This is the first in a series of four blog posts created in collaboration with our partners over at Getty Images. Each post will see us share two of the 16 mega-trends that form part of our broader Trend Framework. Here, Jacqueline Bourke – Senior Manager of Creative Planning for Getty Images London – showcases the most aesthetically stunning representations of the trends that are shaping the future, and how these trends translate to the visual sphere.
TrendWatching’s Insight Network – or tw:in for those in the know ;) – has recently started to organise exclusive meet-ups for like-minded trend enthusiasts all over the world. Having already hit Amsterdam and Singapore, Saturday 8th October sees the platform’s first foray in Lagos, Nigeria, for a dive into TrendWatching’s methodology as well as key trends and innovations shaping both the region and the world. Read on for more info!
Our LOCAL LOVE series invites one of our Super Spotters from TrendWatching’s Insight Network to explore the trends and innovations that are shaping their local environment (previous editions include everywhere from Lisbon to New Delhi). The next stop on the trip? Santiago, Chile, where Rotterdam-born spotter Jeanine Leenheer is now studying.
The first in our series with We Are Social explored the relationship between STATUS SEEKERS and BETTERMENT and some key social trends of the moment. Part Two sees us unpack two more mega-trends from our broader Trend Framework – YOUNIVERSE and LOCAL LOVE – to uncover how these big, slow-moving consumer currents translate to the social sphere.
With Breast Cancer Awareness Month taking place all over the world throughout the month of October, we took some time to catch up with some of the innovators truly changing the game when it comes to preventing the disease. In the first of a two-part series, we asked the team at Tonic International – the Dubai-based agency that worked with Pink Ribbon Pakistan to create the PinkBra, a bra designed to help underprivileged women detect early signs of breast cancer.
'If customer is King, engage the King!' - The neuro-science secret we can use to explore the Expectation EconomySeptember 2016
In our latest post in our partnership with TAAN, we delve into the realms of neuroscience to explore the questions raised by the ever-increasing expectations of the modern consumers – from emotional bonds to tried-and-tested research.
Heading towards the light: Philips, Starbucks and the innovative fight against dark, winter morningsSeptember 2016
In April, our FUTURE OF BETTERMENT unpacked the five trends shaping health and wellness. One of the key innovations that featured? EnergyUp cafes – where Philips introduced their daylight lamps to local Starbucks branches to offer a revitalising, two-pronged top-up for visitors. We picked the brains of Raúl Santamaría Learte, the Global Product Manager at Philips, as he shed some light on therapeutic qualities of the technology.
Bridging a cultural divide: How Tunga mobilized coders in East Africa (and built a community in the process)September 2016
In areas where connectivity is becoming less of a luxury and more of a necessity, it’s up to innovators to find ways to utilize an emergent, hungry workforce. We caught up with Ernesto Spruyt, Founder of Tunga – an online social network that connects young African programmers with tech companies looking for help with software that appeared in our 16 Innovations from 2016 briefing in June – to talk us through community, culture and restoring the confidence of consumers.
Working with Trend-Driven Innovation in a Latin American country, right after an earthquake – the Ecuador diariesSeptember 2016
As our Lead Trend Strategist for South & Central America, Luciana Stein works with some of the most forward-thinking organizations in the region. Just before a recent trip to Ecuador, however, catastrophe struck – an earthquake registering 7.8 on the Richter Scale. Here, Luciana describes her consistent appreciation for the commitment to Trend-Driven Innovation in the country (whose population is smaller than the metropolitan area of Sao Paolo), even in the aftermath of such a devastating disaster.
Following on from our recent look at the development of NEW LABOR – our consumer trend exploring the new demands of a disrupted workforce – we hand over the reins to Dennis Rotairo, a FMCG expert (and esteemed member of TrendWatching’s Insight Network) based in Singapore. From the advent of P2P to celebrity-endorsed initiatives focusing on a new type of worker, he unpacks the changing landscape of the city-state. Dive in!
Travelling from the tips of your fingers: Pockettour's battle to turn Ukraine's conservative market against traditionalismSeptember 2016
Pockettour, a travel agency founded in Ukraine, are the first in the industry to run their booking operations entirely through messaging app Viber. After appearing in our GLOBAL BRAIN briefing as a prime example of our ALL-ON MESSAGING trend – exploring how messaging apps are becoming feature-packed controls for everyday life – we managed to catch up with Alexandr Dovgopol, the company’s owner and CEO, to discuss developing such an innovative concept in a climate as conservative as Ukraine’s.
