keeping
Trends + Anthropology + Brands + Strategy
September 2010
{
{
TABS
Welcome Welcome to Canvas8’s keeping TABS, a biannual summary of the most important trends and drivers currently influencing global consumer culture written for an audience of brands and ad agencies. We’re aware that most of you will be familiar with some of this content. The purpose of keeping TABS is not to sketch out crystal ball predictions, but to put the last six months of global culture into a usable context. Whilst we first identified some of these trends over six months ago, they nevertheless continue to have a profound impact on global behaviour. We’ve trawled academic journals, panned the gold from hundreds of pop culture and industry blogs, and probed the minds of globally recognised Thought Leaders before stepping back and piecing it all together. The map on the following page is the result of this analysis. Each of the TABS is supported by case studies, statistics and the consumer groups most affected; we’ve described mindsets where possible, but good old-fashioned demographics are often used for clarity’s sake. All external sources along with some excellent further reading can be found at the back. And finally, the Scrapbook: for all the other interesting bits which aren’t quite TABS yet. I hope you draw as much inspiration from reading this document as we have in putting it together. Prod it, pass it around and scribble on it – and please do let us know what you think: keepingtabs@canvas8.com
CREDITS Thanks to: Chris Arnold, Joel Backaler, Barrie Barton, Marco Bevolo, Lori Bitter, Fiona Buckland, Amitava Chattopadhyay, Elizabeth Churchill, Lars Cosh-Ishii, Nic Crowe, Glynn Davis, Krystal D’Costa, Marc De’ath, Jason Della Rocca, Christy Dena, Sara Diamond, Tom Doctoroff, Kristina Dryza, Alex Gordon, Dale Herigstad, David Jennings, Toby Kay, Daniela Krautsack, Meena Kadri, Ramsey Khoury, Gerd Leonhard, Trevor Lloyd-Jones, Andrew Losowsky, Brian Merchant, Kate Mew, Monocle, Alan Moore, Don Norman, David North, Daniel Nye Griffiths, Clay Parker Jones, Neil Perkin, Joseph B. Pine, Ruby Pseudo, PSFK, Mary Lou Quinlan, John Ryan, Jean-Robert Saintil, Marian Salzman, Mandy Saven, Baba Shiv, Arvind Singhal, Michael Solomon, Ysanne Spevack, Springwise, Luciana Stein, Ed Stocker, Danny Taewoo Kim, TED, Ana Terzi, Trendwatching, Fabrizio Valente, Mark Vanderbeeken, Ilya Vedrashko, Sheila Wan, Richard Watson, WGSN, WIRED, Faris Yakob, Mio Yamada. DESIGN by Margherita Gaffarelli www.apricot-juice.com/meg
Warmest wishes,
Debbi Evans, Canvas8 Editor
2
Contents 2 4 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 46 51
Welcome TABS Map Mass Customisation Simple Interfaces Brand Me Codes of Conduct Informed Consumerism Natural Mindset Sustainable Capitalism Hyperawareness of Health Social Participation Attention Economy Rising Social Conscience Mobile Living Hyperlocalisation True Stories Privacy and Control Neo-tribalism Collaborative Living and Working Slow East/West Blended Reality Scrapbook Explore About Canvas8
TABS Map TABS Mass Customisation
Rising Social Conscience
Simple Interfaces
Mobile Living
Brand Me
Hyperlocalisation
Codes of Conduct
True Stories
Informed Consumerism
Privacy and Control
Natural Mindset
Neo-tribalism
Sustainable Capitalism
Collaborative Living and Working
Hyperawareness of Health
Slow
Social Participation
East/West
Attention Economy
Blended Reality
Related to
CONTENTS
4
Mass Customisation
WHAT ARE THE SIGNS? CHOCOMIZE
ADIDAS SYO
TESCO MOBILE SHOPPING APP ME & GOJI
NETFLIX
BUILD-A-BEAR SHOEDAZZLE
RED MOON PET FOOD
WHAT IS IT? The mass market approach of considering consumers as a homogenous group is truly over. People approach brands differently each time they interact with them – their personal moods, mindsets, experiences are constantly in a state of flux, as are their needs and expectations.
BUILDABRAND
If you travel on business, you want one thing from the airline, the hotel, the rental car company, the restaurants you frequent, and so forth. Bring your spouse with you, and suddenly all of those requirements change. Bring the kids along, and they change again.
PANDORA.COM
DESIGN A TEA GRANNIES INC.
BENE FURNITURE
GHOSTLY DISCOVERY
NIKE iD
‘MY DENIM, MY MUSIC’
JIBBITZ
MSI FX600 LAPTOP
WHO IS IT IMPACTING?
Brands are finally moving away from demographics; consumers are being targeted in their transient, flighty need states (but importantly, are not being defined by them) with intuitive and exciting ways to customise products, services and experiences. Brands are honing in on what consumers really want with a subtler understanding of their preferences – or allowing individuals to shape each product for themselves. Blank canvases can be intimidating: giving people accessible tools to personalise their products has tipped this growing trend into the mainstream.
The value of
Consumers would pay
Globally
Moonpig*
up to
100%
67%
MORE
for a customised product
Time not a new concept but in revival with mobile
RELATED TRENDS
Privacy and Control Simple Interfaces
2009
2010 *the online personalised greetings card service
CONTENTS
PEAK
Phase
HOW HAS IT BEEN DEVELOPING?
WHERE IS IT HAPPENING?
WHERE IS THE TREND IN ITS LIFECYCLE?
Joseph B. Pine, Author of Mass Customization: the new frontier in business competition
Technologically advanced and interested Gen X and Gen Y
Brand Me
Slow
5
On Canvas8 Mass Customisation
REPORT 17/07/2009
FOCUS 01/03/2010
Variable service makes constant customers
Ponoko
Universal, fixed design and prescribed service models may appear to reinforce brand identity but such predictability can be uninspiring. The key to an exceptional customer experience, says Kristina Dryza, lies in variability.
By enabling creators to connect directly with the closest local fabricators, Ponoko promotes the localisation and democratisation of the manufacturing process and taps into a revived interest for DIY design.
LEADERS 20/10/2009
FOCUS 12/02/2010
Mass customisation: you never step into the same river twice
[me] & goji
With choice fatigue, an expectation of personalised service and the changing needs of every individual from moment to moment, how can brands cater to consumers, stand apart in a crowded market and watch their costs? Thought Leader Joe Pine has the answer.
[me] & goji are a small artisan company creating custom blends of breakfast cereal. The broad appeal of this seemingly niche product is testament to the consumer desire for personalised goods with expert personality.
FOCUS 07/09/2009
FOCUS 14/09/2010
Customised retail
4Food
What can retailers do to attract their target demographic? Glynn Davis explores how brands are adapting stores in Germany and the UK, but cautions against alienating potential customers with too niche an offering.
4Food is a chain of healthy, natural and customisable fast-food restaurants. New Yorkers can fully customise their (locally-sourced) burger online, or using the iPad menus, and promote it via social networks in exchange for discounts.
READ MORE
CONTENTS
6
Simple Interfaces
WHAT ARE THE SIGNS? ING DIRECT
RED MARKET
GOOGLE DASHBOARD KINDLE
WHAT IS IT?
WHO IS IT IMPACTING? Everyone in developed nations where pressure to ‘know more’ is high (Gen X, GenY)
FONYOU
APPLE iPHONE AND iPAD
THE EYE BY DoCoMo
Don Norman, Co-founder of Nielsen Norman Group and former VP, Apple
BMW iDRIVE
WHERE IS THE TREND IN ITS LIFECYCLE?
PLATEAU
Time
LEGO BRICKS BRICKS LEGO
can be be rearranged rearranged into into can
RELATED TRENDS
Slow
Privacy and Control Blended Reality
different combinations Mass Customisation
CONTENTS
TEXT 2.0
SIX EIGHT-STUD EIGHT-STUD SIX
WHERE IS IT HAPPENING?
The developed world, where choice is abundant and consumers are overloaded with complex information
SIXTH SENSE
People do not want simplicity – what they really want is understanding. People don’t want to give up the power. What they are against is being confused.
HOW HAS IT BEEN DEVELOPING? Simple means giving people the tools to help them reassess their priorities and understanding that these priorities will differ between customers. The Simple trend is most evident in the development of technology products, but can also be used to shape creative thinking. Brands (particularly in the technology sector) are starting to provide clearly presented, easily digestible information to help consumers make informed decisions. Simple is about manageability, limited options, streamlining and ease of use: making form and function work together.
TWIFFICIENCY
BANK SIMPLE
Phase
Presented with a myriad of options, consumers are suffering from choice fatigue. People are making decisions to help them simplify and streamline their lives, spurred on by economic austerity. The Simple trend is about intuitive interfaces and complex filters. It is not about ‘basic’.
PEEK
VAGE
Informed Consumerism
Mobile Living
7
On Canvas8 Simple Interfaces
REPORT 05/03/2010
FOCUS 04/08/2010
Is that a tastemaker in your pocket? Mobile and filtering
fonYou
As the gatekeeper to the mass of data and applications, smartphones are the multitasking, multipurpose widget of the present and the future. Ilya Vedrashko explores the ways mobile technology can manage and filter the vast amounts of content available.
fonYou is an award-winning Spanish mobile telephony brand which offers users a useful and innovative way of managing all their mobile phone activity, rather than just bills, from one place on the web.
REPORT 08/09/2010
FOCUS 29/07/2010
Don Norman: Living with Complexity
PILO: location, filters and relevance
Don Norman, one of Business Week’s ‘27 Most Influential Designers’, talks about the role of design in communicating complexity, not complication, and the importance of playfulness.
PILO is a Swedish prototype location service with more relevant filtering than its predecessors, tracking mobile user movements over time to build up patterns. However, early tests raise some issues around commercial opportunity.
REPORT 28/09/2009
FOCUS 26/08/2010
The rise of simple tech
A Bit More
While companies such as Apple and Microsoft are vying to create the ultimate one-stop device, Canvas8 tracks the rise of simple tech at the other end of the market; a curiously thriving segment where excess features are not an option.
Breville’s toasters have a unique feature that is becoming a usability design classic. The ‘A Bit More’ button solves a problem so simple and obvious it needs no explanation. In fact, many cite it as the primary reason for purchase.
READ MORE
CONTENTS
8
Brand Me
WHAT ARE THE SIGNS? FLATTR
WHUFFIE BANK
FARMVILLE TRACTOR SALES MYSPACE LAYOUTS
HANGING OUT AT THE MAC STORE
WHAT IS IT?
