Big trend of 2012:
Adapting to hard times
The protracted recession will push people and organizations to change
By Diego Vasquez
Dec 13, 2011
For the past three years, one thing has defined the United States: a prolonged recession whose effects continue to shape our everyday lives. That will continue into 2012, according to JWT's
seventh
annual
year-end forecast of trends for the future. Last year
tech-related trends dominated the list, and they are certainly present this year, with one notable trend the increasing presence of digital screens in our everyday lives. But the largest number of trends, four, are tied directly to the continued struggle of the economy. They include adjusting to this new era of economic uncertainty, living it up more in our daily lives to counterbalance years of economic hardship, seeing new entrepreneurialism in young people affected by the economy, and experiencing more so-called shared value, wherein corporations address social issues as part of their core strategy. Ann Mack, director of trendspotting at JWT, talks to Media Life about how the recession has affected trendspotting, what the most interesting trend of the new year will be, and why trendspotting is important to media buyers and planners.
What are the big differences between 2011 and 2012 trends?
This year, continued economic uncertainty, new technologies and the idea of shared responsibility are driving or at the center of several trends. Last year, the vast majority of our trends—which continue to have significant weight and momentum—were tech-centric.
How would you describe the overall vibe for 2012? Has it been affected by the lingering recession? How?
In the year ahead, the economy will push brands into opening up more entry points for extremely cost-sensitive consumers as the new normal becomes a prolonged normal in the developed world. At the same time, austerity-fatigued consumers will look for ways to live a little without giving up a lot.
People have been exercising more self-control, and increasingly they’re looking to let loose once in a while: indulging in sinful things, splurging on treats and escaping from today’s many worries.
Why is it important for media buyers and planners to keep up with trends?
In a world of hyper-abundant information and constant innovation, it’s important to be on top of changes in the global zeitgeists so as to convert those shifts into compelling opportunities.
Media people can leverage trends in an opportunistic way for communications, product, brand and business development. Being trend-aware helps to inspire, instigate and inform ideas beyond brand, category and consumer conventions.
It also allows businesses to stay ahead of their competitors, meeting emerging consumer needs and wants before anyone else does.
How will people see the rise of screened interactions in their daily lives? Where will these screens be most unexpected?
More flat surfaces are becoming screens, and more screens are becoming interactive. Increasingly we’ll be touching them, gesturing at them and talking to them—and becoming accustomed to doing so as part of our everyday behaviors. This is opening up novel opportunities to inform, engage and motivate consumers.
Brands are starting to use interactive screens in outdoor advertising to engage and entertain passersby. Restaurants are integrating screens into the experience, replacing menus or even workers and adding some entertainment. Retailers are placing interactive touch screens in and outside stores to provide customers with a more immersive and engaging experience.
And down the road, we’ll see new kinds of surfaces becoming intelligent, interactive screens, from bathroom mirrors to floors.
Ours is a culture that has never really celebrated aging. What will help change that in the coming year?
A number of factors are encouraging people to celebrate aging. With birth rates declining and life expectancy rising, we have a rapidly aging world. At the same time, thanks to improved nutrition, health awareness, medical advances, and products and procedures that help to mitigate the effects of aging, we’re aging more gracefully and living healthier and more vibrant lives longer.
And we’re seeing this reflected in pop culture, too. Many of today’s older celebrities are as sexy, vital and enviable as they ever were. As a result, people are growing less apt to bemoan another year older and more apt to raise a glass.
What is the value to companies of embracing shared value?
By putting shared value at the center of their strategy, brands can benefit their business, their customers and society at large.
By reconsidering products and target demographics, forging partnerships with local groups and improving productivity in the value chain, companies can become a force for positive change while enhancing their long-term competitiveness.
In the long term, a shared-value approach can insulate companies from shocks in the supply chain; improve the way they are perceived by consumers, their employees and potential hires; foster innovation by thinking about products and markets in new ways; and consequently open up new markets.
What's the significance of the "marriage optional" trend?
Marketers must recast their image of a single adult.
No longer can they afford to eclipse single women with images of the happy homemaker with 2.5 children. Single women are buying their homes, cars and other big-ticket items on their own. Marketers should cast singles in full lives of their own, not waiting for Mr. Right to lead them down the aisle to the starting line of adulthood.
Singles of all ages generally spend more of their income on alcohol, clothes, shoes and more, according to the U.S. Bureau of Labor Statistics. As they age, they are likely to earn more, developing a taste for luxury products, exotic travel and hobbies. Their lives revolve around going out with friends, adventure and dating, all activities that encourage consumer spending.
Which trend do you find most intriguing and why?
I find our Generation Go trend most intriguing because it looks at how twentysomethings in the developed world are finding opportunity in economic adversity.
Out of continued joblessness or discontent with the status quo is springing an unprecedented entrepreneurial mindset, enabled by technology that obliterates traditional barriers to entry. A so-called Lost Generation is transforming itself into a uniquely resourceful cohort.
***
The 2012 trends are:
1. Navigating the New Normal
2. Live a Little
3. Generation Go
4. The Rise of Shared Value
5. Food as the New Eco-Issue
6. Marriage Optional
7. Reengineering Randomness
8. Screened Interactions
9. Celebrating Aging
10. Objectifying Objects
For a full explanation of trends,
follow this link.
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