Ahead of our Amsterdam Trend Event, we posed a crucial question to the city's inhabitants: Can big Dutch brands be redeemed?September 2016
This month, TrendWatching is partnering with Citinerary, an international network of passionate citizens who observe and share, how we live, how a city functions and how it continues to evolve. This blog series is part of the upcoming TrendWatching Global Trend Event series landing in Amsterdam on November 23rd. Mio van der Mei, an Amsterdam-based Citinerary correspondent, explains how big and local brands redeem themselves or the industries they’re operating in, and the impact it has on the city and its local communities.
The proliferation of on-demand services, the post-demographic appeal of the wantrepreneur lifestyle, and the automation of jobs are transforming expectations around work. In this edition of our tw:in twin series – where we pair two members from our worldwide Insight Network to explore how a certain trend is manifesting in different locales – we look at France and Singapore to see how brands and workers are responding to this new freedom being part of this new labor force brings.
For part one we turn to Soraya Ferahtia, a student in France, who looks at this new workforce’s evolution in her local region through the eyes of the ‘intrapreneur’.
The Olympic Games are a special kind of phenomenon. Combine this with the vibrancy of Brazilian culture and you have a potent mix of atmosphere and exhilaration—all set against a backdrop of political tension and trepidation. But how did brands in Brazil capitalize on the world’s biggest sporting roadshow? Luciana Stein, our Lead Trend Strategist in the SCA region, explores.
This is the first in a four-part series of blog posts where, each week, we’ll be sharing two of the 16 mega-trends that form part of our broader Trend Framework. These are the big, slow-moving currents in the consumer arena that, taken together, form our complete picture of consumerism today and where it’s heading.
With the help of our friends at We Are Social, we’ll be mapping the most actionable mega-trends against the KEY social trends of the moment – demonstrating how they translate across industries, channels and regions
Melanie Yap talks professional freedom, diversity in collaboration and doing 'Good' ahead of our Singapore Trend EventSeptember 2016
Melanie Yap, partner at A Very Good Company — a boutique consultancy specialising in social innovation, research and design — is part of the all-star line-up at our sold-out Singapore event. We managed to catch up with her to discuss the values of Generation Z (and Singapore as a whole) ahead of her appearance on our Branded Infrastructure panel — looking at how smart brands are making Asia a better place to be.
As part of TrendWatching’s educational outreach, Victoria Foster – head of the TrendWatching Insight Network – leads sessions with students around the world that are exploring innovation in various contexts. Her next stop took her to Ravensbourne in Greenwich, London, as she helped students with a meaningful, tangible issue – the long-term health of the residents in a borough of one of Europe’s most polluted cities.
Flying to Gotham City, ‘ironing’ bread and local coffee culture: Spotting trends in Turkey - what’s next & who’s winning.September 2016
In the second part of a series of featured posts from Idea Bakery, our partners in Turkey that have been applying Trend-Driven Innovation methodology to the work they produce for clients, Brand Communications Consultant Neslihan Kohen discusses the Turkish brands most worthy of admiration (whether they receive the plaudits or not) and the consumer expectations […]
Pushing forward with purpose: Jacqui Hocking talks storytelling & sustainability ahead of her appearance at our Singapore Trend EventAugust 2016
We’re super excited to invite Jacqui Hocking, a visual storyteller and social entrepreneur currently working on a new project, VSS to our sold-out Consumer Trend Event in Singapore on October 27th. We managed to grab some time with her to shed some more light on what we can expect as she pulls up a chair to our Branded Infrastructure panel – exploring how smart brands are making Asia a better place to be.
Pooja Solanki, one of our Star Spotters from TrendWatching’s Insight Network – tw:in – got in touch with us recently about an emerging theme she’d seen around the world. It appears that, despite the best efforts of the more conservative sections of society (or perhaps even because of them ;), the freedom and liberation of stripping off in public – for a cause, of course – is making a resurgence. But how? Over to Pooja to reveal all…
Celebrity spotting, elite-sourcing and social media: Inspiration & challenges from spotting trends in TurkeyAugust 2016
TrendWatching has been making a number of trips to Turkey recently, including for a recent event with Idea Bakery, a local partner who have been applying TrendWatching’s content and Trend-Driven Innovation methodology to their communications work with clients. Here, Neslihan Kohen — Idea Bakery’s Brand Communications Consultant — runs through spotting trends and the challenges that innovators across Turkey face (and how to overcome them).