The relationship one has with friends is about history and personal heritage, and about experiences, and in this online space ‘brand me’ or ‘brand us’ will become a relationship of friendship as well as commercial transaction.
Individuals are more aware of their image and social media has put control firmly in their hands. Whether for commercial or social purposes they carefully curate and optimise their personal image across a multitude of channels. In an increasingly participatory society, social currency plays a key role – it’s not just about peer reviews of products, it’s about peer reviews of peers. People ‘like’ brands – but they are no longer ‘fans’. Brand Me links closely to We Are All Media (see Scrapbook).
WHERE IS IT HAPPENING?
Twentysomethings
Asia, Europe, South America, USA
MYBRANDZ.COM
CLAUDIA ROGGE’S ‘HUMAN PATTERNS’ COLLEGE STUDENTS ‘ICING’ EACH OTHER BUILDABRAND
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
Phase
Teens
BRAND TATTOOS
Dr. Alex Gordon, Semiotician, Founder of Sign Salad and Canvas8 Thought Leader
WHO IS IT IMPACTING? Tweens
FACEBOOK ‘LIKE’
HOW HAS IT BEEN DEVELOPING? Always-on connectivity and instant status updates via handsets make the management of Brand Me a full time consideration. The introduction of geolocation services for smartphones has added another layer to this macrotrend, as people continue to define themselves with where, not just who, they are - posting visual updates of nights out, or tagging locations is a way of demonstrating expertise or cool. Brands who enable this communication, or share the values people seek to project, will be chosen to represent them.
The Chinese spent
$5bn on virtual goods in 2009
d
2 billion
The UK spent over $800 million
tweets
1billion tweets
a December 2009 May 2010
CONTENTS
since 2008
More than
320,000 .me names
have been registered, making it the fastest selling top level domain ever
The average facebook user is connected to
Time
RELATED TRENDS
80 community pages, groups and events
Social Participation
Codes of Conduct
Privacy and Control
Neo-tribalism
Mass Customisation
True Stories
9
On Canvas8 Brand Me
REPORT 20/09/2010
FOCUS 26/01/2010
Moderating Brand Me: why Facebook fails us
The Whuffie Bank
New social networks Diaspora and Hibe counteract the blanket approach to Brand Me found on Facebook. Jenny Winfield dissects the components of online identity and explains why a faceted approach to social networks is long overdue.
The Whuffie Bank has launched a new currency based on reputation with the aim of rewarding creative and favourable online behaviour. The non-profit company was recognized as one of the 50 most innovative startups in 2009 by TechCrunch.
REPORT 22/03/2010
FOCUS 15/07/2010
Beyond Facebook: social networking trends in Brazil, India and China
Flattr
A recent map of social networks reveals the spread of the US giant. But in some territories, other networks cling resolutely to their user stronghold. Is this mere chance, or does it tell us something about cultural preferences?
‘You have to give to get’. So preaches Flattr, the Swedish peer micropayment system from former Pirate Bay chief Peter Sunde. It’s still in beta, but gaining traction - most recently with two major German newspapers.
LEADERS 20/01/2010
FOCUS 02/09/2010
Digital identity management – what is reality and why should we care?
Buildabrand
Image matters. And as the once-exclusive tools of impression management filter out to the digital masses, Michael Solomon documents some emerging behavioural strands and their potential impact on brand messaging, both on and offline.
Buildabrand is a service offering businesses of all sizes, and individuals, the ability to create a brand from scratch. It taps into mainstream awareness of personal branding as a result of exposure to marketing messages.
READ MORE
CONTENTS
10
Codes of Conduct WHAT IS IT? Physical codes of conduct, initially mimicked online, are being modified in the digital space and impacting real-world behaviour, which has become noticeably more playful and open. As online activity is increasingly recognised as part of Brand Me, people are improving their digital etiquette.
Eugenie Harvey, Founder of WeAreWhatWeDo and 10:10
particularly Gen Y and Boomers
WHERE IS THE TREND IN ITS LIFECYCLE?
WHERE IS IT HAPPENING?
Gen Y are comfortable revealing personal thoughts, feelings and opinions online, but are increasingly judicious in how they are accessed - particularly now that so many parents are online. People post visual proof of activity rather than statements of intent, negating the need for ‘shouty’ updates. Brand spaces are increasingly soft and familial and there’s a renewed respect for ‘proper’ manners. Being outspoken and opinionated is the new norm, but there’s a palpable awareness that rudeness can leave indelible traces on reputation.
of people
have used the anonymity of the web to lash out at companies or brands
75% of American
adults
think the population is getting less civilised
32%
in 2009
of people regret something they’ve posted online.
Sales of
Penguin classics
STRONG GROWTH
Time
RELATED TRENDS
This rises to
59%
54%
Privacy and Control
Social Participation
experienced DOUBLE DIGIT GROWTH iPhone users
CONTENTS
Phase
Globally, particularly in more Westernised societies where social sharing is rife
HOW HAS IT BEEN DEVELOPING?
23%
SEXTING TROLLING POST SECRET TOKYO METRO ‘DO IT AT HOME’ SURGING POPULARITY OF HERITAGE BRANDS GERTRUDE AND ALICE’S HOMELY SYDNEY BOOKSHOP PENGUIN CLASSICS SALES DDB’S GROWN-UP PLAYLAND FOR McDONALD’S PRINGLES TMI OVERSHARERS CAMPAIGN CHAT ROULETTE MEIN MAGAZINE VIRGIN’S PHONE ETIQUETTE DR. PEPPER STATUS TAKEOVER
There’s no doubt in my mind that kindness is the new currency. As life becomes tougher, which I’m afraid it’s going to do, being generous to your fellow man will keep the world afloat.
WHO IS IT IMPACTING? All internet users
WHAT ARE THE SIGNS?
under 25s
Brand Me
Rising Social Conscience
Blended Reality
11
On Canvas8 Codes of Conduct
REPORT 16/04/2010
FOCUS 31/03/2010
Manners maketh a market
The Apology Line
Last year, in the midst of a global recession which brought unemployment and foreclosure in its wake, Penguin Classics’ sales were their best ever in every territory. Fiona Buckland wonders why.
The Apology Line is an experimental art project: a freephone number that people can call to leave an anonymous confession. After massive interest from the UK public, the artists now want to expand the concept to the US.
REPORT 08/02/2010
FOCUS 17/02/2010
Public by default
ChatRoulette
Attitudes to privacy have evolved along with the explosion in social media, and the resulting interplay reflects the maturation of a new, informed kind of trust that rests on mutual exchange of information between consumers and brands.
The website ChatRoulette, which connects strangers randomly across the globe, has become a sensation. Its lack of regulation exposes online social behaviour in its rawest form.
REPORT 19/04/2010
FOCUS 20/09/2010
The ignorance industry: hysterical or horrifying?
Center of Phone Etiquette
In an era of information overload, ‘outrageous and provocative’ virals can help brands cut through the clutter. At the same time audiences may find these high-risk, high reward brand strategies either ‘hysterical or horrifying.’
Please Shut Up is a website on a mission to save us from the horrors of bad mobile phone etiquette, offering people a place to vent anger, name and shame offenders and establish a recognised code of conduct.
READ MORE
CONTENTS
12
Informed Consumerism
WHAT ARE THE SIGNS? SMART ENERGY METERS PEER-TO-PEER INFORMATION SHARING DAYTUM
WHAT IS IT?
There will be more ‘e-breed’ customers, which means that the same customer might do very deep informed research for some products, but make very impulsive decisions for others according to their personal preferences and situation.
People are looking to make increasingly informed (but crucially, not always rational) decisions both prior to and at point of sale. For brands, providing comparative analysis and transparent information creates trust and generates goodwill.
SAFEWAY FOOD FLEX SHOPSAVVY
GOOGLE GOGGLES YELP
Those who participate in it despite reservations (Gen X and Gen Y)
TESCO FINDER APP
WHERE IS THE TREND IN ITS LIFECYCLE?
Phase
PEAK
What began as a way for businesses to boast of eco credentials has set a global retail agenda, and consumers want to know more both about the products they’re buying and the brands they’re buying from. Smartphones are playing a key role in the shift, allowing shoppers to check packaging, product and pricing information simultaneously in-store and online. Geolocation software enables smarter filtering for relevance and proximity. People rely on peer product reviews – and trust in non-branded aggregators of information is building.
Time spreading with smartphones
RELATED TRENDS
Approximately
value their own research
over
a sales person’s advice
up from
40% pers
20%
of shop
45%
43% of smartphone owners
abandoned purchases when unts coupons or disco couldn’t be easily obtained.
Hyperlocalisation
Simple Interfaces
Slow
Natural Mindset
look at third-party or consumer reviews of a product while in store
2008
CONTENTS
TALES OF THINGS
FRITO LAY CHIP TRACKER
Globally – more economically and technologically developed nations
During Xmas 2009
ECO INDEX
NUTRICATE RECEIPTS
WHERE IS IT HAPPENING?
HOW HAS IT BEEN DEVELOPING?
92% of consumers
STICKYBITS
TOKYO’S N BUILDING
Fabrizio Valente, Retail consultant and CEO, KikiLab
WHO IS IT IMPACTING? Those who believe in an open information economy
WHEREISMYMILKFROM
look for retailer or product coupons
Hyperawareness of Health
Rising Social Conscience
Mobile Living
True Stories
13
On Canvas8 Informed Consumerism
LEADERS 14/07/2010
FOCUS 30/07/2010
Bricks and Clicks: delving into inline retail strategy
The Eco Index
There’s a false dichotomy between e-tail and retail. Building on Mandy Saven’s recent report, Michael Solomon takes a closer look at the mechanics of shopper interaction and technology’s potential in the purchase process.
A major consortium of brands and retailers are getting together to agree a universal eco labelling standard for apparel, which takes the entire product lifecycle – including marketing – into consideration. Why have no luxury labels signed up?
LEADERS 19/05/2010
FOCUS 09/06/2010
Get inline: new retail technology and geolocation
Interactive W Magazine
In part two of her report, Mandy Saven unearths the most inspiring and innovative stores incorporating new technologies into their brand experience. Be wary, she concludes, that strategies provide depth and utility as well as wow factor.
Luxury magazine W’s first Shopping Issue in April 2010 had fully interactive mobile ads running throughout, supported by an extensive outdoor campaign in affluent New York City.
