100 Things to Watch in 2012 · 100 Things To WaTch in 2012 1. Access Everywhere 2. Album Evolution 3. All Things Military- Inspired 4. Antique Eats 5. Anywhere, Any-Way Shopping 6.
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100 Things To WaTch in 2012
bullBackground
bullOurTrackRecord
bullOurThingstoWatchin2012
100 Things To WaTch in 2012
100 Things To WaTch in 2012
100 Things To WaTch in 2012
1 AccessEverywhere
2 AlbumEvolution
3 AllThingsMilitary-Inspired
4 AntiqueEats
5 AnywhereAny-WayShopping
6 AppOverload
7 AppsforanAgingWorld
8 TheAttentionEconomy
9 Batuka
10 BenefitCorporations
11 BookClub20
12 BYOD(BringYourOwnDevice)
13 CloudSecurity
14 CrowdsourcedCommutes
15 CrowdsourcedLearning
16 CurbingFoodWaste
17 DangerZoneTravel
18 Digital-Into-PhysicalPostcards
19 ElectricFleets
20 FacebookrsquosIPO
21 FacialRecognitionFury
22 FatTaxes
23 FlippedClassrooms
24 FloatingYoga
25 For-ProfitChainsNonprofitStores
26 FuelFromWaste
27 GardenCamping
28 GenZ
29 GestureRecognition
30 HealthyVendingMachines
31 HeirloomEverything
32 The Hobbit
33 Honey
34 HydrationStations
35 IndianE-commerce
36 Inhaling
37 Internet-EnabledCars
38 iTV
39 LCDArt
40 LeadershipShakeups
41 LighterCars
42 Loosecubes
43 Lytro
44 MarquesToliver
45 MobileSecurity
46 MotivationalObjects
47 MushroomsasFunctionalFood
48 MushroomsGoGreen
49 Myanmar
50 NadinePonce
51 OlympicsrsquoNewSport
52 OnlineLivesinPrint
53 P-to-PExperiences
54 ThePersonalRetailer
55 PlayasaCompetitiveAdvantage
56 Pluerry
57 PublicBookshelves
58 RainwaterHarvesting
59 RemakingldquoMadeinChinardquo
60 RollingStonesrsquo50thAnniversaryTour
61 RooftopFarming
62 RootsRevival
63 ScooterSurge
64 ScreenedDining
65 ScreenedShopping
66 SeniorCohousing
67 Silence
68 SiliconValleySiblings
69 SmallerSKUs
70 SmartClothing
71 SmarterCheck-ins
72 SocialSeating
73 SolarGetsSimpler
74 SpikingFoodPrices
75 Split-PersonalitySmartphones
76 Stationery
77 Stripped-DownProductsServices
78 SundanceLondon
79 SustainablePalmOil
80 TabletsReplacePaper
81 Tap-and-PayIncentives
82 ATitanicAnniversary
83 TokyoSkyTree
84 TomDaley
85 ToysforTablets
86 TVCommerce
87 ldquoUltrardquo
88 UnwrappingtheProcess
89 Vdio
90 Video-grams
91 VirtualFittingRooms
92 Voice-BasedMicroblogging
93 VoiceControl
94 WebChatEverywhere
95 WiiU
96 Women-OnlyHotelFloors
97 YourPublicStory
98 YouTubetheNewBoobTube
99 Zimbabwe
100Zink
ImagecreditApple
Withtheproliferationofcloud-basedservicesandInternet-enabledeverythingconsumerswillbeaccessingmusicbooksandvideomdashmediatheyeitherownorbuyintothroughsubscriptionsmdashonamultitudeofWeb-connecteddeviceswherevertheyareWersquollbelisteningtoSpotifyandthelikefromInternet-enabledcarsspeakersandevenfridgeswatchingmoviesontabletsorTVsviaserviceslikeNetflixandtheupcomingVdioorthenewldquodigitalcontentlockerrdquoUltraVioletandcatchingupwithTVeverywhereasprovidersexpandaccesstoallourdevices
TechnologyhasmostlyoutpacedcreativitywhenitcomestothealbumformatButin2011BjoumlrksetahighbarwithanldquoappalbumrdquoBiophiliathatallowsforrichexplorationoftheworkrsquosthemesTheduoBluebrainreleasedtwoldquolocationawarerdquoalbumsappsthatplaymusicbasedonthelistenerrsquoslocationonWashingtonDCrsquosNationalMallandinNewYorkrsquosCentralParkAndTheRootscomplementedundunwithanappdesignedtofleshoutthefictionalcharacteratthealbumrsquoscenterExpectmorere-imaginingsofthealbumfromartistscollaboratingwithsoftwaredevelopersandmultimediaortransmediainnovators
ImagecreditBjoumlrk
OntheheelsofOsamabinLadenrsquostakedownaslewoftragicnaturaldisastersandthepopularityofapocalypticthemeswersquollseemoregearlikeGoruckrsquosBrickBags(redesignedmilitarysacksmadefromtop-gradematerial)andtheCrovel(anldquoextremerdquofoldingshovelthatcombines13survivaltools)AndchallengesinspiredbymilitarytrainingareontheriselikeToughMudderandtheGoruckChallengewhichtestenduranceonextremecoursesorunderextremeconditionsThisboots-on-the-groundmentalityisasubconsciouspreparationfortheworstatatimewhensurvivalskillsfeelmoreessential
ImagecreditToughMudder
Imagecreditdinnerbyhestoncom
TheheritagetrendismakingitswaytofoodwithchefsdigginguprecipesandaddingingredientsfromyesteryearThehotrestaurantDinnerbyHestonBlumenthalinLondonservesbygoneBritishdishesSomeofthisisforthemoreadventurous(egGrantAchatzrsquosduckwithbloodsauceinChicago)butintheUKatleasteverydayconsumersarepreparingmeatsthathearkenbacktooldereraslikepheasantvenisonandwoodpigeon
ImagecreditRecklessnutter
Ase-commerceandbrick-and-mortarretailingintegrateandoverlapshoppingwillentailsimplyclickingmdashbuyingproductsfromaPCormobiledevicemdashandthencollectingtheorderataphysicallocationorhavingitimmediatelydeliveredMultichannelbuyingwillbefasterandmorestreamlinedwithlesstimeinlinesandshorterwaitsforonlineshoppersSomesupermarketsaresettingupdisplayswhereshoppersscanQRcodesfortheitemstheywantthenhavethemdeliveredorpickthemupin-storeWersquollalsoseeclick-and-deliverforin-storeshopperswhowantdifferentsizesshorterwaitsorlessheavylifting
ImagecreditBlakePatterson
Navigatingthevastworldofappsisalreadydauntingandtheapp-ifyingofeverything(desktopscarsTVsetc)isonlyjustbeginningApplersquosAppStoreforexampleoffersmorethanhalfamillionoptionswithaslewofldquocopycatappsrdquoclutteringupthosevirtualshelvesThenoveltyofappswillwearoffasconsumersbecomeparalyzedbytoomanychoices
ImagecreditGlassesOff
AsmarketersRetoolforanAgingWorldoneofour10Trendsfor2010expectmoreappsaimedatolderdemographicsTheGlassesOffiPhoneappforexampleduein2012isaprogramthatpurportstoimprovevisionbytrainingreadersrsquoeyestoadapttocertainpatternsTheTellMyGeoappcanhelpcaregiverskeeptrackofelderlyfriendsandfamily
ImagecreditLoffles
WithconsumersmoredistractedthanevermarketerswillofferlittlebribesfortheirattentionWebsitessuchasLofflesprovideprizesforwatchingandrespondingtoadsfromclientsincludingtheAmericanRedCrossUNICEFandKelloggrsquosCouponNetworkcomisrewardingshopperswhowatchashortbrandedvideowithhigher-valuedigitalcouponsServiceslikeGamesThatGiveletbrands(egPepsiandStarbucks)sponsorFacebookgamesrewardingparticipantswithoptionsforcharitabledonationsAndFreeATMsNYCislookingtoinstallcashmachineswithscreensforadsenablinguserstoskiptheout-of-networkfeeinexchangeforwatchingamarketingmessage
ImagecreditBatuka
LaunchedinSpainin2005Batukaisprimedtobethenextinternationaldance-fitnesscrazeLikeZumbaBatukareliesheavilyonLatinAmerican-inspiredmovesbutalsoincorporatesawellnessphilosophyemphasizinggoodnutritionapositiveoutlookandthemind-bodyconnectionItalsousesonlyoriginalcompositionsfrommusicianKikeSantanderTeachertrainingcourseslaunchedinNorthAmericainfall2011andplanscallforexpansionthroughoutEuropein2012
ImagecreditBCorporation
WhilecorporationstraditionallyfocusonincreasingshareholdervalueBenefitCorporationsoperateunderlegalprovisionsthatenableacompanytotakeallstakeholdersintoconsiderationnotonlystockholdersThelegislationadoptedinseveralUSstatessofarallowsbusinessestoembedsustainabilityprinciplesintotheirDNAAlternativelycompaniescanseekcertificationasaldquoBCorprdquofromthenonprofitBLabcloseto500havenowbeencertifiedinNorthAmericaandEuropeAsSharedValuegainssteammdashoneofour10Trendsfor2012mdashwatchformorecorporationstotweakthemoderncapitalistmodel
ImagecreditMoreMagazineTV
Themass-readingexperiencethatOprahkick-startedisevolvingintobookclubsthatspanWebtoolsIn2011MoremagazineusedSkypegroupvideo-callingtoenablenineUSbookclubstochatconcurrentlyaboutaMegWolitzernovelwiththeauthorparticipatingThe Atlanticrsquos1book140usesTwitterasaplatformTweetersnominateandvoteonbooksthentweetabouttheselectionsInJanuaryTheHuffingtonPostlaunchesabookclubthatencouragesreaderstocontributeviaTwitterFacebookYouTubeFlickrandInstagrambookstoreeventsarealsointhemix
Imagecreditairfaxcom
WiththemobiledevicenowanEverythingHubandcontentaccessiblethroughthecloudbusinesseswillneedtoadapttoBYODcultureEmployersarescramblingtoformulateBYODpoliciesasmoreworkersbringtheirowndevicestotheofficeAirlinesincludingVirginAmericaAmericanAirlinesandGermanyrsquosCondorareofferingaudioandvideoviaWi-Fiforthosewhoeschewtheseat-backscreeninfavoroftheirownLikewisesomehotelguestswillbeabletowatchpay-per-viewmoviesontheirowndevicesaswellastheroomrsquosTV
ImagecreditCipherCloud
AsmorebusinessesstoremorecustomerandproprietaryinformationinthecloudthethreatofhackersaccessingscoresofcreditcardnumberspendingpatentsandmorewillpromptariseincloudsecurityconcernsandservicesthatclaimtobeasolutionCompaniesincludingCloudLockCyber-ArkandCipherCloudarealreadysellingsecuritymeasurestobigbusinessesAndGoogleVerizonIntelMcAfeeandMicrosofthavealljoinedtheCloudSecurityAlliancededicatedtobestpracticesforcloudsecurity
ImagecreditWaze
AppsthatcollectdatafromcommuterswillhelptoguideagrowingnumberofdriversontheirroutesNavigationappsmostnotablyWazeactlikeaGPSdeviceindirectingdriversbutalsousereal-timedatafromphonesensorsalongwithactiveuserinputtomakesmartadjustmentsbasedontrafficandotherroadissuesWazealreadycounts8milliondriversworldwideandisplanningexpansionintoChina
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
100 Things To WaTch in 2012
100 Things To WaTch in 2012
100 Things To WaTch in 2012
1 AccessEverywhere
2 AlbumEvolution
3 AllThingsMilitary-Inspired
4 AntiqueEats
5 AnywhereAny-WayShopping
6 AppOverload
7 AppsforanAgingWorld
8 TheAttentionEconomy
9 Batuka
10 BenefitCorporations
11 BookClub20
12 BYOD(BringYourOwnDevice)
13 CloudSecurity
14 CrowdsourcedCommutes
15 CrowdsourcedLearning
16 CurbingFoodWaste
17 DangerZoneTravel
18 Digital-Into-PhysicalPostcards
19 ElectricFleets
20 FacebookrsquosIPO
21 FacialRecognitionFury
22 FatTaxes
23 FlippedClassrooms
24 FloatingYoga
25 For-ProfitChainsNonprofitStores
26 FuelFromWaste
27 GardenCamping
28 GenZ
29 GestureRecognition
30 HealthyVendingMachines
31 HeirloomEverything
32 The Hobbit
33 Honey
34 HydrationStations
35 IndianE-commerce
36 Inhaling
37 Internet-EnabledCars
38 iTV
39 LCDArt
40 LeadershipShakeups
41 LighterCars
42 Loosecubes
43 Lytro
44 MarquesToliver
45 MobileSecurity
46 MotivationalObjects
47 MushroomsasFunctionalFood
48 MushroomsGoGreen
49 Myanmar
50 NadinePonce
51 OlympicsrsquoNewSport
52 OnlineLivesinPrint
53 P-to-PExperiences
54 ThePersonalRetailer
55 PlayasaCompetitiveAdvantage
56 Pluerry
57 PublicBookshelves
58 RainwaterHarvesting
59 RemakingldquoMadeinChinardquo
60 RollingStonesrsquo50thAnniversaryTour
61 RooftopFarming
62 RootsRevival
63 ScooterSurge
64 ScreenedDining
65 ScreenedShopping
66 SeniorCohousing
67 Silence
68 SiliconValleySiblings
69 SmallerSKUs
70 SmartClothing
71 SmarterCheck-ins
72 SocialSeating
73 SolarGetsSimpler
74 SpikingFoodPrices
75 Split-PersonalitySmartphones
76 Stationery
77 Stripped-DownProductsServices
78 SundanceLondon
79 SustainablePalmOil
80 TabletsReplacePaper
81 Tap-and-PayIncentives
82 ATitanicAnniversary
83 TokyoSkyTree
84 TomDaley
85 ToysforTablets
86 TVCommerce
87 ldquoUltrardquo
88 UnwrappingtheProcess
89 Vdio
90 Video-grams
91 VirtualFittingRooms
92 Voice-BasedMicroblogging
93 VoiceControl
94 WebChatEverywhere
95 WiiU
96 Women-OnlyHotelFloors
97 YourPublicStory
98 YouTubetheNewBoobTube
99 Zimbabwe
100Zink
ImagecreditApple
Withtheproliferationofcloud-basedservicesandInternet-enabledeverythingconsumerswillbeaccessingmusicbooksandvideomdashmediatheyeitherownorbuyintothroughsubscriptionsmdashonamultitudeofWeb-connecteddeviceswherevertheyareWersquollbelisteningtoSpotifyandthelikefromInternet-enabledcarsspeakersandevenfridgeswatchingmoviesontabletsorTVsviaserviceslikeNetflixandtheupcomingVdioorthenewldquodigitalcontentlockerrdquoUltraVioletandcatchingupwithTVeverywhereasprovidersexpandaccesstoallourdevices
TechnologyhasmostlyoutpacedcreativitywhenitcomestothealbumformatButin2011BjoumlrksetahighbarwithanldquoappalbumrdquoBiophiliathatallowsforrichexplorationoftheworkrsquosthemesTheduoBluebrainreleasedtwoldquolocationawarerdquoalbumsappsthatplaymusicbasedonthelistenerrsquoslocationonWashingtonDCrsquosNationalMallandinNewYorkrsquosCentralParkAndTheRootscomplementedundunwithanappdesignedtofleshoutthefictionalcharacteratthealbumrsquoscenterExpectmorere-imaginingsofthealbumfromartistscollaboratingwithsoftwaredevelopersandmultimediaortransmediainnovators
ImagecreditBjoumlrk
OntheheelsofOsamabinLadenrsquostakedownaslewoftragicnaturaldisastersandthepopularityofapocalypticthemeswersquollseemoregearlikeGoruckrsquosBrickBags(redesignedmilitarysacksmadefromtop-gradematerial)andtheCrovel(anldquoextremerdquofoldingshovelthatcombines13survivaltools)AndchallengesinspiredbymilitarytrainingareontheriselikeToughMudderandtheGoruckChallengewhichtestenduranceonextremecoursesorunderextremeconditionsThisboots-on-the-groundmentalityisasubconsciouspreparationfortheworstatatimewhensurvivalskillsfeelmoreessential
ImagecreditToughMudder
Imagecreditdinnerbyhestoncom
TheheritagetrendismakingitswaytofoodwithchefsdigginguprecipesandaddingingredientsfromyesteryearThehotrestaurantDinnerbyHestonBlumenthalinLondonservesbygoneBritishdishesSomeofthisisforthemoreadventurous(egGrantAchatzrsquosduckwithbloodsauceinChicago)butintheUKatleasteverydayconsumersarepreparingmeatsthathearkenbacktooldereraslikepheasantvenisonandwoodpigeon
ImagecreditRecklessnutter
Ase-commerceandbrick-and-mortarretailingintegrateandoverlapshoppingwillentailsimplyclickingmdashbuyingproductsfromaPCormobiledevicemdashandthencollectingtheorderataphysicallocationorhavingitimmediatelydeliveredMultichannelbuyingwillbefasterandmorestreamlinedwithlesstimeinlinesandshorterwaitsforonlineshoppersSomesupermarketsaresettingupdisplayswhereshoppersscanQRcodesfortheitemstheywantthenhavethemdeliveredorpickthemupin-storeWersquollalsoseeclick-and-deliverforin-storeshopperswhowantdifferentsizesshorterwaitsorlessheavylifting
ImagecreditBlakePatterson
Navigatingthevastworldofappsisalreadydauntingandtheapp-ifyingofeverything(desktopscarsTVsetc)isonlyjustbeginningApplersquosAppStoreforexampleoffersmorethanhalfamillionoptionswithaslewofldquocopycatappsrdquoclutteringupthosevirtualshelvesThenoveltyofappswillwearoffasconsumersbecomeparalyzedbytoomanychoices
ImagecreditGlassesOff
AsmarketersRetoolforanAgingWorldoneofour10Trendsfor2010expectmoreappsaimedatolderdemographicsTheGlassesOffiPhoneappforexampleduein2012isaprogramthatpurportstoimprovevisionbytrainingreadersrsquoeyestoadapttocertainpatternsTheTellMyGeoappcanhelpcaregiverskeeptrackofelderlyfriendsandfamily
ImagecreditLoffles
WithconsumersmoredistractedthanevermarketerswillofferlittlebribesfortheirattentionWebsitessuchasLofflesprovideprizesforwatchingandrespondingtoadsfromclientsincludingtheAmericanRedCrossUNICEFandKelloggrsquosCouponNetworkcomisrewardingshopperswhowatchashortbrandedvideowithhigher-valuedigitalcouponsServiceslikeGamesThatGiveletbrands(egPepsiandStarbucks)sponsorFacebookgamesrewardingparticipantswithoptionsforcharitabledonationsAndFreeATMsNYCislookingtoinstallcashmachineswithscreensforadsenablinguserstoskiptheout-of-networkfeeinexchangeforwatchingamarketingmessage
ImagecreditBatuka
LaunchedinSpainin2005Batukaisprimedtobethenextinternationaldance-fitnesscrazeLikeZumbaBatukareliesheavilyonLatinAmerican-inspiredmovesbutalsoincorporatesawellnessphilosophyemphasizinggoodnutritionapositiveoutlookandthemind-bodyconnectionItalsousesonlyoriginalcompositionsfrommusicianKikeSantanderTeachertrainingcourseslaunchedinNorthAmericainfall2011andplanscallforexpansionthroughoutEuropein2012
ImagecreditBCorporation
WhilecorporationstraditionallyfocusonincreasingshareholdervalueBenefitCorporationsoperateunderlegalprovisionsthatenableacompanytotakeallstakeholdersintoconsiderationnotonlystockholdersThelegislationadoptedinseveralUSstatessofarallowsbusinessestoembedsustainabilityprinciplesintotheirDNAAlternativelycompaniescanseekcertificationasaldquoBCorprdquofromthenonprofitBLabcloseto500havenowbeencertifiedinNorthAmericaandEuropeAsSharedValuegainssteammdashoneofour10Trendsfor2012mdashwatchformorecorporationstotweakthemoderncapitalistmodel
