2013 Reviewed - A Year In Trends by Future Foundation

2013 Reviewed:
A Year In Trends
By Future Foundation
December 2013

#zeitgeist2013

2

What we predicted in Fall 2012 for
the year ahead

3

1 | Professionalized Budgeting

Photo: Andrew Rueda

4


We predicted
A widespread ongoing
commitment to budgeting
across all age/ income
groups, even as economic
recovery gained momentum
Photo: Andrew Rueda

5

What happened?

More than two thirds of Americans agree that they
are carefully budgeting their finances...
100%

Agree strongly

“I carefully budget my personal
finances each month”

Agree

(Increase.)
80%

60%

40%

20%

Source: nVision Research | Base: 3,000-5,000 online respondents aged 16+, USA, 2013

$100k+

$60k $100k

$40k - $60k

$20k - $40k

HH income
<$20k

65+

55-64

45-54

35-44

25-34

16-24

Female

Male

2013

2012

2011

2010

0%

6

Trend in action

TK Maxx’s Fall 2013 ad
campaign featured the
tagline “Savvy Is The New
Black” - emphasizing to
consumers that it offered
high-quality style at
affordable and sensible
prices.

TrustEgg is designed for
parents on relatively modest
incomes who want to start
saving for their child’s future. A
policy can be set up with a
deposit of just $1, with other
individuals (e.g.
grandparents, family friends)
designated as “trustees” who are
able to contribute additional
funds as and when they like.

Cheap Energy Club
invites individuals to
register for a free service
to check whether they
currently have the
cheapest deal available;
if they do not, they can
access a full comparison
of the market and then
let the service handle the
switch on their behalf.

7


Outlook for 2014

We expect to see no slackening
in power, especially as tools and
apps help people manage their
money in automated, ultraefficient ways
Photo: Andrew Rueda

8

2 | Society of Sobriety

Photo: (Creative Commons) epSos.de

9


We predicted
Self-regulation is the new cool.
Excess is just not amusing any more
and certainly not conducive to social
or career success - especially when
the digital world puts our every move
on public display.

10

What happened
100%
Agree strongly

“I am too fat”

Agree

80%
60%
40%
20%

Obese

Overweight

Normal

$100k+

$60k - $100k

$40k - $60k

$20k - $40k

HH income <$20k

65+

55-64

45-54

35-44

25-34

16-24

Female

Male

Total

0%

This trend has clearly gained a lot of
support this year - nowhere more so than
in the food and drink sectors
Source: nVision Research | Base: 5,000 online respondents aged 16+, USA, 2013

11

Trend in action

From June 1
2013, Starbucks banned
smoking in any seating areas
outside its branches as well
as within a distance of 25 ft of
7,000 of its stores in the US
and Canada.

Fall 2013 saw
Burger King launch
“Satisfries” - crinklecut fries which are
said to contain 40%
less fat and 30%
fewer calories than
leading alternatives
in the fast-food
sector.

In summer 2013, authorities in
New York continued the “Pouring
on the Pounds” campaign - an
initiative designed to highlight the
potentially unhealthy effects of
consuming sugary drinks. As
alternatives, consumers were
advised to drink fat-free milk and
water as well as eat fresh fruit
rather than drink juices.

12


Outlook for 2014
Even as we return to economic
growth, inclination towards
moderation will remain strong. It
is hard to imagine flamboyant
excess becoming socially
endorsed again

13

3 | Native Marketing

Photo: (Creative Commons) brewbooks

14


We predicted

Talking to customers about price,
value, efficiency is boring. Brands
are making emotionally rich
journeys for/with customers,
narrating their presence into the
heart of the shared social space.

15

What happened?

This theme has experienced significant traction,
with brands from Coca Cola to Red Bull turning to
content as a prime way of driving engagement
Via any means

Via laptop / desktop / netbook

Via smartphone, among mobile internet users

100%

Via tablet, among tablet users

Those who have
recently “used a
service (such as
Facebook, reddit, di
gg, del.icio.us, or
Twitter) to share
something I’ve
found online”

80%
60%
40%
20%

$100k+

$60k - $100k

$40k - $60k

$20k - $40k

HH income <$20k

65+

55-64

45-54

35-44

25-34

16-24

Female

Male

2013

2012

0%


16

Trend in action

Dunkin’ Donuts premiered
a Vine ad on TV. Aired as
part of its sponsorship of
ESPN’s Monday Night
Countdown, the fivesecond commercial was
supported by branded
activity on Twitter, with
Dunkin’ Donuts livetweeting during the game
and recreating memorable
match moments with its
own products.

Lexus launched a co-creation
platform to promote its IS
sport sedan vehicle. Branded
Amazing Mix, the website
invited consumers to create
their own ad from a selection
of clips. A spokesperson
commented that: “The Lexus
IS sport sedan appeals to
performance-driven, techsavvy customers who are
looking to stand out from the
crowd."

Red Bull Personal Best is
an online Quantified Self
platform that invites users to
compete against famous
mountain biker siblings
Rachel and Gee
Atherton.The system lets
users compete directly with
professional
sportspeople, encouraging
direct interaction with Red
Bull’s celebrities.