FOCUS 18/12/2009
FOCUS 03/09/2010
N Building
Frito-Lay Chip Tracker
In a new project, the facade of the commercial N Building in Tokyo has been covered in QR codes, which can be unlocked with a simple iPhone app to receive up-to-date information on stores inside.
In the US, Lay’s crisps are grown and produced locally. To highlight this, PepsiCo created the ‘Frito-Lay Chip Tracker’, which allows customers to trace the origins of their beloved snack.
READ MORE
CONTENTS
14
Natural Mindset
WHAT ARE THE SIGNS? BIOMIMICRY IN PRODUCT DESIGN GEOX ‘BREATHING’ BUILDING R&SIE ARCHITECTS TERRARIUM TREND
WHAT IS IT? A stringent avoidance of the artificial in all walks of life, seeking out experiences and products with a definitive, plausible origin (rooted in nature or science), being engaged at a higher level and compelled to act within the boundaries of truthfulness and honesty.
SNOG, MARRY, AVOID?
Natural and additive-free have become part of the consumer’s health and wellness vocabulary, and we’re seeing growth in every category. The natural trend is here to stay.
‘STRAIGHT EDGE’ YOUTH NATURAL & HOLISTIC HEALTH REMEDIES GLAMPING RFID AUTHENTICATION OF WINE NATURAL PET FOOD KAREN MAGAZINE
David Jago, Director of Innovation and Insight, Mintel
WHO IS IT IMPACTING? WHERE IS THE TREND IN ITS LIFECYCLE?
WHERE IS IT HAPPENING?
Asia, North America, UK as a backlash against ‘plastic’ culture
HOW HAS IT BEEN DEVELOPING? Consumer choice and spend is being reassessed. Social kudos can be gained by living less consumptively and developing an interest in cradle-to-cradle design concepts. People are reconsidering their environment in terms of substance and sustainability, from food and holidays to healthcare and the urban landscape. Architecture and product design draw increasing inspiration from the natural world in terms of functionality and aesthetics.
Use of the words
pure
purely
grew from
to
5,705
3,013
purity on consumer food produts in the USA
CONTENTS
1
The total number of
cosmetic surgery procedures decreased by
Phase
Everyone who is frustrated by transient, fake interactions and experiences
STRONG GROWTH
Time
RELATED TRENDS
9%
Year-on-Year
Rising Social Conscience
Hyperawareness of Health
Informed Consumerism
Sustainable Capitalism
True Stories
in 2009
2008
2009
in the USA
Hyperlocalisation
15
On Canvas8 Natural Mindset
REPORT 11/11/2009
FOCUS 03/07/2009
Consuming beauty: the nutricosmetics market
Growing local, foraging and the rise of the co-op
The burgeoning field of nutricosmetics looks set to gain considerable traction in Western and emerging markets. Two industry experts identify the consumer drive behind the trend and outline the opportunities for brands.
Consumers of organic food are loathe to give it up, regardless of cost. What this means, says Ysanne Spevack, is the rebirth of resourcefulness in the US and UK: growing your own, foraging, and co-op schemes with friends and neighbours.
LEADERS 12/05/2010
BLOGHUNTER 22/10/2009
Brazilian luxury goes back to nature
Pepsi Raw
From architecture to art and travel to food; some of the Brazilian upper classes are now looking for a less polished type of sophistication. Trend expert Luciana Stein investigates the behavioural and economic drivers behind this shift.
Pepsi UK has stepped up in the soda wars with its new drink – Pepsi Raw. According to the company, it has dropped artificial preservatives and sweeteners and is made from natural sources such as apple extract, plain caramel coloring and tartaric acid from grapes.
FOCUS 18/12/2009
FOCUS 15/06/2010
The anti-label label
Twig Terrariums, and other small worlds
First Starbucks went local and now clothing is turning away from brand-heavy slogans and towards a discreet and logo-less aesthetic. What consequences could this pattern have for the brands and the brand name cachet?
New York’s Twig Terrariums make tiny worlds full of whimsy and humour. Beyond their role as a memoir of nature, however, these miniatures also touch upon underlying trends in both the consumer and business psyche.
READ MORE
CONTENTS
16
Sustainable Capitalism WHAT IS IT? The creation of a business model that understands and respects the triple bottom line of people, planet and profit. It is about responsibility and longevity. Sustainable Capitalism’s watershed moment came in 2006 with Al Gore’s Oscar-winning An Inconvenient Truth and has accelerated through the recent economic recession and people’s increasing desire to do something inherently good and ‘right’.
Doing good is good business. This is not about charity or altruism. This is about doing something that is effective and efficient.
WHAT ARE THE SIGNS? PUMA’S CLEVER LITTLE BAG UPS’S GPS REPROGRAMMING SLIM CHAMPAGNE BOTTLES STELLA ARTOIS’ BOTTLE REDESIGN MARKS & SPENCER EGG TRACKER FRITO-LAY CHIP TRACKER SUN CHIPS ECO PACKAGING THE WALMART SUSTAINABILITY INDEX CONSPIRACY FOR GOOD CHINA’S SUSTAINABLE ENERGY PROGRAMME SAINSBURY’S KEEPING BEES CHINA’S DONGTAN ECO-CITY KARMA CUP COLALIFE COOP WINE
Sir Martin Sorrell, Chief Executive Officer of WPP Group
WHO IS IT IMPACTING?
WHERE IS THE TREND IN ITS LIFECYCLE?
WHERE IS IT HAPPENING?
Everyone - developed and developing nations alike
HOW HAS IT BEEN DEVELOPING? The economic downturn has meant people now expect major multinationals to do what they, as individuals, can’t afford to make happen, and on a scale that they can’t achieve. Brands who eschew this responsibility are vilified. Businesses no longer have full control over their brand and, thanks to the internet, both their good and bad behaviour is made public. People are looking for businesses to demonstrate values, not just claim their alliances.
The Chinese government have laid out a
US$585bn
d plan to invest in low carbon technologies
CONTENTS
There are
6,172,8220
citizens of Hopenhagen def.
a movement set up around the 2009 COP 15 conference to unite nations with hope for policy change
2
35% of consumers
Phase
Globally STRONG GROWTH
Time
RELATED TRENDS
say they will spend more on ‘green’ in the coming year Hyperlocalisation
Social Participation
Natural Mindset
Rising Social Conscience
True Stories
17
On Canvas8 Sustainable Capitalism
LEADERS 24/03/2010
FOCUS 08/07/2010
CSR from an Indian perspective
Panera Cares Café
The Indian economy is poised to grow on a strong, sustained basis for years to come: it is time for a new look at corporate social responsibility. In the context of current and future challenges, how do young Indian consumers see CSR?
Panera is a bakery and café with 1400 outlets across America. In May they made the decision to trial a not-for-profit model within one branch. The Panera Cares Café is so successful that they are now extending the strategy to two new locations.
REPORT 19/03/2010
FOCUS 10/06/2010
Embracing the new philanthropy
SunChips eco packaging
In spite of good intentions, consumers value cost savings over planet saving, and they expect major multinational companies to do what they can’t.
PepsiCo have replaced their SunChips packaging with 100% compostable material. While customers have criticised the new packaging for being ‘less tactile’ and ‘too noisy’, others have lauded PepsiCo as pioneers.
FOCUS 01/07/2010
FOCUS 22/03/2010
Karma Cup
ColaLife
The annual BetaCup Challenge seeks to uncover creative ways of reducing paper cup consumption. This year’s winner, Karma Cup, not only eliminates the cup entirely, but gives you an incentive to do so: the possibility of free coffee.
ColaLife is an initiative which aims to use Coca Cola’s far-reaching global distribution to carry ‘social products’ such as oral rehydration salts and medicines to developing countries.
READ MORE
CONTENTS
18
Hyperawareness of Health
WHAT ARE THE SIGNS? MEDWATCH
HEALTH APPS
SENIORBRIDGE SKYPE VIDEO CONSULTATIONS FOR ELDERS WEBMD.COM
WHAT IS IT?
The ability for people to test themselves effectively will change the healthcare industry. Focus will be taken away from in-clinic testing and placed upon self-analysis.
The popularity of organic food, holistic living and attention to personal mental health has sharpened individual focus on daily wellbeing, fuelled by mobile monitoring apps and access to like-minded communities online. At the most basic level, people want to know what they’re consuming and what impact it will have on their health, as an extension of Informed Consumerism and Natural Mindset.
HEART ATTACK GRILL LE WHIF
23ANDME
Piers Fawkes, President, PSFK
Primarily North America, Europe (early growth), Asia
HOW HAS IT BEEN DEVELOPING?
The obesity epidemic and marginalisation of the elderly in society has led to a search for new diagnostic solutions integrated into daily life. Social fitness and wellbeing apps encourage on-the-fly management of increasingly personal bodily functions (sleep apnea, ovulation), as well as providing detailed nutritional and health-related product information. The beauty and food industries have adopted more ‘medical’ brand messaging. Rise in online patient communities providing support and therapy for fellow sufferers.
by 2015
21%
THECARROT.COM
BIOINFORMATICS.ORG
MICROSOFT HEALTH VAULT
WHERE IS THE TREND IN ITS LIFECYCLE?
WHERE IS IT HAPPENING?
Smartphone users
PATIENTSLIKEME.COM
THISISWHYYOUREFAT.COM
MAPPINESS
Phase
Gen X
HEALCAM
IMPLANTABLE ANTENNA FOR MONITORING IN-VIVO CHEMICAL REACTIONS
WHO IS IT IMPACTING? Boomers
CURETOGETHER
PEPSICO NUTRITION LAB
STRONG GROWTH
Time
RELATED TRENDS
60%
of Americans
of Smartphone owners
Slow
Natural Mindset
have downloaded a fitness-related app
will have electronic health records
CONTENTS
Informed Consumerism
Rising Social Conscience
19
On Canvas8 Hyperawareness of Health
LEADERS 03/02/2010
FOCUS 14/09/2010
Design thinking and the healthy society
4Food
As debate rages around US healthcare reform, Sara Diamond examines the role of the design, technology and creative industries in creating a society of user-centric healthcare and individual wellbeing.
4Food is a chain of healthy, natural and customisable fast-food restaurants. New Yorkers can fully customise their (locally-sourced) burger online, or using the iPad menus, and promote it via social networks in exchange for discounts.
