Mind Map

Mind Map

Trend Analysis Professor Wendy K. Bendoni

By Monika Khachatryan

Market Segment The market segment of my audience encompasses the adult population of our country, 18 and older. I understand that in other circumstances the niche for the target audience should have been narrower, however the pandemic effected all niches of our society. Thus, the trends I am covering in my presentation will engage the majority of the adult population, because it signals the significant changes in social behavior caused by the pandemic. The promotion and cultivation of the new trends that induce sustainability, underconsumption, shared economy, microlearning, and new technological enhancements can be easily shared via the Internet. There are over two billion social media and three billion Internet users who can popularize the new norms via the Internet (Bendoni, 2017).

My target audience has experienced the emotional breakdown caused by COVID-19. The “lockdown fatigue’ became a new psychological problem caused by the pandemic (Leodoro J. Labrague, Cherry Ann Ballad, 2020). This mental state has also affected college students, who feel estranged. For adults, this was a good time to reevaluate and prioritize their choices and preferences.

Currently, people are in standby mode, waiting to push the “play” button, and to go back to their hectic lifestyle. The most frequently asked question on different social media channels and the news outlets is when we are going back to normal. People are seeking to go back to normal, but most of us do not realize that some things will not be back to the old normal because there is going to be a new normal (Lichfield, 2020). The aim of my presentation is to show that we do not go back; instead, we are moving forward and creating a new normal, which will improve our lives.

Introduction When I began brainstorming ideas for my concept board, the first thing that came to my mind is the question I’ve heard most frequently during the last year. I am sure there is not a single person on Earth, who did not hear this almost rhetorical question: “When are we going back to normal?” It is a rhetorical question because, in reality, there is no distinct answer to this question.

Even Dr. Anthony Fauci, who has been asked this question the most, does not have a specific answer. What he says, though, is there is no switch that would take us back to the normal.

I started analyzing this question and realized that there are two variables in this equation. The first variable is weather we will ever go back. I assume that humanity is always moving forward in evolution, and it does not go back. The second variable is what reality is considered “normal”. What puzzled me in finding an answer to this question was the satellite images of Wuhan made one month prior to the pandemic, and one month later. It is an astounding to see how overconsumption cause a dramatic increase in manufacturing, which respectively created the global pollution depicted so clearly in the satellite images one month prior to the pandemic.

After seeing this image that demonstrates how much we abuse the planet we all live in, I could not help but notice that the “old norms” are no longer suitable, because they can lead to a catastrophic event, which will be incomparable with the COVID-19. Thus, I think that this was in a way a wake-up call for humanity to shift some of their habits, such as overconsumption, recycling, using sustainable materials, and giving back to nature.

To come with an idea of what the future trends will be, what will people value, and what kinds of shifts will take place in the society on the global level, I looked back to predict the future.

I think there are going to be new norms, such as new ways of advertising. For example, the pre-COVID spirit of businesses and that of consumers was: “Buy one, get one free”. The post-COVID spirit is: “Don’t Buy This Jacket” (Patagonia). This kind of approach will educate people to reduce their consumption habits, and to understand that fashion is not a marathon, and there are no winners. It is a promenade that should be taken slowly and be enjoyed each step of the way.

Being a student myself, I realize that even when the pandemic is over, we will not completely go back to the traditional mode of learning.

Some people found distant learning very convenient. It is economically more beneficial because we can save our precious resources such as time and money. The role of universities and colleges will shift because microlearning will be a preferred method of education.

The lockdown and self-isolation cultivated an extremely individualistic mentality. This will also stimulate a shift in the sports industry because people would play more solo sports, rather than team sports.

The new culture of Zoom meetings will bring a new shift in fashion, where we would be concentrating more on tops. Also, there will be virtual wardrobe for “Zoomers”, which they will easily change between the meetings. So, be ready for new catalogs with “Zoomwear”.

We are stepping into a new era where Artificial Intelligence will challenge Natural Intelligence. We might end up with more virtual assistants, such as Alexa, than real people. I forecast that there is going to be a new assistant, named, let’s say Alexander, that will do the Husband for an Hour’s job, such as scanning the pumps, and in real-time reporting the problem to the station. Also, Alexander can move heavy items around the house. For example, Alexander can be similar to the self-vacuum, and if you place on an item on it, it could easily move it around the house. I think Alexander can become as irreplaceable as Alexa.

What is ironic, though, is that the name Alexander, in translation from Greek means “protector of man. I just looked back and predicted the future “man”.

By looking back, we understand that humankind has a need for exploration. The new area of exploration is our Galaxy. Elon Musk has already designed a city on Mars. The new interest in exploration could recreate the space race between the USSR and the USA. Now, the rivalry is about colonization of planets in our Solar System. I will not be surprised if humans will be exploring planets in other Galaxies within the next few decades. The spirit of colonization of Mars will be reflected in our clothing. I think that the Athleisure will change to Marsleisure! These clothes will be as comfortable as the Athleisure, but they will be enhanced to the next level of comfort because they will have climate control features (you have to be ready to travel from Mars to Earth and vice versa), and will provide a helmet with a shield to protect from any kind of mutated COVID, or any other type of virus.

