TREND REPORT 2012 T RE N D WO LVE S
TRENDS 2012 We describe and visualise nine trends in as many inspiring chapters. We always start off with a brief summary, and then tell the underlying story, illustrating everything with concrete examples and interviews with youths. 14 26 36 46 58 70 80 88 100
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GOD IS A DESIGNER MICRO BUSINESS DO IT TOGETHER INSPIRE THE WORLD DREAMOTION CLOSED NETWORKS SAFETY RULES CIRCLE OF FOOD SELECTIVE LUXURY
COOLHUNTS External trend spotters and cool kids share their insights in a short piece. City hunters introduce and comment on a few cool concepts that have spotted in their city. We also provide a few micro trends in the areas of nightlife, music and fashion. 112 114 116 118 120 122 124
BERLIN BARCELONA HELSINKI ISTANBUL FASHION NIGHTLIFE MUSIC
CONTENT
ZEITGEIST Trendwolves looks ahead, but also keeps abreast of the current state of affairs. To that end, we do research on a continuous basis. Using online surveys, trend labs, in-depth interviews, observations and diaries, we also stay current with the mind of European youth. We have selected insights from studies of the past year and have organised them into conveniently arranged info graphics. 126 138
YOUTH & MEDIA USE YOUTH & INFORMATION SEARCH
ELEMENTS Gathering, do it yourself, skills, connectivity, rebellion, heroes, looks and travel. The eight Trendwolves’ Elements help to paint a nuanced picture of the most recent developments in youth culture. Eight promising European youths share their take on their world and their “element” in a micro interview. 144 146 148 150 152 154 156 158
GATHERING DO IT YOURSELF SKILLS CONNECTIVITY REBELLION HEROES LOOKS TRAVEL
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Master fotobron
1 GOD IS A DESIGNER I A M W H A T I C RE A T E
Creativity is the status symbol of choice. It provides independence, followers, fans as well as respect. Real influencers are distinguished not by their words, but by their creations. They think out of the box and create with vision. They learn and innovate, make and break. Creative entrepreneurs are the new gods.
Cut&Paste festival Master fotobron
Emerging digital designers flex their skills before a live audience. www.cutandpaste.com
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2 MICRO BUSINESS I AM WHAT I SELL
Increasingly, millennials are making money from their passion. After school they build their own little business, develop apps or publish videos. ‘Serious’ jobs, too, are being combined with sideline jobs and freelance projects.
Alicia, 26, Barcelone Owner & Manager at Duduá
www.duduadudua.com
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FOCUS
HONEYLON
NAME:
KIM VAN ECCELPOEL
AGE:
25
LOCATION: EDUCATION:
GROBBENDONK HOTEL SCHOOL, EXTRA TRAINING IN SHOE DESIGN
OCCUPATION:
DESIGNER “HONEYLON”
Honeylon is a shoes and accessories label owned by Kim van Eccelpoel. The collection? A line of handmade Tshirts, bracelets, jewellery, belts and shoes. Most items are made and sold at the workshop and in the “cute little forest house” in Grobbendonk. The shoes are made by a craftsman in Indonesia.
Kim studied at the hotel school and worked for three years at her parents’ grocery store in Herentals. After a busy year-end period, in 2011 she and her sister Ellen went on a holiday to Indonesia. “While travelling, we stayed with local families, and that is how we met Ilham, a young shoemaker, who invited us to his workshop. There, we discovered a small treasure-trove of fabrics, colours, new materials and ideas. They were young men, passionately working together to produce handmade shoes to the rhythm of a solid rock beat. Between one of the sample cards I found a fabric named ‘Honeylon’, and since ‘Lon’ was my pet name back home, I
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knew it had potential. My sister and I extended our stay, and we designed the first collection and started production in no time. We found tonnes of inspiration in the magnificent wildlife, the colours and life in Indonesia. After we got back, we kept in touch with Ilham and not long thereafter he sent us the finished collection.” For now, ‘Honeylon’ is a small-scale project and Kim does not yet have a webshop of her own. She offers her shoes on Facebook and through ‘De Invasie’, a webshop for young designers. She also frequents pop-up markets. People who want to feel the collection can come to the workshop by ap-
pointment. The first line – six models of which 150 pairs were made – sells really well. The handmade accessories are popular too. Yet Kim, who in the meantime has been approached by several shopkeepers, has no desire to increase the scale too much. “I am ambitious, but I also want to make exclusive things. I want people to have the feeling that they are buying something special. That is not possible if you resort to mass production. I want to make things myself. For now, I am just trying things out, and I will play it by ear. ”
MICRO BUSINESS
“
I am ambitious, but I also want to make exclusive things. I want people to have the feeling that they are buying something special. That is not possible if you resort to mass production.
