This document discusses trends that will emerge in 2021 based on cultural changes accelerated by the COVID-19 pandemic. It identifies 8 trends:
1. Realistic optimism - People will remain cautiously optimistic about the future due to continued uncertainty.
2. Soft capitalism - There will be increased debate around reforming capitalism to reduce inequality.
3. Amphibious life - People will seamlessly move between physical and virtual worlds in their work and daily lives.
4. Individual redesign - Younger people will seek to reinvent themselves, and there will be a boom in startups and online education.
The document provides analysis and examples for each trend, and discusses the implications for brands. It argues the pandemic
The document discusses 8 trends that will impact 2019:
1. Extreme polarization will continue as issues like inequality, refugees, and religion further divide societies. Brands will have opportunities if they focus on unity rather than political divisions.
2. Anxiety levels are rising due to economic uncertainty, and alternatives like CBD, adaptogens, and vaping are growing in popularity to help people cope. Brands can help by promoting positivity.
3. The concept of authenticity is fading as everything can now be reproduced or falsified online. Honesty will become more important for building credibility. Micro-influencers will gain trust over celebrities.
4. Solitude is increasing globally but will be less stigmatized.
The document discusses 8 trends for 2015:
1. Ideology is mix - The world will see a new "bipolarity" politically and economically as new ideological references strongly impact daily life.
2. Authentic living - Authenticity is now required to establish any relationship as people seek to better know themselves through DNA testing and personality assessments.
3. No middlemen - Intermediaries are declining in popularity as people want more direct connections through services like Apple Pay, HBO streaming, and Uber.
4. Paper frontiers - Labels and borders are disappearing as casual clothing blurs formality, universities converge with workplaces, and renting/sharing replace ownership.
5. Be my coach -
The document discusses various trends for 2018 including growing fears related to terrorism, economic instability, and hacking; an increased focus on self-care, introspection, and personal well-being; a desire for more anonymity and less oversharing on social media; and a movement towards fluidity and lack of long-term commitments as rigid categories continue to break down. Many of these trends reflect anxieties about the current political and information landscape as well as a preference for flexibility and an emphasis on individual needs and priorities. Brands are encouraged to promote optimism, transparency, and understanding of consumer preferences and priorities.
The document discusses the uncertain economic situation according to conversations the author had with policymakers. It says that while some things are improving, they are not everywhere, and the improvements may not last. The future remains unclear and difficult to predict with confidence. Overall it portrays a situation that is mixed and uncertain.
In 2017, subscription-based services will continue to grow in popularity as consumers prefer accessing products and services over ownership. Companies are exploring new subscription models for various consumer goods like food, coffee, and transportation. As the sharing economy expands, more enterprises will offer subscriptions for daily needs and access to services and assets without requiring ownership. This trend reflects society's shift away from ownership towards accessing what we need on demand.
COVID-19 Marketing Analysis - How Brands Can Support Local CommunitiesColle McVoy
All over the country, economic and social uncertainty is
impacting how we experience community. Actions taken during (and following) COVID-19 will define how consumers interpret brands for a long time to come. Here are recommendations for how brands can support local communities.
The document discusses the challenges facing traditional celebrity and entertainment media industries due to economic and technological changes. Specifically, magazines in this genre are seeing declining readership and advertising revenues as audiences and advertisers shift to online alternatives. While television and websites covering celebrity news have also been impacted, magazines are facing the biggest threats due to their high fixed costs and inability to effectively monetize their content online. The future of the industry is uncertain, as media companies will need to adapt to new audience and business models to survive in this transition period.
The document discusses 8 trends that will impact 2019:
1. Extreme polarization will continue as issues like inequality, refugees, and religion further divide societies. Brands will have opportunities if they focus on unity rather than political divisions.
2. Anxiety levels are rising due to economic uncertainty, and alternatives like CBD, adaptogens, and vaping are growing in popularity to help people cope. Brands can help by promoting positivity.
3. The concept of authenticity is fading as everything can now be reproduced or falsified online. Honesty will become more important for building credibility. Micro-influencers will gain trust over celebrities.
4. Solitude is increasing globally but will be less stigmatized.
The document discusses 8 trends for 2015:
1. Ideology is mix - The world will see a new "bipolarity" politically and economically as new ideological references strongly impact daily life.
2. Authentic living - Authenticity is now required to establish any relationship as people seek to better know themselves through DNA testing and personality assessments.
3. No middlemen - Intermediaries are declining in popularity as people want more direct connections through services like Apple Pay, HBO streaming, and Uber.
4. Paper frontiers - Labels and borders are disappearing as casual clothing blurs formality, universities converge with workplaces, and renting/sharing replace ownership.
5. Be my coach -
The document discusses various trends for 2018 including growing fears related to terrorism, economic instability, and hacking; an increased focus on self-care, introspection, and personal well-being; a desire for more anonymity and less oversharing on social media; and a movement towards fluidity and lack of long-term commitments as rigid categories continue to break down. Many of these trends reflect anxieties about the current political and information landscape as well as a preference for flexibility and an emphasis on individual needs and priorities. Brands are encouraged to promote optimism, transparency, and understanding of consumer preferences and priorities.
The document discusses the uncertain economic situation according to conversations the author had with policymakers. It says that while some things are improving, they are not everywhere, and the improvements may not last. The future remains unclear and difficult to predict with confidence. Overall it portrays a situation that is mixed and uncertain.
In 2017, subscription-based services will continue to grow in popularity as consumers prefer accessing products and services over ownership. Companies are exploring new subscription models for various consumer goods like food, coffee, and transportation. As the sharing economy expands, more enterprises will offer subscriptions for daily needs and access to services and assets without requiring ownership. This trend reflects society's shift away from ownership towards accessing what we need on demand.
COVID-19 Marketing Analysis - How Brands Can Support Local CommunitiesColle McVoy
All over the country, economic and social uncertainty is
impacting how we experience community. Actions taken during (and following) COVID-19 will define how consumers interpret brands for a long time to come. Here are recommendations for how brands can support local communities.
The document discusses the challenges facing traditional celebrity and entertainment media industries due to economic and technological changes. Specifically, magazines in this genre are seeing declining readership and advertising revenues as audiences and advertisers shift to online alternatives. While television and websites covering celebrity news have also been impacted, magazines are facing the biggest threats due to their high fixed costs and inability to effectively monetize their content online. The future of the industry is uncertain, as media companies will need to adapt to new audience and business models to survive in this transition period.
The document summarizes Peter Peterson's opening remarks at the 2010 Fiscal Summit. He outlines three goals for the summit: reaching consensus on the magnitude of the fiscal challenge, potential solutions, and how to educate citizens. Peterson expresses concern over unsustainable long-term deficits and stresses the need to address the issue before a crisis occurs to preserve important social programs and America's leadership role in the world.
An advertising industry first, Ogilvy & Mather’s Cross-Cultural Report: Findings provide new model to help brands build value and relevancy for “The New General Market”.
Through the development of Ogilvy & Mather’s Cross-Cultural Report, we identified a major shift in the way we perceive and market to our clients’ customers. In the report we explain this shift and the manner in which we need to respond to it. The stakes are high. It’s no exaggeration to say that this is a change-or-die moment for many players in our industry. We believe that with this blueprint we are poised to prosper rather than perish. And we believe that David Ogilvy, who had great respect for the consumer and a deeply held belief in constant adaptation, would have approved.
After reading the Cross-Cultural Report you should understand the following:
1. The business case as to why brand and marketing leaders should shift their planning and investment approach for “The New General Market.”
2. The cross-cultural disciplined approach versus the current general market and multicultural marketing approach.
3. How the application of the Ogilvy & Mather Cross-Cultural Strategic Territories helps builds brands for The New General Market.
4. How the Ogilvy & Mather Cross-Cultural Matrix helps brands assess their current cross-cultural position and our approach for building brand value.
Public Engagement In The Conversation AgePiaras Kelly
This document discusses several topics related to public engagement in the conversation age, including:
1. Trust in financial institutions and governments has collapsed due to the global economic crisis, and restoring confidence and trust will be key to recovery.
2. The financial services sector has seen a significant decline in trust, particularly banks, and rebuilding trust with citizens will require adapting communications strategies to new digital channels.
3. Other industries like hedge funds and insurance have been less directly impacted but still face challenges in engaging external stakeholders and avoiding excessive regulation due to negative perceptions.
4. Public relations is evolving towards a model of public engagement that converges different communications disciplines and emphasizes constructive dialogue between citizens, businesses, and governments.