LEADERS 28/04/2009
FOCUS 08/09/2010
Data are beautiful things
CureTogether
From social networks to art galleries, data visualisations are everywhere. Sara Diamond evaluates the importance of these intuitive, uniquely human interpretations of complexity and their cultural and business benefits.
CureTogether.com is a website that allows users to keep track of their health. The free service matches people with similar symptoms and conditions, allowing them to interact anonymously.
REPORT 08/06/2010
REPORT 17/09/2010
More than mirrors: identity, beauty and changing cosmetics retail
Technology, community and self-diagnosis
Beauty regimes and perceptions of the self are more than an effect of straightforward image consumption. We explore how retail environments have evolved to fit the consumer desire for a more holistic, scientific beauty experience.
Individuals are now able to monitor every aspect of their physical and mental health. Sleeping, eating, exercise and social activities can be analysed in real time and shared with a like-minded community. But what does this mean for brands?
READ MORE
CONTENTS
20
Social Participation
WHAT ARE THE SIGNS? CONSPIRACY FOR GOOD PICTURE THE IMPOSSIBLE GEOCACHING.COM
NEEDLE IN A HAYSTACK
WHAT IS IT?
As we strive to move away from cookie-cutter sameness, individuals’ opinions, points of view, or unique thoughts can spark connection. We see it across all types of communities, whether grassroots or corporate-sponsored, virtual or rooted in physical space. The more eclectic and interesting, the more it thrives. Funny how an emphasis on ‘I’ leads to a more coherent sense of we.
Mass social participation is embraced as the antidote to information isolation and overload. Directly linked to Rising Social Conscience, we are seeing an important shift from a ‘me’ to a ‘we’ culture. Technology facilitates offline personal interaction rather than creating a barrier to it. Many examples of Social Participation achieve broad social goals as well as contributing to a sense of personal gain.
DARPA RED BALLOON CHALLENGE CLIMATECAMP NEIGHBORGOODS
Gen X as facilitators
Europe, North America. Japan, China and India (strong growth)
HOW HAS IT BEEN DEVELOPING?
GOOD GYM
SOCIAL INNOVATION CAMP
ENABLED BY DESIGN CTRL.ALT.SHIFT A FEAST OF STRANGERS
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
Phase
WHERE IS IT HAPPENING?
STREETSPARK
THE BIG LUNCH
Patrice Martin, Author of Ideo Patterns’ ‘The ‘I’ in community’
WHO IS IT IMPACTING? Gen Y
ENCOUNTER
Technology is being harnessed to enable relationships, both in the physical and the virtual, and used to intelligently elicit chance encounters. Gen Y love creating and taking part in mass participation activities and use visual diaries to build social currency. Individuals from creative communities volunteering time to collate ideas and design tools for cohesive offline change.
81% of US Gen Y have volunteered in the past year
CONTENTS
4
The physical and virtual treasure hunt
Encounter had
165,000
There are
4-5 MILLION
70,000
geocachers
Time
RELATED TRENDS
People who finished the New York marathon
36,856 vs 43,660 Rising Social Conscience
worldwide
2010 2009 players across Eastern Europe
2005
Collaborative Living and Working
Codes of Conduct
2009 Blended Reality
Brand Me
Mobile Living
Hyperlocalisation
21
On Canvas8 Social Participation
LEADERS 24/03/2009
FOCUS 14/12/2009
From Me to Wii
The DARPA red balloon challenge
With the media screaming tales of doom and economic woe what can your brand do to support the shift from ‘me’ to ‘Wii’? Alex Gordon looks into the semiotics of recession and the consumer backlash to selfish individualism.
The recent DARPA balloon challenge was set to discover how people interact with social media for team building and collaboration on widescale, time-critical and complex tasks.
LEADERS 28/07/2010
FOCUS 19/01/2010
Activism, technology and cultural specifics
Picture the Impossible
Sara Diamond talks to Canvas8 about technology, politics and ideas of global/local. She discusses Canada’s ties to documentary, the importance of enabling self-representation and Twitter’s opinion-forming role at the recent G20 summit.
In the face of flailing news sales, the Rochester Democrat and Chronicle launched a hyperlocal game with major brand sponsorship aimed at strengthening community bonds and encouraging creativity and charity.
REPORT 17/02/2010
FOCUS 11/05/2010
What are the triggers for mobilising people?
LeapAnywhere
To understand the forces at work in mobilising large groups it is important to recognise the behavioural triggers for joining them in the first place. How can brands mobilise groups to their benefit and engage people with their brand?
LeapAnywhere is a part social network, part listings site that aggregates cool volunteer opportunities around London in a bid to make social participation more fun and competitive. We spoke to founder Malcolm Scovil.
READ MORE
CONTENTS
22
Attention Economy
WHAT ARE THE SIGNS? TOKYO YAKULT SWALLOWS RED BULL BULLETIN DREAMING IN MONO NIKE TRUE CITY ING DIRECT CAFÉS GOOGLE ADSENSE READ IT LATER WIDGETS NY-Z ABSOLUT VODKA HERO108
WHAT IS IT? People are increasingly information and stimulus rich but consequently time and attention poor. Media can be accessed anywhere, in a multitude of formats. Irrelevant interruptions are unwelcome. Context is everything and time is people’s most precious commodity, evidenced by the rise in simultaneous media use and savouring of down-time.
Context + meaning = cultural value; without it brands turn onto the slip road called ‘irrelevance’ and park up against the sign marked ‘obsolescence’ without a petrol station in sight.
THE WONDERFACTORY ‘EUROSTAR’ SOMERS TOWN GUARDIAN ZEITGEIST NEXT MEDIA’S NEWS CLIPS ‘MINIMALISH’ SHORT ATTENTION SPAN PAINTINGS UNBEATABLE (CHINA)
Alan Moore, Co-founder of SMLXL and Canvas8 Thought Leader
WHO IS IT IMPACTING? WHERE IS IT HAPPENING?
Always-on societies, both East and West
HOW HAS IT BEEN DEVELOPING? Media requiring deep concentration are no longer valued as highly as people learn the benefits of selective attention. There’s an increasing awareness of the value of ‘my time’ and more discerning attitudes towards brands competing for this time. Transmedia storytelling introduces brands in a richer context with deeper levels of engagement and interaction. Relevant brands that are allowed in gain more affinity.
k
Americans consume
100,000 words per day on average
CONTENTS
hours e 8.5B
Adults are exposed to screens (TVs, cellphones, computers, GPS devices) for about
WHERE IS THE TREND IN ITS LIFECYCLE?
0 57%
Phase
Anyone living in a connected society
PEAK
Time
RELATED TRENDS of internet users media multitask accessing TV and internet simultaneously at home for an average of
Slow
True Stories
2 hours and 39 minutes every month
on any given day
Brand Me
Mobile Living
23
On Canvas8 Attention Economy
REPORT 22/10/2009
FOCUS 05/07/2010
Wireless society and the awareness economy
Guvera
The latest sea change in technology could be sitting in your pocket right now. Trevor Lloyd Jones investigates Near Field Communication and its impact on the mobile and advertising industries.
Guvera is an innovative music service which makes advertisers pay for downloads in exchange for several minutes of fans’ attention. Following its launch in Australia, it’s now arrived Stateside.
LEADERS 23/06/2010
FOCUS 22/04/2010
The brand as transmedia story
Pedro & Maria
The system that brands operate in is still largely defined by mass media comms – a straight line approach to non-linear thinking. Alan Moore makes the case for a more fractured, participatory approach to brand identity.
Pedro & Maria is an interactive branded entertainment telenovela which will enable fans to vote on plot direction through social media channels. It will be co-produced by MTV and Procter & Gamble.
REPORT 12/03/2010
FOCUS 03/08/2010
Addressing contemporary media use
Rider in a red coat
People are increasingly accessing multiple types of content simultaneously. Transmedia expert Christy Dena evaluates the importance of advertising campaigns that recognise contemporary media use behaviours.
A French multimedia comic for CAP3B, a family-friendly tourist destination, uses print, smartphone technology and video content to enhance rather than detract from the locallyinspired story.
READ MORE
CONTENTS
24
Rising Social Conscience
WHAT ARE THE SIGNS? GROWN BY US PEPSI REFRESH WHUFFIE BANK LEAP ANYWHERE
WHAT IS IT?
CHASE COMMUNITY GIVING
Customers want to transact with companies that do the right thing and make responsible environmental choices.
A growing backlash against ‘greed culture’ coupled with a genuine desire to do something wholesome and ‘give something back’. It has also been referred to as the ‘moral reset’. Transparency, fuelled by the immediacy of technology and the global reach of media has led to a more informed consumer and an affection for brands with morally defensible values that people want to identify with.
MOBILE MOVEMENT GIVE A DAY GET A DISNEY DAY IFWERANTHEWORLD OBAMACLOCK CAUSEWORLD
Jo Fox, Deputy Director of The Bigger Picture for Sky Broadcasting
WHO IS IT IMPACTING?
Globally
HOW HAS IT BEEN DEVELOPING? Public denunciation of bankers’ bonuses by government and media, growth in charitable actions and support of companies who uphold a moral code. Refocusing behaviour to fit a ‘we’ not ‘I’ mentality, increasing consideration of how something is produced, not just what is produced, as a component of brand value. Rising appreciation of ethical rather than simply environmental policies, benchmarking practices such as Fairtrade and seeking products with goodness built in, not added on.
2
f out o
3
1 4
in say they will take their custom elsewhere
people say
it is important
to buy from environmentally responsible companies
CONTENTS
if they feel a company’s ethical reputation is not up to scratch
Phase
Western world as consumers
WHERE IS THE TREND IN ITS LIFECYCLE?
WHERE IS IT HAPPENING?
Developing world as suppliers of commodities
STRONG GROWTH
Time
Consumers
RELATED TRENDS
who would switch to a brand associated with a ‘good cause’
66%
79%
The Pepsi Refresh application on Facebook HAS HAD MORE THAN
11mvoters
1993
Collaborative Living and Working
Sustainable Capitalism
Natural Mindset
Codes of Conduct
Hyperlocalisation
Informed Consumerism
Slow
Hyperawareness of Health
2010
25
On Canvas8 Rising Social Conscience
REPORT 10/03/2010
FOCUS 08/07/2010
Guilty pressures: getting people to give
Panera Cares Cafe
Whether it’s a picture of suffering children or a reproachful slogan, guilt has long been used in charity campaigns. But exactly how guilty do you need to make someone feel before they reach for their wallet?