Alongside – or in reaction to – globalization, it appears that the social ideologies of people all over the world are becoming more isolationist. From Brexit and Donald Trump to battles for independence waged everywhere from Scotland to Spain, the politics of identity are undeniably becoming more pronounced. Taan member (and Director of Levy McCallum and Root & Toot) John McCallum discusses the roots of these tensions, and what they mean for brands in the future.
How to disrupt a problem like skin cancer: L'Oréal on setting a precedent through (almost!) invisible innovationAugust 2016
In a recent edition of our Featured Innovators series, we chatted with MC10, who partnered with L’Oreal to create My UV Patch – an adhesive patch that monitors UV rays, with smartphone-accessible results. But, as we’re all aware, each side of a collaboration presents different challenges and sources of inspiration. We spoke with Guive Balooch – Global Vice President of L’Oreal Technology Incubator – to hear how one of the world’s most popular cosmetics companies approached a tackling a problem as prominent as skin cancer.
How do you adapt yoga for a POST-DEMOGRAPHIC society? Moon & Son on filling a void, going it alone & staying uniqueAugust 2016
Our Featured Innovators series once again returns to the FUTURE OF BETTERMENT, this time talking to Stephen Watson – former Fashion Director at Men’s Vogue and creator of Moon & Son, a new brand of yoga clothing and equipment especially designed for men. We discuss the POST-DEMOGRAPHIC nature of his new venture, as well as the challenges and frustrations that come with changing the context of the conversation about yoga leisurewear in general.
Putting your best foot forward: Wiivv Insoles on integration, creative control and the personalized economyAugust 2016
Our FUTURE OF BETTERMENT briefing featured BASE – customised trainer insoles designed by Wiivv. Consumers use the Wiivv app to take five pictures of their feet, and Wiivv then use the images to design insoles that perfectly fit the contours of each foot – something that the company’s co-founder, Louis-Victor Jadavji, believes is set to revolutionise his industry. We caught up with him to talk biomechanics, integrating your brand’s solutions into real-life activity and the importance of the personalized economy.
Temporary tattoos, epidermal electronics & seamless solutions: How to integrate wellness into our everyday livesAugust 2016
MC10, a healthcare company whose mission is to redefine the boundaries between humans and electronics, featured in THE FUTURE OF BETTERMENT, our Global Trend Briefing from April this year. We managed to catch up with Rooz Ghaffari, the company’s co-founder and VP of Technology, to discuss the unique technology behind My UV Patch – an adhesive patch that monitors UV rays, with smartphone-accessible results.
The Impossible Burger follows the Tesla model by disrupting an industry with a guilt-free product that can match its competitors in style and substance pound for pound. Their aim is a pretty ambitious one – to help solve (or at least massively reduce) the environmental and ethical issues related to eating meat, by creating a healthy, humane, low-impact alternative that tastes as good as the ‘real thing’. And, by doing so, they embody the Expectation Gap – the key to changing the way consumers think about the products, services and experiences they invest in.
Experiencing trends in the real world is a great alternative to yet another Power Point presentation. It helps people understand one of TrendWatching’s core beliefs: trends aren’t mystical abstractions but are around us at all times. We just need to keep observant and when you see something novel or innovative ask the right questions: Why […]
How different will watching trends be in 2030? The answer, of course, lies with the Class of 2016 ;)
Victoria Foster, the head of TrendWatching’s insight network, took up the position of Guest Lecturer of the Year at Fontys University of Applied Sciences in the Netherlands, bringing #TrendDrivenInnovation to their International Lifestyle Studies (ILS) program. The task for her students? Predicting what watching trends would be like in the future. Simple, right?
Always putting off the dentist? Don't panic - Dentapple has changed the context of an everyday item to cater to your health & wellness needsAugust 2016
The latest stop for our Featured Innovators series? Japan, where we caught up with Shota Hatanaka, the Creative Director of Hakuhodo to discuss one of their recent innovations, Dentapple – a line of apples that included free, personalised dental consultations – that has appeared in not one but two (!) of our free briefings, BUILT-IN BRANDS and THE FUTURE OF BETTERMENT.
People have been saying ‘everything is digital’ for years, but has that always been the case? Instead it’s now, more than ever, that the modern CMO faces large-scale challenges to harness technology and secure the most valuable of assets: consumer attention. Here Andrew Eklund, founder of Ciceron – one of the first digital agencies in the US – explores the new landscape (and what it means for those in charge).