Once dominated by a largely young consumer base, the Middle East and North Africa (MENA) region is at a demographic tipping point. This executive summary version of Generation BOLD, an Innovation Group MENA report, looks at over-50s in the region, who are reinventing cultural preconceptions about aging and retirement.
This document provides 14 trends for 2014. The trends include: 1) tinkering and experimentation becoming more common as people try to solve problems on their own, 2) guilt money funding innovative public-private partnerships, 3) debates around countries and states considering breaking up, 4) older adults seeking new roles and redefining life after middle age, 5) organizations like the Catholic church rebranding themselves, and 6) emerging economies like the MINT countries gaining prominence as the BRICs lose momentum.
It’s time for a move to the Middleburbs, where we take refuge in content safe havens and our brand expectations are continuously rising. And with a new generation of tech-obsessed consumers entering adulthood, today’s cultural landscape is changing and creating new opportunities for marketers. Mindshare North America's latest Culture Vulture Trends report is here, unveiling the latest consumer shifts and cultural trends forecast to grow over the next year.
The document discusses potential alternatives to capitalism, focusing on cooperative models. It argues that capitalism is currently failing to deliver on promises of growth, employment, returns, and stability. It is also generating large negative externalities like inequality, environmental damage, and public sector costs. The private sector alone cannot correct these issues. Cooperatives may offer remedies by outperforming traditional businesses financially, increasing competition, prioritizing social/environmental costs, and reconnecting economic indicators with reality. Transitioning toward more cooperative utilities, retailers, banks, and other businesses could help. The government could also incentivize cooperatives through taxation, spending, and regulation that rewards positive behaviors.
The document provides 14 trends for 2014. It summarizes each trend in 1-2 paragraphs with statistics and examples. The trends include tinkering and experimentation becoming more common, guilt money funding partnerships, countries and states questioning large unions, older adults seeking new roles, organizations rebranding themselves, emerging economies replacing BRIC countries, workplaces adapting to younger generations, alternatives to capitalism being discussed, the human microbiome being studied, long-form television becoming popular, smarter cars but walking becoming more valued, mobile payments replacing cash and cards, virtual living increasing hands-on hobbies, and artisanal products growing in popularity.
1. The document discusses 14 trends for 2014. It notes that trendspotting has become more democratic as everyday people can now identify and share trends online.
2. The top trend is seen as "tinkering and experimentation" as people work to address problems in a world that feels dysfunctional through grassroots solutions rather than top-down approaches.
3. Other trends include "guilt money" funding innovative public-private partnerships, debates over countries and states breaking up, older adults reinventing retirement, organizations like the Catholic church rebranding, and millennials reshaping the workplace.
The document discusses several trends related to society and the environment in 2016. It notes that climate change is entering everyday lives, sparking new approaches from individuals, businesses, and governments. Renewable energy is becoming more profitable as technologies advance and costs decline. Solar power in particular is nearing price parity with fossil fuels. There is also a shift towards more pluralism in society as diversity increases and traditions are increasingly questioned. Younger generations are driving changes through their embrace of technology and emphasis on equality.
This document discusses the differences between periods of economic and market conditions. It notes that in the 1970s, inflation-adjusted returns hit -75%, while the 1980s-90s saw the emergence of new technologies that drove wealth creation. Currently, interest rates are at historic lows, making equities relatively more appealing. The author argues that distinguishing periods when fundamental factors are truly different is important for investment decisions. Sometimes markets reflect collective madness, while other times data shows a real change. Investors need to recognize differences in economic environments.
This document summarizes key points from the book "Abundance" by Peter Diamandis and Steven Kotler. The authors argue that recent technological advances have put humanity on the cusp of unprecedented peace, prosperity and well-being. While conditions like poverty, disease, and violence have significantly improved over the past 50 years, the authors believe the next 10-20 years will see even greater improvements due to factors like increasing access to information, communication technologies, and the ability of small groups to take on large challenges. The document provides examples of how daily life has improved over recent decades and centuries, and argues against dismissing the authors' optimistic view of the future.
Marketing to Seniors: 6 Myths vs. RealitiesNextpoint
The text in this SlideShare originally appeared in an orange magazine article titled "Senior Moment," by Rebecca Rolfes. orange is a content marketing magazine published by Imagination, a Chicago-based content marketing agency for thought leaders.
The Future 100: Trends and change to watch in 2015Grzegorz Kosson
This document provides a summary of 100 trends to watch in 2015 across various categories such as culture, beauty, brands, food/drink, innovation, lifestyle, luxury, retail, sustainability, travel, and technology. Some key trends highlighted include the growth of mega-cities in China, a resurgence of feminism powered by social media, consumers focusing more on mortality linked to health awareness, children becoming very technologically advanced at young ages, Millennials drinking less alcohol and embracing healthy lifestyles, many films in 2015 being sequels and remakes seeking familiarity, and companies adapting workplaces and programs for an aging workforce.
Trends Review, a document which tries to synthesise and abstract all that we have learnt in our consumer projects to identify trends with continuity over time.
Our consumer projects to identify trends with continuity over time. For obvious reasons, none has been as complex as this one.
Within a context of generalised change, in the case of this document there are some elements of continuity in the philosophy with which we approach it.
12th-14th May,2020 -the FT launched The Global Boardroom, a new live-
streamed three-day event gathering "the most influential voices" from policy, business, tech and finance to offer a comprehensive picture of the global response to the Covid-19 crisis.
The document discusses how the COVID-19 pandemic has impacted perceptions of time, distance, and accessibility. It suggests that while lockdowns have given people more time at home, this time often feels elongated yet stressful. It also discusses how the pandemic has increased support for local businesses but also highlighted global interconnectedness. The document argues that brands will need to adapt to these changing perceptions around time, distance, and accessibility to better meet consumer needs and expectations in 2021.
Post Covid-19: A BBH briefing to marketing leadersHarry Guild
Our first briefing on COVID was about how to keep trading as we headed into the crisis. In this briefing, we look at how to plan for the other side. In short, how to emerge well.
We cannot see into the future. Instead, we would always argue for a data-led position gilded with imaginative possibilities. While we outline how new spending attitudes and altered routes to market will affect the near-term, more broadly than that, this is a moment in time to make brands better for people. We should grasp that.
We cannot see into the future, but we can help invent it.
The document discusses key trends and concepts for 2015 that will impact businesses and consumers. Some of the major themes discussed include a need for sustainability and corporate social responsibility in the face of environmental challenges. Businesses will need to focus on well-being, transparency, and developing trust-based relationships with consumers. Rapid technological changes will influence privacy, security, and how people interact through smart and wearable devices.
The document summarizes Peter Peterson's opening remarks at the 2010 Fiscal Summit. He outlines three goals for the summit: reaching consensus on the magnitude of the fiscal challenge, potential solutions, and how to educate citizens. Peterson expresses concern over unsustainable long-term deficits and stresses the need to address the issue before a crisis occurs to preserve important social programs and America's leadership role in the world.
An advertising industry first, Ogilvy & Mather’s Cross-Cultural Report: Findings provide new model to help brands build value and relevancy for “The New General Market”.
Through the development of Ogilvy & Mather’s Cross-Cultural Report, we identified a major shift in the way we perceive and market to our clients’ customers. In the report we explain this shift and the manner in which we need to respond to it. The stakes are high. It’s no exaggeration to say that this is a change-or-die moment for many players in our industry. We believe that with this blueprint we are poised to prosper rather than perish. And we believe that David Ogilvy, who had great respect for the consumer and a deeply held belief in constant adaptation, would have approved.
After reading the Cross-Cultural Report you should understand the following:
1. The business case as to why brand and marketing leaders should shift their planning and investment approach for “The New General Market.”
2. The cross-cultural disciplined approach versus the current general market and multicultural marketing approach.
3. How the application of the Ogilvy & Mather Cross-Cultural Strategic Territories helps builds brands for The New General Market.
4. How the Ogilvy & Mather Cross-Cultural Matrix helps brands assess their current cross-cultural position and our approach for building brand value.
Public Engagement In The Conversation AgePiaras Kelly
This document discusses several topics related to public engagement in the conversation age, including:
1. Trust in financial institutions and governments has collapsed due to the global economic crisis, and restoring confidence and trust will be key to recovery.
2. The financial services sector has seen a significant decline in trust, particularly banks, and rebuilding trust with citizens will require adapting communications strategies to new digital channels.