Panera is a bakery and café with 1400 outlets across America. In May they made the decision to trial a not-for-profit model within one branch. The Panera Cares Café is so successful that they are now extending the strategy to two new locations.
LEADERS 28/07/2010
FOCUS 09/07/2010
Activism, technology and cultural specifics
Conspiracy For Good
Sara Diamond talks to Canvas8 about technology, politics and ideas of global/local. She discusses Canada’s ties to documentary, the importance of enabling self-representation and Twitter’s opinion-forming role at the recent G20 summit.
Conspiracy For Good (CFG) is Nokia’s latest transmedia campaign, showcasing the Ovi platform through interactive theatre, mobile, music and physical participation – with an anticorporate focus that taps into the zeitgeist.
REPORT 08/04/2009
FOCUS 14/09/2010
The times they are a-changin’
Open Planet Ideas
Declining charitable donations, increased demand for their services and record numbers of volunteers. What does being charitable mean for consumers and brands in 2009?
Open Planet Ideas is a crowdsourcing joint initiative by the WWF and Sony. The aim is to harness ideas on the environment and technology; the end result, a synergy of suggestions by the crowd and the expert panel, will reach prototype stage.
READ MORE
CONTENTS
26
Mobile Living
WHAT ARE THE SIGNS? WORKING NOMAD MOBILE.ME
FOURSQUARE
WHAT IS IT?
HOW HAS IT BEEN DEVELOPING? Improved connectivity and data speeds, changing attitudes to IP and greater multimedia capabilities have led to a growth in always accessible media on handsets. The role of semantic data in determining context will become increasingly important as people look to filter and simplify. In the developing world, mobile is a great equaliser: many places will go from no internet to mobile internet. Those without smartphones still rely heavily on SMS for communication with loved ones and business in their local community - whether farming alerts or mobile banking services.
WHERE IS IT HAPPENING? Truly globally
MEGAHOUSE
PROCESSAWAY
SMSONE MEDIA GOOGLE’S ‘MOBILE FIRST’ STRATEGY TXTEAGLE
Rob Glaser, Chairman of RealNetworks
There are
5 billion
active mobile subscriptions
the global population is 6.8 billion
49%
of Kenya’s bank accounts
The Finnish SMS user base is
90%
0.FACEBOOK
WHERE IS THE TREND IN ITS LIFECYCLE?
PEAK
of the total population
Time
RELATED TRENDS
More people SEND TALK ON A EMAIL than LANDLINE MESSAGES
are mobile
Social Participation
Simple Interfaces
Informed Consumerism
WORLDWIDE Attention Economy
CONTENTS
GOWALLA
MOBILE BANKING IN AFRICA
Phase
An estimated 73% of the global population
SQUARE
LAYAR AUGMENTED REALITY
The future of media will be information consumed on superphones while on the go.
Mobile is changing the world more than the internet ever could. It has liberated people, enabling them to make major decisions around living, education, work, communication and consumption - they can be on the move, live anywhere and yet still be plugged in and perform effectively. This trend has accelerated with the growth of smartphones, making it easier and more cost effective to connect to the internet than ever before.
WHO IS IT IMPACTING?
MXIT
TWITTER FAST FOLLOW
OBOPAY
Collaborative Living and Working
Hyperlocalisation
Blended Reality
27
On Canvas8 Mobile Living
REPORT 24/05/2010
FOCUS 17/12/2009
Courting chance: the importance of serendipity in a networked world
Obopay
As we move into an age of blended reality characterised by tighter networks and filters, the need to elicit chance encounters has become more important than ever. It’s time to reassess what serendipity really means and why it’s relevant now.
A mobile payment system based in the US with plans for global expansion which enables phone owners to send funds via SMS and mobile internet.
REPORT 03/08/2009
FOCUS 17/08/2010
SMS and emerging markets
Mobile Shopping Sitges 2010
In an interview with Canvas8, Director of Product Management, EMEA for mBlox Johan Lindstrom shares his views about the SMS industry, its relevance to emerging markets and why they’re not scared of smartphones.
An innovative partnership between Telefonica, La Caixa bank and Visa will allow shoppers to pay with their phones at 500 retailers in the town of Sitges until October 2010. It’s the biggest NFC payment trial to date in Europe.
REPORT 02/07/2010
FOCUS 11/12/2009
Nose to screen: interacting with smartphone ads
SMSOne Media
Mobile marketing is an industry facing huge growth as consumers spend more time and money on mobile. As the feud between Google and Apple heats up, we take a closer look at advertising in the smartphone industry.
Necessity breeds ingenuity: this micro-local news service gets vital information to rural villages in India, via a combination of SMS alerts and word of mouth.
READ MORE
CONTENTS
28
Hyperlocalisation
WHAT ARE THE SIGNS? KAREN MAGAZINE NEIGHBORGOODS GEOLOCATION GAMES SMSONE INDIA HEROEX MILLAU VIADUCT SERVICE STATION
WHAT IS IT?
PICTURE THE IMPOSSIBLE
A focus on local community, local produce and local news - accessed online or off - and resulting in new product development which caters to a community or region.
WHO IS IT IMPACTING? Those fazed by globalisation (and seeking to establish genuine connections)
HIPPO SNACKS’ TWITTER DELIVERY NETWORK REGIONAL ACCENTS IN JAPANESE VENDING MACHINES
Will that product work everywhere or is it about finding other localities that are appropriate twins because of similar conditions? Is it temperature, cultural practices, historical legacies or population that link with your own?
KIT KAT REGIONAL FLAVOURS MCDONALD’S ‘SWISS WEEKS’ COURS EN VILLE
USHAHIDI
Sara Diamond, President of OCAD University, Ontario and Canvas8 Thought Leader
WHERE IS THE TREND IN ITS LIFECYCLE?
HOW HAS IT BEEN DEVELOPING?
AOL’s local news network Patch
WHERE IS IT HAPPENING?
PEAK
Phase
Technology is helping people reconnect with those close by - whether through sites like NeighborGoods or location-based services Foursquare and Gowalla. Media giants AOL, Google and CNN continue to invest heavily in local news networks, and Starbucks are working with Yahoo to launch their own community sites across the US. Recognising the appeal, brands such as Kit Kat have started developing products for niche markets - and some have come under fire for ‘localwashing.’ Global chain retailers have decentralised budgets, enabling branches to introduce local stock and customise their interiors to suit community identity.
Time
Most effective ways to engage a local audience:
RELATED TRENDS
has just launched its
100 th SITE
69%
62%
59%
Globally
Collaborative Living and Working
and plans to launch
400 more
by December
local content on websites
print ads
Informed Consumerism
Rising Social Conscience
events Natural Mindset
CONTENTS
TWITZIP
GOOGLE FAVORITE PLACES STARBUCKS 15TH AVENUE
Social Participation
Slow
Mobile Living
29
On Canvas8 Hyperlocalisation
REPORT 29/03/2010
FOCUS 13/07/2010
Geolocation and the city
Hippo’s Twitter-powered delivery network
2010 has been predicted to be the year of location. In this report, we consider how geolocation can change social interaction, individual experiences and the perception of urban space, and how brands can become a part of this radical change.
India has several million local shops, or Kirana stores, which serve the mainstream market daily. Tracking local requirements is a daunting task, but Parle Agro have uncovered a creative way of getting customers to solve the problem.
REPORT 30/10/2009
FOCUS 11/02/2010
Logging on to meet up: building communities with tech
Heroex
Before social networking came along, people would pop round to see their neighbours, shoot the breeze, maybe borrow a cup of sugar. Now, however, a new breed of virtual services are encouraging real world human contact.
Heroex is an e-tail startup based in San Francisco that delivers almost anything - from headphones to toilet paper - within an hour, coordinated through a network of local ‘Delivery Heroes’.
FOCUS 08/04/2010
FOCUS 11/12/2009
Kit Kat goes hyperlocal in Japan
Kites: The Remix
Nestle is expanding their strategy of niche flavours to include a new range of hyperlocal culturally specific tastes for the Japanese market.
Kites became the first Bollywood film to break into the US Weekend Top Ten. Released one week later, Kites: The Remix is an international version that cuts the running time down to a Hollywood-friendly 90 minutes.
READ MORE
CONTENTS
30
True Stories
WHAT ARE THE SIGNS? THE SECRET DIARY OF STEVE JOBS PASS THE BATON TALES OF THINGS NOSTALGIC ADS
WHAT IS IT?
M&S PENNY BAZAARS
Stories engage us on a cultural, societal and physical level. We respond to stories because we’re wired to. It’s how we teach our children, it’s how we learn and it’s how we animate our desires so that others will comply. Stories – the good, the bad and the inconceivably stupid – are the imperfections in brands and their actions that make them believable, lovable and human.
The consumer search for brands that demonstrate authentic, transparent behaviour with personality, and communicate this honestly - warts and all - across all platforms and brand touchpoints. An engaging story which communicates a human brand is not enough - it needs to carry deeper meaning and purpose.
ART GAMES
Environmentally conscious Boomers
WHERE IS IT HAPPENING?
US, UK, France. Contracted sense of ‘global’ means stories can be truly followed by everyone’
HOW HAS IT BEEN DEVELOPING?
PUMA SOCIAL
WHERE IS THE TREND IN ITS LIFECYCLE?
STRONG GROWTH
Closely linked to Sustainable Capitalism, True Stories is powered by a corporate search for purpose, as brands strive to communicate heritage as well as flexibility in providing dynamic solutions to broad social, environmental and ethical issues. The use of narrative or careful curation communicates the personality of the brand and gives it a human energy.
67%
In the UK
of people between the ages of
18
and
24
are likely to read and act upon advertising that contains story-like information about the brand
CONTENTS
30%
of GDP
a
Time long term trend
RELATED TRENDS
50% of 18-34-year-olds
family-run business now accounts for
PACKABOOK
BOMPAS & PARR
Phase
Brand aware Gen X
ZAPPOS EXPLOSION OF THE ARTISAN
Stephen Denny, Influence Strategist and founder of ‘Decision triggers’
WHO IS IT IMPACTING? Gen Y
ACIDE MACARON
Informed Consumerism
Attention Economy
Neo-tribalism
would take a pay cut to work for a socially responsible company Sustainable Capitalism
Brand Me
Slow
Natural Mindset
31
On Canvas8 True Stories
LEADERS 23/12/2009
FOCUS 30/11/2009
The psychology of enchantment
Pass the Baton
We bring the year to a close with a somewhat festive take on semiotics. In an interview, Thought Leader Alex Gordon dissects the lasting impact of fairy tales on the popular psyche and their importance to brands in the current climate.
