- The "Brand Me" trend sees individuals carefully curating and optimizing their personal image across multiple social media channels. People are more aware of their image and how they present themselves online. - By managing their profile and connections on networks like Facebook and Twitter, individuals can project the brand they want others to see. They carefully craft their online identity and reputation. - This trend is most impacting teens, twentysomethings, and younger generations who have grown up with social media. They understand the importance of their online brand and how to leverage different platforms.

1. keeping
TABS
{ Trends + Anthropology + Brands + Strategy
{
September 2010

2. Welcome Thanks to:
CREDITS
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
Welcome to Canvas8’s keeping TABS, a biannual summary of the most important trends and Rocca, Christy Dena, Sara Diamond, Tom
drivers currently influencing global consumer culture written for an audience of brands and ad Doctoroff, Kristina Dryza, Alex Gordon, Dale
agencies. Herigstad, David Jennings, Toby Kay, Daniela
Krautsack, Meena Kadri, Ramsey Khoury,
We’re aware that most of you will be familiar with some of this content. The purpose of keeping Gerd Leonhard, Trevor Lloyd-Jones, Andrew
TABS is not to sketch out crystal ball predictions, but to put the last six months of global culture Losowsky, Brian Merchant, Kate Mew, Monocle,
into a usable context. Whilst we first identified some of these trends over six months ago, they Alan Moore, Don Norman, David North, Daniel
nevertheless continue to have a profound impact on global behaviour. Nye Griffiths, Clay Parker Jones, Neil Perkin,
Joseph B. Pine, Ruby Pseudo, PSFK, Mary Lou
We’ve trawled academic journals, panned the gold from hundreds of pop culture and industry Quinlan, John Ryan, Jean-Robert Saintil, Marian
blogs, and probed the minds of globally recognised Thought Leaders before stepping back and Salzman, Mandy Saven, Baba Shiv, Arvind
piecing it all together. The map on the following page is the result of this analysis. Singhal, Michael Solomon, Ysanne Spevack,
Springwise, Luciana Stein, Ed Stocker, Danny
Each of the TABS is supported by case studies, statistics and the consumer groups most Taewoo Kim, TED, Ana Terzi, Trendwatching,
affected; we’ve described mindsets where possible, but good old-fashioned demographics are Fabrizio Valente, Mark Vanderbeeken, Ilya
often used for clarity’s sake. All external sources along with some excellent further reading can Vedrashko, Sheila Wan, Richard Watson,
be found at the back. And finally, the Scrapbook: for all the other interesting bits which aren’t WGSN, WIRED, Faris Yakob, Mio Yamada.
quite TABS yet.
DESIGN
I hope you draw as much inspiration from reading this document as we have in putting it by Margherita Gaffarelli
together. Prod it, pass it around and scribble on it – and please do let us know what you think: www.apricot-juice.com/meg
keepingtabs@canvas8.com
Warmest wishes,
Debbi Evans,
Canvas8 Editor
2

3. Contents
2 Welcome
4 TABS Map
5 Mass Customisation
7 Simple Interfaces
9 Brand Me
11 Codes of Conduct
13 Informed Consumerism
15 Natural Mindset
17 Sustainable Capitalism
19 Hyperawareness of Health
21 Social Participation
23 Attention Economy
25 Rising Social Conscience
27 Mobile Living
29 Hyperlocalisation
31 True Stories
33 Privacy and Control
35 Neo-tribalism
37 Collaborative Living and Working
39 Slow
41 East/West
43 Blended Reality
45 Scrapbook
46 Explore
51 About Canvas8

4. TABS Map
TABS
Mass Rising Social
Customisation Conscience
Simple Mobile
Interfaces Living
Brand Me Hyperlocalisation
Codes True Stories
of Conduct
Informed Privacy and
Consumerism Control
Natural
Neo-tribalism
Mindset
Sustainable Collaborative
Capitalism Living and Working
Hyperawareness Slow
of Health
Social East/West
Participation
Attention Blended
Economy Reality
Related to
CONTENTS 4