ImagecreditMoreMagazineTV
Themass-readingexperiencethatOprahkick-startedisevolvingintobookclubsthatspanWebtoolsIn2011MoremagazineusedSkypegroupvideo-callingtoenablenineUSbookclubstochatconcurrentlyaboutaMegWolitzernovelwiththeauthorparticipatingThe Atlanticrsquos1book140usesTwitterasaplatformTweetersnominateandvoteonbooksthentweetabouttheselectionsInJanuaryTheHuffingtonPostlaunchesabookclubthatencouragesreaderstocontributeviaTwitterFacebookYouTubeFlickrandInstagrambookstoreeventsarealsointhemix
Imagecreditairfaxcom
WiththemobiledevicenowanEverythingHubandcontentaccessiblethroughthecloudbusinesseswillneedtoadapttoBYODcultureEmployersarescramblingtoformulateBYODpoliciesasmoreworkersbringtheirowndevicestotheofficeAirlinesincludingVirginAmericaAmericanAirlinesandGermanyrsquosCondorareofferingaudioandvideoviaWi-Fiforthosewhoeschewtheseat-backscreeninfavoroftheirownLikewisesomehotelguestswillbeabletowatchpay-per-viewmoviesontheirowndevicesaswellastheroomrsquosTV
ImagecreditCipherCloud
AsmorebusinessesstoremorecustomerandproprietaryinformationinthecloudthethreatofhackersaccessingscoresofcreditcardnumberspendingpatentsandmorewillpromptariseincloudsecurityconcernsandservicesthatclaimtobeasolutionCompaniesincludingCloudLockCyber-ArkandCipherCloudarealreadysellingsecuritymeasurestobigbusinessesAndGoogleVerizonIntelMcAfeeandMicrosofthavealljoinedtheCloudSecurityAlliancededicatedtobestpracticesforcloudsecurity
ImagecreditWaze
AppsthatcollectdatafromcommuterswillhelptoguideagrowingnumberofdriversontheirroutesNavigationappsmostnotablyWazeactlikeaGPSdeviceindirectingdriversbutalsousereal-timedatafromphonesensorsalongwithactiveuserinputtomakesmartadjustmentsbasedontrafficandotherroadissuesWazealreadycounts8milliondriversworldwideandisplanningexpansionintoChina
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
100 Things To WaTch in 2012
100 Things To WaTch in 2012
1 AccessEverywhere
2 AlbumEvolution
3 AllThingsMilitary-Inspired
4 AntiqueEats
5 AnywhereAny-WayShopping
6 AppOverload
7 AppsforanAgingWorld
8 TheAttentionEconomy
9 Batuka
10 BenefitCorporations
11 BookClub20
12 BYOD(BringYourOwnDevice)
13 CloudSecurity
14 CrowdsourcedCommutes
15 CrowdsourcedLearning
16 CurbingFoodWaste
17 DangerZoneTravel
18 Digital-Into-PhysicalPostcards
19 ElectricFleets
20 FacebookrsquosIPO
21 FacialRecognitionFury
22 FatTaxes
23 FlippedClassrooms
24 FloatingYoga
25 For-ProfitChainsNonprofitStores
26 FuelFromWaste
27 GardenCamping
28 GenZ
29 GestureRecognition
30 HealthyVendingMachines
31 HeirloomEverything
32 The Hobbit
33 Honey
34 HydrationStations
35 IndianE-commerce
36 Inhaling
37 Internet-EnabledCars
38 iTV
39 LCDArt
40 LeadershipShakeups
41 LighterCars
42 Loosecubes
43 Lytro
44 MarquesToliver
45 MobileSecurity
46 MotivationalObjects
47 MushroomsasFunctionalFood
48 MushroomsGoGreen
49 Myanmar
50 NadinePonce
51 OlympicsrsquoNewSport
52 OnlineLivesinPrint
53 P-to-PExperiences
54 ThePersonalRetailer
55 PlayasaCompetitiveAdvantage
56 Pluerry
57 PublicBookshelves
58 RainwaterHarvesting
59 RemakingldquoMadeinChinardquo
60 RollingStonesrsquo50thAnniversaryTour
61 RooftopFarming
62 RootsRevival
63 ScooterSurge
64 ScreenedDining
65 ScreenedShopping
66 SeniorCohousing
67 Silence
68 SiliconValleySiblings
69 SmallerSKUs
70 SmartClothing
71 SmarterCheck-ins
72 SocialSeating
73 SolarGetsSimpler
74 SpikingFoodPrices
75 Split-PersonalitySmartphones
76 Stationery
77 Stripped-DownProductsServices
78 SundanceLondon
79 SustainablePalmOil
80 TabletsReplacePaper
81 Tap-and-PayIncentives
82 ATitanicAnniversary
83 TokyoSkyTree
84 TomDaley
85 ToysforTablets
86 TVCommerce
87 ldquoUltrardquo
88 UnwrappingtheProcess
89 Vdio
90 Video-grams
91 VirtualFittingRooms
92 Voice-BasedMicroblogging
93 VoiceControl
94 WebChatEverywhere
95 WiiU
96 Women-OnlyHotelFloors
97 YourPublicStory
98 YouTubetheNewBoobTube
99 Zimbabwe
100Zink
ImagecreditApple
Withtheproliferationofcloud-basedservicesandInternet-enabledeverythingconsumerswillbeaccessingmusicbooksandvideomdashmediatheyeitherownorbuyintothroughsubscriptionsmdashonamultitudeofWeb-connecteddeviceswherevertheyareWersquollbelisteningtoSpotifyandthelikefromInternet-enabledcarsspeakersandevenfridgeswatchingmoviesontabletsorTVsviaserviceslikeNetflixandtheupcomingVdioorthenewldquodigitalcontentlockerrdquoUltraVioletandcatchingupwithTVeverywhereasprovidersexpandaccesstoallourdevices
TechnologyhasmostlyoutpacedcreativitywhenitcomestothealbumformatButin2011BjoumlrksetahighbarwithanldquoappalbumrdquoBiophiliathatallowsforrichexplorationoftheworkrsquosthemesTheduoBluebrainreleasedtwoldquolocationawarerdquoalbumsappsthatplaymusicbasedonthelistenerrsquoslocationonWashingtonDCrsquosNationalMallandinNewYorkrsquosCentralParkAndTheRootscomplementedundunwithanappdesignedtofleshoutthefictionalcharacteratthealbumrsquoscenterExpectmorere-imaginingsofthealbumfromartistscollaboratingwithsoftwaredevelopersandmultimediaortransmediainnovators
ImagecreditBjoumlrk
OntheheelsofOsamabinLadenrsquostakedownaslewoftragicnaturaldisastersandthepopularityofapocalypticthemeswersquollseemoregearlikeGoruckrsquosBrickBags(redesignedmilitarysacksmadefromtop-gradematerial)andtheCrovel(anldquoextremerdquofoldingshovelthatcombines13survivaltools)AndchallengesinspiredbymilitarytrainingareontheriselikeToughMudderandtheGoruckChallengewhichtestenduranceonextremecoursesorunderextremeconditionsThisboots-on-the-groundmentalityisasubconsciouspreparationfortheworstatatimewhensurvivalskillsfeelmoreessential
ImagecreditToughMudder
Imagecreditdinnerbyhestoncom
TheheritagetrendismakingitswaytofoodwithchefsdigginguprecipesandaddingingredientsfromyesteryearThehotrestaurantDinnerbyHestonBlumenthalinLondonservesbygoneBritishdishesSomeofthisisforthemoreadventurous(egGrantAchatzrsquosduckwithbloodsauceinChicago)butintheUKatleasteverydayconsumersarepreparingmeatsthathearkenbacktooldereraslikepheasantvenisonandwoodpigeon
ImagecreditRecklessnutter
Ase-commerceandbrick-and-mortarretailingintegrateandoverlapshoppingwillentailsimplyclickingmdashbuyingproductsfromaPCormobiledevicemdashandthencollectingtheorderataphysicallocationorhavingitimmediatelydeliveredMultichannelbuyingwillbefasterandmorestreamlinedwithlesstimeinlinesandshorterwaitsforonlineshoppersSomesupermarketsaresettingupdisplayswhereshoppersscanQRcodesfortheitemstheywantthenhavethemdeliveredorpickthemupin-storeWersquollalsoseeclick-and-deliverforin-storeshopperswhowantdifferentsizesshorterwaitsorlessheavylifting
ImagecreditBlakePatterson
Navigatingthevastworldofappsisalreadydauntingandtheapp-ifyingofeverything(desktopscarsTVsetc)isonlyjustbeginningApplersquosAppStoreforexampleoffersmorethanhalfamillionoptionswithaslewofldquocopycatappsrdquoclutteringupthosevirtualshelvesThenoveltyofappswillwearoffasconsumersbecomeparalyzedbytoomanychoices
ImagecreditGlassesOff
AsmarketersRetoolforanAgingWorldoneofour10Trendsfor2010expectmoreappsaimedatolderdemographicsTheGlassesOffiPhoneappforexampleduein2012isaprogramthatpurportstoimprovevisionbytrainingreadersrsquoeyestoadapttocertainpatternsTheTellMyGeoappcanhelpcaregiverskeeptrackofelderlyfriendsandfamily
ImagecreditLoffles
WithconsumersmoredistractedthanevermarketerswillofferlittlebribesfortheirattentionWebsitessuchasLofflesprovideprizesforwatchingandrespondingtoadsfromclientsincludingtheAmericanRedCrossUNICEFandKelloggrsquosCouponNetworkcomisrewardingshopperswhowatchashortbrandedvideowithhigher-valuedigitalcouponsServiceslikeGamesThatGiveletbrands(egPepsiandStarbucks)sponsorFacebookgamesrewardingparticipantswithoptionsforcharitabledonationsAndFreeATMsNYCislookingtoinstallcashmachineswithscreensforadsenablinguserstoskiptheout-of-networkfeeinexchangeforwatchingamarketingmessage
ImagecreditBatuka
LaunchedinSpainin2005Batukaisprimedtobethenextinternationaldance-fitnesscrazeLikeZumbaBatukareliesheavilyonLatinAmerican-inspiredmovesbutalsoincorporatesawellnessphilosophyemphasizinggoodnutritionapositiveoutlookandthemind-bodyconnectionItalsousesonlyoriginalcompositionsfrommusicianKikeSantanderTeachertrainingcourseslaunchedinNorthAmericainfall2011andplanscallforexpansionthroughoutEuropein2012
ImagecreditBCorporation
WhilecorporationstraditionallyfocusonincreasingshareholdervalueBenefitCorporationsoperateunderlegalprovisionsthatenableacompanytotakeallstakeholdersintoconsiderationnotonlystockholdersThelegislationadoptedinseveralUSstatessofarallowsbusinessestoembedsustainabilityprinciplesintotheirDNAAlternativelycompaniescanseekcertificationasaldquoBCorprdquofromthenonprofitBLabcloseto500havenowbeencertifiedinNorthAmericaandEuropeAsSharedValuegainssteammdashoneofour10Trendsfor2012mdashwatchformorecorporationstotweakthemoderncapitalistmodel
ImagecreditMoreMagazineTV
Themass-readingexperiencethatOprahkick-startedisevolvingintobookclubsthatspanWebtoolsIn2011MoremagazineusedSkypegroupvideo-callingtoenablenineUSbookclubstochatconcurrentlyaboutaMegWolitzernovelwiththeauthorparticipatingThe Atlanticrsquos1book140usesTwitterasaplatformTweetersnominateandvoteonbooksthentweetabouttheselectionsInJanuaryTheHuffingtonPostlaunchesabookclubthatencouragesreaderstocontributeviaTwitterFacebookYouTubeFlickrandInstagrambookstoreeventsarealsointhemix
Imagecreditairfaxcom
WiththemobiledevicenowanEverythingHubandcontentaccessiblethroughthecloudbusinesseswillneedtoadapttoBYODcultureEmployersarescramblingtoformulateBYODpoliciesasmoreworkersbringtheirowndevicestotheofficeAirlinesincludingVirginAmericaAmericanAirlinesandGermanyrsquosCondorareofferingaudioandvideoviaWi-Fiforthosewhoeschewtheseat-backscreeninfavoroftheirownLikewisesomehotelguestswillbeabletowatchpay-per-viewmoviesontheirowndevicesaswellastheroomrsquosTV
ImagecreditCipherCloud
AsmorebusinessesstoremorecustomerandproprietaryinformationinthecloudthethreatofhackersaccessingscoresofcreditcardnumberspendingpatentsandmorewillpromptariseincloudsecurityconcernsandservicesthatclaimtobeasolutionCompaniesincludingCloudLockCyber-ArkandCipherCloudarealreadysellingsecuritymeasurestobigbusinessesAndGoogleVerizonIntelMcAfeeandMicrosofthavealljoinedtheCloudSecurityAlliancededicatedtobestpracticesforcloudsecurity
ImagecreditWaze
AppsthatcollectdatafromcommuterswillhelptoguideagrowingnumberofdriversontheirroutesNavigationappsmostnotablyWazeactlikeaGPSdeviceindirectingdriversbutalsousereal-timedatafromphonesensorsalongwithactiveuserinputtomakesmartadjustmentsbasedontrafficandotherroadissuesWazealreadycounts8milliondriversworldwideandisplanningexpansionintoChina
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
100 Things To WaTch in 2012
1 AccessEverywhere
2 AlbumEvolution
3 AllThingsMilitary-Inspired
4 AntiqueEats
5 AnywhereAny-WayShopping
6 AppOverload
7 AppsforanAgingWorld
8 TheAttentionEconomy
9 Batuka
10 BenefitCorporations
11 BookClub20
12 BYOD(BringYourOwnDevice)
13 CloudSecurity
14 CrowdsourcedCommutes
15 CrowdsourcedLearning
16 CurbingFoodWaste
17 DangerZoneTravel
18 Digital-Into-PhysicalPostcards
19 ElectricFleets
20 FacebookrsquosIPO
21 FacialRecognitionFury
22 FatTaxes
23 FlippedClassrooms
24 FloatingYoga
25 For-ProfitChainsNonprofitStores
26 FuelFromWaste
27 GardenCamping
28 GenZ
29 GestureRecognition
30 HealthyVendingMachines
31 HeirloomEverything
32 The Hobbit
33 Honey
34 HydrationStations
35 IndianE-commerce
36 Inhaling
37 Internet-EnabledCars
38 iTV
39 LCDArt
40 LeadershipShakeups
41 LighterCars
42 Loosecubes
43 Lytro
44 MarquesToliver
45 MobileSecurity
46 MotivationalObjects
47 MushroomsasFunctionalFood
48 MushroomsGoGreen
49 Myanmar
50 NadinePonce
51 OlympicsrsquoNewSport
52 OnlineLivesinPrint
53 P-to-PExperiences
54 ThePersonalRetailer
55 PlayasaCompetitiveAdvantage
56 Pluerry
57 PublicBookshelves
58 RainwaterHarvesting
59 RemakingldquoMadeinChinardquo
60 RollingStonesrsquo50thAnniversaryTour
61 RooftopFarming
62 RootsRevival
63 ScooterSurge
64 ScreenedDining
65 ScreenedShopping
66 SeniorCohousing
67 Silence
68 SiliconValleySiblings
69 SmallerSKUs
70 SmartClothing
71 SmarterCheck-ins
72 SocialSeating
73 SolarGetsSimpler
74 SpikingFoodPrices
75 Split-PersonalitySmartphones
76 Stationery
77 Stripped-DownProductsServices
78 SundanceLondon
79 SustainablePalmOil
80 TabletsReplacePaper
81 Tap-and-PayIncentives
82 ATitanicAnniversary
83 TokyoSkyTree
84 TomDaley
85 ToysforTablets
86 TVCommerce
87 ldquoUltrardquo
88 UnwrappingtheProcess
89 Vdio
90 Video-grams
91 VirtualFittingRooms
92 Voice-BasedMicroblogging
93 VoiceControl
94 WebChatEverywhere
95 WiiU
96 Women-OnlyHotelFloors
97 YourPublicStory
98 YouTubetheNewBoobTube
99 Zimbabwe
100Zink
ImagecreditApple
Withtheproliferationofcloud-basedservicesandInternet-enabledeverythingconsumerswillbeaccessingmusicbooksandvideomdashmediatheyeitherownorbuyintothroughsubscriptionsmdashonamultitudeofWeb-connecteddeviceswherevertheyareWersquollbelisteningtoSpotifyandthelikefromInternet-enabledcarsspeakersandevenfridgeswatchingmoviesontabletsorTVsviaserviceslikeNetflixandtheupcomingVdioorthenewldquodigitalcontentlockerrdquoUltraVioletandcatchingupwithTVeverywhereasprovidersexpandaccesstoallourdevices
TechnologyhasmostlyoutpacedcreativitywhenitcomestothealbumformatButin2011BjoumlrksetahighbarwithanldquoappalbumrdquoBiophiliathatallowsforrichexplorationoftheworkrsquosthemesTheduoBluebrainreleasedtwoldquolocationawarerdquoalbumsappsthatplaymusicbasedonthelistenerrsquoslocationonWashingtonDCrsquosNationalMallandinNewYorkrsquosCentralParkAndTheRootscomplementedundunwithanappdesignedtofleshoutthefictionalcharacteratthealbumrsquoscenterExpectmorere-imaginingsofthealbumfromartistscollaboratingwithsoftwaredevelopersandmultimediaortransmediainnovators
ImagecreditBjoumlrk
OntheheelsofOsamabinLadenrsquostakedownaslewoftragicnaturaldisastersandthepopularityofapocalypticthemeswersquollseemoregearlikeGoruckrsquosBrickBags(redesignedmilitarysacksmadefromtop-gradematerial)andtheCrovel(anldquoextremerdquofoldingshovelthatcombines13survivaltools)AndchallengesinspiredbymilitarytrainingareontheriselikeToughMudderandtheGoruckChallengewhichtestenduranceonextremecoursesorunderextremeconditionsThisboots-on-the-groundmentalityisasubconsciouspreparationfortheworstatatimewhensurvivalskillsfeelmoreessential
ImagecreditToughMudder
Imagecreditdinnerbyhestoncom
TheheritagetrendismakingitswaytofoodwithchefsdigginguprecipesandaddingingredientsfromyesteryearThehotrestaurantDinnerbyHestonBlumenthalinLondonservesbygoneBritishdishesSomeofthisisforthemoreadventurous(egGrantAchatzrsquosduckwithbloodsauceinChicago)butintheUKatleasteverydayconsumersarepreparingmeatsthathearkenbacktooldereraslikepheasantvenisonandwoodpigeon
ImagecreditRecklessnutter
Ase-commerceandbrick-and-mortarretailingintegrateandoverlapshoppingwillentailsimplyclickingmdashbuyingproductsfromaPCormobiledevicemdashandthencollectingtheorderataphysicallocationorhavingitimmediatelydeliveredMultichannelbuyingwillbefasterandmorestreamlinedwithlesstimeinlinesandshorterwaitsforonlineshoppersSomesupermarketsaresettingupdisplayswhereshoppersscanQRcodesfortheitemstheywantthenhavethemdeliveredorpickthemupin-storeWersquollalsoseeclick-and-deliverforin-storeshopperswhowantdifferentsizesshorterwaitsorlessheavylifting
ImagecreditBlakePatterson
Navigatingthevastworldofappsisalreadydauntingandtheapp-ifyingofeverything(desktopscarsTVsetc)isonlyjustbeginningApplersquosAppStoreforexampleoffersmorethanhalfamillionoptionswithaslewofldquocopycatappsrdquoclutteringupthosevirtualshelvesThenoveltyofappswillwearoffasconsumersbecomeparalyzedbytoomanychoices
ImagecreditGlassesOff
