WE READ SOME OF THE LEADING TREND REPORTS AND SUMMARISED THE TOP TRENDS IN ONE EASY DOCUMENT •  TRENDWATCHING.COM •  HYPER ISLAND •  JWT 100 •  CONTAGIOUS •  PSFK •  SPARKS & HONEY •  WARC

3 DISRUPTION® LIVE

MEDIA

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TRENDS 2016

GEEK CULTURE

TECH WORK ECONOMY LIFESTYLE

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FASHION

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MEDIA

Snapchat.com

Messaging The use of message apps has taken over texting in 2015 Unified stacks Tech & Media are evolving into an increasingly unified stack.. Large companies buy smaller niche companies to fill the gaps instead of creating their own units to do the same thing. Facebook acquiring WhatsApp, Microsoft acquiring Skype. etc. End of App wealth In App stores, the top 20 publishers take most of the time and money. It’s extremely hard to compete there. Short mobile video Creator-driven video (Snapchat, Periscope, etc.) is on the rise. The callenge will be there is just too much to watch.

Cord cutting Neflix is now the world’s first global TV network, but despite the downward trend linear TV is still very important. One aspect of appointment-viewing TV that will rule supreme: Live sports. 2016 will be a strong year with the Olympics and Football. Social streaming audio Spotify etc. are popular, but AM/FM radio is still the biggest. YouTube has entered the market so people can play videos from YouTube and listen to the audio instead of watching. Apparantly the social sharing experience is still not optimal for music. People do not share music socially as much as they could. Moments With everyone mobile it’s more about targeting moments not target audiences. Micro moments as Google calls them.

GEEK CULTURE

https://upload.wikimedia.org/wikipedia/commons/0/0a/The_International_2014.jpg

eSports If eSports organised as a league, it would become a $ 1 billion business in the USA by 2018. Gaming is an increasingly social experience. The top games are multiplayer games. Professional virtual gaming is on the rise with professional gamethletes, as they are called. Female gamers Not that this is new, women have been gamers and geeks since the invention of games and geekdom. But now they are finally being recognised. Hackathons An increasingly popular way for companies to find faults in their systems or develop new services.

Geek parenting Geek parents are passing their geekdom on to their children. Code schools, watching their favourite movies, taking the kids to fan events, etc. Also in Finland “nerdification” - what would have been considered nerdy in the past is now cool i.e. games industry Fan activism Fans and fandoms group together for charity drives and social activism. For example, fans of the TV show Supernatural have started supporting causes that battle depression.

TECH

Teslasuit.com

Virtual reality While the hardware is becoming easier and channels like Youtube support easy sharing of content, it will be more about human applications like Guided Meditation VR. AI & Intelligent algorithms Automating low-level cognitive tasks and execute high-level computational tasks. From usage in cars to the workplace. See Mark Zuckerberg’s goal to create a virtual butler in 2016. There’s also a beginning realisation that algorithms can be biased and can reinforce human prejudices; Algorithms and code are just as non-biased as the humans who write them.

Sensors Nanosensors incorporated into products or on skin in order to add value and gather data. FOLO Fear of Living Offline has come to join FOMO, Fear of Missing Out. But in a more conscience way; contextual omnipresence. Don’t be everywhere all of the time. Be there as and when you’re needed. Robots Robots are appearing everywhere. From beauty contests to laundry folding or just send a robot to your office to represent you as an avatar

WORK

Wework.com

Co-living and co-working Living spaces are getting more modular, not only just living with roommates but living where you work, working where you live, with the people you work with. Hot desking Employees are encouraged to roam free between open tables, workstations, couches, and such. The traditional office is becoming a thing of the past.

Employee advocacy Employee-led company advertising, like what the Finnish software company Smarp facilitates. S.I.P. (the Socially Important People) are increasingly influential and should be partnered with. Introversion Being an introvert at work is a good thing and introverts are a great untapped resource.

ECONOMY

Kickstarter.com

Informal economy Prices can be malleable and subject to change according to supply and demand. See the success of Kickstarter. Two-way transparency Companies engage in a two-way dialogue in which they have become better at eg. answering criticism posted to them on social media. Consumers rate companies but companies are now also rating consumers.

Service design However, no one actually wants service design. They want the results of it. It’s about making a change. Bespoke and custom-made everything But people are getting bored of “artisanal” and “hand-crafted” things just for the sake of being “artisanal” and “bespoke”.

LIFESTYLE

mitsumete.jp

Gender fluidity Since Bruce Jenner (and #olenlenni), there is a rising acceptance for gender mixes. Solo Solo dining, and doing things by yourself on the rise. Single person households are the fastest growing household profile since 2014. Solo traveling and blogging, especially among women is growing. However, there is still a stigma attached to women travelers and explorers.

Post-demographic People do not identify themselves with a demographic anymore. Taste-led targeting is taking over; customised products based on behavior, not only digital products like Netflix but also custom grip knives Xenophobia vs Welcome Europe is building walls again and reinstating passport controls, like Sweden with Denmark. On the other hand, opening up is happening, like the Refugees Welcome dinners.

FASHION

Reloopingfashion.org

Fashion resale The market for luxury second-hand clothing is growing, as are solutions to reuse clothes, like the Finnish Relooping Fashion. Neutrals Colors, both in the closet and in the home are calm, simple, universal, inoffensive, and natural. The rising use of plywood ties in with this preference for natural materials. #Instafashion Designers take into account what clothes and outfits look like on Instagram when designing clothes.

Hijabs Muslim women are a huge market which H&M and Uniqlo discovered in 2015 and now luxury brands are entering the game. Also Halal beauty products are an opportunity for multinational brands to branch out into a new market. Feminine care revolution Women are starting to view feminine hygiene products with an increasing critical eye or just start their own line of tampons.