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FOCUS
SELL AN APP
NAME:
MILAN VAN DEN BOVENKAMP
LOCATION:
AMSTERDAM
EDUCATION:
EXPERIMENTATION. “FAIL, FAIL, FAIL BETTER”.
BACHELOR INTERACTIVE MEDIA, COMMUNICATION & MULTIMEDIA DESIGN OCCUPATION:
CO-FOUNDER AND BRAND MANAGER SELLANAPP
Milan van den Bovenkamp is co-founder of SellAnApp, a community-based platform for app enthusiasts. SellAnApp offers crowdsourcing and crowdfunding tools to create and sell an app. With investment from your own network and the experience of the SellAnApp wizards, anyone with a brilliant idea - including those with no capital or no programming skills - can launch their own application. “Friends and family often asked me how they could make their own app. In addition, I could see how companies were on the lookout for good apps,” says Milan Van den Bovenkamp, one of the founders of SellAnApp. “SellAnApp is an answer to that question. It’s an online service that allows just about anyone with an app idea to create efficient and professional apps.” SellAnApp offers a (paid) service. “SellAnApp uses the knowledge and the capital of the crowd. In addition, we also handle the implementation and promotion afterwards,” says Milan. Anyone who wants to promote his or her idea on SellAnApp has to go through four phases. “First comes the design. It starts with a good idea. Anyone who has an idea, can intro-
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duce by uploading a doodle, a story or a concept proposal to upload. In this way, they become the “producer” of the application. Afterwards, app lovers, designers (“wizards”) and other professionals, give further input and feedback, so the producer can fine tune the idea. Once the concept is fully developed, the producer goes looking for believers who are prepared to support him/her financially. Who is asked for help varies from app to app. Sometimes it can be useful to contact large companies, or sometimes you just collect money from friends and family.” Has the finance been found? That’s when SellAnApp springs into action. “We have a strong team of freelancers with the right skills and resources to implement the proposals. We want to
make good apps, so we only work with the best.” Once the app is finalised, the next stage is a promotion campaign. That can also be funded through crowdfunding. Milan - an avid longboarder - has also developed a concept. “Everywhere I go, I am on the lookout for the best places for cruising. No stupid paving stones, but asphalt. My app would indicate where the best streets are. If some other longboarders do likewise, then each city should be able to make that kind of map. It would be very much a niche, the app would have barely a thousand users in each city. That’s not interesting for large app developers. Via SellAnApp it should work.”
www.sellanapp.com
DO IT TOGETHER
“
App by app, we want to make the world an easier, nicer, more efficient, fun, connected, crazier, richer and healthier place.
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Master fotobron
4 INSPIRE THE WORLD
Generation Why questions certainties and uncertainties. They are not just resigned to accepting the existing structures and want change. Millennials are perhaps not the typical May ‘68 protesters, they take initiatives in their own way - small and large scale - to change their future world.
Sharpies Revolt Sharpies revolt rebels against the censorship of the Turkish government. Master fotobron
To express their rebellion they visualize their protest by taken pictures of the forbidden words, such as çiplak which means naked. © Meryem Erkus - sharpiesrevolt.tumblr.com
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SAFETY RULES
MOST DANGEROUS TRAFFIC SITUATIONS ACCORDING TO YOUNGSTERS
DRIVING WHILE TIRED
NOT WEARING A SEAT BELT ON SHORT TRIPS
DRIVING TOO CLOSE TO TRUCKS
ZIG-ZAGGING MOTORCYCLISTS
CHILDREN OUTSIDE SCHOOLS
CYCLISTS IN NARROW STREETS
DRIVING AFTER A COUPLE OF BEERS
DRIVING FASTER THAN THE LIMIT
DRIVING AT RUSH HOUR
ANSWERING A MOBILE PHONE
BUS / TRAM STOPPING FOR PASSENGERS
FOLLOWING THE GPS INSTRUCTIONS
PEDESTRIANS CROSSING
BUCKLING SEATBELT WHILE DRIVING
MOTORISTS USING THEIR HORN
FRIENDS IN YOUR CAR
BEING IN TRAFFIC JAM
LOUD MUSIC
SOURCE: QUALITATIVE RESEARCH CONDUCTED BY TRENDWOLVES COMMISSIONED BY BIVV CONCERNING ROAD SAFETY AMONG YOUNGSTERS.
With cool safety items bikes become cutting edge digital art and style objects. monkeylectric.com
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SAFETY RULES
FINANCE
SECURITY
Where does all the money go? That’s something else we want to track down to the last detail. We want to know where our hard-earned cash goes, and keep track of exactly what we spend our money on. Afas Personal offers all the options for keep detailed records, and comparing yourself anonymously with other people.