AsmarketersRetoolforanAgingWorldoneofour10Trendsfor2010expectmoreappsaimedatolderdemographicsTheGlassesOffiPhoneappforexampleduein2012isaprogramthatpurportstoimprovevisionbytrainingreadersrsquoeyestoadapttocertainpatternsTheTellMyGeoappcanhelpcaregiverskeeptrackofelderlyfriendsandfamily
ImagecreditLoffles
WithconsumersmoredistractedthanevermarketerswillofferlittlebribesfortheirattentionWebsitessuchasLofflesprovideprizesforwatchingandrespondingtoadsfromclientsincludingtheAmericanRedCrossUNICEFandKelloggrsquosCouponNetworkcomisrewardingshopperswhowatchashortbrandedvideowithhigher-valuedigitalcouponsServiceslikeGamesThatGiveletbrands(egPepsiandStarbucks)sponsorFacebookgamesrewardingparticipantswithoptionsforcharitabledonationsAndFreeATMsNYCislookingtoinstallcashmachineswithscreensforadsenablinguserstoskiptheout-of-networkfeeinexchangeforwatchingamarketingmessage
ImagecreditBatuka
LaunchedinSpainin2005Batukaisprimedtobethenextinternationaldance-fitnesscrazeLikeZumbaBatukareliesheavilyonLatinAmerican-inspiredmovesbutalsoincorporatesawellnessphilosophyemphasizinggoodnutritionapositiveoutlookandthemind-bodyconnectionItalsousesonlyoriginalcompositionsfrommusicianKikeSantanderTeachertrainingcourseslaunchedinNorthAmericainfall2011andplanscallforexpansionthroughoutEuropein2012
ImagecreditBCorporation
WhilecorporationstraditionallyfocusonincreasingshareholdervalueBenefitCorporationsoperateunderlegalprovisionsthatenableacompanytotakeallstakeholdersintoconsiderationnotonlystockholdersThelegislationadoptedinseveralUSstatessofarallowsbusinessestoembedsustainabilityprinciplesintotheirDNAAlternativelycompaniescanseekcertificationasaldquoBCorprdquofromthenonprofitBLabcloseto500havenowbeencertifiedinNorthAmericaandEuropeAsSharedValuegainssteammdashoneofour10Trendsfor2012mdashwatchformorecorporationstotweakthemoderncapitalistmodel
ImagecreditMoreMagazineTV
Themass-readingexperiencethatOprahkick-startedisevolvingintobookclubsthatspanWebtoolsIn2011MoremagazineusedSkypegroupvideo-callingtoenablenineUSbookclubstochatconcurrentlyaboutaMegWolitzernovelwiththeauthorparticipatingThe Atlanticrsquos1book140usesTwitterasaplatformTweetersnominateandvoteonbooksthentweetabouttheselectionsInJanuaryTheHuffingtonPostlaunchesabookclubthatencouragesreaderstocontributeviaTwitterFacebookYouTubeFlickrandInstagrambookstoreeventsarealsointhemix
Imagecreditairfaxcom
WiththemobiledevicenowanEverythingHubandcontentaccessiblethroughthecloudbusinesseswillneedtoadapttoBYODcultureEmployersarescramblingtoformulateBYODpoliciesasmoreworkersbringtheirowndevicestotheofficeAirlinesincludingVirginAmericaAmericanAirlinesandGermanyrsquosCondorareofferingaudioandvideoviaWi-Fiforthosewhoeschewtheseat-backscreeninfavoroftheirownLikewisesomehotelguestswillbeabletowatchpay-per-viewmoviesontheirowndevicesaswellastheroomrsquosTV
ImagecreditCipherCloud
AsmorebusinessesstoremorecustomerandproprietaryinformationinthecloudthethreatofhackersaccessingscoresofcreditcardnumberspendingpatentsandmorewillpromptariseincloudsecurityconcernsandservicesthatclaimtobeasolutionCompaniesincludingCloudLockCyber-ArkandCipherCloudarealreadysellingsecuritymeasurestobigbusinessesAndGoogleVerizonIntelMcAfeeandMicrosofthavealljoinedtheCloudSecurityAlliancededicatedtobestpracticesforcloudsecurity
ImagecreditWaze
AppsthatcollectdatafromcommuterswillhelptoguideagrowingnumberofdriversontheirroutesNavigationappsmostnotablyWazeactlikeaGPSdeviceindirectingdriversbutalsousereal-timedatafromphonesensorsalongwithactiveuserinputtomakesmartadjustmentsbasedontrafficandotherroadissuesWazealreadycounts8milliondriversworldwideandisplanningexpansionintoChina
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditApple
Withtheproliferationofcloud-basedservicesandInternet-enabledeverythingconsumerswillbeaccessingmusicbooksandvideomdashmediatheyeitherownorbuyintothroughsubscriptionsmdashonamultitudeofWeb-connecteddeviceswherevertheyareWersquollbelisteningtoSpotifyandthelikefromInternet-enabledcarsspeakersandevenfridgeswatchingmoviesontabletsorTVsviaserviceslikeNetflixandtheupcomingVdioorthenewldquodigitalcontentlockerrdquoUltraVioletandcatchingupwithTVeverywhereasprovidersexpandaccesstoallourdevices
TechnologyhasmostlyoutpacedcreativitywhenitcomestothealbumformatButin2011BjoumlrksetahighbarwithanldquoappalbumrdquoBiophiliathatallowsforrichexplorationoftheworkrsquosthemesTheduoBluebrainreleasedtwoldquolocationawarerdquoalbumsappsthatplaymusicbasedonthelistenerrsquoslocationonWashingtonDCrsquosNationalMallandinNewYorkrsquosCentralParkAndTheRootscomplementedundunwithanappdesignedtofleshoutthefictionalcharacteratthealbumrsquoscenterExpectmorere-imaginingsofthealbumfromartistscollaboratingwithsoftwaredevelopersandmultimediaortransmediainnovators
ImagecreditBjoumlrk
OntheheelsofOsamabinLadenrsquostakedownaslewoftragicnaturaldisastersandthepopularityofapocalypticthemeswersquollseemoregearlikeGoruckrsquosBrickBags(redesignedmilitarysacksmadefromtop-gradematerial)andtheCrovel(anldquoextremerdquofoldingshovelthatcombines13survivaltools)AndchallengesinspiredbymilitarytrainingareontheriselikeToughMudderandtheGoruckChallengewhichtestenduranceonextremecoursesorunderextremeconditionsThisboots-on-the-groundmentalityisasubconsciouspreparationfortheworstatatimewhensurvivalskillsfeelmoreessential
ImagecreditToughMudder
Imagecreditdinnerbyhestoncom
TheheritagetrendismakingitswaytofoodwithchefsdigginguprecipesandaddingingredientsfromyesteryearThehotrestaurantDinnerbyHestonBlumenthalinLondonservesbygoneBritishdishesSomeofthisisforthemoreadventurous(egGrantAchatzrsquosduckwithbloodsauceinChicago)butintheUKatleasteverydayconsumersarepreparingmeatsthathearkenbacktooldereraslikepheasantvenisonandwoodpigeon
ImagecreditRecklessnutter
Ase-commerceandbrick-and-mortarretailingintegrateandoverlapshoppingwillentailsimplyclickingmdashbuyingproductsfromaPCormobiledevicemdashandthencollectingtheorderataphysicallocationorhavingitimmediatelydeliveredMultichannelbuyingwillbefasterandmorestreamlinedwithlesstimeinlinesandshorterwaitsforonlineshoppersSomesupermarketsaresettingupdisplayswhereshoppersscanQRcodesfortheitemstheywantthenhavethemdeliveredorpickthemupin-storeWersquollalsoseeclick-and-deliverforin-storeshopperswhowantdifferentsizesshorterwaitsorlessheavylifting
ImagecreditBlakePatterson
Navigatingthevastworldofappsisalreadydauntingandtheapp-ifyingofeverything(desktopscarsTVsetc)isonlyjustbeginningApplersquosAppStoreforexampleoffersmorethanhalfamillionoptionswithaslewofldquocopycatappsrdquoclutteringupthosevirtualshelvesThenoveltyofappswillwearoffasconsumersbecomeparalyzedbytoomanychoices
ImagecreditGlassesOff
AsmarketersRetoolforanAgingWorldoneofour10Trendsfor2010expectmoreappsaimedatolderdemographicsTheGlassesOffiPhoneappforexampleduein2012isaprogramthatpurportstoimprovevisionbytrainingreadersrsquoeyestoadapttocertainpatternsTheTellMyGeoappcanhelpcaregiverskeeptrackofelderlyfriendsandfamily
ImagecreditLoffles
WithconsumersmoredistractedthanevermarketerswillofferlittlebribesfortheirattentionWebsitessuchasLofflesprovideprizesforwatchingandrespondingtoadsfromclientsincludingtheAmericanRedCrossUNICEFandKelloggrsquosCouponNetworkcomisrewardingshopperswhowatchashortbrandedvideowithhigher-valuedigitalcouponsServiceslikeGamesThatGiveletbrands(egPepsiandStarbucks)sponsorFacebookgamesrewardingparticipantswithoptionsforcharitabledonationsAndFreeATMsNYCislookingtoinstallcashmachineswithscreensforadsenablinguserstoskiptheout-of-networkfeeinexchangeforwatchingamarketingmessage
ImagecreditBatuka
LaunchedinSpainin2005Batukaisprimedtobethenextinternationaldance-fitnesscrazeLikeZumbaBatukareliesheavilyonLatinAmerican-inspiredmovesbutalsoincorporatesawellnessphilosophyemphasizinggoodnutritionapositiveoutlookandthemind-bodyconnectionItalsousesonlyoriginalcompositionsfrommusicianKikeSantanderTeachertrainingcourseslaunchedinNorthAmericainfall2011andplanscallforexpansionthroughoutEuropein2012
ImagecreditBCorporation
WhilecorporationstraditionallyfocusonincreasingshareholdervalueBenefitCorporationsoperateunderlegalprovisionsthatenableacompanytotakeallstakeholdersintoconsiderationnotonlystockholdersThelegislationadoptedinseveralUSstatessofarallowsbusinessestoembedsustainabilityprinciplesintotheirDNAAlternativelycompaniescanseekcertificationasaldquoBCorprdquofromthenonprofitBLabcloseto500havenowbeencertifiedinNorthAmericaandEuropeAsSharedValuegainssteammdashoneofour10Trendsfor2012mdashwatchformorecorporationstotweakthemoderncapitalistmodel
ImagecreditMoreMagazineTV
Themass-readingexperiencethatOprahkick-startedisevolvingintobookclubsthatspanWebtoolsIn2011MoremagazineusedSkypegroupvideo-callingtoenablenineUSbookclubstochatconcurrentlyaboutaMegWolitzernovelwiththeauthorparticipatingThe Atlanticrsquos1book140usesTwitterasaplatformTweetersnominateandvoteonbooksthentweetabouttheselectionsInJanuaryTheHuffingtonPostlaunchesabookclubthatencouragesreaderstocontributeviaTwitterFacebookYouTubeFlickrandInstagrambookstoreeventsarealsointhemix
Imagecreditairfaxcom
WiththemobiledevicenowanEverythingHubandcontentaccessiblethroughthecloudbusinesseswillneedtoadapttoBYODcultureEmployersarescramblingtoformulateBYODpoliciesasmoreworkersbringtheirowndevicestotheofficeAirlinesincludingVirginAmericaAmericanAirlinesandGermanyrsquosCondorareofferingaudioandvideoviaWi-Fiforthosewhoeschewtheseat-backscreeninfavoroftheirownLikewisesomehotelguestswillbeabletowatchpay-per-viewmoviesontheirowndevicesaswellastheroomrsquosTV
ImagecreditCipherCloud
AsmorebusinessesstoremorecustomerandproprietaryinformationinthecloudthethreatofhackersaccessingscoresofcreditcardnumberspendingpatentsandmorewillpromptariseincloudsecurityconcernsandservicesthatclaimtobeasolutionCompaniesincludingCloudLockCyber-ArkandCipherCloudarealreadysellingsecuritymeasurestobigbusinessesAndGoogleVerizonIntelMcAfeeandMicrosofthavealljoinedtheCloudSecurityAlliancededicatedtobestpracticesforcloudsecurity
ImagecreditWaze
AppsthatcollectdatafromcommuterswillhelptoguideagrowingnumberofdriversontheirroutesNavigationappsmostnotablyWazeactlikeaGPSdeviceindirectingdriversbutalsousereal-timedatafromphonesensorsalongwithactiveuserinputtomakesmartadjustmentsbasedontrafficandotherroadissuesWazealreadycounts8milliondriversworldwideandisplanningexpansionintoChina
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
TechnologyhasmostlyoutpacedcreativitywhenitcomestothealbumformatButin2011BjoumlrksetahighbarwithanldquoappalbumrdquoBiophiliathatallowsforrichexplorationoftheworkrsquosthemesTheduoBluebrainreleasedtwoldquolocationawarerdquoalbumsappsthatplaymusicbasedonthelistenerrsquoslocationonWashingtonDCrsquosNationalMallandinNewYorkrsquosCentralParkAndTheRootscomplementedundunwithanappdesignedtofleshoutthefictionalcharacteratthealbumrsquoscenterExpectmorere-imaginingsofthealbumfromartistscollaboratingwithsoftwaredevelopersandmultimediaortransmediainnovators
ImagecreditBjoumlrk
OntheheelsofOsamabinLadenrsquostakedownaslewoftragicnaturaldisastersandthepopularityofapocalypticthemeswersquollseemoregearlikeGoruckrsquosBrickBags(redesignedmilitarysacksmadefromtop-gradematerial)andtheCrovel(anldquoextremerdquofoldingshovelthatcombines13survivaltools)AndchallengesinspiredbymilitarytrainingareontheriselikeToughMudderandtheGoruckChallengewhichtestenduranceonextremecoursesorunderextremeconditionsThisboots-on-the-groundmentalityisasubconsciouspreparationfortheworstatatimewhensurvivalskillsfeelmoreessential
ImagecreditToughMudder
Imagecreditdinnerbyhestoncom
TheheritagetrendismakingitswaytofoodwithchefsdigginguprecipesandaddingingredientsfromyesteryearThehotrestaurantDinnerbyHestonBlumenthalinLondonservesbygoneBritishdishesSomeofthisisforthemoreadventurous(egGrantAchatzrsquosduckwithbloodsauceinChicago)butintheUKatleasteverydayconsumersarepreparingmeatsthathearkenbacktooldereraslikepheasantvenisonandwoodpigeon
ImagecreditRecklessnutter
Ase-commerceandbrick-and-mortarretailingintegrateandoverlapshoppingwillentailsimplyclickingmdashbuyingproductsfromaPCormobiledevicemdashandthencollectingtheorderataphysicallocationorhavingitimmediatelydeliveredMultichannelbuyingwillbefasterandmorestreamlinedwithlesstimeinlinesandshorterwaitsforonlineshoppersSomesupermarketsaresettingupdisplayswhereshoppersscanQRcodesfortheitemstheywantthenhavethemdeliveredorpickthemupin-storeWersquollalsoseeclick-and-deliverforin-storeshopperswhowantdifferentsizesshorterwaitsorlessheavylifting
ImagecreditBlakePatterson
Navigatingthevastworldofappsisalreadydauntingandtheapp-ifyingofeverything(desktopscarsTVsetc)isonlyjustbeginningApplersquosAppStoreforexampleoffersmorethanhalfamillionoptionswithaslewofldquocopycatappsrdquoclutteringupthosevirtualshelvesThenoveltyofappswillwearoffasconsumersbecomeparalyzedbytoomanychoices
ImagecreditGlassesOff
AsmarketersRetoolforanAgingWorldoneofour10Trendsfor2010expectmoreappsaimedatolderdemographicsTheGlassesOffiPhoneappforexampleduein2012isaprogramthatpurportstoimprovevisionbytrainingreadersrsquoeyestoadapttocertainpatternsTheTellMyGeoappcanhelpcaregiverskeeptrackofelderlyfriendsandfamily
ImagecreditLoffles
WithconsumersmoredistractedthanevermarketerswillofferlittlebribesfortheirattentionWebsitessuchasLofflesprovideprizesforwatchingandrespondingtoadsfromclientsincludingtheAmericanRedCrossUNICEFandKelloggrsquosCouponNetworkcomisrewardingshopperswhowatchashortbrandedvideowithhigher-valuedigitalcouponsServiceslikeGamesThatGiveletbrands(egPepsiandStarbucks)sponsorFacebookgamesrewardingparticipantswithoptionsforcharitabledonationsAndFreeATMsNYCislookingtoinstallcashmachineswithscreensforadsenablinguserstoskiptheout-of-networkfeeinexchangeforwatchingamarketingmessage
ImagecreditBatuka
LaunchedinSpainin2005Batukaisprimedtobethenextinternationaldance-fitnesscrazeLikeZumbaBatukareliesheavilyonLatinAmerican-inspiredmovesbutalsoincorporatesawellnessphilosophyemphasizinggoodnutritionapositiveoutlookandthemind-bodyconnectionItalsousesonlyoriginalcompositionsfrommusicianKikeSantanderTeachertrainingcourseslaunchedinNorthAmericainfall2011andplanscallforexpansionthroughoutEuropein2012
ImagecreditBCorporation
WhilecorporationstraditionallyfocusonincreasingshareholdervalueBenefitCorporationsoperateunderlegalprovisionsthatenableacompanytotakeallstakeholdersintoconsiderationnotonlystockholdersThelegislationadoptedinseveralUSstatessofarallowsbusinessestoembedsustainabilityprinciplesintotheirDNAAlternativelycompaniescanseekcertificationasaldquoBCorprdquofromthenonprofitBLabcloseto500havenowbeencertifiedinNorthAmericaandEuropeAsSharedValuegainssteammdashoneofour10Trendsfor2012mdashwatchformorecorporationstotweakthemoderncapitalistmodel
ImagecreditMoreMagazineTV
Themass-readingexperiencethatOprahkick-startedisevolvingintobookclubsthatspanWebtoolsIn2011MoremagazineusedSkypegroupvideo-callingtoenablenineUSbookclubstochatconcurrentlyaboutaMegWolitzernovelwiththeauthorparticipatingThe Atlanticrsquos1book140usesTwitterasaplatformTweetersnominateandvoteonbooksthentweetabouttheselectionsInJanuaryTheHuffingtonPostlaunchesabookclubthatencouragesreaderstocontributeviaTwitterFacebookYouTubeFlickrandInstagrambookstoreeventsarealsointhemix
Imagecreditairfaxcom
WiththemobiledevicenowanEverythingHubandcontentaccessiblethroughthecloudbusinesseswillneedtoadapttoBYODcultureEmployersarescramblingtoformulateBYODpoliciesasmoreworkersbringtheirowndevicestotheofficeAirlinesincludingVirginAmericaAmericanAirlinesandGermanyrsquosCondorareofferingaudioandvideoviaWi-Fiforthosewhoeschewtheseat-backscreeninfavoroftheirownLikewisesomehotelguestswillbeabletowatchpay-per-viewmoviesontheirowndevicesaswellastheroomrsquosTV
ImagecreditCipherCloud
AsmorebusinessesstoremorecustomerandproprietaryinformationinthecloudthethreatofhackersaccessingscoresofcreditcardnumberspendingpatentsandmorewillpromptariseincloudsecurityconcernsandservicesthatclaimtobeasolutionCompaniesincludingCloudLockCyber-ArkandCipherCloudarealreadysellingsecuritymeasurestobigbusinessesAndGoogleVerizonIntelMcAfeeandMicrosofthavealljoinedtheCloudSecurityAlliancededicatedtobestpracticesforcloudsecurity
ImagecreditWaze
AppsthatcollectdatafromcommuterswillhelptoguideagrowingnumberofdriversontheirroutesNavigationappsmostnotablyWazeactlikeaGPSdeviceindirectingdriversbutalsousereal-timedatafromphonesensorsalongwithactiveuserinputtomakesmartadjustmentsbasedontrafficandotherroadissuesWazealreadycounts8milliondriversworldwideandisplanningexpansionintoChina
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
OntheheelsofOsamabinLadenrsquostakedownaslewoftragicnaturaldisastersandthepopularityofapocalypticthemeswersquollseemoregearlikeGoruckrsquosBrickBags(redesignedmilitarysacksmadefromtop-gradematerial)andtheCrovel(anldquoextremerdquofoldingshovelthatcombines13survivaltools)AndchallengesinspiredbymilitarytrainingareontheriselikeToughMudderandtheGoruckChallengewhichtestenduranceonextremecoursesorunderextremeconditionsThisboots-on-the-groundmentalityisasubconsciouspreparationfortheworstatatimewhensurvivalskillsfeelmoreessential
ImagecreditToughMudder
Imagecreditdinnerbyhestoncom
TheheritagetrendismakingitswaytofoodwithchefsdigginguprecipesandaddingingredientsfromyesteryearThehotrestaurantDinnerbyHestonBlumenthalinLondonservesbygoneBritishdishesSomeofthisisforthemoreadventurous(egGrantAchatzrsquosduckwithbloodsauceinChicago)butintheUKatleasteverydayconsumersarepreparingmeatsthathearkenbacktooldereraslikepheasantvenisonandwoodpigeon
ImagecreditRecklessnutter
Ase-commerceandbrick-and-mortarretailingintegrateandoverlapshoppingwillentailsimplyclickingmdashbuyingproductsfromaPCormobiledevicemdashandthencollectingtheorderataphysicallocationorhavingitimmediatelydeliveredMultichannelbuyingwillbefasterandmorestreamlinedwithlesstimeinlinesandshorterwaitsforonlineshoppersSomesupermarketsaresettingupdisplayswhereshoppersscanQRcodesfortheitemstheywantthenhavethemdeliveredorpickthemupin-storeWersquollalsoseeclick-and-deliverforin-storeshopperswhowantdifferentsizesshorterwaitsorlessheavylifting
ImagecreditBlakePatterson
Navigatingthevastworldofappsisalreadydauntingandtheapp-ifyingofeverything(desktopscarsTVsetc)isonlyjustbeginningApplersquosAppStoreforexampleoffersmorethanhalfamillionoptionswithaslewofldquocopycatappsrdquoclutteringupthosevirtualshelvesThenoveltyofappswillwearoffasconsumersbecomeparalyzedbytoomanychoices
ImagecreditGlassesOff
AsmarketersRetoolforanAgingWorldoneofour10Trendsfor2010expectmoreappsaimedatolderdemographicsTheGlassesOffiPhoneappforexampleduein2012isaprogramthatpurportstoimprovevisionbytrainingreadersrsquoeyestoadapttocertainpatternsTheTellMyGeoappcanhelpcaregiverskeeptrackofelderlyfriendsandfamily
ImagecreditLoffles
WithconsumersmoredistractedthanevermarketerswillofferlittlebribesfortheirattentionWebsitessuchasLofflesprovideprizesforwatchingandrespondingtoadsfromclientsincludingtheAmericanRedCrossUNICEFandKelloggrsquosCouponNetworkcomisrewardingshopperswhowatchashortbrandedvideowithhigher-valuedigitalcouponsServiceslikeGamesThatGiveletbrands(egPepsiandStarbucks)sponsorFacebookgamesrewardingparticipantswithoptionsforcharitabledonationsAndFreeATMsNYCislookingtoinstallcashmachineswithscreensforadsenablinguserstoskiptheout-of-networkfeeinexchangeforwatchingamarketingmessage
ImagecreditBatuka
LaunchedinSpainin2005Batukaisprimedtobethenextinternationaldance-fitnesscrazeLikeZumbaBatukareliesheavilyonLatinAmerican-inspiredmovesbutalsoincorporatesawellnessphilosophyemphasizinggoodnutritionapositiveoutlookandthemind-bodyconnectionItalsousesonlyoriginalcompositionsfrommusicianKikeSantanderTeachertrainingcourseslaunchedinNorthAmericainfall2011andplanscallforexpansionthroughoutEuropein2012
ImagecreditBCorporation
WhilecorporationstraditionallyfocusonincreasingshareholdervalueBenefitCorporationsoperateunderlegalprovisionsthatenableacompanytotakeallstakeholdersintoconsiderationnotonlystockholdersThelegislationadoptedinseveralUSstatessofarallowsbusinessestoembedsustainabilityprinciplesintotheirDNAAlternativelycompaniescanseekcertificationasaldquoBCorprdquofromthenonprofitBLabcloseto500havenowbeencertifiedinNorthAmericaandEuropeAsSharedValuegainssteammdashoneofour10Trendsfor2012mdashwatchformorecorporationstotweakthemoderncapitalistmodel
ImagecreditMoreMagazineTV
Themass-readingexperiencethatOprahkick-startedisevolvingintobookclubsthatspanWebtoolsIn2011MoremagazineusedSkypegroupvideo-callingtoenablenineUSbookclubstochatconcurrentlyaboutaMegWolitzernovelwiththeauthorparticipatingThe Atlanticrsquos1book140usesTwitterasaplatformTweetersnominateandvoteonbooksthentweetabouttheselectionsInJanuaryTheHuffingtonPostlaunchesabookclubthatencouragesreaderstocontributeviaTwitterFacebookYouTubeFlickrandInstagrambookstoreeventsarealsointhemix
Imagecreditairfaxcom
WiththemobiledevicenowanEverythingHubandcontentaccessiblethroughthecloudbusinesseswillneedtoadapttoBYODcultureEmployersarescramblingtoformulateBYODpoliciesasmoreworkersbringtheirowndevicestotheofficeAirlinesincludingVirginAmericaAmericanAirlinesandGermanyrsquosCondorareofferingaudioandvideoviaWi-Fiforthosewhoeschewtheseat-backscreeninfavoroftheirownLikewisesomehotelguestswillbeabletowatchpay-per-viewmoviesontheirowndevicesaswellastheroomrsquosTV
ImagecreditCipherCloud
AsmorebusinessesstoremorecustomerandproprietaryinformationinthecloudthethreatofhackersaccessingscoresofcreditcardnumberspendingpatentsandmorewillpromptariseincloudsecurityconcernsandservicesthatclaimtobeasolutionCompaniesincludingCloudLockCyber-ArkandCipherCloudarealreadysellingsecuritymeasurestobigbusinessesAndGoogleVerizonIntelMcAfeeandMicrosofthavealljoinedtheCloudSecurityAlliancededicatedtobestpracticesforcloudsecurity
ImagecreditWaze
AppsthatcollectdatafromcommuterswillhelptoguideagrowingnumberofdriversontheirroutesNavigationappsmostnotablyWazeactlikeaGPSdeviceindirectingdriversbutalsousereal-timedatafromphonesensorsalongwithactiveuserinputtomakesmartadjustmentsbasedontrafficandotherroadissuesWazealreadycounts8milliondriversworldwideandisplanningexpansionintoChina
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditdinnerbyhestoncom
TheheritagetrendismakingitswaytofoodwithchefsdigginguprecipesandaddingingredientsfromyesteryearThehotrestaurantDinnerbyHestonBlumenthalinLondonservesbygoneBritishdishesSomeofthisisforthemoreadventurous(egGrantAchatzrsquosduckwithbloodsauceinChicago)butintheUKatleasteverydayconsumersarepreparingmeatsthathearkenbacktooldereraslikepheasantvenisonandwoodpigeon
ImagecreditRecklessnutter
Ase-commerceandbrick-and-mortarretailingintegrateandoverlapshoppingwillentailsimplyclickingmdashbuyingproductsfromaPCormobiledevicemdashandthencollectingtheorderataphysicallocationorhavingitimmediatelydeliveredMultichannelbuyingwillbefasterandmorestreamlinedwithlesstimeinlinesandshorterwaitsforonlineshoppersSomesupermarketsaresettingupdisplayswhereshoppersscanQRcodesfortheitemstheywantthenhavethemdeliveredorpickthemupin-storeWersquollalsoseeclick-and-deliverforin-storeshopperswhowantdifferentsizesshorterwaitsorlessheavylifting
ImagecreditBlakePatterson
Navigatingthevastworldofappsisalreadydauntingandtheapp-ifyingofeverything(desktopscarsTVsetc)isonlyjustbeginningApplersquosAppStoreforexampleoffersmorethanhalfamillionoptionswithaslewofldquocopycatappsrdquoclutteringupthosevirtualshelvesThenoveltyofappswillwearoffasconsumersbecomeparalyzedbytoomanychoices
ImagecreditGlassesOff
AsmarketersRetoolforanAgingWorldoneofour10Trendsfor2010expectmoreappsaimedatolderdemographicsTheGlassesOffiPhoneappforexampleduein2012isaprogramthatpurportstoimprovevisionbytrainingreadersrsquoeyestoadapttocertainpatternsTheTellMyGeoappcanhelpcaregiverskeeptrackofelderlyfriendsandfamily
ImagecreditLoffles
WithconsumersmoredistractedthanevermarketerswillofferlittlebribesfortheirattentionWebsitessuchasLofflesprovideprizesforwatchingandrespondingtoadsfromclientsincludingtheAmericanRedCrossUNICEFandKelloggrsquosCouponNetworkcomisrewardingshopperswhowatchashortbrandedvideowithhigher-valuedigitalcouponsServiceslikeGamesThatGiveletbrands(egPepsiandStarbucks)sponsorFacebookgamesrewardingparticipantswithoptionsforcharitabledonationsAndFreeATMsNYCislookingtoinstallcashmachineswithscreensforadsenablinguserstoskiptheout-of-networkfeeinexchangeforwatchingamarketingmessage
ImagecreditBatuka
LaunchedinSpainin2005Batukaisprimedtobethenextinternationaldance-fitnesscrazeLikeZumbaBatukareliesheavilyonLatinAmerican-inspiredmovesbutalsoincorporatesawellnessphilosophyemphasizinggoodnutritionapositiveoutlookandthemind-bodyconnectionItalsousesonlyoriginalcompositionsfrommusicianKikeSantanderTeachertrainingcourseslaunchedinNorthAmericainfall2011andplanscallforexpansionthroughoutEuropein2012
ImagecreditBCorporation
WhilecorporationstraditionallyfocusonincreasingshareholdervalueBenefitCorporationsoperateunderlegalprovisionsthatenableacompanytotakeallstakeholdersintoconsiderationnotonlystockholdersThelegislationadoptedinseveralUSstatessofarallowsbusinessestoembedsustainabilityprinciplesintotheirDNAAlternativelycompaniescanseekcertificationasaldquoBCorprdquofromthenonprofitBLabcloseto500havenowbeencertifiedinNorthAmericaandEuropeAsSharedValuegainssteammdashoneofour10Trendsfor2012mdashwatchformorecorporationstotweakthemoderncapitalistmodel
ImagecreditMoreMagazineTV
Themass-readingexperiencethatOprahkick-startedisevolvingintobookclubsthatspanWebtoolsIn2011MoremagazineusedSkypegroupvideo-callingtoenablenineUSbookclubstochatconcurrentlyaboutaMegWolitzernovelwiththeauthorparticipatingThe Atlanticrsquos1book140usesTwitterasaplatformTweetersnominateandvoteonbooksthentweetabouttheselectionsInJanuaryTheHuffingtonPostlaunchesabookclubthatencouragesreaderstocontributeviaTwitterFacebookYouTubeFlickrandInstagrambookstoreeventsarealsointhemix
Imagecreditairfaxcom
WiththemobiledevicenowanEverythingHubandcontentaccessiblethroughthecloudbusinesseswillneedtoadapttoBYODcultureEmployersarescramblingtoformulateBYODpoliciesasmoreworkersbringtheirowndevicestotheofficeAirlinesincludingVirginAmericaAmericanAirlinesandGermanyrsquosCondorareofferingaudioandvideoviaWi-Fiforthosewhoeschewtheseat-backscreeninfavoroftheirownLikewisesomehotelguestswillbeabletowatchpay-per-viewmoviesontheirowndevicesaswellastheroomrsquosTV
ImagecreditCipherCloud
AsmorebusinessesstoremorecustomerandproprietaryinformationinthecloudthethreatofhackersaccessingscoresofcreditcardnumberspendingpatentsandmorewillpromptariseincloudsecurityconcernsandservicesthatclaimtobeasolutionCompaniesincludingCloudLockCyber-ArkandCipherCloudarealreadysellingsecuritymeasurestobigbusinessesAndGoogleVerizonIntelMcAfeeandMicrosofthavealljoinedtheCloudSecurityAlliancededicatedtobestpracticesforcloudsecurity
ImagecreditWaze
AppsthatcollectdatafromcommuterswillhelptoguideagrowingnumberofdriversontheirroutesNavigationappsmostnotablyWazeactlikeaGPSdeviceindirectingdriversbutalsousereal-timedatafromphonesensorsalongwithactiveuserinputtomakesmartadjustmentsbasedontrafficandotherroadissuesWazealreadycounts8milliondriversworldwideandisplanningexpansionintoChina
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditRecklessnutter
Ase-commerceandbrick-and-mortarretailingintegrateandoverlapshoppingwillentailsimplyclickingmdashbuyingproductsfromaPCormobiledevicemdashandthencollectingtheorderataphysicallocationorhavingitimmediatelydeliveredMultichannelbuyingwillbefasterandmorestreamlinedwithlesstimeinlinesandshorterwaitsforonlineshoppersSomesupermarketsaresettingupdisplayswhereshoppersscanQRcodesfortheitemstheywantthenhavethemdeliveredorpickthemupin-storeWersquollalsoseeclick-and-deliverforin-storeshopperswhowantdifferentsizesshorterwaitsorlessheavylifting
ImagecreditBlakePatterson
Navigatingthevastworldofappsisalreadydauntingandtheapp-ifyingofeverything(desktopscarsTVsetc)isonlyjustbeginningApplersquosAppStoreforexampleoffersmorethanhalfamillionoptionswithaslewofldquocopycatappsrdquoclutteringupthosevirtualshelvesThenoveltyofappswillwearoffasconsumersbecomeparalyzedbytoomanychoices
ImagecreditGlassesOff
AsmarketersRetoolforanAgingWorldoneofour10Trendsfor2010expectmoreappsaimedatolderdemographicsTheGlassesOffiPhoneappforexampleduein2012isaprogramthatpurportstoimprovevisionbytrainingreadersrsquoeyestoadapttocertainpatternsTheTellMyGeoappcanhelpcaregiverskeeptrackofelderlyfriendsandfamily
ImagecreditLoffles
WithconsumersmoredistractedthanevermarketerswillofferlittlebribesfortheirattentionWebsitessuchasLofflesprovideprizesforwatchingandrespondingtoadsfromclientsincludingtheAmericanRedCrossUNICEFandKelloggrsquosCouponNetworkcomisrewardingshopperswhowatchashortbrandedvideowithhigher-valuedigitalcouponsServiceslikeGamesThatGiveletbrands(egPepsiandStarbucks)sponsorFacebookgamesrewardingparticipantswithoptionsforcharitabledonationsAndFreeATMsNYCislookingtoinstallcashmachineswithscreensforadsenablinguserstoskiptheout-of-networkfeeinexchangeforwatchingamarketingmessage
ImagecreditBatuka
LaunchedinSpainin2005Batukaisprimedtobethenextinternationaldance-fitnesscrazeLikeZumbaBatukareliesheavilyonLatinAmerican-inspiredmovesbutalsoincorporatesawellnessphilosophyemphasizinggoodnutritionapositiveoutlookandthemind-bodyconnectionItalsousesonlyoriginalcompositionsfrommusicianKikeSantanderTeachertrainingcourseslaunchedinNorthAmericainfall2011andplanscallforexpansionthroughoutEuropein2012
ImagecreditBCorporation
WhilecorporationstraditionallyfocusonincreasingshareholdervalueBenefitCorporationsoperateunderlegalprovisionsthatenableacompanytotakeallstakeholdersintoconsiderationnotonlystockholdersThelegislationadoptedinseveralUSstatessofarallowsbusinessestoembedsustainabilityprinciplesintotheirDNAAlternativelycompaniescanseekcertificationasaldquoBCorprdquofromthenonprofitBLabcloseto500havenowbeencertifiedinNorthAmericaandEuropeAsSharedValuegainssteammdashoneofour10Trendsfor2012mdashwatchformorecorporationstotweakthemoderncapitalistmodel
ImagecreditMoreMagazineTV
Themass-readingexperiencethatOprahkick-startedisevolvingintobookclubsthatspanWebtoolsIn2011MoremagazineusedSkypegroupvideo-callingtoenablenineUSbookclubstochatconcurrentlyaboutaMegWolitzernovelwiththeauthorparticipatingThe Atlanticrsquos1book140usesTwitterasaplatformTweetersnominateandvoteonbooksthentweetabouttheselectionsInJanuaryTheHuffingtonPostlaunchesabookclubthatencouragesreaderstocontributeviaTwitterFacebookYouTubeFlickrandInstagrambookstoreeventsarealsointhemix
Imagecreditairfaxcom
WiththemobiledevicenowanEverythingHubandcontentaccessiblethroughthecloudbusinesseswillneedtoadapttoBYODcultureEmployersarescramblingtoformulateBYODpoliciesasmoreworkersbringtheirowndevicestotheofficeAirlinesincludingVirginAmericaAmericanAirlinesandGermanyrsquosCondorareofferingaudioandvideoviaWi-Fiforthosewhoeschewtheseat-backscreeninfavoroftheirownLikewisesomehotelguestswillbeabletowatchpay-per-viewmoviesontheirowndevicesaswellastheroomrsquosTV
ImagecreditCipherCloud
AsmorebusinessesstoremorecustomerandproprietaryinformationinthecloudthethreatofhackersaccessingscoresofcreditcardnumberspendingpatentsandmorewillpromptariseincloudsecurityconcernsandservicesthatclaimtobeasolutionCompaniesincludingCloudLockCyber-ArkandCipherCloudarealreadysellingsecuritymeasurestobigbusinessesAndGoogleVerizonIntelMcAfeeandMicrosofthavealljoinedtheCloudSecurityAlliancededicatedtobestpracticesforcloudsecurity
ImagecreditWaze