Located in a high end Tokyo shopping complex, Pass The Baton is an innovative retail concept which relies on the appeal of personal histories - celebrity and otherwise - to sell quality second hand goods.
REPORT 12/07/2010
FOCUS 14/07/2010
Telling aversion: consumer resistance to brand stories
Virgin Human Nature Collection
Dipak Nayar explores the underlying consumer perceptions that feed into resistance to brands and advertising, revealing differences between how people relate to brand fictions and how they relate to other incarnations of pop culture.
Virgin Holidays have launched a new range of ‘holidays with balance’, which incorporate care for people and planet at every level without compromising on comfort.
REPORT 25/09/2009
FOCUS 17/06/2010
Can self-deprecating branding work?
The Mortified Shoebox Show
As the informality of the web proliferates, and openness and honesty are emphasised as key to winning over consumers in the digital age, could this be the time for brands to let down their guards and show a little vulnerability?
The Mortified Shoebox Show is a lo-fi internet series in which everyday people and celebrities reveal the angst-ridden moments or geekdom that characterised their younger selves.
READ MORE
CONTENTS
32
Privacy and Control
WHAT ARE THE SIGNS? PROLIFERATION OF THE ‘GLOBAL VILLAGE’ TRUSTED FILTERS PILO SIMPLIFICATION OF FACEBOOK SETTINGS
A heightened awareness of the importance of controlling private data, and companies’ access to that data: a refusal to accept ‘public by default’ settings. Stricter management of Brand Me and a rise in invite-only social networks. At the same time, experimenting with inviting brands into private spaces.
WHO IS IT IMPACTING? Anyone who accesses the internet and consumes news (Gen X, Gen Y, Boomers)
Fundamentally, privacy is about having control over how information flows. It’s about being able to understand the social setting in order to behave appropriately. To do so, people must trust their interpretation of the context, including the people in the room and the setting. When they feel as though control has been taken away from them, they scream privacy foul.
Globally
HOW HAS IT BEEN DEVELOPING?
The most skilled internet users are the most frequent privacy control managers. Contrary to popular belief, youth are far from apathetic and want to know what they are sharing. There’s rising mistrust in a ‘Big Brother’ society and data collection, translating to a mistrust of brands. The rise of geotagging and location-based services fuel further privacy concerns as data networks are mapped onto physical space - however, there is increasing evidence that people are willing to share data in exchange for relevance and utility.
More than
81%
of social network users
allow anyone within their network to see their recent activity
half
of smartphone owners are worried about a loss of privacy as a result of geotagging
71%
53%
of 18-29-year-olds
limit what they share online in order to project their ideal identity
as opposed to
of frequent Facebook users aged 18-19 changed their settings 4 OR MORE TIMES between 2009 and 2010
26% across the same period in 2008-9
CONTENTS
HACKERS ON PLANET EARTH CONFERENCES BRANDED HOTEL ROOMS
BLIPPY
GECKO MINI BARS
HOUSE PARTY
DIASPORA
Danah Boyd Specialist in online communities, Microsoft and Yahoo!
WHERE IS IT HAPPENING?
ICANSTALKU.COM
GOOGLE DASHBOARD
WHERE IS THE TREND IN ITS LIFECYCLE?
Phase
WHAT IS IT?
STRONG GROWTH
Time
RELATED TRENDS
Simple Interfaces
Blended Reality
Codes of Conduct
Brand Me
Mass Customisation
33
On Canvas8 Privacy and Control
REPORT 28/06/2010
FOCUS 29/07/2010
Avon calling: the future of brands in personal spaces
PILO: location, filters and relevance
Online, consumers are leading increasingly public social lives. How is this affecting our definitions of privacy in physical spaces, such as the home?
PILO is a Swedish prototype location service with more relevant filtering than its predecessors, tracking mobile user movements over time to build up patterns. However, early tests raise some issues around commercial opportunity.
REPORT 08/02/2010
FOCUS 21/01/2010
Public by default
Blippy
Attitudes to privacy have evolved along with the explosion in social media, and the resulting interplay reflects the maturation of a new, informed kind of trust that rests on mutual exchange of information between consumers and brands.
Blippy is a social spending start-up that answers the question “what are your friends buying?” by broadcasting credit card transactions via Twitter. Controversial? Certainly. Clever? Definitely.
REPORT 23/09/2009
FOCUS 29/06/2010
Close to you: intimacy and proximity in the wireless age
Hunch
How do you touch people in a contactless age? Daniel Nye Griffiths looks for clues in the predominantly Asian phenomena of Lovegety and Bluedating, positioning them as precursors to augmented reality.
Hunch’s unique user traffic had multiplied by 40 within the first six months of launch. We analyse why the site’s pledge to provide a more personalised, fun and intuitive search experience appeals – and how brands can benefit.
READ MORE
CONTENTS
34
Neo-tribalism
WHAT ARE THE SIGNS? MOVEMENTS SUCH AS FIXED GEAR, DUBSTEP, NEW FOLK VICE MAGAZINE THE OBAMA INAUGURATION FACEBOOK DIRECT PHOTO UPLOAD
WHAT IS IT?
Teens and twentysomethings finding their identities
WHERE IS IT HAPPENING? Mainly UK, USA, Australia
GEN
Y
70%
18 months
CONTENTS
STATE FARM BANKING
‘WE FEEL FINE’
Ruby Pseudo, Gen Y trends consultant and Canvas8 Thought Leader
WHERE IS THE TREND IN ITS LIFECYCLE?
HOW HAS IT BEEN DEVELOPING? Although belonging is still important, it’s the championing of individuality by teens that is key. We’re seeing them break from a pack mentality and embrace new groups, ideas, and identities to build a fluid, multifaceted ‘Brand Me’. The sense of entitlement is strong; risk taking is encouraged, not feared and so job-hopping is becoming more common – meaning Gen-Yers are always on the ball and open to new opportunities. This generation’s savviness elicits a strong desire for control over their ‘assets’ – hyperawareness of privacy and copyright are now common.
of American high-schoolers
job-hop every
BBM
‘BLANK SLATE’ CLOTHING - UNIQLO AND AMERICAN APPAREL
When asked to select words to describe how they feel about the future, 81% of Gen Ys selected
65% chose
hopeful
optimistic
Phase
WHO IS IT IMPACTING?
ORANGE ROCKCORPS
Youth apathy breeds from irrelevance, nothing else.
Niche is normal and diversity is cool. People no longer identify with a single tribe or subculture, but rather pride themselves on moving fluidly between various disparate groups, cementing their membership to each by demonstrating understanding and appreciation of a common subject. Groups are no longer defined through beliefs, values or a desire for rebellion (Gen Y have little to fight against) but through appearance, form and genuine knowledge (eg musical genre).
STRONG GROWTH
Time
RELATED TRENDS
East/West
Brand Me
True Stories
plan to start up their own companies
35
On Canvas8 Neo-tribalism
LEADERS 30/06/2010
REPORT 11/06/2010
Aesthetics not politics: contemporary teenage tribes
How Jaegermeister got in with Spain’s hipsters
Are the parameters and polemics at play in constructing a youth subculture the same as they were 60 years ago? Ruby Pseudo investigates, touching on drugs, dubstep and disenchantment among UK youth.
The recent success of Jaegermeister in Spain is a beautiful story. It’s a tale of sex, alcohol and rock and roll – or, if you prefer, a for once decent use of brand ambassadors to win over a hostile market.
REPORT 01/06/2010
FOCUS 24/08/2010
We’re the same, me and you: the next phase of brand collaboration
Gravity
Discerning consumers are increasingly looking for brands to demonstrate a more faceted, anthropological understanding of who they are. Here we explore brands whose collaborative approach appeals to our senses without needing an explanation.
Gravity is a social network which entered public beta in March 2010. Its goal is to deliver a “truly personalised experience on the web” by bringing like-minded people together around conversation topics.
REPORT 24/06/2010
FOCUS 03/06/2010
‘Don’t stop believing’: Glee, Gleeks and nerdy cool
BBC Switch and youth content
Dr Nic Crowe documents the changing nature of ‘cool’, from the rise of train track braces in Thailand to Cosplay in France and the hit musical TV show which has the young - and not-soyoung - in its geeky thrall.
David Smith works for BBC Switch, producing The 5:19 Show. We interviewed him about the type of content he helps create, curate and commission for an audience of 12-to-17-year-olds.
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Collaborative Living and Working
WHAT ARE THE SIGNS? CARTICIPATE RIDE-SHARING APP GLONET CONFERENCE AT FUTUREEVERYTHING MEGAHOUSE THIRD DOOR STARBUCKS IDEA GENERATION
WHAT IS IT?
WHO IS IT IMPACTING? Busy, urban-dwelling technology lovers
HOW HAS IT BEEN DEVELOPING? Public spaces - particularly in cities - have been evolving to respond to people’s desire to interact and work together, often with strangers. The number of communal residences has increased, and the gated community model has spread outside of the US to Turkey and Eastern Europe. There’s been a renewed emphasis on public working and community spaces - particularly libraries, which have seen a spate of high-end renovation globally - and growing numbers of individuals now host private dining clubs. Parallel industries are increasingly working in tandem. Online behaviour is also encouraging the focus on community; crowdsourcing shows no sign of slowing, and recent months have seen an increase in crowdfunding sites, particularly for social projects. Video conferencing and calling tools are increasingly sophisticated and allow for globally connected remote working.
WHERE IS IT HAPPENING? Globally
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TABLOID TOKYO
A role model of how communities work most efficiently lies in the South of Europe. Where the city doesn’t act, local communities react. By living, working and interacting within communities, people help each other and thereby enhance the sociological urban development.
DESIGNLIBRARY ISTANBUL HUB WORKING BEST BUY BLUE LABEL LOCAL MOTORS
Daniela Krautsack, Founder of Cows in Jackets and city branding expert
The global urban population is projected to hit
for the first time in 2009
69%
just over 50%
the number of people globally living in
CROWDSPRING
RISE OF OPEN SOURCE
WHERE IS THE TREND IN ITS LIFECYCLE?
Phase
Closely linked to the hyperlocal trend, we are seeing bustling fragmented cities spilling out into niche community groups, working closer together and sharing space. It’s fuelled by the Gen Y work ethic (awareness of Brand Me, job-hopping), and collaborative working online (crowdsourcing).
