Monday, January 2, 2012

All the trends for 2012 in one blog post.Handy :)

I´m collecting the predictions in one post, to create an archive we all can come back to when we need a reference. Enjoy! Feel free to add more presentations in comments :)

JWT Intelligence

December 5, 2011

10 trends that will shape the world in 2012

Today we released our seventh annual year-end forecast of key trends that will shape or significantly impact consumer behavior in the near future. Continued economic uncertainty is at the center of or driving several of these trends; another theme is the rising idea of shared responsibility. As always, new technology is a key factor as well.
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, tough times will generate an unprecedented entrepreneurialism among the so-called Lost Generation, with today’s youth becoming a uniquely resourceful group that creates their own opportunity.
Two years ago we forecast that packaging would become a much bigger environmental issue; this year we believe the next big eco-issue will be the impact of our food choices on the environment, with various stakeholders—brands, governments and activist organizations—driving awareness around the topic and rethinking what food is sold and how it’s made.
On the tech side, more flat surfaces will become screens, and more screens will be interactive—touching them, gesturing at them and talking to them will become part of our everyday behaviors. And as technology makes our individual worlds more personalized and niche—and narrows the types of content, experiences and people we’re exposed to—greater emphasis will be placed on reintroducing randomness, discovery, inspiration and different points of view into our worlds.
For more on our “10 Trends for 2012,” see the Executive Summary below.
The full report—in which we cover each trend in detail, highlighting what’s driving the shift, how it’s manifesting and what it means for brands—is available here.

Marketing magazine

Roy Morgan Research this week released its ‘State of the Nation Report’, which tracks the relative importance of the key issues facing Australians. The big mover over the past few months has been ‘government, political and human rights’ which has shot up to almost equal the economy as the most important issue.
Concern for the environment has plummeted in recent months as the economy and the country’s governance gained an increasing share of the focus.
The economy, of course, has been captivating our attention for quite a while now. According to Dr Rebecca Huntley, director of The Ipsos Mackay Report, the long running social trends study that tracks the ‘mood and mind’ of Australians, we remain in an altered emotional state of conservatism and caution due to a combination of negative political leaders and media, and the filtering down of global unease. JWT Intelligence describes the uneasy and frugal mindset as the ‘new normal’, predicting it will continue for many years.
This altered state prompts Huntley to predict that spending will continue to flow towards online and private label goods in response, and that experiences will be favoured over brands even more. However, brands that incorporate experiential elements in their offer, or engage consumers on their journey, stand to unlock spending.
Technology is another recurring theme that is impacting on our behaviour and it continues to change the way we work and live. The pervasiveness of constant connectedness is clearly impacting on how Australians spend their leisure time. Fewer are playing sports (23%, down from 32% in 1999) while more are using ‘a computer at home’ (81%, up from 48% in 1999)[1]. Time spent facing a screen will continue to grow, with a number of sources predicting a ‘screen culture’ that will see screens turn up in greater numbers and more places.

Six consumer trends that will affect your brand
1. Mobile brings it all together. The impact of the smartphone is becoming all-encompassing. According to TNS, a mobile device is used by 51% of (smartphone owning) Australians while watching TV, 58% to find a product in store, 55% to do live price comparisons in store and 42% after viewing an ad [2]. It is the glue that connects the dots between offline stimulus and online touch point. And it is quickly becoming a platform for closing the purchase cycle also, with mcommerce set to take off rapidly, capitalising on the ability to connect ads, location, deals and purchasing on one device.
If you can’t see the above video, please refresh your browser.
Video: When grocery chain Tesco wanted to expand their market share in South Korea, they put up billboards in subway stations with their range of products, accompanied by QR codes, that consumers could scan, buy and have delivered by the time they got home.

2. Selling the experience
With many prioritising experiences over goods, savvy brands are incorporating experience into their offer. Bricks and mortar retailers are also looking to enhance the customer experience, a necessity if they are to recover, says Huntley. Her research notes an undercurrent of antagonism towards local retailers around disappointing in-store experiences, particularly when compared to overseas.

Video: Many are turning to the smartphone to enhance the in-store experience. Macy’s ‘Backstage Pass’ initiative delivered celebrity tips via QR codes on tags to enhance the retail environment.

3. Screen culture
With the explosive proliferation of smartphones, tablets, and the ‘cloud’, 2012 will see more surfaces become screens, and more screens become interactive. This is opening up novel opportunities to inform, engage and motivate consumers. 2012 will see three technological currents converge: Screens will be even more ubiquitous, mobile, cheap and always on; Interactivity via touchscreens, tablets etc. will increase; And, the screen will become an interface to everything and anything that lies beyond via the mobile web and, increasingly and finally mainstream in 2012, ‘the cloud’ [3].

Video: Adidas Germany’s ‘adiVerse Virtual Footwear Wall’ identifies nearby consumers as male or female and provides product recommendations accordingly.

