Unlimited Hours

    • Due to globalization and the internet, traditional boundaries that kept retail and working hours in check have collapsed

  • Seasonless, Gender Neutral, Unbranded

    • Consumers are becoming hyper-individualized and are more reluctant to follow trends and seasons

  • Alibaba and Amazon Swap Territories

    • Alibaba has expanded into the United States and Amazon has expanded into China, but can each giant win the other country’s trust?

  • Celebrating Singles

    • Due to globalization shopping holidays (e.g. Black Friday and Singles’ Day) are being introduced to new markets

  • Recycling Reinvented

    • Brands are beginning to use innovative recycling strategies as a marketing platform

  • Cycle-First Cities

    • Cities are shifting away from expensive, polluting cars and towards bicycles

    • Cycling is becoming a part of city culture as a means of travel as well as a social pursuit and leisure activity

  • Wellness Tourism

    • Boomers and Millennials are prioritizing health and well-being

    • According to the Global Wellness Tourism Congress wellness travel is a $439B market and has an expected growth of 55% by 2017

  • Tech-Free Travel

    • Consumers are seeking greater control over their technology habits, and focusing on tech-free time as a time to relax and enjoy meaningful time/experiences.

  • Ethical Smartphones

    • More companies are trying to use conflict-free minerals in the process of making smartphones to ensure they are not funding any armed groups

  • Peer-to-Peer Payments

    • There is an increasing amount of social media platforms that are trying to become intermediaries between consumers and their money to make paying peers easy and fun

  • Xiaomi

    • World’s third largest smartphone maker

    • According to IDC it has seen triple-digit year-over-year smartphone shipment growth (ahead of LG and Lenovo)

    • BRIC and emerging markets are hitting the global stage in categories ranging from luxury to technology

  • Professional Content Creation Goes Mobile

    • With the latest smartphones consumers can become content creators as well as entertainment and high-quality visual media generators

  • Prosthetics, Performance Enhancers, Exoskeletons and Smart Fabrics

    • With the continual advancement in technology, soon something simple like fabric could potentially monitor, enhance, and “super-humanize” us

  • Premium Invisibility

    • More “digital laundry” services are popping up to meet consumers’ desire to manage their digital footprint and their online reputations

  • Death of the Cookie?

    • Facebook claims that the cookie, the traditional method of tracking consumers’ response to ads and paths to purchases, is over

      • 40% of transactions go from one device to another device, rendering cookies redundant for understanding the success of advertising and affiliated retail

  • Celebrating Serendipity

    • There is a growing appetite for randomness as consumers are getting used to predictive advertising and retail

    • More and more technologists and innovators are focusing on integrating chance discoveries to complement automation and prediction

  • Cognitive Technology

    • Technology is now able to learn things like habits and preferences from its interactions with humans and then present intuitive services

  • Mobile Everything Portals

    • The mobile phone is the device that enables us to share, shop, search, and direct

    • Our phones will know us better than anyone else, this begs the question: Who will own that data?

  • Businesses Look to the Cloud

    • As there is a move from ownership to renting, there too is a general move from needing to own technology to the idea of technology as a service

  • Oculus Rift: The New Skype?

    • Oculus Rift (virtual reality headset) could revolutionize not only gaming, retail and entertainment, but also communication - like a face-to-face virtual reality skype conversation

Comment