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Trends + Anthropology + Brands + Strategy

September 2010

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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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36

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

CONTENTS

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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CONTENTS

38

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

CONTENTS

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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CONTENTS

40

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

CONTENTS

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

CONTENTS

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

43

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

CONTENTS

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

CONTENTS

46

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

CONTENTS

47

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

CONTENTS

48

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

CONTENTS

49

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

CONTENTS

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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


Canvas8's keeping TABS (September 2010)