3. Other industries like hedge funds and insurance have been less directly impacted but still face challenges in engaging external stakeholders and avoiding excessive regulation due to negative perceptions.
4. Public relations is evolving towards a model of public engagement that converges different communications disciplines and emphasizes constructive dialogue between citizens, businesses, and governments.
Once dominated by a largely young consumer base, the Middle East and North Africa (MENA) region is at a demographic tipping point. This executive summary version of Generation BOLD, an Innovation Group MENA report, looks at over-50s in the region, who are reinventing cultural preconceptions about aging and retirement.
This document provides 14 trends for 2014. The trends include: 1) tinkering and experimentation becoming more common as people try to solve problems on their own, 2) guilt money funding innovative public-private partnerships, 3) debates around countries and states considering breaking up, 4) older adults seeking new roles and redefining life after middle age, 5) organizations like the Catholic church rebranding themselves, and 6) emerging economies like the MINT countries gaining prominence as the BRICs lose momentum.
It’s time for a move to the Middleburbs, where we take refuge in content safe havens and our brand expectations are continuously rising. And with a new generation of tech-obsessed consumers entering adulthood, today’s cultural landscape is changing and creating new opportunities for marketers. Mindshare North America's latest Culture Vulture Trends report is here, unveiling the latest consumer shifts and cultural trends forecast to grow over the next year.
The document discusses potential alternatives to capitalism, focusing on cooperative models. It argues that capitalism is currently failing to deliver on promises of growth, employment, returns, and stability. It is also generating large negative externalities like inequality, environmental damage, and public sector costs. The private sector alone cannot correct these issues. Cooperatives may offer remedies by outperforming traditional businesses financially, increasing competition, prioritizing social/environmental costs, and reconnecting economic indicators with reality. Transitioning toward more cooperative utilities, retailers, banks, and other businesses could help. The government could also incentivize cooperatives through taxation, spending, and regulation that rewards positive behaviors.
The document provides 14 trends for 2014. It summarizes each trend in 1-2 paragraphs with statistics and examples. The trends include tinkering and experimentation becoming more common, guilt money funding partnerships, countries and states questioning large unions, older adults seeking new roles, organizations rebranding themselves, emerging economies replacing BRIC countries, workplaces adapting to younger generations, alternatives to capitalism being discussed, the human microbiome being studied, long-form television becoming popular, smarter cars but walking becoming more valued, mobile payments replacing cash and cards, virtual living increasing hands-on hobbies, and artisanal products growing in popularity.
1. The document discusses 14 trends for 2014. It notes that trendspotting has become more democratic as everyday people can now identify and share trends online.
2. The top trend is seen as "tinkering and experimentation" as people work to address problems in a world that feels dysfunctional through grassroots solutions rather than top-down approaches.
3. Other trends include "guilt money" funding innovative public-private partnerships, debates over countries and states breaking up, older adults reinventing retirement, organizations like the Catholic church rebranding, and millennials reshaping the workplace.
The document discusses several trends related to society and the environment in 2016. It notes that climate change is entering everyday lives, sparking new approaches from individuals, businesses, and governments. Renewable energy is becoming more profitable as technologies advance and costs decline. Solar power in particular is nearing price parity with fossil fuels. There is also a shift towards more pluralism in society as diversity increases and traditions are increasingly questioned. Younger generations are driving changes through their embrace of technology and emphasis on equality.
This document discusses the differences between periods of economic and market conditions. It notes that in the 1970s, inflation-adjusted returns hit -75%, while the 1980s-90s saw the emergence of new technologies that drove wealth creation. Currently, interest rates are at historic lows, making equities relatively more appealing. The author argues that distinguishing periods when fundamental factors are truly different is important for investment decisions. Sometimes markets reflect collective madness, while other times data shows a real change. Investors need to recognize differences in economic environments.
This document summarizes key points from the book "Abundance" by Peter Diamandis and Steven Kotler. The authors argue that recent technological advances have put humanity on the cusp of unprecedented peace, prosperity and well-being. While conditions like poverty, disease, and violence have significantly improved over the past 50 years, the authors believe the next 10-20 years will see even greater improvements due to factors like increasing access to information, communication technologies, and the ability of small groups to take on large challenges. The document provides examples of how daily life has improved over recent decades and centuries, and argues against dismissing the authors' optimistic view of the future.
Marketing to Seniors: 6 Myths vs. RealitiesNextpoint
The text in this SlideShare originally appeared in an orange magazine article titled "Senior Moment," by Rebecca Rolfes. orange is a content marketing magazine published by Imagination, a Chicago-based content marketing agency for thought leaders.
The Future 100: Trends and change to watch in 2015Grzegorz Kosson
This document provides a summary of 100 trends to watch in 2015 across various categories such as culture, beauty, brands, food/drink, innovation, lifestyle, luxury, retail, sustainability, travel, and technology. Some key trends highlighted include the growth of mega-cities in China, a resurgence of feminism powered by social media, consumers focusing more on mortality linked to health awareness, children becoming very technologically advanced at young ages, Millennials drinking less alcohol and embracing healthy lifestyles, many films in 2015 being sequels and remakes seeking familiarity, and companies adapting workplaces and programs for an aging workforce.
Trends Review, a document which tries to synthesise and abstract all that we have learnt in our consumer projects to identify trends with continuity over time.
Our consumer projects to identify trends with continuity over time. For obvious reasons, none has been as complex as this one.
Within a context of generalised change, in the case of this document there are some elements of continuity in the philosophy with which we approach it.
12th-14th May,2020 -the FT launched The Global Boardroom, a new live-
streamed three-day event gathering "the most influential voices" from policy, business, tech and finance to offer a comprehensive picture of the global response to the Covid-19 crisis.
The document discusses how the COVID-19 pandemic has impacted perceptions of time, distance, and accessibility. It suggests that while lockdowns have given people more time at home, this time often feels elongated yet stressful. It also discusses how the pandemic has increased support for local businesses but also highlighted global interconnectedness. The document argues that brands will need to adapt to these changing perceptions around time, distance, and accessibility to better meet consumer needs and expectations in 2021.
Post Covid-19: A BBH briefing to marketing leadersHarry Guild
Our first briefing on COVID was about how to keep trading as we headed into the crisis. In this briefing, we look at how to plan for the other side. In short, how to emerge well.
We cannot see into the future. Instead, we would always argue for a data-led position gilded with imaginative possibilities. While we outline how new spending attitudes and altered routes to market will affect the near-term, more broadly than that, this is a moment in time to make brands better for people. We should grasp that.
We cannot see into the future, but we can help invent it.
The document discusses key trends and concepts for 2015 that will impact businesses and consumers. Some of the major themes discussed include a need for sustainability and corporate social responsibility in the face of environmental challenges. Businesses will need to focus on well-being, transparency, and developing trust-based relationships with consumers. Rapid technological changes will influence privacy, security, and how people interact through smart and wearable devices.
Rebooting 2020: A Story of COVID-19, and Shifting PerceptionsDrishti Sengupta
In these uncertain times, the Research LAB of Mavericks India, a Reputation Management Advisory, set out to explore the current attitude, anticipated trends, and future predictions for a post-COVID world. The insights highlighted the transformation of the digital space, acceptance of working from home as a norm, the impact on mental health as well as the economic ramifications of the ordeal. Over 600 respondents across demographics and the country were surveyed to arrive at the results.
12th-14th May,2020 -the FT launched The Global Boardroom, a new live-
streamed three-day event gathering "the most influential voices" from policy, business, tech and finance to offer a comprehensive picture of the global response to the Covid-19 crisis.
The document summarizes highlights from day two of The Global Boardroom, a three-day virtual event hosted by the Financial Times discussing the global response to the Covid-19 pandemic. Key discussions focused on the economic impact, China's future economic dominance, investment opportunities, responsible business practices, the future of various industries like automaking, and lessons that can be learned from previous crises. Remote working was also assessed as being more common going forward, though the office is unlikely to disappear. Cooperation and a focus on sustainability were emphasized as important to global recovery.
The document discusses how the COVID-19 pandemic has led to fundamental shifts in how people view work and their relationships. People now prioritize independence and work-life balance over traditional employment, fueling the rise of side jobs and remote work. This has given people more agency over their lives but has also put pressure on organizations to adapt.