The experience economy, PEER ARMIES and 'parasite' projects: how to create something memorable for a hyper-local communityJuly 2016
In the latest of our Featured Innovators posts, we caught up with Wiezte Gelmers of Dutch agency Golfstromen to discuss his recent work on IJburg Serveert – a collaboration between local home cooks and a P2P delivery service, that featured in our recent Global Trend Briefing, PEER ARMIES.
Fashion, inspiration and an 'unlimited' budget: Embracing the Expectation Economy at the European Institute of DesignJuly 2016
When I say I work with trends, 90% of people instinctively assume I work as a fashion trend forecaster (until they see what I’m wearing that is!). Or, if not fashion, they think I look at what’s #trending on social media – as for many, they are the only ‘trends’ they are familiar with.
So when I visited the European Institute of Design (IED) in Barcelona to present consumer trends and our Trend-Driven Innovation methodology to a group of students enrolled on a short course on – you guessed it! – fashion trends, it was extremely refreshing to be around a group of students that were already well versed in trends of both natures.
Tradition, taboo and trend-thinking in action: The battle to help the Indian youth have sex in peaceJuly 2016
StayUncle, a New Delhi-based start-up that links unmarried couples with hotels on an hourly basis, appeared in our recent ASIAN INNOVATION FRENZY Regional Briefing as an example of a brand that supports and empowers those who are living life on their own terms. We picked the brains of company co-founder Blaze Arizanov to discuss the power of NEW NORMAL in even the most trying of environments.
We’ve been talking about augmented reality, the blurring of the online & offline worlds and geolocation-based, interactive, multiplayer virtual games for ever. That doesn’t make us brilliant (if only!), indeed any trend watcher worth reading will have been flagging that the combination of technology and human needs were creating fertile ground for an app/game/innovation similar to Pokemon Go.
'Uberizing' Payment: An inside look at the growth of cashless consumer behavior in France (and the lack of it)July 2016
Our consumer trend CASH-LESS – detailing how the long predicted cashless economy is slowly becoming a reality in both mature and developing markets – has been around for a little while now. So how has it evolved?
As a follow-up to our recent post from Frankfurt, ‘Translating trends into design dreams’, we managed to catch up with course tutor (and Star Spotter) Daniela Querqui to give us her thoughts on using and applying the Trend-Driven Innovation methodology to design students.
Shifting perspectives in real time: Stockpile's co-founder on agility, fine-tuning and the impact of sharing ideasJuly 2016
Our Featured Innovators series allows us to catch up with some of the brands and organizations that have appeared as integral parts of our free Global Trend Briefings. Stockpile – a company that allows stocks of companies such as Google and Apple to be purchased as gift cards – appeared in our 5 Trends for 2016 publication and here their co-founder, Avi Lele, discusses working with trends, adapting for the future and the importance of recognising a shifting in consumer perspective.
The importance of community, the Kibbutz and 'courageous' consumerism in the face of political conflictJuly 2016
In the second instalment of this edition of tw:in twins – our blog series that links up two members of TrendWatching’s Insight Network from around the world to discuss a particular consumer trend – we move from Sao Paolo to Tel Aviv to see how brands are showing their SYMPATHETIC side with deals and discounts tailored to the issues most concerning their local customers. On the ground in Israel, our local Spotter Shelley Lewis shares how brands are exercising empathy in the face of political conflict.
Getting into the mind of the masses: How FCB Brazil used simplicity and standardization to create their own PEER ARMYJuly 2016
This edition of our Featured Innovators series – a platform that allows us to catch up with some of the organizations that have appeared in our free Global Trend Briefings – sees us speak with Joanna Monteiro, Chief Creative Officer at FCB Brasil, who worked on HP’s Print for Help campaign. The innovation was included in our PEER ARMIES briefing, a trend that that explores how brands can utilize networks of peers to create ultra-convenient new services, offer more authentic experiences, allow new kinds of product reviews, and more.
Design My Day's CEO on machine learning, the future of healthcare and harnessing the power of 'the funk'
Jacob Madden is the Founder of Design My Day, and the latest to appear in our Featured Innovators blog series. His app fell under CALIBRATED HEALTH, a trend that was included in our FUTURE OF BETTERMENT Global Trend Briefing, and here he discusses the challenges, uncertainties and rewards of using data to provide a positive effect on our health.