5. Mass Customisation WHAT ARE THE SIGNS?
CHOCOMIZE ADIDAS SYO
TESCO MOBILE SHOPPING APP
ME & GOJI NETFLIX BUILD-A-BEAR
RED MOON PET FOOD SHOEDAZZLE
WHAT IS IT? BUILDABRAND DESIGN A TEA
The mass market approach of considering If you travel on business, you want one PANDORA.COM GRANNIES INC.
consumers as a homogenous group is truly thing from the airline, the hotel, the BENE FURNITURE GHOSTLY DISCOVERY
over. People approach brands differently each rental car company, the restaurants you NIKE iD JIBBITZ ‘MY DENIM, MY MUSIC’
time they interact with them – their personal frequent, and so forth. Bring your MSI FX600 LAPTOP
moods, mindsets, experiences are constantly spouse with you, and suddenly
in a state of flux, as are their needs and all of those requirements
expectations. change. Bring the kids along,
and they change again.
WHO IS IT IMPACTING?
WHERE IS THE TREND
Technologically advanced and Joseph B. Pine, IN ITS LIFECYCLE?
interested Gen X and Gen Y Author of Mass Customization:
the new frontier in business competition
PEAK
Phase
HOW HAS IT BEEN DEVELOPING?
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 Time
tipped this growing trend into the mainstream.
not a new concept but in revival with mobile
RELATED TRENDS
Consumers would pay The value of
Moonpig*
67%
WHERE IS IT up to
HAPPENING?
Globally 100% MORE
Privacy and Control Simple Interfaces
for a customised product 2009 2010
*the online personalised
greetings card service Brand Me Slow
CONTENTS 5

6. 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 - By enabling creators to connect directly with the closest local fabricators, Ponoko promotes the
but such predictability can be uninspiring. The key to an exceptional customer experience, says localisation and democratisation of the manufacturing process and taps into a revived interest
Kristina Dryza, lies in variability. 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 [me] & goji are a small artisan company creating custom blends of breakfast cereal. The broad
individual from moment to moment, how can brands cater to consumers, stand apart in a appeal of this seemingly niche product is testament to the consumer desire for personalised
crowded market and watch their costs? Thought Leader Joe Pine has the answer. 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 4Food is a chain of healthy, natural and customisable fast-food restaurants. New Yorkers can
adapting stores in Germany and the UK, but cautions against alienating potential customers with fully customise their (locally-sourced) burger online, or using the iPad menus, and promote it via
too niche an offering. social networks in exchange for discounts.
READ MORE
CONTENTS 6

7. Simple Interfaces WHAT ARE THE SIGNS?
ING DIRECT RED MARKET
GOOGLE DASHBOARD VAGE
KINDLE PEEK TWIFFICIENCY
WHAT IS IT? FONYOU BANK SIMPLE
Presented with a myriad of options, APPLE iPHONE AND iPAD
consumers are suffering from choice fatigue. TEXT 2.0
SIXTH SENSE
People are making decisions to help them People do not want simplicity – what they really
simplify and streamline their lives, spurred THE EYE BY DoCoMo BMW iDRIVE
want is understanding. People don’t want to give
on by economic austerity. The Simple trend up the power. What they are against is
is about intuitive interfaces and complex being confused.
filters. It is not about ‘basic’.
WHO IS IT IMPACTING? Don Norman,
Co-founder of Nielsen Norman Group WHERE IS THE TREND
Everyone in developed nations and former VP, Apple IN ITS LIFECYCLE?
where pressure to ‘know more’ is high
(Gen X, GenY)
Phase
PLATEAU
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 SIX EIGHT-STUD
SIX EIGHT-STUD Time
to shape creative thinking. Brands (particularly in the technology LEGO BRICKS
LEGO BRICKS
sector) are starting to provide clearly presented, easily digestible
information to help consumers make informed decisions. Simple is can be rearranged into
can be rearranged into
about manageability, limited options, streamlining and ease of use: RELATED TRENDS
making form and function work together.
WHERE IS IT
HAPPENING? Slow Privacy and Control Blended Reality
The developed world, where choice is
abundant and consumers are overloaded different combinations
with complex information
Mass Informed Mobile Living
Customisation Consumerism
CONTENTS 7

8. 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, fonYou is an award-winning Spanish mobile telephony brand which offers users a useful and
multipurpose widget of the present and the future. Ilya Vedrashko explores the ways mobile innovative way of managing all their mobile phone activity, rather than just bills, from one place
technology can manage and filter the vast amounts of content available. 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 PILO is a Swedish prototype location service with more relevant filtering than its predecessors,
design in communicating complexity, not complication, and the importance of playfulness. 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, Breville’s toasters have a unique feature that is becoming a usability design classic. The ‘A Bit
Canvas8 tracks the rise of simple tech at the other end of the market; a curiously thriving More’ button solves a problem so simple and obvious it needs no explanation. In fact, many cite
segment where excess features are not an option. it as the primary reason for purchase.
READ MORE
CONTENTS 8