4. The future of deals
In 2012, not only will consumers continue to hunt for deals and discounts, but they will do so with relish, if not pride. Deals are now about more than just saving money: it’s the thrill, the pursuit, the control, and the perceived smartness, and thus a source of status too [3]. However, deals will have to take on new creativity and relevance to consumers, with large discounts losing their novelty and no longer considered out of the norm.
Pictured: Notikum is a real-time, location-based app for Singaporeans which enables users to find deals near them, organised into categories of ‘Shop’, ‘Eat’ and ‘Play’.
5. Authenticity gives way to ‘flawsome’
The desire for authenticity goes up a notch every year. It’s now reaching the point where consumers are drawn to brands that behave more humanly, including by exposing their flaws. According to JWT, a greater emphasis will be placed on reintroducing randomness, discovery, inspiration and different points of view into our worlds. Consumers will embrace brands that push the boundaries with frank, risqué or non-corporate products, services and campaigns.
Pictured: In July 2011, US-based fast food retailer Domino’s launched a month-long promotional campaign in New York. Hiring out a huge billboard space in Times Square, the brand live-streamed good and bad customer feedback via Twitter onto the digital hoarding.
6. Bottom of the developed world’s pyramid
Prolonged economic unrest in the developed world has created consumers that are permanently in a cost sensitive state. Frugality and thrift are now the norm, with spending unlikely to return to pre-bust levels anytime soon. JWT Intelligence predicts that marketers will find new opportunities in creating stripped down offerings, smaller sizes and otherwise more accessible products and services, such as is common in the developing world.
Pictured: In the US, Heinz has introduced a range of smaller-sized and less expensive products to boost sales in a sluggish economy, including a 10 ounce (284 grams) pouch of ketchup retailing for US$0.99.
A final thought to keep in mind is that, according to JWT, trends don’t occur in isolation. They tend to intersect and work in tandem with each other. If this is true, these trends suggest that in 2012 your brand needs to start acting more human, revealing its flaws while exciting your customers with randomness delivered with a relevant deal via an interactive touchscreen experience. Marketingmagazine looks forward to hearing how you go about this.

[1] Findings from Roy Morgan Research, State of the Nation, November 2011.
[2] TNS, The Evolving Online Consumer, November 2011.
[3] Source: One of the world’s leading trend firms, sends out its free, monthly Trend Briefings to more than 160,000 subscribers worldwide in 9 languages.
[4] JWT’s 10 Trends for 2012 report is the result of quantitative, qualitative and desk research conducted throughout 2011.


In 2012, department stores, airlines, hotels, theme parks, museums, if not entire cities and nations around the world will roll out the red carpet for the new emperors, showering Chinese visitors and customers with tailored services and perks, and in general, lavish attention and respect.
Read RED CARPET in full (including examples from Hilton, Starwood and Harrods)


Expect to see consumers take advantage of new technologies and apps to discreetly and continuously track, manage and be alerted to, any changes in their personal health.
Read DIY HEALTH in full (including examples from Jawbone, Ford and Lifelens)


In 2012, not only will consumers continue to hunt for deals and discounts, but they will do so with relish if not pride. Deals are now about more than just saving money: it’s the thrill, the pursuit, the control, and the perceived smartness, and thus a source of status too.
Read DEALER-CHIC in full (including examples from American Express, Nokitum and Daitan)


Brands will increasingly take back all of their products for recycling (sometimes forced by new legislation), and recycle them responsibly and innovatively.
Read ECO-CYCOLOGY in full (including examples from Dell, Nike and Garnier)


Will coins and notes completely disappear in 2012? No. But a cashless future is (finally) upon us, as major players such as MasterCard and Google work to build a whole new eco-system of payments, rewards and offers around new mobile technologies.
Read CASH-LESS in full (including examples from Google, PayPal and Square)


The majority of consumers live in cities, yet in much of the world city life is chaotic, cramped and often none too pleasant. However at the same time, the creativity and vibrancy of these aspiring consumers, means that the global opportunities for brands which cater to the hundreds of millions of lower-income CITYSUMERS are unprecedented.
Read BOUP in full (including examples from PepsiCo, NCR and Aakash)


Anything that makes it downright simple- if not completely effortless- for consumers to contribute to something will be more popular than ever in 2012. Unlocked by the spread of ever smarter sensors in mobile phones, people will not only be able but increasingly willing, to broadcast information about where and what they are doing, to help improve products and services.
Read IDLE SOURCING in full (including examples from Street Bump and Waze)


Why to consumers, brands that behave more humanly, including exposing their flaws, will be awesome.
Read FLAWSOME in fullhere.


Thanks to the continued explosion of touchscreen smartphones, tablets, and the 'cloud', 2012 will see a SCREEN CULTURE that is not only more pervasive, but more personal, more immersive and more interactive than ever.
Read SCREEN CULTURE in full (including examples from Sky, 8ta and Huawei)


It’s never been easier for savvy consumers to resell or trade in past purchases, and unlock the value in their current possessions. In 2012, ‘trading in’ is the new buying.
Read RECOMMERCE in full (including examples from Decathlon, Amazon and Levi’s)


While cultural differences will continue to shape consumer desires, middle-class and/or younger consumers in almost everymarket will embrace brands that push the boundaries. Expect frank, risqué or non-corporate products, services and campaigns from emerging markets to be on the rise in 2012.
Read EMERGING MATURIALISM in full(including examples from Diesel, Johnson & Johnson and Sanitol)


Consumers are used to being able to find out just about anything that’s online or text-based, but 2012 will see instant visualinformation gratification brought into the real and visual world with objects and even people.
Read POINT & KNOW in full (including examples from Starbucks, eBay and Amazon)

1 comment:

  1. Your so passinate about writing and look forward to many more updates!!Marketing Executive Job Responsibilities


Thank you for your insights :)

Note: Only a member of this blog may post a comment.