This is the latest in a series of posts from one of our longtime partners Taan Worldwide – a global network of carefully selected independent advertising & communications agencies. Taan member Terry Lee is the co-founder of the China-Asean Entrepreneurship Centre – an information-sharing platform for entrepreneurs in the China-Asean economic corridor. Here, Terry unpacks our recent Asia Trend Briefing on BUILT-IN BRANDS – diving into the intricacies of a market that has swelled to almost 1.5 billion people. One brand, it seems, is setting themselves apart from the rest. But how?
'It's about more than just helping a brand. You have to enable people to help people, too': How to draft in foot soldiers for a city-wide PEER ARMYJune 2016
In the latest instalment of our Featured Innovators series – where we catch up with some of the organizations that have appeared in our free Global Trend Briefings – we spoke to Daniel Sytsma, the Creative Director at Achtung, about his work on KLM’s Layover with a Local campaign. The innovation was included in our PEER ARMIES briefing, a trend that that explores how brands can utilize networks of peers to create ultra-convenient new services, offer more authentic experiences, allow new kinds of product reviews, and more.
Translating trends into design dreams: Applying the Trend-Driven Innovation approach for bachelor studies.June 2016
For design professionals and creatives across all industries, the information, insights and inspiration gained from watching and using trends is something they are well versed in. But, from our experience, for students studying design at university or art college this is an area often (if not always) missed off the curriculum. So when we were approached by one of our own Spotters, Daniela Querqui, who was leading the trends course at BGBA – Brüder Grimm Berufsakademie Hanau, a design university of cooperative education just outside of Frankfurt, Germany, we were super excited to be involved!
The latest feature in our tw:in Twins blog series – where two of our on-the-ground trend spotters from around the world are paired together to discuss a specific trend within their city or region – sees us head back to Brazil. Another of our Sao Paolo correspondents, Guilherme Minuzzi sets about exploring how a country as large as his using SYMPATHETIC PRICING to tackle something that has long been considered a concern of the developed world – an ageing population.
Pocas palabras se han diseminado tan rápido y con tanta potencia como “innovación”. Sea en el cartel de un hotel en el interior de Bolivia o en un sitio que anuncia un nuevo proyecto de colaboración en São Paulo, lo “nuevo” promete algo superior, más cómodo, más rápido y/o más lindo. Y todos quieren tener acceso a lo “nuevo”, aunque no siempre, de hecho, sea mejor.
"Post-Demographic does not sound new to Parisians": Exploring the new landscape and language of French consumerismJune 2016
The latest posts in our tw:in Twins series – where two star spotters from TrendWatching’s Insight Network explore how one trend in particular is developing in their city or region – cover POST-DEMOGRAPHIC CONSUMERISM. As one of 16 mega-trends – big, slow moving ‘currents’ that remain broadly stable year-on-year, and can be applied across regions, industries and demographics – PDC highlights how consumption patterns are no longer defined by ‘traditional’ demographic segments (age, gender, income, family status etc.). Here Paulina Mitelsztedt, a Parisian resident, explores how her city has evolved into a POST-DEMOGRAPHIC landscape.
How are brands in Sao Paolo are trying make it easier for regular consumers, despite the serious socio-political strain?June 2016
In difficult times, it isn’t just brands that are forced to innovate in order to survive. And, using our trend ENTREPRENEURIA – showing how businesses that dive into and fuel this endless rush toward entrepreneurialism will attract love and attention from all consumers, not just those they help – we can articulate a new wave of consumerism currently rushing through Brazil.
The last week in May was a truly epic one for TrendWatching LIVE with ten keynotes and workshops – sessions that take our content from the digital into the physical realms.
Our speakers were on the road and in the air, stepping onto stages at a range of events from conferences such as The Next Web to strategic leadership sessions for our clients, in Bangkok, Prague, London, Amsterdam, Utrecht and Northamptonshire.
Visa issues, making their way through the pouring rain in the early hours, braving Tokyo’s rush hourand still arriving to a deliver a consumer trend workshop at the offices of one of the city’s most renowned organizations? Yep, that’s right – it’s another action-packed update from TrendWatching’s APAC team!
Sabrina Faramarzi is a London-based Futures Researcher and member of our on-the-ground Insight Network, tw:in. For our tw:in Twins blog series, which sees two spotters from around the world are paired together to discuss a specific trend within their city or region, she explores how spacial constraints are creating a change to the city’s ENTREPRENEURIA mindset, and the rise of NEW NORMAL is leading to innovative approaches combining living and working.
