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EXECUTIVE SUMMARY
TELEPATHIC TECHNOLOGY
REMIXING TRADITION
PROUDLY IMPERFECT
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MINDFUL LIVING
In our ninth annual forecast of trends for the near future, we see consumers both welcoming and resisting technologys
growing omnipresence in their lives. For many, technology serves as a gateway to opportunity and an enabler of hyperefficient lifestyles, but those who are most immersed are starting to question its effect on their lives and on their privacy. One result is that people are trying to find a balance and seeking to be more mindful and in-the-moment. And in a world thats become all too polished or mass-produced, they are also embracing imperfection. JWTs 10 Trends for 2014 report is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year and specifically for this report. Trends dont happen in isolation. They tend to intersect and work in tandem with each other, as youll see here. And many are extensions or outgrowths of trends we formerly spotted; after all, trends with real significance cant be assigned to just one calendar year. The trends explored here, which we believe have significant weight and momentum, indicate shifts that are likely to be with us for a while. Like any complex and dynamic human phenomena, trends are not preordainedonce they are spotted, they can be shaped. With this trends forecast, we aim to bring the outside into help inspire ideas beyond brand, category and consumer conventionsand to identify emerging opportunities so they can be leveraged for business gain.
1. IMMERSIVE EXPERIENCES
Entertainment, narratives and brand experiences will become more immersive and altogether more enveloping in a bid to capture consumers imagination and attention.
EXAMPLE: To bring the tagline Fill Your Home with Music to life, Sonos (the maker of Internetconnected wireless music systems) created immersive installations in New York and Los Angeles. Digitized color washes, lighting and animation coordinated the color and mood of a room to the music playing through Sonos speakers.
5. TELEPATHIC TECHNOLOGY
Thanks to the rise of brain-computer interfaces and emotion recognition technology, brands are getting more adept at understanding consumers minds and moods, and reacting accordingly in a very personalized way.
EXAMPLE: To showcase the power of a Kit Kat break, JWT Singapore and Nestl wired up students with headsets that tracked their brainwaves while they ate a Kit Kat bar, then generated a unique piece of art that reflected their state of mind. Students who entered the brain booth got to see what happened to their brain after they consumed a Kit Kat.
8. REMIXING TRADITION
With social norms quickly changing and a new anythinggoes attitude, people are mashing up cherished traditions with decidedly new ideas, creating their own recipes for what feels right.
EXAMPLE: While religious affiliation is declining in the U.S. and the U.K., godless congregations such as the Sunday Assembly are adopting elements of organized religion, seeking to reap the benefits that come with ritual gatherings and the community they offer.
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9. PROUDLY IMPERFECT
Imperfection and even outright uglinessthe quirky, the messy and the flawedare taking on new appeal in a world thats become neatly polished and curated. Imperfection provides an unfiltered, all too human version of reality that reflects all the diversity thats seen in everyday life.
EXAMPLE: In October 2013, the Austrian grocery chain Billa, part of Germanys Rewe Group, launched a private-label line of nonconformist produce dubbed Wunderlinge, a made-up word that combines the terms for anomaly and miracle. Another German retailer, Edeka, has tested selling ugly produce at a discount, branded as Nobody is perfect.
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IMMERSIVE EXPERIENCES
TO LEARN MORE ABOUT JWTS 10 TRENDS FOR 2014 AND BEYOND, PLEASE VISIT WWW.JWTINTELLIGENCE.COM
TELEPATHIC TECHNOLOGY
REMIXING TRADITION
PROUDLY IMPERFECT
10
MINDFUL LIVING