9. Brand Me WHAT ARE THE SIGNS?
FLATTR WHUFFIE BANK
FARMVILLE TRACTOR SALES
MYSPACE LAYOUTS FACEBOOK ‘LIKE’
HANGING OUT AT THE MAC STORE
WHAT IS IT?
The relationship one has with friends is BRAND TATTOOS MYBRANDZ.COM
Individuals are more aware of their image about history and personal heritage, and CLAUDIA ROGGE’S ‘HUMAN PATTERNS’
and social media has put control firmly in about experiences, and in this online space
their hands. Whether for commercial or COLLEGE STUDENTS
‘brand me’ or ‘brand us’ will become a ‘ICING’ EACH OTHER
social purposes they carefully curate and relationship of friendship as well as
optimise their personal image across a commercial transaction.
BUILDABRAND
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
Dr. Alex Gordon,
closely to We Are All Media (see Scrapbook).
Semiotician, Founder of Sign Salad and
Canvas8 Thought Leader WHERE IS THE TREND
WHO IS IT IMPACTING? IN ITS LIFECYCLE?
WHERE IS IT
Tweens Teens Twentysomethings
HAPPENING? PEAK
Phase
Asia, Europe, South America,
USA
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
Time
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.
d
RELATED TRENDS
The average facebook user
The Chinese 2 billion
since 2008
is connected to
spent tweets
More than
a
The UK spent
$5bn over 1billion 320,000 80
.me names
tweets
$800 Social
Participation
Codes of Conduct Privacy and Control
on virtual goods in 2009
million
have been registered,
making it the fastest selling community pages,
December 2009 May 2010 top level domain ever groups and events Neo-tribalism Mass
Customisation
True Stories
CONTENTS 9

10. 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 The Whuffie Bank has launched a new currency based on reputation with the aim of rewarding
Facebook. Jenny Winfield dissects the components of online identity and explains why a faceted creative and favourable online behaviour. The non-profit company was recognized as one of the
approach to social networks is long overdue. 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, ‘You have to give to get’. So preaches Flattr, the Swedish peer micropayment system from
other networks cling resolutely to their user stronghold. Is this mere chance, or does it tell us former Pirate Bay chief Peter Sunde. It’s still in beta, but gaining traction - most recently with two
something about cultural preferences? 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 Buildabrand is a service offering businesses of all sizes, and individuals, the ability to create
masses, Michael Solomon documents some emerging behavioural strands and their potential a brand from scratch. It taps into mainstream awareness of personal branding as a result of
impact on brand messaging, both on and offline. exposure to marketing messages.
READ MORE
CONTENTS 10

11. Codes of Conduct WHAT ARE THE SIGNS?
TROLLING SEXTING POST SECRET
TOKYO METRO ‘DO IT AT HOME’
SURGING POPULARITY
OF HERITAGE BRANDS
GERTRUDE AND ALICE’S HOMELY
WHAT IS IT? SYDNEY BOOKSHOP
Physical codes of conduct, initially mimicked There’s no doubt in my mind that kindness PENGUIN CLASSICS SALES
online, are being modified in the digital space is the new currency. As life becomes DDB’S GROWN-UP PLAYLAND
tougher, which I’m afraid it’s going to do, FOR McDONALD’S
and impacting real-world behaviour, which
being generous to your fellow man will PRINGLES TMI OVERSHARERS CAMPAIGN
has become noticeably more playful and open.
keep the world afloat. CHAT ROULETTE MEIN MAGAZINE
As online activity is increasingly recognised as
VIRGIN’S PHONE ETIQUETTE
part of Brand Me, people are improving their
DR. PEPPER STATUS
digital etiquette. TAKEOVER
Eugenie Harvey,
WHO IS IT IMPACTING? Founder of WeAreWhatWeDo and 10:10
particularly WHERE IS THE TREND
All internet WHERE IS IT
users Gen Y and Boomers IN ITS LIFECYCLE?
HAPPENING?
Globally, particularly in more Westernised
societies where social sharing is rife
HOW HAS IT BEEN DEVELOPING?
Phase
Gen Y are comfortable revealing personal thoughts, feelings and opinions online, but are increasingly judicious in how they are STRONG
accessed - particularly now that so many parents are online. People post visual proof of activity rather than statements of intent, GROWTH
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
Time
on reputation.
in 2009 32% RELATED TRENDS
75%
of people regret something
they’ve posted online.
23% of American Sales of This rises to
of people adults Penguin classics
59% 54% Privacy and Control Social
Participation
have used the anonymity of the web to
lash out at companies or brands think the population
is getting less civilised experienced DOUBLE DIGIT GROWTH
Brand Me Rising Social Blended Reality
iPhone users under 25s Conscience
CONTENTS 11