Get a sneak peek at how TW:Premium – our end-to-end innovation platform – helps over 1200+ of the world’s most future-focused organizations in over 60 countries supercharge their innovation efforts – featuring case studies from Rabobank, Mattel, Johnson & Johnson and more!
As part of Featured Innovators – a series of interviews with some of the most exciting minds from the global trend community – we caught up with Donald Coolidge, the CEO of Elemental Path. The company are behind CogniToys, the internet-connected smart toys which interactively engage and grow with children. The innovation featured in our 5 Trends for 2016 Global Trend Briefing as part of our BENEFICIAL INTELLIGENCE trend – detailing how rising numbers of consumers expect brands to use machine learning and artificial intelligence to develop truly smart products and services.
In the summer of 2015, we began conversations with Burson-Marsteller regarding their Africa-specific project, known as ‘the A-Generation Study’. The purpose of this project was to unravel 6 emerging trends related to the African youth today. The results? With the help of our Consumer Trend Canvas, the agency ideated 6 brand new concepts – looking at the continent’s past as well as its future.
In an extended edition of our Featured Innovators series, we caught up with Marc Atiyeh, Head of Growth at Paribus – an automated plugin which connects to users’ email, scans their online purchase receipts and files price adjustment claims on their behalf. The innovation featured in our 5 Trends for 2016 Global Trend Briefing as part of our BENEFICIAL INTELLIGENCE trend – detailing how rising numbers of consumers expect brands to use machine learning and artificial intelligence to develop truly smart products and services.
Avinor are a state-owned enterprise which operates 47 airports across Norway serving over 50 million passengers annually. TrendWatching’s Managing Director, Henry Mason, visited recently to discuss the company’s mission – to ‘create valuable relations’ – with Ina Eldøy, Head of Marketing and Brand Management , as well as participating in a Trend Seminar for her team in order to examine where the industry is headed and highlight best practices in relevant consumer-facing innovation, customer service and compelling air travel experience.
In the latest instalment of our LOCAL LOVE series – where we ask a member of TrendWatching’s Insider Network (TW:IN) to delve into the trends and innovations they see every day in their city, we head to Lisbon, Portugal, with Catarina Moraes. Having recently moved to the city from Brazil, she takes us through the inspirations prevalent throughout the region.
'Technology should behave differently depending on the context': Telefonica Research on the importance of focus, relevance and serving human needs.May 2016
As part of our Featured Innovators series, we caught up with Nuria Oliver and Martin Pielot, two of the driving forces behind Telefonica Research’s Boredom App project – a report that showed researchers are able to detect whether a smartphone user is bored or not from their activity on the device. The innovation featured in our 5 Trends for 2016 Global Trend Briefing as part of our CONTEXTUAL OMNIPRESENCE trend – detailing how consumers will embrace smart brands that use new channels and nuanced contexts to be there as and when they’re needed.
The second look at our consumer trend CURRENCIES OF CHANGE is from Moscow, courtesy of star spotter Olga Kovaleva. She reveals that the way Russian brands are engaging with their customers is fundamentally changing: the question is how? And do enough brands know it yet?
Tomorrow's CEO on spotting trends in surprising places, why one continent in particular leads the way in innovation and intriguing revelations from recent travels.May 2016
Following his discussion with Henry Mason, TrendWatching’s MD, for the Between Worlds podcast, we managed to pin down Mike Walsh – the CEO of Tomorrow and self-confessed global nomad. We got his views on spotting trends, where in the world is leading the way in innovation and what’s taken him by surprise on his continued circumnavigation of the globe.
This is the latest in a series of posts from one of our longtime partners Taan Worldwide – a global network of carefully selected independent advertising & communications agencies. Taan member Stephen Moegling is a partner at Franklin Street, a health care and digital branding consultancy based in Richmond, Virginia.
Here here unpacks our recent Global Trend Briefing on THE FUTURE OF BETTERMENT – providing his take on some of the key issues facing health and wellness in 2016 and beyond: where are consumer expectations around health and wellness heading? And how can brands help customers fulfil their dreams of self-improvement?
Room 485 is a young creative agency based in Moscow and Miami, specialising in communication & exposure projects, consumer engagement, brand identity and social media strategy for a range of influential international clients including Bacardi, Toyota, Ikea, Heineken, Unilever and Mondelez, creating campaigns for brands such as AXE, Kozel Beer and Rexona. Elena Kalinina, Room 485’s Creative Director, explains how their innovation and ideation process has evolved.