We want security about our future, our safety and our friends. And to achieve this, our privacy often has to go out of the window. With applications like Find My Friends / Find My Kids, we track our loved ones 24/7. This gives us security about the people around us. Security systems are now packaged very fashionably, so PFO is your personal bodyguard who informs your closest friends where you are if you are in danger. Via SMS and social networks, the persons of your choice are notified of your position. Security means giving up a part of your privacy.
CONSUMPTION
afaspersonal.nl
LOCATION
pfoinc.com/
pfoinc.com
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9 SELECTIVE LUXURY I D O N ’ T W A N T I T A L L , B U T I W A N T I T N OW
Luxury no longer has the same meaning as for older generations. Young people’s lives no longer follow the pattern of work, save, buy a house, children, retire. They realise that their retirement age will be high, and while they are young they already want to retire from time to time. A sabbatical year, working 4/5ths time so as to enjoy life to the full. Saving until they retire, and then enjoying life to the full makes little sense to them. They want to enjoy it now.
High waisted shorts and vogue highwaistedshortsandvogue.tumblr.com
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COOLHUNTS 110
BERLIN Hunted by
JESSICA BUSH
Hunted by
LUCY ROJAS & ANDRES COLMENARES
Hunted by
MIKKO AMPUJA
Hunted by
GOKCE SU YOGURTCUOGLU
Music by
KASPER-JAN RAEMAN
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TELEVISION / RADIO
20%
5%
9%
5%
HEAVY USERS NON USERS SPAIN
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15%
2%
14%
3%
6%
54%
17%
28%
HEAVY USERS NON USERS
4%
52%
28%
50%
BELGIUM
ZEITGEIST - MEDIA USE
13%
2%
6%
TELEVISION
3%
HEAVY USERS
WHAT?
NON USERS
8%
NORWAY
41%
38%
Films
62%
Series 2
1
The news
3
WHY? 23%
5%
6%
3%
11%
35%
34%
57%
HEAVY USERS
Television is purely entertainment, to learn new things young people go on the internet.
NON USERS UNITED KINGDOM
ONLINE TELEVISION
22%
3%
12%
6%
6%
44%
28%
48%
HEAVY USERS NON USERS NETHERLANDS
When young people watch online television they do not watch random television programmes, they watch specific shows that in which they are interested.
RADIO
25%
6%
12%
8%
HEAVY USERS NON USERS CROATIA
5%
47%
27%
44%
WHY? Young people listen to radio (both offline and online) to relax. They do this while they are surfing, checking their profile, reading, walking to school, ...
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GATHERING
DO IT YOURSELF / TOGETHER
Multimedia designer Edial Dekker lives in Berlin and CEO of Gidsy, an online marketplace for authentic experiences.
Ivana Vuksic is the founder of the Croatian Street Art Museum MUU. She brings art and artists together in the backstreets of Zagreb.
SKILLS
CONNECTIVITY
Turkish actress Ipek Yaylacioglu was the first “profile photo photographer� in Istanbul. Under the pseudonym Wicked Ipek she designs distinctive headgear.
Glenn Wolters is studying Communications & Media Design. He is behind the lifelog application Lifelapse and is currently considering a collective, external memory.
ELEMENTS
REBELLION
HEROES
The counter-trend artist Tinkebell – a.k.a. Katinka Simonse - saves the world, pets and almost over-18s. She turned her cat into a bag and always wears pink.
She is neither a journalist nor a photographer, nor even a groupie but she has a blog full of backstage stories. Elisabeth Ouni makes portraits of R&B and hiphop heroes with her Polaroid camera.
LOOKS
TRAVEL
Irish girl Tara Haughton is the inventor of “Rosso Solini” a kit that can turn average heels into Louboutin look-alikes.
The Spanish artist Juan Rayos photographs, shoots and directs films and makes Moleskine books. He loves longboarding and is always on the road.
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EUROPEAN YOUTH INTELLIGENCE TRENDWOLVES IS A RESEARCH AND MARKETING AGENCY WITH ITS FOCUS ON YOUTH CULTURE.
TREND
ZEITGEIST
RESEARCH
RESEARCH
general trend reports or specific sector reports backed by research and input from a European network of trendsetters and innovators.
creative quantitative and qualitative research by means of online surveys, youthlabs, diaries, in-depth interviews, social network scans, field research.
INSPIRATION We share our insight at lectures and workshops and provide inspiration via scenario thinking and brainstorming.
TREND IMPLEMENTATION We turn trend and research findings into concrete campaigns and bottom-up business strategies.
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ABOUT TRENDWOLVES
EUROPEAN YOUTH TREND REPORT 2012
TREND RESEARCH
ZEITGEIST RESEARCH
INSPIRATION
TREND IMPLEMENTATION
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