2 1 3 4 5 CROWD SHAPED GUILT-FREE STATUS MADE GREENER BY/FOR CHINA MYCHIATRY NO DATA THE INTERNET OF CARING THINGS 6 7 GLOBAL BRAIN 7 CONSUMER TRENDS TO RUN WITH IN 2014 Remember, the lazy will NOT inherit the earth in 2014! trendwatching.com’s free monthly Trend Briefing December 2013/ January 2014 trendwatching.com/trends/7trends2014
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trendwatching.com’s 7 CONSUMER TRENDS TO RUN WITH IN 2014
Check out our handpicked selection of 7 Consumer Trends begging to be applied in 2014. By you. From CROWD SHAPED to THE INTERNET OF CARING THINGS to MYCHIATRY...
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2
1
3
4
5CROWD SHAPED
GUILT-FREE STATUS
MADE GREENER BY/FOR CHINA
MYCHIATRY
NO DATA
THE INTERNET OF CARING THINGS
6
7GLOBAL BRAIN
7 CONSUMER TRENDS TO RUN WITH IN 2014Remember, the lazy will NOT inherit the earth in 2014!
trendwatching.com’s free monthly Trend Briefing December 2013/ January 2014
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Nudie launched a range of limited edition rugs created from woven strips of second-hand or donated denim from the Swedish denim brand’s own jeans. Hand-woven using a manual shuttle loom, the rugs were available at Nudie Jeans concept stores across the world, priced at USD 599.
The Tesla Model S sedan luxury electric vehicle began shipping to Norway, Switzerland and the Netherlands in August 2013, with right hand drive models scheduled for March 2014. In September 2013 the Model S was the best-selling car in Norway, where electric car drivers can use bus lanes to skip past traffic jams. Prices for the Model S range start at USD 62,400.
Guilt-free status symbol goes global Old jeans become limited edition rugsTesla Nudie
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Firearm jewelry fights gun violenceLiberty United
EXAMPLES
A recent global study identified 2.5 billion
‘aspirational consumers’ (representing one third of
the global consumer class). These consumers are defined
by their love of shopping (78%), desire for responsible
consumption (92%) and their trust in brands to act in the
best interest of society (58%).
BBMG, GlobeScan and SustainAbility, October 2013
US based Liberty United is a jewelry line created from decommissioned guns and bullets. The brand aims to help take firearms off the streets, working with local governments to source guns no longer needed for evidence or collected in buyback programs. These are then recycled into jewelry by established designers, with each piece including the serial number of the gun used to make it. Prices range from USD 85 to 695 and a portion of the proceeds goes to nonprofits working to reduce gun crime.
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Crowdshaped playlists match patrons’ tastes
CheckinDJ
EXAMPLES
*57% of consumers are willing to share additional personal information, such
as their location, top five Facebook friends’ names
and information about family members, in return
for financial rewards or better service.
Coleman Parkes, April 2013
CheckinDJ is a crowdsourced jukebox that arranges a venue’s music playlist to match the overall taste of its current patrons. Users register online or via an app, and enter their favorite music genres. Once at a participating venue, they use an NFC-enabled device to check-in. The playlist at the venue automatically adjusts to reflect their taste. Individuals can earn influence points by syncing the app with their social networks, and by checking in with groups of friends. The platform was developed by UK-based Mobile Radicals.
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During May 2013, IBM’s Dublin research lab used cell phone data to aid the re-design of bus routes across Abidjan, the Ivory Coast’s largest city. Researchers used time and location data – collected from calls and SMS – to assess commuters’ frequent routes and then compared these to the existing public transport infrastructure. According to the data, there were 65 possible improvements that could reduce travel time by 10%.
Following a successful pilot scheme, October 2013 saw Helsinki’s transport authority increase its on-demand minibus service Kutsuplus. The service allows Helsinki residents to request a minibus via their cell phone, choosing a start and end destination. Each bus can carry nine passengers. Users can opt for a private journey or a shared ride, with Kutsuplus calculating the quickest routes for multiple drop-offs. Rides cost EUR 3.50 plus EUR 0.45 per kilometer (USD 4.70 / 0.60).
On-demand minibus service calculates optimal route for those on-board
Using cellphone data to improve bus routes in Africa
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In May 2013, the Beijing Subway introduced 40 ‘reverse vending machines’, which enable passengers to offset their travel costs by recycling plastic bottles. For every empty plastic bottle recycled using the machines, commuters receive discounts of between CNY 0.05 and 0.10 on their travel pass.
In October 2013, furniture manufacturer Haworth announced that its Beijing showroom had been recognized as the world’s first certified LEED v4 beta project by the United States Green Building Council’s (USGBC) new program. The USGBC’s Leadership in Energy and Environmental Design (LEED) rating system considers the building’s eco-credentials, including location, energy performance and water efficiency. The showroom is located inside Parkview Green, and incorporates reconfigurable workspaces, and eco-friendly lighting and furniture.