Insights into the future of the insight industry: the 10 business truths that we believe to be self-evident.May 2016
At the very centre of the Trend-Driven Innovation methodology lies one conundrum: you want to know where customers are heading next. The problem? The received wisdom on how to find out is wrong. In light of this it’s useful to contextualise our approach by setting our beliefs against some of the established norms within the insight industry at large; Henry Mason, our MD, unveils the 10 beliefs that lie at the heart of our challenger approach.
For consumers on a never-ending quest for self-improvement, they know what they need to do to fulfil their goal, but actually doing it is often a more difficult proposition. Our CURRENCIES OF CHANGE trend looked at how brands are offering perks, discounts and deals to encourage good behaviour. But for consumers across the world the motivation that works will often be very different, so we’ve turned to two members of tw:in to provide some regional insight into this global trend.
Last month, Vicki Loomes – TrendWatching’s Senior Trend Analyst – and Maxwell Luthy, our Director of Trends & Insights, reconvened in Dubai for two presentations and a workshop. A whirlwind trip? An understatement of the highest order…
This is the first in an ongoing series of featured posts born from our partnership with Taan Worldwide, a global network of carefully selected independent advertising & communications agencies. Here one of their members, Mike Speck – SVP Creative at Mobium, an agency that specialises in B2B marketing strategy – dives into CLEAN SLATE BRANDS and their significance within the modern business community.
At the end of March, TrendWatching took off it’s teacher’s hat at the end of a month-long project with Hogeschool van Amsterdam where, for the second year running, we led the students on a journey to trend-driven innovation.
“I recently finished reading Philip Tetlock’s excellent Superforecasting. I was expecting to use the book to improve our work (and indeed there are many great insights to learn from), however it was the final chapter that I found most interesting and – quite unexpectedly – profoundly relevant.”
You are what you eat: How Brazilian brands are using INSIDER TRADING to tackle consumers' growing waistlinesMarch 2016
Luiz Navarro, one of our on-the-ground trend spotters based in Brazil, dives deep into a consumer trend that featured in our 2016 Trend Report, INSIDER TRADING. He reveals that it’s the waistlines, rather than the pockets, of consumers that brands like Heineken are targeting right across the country. The question is: how?
The global ad agency BBH famously prides itself on zigging when others zag and pursuing a strategy of brand differentiation for clients, hence its iconic black sheep mascot. At TrendWatching we’ve (somewhat) involuntarily created a tool that provides brands with a clear view of opportunities for zigging.
In Nigeria, INSIDER TRADING is taking over. Why? Emeka, our spotter on the front line, investigates.March 2016
This month we’re focusing on INSIDER TRADING, our trend looking at how brands are making meaningful, positive changes to their internal culture, and telling the world about them. We’ve matched a spotter in Nigeria with one in Brazil, to see how brands in these two diverse regions are displaying their higher brand values, and making their internal culture external.
Our LOCAL LOVE series takes its first foray into the Indian subcontinent with this edition’s Star Spotter, Pooja from Delhi, who takes us through the continued evolution and development, running in tandem with the growth of the CITYSUMER population in the region.
In the first of our Trend Champion series, Anna Hvinden, Managing Director of the Marketing Association in Oslo (MFO), discusses the brands that she loves, why her organization works with trends and the link she sees between brands and consumers and that of real-life relationships.
Last week was officially the busiest week in the history of TW APAC. We had four client engagements on four consecutive days, and one of them involved jumping on a plane to a neighbouring country. Did we make it? Acacia, our Trend Strategist for the region, tells all.
In our second visit to Amsterdam in quick succession, this time we take a different route round the city with Grietje Vermoortele – an innovation analyst for ING group by day and a curious multitasker by night. She is Belgian and lives currently as an expat in Amsterdam, and runs the dutch blog Spotting The Cool.
Xander van Baarsen lives in the Netherlands and is the Marketing Manager for Panasonic’s Nubo & Cameramanager. He gives us his guide to Amsterdam, and shares some vital insider tips for tourists visiting the city.
For this year’s workshop session, TrendWatching has invited the creative director of The Thinkshop, Raphael Idu to speak about the future of content in a local context. Ralph will be dissecting CONTENTWOOD – a new phenomenon in branded content.