AppsthatcollectdatafromcommuterswillhelptoguideagrowingnumberofdriversontheirroutesNavigationappsmostnotablyWazeactlikeaGPSdeviceindirectingdriversbutalsousereal-timedatafromphonesensorsalongwithactiveuserinputtomakesmartadjustmentsbasedontrafficandotherroadissuesWazealreadycounts8milliondriversworldwideandisplanningexpansionintoChina
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditBlakePatterson
Navigatingthevastworldofappsisalreadydauntingandtheapp-ifyingofeverything(desktopscarsTVsetc)isonlyjustbeginningApplersquosAppStoreforexampleoffersmorethanhalfamillionoptionswithaslewofldquocopycatappsrdquoclutteringupthosevirtualshelvesThenoveltyofappswillwearoffasconsumersbecomeparalyzedbytoomanychoices
ImagecreditGlassesOff
AsmarketersRetoolforanAgingWorldoneofour10Trendsfor2010expectmoreappsaimedatolderdemographicsTheGlassesOffiPhoneappforexampleduein2012isaprogramthatpurportstoimprovevisionbytrainingreadersrsquoeyestoadapttocertainpatternsTheTellMyGeoappcanhelpcaregiverskeeptrackofelderlyfriendsandfamily
ImagecreditLoffles
WithconsumersmoredistractedthanevermarketerswillofferlittlebribesfortheirattentionWebsitessuchasLofflesprovideprizesforwatchingandrespondingtoadsfromclientsincludingtheAmericanRedCrossUNICEFandKelloggrsquosCouponNetworkcomisrewardingshopperswhowatchashortbrandedvideowithhigher-valuedigitalcouponsServiceslikeGamesThatGiveletbrands(egPepsiandStarbucks)sponsorFacebookgamesrewardingparticipantswithoptionsforcharitabledonationsAndFreeATMsNYCislookingtoinstallcashmachineswithscreensforadsenablinguserstoskiptheout-of-networkfeeinexchangeforwatchingamarketingmessage
ImagecreditBatuka
LaunchedinSpainin2005Batukaisprimedtobethenextinternationaldance-fitnesscrazeLikeZumbaBatukareliesheavilyonLatinAmerican-inspiredmovesbutalsoincorporatesawellnessphilosophyemphasizinggoodnutritionapositiveoutlookandthemind-bodyconnectionItalsousesonlyoriginalcompositionsfrommusicianKikeSantanderTeachertrainingcourseslaunchedinNorthAmericainfall2011andplanscallforexpansionthroughoutEuropein2012
ImagecreditBCorporation
WhilecorporationstraditionallyfocusonincreasingshareholdervalueBenefitCorporationsoperateunderlegalprovisionsthatenableacompanytotakeallstakeholdersintoconsiderationnotonlystockholdersThelegislationadoptedinseveralUSstatessofarallowsbusinessestoembedsustainabilityprinciplesintotheirDNAAlternativelycompaniescanseekcertificationasaldquoBCorprdquofromthenonprofitBLabcloseto500havenowbeencertifiedinNorthAmericaandEuropeAsSharedValuegainssteammdashoneofour10Trendsfor2012mdashwatchformorecorporationstotweakthemoderncapitalistmodel
ImagecreditMoreMagazineTV
Themass-readingexperiencethatOprahkick-startedisevolvingintobookclubsthatspanWebtoolsIn2011MoremagazineusedSkypegroupvideo-callingtoenablenineUSbookclubstochatconcurrentlyaboutaMegWolitzernovelwiththeauthorparticipatingThe Atlanticrsquos1book140usesTwitterasaplatformTweetersnominateandvoteonbooksthentweetabouttheselectionsInJanuaryTheHuffingtonPostlaunchesabookclubthatencouragesreaderstocontributeviaTwitterFacebookYouTubeFlickrandInstagrambookstoreeventsarealsointhemix
Imagecreditairfaxcom
WiththemobiledevicenowanEverythingHubandcontentaccessiblethroughthecloudbusinesseswillneedtoadapttoBYODcultureEmployersarescramblingtoformulateBYODpoliciesasmoreworkersbringtheirowndevicestotheofficeAirlinesincludingVirginAmericaAmericanAirlinesandGermanyrsquosCondorareofferingaudioandvideoviaWi-Fiforthosewhoeschewtheseat-backscreeninfavoroftheirownLikewisesomehotelguestswillbeabletowatchpay-per-viewmoviesontheirowndevicesaswellastheroomrsquosTV
ImagecreditCipherCloud
AsmorebusinessesstoremorecustomerandproprietaryinformationinthecloudthethreatofhackersaccessingscoresofcreditcardnumberspendingpatentsandmorewillpromptariseincloudsecurityconcernsandservicesthatclaimtobeasolutionCompaniesincludingCloudLockCyber-ArkandCipherCloudarealreadysellingsecuritymeasurestobigbusinessesAndGoogleVerizonIntelMcAfeeandMicrosofthavealljoinedtheCloudSecurityAlliancededicatedtobestpracticesforcloudsecurity
ImagecreditWaze
AppsthatcollectdatafromcommuterswillhelptoguideagrowingnumberofdriversontheirroutesNavigationappsmostnotablyWazeactlikeaGPSdeviceindirectingdriversbutalsousereal-timedatafromphonesensorsalongwithactiveuserinputtomakesmartadjustmentsbasedontrafficandotherroadissuesWazealreadycounts8milliondriversworldwideandisplanningexpansionintoChina
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
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ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditGlassesOff
AsmarketersRetoolforanAgingWorldoneofour10Trendsfor2010expectmoreappsaimedatolderdemographicsTheGlassesOffiPhoneappforexampleduein2012isaprogramthatpurportstoimprovevisionbytrainingreadersrsquoeyestoadapttocertainpatternsTheTellMyGeoappcanhelpcaregiverskeeptrackofelderlyfriendsandfamily
ImagecreditLoffles
WithconsumersmoredistractedthanevermarketerswillofferlittlebribesfortheirattentionWebsitessuchasLofflesprovideprizesforwatchingandrespondingtoadsfromclientsincludingtheAmericanRedCrossUNICEFandKelloggrsquosCouponNetworkcomisrewardingshopperswhowatchashortbrandedvideowithhigher-valuedigitalcouponsServiceslikeGamesThatGiveletbrands(egPepsiandStarbucks)sponsorFacebookgamesrewardingparticipantswithoptionsforcharitabledonationsAndFreeATMsNYCislookingtoinstallcashmachineswithscreensforadsenablinguserstoskiptheout-of-networkfeeinexchangeforwatchingamarketingmessage
ImagecreditBatuka
LaunchedinSpainin2005Batukaisprimedtobethenextinternationaldance-fitnesscrazeLikeZumbaBatukareliesheavilyonLatinAmerican-inspiredmovesbutalsoincorporatesawellnessphilosophyemphasizinggoodnutritionapositiveoutlookandthemind-bodyconnectionItalsousesonlyoriginalcompositionsfrommusicianKikeSantanderTeachertrainingcourseslaunchedinNorthAmericainfall2011andplanscallforexpansionthroughoutEuropein2012
ImagecreditBCorporation
WhilecorporationstraditionallyfocusonincreasingshareholdervalueBenefitCorporationsoperateunderlegalprovisionsthatenableacompanytotakeallstakeholdersintoconsiderationnotonlystockholdersThelegislationadoptedinseveralUSstatessofarallowsbusinessestoembedsustainabilityprinciplesintotheirDNAAlternativelycompaniescanseekcertificationasaldquoBCorprdquofromthenonprofitBLabcloseto500havenowbeencertifiedinNorthAmericaandEuropeAsSharedValuegainssteammdashoneofour10Trendsfor2012mdashwatchformorecorporationstotweakthemoderncapitalistmodel
ImagecreditMoreMagazineTV
Themass-readingexperiencethatOprahkick-startedisevolvingintobookclubsthatspanWebtoolsIn2011MoremagazineusedSkypegroupvideo-callingtoenablenineUSbookclubstochatconcurrentlyaboutaMegWolitzernovelwiththeauthorparticipatingThe Atlanticrsquos1book140usesTwitterasaplatformTweetersnominateandvoteonbooksthentweetabouttheselectionsInJanuaryTheHuffingtonPostlaunchesabookclubthatencouragesreaderstocontributeviaTwitterFacebookYouTubeFlickrandInstagrambookstoreeventsarealsointhemix
Imagecreditairfaxcom
WiththemobiledevicenowanEverythingHubandcontentaccessiblethroughthecloudbusinesseswillneedtoadapttoBYODcultureEmployersarescramblingtoformulateBYODpoliciesasmoreworkersbringtheirowndevicestotheofficeAirlinesincludingVirginAmericaAmericanAirlinesandGermanyrsquosCondorareofferingaudioandvideoviaWi-Fiforthosewhoeschewtheseat-backscreeninfavoroftheirownLikewisesomehotelguestswillbeabletowatchpay-per-viewmoviesontheirowndevicesaswellastheroomrsquosTV
ImagecreditCipherCloud
AsmorebusinessesstoremorecustomerandproprietaryinformationinthecloudthethreatofhackersaccessingscoresofcreditcardnumberspendingpatentsandmorewillpromptariseincloudsecurityconcernsandservicesthatclaimtobeasolutionCompaniesincludingCloudLockCyber-ArkandCipherCloudarealreadysellingsecuritymeasurestobigbusinessesAndGoogleVerizonIntelMcAfeeandMicrosofthavealljoinedtheCloudSecurityAlliancededicatedtobestpracticesforcloudsecurity
ImagecreditWaze
AppsthatcollectdatafromcommuterswillhelptoguideagrowingnumberofdriversontheirroutesNavigationappsmostnotablyWazeactlikeaGPSdeviceindirectingdriversbutalsousereal-timedatafromphonesensorsalongwithactiveuserinputtomakesmartadjustmentsbasedontrafficandotherroadissuesWazealreadycounts8milliondriversworldwideandisplanningexpansionintoChina
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditLoffles
WithconsumersmoredistractedthanevermarketerswillofferlittlebribesfortheirattentionWebsitessuchasLofflesprovideprizesforwatchingandrespondingtoadsfromclientsincludingtheAmericanRedCrossUNICEFandKelloggrsquosCouponNetworkcomisrewardingshopperswhowatchashortbrandedvideowithhigher-valuedigitalcouponsServiceslikeGamesThatGiveletbrands(egPepsiandStarbucks)sponsorFacebookgamesrewardingparticipantswithoptionsforcharitabledonationsAndFreeATMsNYCislookingtoinstallcashmachineswithscreensforadsenablinguserstoskiptheout-of-networkfeeinexchangeforwatchingamarketingmessage
ImagecreditBatuka
LaunchedinSpainin2005Batukaisprimedtobethenextinternationaldance-fitnesscrazeLikeZumbaBatukareliesheavilyonLatinAmerican-inspiredmovesbutalsoincorporatesawellnessphilosophyemphasizinggoodnutritionapositiveoutlookandthemind-bodyconnectionItalsousesonlyoriginalcompositionsfrommusicianKikeSantanderTeachertrainingcourseslaunchedinNorthAmericainfall2011andplanscallforexpansionthroughoutEuropein2012
ImagecreditBCorporation
WhilecorporationstraditionallyfocusonincreasingshareholdervalueBenefitCorporationsoperateunderlegalprovisionsthatenableacompanytotakeallstakeholdersintoconsiderationnotonlystockholdersThelegislationadoptedinseveralUSstatessofarallowsbusinessestoembedsustainabilityprinciplesintotheirDNAAlternativelycompaniescanseekcertificationasaldquoBCorprdquofromthenonprofitBLabcloseto500havenowbeencertifiedinNorthAmericaandEuropeAsSharedValuegainssteammdashoneofour10Trendsfor2012mdashwatchformorecorporationstotweakthemoderncapitalistmodel
ImagecreditMoreMagazineTV
Themass-readingexperiencethatOprahkick-startedisevolvingintobookclubsthatspanWebtoolsIn2011MoremagazineusedSkypegroupvideo-callingtoenablenineUSbookclubstochatconcurrentlyaboutaMegWolitzernovelwiththeauthorparticipatingThe Atlanticrsquos1book140usesTwitterasaplatformTweetersnominateandvoteonbooksthentweetabouttheselectionsInJanuaryTheHuffingtonPostlaunchesabookclubthatencouragesreaderstocontributeviaTwitterFacebookYouTubeFlickrandInstagrambookstoreeventsarealsointhemix
Imagecreditairfaxcom
WiththemobiledevicenowanEverythingHubandcontentaccessiblethroughthecloudbusinesseswillneedtoadapttoBYODcultureEmployersarescramblingtoformulateBYODpoliciesasmoreworkersbringtheirowndevicestotheofficeAirlinesincludingVirginAmericaAmericanAirlinesandGermanyrsquosCondorareofferingaudioandvideoviaWi-Fiforthosewhoeschewtheseat-backscreeninfavoroftheirownLikewisesomehotelguestswillbeabletowatchpay-per-viewmoviesontheirowndevicesaswellastheroomrsquosTV
ImagecreditCipherCloud
AsmorebusinessesstoremorecustomerandproprietaryinformationinthecloudthethreatofhackersaccessingscoresofcreditcardnumberspendingpatentsandmorewillpromptariseincloudsecurityconcernsandservicesthatclaimtobeasolutionCompaniesincludingCloudLockCyber-ArkandCipherCloudarealreadysellingsecuritymeasurestobigbusinessesAndGoogleVerizonIntelMcAfeeandMicrosofthavealljoinedtheCloudSecurityAlliancededicatedtobestpracticesforcloudsecurity
ImagecreditWaze
AppsthatcollectdatafromcommuterswillhelptoguideagrowingnumberofdriversontheirroutesNavigationappsmostnotablyWazeactlikeaGPSdeviceindirectingdriversbutalsousereal-timedatafromphonesensorsalongwithactiveuserinputtomakesmartadjustmentsbasedontrafficandotherroadissuesWazealreadycounts8milliondriversworldwideandisplanningexpansionintoChina
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
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ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditBatuka
LaunchedinSpainin2005Batukaisprimedtobethenextinternationaldance-fitnesscrazeLikeZumbaBatukareliesheavilyonLatinAmerican-inspiredmovesbutalsoincorporatesawellnessphilosophyemphasizinggoodnutritionapositiveoutlookandthemind-bodyconnectionItalsousesonlyoriginalcompositionsfrommusicianKikeSantanderTeachertrainingcourseslaunchedinNorthAmericainfall2011andplanscallforexpansionthroughoutEuropein2012
ImagecreditBCorporation
WhilecorporationstraditionallyfocusonincreasingshareholdervalueBenefitCorporationsoperateunderlegalprovisionsthatenableacompanytotakeallstakeholdersintoconsiderationnotonlystockholdersThelegislationadoptedinseveralUSstatessofarallowsbusinessestoembedsustainabilityprinciplesintotheirDNAAlternativelycompaniescanseekcertificationasaldquoBCorprdquofromthenonprofitBLabcloseto500havenowbeencertifiedinNorthAmericaandEuropeAsSharedValuegainssteammdashoneofour10Trendsfor2012mdashwatchformorecorporationstotweakthemoderncapitalistmodel
ImagecreditMoreMagazineTV
Themass-readingexperiencethatOprahkick-startedisevolvingintobookclubsthatspanWebtoolsIn2011MoremagazineusedSkypegroupvideo-callingtoenablenineUSbookclubstochatconcurrentlyaboutaMegWolitzernovelwiththeauthorparticipatingThe Atlanticrsquos1book140usesTwitterasaplatformTweetersnominateandvoteonbooksthentweetabouttheselectionsInJanuaryTheHuffingtonPostlaunchesabookclubthatencouragesreaderstocontributeviaTwitterFacebookYouTubeFlickrandInstagrambookstoreeventsarealsointhemix
Imagecreditairfaxcom
WiththemobiledevicenowanEverythingHubandcontentaccessiblethroughthecloudbusinesseswillneedtoadapttoBYODcultureEmployersarescramblingtoformulateBYODpoliciesasmoreworkersbringtheirowndevicestotheofficeAirlinesincludingVirginAmericaAmericanAirlinesandGermanyrsquosCondorareofferingaudioandvideoviaWi-Fiforthosewhoeschewtheseat-backscreeninfavoroftheirownLikewisesomehotelguestswillbeabletowatchpay-per-viewmoviesontheirowndevicesaswellastheroomrsquosTV
ImagecreditCipherCloud
AsmorebusinessesstoremorecustomerandproprietaryinformationinthecloudthethreatofhackersaccessingscoresofcreditcardnumberspendingpatentsandmorewillpromptariseincloudsecurityconcernsandservicesthatclaimtobeasolutionCompaniesincludingCloudLockCyber-ArkandCipherCloudarealreadysellingsecuritymeasurestobigbusinessesAndGoogleVerizonIntelMcAfeeandMicrosofthavealljoinedtheCloudSecurityAlliancededicatedtobestpracticesforcloudsecurity
ImagecreditWaze
AppsthatcollectdatafromcommuterswillhelptoguideagrowingnumberofdriversontheirroutesNavigationappsmostnotablyWazeactlikeaGPSdeviceindirectingdriversbutalsousereal-timedatafromphonesensorsalongwithactiveuserinputtomakesmartadjustmentsbasedontrafficandotherroadissuesWazealreadycounts8milliondriversworldwideandisplanningexpansionintoChina
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditBCorporation
WhilecorporationstraditionallyfocusonincreasingshareholdervalueBenefitCorporationsoperateunderlegalprovisionsthatenableacompanytotakeallstakeholdersintoconsiderationnotonlystockholdersThelegislationadoptedinseveralUSstatessofarallowsbusinessestoembedsustainabilityprinciplesintotheirDNAAlternativelycompaniescanseekcertificationasaldquoBCorprdquofromthenonprofitBLabcloseto500havenowbeencertifiedinNorthAmericaandEuropeAsSharedValuegainssteammdashoneofour10Trendsfor2012mdashwatchformorecorporationstotweakthemoderncapitalistmodel
ImagecreditMoreMagazineTV
Themass-readingexperiencethatOprahkick-startedisevolvingintobookclubsthatspanWebtoolsIn2011MoremagazineusedSkypegroupvideo-callingtoenablenineUSbookclubstochatconcurrentlyaboutaMegWolitzernovelwiththeauthorparticipatingThe Atlanticrsquos1book140usesTwitterasaplatformTweetersnominateandvoteonbooksthentweetabouttheselectionsInJanuaryTheHuffingtonPostlaunchesabookclubthatencouragesreaderstocontributeviaTwitterFacebookYouTubeFlickrandInstagrambookstoreeventsarealsointhemix
Imagecreditairfaxcom