12. 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 The Apology Line is an experimental art project: a freephone number that people can call to
wake, Penguin Classics’ sales were their best ever in every territory. Fiona Buckland wonders leave an anonymous confession. After massive interest from the UK public, the artists now want
why. 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 The website ChatRoulette, which connects strangers randomly across the globe, has become a
interplay reflects the maturation of a new, informed kind of trust that rests on mutual exchange of sensation. Its lack of regulation exposes online social behaviour in its rawest form.
information between consumers and brands.
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 Please Shut Up is a website on a mission to save us from the horrors of bad mobile phone
through the clutter. At the same time audiences may find these high-risk, high reward brand etiquette, offering people a place to vent anger, name and shame offenders and establish a
strategies either ‘hysterical or horrifying.’ recognised code of conduct.
READ MORE
CONTENTS 12

13. Informed Consumerism WHAT ARE THE SIGNS?
SMART ENERGY METERS
PEER-TO-PEER INFORMATION SHARING
DAYTUM WHEREISMYMILKFROM
SAFEWAY FOOD FLEX
WHAT IS IT? GOOGLE GOGGLES SHOPSAVVY
People are looking to make increasingly There will be more ‘e-breed’ customers, YELP STICKYBITS ECO INDEX
informed (but crucially, not always rational) which means that the same customer might
TOKYO’S N BUILDING
do very deep informed research for some
decisions both prior to and at point of sale. TESCO FINDER APP TALES OF THINGS
products, but make very impulsive
For brands, providing comparative analysis NUTRICATE RECEIPTS
decisions for others according to their
and transparent information creates trust and
personal preferences and situation. FRITO LAY CHIP TRACKER
generates goodwill.
Fabrizio Valente,
WHO IS IT IMPACTING? Retail consultant and CEO, KikiLab
Those who Those who WHERE IS THE TREND
believe in an participate in it
open information WHERE IS IT IN ITS LIFECYCLE?
despite reservations
economy (Gen X and Gen Y) HAPPENING?
Globally – more economically and
technologically developed nations PEAK
HOW HAS IT BEEN DEVELOPING?
Phase
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 Time
enables smarter filtering for relevance and proximity. People rely on peer product reviews – and trust in non-branded aggregators of
information is building. spreading with smartphones
Approximately RELATED TRENDS
up from
92% of consumers During Xmas 2009
20%
45% 43%
40%rs
value their
own research over pe
of shop
abandoned
of smartphone
owners Hyperlocalisation Simple Interfaces Slow Natural Mindset
a sales person’s advice
purchases when
unts
coupons or disco look at third-party or consumer reviews
couldn’t be easily of a product while in store
obtained.
look for retailer
Hyperawareness Rising Social Mobile Living True Stories
2008 or product coupons of Health Conscience
CONTENTS 13

14. 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, A major consortium of brands and retailers are getting together to agree a universal eco labelling
Michael Solomon takes a closer look at the mechanics of shopper interaction and technology’s standard for apparel, which takes the entire product lifecycle – including marketing – into
potential in the purchase process. 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 Luxury magazine W’s first Shopping Issue in April 2010 had fully interactive mobile ads running
incorporating new technologies into their brand experience. Be wary, she concludes, that throughout, supported by an extensive outdoor campaign in affluent New York City.
strategies provide depth and utility as well as wow factor.
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 In the US, Lay’s crisps are grown and produced locally. To highlight this, PepsiCo created the
codes, which can be unlocked with a simple iPhone app to receive up-to-date information on ‘Frito-Lay Chip Tracker’, which allows customers to trace the origins of their beloved snack.
stores inside.
READ MORE
CONTENTS 14