The first two weeks of February have been super busy over here in Asia-Pacific! Last week we kicked off the month with a presentation for MediaCom in Singapore. As part of our Trusted Trend Partnership with MediaCom in the region, we agreed to work closely with them to ensure they get the most out of […]
Our LOCAL LOVE series turns its attentions to Mexico City, as star spotter Juan Pablo runs us through the city’s forgotten corners, new ideals surrounding the work-life balance and – of course – some of the eye-catching consumer trends he’s seen throughout the city.
Our Lead Innovation Architect Delia Dumitrescu discusses the intrinsic link between HR and consumer trends with Ulrike Oswald – Expert Talent Manager and Organizational Developer at Telekom Austria Group – and how running workshops with the company’s young talents and their senior executives has grown into some of the most impactful work she’s done with big organizations to date.
The curious case of the novelty cat that uncovered an ENLIGHTENED BRAND within one of Malaysia’s most renowned organizations.February 2016
The second instalment of TW:IN twin this month comes from Malaysia-based spotter Amira, an Independent Qualitative Market Researcher and Co-founder of The Straits Finery, who explains how a seemingly novelty cat video uncovers an ENLIGHTENED BRAND within.
For this month’s TW:IN twins we taken a look at how brands are moving beyond showing their empathy, humour and flexibility with just a few well-timed tweets, and evolving to a higher state of consciousness. By taking real, meaningful, and sometime painful action brands are becoming ENLIGHTENED BRANDS to improve both individuals lives and the wider world.
This week Brazil-based spotter Mariana Smolka gives us an insider’s perspective on her hometown of Curitiba. As a trend researcher at Mapie, a leading hospitality consultancy company in Brazil, and founder of CuritibaCool, a feed dedicated to displaying the beauty of the region, she is perfectly placed to give us some top tips and trends from the city.
For the second part of this month’s TW:IN twin post, Andrew Ong, a spotter from Singapore and Digital Strategist at Wunderman, discusses how gender is the demographic segment he is observing as the most ripe for disruption in his region.
TrendWatching’s wider educational programs see some of our analysts head to leading schools, colleges and universities around the country to debate and discuss our trend-driven methodology with students with a keen interest in innovation. Victoria Foster, head of TrendWatching’s Insight Network, headed to France to show the students a new way of trend-thinking (and how to turn it into trend-action!).
In Norway, Extreme Sports Week, a nursing home and the World Chess Championships all have something in common: POST-DEMOGRAPHIC CONSUMERISMJanuary 2016
This month’s trend is POST-DEMOGRAPHIC CONSUMERISM and Bianca Olsson, an Oslo-based spotter, Cintinary correspondent and Art Director at PR and communication agency Trigger, shows how Norwegian brands are delighting consumers of all ages by turning traditional age targeting on its head.
Ahead of his appearance at Voxburner’s YMS London in March, David explores the Expectation Economy and how you can harness these emerging behaviors to impact your current and potential customers.
It’s been an epic 2015. Thanks for the engagement, love, thinking and feedback. We’ll return in 2016 with more free Trend Briefings, more global events, more actionable foresight, just MORE! But first, here’s a breakdown of how the past 12 months has looked from our side.
This month’s celebrated spotter in our LOCAL LOVE series is Owen from Sydney, a Creative Producer and TV Director currently working for Endemol Shine Australia. He talks us through the growing expectations that consumers are harbouring throughout the city, as well as the innovations that are really getting the city talking.
Our in-depth presentations bring you 5-10 of the latest, most important and relevant consumer trends – designed to bringing our audiences instantly up-to-speed with best practice and applicable innovations from all corners of the globe. Here, our MD Henry Mason recounts some experiences from his recent trip to ad:tech Tokyo.
In the first of our LOCAL LOVE series we call upon Camilla, a Star Spotter based in Singapore, to paint a picture of the region. She takes us through a few emerging trends, major changes and exciting innovations to illustrate the diversity and development present across her local area and throughout the city-state as a whole.
How do you begin to map a landscape as complex as consumer expectation? Our Chief Client Officer, Paul Backman, explores how to identify the basic human needs and wants of customers within a specific industry using the Trend Mapper tool. After aggregating the findings of 8000 (yes, 8000!) individual Trend Maps, we honed in on the 5 key themes that are on the minds of professionals the world over.
In short, Trend-Driven Innovation is nothing less than a radical new way to answer the ultimate business question. Every business leader, entrepreneur, innovator and marketer wants to know where customers are headed. The problem? The received wisdom on how to find out is wrong.