The Olympic Games will have a new sport discipline-Gamification!

Although we never go back, we always look back to learn from our past. This allows us to make more informed choices as we move into the future and avoid making the same mistakes.

Why Consumers are Ready for this?

Consumers are ready for this trend because the worldwide pandemic has given people a chance to pause, to reevaluate their behavior patterns, and to adjust their habits. The pause caused by COVID-19 gave us a chance to reevaluate our lifestyle and our priorities. I think that we all are in the process of reflection and adjustments. The trend I am presenting is about sustainability and changes in daily behavior patterns. Overconsumption has led to overpollution of our planet. The satellite images of Wuhan before and one month after the lockdown showcase how daily overconsumption harms our planet. Consumers are ready to understand that our planet is their home, and by polluting the planet, they are damaging the air they are breathing, the water they are drinking, the food they are consuming, and the weather they are experiencing. This trend is based on the aftermath of the global pandemic which has illuminated the direct effect that daily overconsumption has on pollution and the overall health of our planet. The outcome of the pandemic will shift people’s behavior patterns, and will lead to a new movement of underconsumption, shared economy, and sustainability.

Distance learning and working from home introduced a new trend of underconsumption. For example, people are not commuting to work or school, instead they visit their workplace or school remotely, from the comfort of their home. This, respectively, leads to underconsumption of resources used for transportation and reduces air pollution. There is a less of a need for owning a car. Also, people will not buy the same volume of clothes because all they need is a suitable top or a virtual wardrobe for Zoom meetings. New culture of distance learning and working from home will result in a decrease in car production, usage of gas, and other natural resources associated with production of clothes. The “Don’t buy this Jacket” ad will serve as a beacon of hope for saving our planet.

Back to the Future

Mind Map Write-Up For my Mind Map I started reflecting about the current situation and analyzed our society to determine what patterns were reflective of our overall trajectory as trends evolve. I understand that the time we are experiencing now is both destructive and constructive.

COVID-19 is an ongoing threat to the physical and mental health of the global population. There is no country in the world that was not affected by the virus. On the other hand, it is constructive because it united people of different cultures, nationalities, religions, and backgrounds, because fear and pain have no language or religious barriers. The fact that we all are experiencing that universal feeling of fear and anxiety simultaneously brings people together to construct a new, more idealistic society through our shared experiences.

Although the idea of a perfect society is a utopia, (which implies an imaginary existence) we must strive to raise the bar of social norms and construct a better society (Brossard, 2019).

I examined a wider spectrum of all social trends, including education, sports, family norms, technological innovations, political ambitions, consumerism, and manufacturing. I came to realize that the pandemic will bring some significant changes in all these aspects. As humans continue adapting to changes, the new norms will soon become ordinary. The sense of newness will trigger the interest and natural curiosity of people, and they will adopt more easily to the new norms. The inevitable part of the new norms would be the wide use of Artificial Intelligence (AI). Based on the current interest and rapid growth there will be a significant rise of AI in future career settings (Singh, 2017).

Human Intelligence (HI) will be competing with Artificial Intelligence (AI). Some futurists predict that by 2026, many companies will have an AI machine as a member of their board of directors (Singh, 2017).

The Most Frequently Asked Question of 2020: Where are we going back to normal???

Are we going back to this normal?

NASA’s Earth Observatory pollution satellites show “significant decreases” in air pollution over China since the coronavirus outbreak began. Courtesy of NASA.

Sustainability Shared Economy Underconsumption Microlearning Working from home Augmented Reality Facing the challenges and advantages of AI Exploring the Solar System

Looking Back to See the Future

Jule Verne

The skies are full in Albert Robida’s “Leaving the Opera in the Year 2000,” published in 1882.

Walter Molino, 1965

Electric Scrubbing

Phonotelephote, Jule Verne

The Rural Postman

When Science Fiction Becomes Science Reality

Leonardo Da Vinci, 1515

Looking Back to See the Future

Helicopter Armored Tank Robotic Knight Machine Gun Parachute Flying Machine

Colonization of Mars

Sky is Not the Limit

Elon Musk: Journey to Mars, 2022

Yuri Gagarin: Journey into outer space, 1961

Alexa got a competition: Virtual Mirrors- Your New Friend

It is an AR-based virtual fitting solution with a real-time try-on solution. Using a smart mirror, customers can try a dress, top, or any other piece of clothing on their virtual models displayed in the mirror.