STRONG GROWTH
Time
urban environments surpassed
the rural population. 2010
64%
2050
RELATED TRENDS
of US cohousers
share 2-5 meals a week
26% share 1 a week
8%
2%
share1-3 share a month all meals
Hyperlocalisation
East/West
Mobile Living
Rising Social Conscience
Social Participation
Blended Reality
37
On Canvas8 Collaborative Living and Working
LEADERS 18/12/2009
FOCUS 07/09/2010
Futureproofing the shopping mall: urban convergence and the wow factor
HafenCity
So what should landlords, retailers and brands do in the long term to ensure shopping centres are must-visit destinations? First and foremost, the emphasis needs to be shifted firmly away from just retailing product.
HafenCity is Hamburg’s newest district. Its planners, who aim to finish it by 2025, are employing environmental psychology to avoid the common pitfalls associated with modern living environments.
REPORT 24/05/2010
FOCUS 25/05/2010
Courting chance: the importance of serendipity in a networked world
Megahouse and collective living
As we move into an age of blended reality characterised by tighter networks and filters, the need to elicit chance encounters has become more important than ever. It’s time to reassess what serendipity really means and why it’s relevant now.
Megahouse is a city living concept by a group of Japanese architects and designers that repurposes empty urban space for rental and reuse by the entire population.
FOCUS 06/03/2009
FOCUS 20/05/2010
The spread of gated communities
Swatch Art Peace Hotel
The luxury interiors, swimming pools and markets of gated communities in new EU member states are evidence of an affluent middle class, whose lifestyle ambitions rival those in the West. Jean-Robert Saintil spots a market opportunity.
The Swatch Art Peace Hotel in Shanghai is a unique concept, combining a retail environment and a hotel exclusively for guest artists from around the world. The commercial area opens in May 2010, the hotel in August.
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Slow
WHAT ARE THE SIGNS? CALM DRINKS NPD ‘I DO NOT WORK’ TRAVEL ‘PROSUMERS’ DAWDLR A FEAST OF CONVERSATION
WHAT IS IT? A response to information overload. Slow serves people’s desire to invest time in the things that matter to them, and has created a polarisation in behaviour as people divide their time between functionality and richness of experience.
We are no longer nourished but consumed by what we’ve created... I see people in retreat as much as they are in advance now they have all this information.
developed
and
HOW HAS IT BEEN DEVELOPING? The Slow macrotrend has trickled into almost every aspect of popular culture: architecture, food, design, travel, news and, most recently, social networking, as people seek to counteract faceless online exchanges with meaningful experiences. Closely linked to Mass Customisation, brands are identifying early on whether customers are savourers or snackers.
1
every single day
70%
PLATEAU
Time
WEB 2.0 SUICIDE MACHINE
RELATED TRENDS total people unfriended
1,176,563
289,137
of people find the amount of information available “overwhelming” April 2010 August 2010
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HOTMAIL’S ‘THE NEW BUSY’ CLOUD APPRECIATION SOCIETY
WHERE IS THE TREND IN ITS LIFECYCLE?
WHERE IS IT HAPPENING?
Everywhere in the connected world
34 gigabytes of data
ARNADOTTIR CLOCK THE INTERNET OF THINGS
Phase
Everyone in developed nations where pressure to ‘know more’ is high
American consumes
WEB 2.0 SUICIDE MACHINE
Sherry Turkle, Abby Rockefeller Mauzé Professor of the Social Studies at MIT
WHO IS IT IMPACTING?
The average
‘NOT A QUICK BEER’ SAN MIGUEL
Simple Interfaces
Hyperlocalisation
Hyperawareness of Health
Informed Consumerism
True Stories
Social Participation
Rising Social Conscience
Mass Customisation
39
On Canvas8 Slow
LEADERS 16/12/2009
FOCUS 01/07/2010
The kids are OK: uncovering the new breed of Gen Y
A Feast of Comversation
Amidst the misguided stereotype of a flippant, media-frenzied youth, Barrie Barton introduces the radically different Gen Y subset emerging in Australia who can be identified by five key behavioural patterns.
A Feast of Conversation is a lunch event with a twist: attendees will be presented with a menu of conversation, intended to guide their discussion with the stranger sat next to them.
REPORT 18/12/2009
FOCUS 17/08/2010
Slowing down: the impermanence backlash
I Do Not Work
We’ve covered the rise of impermanence as a rising cultural trend. Now we look at its antithesis: the slow movement, which has permeated the real world and is moving online, characterised by skill, consideration and a distinctly human filter.
Work defines life in the 21st century – that is, for those who can get it. I Do Not Work identifies a new subculture: those who don’t fancy working, telling the stories of eight Italians who gave up work for happiness.
REPORT 23/11/2009
QUICKFACTS 15/04/2010
Vinyl revival
New modes of travel
Vinyl sales in the UK and US have seen a slight rise in the last four years, small but significant. This revival of a format many dismissed as extinct highlights a consumer desire for something tangible in a throwaway digital world.
A study by Euro RSCG Worldwide has revealed that a new segment of consumers - the Prosumers - are adopting a different attitude to travel.
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East/West
WHAT ARE THE SIGNS? HUMAN FLESH SEARCH ENGINES COMMUNITY LIVING BARBIE STORE SHANGHAI SOLO YOUTH IN KOREA
WHAT IS IT?
THE RISE OF COSPLAY IN THE WEST
The Easternisation of Western culture, and vice versa, caused by shifting community dynamics on and offline. The traditionally Eastern focus on community and Western focus on individual are merging, driven largely by social networking and online behaviour.
WHO IS IT IMPACTING? Web users participating in online social activity
K-POP IN THE US BRITNEY’S MANGA POP COVER
WHERE IS THE TREND IN ITS LIFECYCLE?
376
EARLY GROWTH
Time
RELATED TRENDS
The UK holds the GUINNESS WORLD RECORD for the biggest number of video game character cosplayers in one place
Phase
China, home to the ‘human flesh search engine’, also spent $5bn on virtual goods in 2009 (customising avatars and tweaking Brand Me). In the West, online group interactions, such as crowdsourcing, and a renewed emphasis on local and community projects, have seen awareness of the collective trickle into mainstream consciousness. On a micro scale, the ‘Otaku’ mindset continues to grow as cosplay and anime culture gain more of a mainstream foothold outside of Asia: the BBC’s documentary on Manx schoolgirl Beckii Cruel aired in the UK in August 2010.
Asia, North America, Europe
BECKII CRUEL
Dr. Alex Gordon, Semiotician, Founder of Sign Salad and Canvas8 Thought Leader
HOW HAS IT BEEN DEVELOPING?
WHERE IS IT HAPPENING?
ANDROGYNOUS AESTHETICS
There is every indication that the divisions between the two worlds are eroding and that there is a borrowing of the benefits and dangers of both, which is increasingly a part of the younger generation’s identity. It’s still embryonic, managed largely by the connection to online and offline communities, or through international networking sites.
Beckii Cruel’s CHANNEL
Brand Me
has had
Neo-tribalism
Collaborative Living and Working
14,345,273
views to date
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41
On Canvas8 East/West
LEADERS 21/04/2010
FOCUS 27/05/2010
Chinese luxury and the Confucian conflict
1st Penguin
China has the second largest luxury market in the world, and the youngest. Tom Doctoroff puts the stats into context, touching on the complex issues affecting luxury consumer identity and the importance of brand localisation.
1st Penguin is a popular cafe near Korea University that doubles up as a library for busy students and reflects the fierce academic competition inherent in the country’s culture
REPORT 26/02/2010
FOCUS 25/05/2010
Monsters and Totems: rallying the global community
Megahouse and collective living
Dr Nic Crowe takes a look at the issues in transferring a product from East to West, identifying the different cultural and behavioural patterns at play and the role of totems of community.
Megahouse is a city living concept by a group of Japanese architects and designers that repurposes empty urban space for rental and reuse by the entire population.
REPORT 05/07/2010
FOCUS 27/01/2010
Burying taboo: shifting attitudes to death
Ryokan
New technology allows people to ‘live on’ digitally and pop cultural icons are re-appropriating death in an increasingly candid manner. Jenny Winfield identifies a more relaxed Western approach to a traditionally awkward subject.
Traditional Japanese Ryokan hotels have been around for hundreds of years – but their enduring popularity with tourists makes a statement about Western definitions of luxury.
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Blended Reality
WHAT ARE THE SIGNS? LEVEL 26
LAST CALL
‘WE FEEL FINE’ RFID TAGS
Online and offline worlds are no longer separate entities. People have multiple experiences in reality and virtuality, switching between the two seamlessly, and choose to do so because it enhances their overall experience.
WHO IS IT IMPACTING?
Media experiences increase in complexity in response to this sophisticated new mode of interaction. Time-shifting technology has enabled people to consume media on demand, revisiting content to follow alternate plotlines and find hidden rabbit holes they may have missed on first viewing. This, in tandem with a desire amongst people to go deeper, to feel empowered and experience more, has led to an evolution in interactivity. Location-aware services on smartphones add further layers of texture, making the switch between physical and virtual completely seamless.
spent using
3 H Internet
TV
in the home
9.8%
grew in Q1 2010
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to 3 hours and 41 minutes per month
INTERNET OF THINGS GEOTAGGING WALKING THE EDIT PICTURE THE IMPOSSIBLE
Alan Moore, Co-founder of SMLXL and Canvas8 Thought Leader
WHERE IS THE TREND IN ITS LIFECYCLE?
HOW HAS IT BEEN DEVELOPING?
simultaneously
INLINE RETAIL
GOOGLE FAVORITE PLACES
Personally I hate the word digital, it says to me ‘machines that are not part of our DNA’. As a consequence many think ‘digital’ strips us of our very souls, or that digital is not of us, and that digital does not live in our analog world. Therefore digital becomes but another straight-line component, another silo in the silos of corporate culture and consumer life.
Anyone with an internet connection
The average time
POKEN
K-MART E-REVIEWS IN-STORE
0
WHERE IS IT HAPPENING?
Phase
WHAT IS IT?
LAYAR
TRACKDROPPING
PLATEAU
Throughout the developed world, where the web is considered a basic human right
The number of people who are TIME-SHIFTING
to 94 million
Time
RELATED TRENDS
has grown
18%
Mobile Living
2009
Informed Consumerism
Simple Interfaces
Collaborative Living and Working
Privacy and Control
2010
with the average user now time-shifting
9 hours and 36 minutes per month.