15. Natural Mindset WHAT ARE THE SIGNS?
BIOMIMICRY IN PRODUCT DESIGN
GEOX ‘BREATHING’ BUILDING
R&SIE ARCHITECTS
TERRARIUM TREND
WHAT IS IT? SNOG, MARRY, AVOID?
Natural and additive-free have become ‘STRAIGHT EDGE’ YOUTH
A stringent avoidance of the artificial in all
part of the consumer’s health and NATURAL & HOLISTIC
walks of life, seeking out experiences and
wellness vocabulary, and we’re HEALTH REMEDIES
products with a definitive, plausible origin
seeing growth in every category. GLAMPING
(rooted in nature or science), being engaged
The natural trend is here to stay. RFID AUTHENTICATION OF WINE
at a higher level and compelled to act within
the boundaries of truthfulness and honesty. NATURAL PET FOOD
KAREN MAGAZINE
David Jago,
Director of Innovation and Insight, Mintel
WHO IS IT IMPACTING?
Everyone who is frustrated by transient, WHERE IS THE TREND
fake interactions and experiences WHERE IS IT IN ITS LIFECYCLE?
HAPPENING?
Asia, North America, UK as a backlash
against ‘plastic’ culture
Phase
HOW HAS IT BEEN DEVELOPING? STRONG
GROWTH
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 Time
natural world in terms of functionality and aesthetics.
1
Use of the words The total number of
RELATED TRENDS
to cosmetic surgery
grew from 5,705
pure purely procedures
3,013 decreased by 9%
purity
Rising Social Hyperawareness Informed
Year-on-Year Conscience of Health Consumerism
in 2009
on consumer food 2008 2009
produts in the USA in the USA Hyperlocalisation Sustainable True Stories
Capitalism
CONTENTS 15

16. 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 Consumers of organic food are loathe to give it up, regardless of cost. What this means, says
emerging markets. Two industry experts identify the consumer drive behind the trend and outline Ysanne Spevack, is the rebirth of resourcefulness in the US and UK: growing your own, foraging,
the opportunities for brands. 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 Pepsi UK has stepped up in the soda wars with its new drink – Pepsi Raw. According to the
for a less polished type of sophistication. Trend expert Luciana Stein investigates the behavioural company, it has dropped artificial preservatives and sweeteners and is made from natural
and economic drivers behind this shift. 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 New York’s Twig Terrariums make tiny worlds full of whimsy and humour. Beyond their role as
towards a discreet and logo-less aesthetic. What consequences could this pattern have for the a memoir of nature, however, these miniatures also touch upon underlying trends in both the
brands and the brand name cachet? consumer and business psyche.
READ MORE
CONTENTS 16

17. Sustainable Capitalism WHAT ARE THE SIGNS?
PUMA’S CLEVER LITTLE BAG
UPS’S GPS REPROGRAMMING
SLIM CHAMPAGNE BOTTLES
STELLA ARTOIS’ BOTTLE REDESIGN
WHAT IS IT? MARKS & SPENCER EGG TRACKER
FRITO-LAY CHIP TRACKER
The creation of a business model that SUN CHIPS ECO PACKAGING
understands and respects the triple bottom Doing good is good business. This
THE WALMART SUSTAINABILITY INDEX
line of people, planet and profit. It is about is not about charity or altruism. This
CONSPIRACY FOR GOOD
responsibility and longevity. Sustainable is about doing something that is
CHINA’S SUSTAINABLE ENERGY PROGRAMME
Capitalism’s watershed moment came in effective and efficient.
SAINSBURY’S KEEPING BEES
2006 with Al Gore’s Oscar-winning An CHINA’S DONGTAN ECO-CITY
Inconvenient Truth and has accelerated through the recent economic COLALIFE KARMA CUP COOP WINE
recession and people’s increasing desire to do something inherently Sir Martin Sorrell,
good and ‘right’. Chief Executive Officer of WPP Group
WHO IS IT IMPACTING?
WHERE IS THE TREND
Everyone - developed and WHERE IS IT IN ITS LIFECYCLE?
developing nations alike HAPPENING?
Globally
Phase
HOW HAS IT BEEN DEVELOPING?
STRONG
The economic downturn has meant people now expect major multinationals to do what they, as individuals, can’t afford to make
GROWTH
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. Time
d 2
RELATED TRENDS
The Chinese government There are 35% of consumers
have laid out a
6,172,8220 say they will spend
more on ‘green’
in the coming year
US$585bn citizens of Hopenhagen
def. Hyperlocalisation Natural Mindset
a movement set up around the 2009
COP 15 conference to unite nations
plan to invest in with hope for policy change
low carbon technologies
Social Rising Social True Stories
Participation Conscience
CONTENTS 17