Beijing showroom is world’s first v4 LEED beta certified project
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Opened in Shanghai in August 2013, Nike’s concept store is entirely constructed from trash, including drinks cans, water bottles and old CDs and DVDs. The store can be adapted to different retail layouts and the no-glue construction ensures all materials can be reused.
The Philips and China Electronics Corporation (CEC) partnership, announced in July 2013, marked an attempt to develop and implement intelligent road and street lighting in cities across China. The joint venture will focus on LED fixtures and lighting management, including Philips CityTouch, a web-based system that allows streetlights to be used when and where they are needed.
Intelligent street lighting in Chinese cities Shanghai store made entirely from trashPhilips & CEC Nike
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Tianjin Eco-City is a sustainable city initiative developed by the governments of Singapore and China. Located 150km from Beijing, and with a footprint of 30 sq. km, the city is designed to be socially harmonious and resource-efficient. Pedestrians, non-motorized vehicles and public transport take priority alongside green urban spaces. Due for completion in 2020, the Tianjin Eco-City will house around 350,000 residents.
Scientists at the Chinese Academy of Science have unveiled a ‘smart’ window that can save and generate energy. Coated with temperature-sensitive vanadium oxide (VO2), the window can regulate the amount of energy entering a building and store light energy in solar cells within the window frame.
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Surpassing its Kickstarter funding target during October 2013, Shadow is an app that allows users to record and remember their dreams. An escalating alarm clock wakes the user up gently, increasing the likelihood of dream recall, and the app prompts the user to record the dream via audio or text. Tracking dream and sleep patterns allows curious users to make connections between daily life and dream habits. Each entry is saved to a journal and can be anonymously pushed to the cloud, creating a global database of dreams, which shows users the sentiment and dream content of other participants around the world.
Created to help consumers reduce stress levels, PIP is a wireless biosensor developed in Ireland that reached its funding target on Kickstarter in July 2013. Users hold the device while playing a game (synced via Bluetooth to a monitor or smartphone), and it captures a Galvanic Skin Response from their fingertips in real-time. To succeed in a racing game for example, the player must be more relaxed than their competitor, as characters respond aversely to stress signals. The creators will release a Software Development Kit so others can develop apps.
Stress-sensing video games help players relax
App allows users to record, share and analyze dreams
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Developed by Japanese product design brand Neurowear and unveiled in March 2013, the Mico headset consists of headphones and an EEG reader that rests on the wearer’s forehead and senses neural activity. Brain signals allow the device to detect the user’s mood (such as sleepy, stressed or focused), which is shown on an LED earpiece display. The headphones relay the information to a mobile running the Mico app and mood-appropriate music is selected from the database.
The Melon headband and companion app allows wearers to track, monitor and understand their mental focus during a range of activities. The headband measures brain activity using EEG and algorithms detect focus levels, using the data to give personalized feedback. Users can input external factors via the app to discover how time of day, weather conditions and environment all influence their ability to generate and sustain focus. Melon surpassed its Kickstarter target in June 2013, and is due to ship to backers in Q4 2013.
Smart headband tracks focusHeadphones detect user’s mood and play music accordingly
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Canadian technology company OMsignal has announced plans to launch a compression shirt which can monitor an individual’s heart rate, breathing and movement. Sensors woven into the fabric collect data which is then sent to the wearer’s cell phone, where they can track and analyze information. Fully machine washable, the shirt is designed to be worn underneath garments or at the gym.
Xkuty One is a smart electric scooter which automatically alerts the relatives of a rider in the event of a crash. Developed by Spain-based Electric Mobility Company, the bike-scooter hybrid includes an iPhone dock in the handlebars. Using the phone’s gyroscope (which monitors orientation and momentum), Xkuty’s app can detect crashes and automatically sends accident and location notifications to selected contacts. Xkuty One retails at around EUR 2800.
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October 2013 saw US-based Riddell, who manufacture American football helmets, unveil their InSite Impact Response System. The helmets contain sensors, which send an alert to the sidelines when they detect a significant impact. Trained medical professionals can then assess the player for signs of concussion.
In September 2013, Ford unveiled the S-MAX Concept, an intelligent multi-purpose vehicle that includes multiple smart, ‘caring’ features. The driver’s seat, which contains an ECG heart rate monitor, can help avoid mid-journey driver heart attacks and subsequent accidents. An onboard glucose level monitoring system alerts drivers of critical blood sugar levels. The vehicle is capable of communicating short-range via wifi with other similarly equipped cars, allowing warnings of road hazards to be relayed from car to car.
‘Intelligent’ car’s seats include heart rate monitor
Football helmet contains sensors that alert coaches in event of trauma
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