Codes of Conduct
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On Canvas8 Blended Reality
LEADERS 01/12/2009
FOCUS 01/09/2010
It’s not about online and offline: it’s about blended reality
Walking the Edit
We no longer live in a world of distinct on- and offline activities. Rather than create a strategy of siloed campaign elements, brands should look at a bigger picture in which virtual and real coexist in one symbiotic ecosystem.
Walking the Edit is an ambitious interactive project bridging the gap between on and offline media. Using a sophisticated editing algorithm and GPS-enabled iPhone app, users can generate unique, personalised film sequences on-the-fly.
LEADERS 14/07/2010
FOCUS 09/09/2010
Bricks and Clicks: delving into inline retail strategy
Meet Eater
There’s a false dichotomy between e-tail and retail. Building on Mandy Saven’s recent report, Michael Solomon takes a closer look at the mechanics of shopper interaction and technology’s potential in the purchase process.
Meet Eater demonstrates how online interaction can affect offline change, by creating a social networking plant that thrives on the love and attention of its friends.
LEADERS 18/05/2010
FOCUS 03/03/2010
Harnessing social media influence offline
Football3s
In the first of a two part series on inline retailing, Mandy Saven explores how online strategies and social media are manifesting in physical stores, as brands work with their online critics rather than against them.
Football3s is a real-time social fantasy football game, designed to be played online whilst watching a corresponding live football broadcast on TV.
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Scrapbook For all the other interesting bits which aren’t quite TABS yet. Digital Gender Divide Women are ‘compulsive sharers’ and have deep relationships with the web as the facilitator of connections. Men are carrying their ‘every man for himself’ attitudes into the online space, adeptly moving between large numbers of sites, filtering for that which will improve their social standing. Many of the most successful viral pieces of branded content online are humorous videos created for men - even though women enjoy funny content and are more inclined to share. Targeting women online can be complex, requiring longterm reciprocal relationship building, but represents a significant branding opportunity. Enterprise Everywhere One of the positive spin-offs from the recession has been the improved sense of resourcefulness demonstrated by people the world over. We have seen a trend for philanthropic donations of time and skills from those in creative industries, with a focus on generation of ideas that require less and stretch further. At the same time the emergence of a more discerning, questioning mindframe in business actions and a renewed focus on the basics of health, happiness and community. The creative community are championing developing nations, for their knack of producing killer solutions, and the enterprising Gen Y spirit (specifically Neo-tribes). Hard Candy Not tomboys, not girly girls... but somewhere in between. In spite of fierce debate, certain products – namely tech, sports and beer – are still marketed to a male demographic, or else ‘repositioned’ for a female audience. Marketers are starting to realise they need to approach women with a more faceted, subtle approach to messaging, rather than just daubing everything with
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pink or ignoring them altogether. See Dea Latis, Barbie Computer Engineer, Lady Geek TV, Ada Lovelace Day, Alyssa Milano’s Touch clothing line and dubstep artists such as Cooly G and Ikonika. Public and Private Public and private spaces are blurring. Truly private space is getting smaller (see capsule hotels), people are increasingly sharing living space. Public space, including branded space is increasingly made to look private – cat cafes in Japan, ‘Do it at home’ Tokyo Metro campaign and homely retail environments such as Anthropologie, WeSC and J.Crew. Doing so provides shoppers with permission to spend by establishing an emotional link at point of purchase. Redefining Luxury Where high-end meets the Attention Economy. The definition of luxury is shifting from goods to services: luxury is no longer about ‘expensive’ because the concept of the components of value have changed, and people’s time is their most valuable asset. As a result, luxury will first and foremost involve an indulgence of time beyond the norm, and growing numbers of luxury brands are launching spas, hotels and restaurants with impeccably-curated experiences to satisfy a new generation of luxury consumers. We Are All Media Everyone’s an influencer, with lots of social network friends. People (as part of the Brand Me trend) are getting savvy about how to put this influence to use for profit or social good - examples range from Dancin’ Brandin’, Roomservice magazine, the ‘Bored At Work’ media channel to Facebook’s ‘Like’ button.
45
Explore Stats M. Schreier, ‘The Value Increment of Mass Customized Products: An Empirical Assessment’, Journal of Consumer Behavior, 2006 Mass-customisation.blogs.com Independent.co.uk
Reading Why mass customisation isn’t mainstream Letting Consumers Design Their Own Experiences: Case for the Mass Customization Model 24 co-creation companies invade Facebook ’Custom’ is customary
Stats Businessweek.com
Reading Hulu rumoured to go public, valued at 2 million Flip Camera Still Thriving Despite Apple Assault The Good Enough Revolution: When Cheap and Simple is Just Fine Donald Norman, ‘Living with complexity: why complexity is necessary’ (Chapter 1)
Stats edition.cnn.com virtualgoodsnews.com royal.pingdom.com news.bbc.co.uk Facebook statistics
Reading Pew Research: Reputation Management and Social Media California looks to outlaw online impersonation The Razorfish Digital Brand Experience Report 2009 The 30 standard Facebook Profile Photo styles Brand or Die. The downfall of the institution and the rise of the personal brand
Stats biss.bissdigital.com rasmussenreports.com thebookseller.com retrevo.com
Reading Consumers love underdogs The Feelgood Factor: The Kindness Offensive
Mass Customisation
Simple Interfaces
Brand Me
Codes of Conduct
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Explore Stats utalkmarketing.com retailerdaily.com marketingwithnewtechnology.wordpress.com
Reading What does it mean to you, when Google says ‘Mobile First’? Living and Learning with New Media: Summary of Findings from the Digital Youth Project
Stats npicenter.com guardian.co.uk
Reading Exploring expectations beyond natural and organic The rising demand for ‘natural’ soft drinks Mintel Predicts 2010 Global Beauty Trends Marketers such as Starbucks discover that simple sells Boomers vs millenials and the drugs that define us
Stats blogs.accaglobal.com hopenhagen.org wpp.com
Reading Is the Blue planet truly going green? 2010 Green brands survey – What do Green consumers want? The Eden Project The Ethical Consumer
Stats mobihealthnews.com networkworld.com
Reading IFTF Health and Health Care 2020 Signals & Forecasts Map Acceptability of a Personally Controlled Health Record in a Community-Based Setting Brain Health complex metaphorically built as left-brain and right-brain PSFK presents the ‘Future of Health’ Socialising Truman
Informed Consumerism
Natural Mindset
Sustainable Capitalism
Hyperawareness of Health
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Explore Stats premisemarketing.com geocaching.com en.cx london-marathon.co.uk
Reading ctrlaltshift.co.uk conspiracyforgood.com streetspark.com
Stats blog.nielsen.com
Reading Is Google Making Us Stupid? Kevin Kelly on the next 5,000 days of the web Understanding the Youth Attention Economy’
Stats carbontrust.co.uk coneinc.com Facebook Pepsi Refresh page
Reading Pepsi Refresh Project Launches $1.3 Million “Do Good for the Gulf” Initiative Reputation RX Corporate Responsibility Report www.climateculture.com Ethical Marketing and the New Consumer
Stats engadget.com communities-dominate.blogs.com
Reading What does it mean to you, when Google says ‘Mobile First’? Text messaging has twice the users of email, twice the size of television’ 2009 AdMob metrics report Yahoo! banks on mobile devices for future growth
Social Participation
Attention Economy
Rising Social Conscience
Mobile Living
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Explore Stats techcrunch.com mediapost.com
Reading Buddy Media Corporate Brand Manager Poll The rise of Hyperlocalism Creative communities. People inventing sustainable ways of living In DeHood, a social network for the neighborhood Reports of Designing the Hybrid City
Stats aranetonline.com efinancialnews.com brandweek.com
Reading Consumers’ willingness to knowingly purchase counterfeit products Why Do Brand Stories Work? The Societal, Cultural and Physical Reasons why Survey Says Americans Respond to Online Advertising that Tells a Story Story is more powerful than the brand, best story wins
Stats webpronews.com itpro.co.uk pewinternet.org readwriteweb.com
Reading Facebook Privacy Settings: Who Cares? Webroot survey 2010 Study Reveals 75 Percent of Individuals Use Same Password for Social Networking and Email Russian Hackers threaten the world
Stats businessweek.com online.wsj.com marketingcharts.com
Reading Pew Internet: Reputation Management and Social Media Cone Inc. and AMP Insights, 2010 rubypseudochatchat.blogspot.com
Hyperlocalisation
True Stories
Privacy and Control
Neo-tribalism
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Explore Stats esa.un.org cohousing.org
Reading A modern answer to the Commune Diggers and Dreamer’s guide to communal living in Britain 7 ways to have more by owning less Reports of Designing the Hybrid City
Stats hmi.ucsd.edu suicidemachine.org
Reading The Attention Economy: An Overview Investors Business Daily. ‘So, that explains the headache’ slowdesign.org The Anti–Red Bull: A Drink to Calm You Down Sherry Turkle on the BBC (Digital Revolution Rushes Sequence)
Stats community.guinnessworldrecords.com youtube.com
Reading In a virtual world, China’s consumers beat the US ‘Britney Spears appears on Pop Magazine cover with manga styling’ Beckii Cruel: Isle of Man schoolgirl is anime star China’s Cyberposse
Stats blog.nielsen.com
Reading ‘Solar Powered Augmented Contact Lenses Cover Your Eye with 100s of LEDs’ Nielsen 3 screen report Q1 2010
Collaborative Living and Working
Slow
East/West
Blended Reality
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About Canvas8
WHAT WE DO We provide a range of services from a subscription to our desktop resource to detailed trend briefings, reports, presentations and workshops.
Canvas8 works with brands and agencies to help them better understand their audience’s mindset, identify evolving cultural trends and combine people insights with commercial application. We mine a rich seam of intelligence from our network of industry insiders and globally recognised Thought Leaders, supplemented by our team of rockstar academics.
If you would like to find out more about any of Canvas8’s TABS, whether in the form of an inspiring presentation or bespoke report, or find out what else we can do, please contact our Head of Sales and Marketing Oliver Chubb (Olly@canvas8.com).
Our research is used to inform strategy, inspire product development, develop CSR, and underpin marketing and communications. In the case of the latter it helps ensure consistency of message and ensures common understanding between client and agency. We’ve been fortunate enough to work with the likes of Nokia, Coca-Cola, The Post Office, Ford and Channel 4 as well as numerous leading agencies including AMV, Engine, Mother, Naked Connumications and Universal McCann.
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www.canvas8.com