18. 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 Panera is a bakery and café with 1400 outlets across America. In May they made the decision to
for a new look at corporate social responsibility. In the context of current and future challenges, trial a not-for-profit model within one branch. The Panera Cares Café is so successful that they
how do young Indian consumers see CSR? 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 PepsiCo have replaced their SunChips packaging with 100% compostable material. While
major multinational companies to do what they can’t. 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 ColaLife is an initiative which aims to use Coca Cola’s far-reaching global distribution to carry
consumption. This year’s winner, Karma Cup, not only eliminates the cup entirely, but gives you ‘social products’ such as oral rehydration salts and medicines to developing countries.
an incentive to do so: the possibility of free coffee.
READ MORE
CONTENTS 18

19. Hyperawareness of Health WHAT ARE THE SIGNS?
MEDWATCH HEALTH APPS
SENIORBRIDGE SKYPE VIDEO
CONSULTATIONS FOR ELDERS
WEBMD.COM CURETOGETHER
WHAT IS IT? PEPSICO NUTRITION LAB HEALCAM
The ability for people to test themselves
The popularity of organic food, holistic living IMPLANTABLE ANTENNA FOR MONITORING
effectively will change the healthcare IN-VIVO CHEMICAL REACTIONS
and attention to personal mental health has industry. Focus will be taken away from
sharpened individual focus on daily wellbeing, HEART ATTACK GRILL PATIENTSLIKEME.COM
in-clinic testing and placed upon
fuelled by mobile monitoring apps and access LE WHIF THISISWHYYOUREFAT.COM
self-analysis.
to like-minded communities online. At the MAPPINESS THECARROT.COM
most basic level, people want to know what 23ANDME BIOINFORMATICS.ORG
they’re consuming and what impact it will have on their health, as an Piers Fawkes, MICROSOFT HEALTH VAULT
extension of Informed Consumerism and Natural Mindset. President, PSFK
WHO IS IT IMPACTING? WHERE IS THE TREND
WHERE IS IT IN ITS LIFECYCLE?
Boomers Gen X Smartphone users
HAPPENING?
Primarily North America, Europe (early
Phase
growth), Asia
STRONG
HOW HAS IT BEEN DEVELOPING? GROWTH
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 Time
adopted more ‘medical’ brand messaging. Rise in online patient communities providing support and therapy for fellow sufferers.
by 2015
RELATED TRENDS
21% 60%
of Americans
of Smartphone owners Slow Natural Mindset
have downloaded a fitness-related app
will have electronic health records Informed Rising Social
Consumerism Conscience
CONTENTS 19

20. 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, 4Food is a chain of healthy, natural and customisable fast-food restaurants. New Yorkers can
technology and creative industries in creating a society of user-centric healthcare and individual fully customise their (locally-sourced) burger online, or using the iPad menus, and promote it via
wellbeing. 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 CureTogether.com is a website that allows users to keep track of their health. The free service
evaluates the importance of these intuitive, uniquely human interpretations of complexity and matches people with similar symptoms and conditions, allowing them to interact anonymously.
their cultural and business benefits.
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 Individuals are now able to monitor every aspect of their physical and mental health. Sleeping,
consumption. We explore how retail environments have evolved to fit the consumer desire for a eating, exercise and social activities can be analysed in real time and shared with a like-minded
more holistic, scientific beauty experience. community. But what does this mean for brands?
READ MORE
CONTENTS 20

