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MISSION STATEMENT: NEST aims to cultivate and grow ideas based on well informed facts and figures to anticipate future trends and interpret consumer values. This will provide companies with the tools they need to grow and expand their businesses. Using reliable and genuine sources, we gathered research and collaborated on ideas. As a consultancty we worked together to use all of this information to gain a formal understanding of the future trends in 2015. We also researched into current popular culture and how this will develop and evolve during the next 3 years. XXXXXXXXXXXXXXXXXXXXXXXXXXX
TREND ONE :
Brandalise
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Brandalism is a neat hybrid of branding, street art and graffiti. It is a term coined recently by a group of artists across 8 different countries who came together for the biggest subvertising campaign in the UK. Together they challenged conventional advertising and began to change its vision. The beauty of discreet advertising is that we can be looking at something we find visually pleasing without the pressures of consumerism and that we are obviously being told to buy a certain product. On Great Eastern Road in Shoreditch there are 4 spaces, which can be utilized by street artists to promote their art. The street artist Olek used this space in a slightly different manner and created 4 large crotchet squares which feature a quote from a famous speech by Martin Luther King. Tehse pices are running in conjunction with an event “Street Artists Against Slavery”. Brandalism highlights that we don’t pay enough attention to adverts and it caters for that. We all look straight through campaigns and billboards without really acknowledging their presence, because we know they are selling a product. Brandalism captures our attention with something we find genuinely interesting. The hybrid of street art and advertising is the subtle, discreet and creative future of advertising and we can see many companies using this strategy to their advantage.
TREND TWO :
Generation F
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Do you have an online personality and is it true to you? Do you remember the last time you didn’t update onto a social networking site? As of 2012 Facebook hit 1 billion active users with Twitter slowly behind with over 500 million users, making these the biggest forms of social networking and the most influential today. During the 2008 US election Facebook was used to raise awareness of voting by showing a pro voting message at the top of there Facebook page, it included a ‘I voted button’ and the profile pictures of friends that had already clicked it, this persuaded an extra 2.2% of people to vote. Recently, Kellogg’s opened a pop up store in Carnaby Street called the Tweet Shop. Where tweeting was used as form of currency to purchase Kellogg’s products as a reward for promote their brand. Quantas is another example of a brand using social networking to promote them selves. They do this by checking customers Klout Scores and if the score is high this will determine whether a customer could be entitled to an upgrade. With everyone being so aware of their online personality and now companies introducing schemes for consumers to benefit from this NEST forecasting predict more brands getting involved with consumers having to rely on the popularity of their online personal..
TREND THREE :
Third Power
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Did you know that there are 700,000,000 cellular connections in Africa? By 2015, the World Bank expects mobile subscriptions to take over the world’s population. Mobile technology is changing lives in Africa, by enabling mobile banking and easier communication. For new Chinese consumers, everything is changing. Hilton Hotels, Harrods and Printemps are just some of many companies that have started giving special treatment to these consumers as a means of making them feel welcome. We believe that this special treatment will continue and grow for the Chinese, but also spread to consumers from Brazil, Russia and India. Azerbaijani capital Baku has recently completely transformed. After investing in their oil supply, they became an extremely wealthy country, and have been able to build new skyscrapers and streets. One street, made out of marble, has Chanel and Dior boutiques, which make a façade for the city. However, the average Baku resident cannot afford to shop here and the stores are rarely shopped in. We believe that cities in growing economies will follow in Baku’s footsteps. During the Arab Spring, mobile technology was increasingly important to convey messages from the east to the rest of the world, cutting out the middle man. Out of the governments control, the mobile market in these countries has grown exponentially.
TREND FOUR :
Digitalism
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The ideas and concepts surrounding technology is ever changing and evolving. Incorporating technology in fashion and thus into our daily lives has finally become a distinct future reality. With future technological prospects on the brink of production, our lives are never set to stay the same for too long. At this seasons fashion weeks we saw the use of google glasses at Diane Von Furstenbergs show. Diane and Sergey Brin wore the glasses throughout the show, documenting fashion week from a new perspective. These glasses carry many features, and will be used by the wearer for many different functions, quite like a smartphone you don’t have to hold. The technology adds a digital layer to what the wearer sees by enabling the internet, an Android operating system, motion sensors, GPS and a camera. You can use these glasses to tweet, use facebook and send emails and texts. We hope to see these glasses used at many more global events and used through out the Rio Olympics. We also looked at the use of contactless payment via using your mobile phone. MasterCard has already started using one of the first near field communication systems for mobiles. To be able to use this technology your phone must first be approved by Master Card for PayPass use and then microchipped. After that, all you have to do is wave your phone within 1.5mm of the PayPass reader. We can see this trend growing globally and being perfected over time.
To conclude Nest Trend Forecasting hopes our predictions will enable you as a brand to successfully cultivate and grow in to a globally recognized organisation that is fit for the future.