Augmented Reality

Top Retail Brands that are Using Smart Mirrors There are a several fashion brands that have already started to use smart mirrors to improve their customer experience. These brands include: ●

Topshop

●

Ralph & Lauren

●

H&M

●

Zara

●

Burberry

Consensus found: Genuine Vegan Leather

We won’t settle for less: comforte prevails Inspiration from Gucci PiETRO D`APRANO

Inspiration from Ralph & Russo

Acne Studios

Stella McCartney

Isabel Marant

Gucci

Chloé

Louis Vuitton

Modedamour

Jil Sander

Jil Sander

Le Kasha

Gianni

New Price Tags with Cryptocurrency Denomination East London had a fresh piece of tech presented in one of the shops – BitTag which updates the Bitcoin price of the item real time.

The prototype hardware technology inside includes a Bluetooth low energy (BLE 4.0) chip for communication to and from the app, Microprocessor (similar to Arduino), OLED display, accelerometer, rechargeable LiPo battery and a 3D printed design.

Era of Reevaluation Pre-COVID Spirit

Post-COVID Spirit

Popularization of bicycles

Shared Economy

Microlearning Microlearning enhances learning and performance in the most efficient and effective manner possible through short pieces of content.

Learning through videos self-paced e-learning games blogs job aids podcasts infographics and other visuals

How do I look?

New Vocabulary: transitioned into

How do I Zoom?

New Technological Solutions for Anyone New Virtual Companion for Felines

ESLEEPER, by Samuel Cox

PetNet smart feeder

Smart water fountain

Innovative Finds for Canonines

iFetch ball launcher Dog cooling collar

Furbo interactive dog camera

Mars and Earth

Collision on the Runway

Fendi, Fall/Winter 2021/2022 collection

Dolce & Gabbana Fall/Winter 2021/2022 women's collection

Dolce & Gabbana Fall/Winter 2021/2022 women's collection

Mars on Earth

Color Pantone Yellow is the most luminous of all the colors of the spectrum. It's the color that captures our attention more than any other color. It's the color of happiness, and optimism, of enlightenment and creativity, sunshine and spring.

Color palette of Mars

The top five colors for Spring 2022.

Photo: Courtesy of Color and WGSN

Color and Textile for Men

Ancient styles and digital futures collide in our Awestruck forecast, which contrasts liquid-look finishes, protective technologies and computer-generated patterns with historical influences.

WGSN

Textile for Women

Gender Neutral Lifestyle

Androgynous Fashion

Portrait of an Unknown Man, Charles-Andre van Loo, Musée de l’Histoire de France

Tunic by Public School. Shoes by O'Keeffe

Gucci, Fall 2017

Paloma, Fall 2029

A New Trend is on the Way

Athleisure/Marsleisure

Capezio Dance Moon Bootie slippers

Artificial Intelligence will Challenge Natural Intelligence

New Olympic Sports

Skateboarding

Sport Climbing

Karate

Surfing

Baseball/Softball

H-Pitchhh, Parisian house Hermes's first foray into online gaming

For High Cuisine Connoisseurs and for Fast Food Lovers The help is on the way: Food Printer

The Future is Knocking on Your Door

Don’t look for you package on your doorstep; check out the roof You’ve Got Pizza!

There is no limit to perfection; Now, even a faster service with FedEx

Tired of being stock in a traffic?

Want to get to your destination in 5,4, 3, even in 2 minutes?

Sky has no limits!

Get the Electric Aero Taxi and get to your farthest destination in the shortest time.

Save the time to enjoy it with your loved ones!

Concept Board Write-Up My concept board demonstrates the ideas I created on my Mind Map. It shows the trajectory of my train of thoughts, and what assumptions I made based on my observations. It showcases my trend forecasting that encompasses many aspects of our lives including political, social, economic, and historical spheres.

Every slide supports my idea of adaptation to new norms. Some of these adaptations are based on necessity, and others on curiosity. For example, there is a universal need to decrease pollution, which has made solutions that address habitual overconsumption a necessity. On the other hand, human curiosity is fueling major changes pertaining to colonization of other planets of the Solar System and further technological developments.

The role of AI is hard to underestimate. It will become an internal part of our new norms. In a few months, during the Olympic Games in Tokyo, we will be able to witness (although virtually) some of the latest technological wonders, such as AI assistants, interpreters, hosts, companions, and so forth.

The next big trend, in my opinion, is price tags with cryptocurrency. There are already brands that are using these kinds of price tags that are sensitive to real-time market fluctuations. I think that more and more brands will adopt this new trend. Another technological wonder is the mirror with augmented reality that allows you to try on clothes without actually putting them on. Some stores, such as Burberry, Topshop, and a few others are using this innovative mirror. I think that this would be a big hit for individual consumers who will find a cozy corner to place this wonder-mirror in their home.

Also, I will be talking about the new consensus between the faux and natural leather lovers. There is a new alternative that will satisfy the needs of both groups: it is natural, since it is made from mushrooms, and it is made using zero cruelty.

I will be talking about the new trend in sports. I assume that there will be a new discipline in Olympic Games – Gamification.

At the end of the day, life is a game; play to win (Goldblatt, 1994).

Social

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