Ryan Holmes is optimistic about social media's potential to be used for good despite current issues around privacy, security, and misinformation. He believes social networks will address these problems and emerge in a better place. Holmes argues that every new technology has both beneficial and harmful uses, and while social media has enabled positive movements, its ability to spread "fake news" must be addressed through improved content validation and individual discernment. He advocates reserving optimism about technology's future impact despite present challenges.
Thinking about developing business leadership for the post covid worldYing wei (Joe) Chou
The document discusses the need to develop business leadership skills for the post-COVID world. It describes a model developed at Sacred Heart University's Center for Nonprofits that may provide students with the skills, attitudes and values required for successful social entrepreneurship. Over 15 years, 925 MBA students have completed 260 consulting projects for 125 nonprofit clients, totaling 65,000 volunteer hours and $60,000 in consulting services to help nonprofits. The model emphasizes developing students' "knowing," "doing," and "being" to prepare them for leadership in a world that demands both business acumen and social purpose.
The document discusses tensions between fear and hope in today's global culture, with some economies and individuals driven more by fear and pessimism while others embrace optimism. It also examines related trends like renewed focus on self-reliance, simplicity, connectivity through social networks, generosity, and rebuilding trust through understanding and flexibility.
"It is clear that in a crisis, the rules do not apply. This which makes you wonder why they are rules in the first place. This is an unprecedented opportunity to not just hit the pause button and temporarily ease the pain, but to permanently change the rules so that untold millions of people aren’t so vulnerable to begin with".
Shared some interesting thoughts on the Coronavirus (Covid-19) crisis in regards to capitalism and society.
Please like, share and enjoy the read.
This document provides a summary of the latest research and insights from Ipsos teams around the world. It includes short summaries of research on topics such as innovation, branding, corporate communications during COVID-19, concerns related to the pandemic, views of various countries, and the upcoming US election. The goal is to present concise overviews of important Ipsos work in an easy to digest format. Links are included for those wanting more details on specific research areas.
Millennials have gotten more attention, but aging baby boomers represent a vast opportunity for marketers at consumer goods and other companies. Based largely on research by ReD Associates, our collaborative paper explores how you can effectively address boomers' changing roles, lifestyle shifts, major purchase patterns, and other behaviors and characteristics.
This document discusses how companies can better serve baby boomers as they enter retirement and middle age. It argues that this stage of life, called the "second coming of age", leads to significant lifestyle changes as boomers reassess their lives and seek to realize dreams. Companies that understand this opportunity can cater to boomers' changing needs through major purchases and lifestyle shifts in areas like home renovations, travel, health, and hobbies. By helping boomers feel active and engaged in this new life stage, companies can gain business from both one-time purchases and ongoing consumption patterns. The document advocates moving beyond superficial aging-focused products to truly understand boomers' experiences and develop offerings that help them enjoy this period.
Research portfolio cm2300 4 fatima al sowaidi6006284SHIVA101531
This document contains a research portfolio for a student named Fatima Al Sowaidi. It includes an APA title page, report outline, and summaries of 4 sources related to marketing campaigns by Coca-Cola.
The summaries provide high-level overviews of the key information and focus of each source. Source 1 is a journal article discussing Coca-Cola's marketing campaigns and their impact on children's exposure to unhealthy foods. Source 2 is an online article about the failed "New Coke" campaign. Source 3 describes Coca-Cola's most memorable ad campaigns. And Source 4 reviews 10 of Coca-Cola's successful digital marketing campaigns.
Cashing in big_on_the_health_and_wellness_industryJimmySSiluvayyan
Dear Readers,
Ever thought of making money in an industry with a HUGE market demand,
UNPARALLELED growth potential and MASSIVE income possibilities? How would
you like to position yourself strategically and tap into one of the largest trends in the
history of mankind? Look no further. This book will reveal to you how the HEALTH and
WELLNESS industry holds the key to any budding entrepreneur on how to cash in on a
rising trend.
Now, think back
Navigating Downturn Alley - The PRactice May 2016 issueThe PRactice
The startup environment in India is still positive but there are some signs of trouble in this ‘paradise’. Our 4th Viewpoint Roundtable – Navigating Downturn Alley – was aimed at highlighting ways in which startups can build greater brand relevance in good times in order to make it through the not-so-good ones. But is all this talk of a recession and systemic issues in the startup ecosystem overblown? One of our guest writers explains why she thinks so. We also explore the links between CSR, charity and business cycles through past recessionary data and a conversation with the Bangalore head of a charitable trust.
El documento describe varias tendencias clave que podrían surgir en 2023. Estas incluyen un aumento del autoritarismo y el hambre de poder, un creciente desencanto y apatía del público ante la incertidumbre continua, y un enfoque más rentable de la sostenibilidad donde las empresas ven el cuidado del medio ambiente como una oportunidad comercial. El documento también analiza cómo estas tendencias podrían afectar a las marcas y los consumidores.
El documento resume las principales tendencias que se esperan para el año 2022. Señala que la pandemia de Covid-19 continuará afectando la vida de las personas, aunque las vacunas han detenido los casos graves. También advierte que la polarización política seguirá aumentando en muchos países, poniendo en riesgo la democracia. Del lado positivo, destaca los avances tecnológicos y la creciente conciencia de los consumidores sobre temas como el impacto ambiental y la economía circular.
1. O documento discute tendências sociais e culturais para 2021. A pandemia acelerou mudanças nas prioridades das pessoas e nas expectativas em relação às marcas e instituições.
2. O debate sobre o futuro do capitalismo continuará no centro das discussões, com foco na desigualdade e na necessidade de reformas para um sistema mais sustentável e que beneficie todas as partes interessadas.
3. As marcas terão o desafio de promover esperança de forma moderada, reconhecendo a incerteza e as dificul
Los temas que impactarán a los ciudadanos en el 2021. Las tendencias que marcarán la vida de los consumidores.
Para descargar el documento: https://juanisaza.files.wordpress.com/2021/01/tendencias-2021-esp.pdf
1. O documento discute as tendências globais para 2020. Muitas das divisões políticas e sociais de 2019 se aprofundarão ainda mais em 2020, e questões como ansiedade, busca pela verdade e sustentabilidade continuarão sendo relevantes. A corrida presidencial dos EUA terá grande influência no clima político global.
2. As pessoas e empresas darão mais importância à saúde mental em 2020 e questionarão padrões como longas jornadas de trabalho. Também veremos esforços para garantir equilíbrio entre vida profissional e pessoal,
Las tendencias que marcarán la agenda de los consumidores en este 2020. Una compilación de los temas que serán importantes en la vida de los ciudadanos y que sirven a las compañías y marcas para identificar oportunidades de negocio.
As tendências que impactarão a vida dos consumidores em 2019. Uma compilação dos temas que serão importantes na agenda dos cidadãos e que ajudam as empresas e marcas para identificar oportunidades de negócios.
Las tendencias que impactarán la vida de los consumidores en el 2019. Una compilación de los temas que serán importantes en la agenda de los ciudadanos y que sirven a las compañías y marcas para identificar oportunidades de negocio.
O documento discute as tendências e desafios que podem surgir em 2018. Apresenta três principais tópicos: 1) O medo continuará presente em 2018 devido a ameaças como ataques terroristas e hackers; 2) A obscuridade e falta de confiança no mundo da "pós-verdade" fará com que as pessoas duvidem de tudo e de todos; 3) Haverá um foco maior no autocuidado e bem-estar pessoal em meio a um mundo hostil e incerto.
El documento resume las tendencias clave que podrían afectar a las marcas en 2018. Se prevé que el miedo y la incertidumbre política continuarán en 2018, lo que llevará a los consumidores a buscar espacios de seguridad y tranquilidad. También se espera un aumento del escepticismo hacia las noticias, las redes sociales y los políticos debido a la "era de la posverdad", lo que impulsará el interés por el autocuidado y bienestar personal. Las marcas deberán ofrecer mensajes de esperanza y
Este documento presenta 8 tendencias clave para el año 2017. La primera tendencia es "Puro Poder" y describe cómo el autoritarismo se convertirá en un tema importante a medida que los líderes busquen imponer su voluntad sobre las instituciones. La segunda tendencia es "No es Cierto" y analiza cómo en una era de "post-verdad", será difícil distinguir entre lo verdadero y lo falso. La tercera tendencia es "Hago el Muro" y explica cómo las personas buscarán aislarse en grupos cerrados con personas similares.
