|Source: JWT website.|
JWT, the well-known marketing communications brand, has released The Future 100, featuring original analysis and insights on 100 key trends and cultural shifts to watch in the year ahead.
“It’s never been more important for brands to understand change, where it’s headed and what it means,” says Lucie Greene, Worldwide Director of JWTIntelligence. “The fast-paced digital world, instantly accessible information, globalisation and social media have accelerated the pace of trends exponentially. Meanwhile, the speed of innovation is requiring brands to take both a short-term and a long-term view, planning strategies not just for the next year but the next 20.”
The Future 100 connects the dots between the “what” and the “why,” spanning categories including culture, beauty, brands, food and drink, innovation, lifestyle, luxury, retail, sustainability and technology.
In culture, the report spotlights the rise of the Mipsters (Muslim + hipster) and the growing number of teetotal millennials. It also looks at experiential public spaces—the transformation of public spaces via creative immersive projects—and experiences going dark, the advent of unsettling experiences as entertainment.
Beauty trends include South Korean beauty: a look at how the axis of influence is changing in the beauty world as the global appetite for South Korean products grows. In brands, the report covers the rise of 1-for-1, or 'third way commerce': While charity and profitability have been viewed as mutually exclusive, a third way of business combines social good with sales and marketing, a popular approach with ethically minded Millennials.
The food and drink section includes cold-pressed everything as consumers increasingly fetishise cold-pressed and unprocessed foods; guilt-free to-go (healthy, ethical fast food will gain momentum as a raft of virtuous brands appropriate junk style for the Millennial generation) and haute vegan (a new wave of hip restaurant concepts departs from the hippie vibe associated with meat-free dining).
In innovation, the report notes the rise of the tactile Internet as innovators play with haptic technology, wrapping in digital connectivity with physical action, among other trends. And in lifestyle, the report examines the rise of new centres of influence as the crash in helicopter parenting.
The Future 100 also looks to the worlds of luxury and retail, where the sharing economy is increasingly aligning with business and luxury; Amazon is launching its first store, and retail experiences are channeling BuzzFeed surveys.
Find the full report on the “2015 and beyond” section of JWTIntelligence.com and on SlideShare.