17


Outlook for 2014
As social networkers need to be
given progressively better reasons
for continuing to interact with
brands, we expect the level of
innovation to remain high


19

Tech Change

30% in the US own
a tablet computer in

2013

Photos: (Creative Commons) designmark, bburky

20

Tech Change

Vs. 11% who
owned a tablet
computer in 2011


21

Tech Change

40%
of 16-24s have paid to
download/stream
tracks.


Trends 2014

Savvy Shopping

Over two thirds in
the US “specifically
look out for
promotions when
shopping”

Photos: (Creative Commons) rose3694, owenwbrown

22

Trends 2014

Savvy Shopping

69% whose
household income is
greater than $100k

Photos: (Creative Commons) rose3694, owenwbrown

23

24

Green Shoots

Two-thirds
agree that
companies
should be
penalized for
failing to care
for the
environment
Photos: (Creative Commons) ningunaparte

25

Green Shoots

up from 57% in
2012, approachin
g the prerecession high of
2008
Photos: (Creative Commons) ningunaparte

26

Green Shoots
“Companies should be penalized for failing to care for the environment”
100%

Agree strongly

Agree

80%

60%

40%

20%


$100k+

$60k - $100k

$40k - $60k

$20k - $40k

HH income <$20k

65+

55-64

45-54

35-44

25-34

16-24

Female

Male

2013

2012

2010

2009

2008

0%

27

10 Trends to Watch in 2014
1. Probability Gets Personal: predicting life events with ever greater accuracy
2. Recovery Blues: downturn behaviors remain prominent, even as recovery grows
3. Power of Anon: the search for greater privacy in many of our online activities
4. Catwalk Computing: wearable technology enters the mainstream
5. Narrative Data: personal datasets transformed into meaningful stories

6. Death of Risk: the rise of the risk-averse and safety-first consumer
7. Loyalty Contracted: innovative subscription models designed to secure loyalty
8. Totally Bespoke: uniquely personalized products, services and campaigns
9. Versat-aisle Shopping: the blurring of the lines between online and offline retail
10. Once is Not Enough: evolving lifestages and the end of age-dependent landmarks

Creative Commons : Nosha

28

Legislation 2014
UK becomes first country to allow the creation of babies using three people’s DNA
Obamacare
comes into effect

New York ban on
unregistered
guns comes into
effect

Single Euro
Payments Area
comes into force

Jan

Feb

March

April

May

EU legislation ends
surcharge on credit
card payments

June

July

Aug

Sept

Oct

Tougher EU tobacco health warnings may be applied to 75% of packaging (currently 30-40%)
First
Marijuana
stores to open
in Colorado
Boy Scouts of
America lift
their ban on
openly gay
members

10% increase in
taxes on
cosmetic
surgery in South
Korea

Germany draws
up legislation for
strengthened
same-sex
adoption rights

New York law to
raise smoking
age to 21 comes
into effect

Photo: (Creative Commons) David Ortez

Nov

Dec

29

Social & Cultural Events 2014
MTV VMA
Awards

Mardi Gras
Superbowl
SXSW
Winter
Olympics, Russia

Jan

Feb

March

Grammy Awards

The Oscars

Jay Leno
retires from
Tonight Jimmy Fallon
to take over

The Hobbit :
There and
Back Again

Brazil FIFA
World Cup

April

May

June

July

Aug

Sept

Guardians of
the Galaxy

Amazing
Spiderman 2
US Special
Olympics

Katy Perry
world tour

Oct

Nov

World Series

Tennis: US
Open
Commonwealth
Games, UK

Photo: (Creative Commons) Benson Kua

Dec

30

Political Events 2014
General Motors
buys back 200
million
government
shares
India
General
Elections

Jan

Feb

US and UK
withdraw troops
from Afghanistan

US National
Health Promotion
Summit

March

April

May

US-EU Summit

June

July

Aug

Sept

Oct

US debt
ceiling
agreement
expires

Nov

Dec

Elections for
Senate &
House of Rep

Energy Efficiency
Global Forum

Former Obama
advisor David
Axelrod publishes
memoirs
G20 summit

Photo: (Creative Commons) Benson Kua

31

Technology Events 2014: some potential milestones
Wearable Technology diversifies. Curved
phones get worldwide distribution. iPhone
6 and iWatch released?
More Xbox One and PS4 gamers
hack their consoles.
Biometric sensors revolutionize
how data is translated.
3D printing gets affordable.

Data Privacy Legislation Hardens?

Follow us on Twitter | @futurethoughts
Sign up to Future Foundation newsletters
| www.futurefoundation.net
For a downloadable version of this report |
http://futurefoundation.net/trends-2014usa/

Contact |
Pippa Goodman, Commercial Director
E: pippag@futurefoundation.net
Heather Corker, VP Consumer Trends, NA
E: heatherc@futurefoundation.net

2013 Reviewed - A Year In Trends by Future Foundation

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Editor's Notes