Tendências 2016 | Juan Isaza | The Insight PointDDB Latina
O documento discute 8 tendências para 2016. A primeira tendência é a polaridade extrema no mundo, com debates entre posições ideológicas opostas em questões como imigração e desigualdade. A segunda tendência é o surgimento de novas celebridades nas redes sociais e influenciadores digitais. A terceira tendência é o crescimento de novos grupos majoritários como mulheres, LGBTs e minorias étnicas.
Trends 2016 | Juan Isaza | The Insight PointDDB Latina
T5. Legally Illegal
- In 2016, views on legality will continue to change as individuals and societies question what should and should not be considered legal. Marijuana legalization will spread for medical and recreational use.
- Other currently illegal drugs may gain acceptance in limited contexts like microdosing LSD in technology companies.
- People will feel empowered to determine what is "legal" for themselves based on ethics rather than laws, using services like ride-sharing even if prohibited. Cryptocurrencies will further distance from any association with illegality.
Este documento presenta 8 tendencias clave para 2016. Estas incluyen: 1) polaridad extrema debido a temas como inmigración y terrorismo, 2) el surgimiento de "neo-celebridades" como influenciadores en redes sociales, y 3) que grupos tradicionalmente marginados como mujeres, minorías sexuales y ancianos se convertirán en las nuevas mayorías. Otras tendencias son 4) la adopción de trabajos flexibles a tiempo parcial y por proyectos, 5) una mayor discusión sobre lo que es legal versus ilegal, 6) el des
Tendencias 2014 The Insight Point - Tendencias Consumidor 2014. Consumer TrendsDDB Latina
La Unión Europea ha acordado un paquete de sanciones contra Rusia por su invasión de Ucrania. Las sanciones incluyen restricciones a las transacciones con bancos rusos clave y la prohibición de la venta de aviones y equipos a Rusia. Los líderes de la UE esperan que las sanciones aumenten la presión económica sobre Rusia y la disuadan de continuar su agresión contra Ucrania.
Tendencias de consumidor 2013 The Insight PointDDB Latina
Tendencias del Consumidor 2013. The Insight Point. www.juanisaza.com. Nuevas observaciones que apoyen estas tendencias podrán consultarse en http://pinterest.com/juanisaza/
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2. We just finished the most
unpredictable year of our recent
history. Although the possibility of a
black swan that could radically
change our reality was part of the
conversation for a couple of years,
we never imagined that it would
come in the form of a pandemic of
such proportions.
Covid-19 has served to accelerate many of
the social changes that we were already
experiencing and something we have
written about: the pressure for brands and
institutions to take a stand on social
problems, the mistrust of the truthfulness
of the news, the citizen’s fears about the
future of our planet, the importance of
mental health, the questioning of
capitalism, and the increasing importance
that our home would have as the center of
our activities. These are the topics we saw
come to the forefront through the Covid-19
lens.
It is not easy to predict what the new year
will be like, but there is no doubt that today
we have more studies, analyses and
projections than ever before. So, even if it
is a year of uncertainty, perhaps the most
difficult thing for us when writing this
report has been choosing among so many
collected observations.
A lot of material is left out. However, I am
sure that this report gives a good account
of the path societies are taking and that,
without a doubt, it helps to reduce
uncertainty for companies and brands
when it comes to understanding cultural
changes.
With best wishes for a year of great
inspiration, we invite you to read,
comment on and discuss these 2021
Trends.
CLASS
OF 2021
3. THE 8
FOR 2021
INDIVIDUAL REDESIGN4
AMPHIBIOUS LIFE3
SOFT CAPITALISM2
REALISTIC OPTIMISM1
SHAMEFUL GUILT8
THINK HUMAN7
NORMAL DISTRUST6
DOCTOR MYSELF5
4. For many, Biden’s victory has represented the peace
of mind of having a moderate president who will look
for a return to diplomacy. However, the way Trump is
reacting is cause of continued concern and, with it,
comes the difficulty of starting the much needed
reconciliation. As several analysts have said, the key
to Biden’s victory is not promising major structural
changes, but bringing the country (and the world) to a
moment of calm. Many will feel that the temperature
will drop after so many years of polarization, but the
confrontations will continue, and it will take a lot of
time and leadership to get societies to reconcile.
The feeling of positivity will also be questioned in the
economic sphere. While many predict a very good
stock market performance, in 2021, the commitments
and fiscal reforms that will have to be made to be able
to pay all the money that has been used for financial
relief around the world will begin to be evident.
According to World Bank estimates, 150 million
people will move towards extreme poverty. Even those
whose income has not been affected will keep their
expenses under control.
1
REALISTIC OPTIMISM
If the news about the development of the vaccine
has given us anything, it is optimism. However, it
will be moderate, because the uncertainty about
the return to normalcy will keep us vigilant. It will
be a year in which reconciling forces will come,
but nevertheless polarization will not end. 2021 is
a year to celebrate progress, but at the same time,
we must avoid being too optimistic.
5. We will have learned a sense of vulnerability
from the pandemic. According to a study by
Pew Research Center, 86% of interviewees
think that Covid-19 provides important
lessons to humanity on the care of the
planet, life priorities and the importance of
health. As a species, we have not felt so
exposed to danger in a long time. As we
overcome the pandemic, many will celebrate
those new lifestyles that are perceived to be
much more compatible with a sustainable
future. However, we will inevitably talk about
new fears as a result of the planet’s
deterioration, internal terrorism or nuclear
threats.
The “preppers” community will continue to
grow, those people who seek to be fully
prepared for adverse situations caused by
climatic, political or health reasons. It is
estimated that there are close to 15 million of
them in the United States. Contrary to what
one might think, “preppers” are not obsessive
followers of conspiracy theories. They are
people who design plans, provide or even
build bunkers for themselves, where they can
take refuge. This year may have awakened
the desire for self-defense in many citizens.
In fact, 2020 was the year in which the most
weapons were sold in the United States since
the existence of a registry.
Optimism will also be moderate when talking
about China, the power that seems to
generate more distrust than peace of mind
for the future of the world. The concern
regarding its growth and development as
such will remain. “China inspires fear and
suspicion more than admiration,” says the
chief editor of The Economist, talking about
the future of global leadership. Because of all
this, now more than ever, we will take good
news with a grain of salt.
FOR BRANDS:
Realistic optimism gives brands a very
clear mission: we have to sow hope, we
have to give encouragement, we have
to help citizens dream and nourish
their motivations. However, we have to
do it in moderation. The state of mind
of each society will have to be carefully
monitored. The devastating effect on
the income of many people will
prohibit them for dreaming. The
vaccine does not necessarily mean that
the nightmare will be left behind,
because the distrust of its side effects
will cause many to fear. Brands will
have the immense opportunity to help
sell optimism and the future, but will
still keep their feet on the ground.
Beware of inviting people to shop
impulsively.
REFERENCES:
http://bit.ly/howbidenwontime
http://bit.ly/150millspoverty
http://bit.ly/lessonsfromcovid
http://bit.ly/preppersbbc
http://bit.ly/recordsoldweapons
http://bit.ly/chinainspiresfear
6. Once again, the concept that seems to be pulling the
strings of the world is the concern of inequality.
Protests have been attributed to this issue, the result
of injustices or a lack of opportunities related to race,
gender, or access to basic services. As many have
reported, the pandemic will increase the levels of
inequality. The Organization for Economic
Cooperation and Development has reported that the
world’s 37 richest countries face the highest
inequality rates in 50 years. According to many, we
have reached a point where a new model is
necessary.
The World Economic Forum has launched the
concept of “The Great Reset,” a way of expressing the
need to challenge many of the principles that govern
capitalism. In the new year, many people will be
talking about ‘stakeholder capitalism’, (i.e., an
economic system in which the interests of
consumers, employees, suppliers and investors
coexist), seeking for everyone to win, and, in this way,
making it truly sustainable.
2
SOFT CAPITALISM
A year ago, we said that the future of
capitalism would be at the center of the
discussion. And that’s just how it was. The
pandemic has just opened the way for this
polarizing debate and has gained consensus
on the need for reform. Inequality will continue
to be the driving force behind this debate
which involves companies and their
commitment to help close gaps.
7. The Long-Term Stock Exchange was
launched last September, a public market
where only those companies that meet
environmental and social standards can be
listed, as well as transparency and legal
accounting similar to those required for
certification as a B Corporation. According to
Deloitte, in 2021, we will see how the world
moves towards ‘social enterprises’ based on
the importance that the presidents of
companies will give to the social impact of
their businesses, as a result of the increasing
pressure that younger generations are
exerting.