21. Social Participation WHAT ARE THE SIGNS?
CONSPIRACY FOR GOOD
PICTURE THE IMPOSSIBLE
GEOCACHING.COM ENCOUNTER
NEEDLE IN A HAYSTACK
WHAT IS IT? As we strive to move away from cookie-cutter DARPA RED BALLOON
CHALLENGE CLIMATECAMP
Mass social participation is embraced as the sameness, individuals’ opinions, points of view, or
unique thoughts can spark connection. We see it NEIGHBORGOODS STREETSPARK
antidote to information isolation and overload.
Directly linked to Rising Social Conscience, across all types of communities, whether THE BIG LUNCH
we are seeing an important shift from a ‘me’ grassroots or corporate-sponsored, SOCIAL INNOVATION CAMP GOOD GYM
to a ‘we’ culture. Technology facilitates offline virtual or rooted in physical space. ENABLED BY DESIGN
personal interaction rather than creating a The more eclectic and interesting, CTRL.ALT.SHIFT
barrier to it. Many examples of Social Participation achieve broad the more it thrives. Funny how an A FEAST OF STRANGERS
social goals as well as contributing to a sense of personal gain. emphasis on ‘I’ leads to a more
coherent sense of we.
WHO IS IT IMPACTING? Patrice Martin,
Author of Ideo Patterns’ ‘The ‘I’ in community’ WHERE IS THE TREND
IN ITS LIFECYCLE?
Gen X
Gen Y as facilitators WHERE IS IT
HAPPENING? PEAK
Phase
Europe, North America. Japan, China
and India (strong growth)
HOW HAS IT BEEN DEVELOPING?
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.
Time
Individuals from creative communities volunteering time to collate ideas and design tools for cohesive offline change.
The physical and virtual treasure hunt
Encounter had RELATED TRENDS
4
People who finished
the New York marathon
There are
165,000
81%
4-5 MILLION 70,000
36,856 vs 43,660
geocachers Rising Social Collaborative Codes of Conduct
of US Gen Y worldwide
Conscience Living and
Working
have volunteered
in the past year 2009 2010 2005 2009
players across Eastern Europe Blended Reality Brand Me Mobile Living Hyperlocalisation
CONTENTS 21

22. 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 recent DARPA balloon challenge was set to discover how people interact with social media
the shift from ‘me’ to ‘Wii’? Alex Gordon looks into the semiotics of recession and the consumer for team building and collaboration on widescale, time-critical and complex tasks.
backlash to selfish individualism.
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 In the face of flailing news sales, the Rochester Democrat and Chronicle launched a hyperlocal
discusses Canada’s ties to documentary, the importance of enabling self-representation and game with major brand sponsorship aimed at strengthening community bonds and encouraging
Twitter’s opinion-forming role at the recent G20 summit. 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 LeapAnywhere is a part social network, part listings site that aggregates cool volunteer
behavioural triggers for joining them in the first place. How can brands mobilise groups to their opportunities around London in a bid to make social participation more fun and competitive. We
benefit and engage people with their brand? spoke to founder Malcolm Scovil.
READ MORE
CONTENTS 22

23. 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
WHAT IS IT? NY-Z ABSOLUT VODKA HERO108
Context + meaning = cultural value; without THE WONDERFACTORY
People are increasingly information and
it brands turn onto the slip road called ‘EUROSTAR’ SOMERS TOWN
stimulus rich but consequently time and
‘irrelevance’ and park up against the sign GUARDIAN ZEITGEIST
attention poor. Media can be accessed
marked ‘obsolescence’ without a NEXT MEDIA’S NEWS CLIPS
anywhere, in a multitude of formats. Irrelevant
petrol station in sight. ‘MINIMALISH’ SHORT
interruptions are unwelcome. Context is
ATTENTION SPAN PAINTINGS
everything and time is people’s most precious
UNBEATABLE (CHINA)
commodity, evidenced by the rise in simultaneous media use and
savouring of down-time. Alan Moore,
Co-founder of SMLXL
and Canvas8 Thought Leader
WHO IS IT IMPACTING?
WHERE IS THE TREND
Anyone living in a connected society
WHERE IS IT IN ITS LIFECYCLE?
HAPPENING?
Always-on societies, both
East and West PEAK
Phase
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
k
Time
in gain more affinity.
0
RELATED TRENDS
e 8.5 hours
Adults are exposed to screens
Americans (TVs, cellphones, computers, GPS
devices) for about of internet users
B
consume
media multitask
100,000 words 57% accessing TV and internet
simultaneously at home True Stories
Slow
per day on average for an average of
2 hours and 39 minutes every month
on any given day Brand Me Mobile Living
CONTENTS 23

24. 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 Guvera is an innovative music service which makes advertisers pay for downloads in exchange
investigates Near Field Communication and its impact on the mobile and advertising industries. 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 Pedro & Maria is an interactive branded entertainment telenovela which will enable fans to vote
approach to non-linear thinking. Alan Moore makes the case for a more fractured, participatory on plot direction through social media channels. It will be co-produced by MTV and Procter &
approach to brand identity. 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 A French multimedia comic for CAP3B, a family-friendly tourist destination, uses print,
Christy Dena evaluates the importance of advertising campaigns that recognise contemporary smartphone technology and video content to enhance rather than detract from the locally-
media use behaviours. inspired story.
READ MORE
CONTENTS 24