WiththemobiledevicenowanEverythingHubandcontentaccessiblethroughthecloudbusinesseswillneedtoadapttoBYODcultureEmployersarescramblingtoformulateBYODpoliciesasmoreworkersbringtheirowndevicestotheofficeAirlinesincludingVirginAmericaAmericanAirlinesandGermanyrsquosCondorareofferingaudioandvideoviaWi-Fiforthosewhoeschewtheseat-backscreeninfavoroftheirownLikewisesomehotelguestswillbeabletowatchpay-per-viewmoviesontheirowndevicesaswellastheroomrsquosTV
ImagecreditCipherCloud
AsmorebusinessesstoremorecustomerandproprietaryinformationinthecloudthethreatofhackersaccessingscoresofcreditcardnumberspendingpatentsandmorewillpromptariseincloudsecurityconcernsandservicesthatclaimtobeasolutionCompaniesincludingCloudLockCyber-ArkandCipherCloudarealreadysellingsecuritymeasurestobigbusinessesAndGoogleVerizonIntelMcAfeeandMicrosofthavealljoinedtheCloudSecurityAlliancededicatedtobestpracticesforcloudsecurity
ImagecreditWaze
AppsthatcollectdatafromcommuterswillhelptoguideagrowingnumberofdriversontheirroutesNavigationappsmostnotablyWazeactlikeaGPSdeviceindirectingdriversbutalsousereal-timedatafromphonesensorsalongwithactiveuserinputtomakesmartadjustmentsbasedontrafficandotherroadissuesWazealreadycounts8milliondriversworldwideandisplanningexpansionintoChina
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditMoreMagazineTV
Themass-readingexperiencethatOprahkick-startedisevolvingintobookclubsthatspanWebtoolsIn2011MoremagazineusedSkypegroupvideo-callingtoenablenineUSbookclubstochatconcurrentlyaboutaMegWolitzernovelwiththeauthorparticipatingThe Atlanticrsquos1book140usesTwitterasaplatformTweetersnominateandvoteonbooksthentweetabouttheselectionsInJanuaryTheHuffingtonPostlaunchesabookclubthatencouragesreaderstocontributeviaTwitterFacebookYouTubeFlickrandInstagrambookstoreeventsarealsointhemix
Imagecreditairfaxcom
WiththemobiledevicenowanEverythingHubandcontentaccessiblethroughthecloudbusinesseswillneedtoadapttoBYODcultureEmployersarescramblingtoformulateBYODpoliciesasmoreworkersbringtheirowndevicestotheofficeAirlinesincludingVirginAmericaAmericanAirlinesandGermanyrsquosCondorareofferingaudioandvideoviaWi-Fiforthosewhoeschewtheseat-backscreeninfavoroftheirownLikewisesomehotelguestswillbeabletowatchpay-per-viewmoviesontheirowndevicesaswellastheroomrsquosTV
ImagecreditCipherCloud
AsmorebusinessesstoremorecustomerandproprietaryinformationinthecloudthethreatofhackersaccessingscoresofcreditcardnumberspendingpatentsandmorewillpromptariseincloudsecurityconcernsandservicesthatclaimtobeasolutionCompaniesincludingCloudLockCyber-ArkandCipherCloudarealreadysellingsecuritymeasurestobigbusinessesAndGoogleVerizonIntelMcAfeeandMicrosofthavealljoinedtheCloudSecurityAlliancededicatedtobestpracticesforcloudsecurity
ImagecreditWaze
AppsthatcollectdatafromcommuterswillhelptoguideagrowingnumberofdriversontheirroutesNavigationappsmostnotablyWazeactlikeaGPSdeviceindirectingdriversbutalsousereal-timedatafromphonesensorsalongwithactiveuserinputtomakesmartadjustmentsbasedontrafficandotherroadissuesWazealreadycounts8milliondriversworldwideandisplanningexpansionintoChina
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditairfaxcom
WiththemobiledevicenowanEverythingHubandcontentaccessiblethroughthecloudbusinesseswillneedtoadapttoBYODcultureEmployersarescramblingtoformulateBYODpoliciesasmoreworkersbringtheirowndevicestotheofficeAirlinesincludingVirginAmericaAmericanAirlinesandGermanyrsquosCondorareofferingaudioandvideoviaWi-Fiforthosewhoeschewtheseat-backscreeninfavoroftheirownLikewisesomehotelguestswillbeabletowatchpay-per-viewmoviesontheirowndevicesaswellastheroomrsquosTV
ImagecreditCipherCloud
AsmorebusinessesstoremorecustomerandproprietaryinformationinthecloudthethreatofhackersaccessingscoresofcreditcardnumberspendingpatentsandmorewillpromptariseincloudsecurityconcernsandservicesthatclaimtobeasolutionCompaniesincludingCloudLockCyber-ArkandCipherCloudarealreadysellingsecuritymeasurestobigbusinessesAndGoogleVerizonIntelMcAfeeandMicrosofthavealljoinedtheCloudSecurityAlliancededicatedtobestpracticesforcloudsecurity
ImagecreditWaze
AppsthatcollectdatafromcommuterswillhelptoguideagrowingnumberofdriversontheirroutesNavigationappsmostnotablyWazeactlikeaGPSdeviceindirectingdriversbutalsousereal-timedatafromphonesensorsalongwithactiveuserinputtomakesmartadjustmentsbasedontrafficandotherroadissuesWazealreadycounts8milliondriversworldwideandisplanningexpansionintoChina
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditCipherCloud
AsmorebusinessesstoremorecustomerandproprietaryinformationinthecloudthethreatofhackersaccessingscoresofcreditcardnumberspendingpatentsandmorewillpromptariseincloudsecurityconcernsandservicesthatclaimtobeasolutionCompaniesincludingCloudLockCyber-ArkandCipherCloudarealreadysellingsecuritymeasurestobigbusinessesAndGoogleVerizonIntelMcAfeeandMicrosofthavealljoinedtheCloudSecurityAlliancededicatedtobestpracticesforcloudsecurity
ImagecreditWaze
AppsthatcollectdatafromcommuterswillhelptoguideagrowingnumberofdriversontheirroutesNavigationappsmostnotablyWazeactlikeaGPSdeviceindirectingdriversbutalsousereal-timedatafromphonesensorsalongwithactiveuserinputtomakesmartadjustmentsbasedontrafficandotherroadissuesWazealreadycounts8milliondriversworldwideandisplanningexpansionintoChina
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditWaze
AppsthatcollectdatafromcommuterswillhelptoguideagrowingnumberofdriversontheirroutesNavigationappsmostnotablyWazeactlikeaGPSdeviceindirectingdriversbutalsousereal-timedatafromphonesensorsalongwithactiveuserinputtomakesmartadjustmentsbasedontrafficandotherroadissuesWazealreadycounts8milliondriversworldwideandisplanningexpansionintoChina
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Knowledgeseekerswillincreasinglylookbeyondthetraditionalstudent-teacherstructureLearningisbecomingmoredemocraticon-andofflineaspeopleconnectwithteachershobbyistsandexpertslookingtosharetheirinterestsandimparttheirknowledgeUserscanbuildtheirowncoursesatsiteslikeUdemycomtakelessonsandaskandanswerquestionsaboutthemonSophiaorgandanswertestquestionsonVeriOfflinepeoplearelearningfrompeersthroughSkillshareandparticipatinginlocaleducationhubslikeBrooklynBrainerywherelow-costclassesrangefromldquoHowtoKillatKaraokerdquotoldquoStatisticalLiteracyrdquo
ImagecreditBrooklynBrainery
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditunileverfoodsolutionsus
Astheenvironmentalimpactofourfoodchoicesbecomesabiggerconcernmdashoneofour10Trendsfor2012mdashwatchformoreawarenessaroundwastewithbrandsworkingtoeducateconsumersandtoreducetheirownwasteIntheUKpackagingwillnolongerfeaturealdquosellbyrdquodateanattempttoreducethepound12billionworthoffoodthrownoutannuallywhileinIndiathegovernmentistryingtoreinintraditionallavishweddingsinabidtostaveofffoodscarcityUnileverrsquosFoodSolutionsunitrecentlylaunchedUnitedAgainstWasteacampaigntodrivewastereductioninthefood-serviceindustry
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditJulienHarneis
ForsometravelersgovernmentadvisoriesagainstvisitingcertainregionsareservingasacontrarianlureOneexpertcallsitldquomachotourismrdquoanditsadherentsincludeadventurerswithaneyeonsocialmediabraggingrightsandluxurytravelerslookingtooutdobeen-there-done-thatpeersbyventuringwherefewelsecanorwillExpectasteadyriseintraveltospotsliketheCongothatofferrichexperiencesfortheintrepid
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditPostagram
SincerelyrsquosPostagramappandPostcardontheRunallowvacationersandotherstoturnsnapshotsintosnail-mailedpostcardsTheymakeiteasytosendpersonalizedgreetingsfromafarwhilesatisfyingtodayrsquosrisingappreciationforphysicalobjectsandslowerformsofcommunicationThisisonemanifestationofObjectifyingObjectsoneofour10Trendsfor2012
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditFritoLayCanada
Thetransitiontoelectricvehicleswillbeagradualoneforconsumersbutmoreimmediatelywersquollseeelectricdeliverytrucksandvanszippingaroundurbanareasasbusinessesreplacedieselswiththesegreenercheaper(intermsoffuelcosts)quieterandgood-for-PRalternativesCompaniesincludingStaplesandFrito-LayarebuyingtrucksliketheNewton(fromSmithElectricVehicles)whilecommercialcustomerssuchastheNorwegianpostalserviceareadoptingFordrsquosTransitConnectelectricvan
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditTracyO
ThemotherofallsocialnetworkshascomealongwayfromitsHarvard-studentdaysThehottestIPOof2012mdashexpectedsometimebetweenAprilandJunemdashcouldvalueFacebookatawhopping$100billionsettingsomerecordsandspawninganewcohortofmillionairesinSiliconValley
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditEvoandProud
AsitrsquosimplementedmorewidelyfacialrecognitionsoftwarewillraisealotmoreconcernabouttheBigBrotherimplicationswithalarmsraisedbylegislatorsandotherprivacyadvocatesstirringanxietyamongconsumersOnenewprogramdevelopedatCarnegieMellonUniversityforexamplecanpinpointtheidentityofatotalstrangerinminutesGoogleAppleandFacebookareallexperimentingwithfacialrecognitionasaresomegovernments
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditpointnshoot
ThefattaxisthenewsintaxInabidtoputthebrakesonobesitygovernmentswilltrytopushconsumersawayfromunhealthyfoodswithcostdisincentivesIn2011Hungaryintroducedanaddedtaxforfoodswithhighfatsaltandsugarcontentalongwithahighertariffonsoda(andalcohol)whileDenmarkaddedataxforhigh-saturated-fatfoodsSimilarlegislationhasbeenproposedinAustraliaandBritainLookformorenationalandlocalgovernmentstofollow
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditApple
ThisnewideainlearningflipstheclassworkhomeworkmodelonitsheadwithstudentswatchinglecturesonlinefromKahnAcademyTegrityandothersthenusingclassroomtimetodiscussandpracticetherelevantconceptsWiththismodelopeningupaccesstoqualitylearningmaterialsforstudentsworldwidelookforittobemorewidelyadoptedasanalternativetofailingtraditionalmethods
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditSUPYogaVancouver
ldquoFlo-yordquoisthelovechildoftwotrendyfitnessactivitiesstanduppaddleboardingandyogaFromSeattletoAustraliaandHawaiiwell-balancedsoulsarefloatingtheirwayontocalmbodiesofwaterformodifiedclassesatoppaddleboardswhichforceyogistokeeptheircoreengagedWatchforflo-yotobeontheactivitylistforthe2012beachvacation
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
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Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditTreasureampBond
RetailchainsaretestinganinnovativeideainsocialresponsibilitynonprofitretailendeavorsthatleveragewhatthecompaniesdobesttobenefitcommunitiesCustomerstakepartbysimplyconsumingasnormalNordstromrsquosnewManhattanconceptstoreTreasureampBondgivesallproceedstolocalcharitiesasdoesPaneraBreadCorsquosPaneraCaresrestaurantswherecustomerscanpaywhattheywishWithgrowingexpectationsthatbrandsenhancethewell-beingofthecommunitieswheretheydobusinesswatchforthesenonprofitstogainwideradoption
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditSethAnderson
Newtechnologiesmakeitpossibletoconvertusedplasticsmdashsuchasnonrecyclablegrocerystorebagsande-wastemdashbackintooilaprocessthatseveralcompanieswillcommercializein2012NotonlydoesthiskeepplasticsoutoflandfillsitrsquosalsocheapertoproducethantraditionaloilldquoItseemsalmostlikesciencefictionbutthetechnologyisnowhererdquosaysGregWilkinsonofenvironmentalconsultingfirmThirdOakAssociatesVirginAtlanticplanstotestsyntheticfuelderivedfromsteelmillsrsquoindustrialwaste
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditSeanMacEntee
WatchforanewideafromtheUKtoexpandbeyondBritainAnuber-affordabletakeonAirbnbCampinmygardencomletspeoplerenttheirbackyardstotravelersTheLondonOlympicswillheightenawarenessprovidingahotelalternativeforthosewillingtopitchatent
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditTEDx
Bornafter2000andweanedonsmartphonesthesekidsarethefirsttruedigitalnativesFormanyfamiliesthisgadget-savvygroupthatrsquosuponallthingsWebisthego-tosourceforinformationgivingGenZmajorinfluenceoverhouseholdpurchasingdecisionsandbehaviorsThisgenerationisalsomorebrandawarethananybeforeit(byage3achildcanrecognizealmost100brands)
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditManifestDigital
Kinect-liketechnologyiscomingtogadgetsandscreensHuman-computerinteractionorHCIwillmakecomputersevenmoreintuitiveandeasytouseallowingpeopletotradetheirkeyboardforanysurfaceandtheirmouseforhandmovementsForexampleBallyTotalFitnessrsquoldquoResultsCenterrdquoavideowallthatrespondstogesturesshowsfitnessandnutritioninformationandworkouttipsforgymmembersAndinSpaintechnologygroupTedesyslinkedaPCandmonitortoaKinectallowingsurgeonstoexaminepatientrecordsduringoperationswiththewaveofahand
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditshealthyvendingcomandfreshvendingcom
MachinesthatsellsnackslikecarrotsandappleshummusmealreplacementbarsandyogurtarepoppingupinresponsetoconsumerinterestinnutritiouseatingcombinedwithlegislationaimedatlimitingjunkfoodinschoolsAsthesepoliciesbecomemorewidespreadexpectmoresuchvendingmachinesmdashandablackmarketofsortsforsugaryfattysaltyfare
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditEdselLittle
ldquoArtisanalrdquohasbecometheoverusedtermduldquojourinfoodldquoheirloomrdquowillfollowWhileitrsquosbeenaroundforawhilestartingwithtomatoesandbeeflatelyeverythingfromcorntobeanshasbeengettinganldquoheirloomrdquodesignationgenerallymeaninganoldervarietythatrsquosgeneticallydistinctfromcommercialproducts(ldquoHeirloomrdquoismostlyusedforcropsldquoheritagerdquoforlivestock)Thetermisbecomingshorthandforldquoqualityrdquoandldquonaturalrdquo(andhigherprices)Canitbelongbeforeweseeheirloompotatochips
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditHarperCollins
2012isthe75thanniversaryofJRRTolkienrsquosclassicfantasynovelchartingtheadventuresofBilboBagginsItwillbemarkedwithneweditionsmdashincludingThe Art of the Hobbitfeaturingtheauthorrsquossketchesdrawingspaintingsandmapsmanyunpublishedmdashandthelong-awaitedtwo-partepicfilmfromdirectorPeterJacksonatyear-end
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditPeterShanks
Lookforhoneytopopupinmorefoodsmdashtoutedasamorenaturalalternativetohigh-fructosecornsyruporsugarmdashandtreatmentsforeverythingfromcoughstoscarsandagingskinVicksforinstancerecentlyintroducedanaturalformulaforitsNyQuilbrandthatuseshoneyasthesweetener
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditHydrateU
Asthemovementtocuttheuseofplasticandbanthesaleofbottledwatergrowswersquollseeaproliferationofwaterstationsmdashalreadypoppinguponcollegecampusesandinsomepublicspacesmdashwherepeoplecanfillreusablebottles
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditFlipkartcom
Indiarsquose-commercemarketishugemdashmorethan100millionInternetusersandgrowingfastmdashandlargelyuntappedForeignfirmslikeAmazonandWalmartaremakingsignificantinvestmentswhilehomegrowncompaniessuchasFlipkartandSnapdealknowthemarketwellenoughtotailortheirservicestoitsquirkssuchasapredilectionforcashovercreditcardsThelikelyupshotawaveofacquisitionsandpartnershipsinearly2012
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditlabstorepariscom
FromaHarvardprofessorofbiomedicalengineeringcomesinhalablecaffeineandchocolatemdashhiscompanyBreathableFoodsisrollingoutAeroShotPureEnergyaninhalercontainingahitofcaffeinemixedwithBvitaminsLeWhifprovidesachocolateexperiencesanscaloriesThecompanyisworkingonmoreproductsthatprovideflavorfulornutritionalbenefitswithoutcaloriesortheneedforpills
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditFord
In-carInternetisabouttoleavethestartinglineCloud-storedmusicrestaurantrecommendationsinfoonnearbyATMsandgasstationswillallbeanindexfingerawayinWi-Fi-enabledcarsToyotarsquosnewEntunesystemusesmobilephonesasadatapipeforthecarasdoesFordrsquosSYNCBMWandDaimleralsoofferin-dashInternetwhileFordrsquosEvosconceptaimstopersonalizetheexperiencebyaccessinghomeentertainmentlibrariesIn-carInternetwillincreasinglybecomeanexpectedaccessory