The new model will continue to denounce
gender inequities to remind us that during
the pandemic, working mothers have been
the most affected. Although at first glance,
working from home seems convenient for
them, it is harmful because it puts them at a
disadvantage in the face of many
opportunities. Lyz Lenz, author of issues
related to women’s rights, drew attention in a
Time article about mothers who are quitting
their jobs because of the model’s
unsustainability: “When women leave the
workforce, society will call it a choice. In
reality, it's a failure of the system.”
Citizens will ask for an economic model that
is based on collaboration rather than on
fierce competition. During the pandemic, we
have spoken insistently about the
importance that consumers are giving to
buying from small, local businesses.
Complaints about inequality will also affect
companies: the enormous profits that
corporations such as large technologies have
earned will often be compared with the
difficulties that small businesses will face in
their struggle to survive.
FOR BRANDS:
In the year that ended, it became
almost impossible to talk about brand
building without talking about purpose.
However, many companies still do not
really understand the concept and still
confuse it with the business mission.
In 2021, the commitment to enable
people to live better through real
actions led by brands will be the
minimum that consumers expect.
Commitment will mean real initiatives
and tangible actions. Thinking about
how the brand can help bridge the gaps
in opportunities to reduce some form
of inequality can be the source of good
brand ideas. Giving access to the
products for those who cannot pay for
them can also be a way of reducing
inequality.
REFERENCES:
http://bit.ly/pandemicinequality
http://bit.ly/greatresetcapitalism
http://bit.ly/longtermstockexchange
http://bit.ly/thesocialenterprise
http://bit.ly/wfhnotgoodforwomen
http://bit.ly/momsworkforce
8. As soon as mobility restrictions were issued, as
citizens, we transformed our homes into places of
work, study, training or fun. According to research
from Stanford University, by mid-year, 42% of North
Americans were working remotely. And although
many trades that require labor or physical presence
could not be adapted, the volume of workers from
home is considered a historic transformation of the
labor market. Today, we know that workspaces will
be flexible and that we will be able to work easily
from almost anywhere.
Likewise, we learned to hold work, family and
friends’ meetings through digital platforms. A
precedent has been set: many people will combine
travel and commuting in cities with virtual
meetings. Telemedicine, which until recently
seemed to be full of limitations, will be
consolidated as an option for many situations or
specializations. It is worth reviewing the case of
China, where the number of telemedicine providers
quadrupled in the last year.
3
AMPHIBIOUS LIFE
Perhaps the first thing we discovered from the
lockdown was the incredible adaptability that
we, as human beings, have. The greatest
inheritance that the pandemic will leave us will
be that we have become “ambidextrous.” That
is, we will move more and more easily between
physical and digital spaces, between work and
rest, between the countryside and the city, or
between informality and composure.
9. According to a McKinsey report, shortly after
the lockdown began, the number of users who
claimed to have purchased groceries through
online platforms had doubled. This does not
mean that physical spaces like the
supermarket will disappear, but consumers will
move more and more comfortably between the
physical and virtual. As Deloitte says in its
report: “We expect in-person and digital
experiences to become more seamless and
intertwined”. Medium and small businesses
have found a way of being amphibious in
platforms like Shopify (which doubled in size
during 2020), allowing their customers new
ways of access.
Those who were able to escape from the cities
understood that working remotely could be
coupled with a less suffocating environment
and a lesser feeling of confinement. We will be
more and more convinced that it is possible to
live that hybrid life between the countryside
and the city. Pinterest, in its 2021 trends,
speaks of nomadic life and explains that,
whether as an escape, due to the impossibility
of flying, or as an opportunity thanks to remote
work, “nomadding is the new jetsetting.”
Working from a cabin in the mountains or from
a mobile home in the middle of the desert has
shown that it is possible to move between
work and rest, or between leisure and
obligations.
Some people will say that this ability to move
comfortably between spaces and situations
that previously seemed antagonistic is the
result of the liquid world we have talked about
for many years. That's for sure. However,
thanks to the pandemic, it has been legitimized
forever. It is worth mentioning concepts such
as “athleisure,” clothing that allows us to move
between situations of sports, rest or work. The
proof is that leading clothing brands in this
trend have realized that the pandemic has
caused historic growth in their sales.
FOR BRANDS:
We know that today, consumers see
omnichannel retailing as the result of
the empathy of brands that understand
their needs and lifestyle. The biggest
challenge for brands will also be to be
amphibious, capable of mastering both
the physical and the virtual worlds.
With the rise of ‘social commerce’, it is
worth mentioning the experiment that
Burberry is developing in Shenzhen,
China, where it has created a physical
space of 540 square meters that
combines physical, online and social
worlds into the same experience,
developed by the technology company
Tencent and which can be accessed
through its WeChat messaging
platform.
REFERENCES:
http://bit.ly/workfromhomeeconomy
http://bit.ly/telehealthchina
http://bit.ly/digitaladoptioncovid
http://bit.ly/seamlessexperiences
http://bit.ly/shopifyfinancials
http://bit.ly/pinterestnomads
http://bit.ly/athleisurepandemic
http://bit.ly/burberrysocialretail
10. As we look at the new world with a better
perspective, we discover the impact that the crisis is
generating, particularly among the youngest people.
According to Reuters, the unemployment level of
Generation Z will leave them with what economists
call “scarring,” which for years will impact their
income, work perspectives and even mental health.
That is why many people will begin to look for a way
to reinvent themselves. According to a study cited
by Trendwatching, 76% of young people agree that
“the pandemic had inspired me to take positive
action to improve my own life.”
Many people know that they will never work again as
employees of a corporation. Proof of this is that in
the fourth quarter of 2020, the U.S. Census office
reported the highest application growth for the
creation of new businesses that it has ever
registered. For many people, the pandemic has
meant going back to living with their parents. In fact,
in the United States, 52% of young people aged 18 to
29 reported living with at least one of them, the
highest figure since 1940.
4
INDIVIDUAL REDESIGN
Among the questions that the pandemic has
brought with it, comes one about our own
personal and professional profile. Pressured by
unemployment or by jobs that are starting to be
replaced by automation, we will see a boom in
start-ups. In a world that desperately seeks to
incorporate differences, each one will seek to
flee being “normal.”
11. An important indicator that shows us the
desire for individual redesign is the
overwhelming growth of online education
platforms such as Udemy, whose registration
grew by 425% during the first months of the
pandemic. For Coursera, its growth surpassed
300%. The courses most in demand had to do
with the development of digital capabilities
that would lead to obtaining certifications in a
job market that has fewer and fewer job
descriptions and that increasingly hires for
skills and competencies.
More and more people will be hired directly
rather than by the institutions for which they
work. The boom that the OnlyFans platform
has had on which people can sell the content
they create directly to interested parties is also
interesting. While its expansion has been due
to adult content, it is interesting to wonder
whether the future of that particular industry in
regard to purchasing will go directly to
individuals instead of traditional websites. And
if that can be an analogy for what will happen
with many other professions.
Finally, and as part of this redesign that each
one makes of their own profile, it is evident the
importance that employers and customers will
continue to give to diversity. The author Arlan
Hamilton, in her book “It’s About Damn Time,”
asserts that minorities will be increasingly the
owners of the business world. That’s why
everyone will be concerned that their profile
doesn’t look like the “norm.” Having the three
“bi’s”: biracial, bisexual and bipolar, like the
singer Halsey, generates undoubted interest
for being a unique profile, as Time magazine
highlights in a report that includes her as one
of the leaders of the future. Ethnic origins,
disabilities or different sexual orientation will
help to shape authentic profiles in a world
where everyone who represents a claim for
something will be increasingly valued.
FOR BRANDS:
Individuals want to redesign their own
profile and, to do so, they will seek to
depart from the “norm.” That is why it is
counterproductive for some brands to
continue to create products, develop
services or create messages for
consumer stereotypes. But there is a very
complex line when talking about
inclusion and diversity. As several
authors have expressed, Black Lives
Matter, for example, has become a
fashionable topic that some brands
(including celebrities and political
figures) have appropriated and that
moves away from real goals such as the
fight against racism and oppression.
Brands will have to be increasingly
careful when it comes to climbing into a
social or political trends to avoid being
rejected.