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditstevestein1982
Perhapsthemostbuzzed-abouttechlaunchof2012isaTVfromApplemdashitrsquosalljustrumorsandrampantspeculationasyetmostofwhichinvolvethecompanyintroducingatelevisioninthesecondhalfoftheyearthatwouldsyncwithotherAppledevicesstreamfromtheWebandallowgesturecontrolTheproductoneofthethingsSteveJobshadbeenfocusingonbeforehisdeathcouldhelptodisruptanewcategory
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecredits[edition]
ldquoTurnyourscreensintoartrdquoproclaimsUKstartups[edition]whichhassignedupA-listartistslikeTraceyEmintoproducelimited-editiondigitalworksaccessibleviamobiledevicesPCsandconnectedTVsAndin2012Samsungwillproduceldquodigitalcanvasesrdquomdashhigh-resscreensdesignedfordisplayingartworktobedistributedbyPlanarSystems
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditChefMattRock
Withsomekeyplayersontheworldstagerunningforre-electionwecouldseeamajorshiftinpoliticaldynamicsAmericansandtheFrenchwillgrappleoverthebestwayforwardfortheireconomiesasBarackObamaandNicolasSarkozyfighttostayinpowerHugoChaacutevezwillrunforathirdterminVenezuelaandinMarchRussianswillweighinonVladimirPutinReplacinganymdashorallmdashoftheseincumbentscouldresetworlddiplomacyputtingpolicymakingonthebackburnerjustasitrsquosneededmost
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditautomobilemagcom
ItrsquosthenewgoalforautomakerswhichareworkingtoreplacesteelwithmaterialslikelightweightaluminumcarbonfiberandimprovedplasticstoachievebettergasmileageandanincreaseinbatteryrangeandprepareformorestringentfuelregulationsJaguarLandRoverforinstancehasappointedaheadoflightweightvehiclestrategyWhileultralightvehicleswilldominateinanotherdecademoreimmediatelywersquollseesmallweightreductionsasvariouspartsandcomponentsslimdown
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditLoosecubes
Thisworldwidepeer-to-peermarketplaceconnectsworkspacesandthefreelancerssmall-businesspeopleartistsandentrepreneurswhoneedtogetoutofthecoffeehouseAkintoAirbnbtheLoosecubessiteallowsuserstoratethespacestheyuse(productivitycommunityandcoolfactoraresomeofthecriteria)andaimstofosterconnectionsandfriendshipsbetweenusersLoosecubesrsquomodelisrightonthemarkforwhatwersquorecallingGenerationGoyoungby-their-bootstrapsentrepreneurswhodonrsquotwanttogoitentirelyalone
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditlytrocom
Inearly2012thestartupLytroisreleasinganewkindofcameraonebeingtoutedasanadvancementthatrsquosldquosimilartotheleapfromfilmtodigitalrdquoWhilemoreconsumersarerelyingsolelyontheirever-improvingmobilephonecamerashobbyistswillwanttoplayaroundwithacamerathattakesldquolivingpicturesrdquomdashtheycanberefocusedbyboththephotographerandviewersaftertheimageisrecordedmdashatastartingpricenottoofarbeyonddigitalpoint-and-shoots
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditMarquesToliver
This24-year-oldsingingviolinistmdashwhofusesclassicalstyleswithpowerfulRampB-ladenvocalsmdashgothisstartasastreetperformerinBrooklynHemovedtoLondonin2009wherehewonoverAdeleasafanlandedarecorddealandbecamethefirstunsignedartisttoappearontheBBCrsquosLater with Jools HollandToliverreleasedanEPin2011andisworkingonhisdebutalbumsetfora2012release
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditmarketandroidcom
AssmartphonesbecomepervasivesotoowillsecurityissuesAppusagemobilebrowsingandmobilepaymentsallputpersonaldataatriskTheAndroidsystemthetoptargetofmalicioussoftwaresawanear-fivefoldincreaseinmalwarebetweenJulyandNovemberAstheriskrisescomputersecurityfirmslikeMcAfeeSymantecandSophosarerampingupinvestmentsinmobilesecurityasaremanufacturers(SamsungforinstanceisofferingtheSecu-NFCchipforNFC-enabledphones)
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
46
Imagecreditsjoyfulnoiserecordingscomanddeepwoodworkshopcom
InthedigitalerathevalueofintellectualpropertyisupforgrabssinceconsumersusedtofeeltheywerepayinginpartfortherecordortheprintingcostsSo-calledmotivationalobjectsareonesolutionphysicalitemsthataccompanythedigitalpropertyincreasingtheperceptionofvalueandsatisfyinganeedfortangibilityAfewbandshaveexperimentedwiththeideasellingnoveltyitemsT-shirtsandevencassetteboxsetsthatallcomewithadownloadoption
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditWilliamWarby
WhatrsquosnewaboutediblefungiWithmorevarietiesnowpopulatingsupermarketshelvesintheWestwersquollseeagrowingawarenessthatthislow-caloriebuthighlyflavorfulfoodpacksanutritionalpunchEuromonitornotesthatthebenefitsofmushroomsmdashwhichcanlowercholesterolboosttheimmunesystemand(somesay)evenfightcancermdashldquoremainwoefullyunderappreciatedrdquoatatimewhenconsumersarelookingtoaddmoreso-calledfunctionalfoodstotheirdiettheywonrsquotremainoverlookedforlong
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
48
ImagecreditEcovativeDesign
Mushroomsaregoingintomorethanstir-fryTheyrsquovebeendiscoveredasanenergy-savingingredientmdashreducingtheamountofStyrofoamandplasticrequiredmdashforpackagingbuildingandmanufacturingmaterialsFordispartneringwithEcovativeDesignwhichopensitsfirstfactoryin2012toreplacesomeplasticcomponentswithcompostablepartsderivedfrommushroomfibersDellisshippingsomeofitsserverswithmushroom-basedpackagingAndlookforconstructioncompaniestotestmushroom-basedmaterialforinsulationandbuildingblocks
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditJavierMartinEspartosa
Asdiplomaticrelationswiththerestoftheworldthawduetothereformswepointedtoinour2008ThingstoWatchthislightlyvisitedrealmofBuddhisttemplesandpagodaswillbecomemoreattractivetoWesterntravelersSeveralnewhotelsofferluxuryaccommodationandluxurytravelcompanyAbercrombieampKenthascreatedthreehigh-endprogramsfor2012
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditfashionmodelit
Alaid-backmodelinherlateteenswhostartedlatebyfashion-industrystandardsPoncemadeastrongdebutinEuropeanshowsinfall2011LookforthisnewfacefromBraziltobealloverinternationalrunwaysandbeyondin2012
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditsSamsungandLondon2012
SocialmediawillbethenameofthegamesattheSummerOlympicsinLondonwhichwillgodownasthefirsttobewhollyinfusedwithsocialmdashdrivenbymarketersathletesandfansalikeTheInternationalOlympicCommitteehasnowsanctionedathletesrsquosocialmediauseduringthegamesgivingfollowersauniqueperspective(TheIOCisalreadyusingsocialmediainateen-targetedcampaign)SocialTVandnewspapertools(likeThe GuardianrsquosFacebookapp)willhelpvirallyspreadthewordspurringinterestandviewershipAndsocialmediawillbethecornerstoneofmanymarketingcampaignsExpectOlympicstobetrendingformonths
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditSocialMemories
TheWebholdsourvirtualmemoriesandourarchivesahugestoreofinformationthatrsquosbeingextendedintothephysicalrealmaspeoplecometofeelaneedformoretangiblethingsDeutschePostDHLrsquosSocialMemoriesprojectletspeopletransformFacebookdataintoanimpressivebookserviceslikePrintstagramturnInstagramphotosintostickersflipbooksandmagnetsandcomingin2012isLittlePrinterathermalprinterthatturnssmartphonedataintoreceipt-sizedprints
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditShiroube
NewtoolsallowtravelerstofindnicheexperiencesandthelocalswhocanprovidethemAcropofpeer-to-peerstartupsofferinguniqueandoftenpersonalizedactivitiesandtoursareaimingtochangethewaytravelersplantripsThesitesenableexpertstoofferaneclecticmixofopportunitiesfromintroducingtravelerstoBerlinrsquosfamedcurrywurstsausage(viaVayable)towalkingthemthroughNewYorkrsquosCentralParkwithawildernessinstructor(viaSideTour)ShiroubeoutofJapan(thenamemeansldquotobeaguiderdquo)isaplatformtoconnectguidesandtravelerslookingforcustomizedtours
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecredituFlavor
Therersquosanewwrinkleintheproduct-personalizationtrendconsumersprofitingfromtheircreationswhilebenefitingthebrandBeveragecompanyuFlavorwillsoonenablecustomerstodreamupflavorcombosaddingtheoptiontotestandsellthedrinksviasocialmediaConverseistestingaFacebookappthatletsusersmarkettheircustom-designedsneakerstofriends(receivingfreebiesinreturnforsales)AndtheKaiserChiefsletfansselectsongsandartworktocreatetheirownversionof2011rsquosThe Future Is Medievalmdashthentakeacommissiononsales
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditRafaelCavalcante
Adultswillincreasinglyadoptforthemselvesthenewlypopularideathatkidsshouldhaveplentyofunstructuredplaytobalanceouttodayrsquosplethoraoforganizedandtech-basedactivitiesInanagewhenpeoplefeeltheyhavenotimeforactivitiesthatdonrsquothaveaspecificgoalattachedtherewillbeagrowingrealizationthatunstructuredtimebegetsmoreimaginationcreativityandinnovationmdashallcompetitiveadvantagesOneexampleThegrowingpopularityofhackathonswhichfreeprogrammerstocollaborativelyplayaroundwithideasandapproacheswithoutworryingaboutspecificendgoals
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditJasmineampRoses
ThishybridfruitacombinationofaplumandcherrywasdevelopedforplumloverswhodonrsquotlikejuicedribblingdowntheirchinBreedershaveperfectedthecombinationafteryearsofexperimentationanditcouldbeinsupermarketssoon
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditEdYourdon
FreebookexchangesareflourishinginGermanymdashwherelocalgroupssponsorshelvesinpublicspacesandinsupermarketsandotherstoresmdashandIsraelwherebooksatbusstopsstartedasanartprojectOnline-basedtoolsforswappingandtradinggoodshavetakenoffintherecentpastmdashnextwatchformoresimpleanalogideasthattapintothesamespirit
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditmxgirl85
WithwatergainingmorenoticeasalimitedandpreciousresourceandseveredroughtsincreasingwatchformorepeopleandcorporationstoburnishtheirgreencredentialsandsavemoneybyharvestingrainDelhiMetroforexampleisconstructingstationswithharvestingsystemsbuiltinTheindustryaroundrainwaterharvestinghoweverisjustgettingstarted
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
AsmoreChinesebrandssuchasLi-NingandHaiercontinuetoexpandinternationallywersquollseeapushtochangeperceptionsaroundwhatitmeanstobeldquoMadeinChinardquowithChinesecompaniesaddressingsomeofthekeyissuesassociatedwiththatlabelamongthempoorqualitycopycattingandlackoftrust
ImagecreditLi-Ning
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditRollingStonescom
WhilenothinghasbeenconfirmedoddsarethatMickKeithandtheboyswillregroupfora50thanniversarygo-roundthatwouldbebilledastheirfarewelltourSomesayMickisstillhurtingfromrevelationsinKeithrsquostell-allmemoirJaggerhassaidhersquostoobusypromotinghisgroupSuperHeavyButwiththegroupgettingintotheirgoldenyearsldquoitrsquosnoworneverrdquoasRolling Stonenotes
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditSigneBrewster
Therooftop-gardeningconceptisevolvingintolarge-scalefarmingprojectsBrooklynGrangeforexampleisarooftoporganicfarmthatsellsitsproduceinmarketsandbusinessesaroundNewYorkCityintheUKFoodFromtheSkyisasimilarinitiativeatopasupermarketinLondonthatsellsproduceinthemarketbelowAndBrightFarmsisaNewYork-basedcompanyfocusedonhelpingfoodmerchantstransformtheirroofs
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditlightintheatticnet
GlobalizationisspurringanewappreciationfornationalandregionaltraditionsandthingsuniquetoonersquosheritageInmusicforinstancethetypicaltangoorchestraisnewlypopularinArgentinaPeruviansofallsocialclassesareembracingcumbiamusicandIndianclubsarepumpingoutdomestictracksLikewiseinfoodInGreeceforinstancelocalbrandsareprosperingandtoutingtheirGreeknesswhilemajorforeignbrandsareplayingupGreekingredientsorldquoMadeinGreecerdquo
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditPetersenAutomotiveMuseum
ConsumersareturningtoscootersasacheaperandmoreagilealternativetocarsUSsalesrosenearly30inthefirsthalfof2011whileyear-over-yearNovembersalesinIndiajumped39In2011Larry CrownestarringscooterfanTomHanksprominentlyfeaturedthevehiclesandLArsquosPetersenAutomotiveMuseumiscurrentlyhostingashowonthehistoryofscootersLookingaheadaninfluxofelectricscooterswillhitthemarketOneissuewillbecoexistencewithcyclistsanddrivers
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditmcdpressofficeeu
InteractivescreensarecomingtorestaurantsreplacingmenusandsometimesworkersandhelpingtoentertaindinersPatronswillbeorderingandsometimespayingusingiPadsandothertabletstouch-screentablesandself-orderkiosksForinstancedinersatarestaurantintheManhattandepartmentstoreBarneyrsquoscanorderatoneof30screensinaglass-coveredcommunaltablethenbrowsethestorersquoscatalogwhileeatingAndMcDonaldrsquoshasdeployedtouch-screenkiosksinvenuesacrossEuropeThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditMicrosoft
RetailersareplacinginteractivetouchscreensinandoutsidestorestoprovidecustomerswithamoreimmersiveandengagingexperienceForexamplein2011CliniquedebutedMicrosoftSurfacetouchscreensintheflagshipManhattanBloomingdalersquosenablingcustomerstoplacespeciallytaggedproductsonthescreentoseemoreinformationInSouthAfricamobilebrand8tarsquosretailoutletsfeaturesound-emittingtouch-screenwindowsthatallowpassersbytobrowsethecatalogafter-hoursscreensinthestoresletshoppersexploretheinventoryingreaterdepthThisisonemanifestationofScreenedInteractionsoneofour10Trendsfor2012
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditcohousingcocom
LookfortheDanishconceptofcohousingmdashco-op-stylecommunitieswhoseresidentsareactivelyinvolvedintheiroperationandjoinedbyclosesocialtiesmdashtocatchonwithBoomersCohousingcommunitiessomeinitiatedbyresidentsandothersbydevelopersofferonewaytolivenearfriendsinretirementandtosharesenior-focusedfacilitiesproductsandservices
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecredittowardsthesunset
Theworldisgettingevermorecrowdedchaoticandnoisywithmobileconversationseverywheremdashfrompublicrestroomstoundergroundtrainsmdashandmediafillingonce-quietspaces(cabselevators)withchatterOver-stimulatedwersquollincreasinglylooknotonlytoDe-Tech(oneofour10Trendsfor2011)buttoretreatfromthenoisewhetherathomeinspasoreveninnature(theldquosilenthikerdquo)Oneinterestingmanifestationthe2011silentfilmThe Artistwhichlookslikelytowinsomebigindustryawardsin2012
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditisraelskcom
TechhotspotsaregrowinginaslewofcitiesAmongthemBerlinwhoseMitteandKreuzbergdistrictsarehometoSoundCloud9flatsAmen6WunderkinderWoogaandEtsyrsquosEuropeanHQ(SoundCloudrsquosfoundercallsitthebeststartupcityintheworldforitscheaprenttalentgrowinginvestorinterestandcreativebuzz)BeloHorizonteinBrazilwhichclaimsGooglersquosRampDofficesandstartupsincludingSambaTechandO2GamesandMoscowrsquosSkolkovoITClusterfoundedlastyearasaninitiativeofPresidentMedvedev
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditHeinz
Foodandbeveragebrandsareswingingintheoppositedirectionfromthemega-sizesandbulkofferingstheyhavetargetedatbudget-savvyconsumersSmallersizesatminimalpriceswilltargetextremelycost-sensitivecustomersinthedevelopedworldHJHeinzforexampleisintroducingseveralreducedsizesatasuggestedretailpriceof99centsintheUSandaroundoneeuroinEuropeincludinga10-ounceketchuppouchanda9-ouncemustardKraftisselling50-centgumpackswithfivesticksofTridentorStrideThisisonemanifestationofNavigatingtheNewNormaloneofour10Trendsfor2012
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditunderarmourcom
WersquollseegarmentshelpwearersmonitortheirbodiesNyxDeviceswillintroducetheSomnusshirtdevelopedatMITwhichcanmonitorsleeppatternsSportswearbrandUnderArmourhastheE39ashirtwitharemovablesensorpackthatprovidesbodydata(heartratetemperatureetc)whichwearersreviewontheirmobiledeviceAJawbonebraceletsimilarlyprovidesactivityandsleepdataReebokisdevelopingconceptslikeleggingswithaccelerometersformeasuringdistanceandATampTsaysitplanstosellbio-trackingclothesforathletesfirstrespondersmilitarypersonnelandseniorcitizens
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditQantas
Forward-thinkinghotelsandairlinesareusingRFIDandNFCcombinedwithcustomerphonestosmoothandspeedupcheck-insQantasrsquofrequentflyersnowgetanRFID-enabledcardthatfunctionsasaboardingpasstheyuseittocheckinatakioskuponarrivalthenflightdetailsaresenttotheirphoneSimilarlyhotelsincludingStarwoodrsquosAloftandAriainLasVegasissueRFIDloyaltycardsthatdoubleasroomkeys(theAriacardalsoautomaticallyactivatesin-roomamenitiesturnsonlightsopenscurtainsandpersonalizestheTV)HotelsarealsoenablinggueststouseNFC-equippedsmartphonesasroomkeys
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditTicketmaster
WatchformorebookingagentstooverlaythesocialgraphaskinguserstosigninwiththeirsocialmediaaccountsfortheopportunitytohandpickdesirableseatingarrangementsIn2011TicketmasterrolledoutinteractiveseatmapswithFacebookintegrationallowingcustomersthechancetoseewherefriends(aswellasstrangers)aresittinginaconcertvenueKLMRoyalDutchAirlinesisplanningasimilarinitiativegivingflyersthechancetochooseseatmatesbasedonsocialmediaprofiles
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditDowSolar
Consumersandbusinesseswillenjoyeasieroff-the-shelfoptionsforsolarpower3Mplanstobeginsellingasolarsee-throughfilmdesignedtobeeasilyappliedtoanywindowItreducesheatandgeneratespowermdashasquaremeterisenoughtochargeaniPhoneunderpeaksunlightAndDowChemicaldivisionDowSolarisintroducingasolarshinglethatblendswithtraditionalasphaltshinglesandiseasytoinstallanddurableenoughtowalkon
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditGeorgeHatcher
Asextremeweatherwreakshavoconcropyieldswatchforalready-highfoodpricestospikefurtherthankstodroughtsfloodingandotherirregularitiesbroughtonbyclimatechangeForexampleThailandtheworldrsquosbiggestriceproducerisexpectingsmalleryieldsthanksinparttoitsdisastrousfloodsIntheUSdroughtinTexasthinnedcattleherdswhichwilllikelypushupbeefpricesbyabout8
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditsitfraunhoferde
Asemployeesincreasinglyusetheirpersonalmobiledevicesforwork(seeBYOD)moreserviceswillenablepeopletotogglebetweenbusinessandpleasurewhilekeepingthemdistinctreducingtheneedformultipledevicesIntheUSATampTrsquosnewToggleappallowsuserstoeasilyswitchfromworkmodetopersonalmodeInGermanyBizzTrustletsusersturntheirAndroiddevicesintosecureldquoworkphonesrdquoandsetsupldquoworkrdquoandldquopersonalrdquopartitionsforapplications
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditEtsy
PaperfansmanyofthemMillennialsaredialingbackondigitalandpenningnotessentthroughthemailEtsyispackedwithstationeryproductsandUKretailerJohnLewisreporteda79year-over-yearincreaseinwriting-papersalesinmid-2011Thefurtherfromemailthebetterwithletterpress-printedcardsandembossedpapersespeciallypopularsomestationeryfanswritewithfountainpensThistiesintoour2012trendObjectifyingObjectsanembraceofthephysicalandtactile
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditPublic
InlinewithNavigatingtheNewNormaloneofour10Trendsfor2012morebrandsinmorecategorieswillembracetheideaofldquopaylessgetlessrdquowithldquolessrdquoreferringtoamenitiesfeaturesconveniencesetcForexampleUSgymchainEquinoxlaunchedBlinkFitnessin2011mdashverycheapfitnesscentersthatofferthebasicsandnothingmoreAndhotelierIanSchrageropenedthefirstinaplannedlineofvalue-orientedhotelsdubbedPublicthatldquowillonlyofferservicesthatmatterthosethatguestsreallywantandneedratherthananarrayofsuperfluousservicestheydonotuserdquo
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditSundance
RobertRedfordexportshisinfluentialindiefestivalfromUtahtoLondoninAprilWithagoalofcreatingamorediversepictureofAmericancultureSundanceLondonwillscreenfilmsseenattheUtah-basedfestivalthreemonthsearlierandfeaturelivemusicpanelsandotherprogramming
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditrainforestheroescom
TheproductionofpalmoilaningredientineverythingfromcosmeticstocookiestocleaningproductsoftenresultsindeforestationandhabitatdestructionAwarenessoftheissueisbubblingupwithmanufacturersslowlyswitchingovertosustainablepalmoilorpledgingtodosoWatchforbrandstotouttheiruseofGreenPalmcertificates(akintooffsets)mdashegin2012boxesofGirlScoutcookieswillstartbearingthelogomdashorconformancewithvariouscertificationstandards
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditVistair
BusinessesandgovernmentsaretradingpaperforiPadsandothertabletssavingmoneyandpromotingefficiencyIntheUSairlinesarenowallowedtorelyontabletsinsteadofheftyonboardpapermanualschecklistsandchartsContinentalandUnitedareamongthosedeclutteringtheircockpitsinfavorofiPadsAmsterdamcitycouncilmembersnowgetiPadsretrievingdocumentsthroughacustomappthatotherDutchgovernmentagenciesaresettoadoptSomeAmericancitiesandstatesaredoingorconsideringsomethingsimilar
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditGoogle
Tap-and-paytechnologyfacesachicken-and-eggproblemwithretailersreluctanttofootthecostforterminalswithoutclearshopperdemandandconsumersentrenchedintheirwaysWatchforthecompaniesbehindthetechnologytoofferbothgroupsmorereasonsforadoptionsuchaslowerretailerfeesoncontactlesspurchasesandloyaltyrewardsforparticipatingconsumers
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditimdbcom
The100thanniversaryoftheTitanicrsquossinkingonApril15willbemarkedwithtitanicgoings-onTheeponymousJamesCameronfilmwillbereleasedin3DandthedirectorwillhostaNationalGeographicTVspecialonthetopicTitanicBelfastwillopeninIreland(ldquotheworldrsquoslargestTitanicvisitorexperiencerdquo)andahostofcentennialmemorabiliawillvieforaficionadosrsquoattention
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditTokyoSkyTree
At2080feetthistowerwillbetheworldrsquostallestwhenitopensinthespringaccordingtoGuinnessWorldRecordsTokyoSkyTreestands111feetabovethecurrentrecordholderChinarsquosCantonTowerandisdesignedtowithstandan80magnitudeearthquakeThebuildingwillfunctionasabroadcasttowerandtouristattractionwithtwoobservationdecksandanenclosedwalkwaywitha360-degreeviewofTokyo
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditseethedifferenceorg
At14theBritishdiverwasoneoftheyoungestcompetitorsattheBeijingOlympicsAworldchampioninthe10-meterplatformin2009thisteenagerwithacompellingbackstorymdashhechangedschoolsafterbeingbulliedandlosthisfathertocancerin2011mdashwillbeaimingforgoldbeforehishometowncrowdattheLondonOlympics
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditDisney
Thenextgenerationofkidsentertainmentcombinestabletsandtoystocreateamorephysical-and-digitalinteractiveexperienceToysthatfeatureembeddedsensorscancommunicatewithanapponthetabletlikeDisneyrsquosnewAppMATesrangewhichpairstoysbasedoncharactersfromCars 2withaniPadgamethatturnsthetabletintoaroadsurface
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecrediteBay
RetailershavebeenexperimentingwithsellingproductsshownontelevisionshowsandcommercialsinrealtimeOldNavypartneredwithShazamgivingmobileusersaneasywaytobuyfeaturedoutfitsandVerizonpairedwithTVWallettosellitemsseenonseveralHistoryChannelshowseBaywhichplansabigpushintoTVcommerceviapartnershipswithmediaentitiesrecentlyaddedaWatchWitheBayfeaturetoitsiPadappIn2012watchforagoldrushasproductplacementdealsopenanewchannelforretailersmediacompaniesandappdevelopers
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditIntel
ForthepastdecadeorsoeverythingfromsportstodrinkstocouponinghasbeenldquoextremerdquomdashandwhenitrsquosallextremehowtosetoneselfapartBybecomingldquoultrardquoIntelhastrademarkedldquoUltrabookrdquoforsomeofitsnext-generationcomputersandPennzoilispushingitsldquoUltrardquosyntheticoilMichelobUltralightbeerwillsoonhaveplentyofnamesakes
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditLayrsquos
Wersquollseemoreabouttheldquomakingof rdquoasconsumersrsquoexpectationofRadicalTransparencyfrombrandsandcontentcreatorsevolvestoincludeinterestintheprocessbehindtheproductInOctober2011The GuardianbegananexperimentinopeningupthenewsdeskshowingwhatstoriesitsreportersareworkingonandaskingreaderstotweetrelevantsuggestionsLayrsquoscreatedasupermarketinstallationshowcasinghowitschipsaremadeAndRoughDraftisaprojectinwhichvisualartistsandperformerscreatepiecesinfrontofaudiencessansrehearsal
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditVdio
SkypeKazaaandRdioco-founderJanusFriisislaunchingaTV-andmovie-streamingservicecurrentlyinclosedbetaintheUKWatchforaninterestingbattleinthatmarketasNetflixandrivalslikeAmazonrsquosLoveFilmwhichoperatesviaXboxLivecompeteforhomeviewers
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditJustintv
EverythingoldisnewagainJustasInstagramhastransformedthewaypeopleshowofftheirsmartphonephotosnewappsaredoingthesamewithsmartphonevideoViddyVlixandSocialcamallowuserstoeasilyaddcinematicfiltersandmusictotheirfootagethenshareitovertheirnetworksAndInstagramwhichhasrackedupsome15millionuserslookslikelytoadditsownvideocomponentinthefutureColorthemuch-hyped2011startupiscurrentlytestingaFacebookappthatenablesmobileuserstosharelive30-secondbroadcasts
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditClothia
VariationsonthishavebeenpromisedforawhilenowthetechnologythatallowspeopletotryonclotheswithoutleavinghomeiscomingtomarketUsingaugmentedrealityviaawebcamstartupssuchasClothiamakeiteasierforonlineshopperstoseehowtheylookingarmentstheylikepairthesewithclothestheyalreadyownandshareresultswiththeirsocialnetwork
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
Imagecreditbubblemotioncom
TheconceptisnrsquotnewBubblymdashaservicethatsendsuserstextscarryingsoundfilesfrompeopletheyfollowmdashwastoutedbysomeasthenewTwitterbackin2010Singapore-basedBubbleMotionhasnowamassed12millionBubblyusersinseveralAsiancountriesincludingIndiaIndonesiaandJapanandisfinallylookingtogoglobalwithplansforiPhoneandAndroidappsCompetitorsinthespaceincludeAudiobooaswellasnewcomersYiipandQWiPS
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditApple
SiriisjustthebeginningVoicecommandswentmainstreamwithMicrosoftrsquosKinectandthenwithApplersquosfeaturefortheiPhone4SNextwatchforspokencommandstocontroleverythingfromthermostatstotelevisionsmdashApplersquosrumoredTVissaidtoincludevoicerecognitionandSamsungLGandSharpareamongthoseplanningvoice-enabledTVsetsandrelatedproductsperhapsmakingremotecontrolsobsolete
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditLiisPeetermann
NewtoolsofferopportunitiesforsocialandinformationalexchangesacrosstheWebWiththeWebplug-inTokkstercurrentlyinbetauserscanchatwithothersconcurrentlyvisitingthesameWebpageitrsquosbilledasldquoafunwaytomeetnewpeopleandmakenewfriendswhilesurfingtheInternetrdquoChatIDisatoolthatallowsbrandstotalktointerestedshoppersonthird-partysites(egsomeoneshoppingforaNikononBestBuycomcouldclickabuttontodiscussproductswithNikonemployees)
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditNintendo
NintendorsquoshighlyanticipatedWiisuccessorscheduledtolaunchsometimein2012hasatablet-likecontrolsystemthatallowsseamlessgameplaybetweenTVsandthesystemrsquostouch-screencontrollersWiththeconsolemarketsufferingfromtheriseofsocialgamesWeb-connectedTVsandtabletstheindustrywillbewatchingtheWiiUtoseewhetherthecategoryhasafutureinthisnewhyper-connectedworldAndforNintendowhichexpects2011tomarkitsfirstannuallossinthreedecades2012couldbeamake-or-breakyear
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditNaumiHotel
WithmorewomentravelingsolomanyforbusinesshotelsfromVancouverandCopenhagentoSingaporeandLondonarerevivingwomen-onlyfloorsanoldconceptoncedismissedassexistbythefeministmovementTheseoffermoresecuritymdashsomehotelsevenrequireakeycardtoaccessthefloormdashandaddroomamenitieslikefashionmagazineshairtools(curlingironsflatirons)andadditionalhangersSomehotelsalsoprovidefemaleroomattendantsandtablesforsolofemaledinersaswellasnetworkingevents
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditIntel
ThesocialnetworkisfunbutsofarithasnrsquottoldthewholestoryofwhoyouareasapersonNowpeoplewilltakemorecontroloverpublicprofilestotelltheirstoriesinnewuniquewaysIndeedFacebookisbettingonitwithitsnewTimelineIn2011IntelrsquosldquoMuseumofMerdquotouchedontheideaofreshapingyourpublicinformationsomethingStoryvitedoesforyourprofessionalstoryaboutmeuserscreatepersonalsplashpagesandCowbirdenablesuserstocraftpublicaudiovisualdiaries
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditsSonyandYouTube
WithYouTubersquosnewchannelformatmakingthesitelookmorelikeaTVproviderandGoogleTVstrugglingtocatchoninthelivingroomthetwomaycometogetherforonekillerappfortheTVNowthatitrsquosspendingmillionsonhigh-endprogrammingYouTubehassomethingviewersaregoingtowanttoseeonlargerscreensparentcompanyGooglehasawaytobringittothem
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditMazzali
TouristsstoppedcomingtoZimbabwemdashwheretheycanseeVictoriaFallsandsomeofAfricarsquosbestgameparksmdashasthecountrydescendedintopoliticalandeconomicchaosoverthelastdecadeTheeconomyisstabilizingandasmoretouroperatorsresumeZimbabwetourstravelersareontheuptickldquoThecountryhasthepotentialtoonceagainbeamongthetoptouristdestinationsinAfricardquosaysEuromonitor
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
ImagecreditZink
ThenamemeansldquoZeroInkrdquoandZinkrsquosproductsareexactlythatprintersthatuseaspecialthermalpaperrequiringnoinkortonerThroughpartnershipswithDellandPolaroidZinkmarketsadevicethatprintsphotosdirectlyfromacameraanywhereeasilyWith$35millioninventurecapitalfundingand180patentstoitscreditZinkwillbeexpandingXeroxmightemergeasachallengerwitharumoredinklessprinterofitsownthatuseswaxsticks
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
466LexingtonAvenueNewYorkNY10017
wwwjwtcom|JWT_Worldwidewwwjwtintelligencecom|JWTIntelligencewwwanxietyindexcom|AnxietyIndex
Directorof trendspotting AnnMMack
Editor and writer MarianBerelowitz
Trends strategists JessicaVaughn WilliamPalley
Proofreader and contributor NicholasAyala
contributors AaronBaar MarinaBortoluzzi PattyOrsini ToddSavage DeannaZammit
Design PeterMullaney
ann M Mack 212-210-7378annmackjwtcomannmmack
JWTJWTistheworldrsquosbest-knownmarketingcommunicationsbrandHeadquarteredinNewYorkJWTisatrueglobalnetworkwithmorethan200officesinover90countriesemployingnearly10000marketingprofessionals
JWTconsistentlyranksamongthetopagencynetworksintheworldandcontinuesitsdominantpresenceintheindustrybystayingontheleadingedgemdashfromproducingthefirst-everTVcommercialin1939todevelopingaward-winningbrandedcontentforbrandssuchasSmirnoffMacyrsquosFordandHSBC
JWTrsquospioneeringspiritenablestheagencytoforgedeeprelationshipswithclientsincludingBayerBloombergCadburyDiageoDTCFordHSBCJohnsonampJohnsonKelloggrsquosKimberly-ClarkKraftNestleacuteNokiaRolexRoyalCaribbeanSchickShellUnileverVodafoneandmanyothersJWTrsquosparentcompanyisWPP(NASDAQWPPGY)
JWTIntelligenceJWTIntelligenceisacenterforprovocativethinkingthatisapartofJWTWemakesenseofthechaosinaworldofhyper-abundantinformationandconstantinnovationmdashfindingqualityamidthequantity
WefocusonidentifyingchangesintheglobalzeitgeistsoastoconvertshiftsintocompellingopportunitiesforbrandsWehavedonethisonbehalfofmultinationalclientsacrossseveralcategoriesincludingpharmaceuticalscosmeticsfoodandhomeandpersonalcare
copy2011JWalterThompsonCompanyAllRightsReserved
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