REFERENCES:
http://bit.ly/genzworkreuters
http://bit.ly/millennialsurveytw
http://bit.ly/livingwithparent
http://bit.ly/boomofstartups
http://bit.ly/growthonlinecourses
http://bit.ly/onlyfanssuccess
http://bit.ly/bookitsaboutdamntime
http://bit.ly/halseynextgenleaders
http://bit.ly/blmgentrifiedbywhites
12. For a long time, health will continue to be the
central issue in our lives. We know that the Internet
has given citizens an alternative to have a second
opinion on what their doctors tell them. The
pandemic has given them the feeling of being
responsible for their own health and being able to
make decisions about whether or not the vaccine is
convenient, for example. According to a McKinsey
survey, 45% of adults in the United States say they
want to wait to see what happens with the vaccine
before they feel confident about getting it. They say
that they will wait between three and twelve
months, which can significantly delay the return to
normal.
Beyond Covid-19, food has become a universe with
which many explore their own bodies. While
intermittent fasting will continue to grow in its
number of fans, LSN Global talks about “Diet
Hackers” as a booming consumer segment that
rejects traditional diets looking for repairing,
balancing or optimizing their own bodies.
5
DOCTOR MYSELF
Covid-19 showed that many politicians feel that
they can turn science into an issue of opinions
rather than facts. Citizens, for their part, have
followed a similar trend, giving their opinion on
the risks of the vaccine or launching their own
theories about the most convenient measures to
stop the pandemic. The result: citizens who
become the chief physician of their own health.
13. They will explore with more meat substitutes
like the ones obtained from fungi, thanks to
offers like the one from Atlast, which hopes to
gain ground on plant-based options that have
grown in popularity.
However, experiments will not be limited to
food. Tests with psychedelic drugs and
cannabis derivatives will continue, with an
interest in overcoming anxiety, because we
will undoubtedly continue to see the impact of
the pandemic on mental health. And we will
get used to talking about mental illnesses
without feeling embarrassed. We will talk a lot
about sleep problems. Sleeping is the new
exercise: we will want to practice it, improve it
and measure it. Rituals, accessories and
applications that help us have more control
over our nightly rest will grow in popularity.
One of the topics that will best demonstrate
the power people have today in making
decisions about their bodies is the choice of
gender. In September, Time magazine
published a report with Kyl Myers, a
sociologist who talks about “gender creative
parenting” that talks about the experience of
her own son, whom she has raised as non-
binary, so that he or she can then decide the
gender to which he or she wants to belong.
Technology will allow us to explore the
potential of our bodies with projects such as
AlterEgo, a prototype developed by MIT, which
consists of a non-invasive device, capable of
capturing the orders that the brain gives to
our computer without the need to type or
pronounce words. We will see many projects
led by members of Generation Z—an age
segment obsessed with resolving the most
important problems of humanity— as was
evident in Time magazine’s recognition of the
“Child of the Year” for the first time in its
history.
FOR BRANDS:
Just as we once thought that all brands
were in the technology category, the
pandemic has caused all brands to
have a foothold in the health industry.
Cars, clothing, airlines, and food must
assure people that they are working
towards their health and well-being. A
good example is Apple’s latest Smart
Watch, which now detects blood
oxygen saturation levels. Although
some do not trust its accuracy, it
shows that the important thing is to
give the consumer the feeling that the
brand is doing something to add value
in their search for health. So, being
aware of consumers’ new health
concerns can drive innovation in
almost any industry.
REFERENCES:
http://bit.ly/mckinseyvaccine
http://bit.ly/diethackerslsnglobal
http://bit.ly/fungusamongusfc
http://bit.ly/timehowtosleep
http://bit.ly/alteregomitinterface
http://bit.ly/kidofheyear2020time
http://bit.ly/gendercreativeparenting
http://bit.ly/genzfutureopportunities
http://bit.ly/applewatchoxygen
14. Various studies picked up the word “uncertainty” as
the one that best expressed consumer sentiment
during the pandemic. And it still is. Perhaps it is
something from which we can no longer free
ourselves. We come from an automated world, with
big data and predictions. Suddenly, many plans fell
apart and we realized that we cannot blindly trust
man's ability to foresee dangers. In April, Michele
Wucker, an author who writes about the value of risk,
will publish her book entitled “You are what you risk,”
where she defends the need to re-examine our
relationship with uncertainty, danger, and
opportunities to live in a world that is increasingly
difficult to predict.
In 2021, distrust of the authorities will rise. After the
abuses committed by the police in the United States,
which sparked global indignation, the confidence
level of citizens dropped. According to Pew Research
Center, between 2016 and 2020, trust in the work
police do to prevent crime, in their use of force and in
the level of responsibility fell. This will continue to
impact our vision of authorities as a whole.
6
NORMAL DISTRUST
One of the terms we heard the most last year
was “the new normal”. To the point that it
caused exasperation. After a radical change in
our lives like the one that has brought the
pandemic, it will be difficult for us to trust the
authorities, governments, technology, or
brands again. Mistrust is the factor that will
best express the new normal.
15. In 2021, the implications of the use of drones in
the surveillance of citizens will continue to be
discussed. According to the World Economic
Forum, drone use for surveying has grown by
90%, with many questions such as systematic
racism. In the past year, companies like IBM,
Amazon and Microsoft stopped initiatives in
software development for facial recognition in
order to avoid favoring racist practices. The
feeling that citizens are left with is that the use of
new technologies for surveillance makes them
feel more insecure, not because of crime, but
because of the misuse of the data that the
authorities or even governments could carry out.
The mistrust will continue to surround
technology companies in the new year. Now with
more serious repercussions due to antitrust
claims. “The Social Dilemma,” which became the
most watched film on Netflix in September (an
achievement never imagined for a documentary),
is a reflection of the growing distrust with respect
to the interests of all major technologies whose
value is based on the use of data and
information.
That is why in 2021 we will see more efforts to
demonstrate care in the handling of user data
with measures such as the elimination of
Chrome’s cookies by 2022, announced by Google
a year ago. Deloitte is talking about Zero Trust as
one of the technology trends of the next year.
Cyberattacks will cause architectures to be built
that require many more validations regarding the
identity, device, or location of the user on each
connection.
Distrust will reinforce our desire to create our own
worlds where we are self-sufficient and where we
can feel that we have control. Trendwatching
talks about the growth of metaverses— virtual
collective spaces where we can have experiences
and interact. The “Metaverse Crossover” trend
tells us about the expansion of the use of these
spaces beyond video games, seeking out areas
such as e-commerce.
FOR BRANDS:
In 2020, we saw a rise in direct to
consumer (DTC) sales that led many
brands to review the shopping
experience that they had completely
delegated to distributors and retailers.
It is worth mentioning the case of
Gucci Live, a space where employees
take customer video calls, providing
them with fashion advice and
answering their questions about the
products individually. During the
pandemic, many brands took
advantage of digital tools so that their
sales forces could replicate the store's
experience using business models in
which advice or content that achieves
conversion is rewarded.
REFERENCES:
http://bit.ly/bookyouarewhatyourisk
http://bit.ly/pewresearchvsurveypolice
http://bit.ly/wefuseofdrones
http://bit.ly/facebookantitrust
http://bit.ly/socialdilemmasuccess
http://bit.ly/zerotrustdeloitte
http://bit.ly/metaversesecommerce
http://bit.ly/gucciliveservice
16. For many people, the pandemic was an accelerator
in the automation of many jobs, a trend that in any
case would have occurred sooner or later. The
debate on how to compensate or retrain workers
who remain unemployed will be part of the public
agenda. The debate between the human and the
automatic will make us think about the role that
human beings will have in the post-pandemic world.
The importance of artistic creation and beauty will
be discussed above mass production. One hundred
of the world’s foremost fashion industry leaders
were interviewed in Vogue’s famous September
issue to ask them about the future. Apart from
diversity, the most mentioned issue was the
importance of contributing more artistic creation on
a human scale, less quantity and more quality, less
massiveness and more appreciation. Deloitte, in its
marketing trends report, maintains that, in order to
successfully overcome the crisis, companies
“should view themselves as human entities that
mirror and support the values of those they are built
to serve.”
7
THINK HUMAN
Without us even imagining what it would mean to
live in a confined way, last year we had said that
consumers would spend more and more time in
their homes. After the pandemic, many will want to
go out again and travel, but home will continue to
be that small version of our world. In 2021, we will
think about distances, families, and moments
without great ambition or grandiloquent tones. We
will fight to stay in a world on a human scale.
17. The importance of the home reminds us of
the human scale. Many brands have taken
advantage of the moment and will continue to
offer alternatives for people to make the most
of their spaces. But, in addition to the home,
the neighborhood in which we live will be
valued more and more. Even before the
pandemic, Paris was implementing the 15-
Minute City project, looking for access to
everything on foot or by bicycle. This concept,
which is going in the opposite direction to the
urban planning we have always known, can be
the key to the economic reactivation of small
businesses and to making cities less
congested and livelier.
The education we will provide after the
pandemic will also include the value of small
scale. One of the trends that Singularity
University talks about for the future of
learning is the creation of “home-school”
pods, (i.e., small groups of a maximum of five
students who take classes virtually but do so
in a group setting so as not to lose the
advantages of socializing). Also, with the
human scale in mind, Fast Company recently
published an analysis of the options for
students to recover what was lost during the
pandemic: the educational system must
migrate towards personalization, where the
students, and not the content, are the main
protagonist.
Finally, the future will also be one of smaller
families. At the beginning of the lockdown,
some predicted that couples would end up
conceiving more children. However, and at
least in the developed world, it seems that
what has happened has been quite the
opposite. According to Time magazine, in the
United States alone, there will be about half a
million fewer births. Many couples will stay, at
least temporarily, by themselves or with fewer
children.
FOR BRANDS:
As many analysts have pointed out,
TikTok seems to be the undoubted winner
of the time and interest of younger
segments during the pandemic. Quite a lot
of brands want to build a successful
presence on this leading platform.
Perhaps the greatest inspiration comes
from thinking on a human scale, seeking
to stimulate user creativity. TikTok is not
a territory for competing, but rather for
participation. Brands must think beyond
the format of challenges, and instead
open the door to human expression and
creativity. Only brands that are capable of
not taking themselves too seriously, of
showing themselves as people and not as
corporations, will be able to win a space
on this social network whose creative
company, Bytedance, is already the most
valuable unicorn in the world.
REFERENCES:
http://bit.ly/fewerjobsmoremachines
http://bit.ly/100voicesfuturefashion
http://bit.ly/deloitteglobalmarketing
http://bit.ly/smarthomegyms
http://bit.ly/paris15mincity
http://bit.ly/learninggetspersonalfc
http://bit.ly/singularityfuturelearning
http://bit.ly/bytedanceunicornchina
18. As the planet paused for the lockdown of millions
of people around the world, we saw how
astonishingly the air quality was recovering in
many cities and some fake, but many real, videos
of the animal species that returned to places that
were previously filled with tourists, circulated on
social networks. Therefore, the anger against the
governors and their inability to impose more
severe measures against climate change has
turned to self-shaming.
Last September, “The New York Times” launched
a documentary that sought to identify who was
the main actor responsible for the pandemic. The
conclusion was clear: “you,” explaining how the
urbanization of many areas of the planet or the
transformation of land dedicated to crops have
effects such as the extinction of species that, in
turn, generates food chains without biological
diversity and facilitates the development of a
pandemic like the current one.
8
SHAMEFUL GUILT
A year ago, the feeling that best described the
conversation about the environment was anger.
That was the tone of Greta Thunberg and
Extinction Rebellion. The arrival of the pandemic
showed us that we own a large part of the blame
in global warming.Citizens will feel increasingly
embarrassed and committed to acting on their
own behalf, but they will also pressure
governments and corporations for real action.
19. The news of the existence of microplastics in
the placentas of newborn babies has created
concern and indignation. It is still not known
what impact the chemicals present in the
plastic that is housed in the body can have. The
same thing happened in Austria after the fires
from a year ago affected unborn babies and
caused them the same life-long damage that a
smoking mother would cause them. We will
start to feel like we are tempting fate: the
effects of climate change are passing through
our own bodies.
The feeling of guilt will make many citizens look
for ways to repair the damage, compensating
for their carbon footprint, for example. More
and more consumers will seek to sponsor the
planting of trees or the practice of regenerative
agriculture. The group of those who convert
food waste into compost is growing. Innovative
developments such as Sepura, a device that
facilitates the compost process without
generating odors or great effort, which will be
launched in the first semester, will help us to
become more aware of our waste.
Concern for global warming will impact tourism,
a sector that will not be like it was before. Many
people will take the initiative to restrict
unnecessary travel. Data such as that cited by
“The Great Reset”, which states that a return
flight to Australia is so bad for global warming
that it wipes out the benefits of 20 years of
recycling, will make us think seriously and will
lead us to prefer local travel and convert many
business trips into video conferences. After
overcoming the pandemic, we will put at the
forefront the impact that global warming has on
health and the economy. This will also be a
trigger for immigration from areas with extreme
weather conditions. In the words of the
Secretary General of the United Nations,
António Guterres, “We also need a vaccine for
our overheating planet.”
FOR BRANDS:
If brands and their commercial
interests have been in the spotlight
during the pandemic, they will be much
more so in the return to normalcy.
According to a survey developed by
OnePulse in the United Kingdom, only
23% of the population believes that
brands should re-invite people to
consume, buy, or travel as they did
before. The same study revealed that
77% of those interviewed believe that
it is the responsibility of the creative
industry to motivate people to behave
in a more sustainable manner.
Consumers will be particularly critical
not only of the environmental
commitment at all points of contact
they have with the brand, but also of
the company’s vision of consumption.
REFERENCES:
http://bit.ly/whostoblameforcovid
http://bit.ly/microplasticsplacentas
http://bit.ly/bushfiresaustraliasmoke
http://bit.ly/carbonoffsetoptions
http://bit.ly/sepuracompostdisposal
http://bit.ly/climateadaptationsummit
http://bit.ly/antonioguterrezclimate
http://bit.ly/greatreseatonepulse
20. Vice-President of Strategy and Innovation at DDB
Latina, the DDB Worldwide division that includes
Latin America, Spain and the US Hispanic market.
He is currently leading DDB Mexico. He is a
columnist of La República Newspaper (Colombia)
and a blogger for La Vanguardia Newspaper (Spain).
He has been speaker in academic and corporate
events in the US, Latina America and Europe.
He lives and works in Miami.
Reports from previous years since 2010 are
available on www.slideshare.net/juanisaza
Facebook: https://www.facebook.com/
juanisazaplanner/
Twitter: @juanisaza / Instagram: @juanisaza
Cover design: Rafael Medina - Brandia
This document can be totally or partially reproduced
provided that its source and authorship are
adequately cited.
JUAN
ISAZA
21. The compilation of trends included
here is the result of capturing,
filtering and evaluation of many
sources. Among them worth
mentioning:
www.adage.com
www.adweek.com
www.aifoundation.com
www.amazon.com
www.bbc.com
www.bloomberg.com
www.businessweek.com
www.businessinsider.com
www.buzzfeed.com
www.cbsnews.com
www.cnbc.com
www.cnn.com
www.criticalresearch.com
www.deloitte.com
www.dictionary.org
www.digitaltrends.com
www.economist.com
www.emarketer.com
www.entrepreneur.com
www.euromonitor.com
www.facebook.com/business/insights
www.faithpopcorn.com
www.fastcompany.com
www.finance.yahoo.com
www.fjordnet.com
www.forbes.com
www.forrester.com
www.fortune.com
www.fya.org.au
www.gallup.com
www.hbr.org
www.hubspot.com
www.huffingtonpost.com
www.iconoculture.com
www.independent.co.uk
www.infobae.com
www.kantar.com
www.kantarfutures.com
www.latimes.com
www.lsnglobal.com
www.luckie.com
www.mashable.com
www.marketing.twitter.com
www.mckinsey.com
www.media.mit.edu/
www.medium.com
www.mintel.com
www.morningconsult.com
www.newsroom.pinterest.com
www.news.stanford.edu
www.newsweek.com
www.nielsen.com
www.npr.org
www.nytimes.com
www.pewresearch.org
www.popsci.com
www.psfk.com
www.pymnts.com
www.reuters.com
www.richards.com
www.singularityhub.com
www.slate.com
www.smithsonianmag.com
www.sparksandhoney.com
www.springwise.com
www.ssir.org
www.statista.com
www.techspot.com
www.theconversation.com
www.thecoolhunter.net
www.thedrum.com
www.thinkwithgoogle.com
www.techcrunch.com
www.theguardian.com
www.thememo.com
www.theverge.com
www.time.com
www.trendcentral.com
www.trendhunter.com
www.trendland.com
www.trendoriginal.com
www.trendwatching.com
www.verywellmind.com
www.vice.com
www.voguebusiness.com
www.vulture.com
www.washingtonpost.com
www.weforum.org
www.wired.com
www.wsj.com
SOURCES