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8/8/2019 Keeping TABS Email Mon 20
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September 2010
TABSkeeping
Trends + Anthropology + Brands + Strategy{{
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2
Welcome
Debbi Evans,Canvas8 Editor
CREDITS
Thanks to:Chris Arnold, Joel Backaler, Barrie Barton,Marco Bevolo, Lori Bitter, Fiona Buckland,Amitava Chattopadhyay, Elizabeth Churchill,Lars Cosh-Ishii, Nic Crowe, Glynn Davis,Krystal DCosta, Marc Death, Jason Della
Rocca, Christy Dena, Sara Diamond, TomDoctoroff, Kristina Dryza, Alex Gordon, DaleHerigstad, David Jennings, Toby Kay, DanielaKrautsack, Meena Kadri, Ramsey Khoury,Gerd Leonhard, Trevor Lloyd-Jones, AndrewLosowsky, Brian Merchant, Kate Mew, Monocle,Alan Moore, Don Norman, David North, DanielNye Griffiths, Clay Parker Jones, Neil Perkin,Joseph B. Pine, Ruby Pseudo, PSFK, Mary LouQuinlan, John Ryan, Jean-Robert Saintil, MarianSalzman, Mandy Saven, Baba Shiv, ArvindSinghal, Michael Solomon, Ysanne Spevack,
Springwise, Luciana Stein, Ed Stocker, DannyTaewoo Kim, TED, Ana Terzi, Trendwatching,Fabrizio Valente, Mark Vanderbeeken, IlyaVedrashko, Sheila Wan, Richard Watson,WGSN, WIRED, Faris Yakob, Mio Yamada.
DESIGNby Margherita Gaffarelliwww.apricot-juice.com/meg
Welcome to Canvas8s keeping TABS, a biannual summary of the most important trends anddrivers currently influencing global consumer culture written for an audience of brands and adagencies.
Were aware that most of you will be familiar wi th some of this content. The purpose of keepingTABS is not to sketch out crystal ball predictions, but to put the last six months of global cultureinto a usable context. Whilst we first identified some of these trends over six months ago, theynevertheless continue to have a profound impact on global behaviour.
Weve trawled academic journals, panned the gold from hundreds of pop culture and industryblogs, and probed the minds of globally recognised Thought Leaders before stepping back andpiecing it all together. The map on the following page is the result of this analysis.
Each of the TABS is supported by case studies, statistics and the consumer groups mostaffected; weve described mindsets where possible, but good old-fashioned demographics areoften used for claritys sake. All external sources along with some excellent further reading canbe found at the back. And finally, the Scrapbook: for all the other interesting bits which arentquite TABS yet.
I hope you draw as much inspiration from reading this document as we have in putting ittogether. Prod it, pass it around and scribble on it and please do let us know what you think:[email protected]
Warmest wishes,
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Contents
Welcome
TABS Map
Mass Customisation
Simple Interfaces
Brand Me
Codes of Conduct
Informed Consumerism
Natural Mindset
Sustainable Capitalism
Hyperawareness of Health
Social Participation
Attention Economy
Rising Social Conscience
Mobile Living
Hyperlocalisation
True Stories
Privacy and Control
Neo-tribalism
Collaborative Living and Working
Slow
East/WestBlended Reality
Scrapbook
Explore
About Canvas8
2
4
5
7
9
11
13
15
17
19
21
23
25
27
29
31
33
35
37
39
4143
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CONTENTS 4
TABS Map
TABS
MassCustomisation
Rising SocialConscience
InformedConsumerism
Privacy andControl
SimpleInterfaces
MobileLiving
NaturalMindset
Neo-tribalism
Brand Me Hyperlocalisation
SustainableCapitalism
CollaborativeLiving and Working
SocialParticipation
East/West
Codesof Conduct
True Stories
Hyperawarenessof Health
Slow
AttentionEconomy
BlendedReality
Related to
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CONTENTS 5
Mass Customisation
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHAT IS IT?
WHERE IS THE TREND
IN ITS LIFECYCLE?
PEAK
Phase
Time
WHERE IS IT
HAPPENING?
WHAT ARE THE SIGNS?
RELATED TRENDS
Brand Me Slow
Privacy and Control Simple Interfaces
up to
100%
Consumers would pay
for a customised product
MORE
2009 2010
*the online personalisedgreetings card service
If you travel on business, you want onething from the airline, the hotel, the
rental car company, the restaurants you
frequent, and so forth. Bring your
spouse with you, and suddenly
all of those requirements
change. Bring the kids along,
and they change again.
Brands are finally moving away from demographics; consumers are being targeted in their transient, flighty need states (butimportantly, are not being defined by them) with intuitive and exciting ways to customise products, services and experiences.
Brands are honing in on what consumers really want with a subtler understanding of their preferences or allowing individuals to shapeeach product for themselves. Blank canvases can be intimidating: giving people accessible tools to personalise their products hastipped this growing trend into the mainstream.
The mass market approach of consideringconsumers as a homogenous group is trulyover. People approach brands differently eachtime they interact with them their personalmoods, mindsets, experiences are constantlyin a state of flux, as are their needs andexpectations.
Joseph B. Pine,Author of Mass Customization:the new frontier in business competition
Technologically advanced and
interested Gen X and Gen Y
Globally
The value of 67%Moonpig*
not a new concept but in revival with mobile
TESCO MOBILE SHOPPING APP
MSI FX600 LAPTOP
MY DENIM, MY MUSIC
CHOCOMIZE ADIDAS SYO
BUILD-A-BEARME & GOJI NETFLIX
JIBBITZNIKE iD
RED MOON PET FOOD SHOEDAZZLE
PANDORA.COM GRANNIES INC.
BUILDABRAND DESIGN A TEA
BENE FURNITURE GHOSTLY DISCOVERY
http://www.tesco.com/apps/iphone/http://www.msi.com/index.php?func=proddesc&maincat_no=135&prod_no=2122http://www.kin-design.com/docs/hilfiger.htmlhttp://www.chocomize.com/http://www.adidas.com/Eyewear/hw07/content/style_your_own/syo.asphttp://www.buildabear.co.uk/http://www.meandgoji.com/?source=webgains&siteid=16166http://www.netflix.com/http://www.jibbitz.com/home/homepage,default,pg.htmlhttp://store.nike.com/gb/en_GB/?cp=EUID_KW_NS09_UK_Google_B&l=shop,nikeidhttp://www.redmoonpetfood.com/http://www.shoedazzle.com/http://www.pandora.com/people/http://www.granniesinc.co.uk/http://buildabrand.com/http://www.designatea.com/http://bene.com/office-furniture/uk/http://ghostly.com/discovery/playhttp://ghostly.com/discovery/playhttp://bene.com/office-furniture/uk/http://www.designatea.com/http://buildabrand.com/http://www.granniesinc.co.uk/http://www.pandora.com/people/http://www.shoedazzle.com/http://www.redmoonpetfood.com/http://store.nike.com/gb/en_GB/?cp=EUID_KW_NS09_UK_Google_B&l=shop,nikeidhttp://www.jibbitz.com/home/homepage,default,pg.htmlhttp://www.netflix.com/http://www.meandgoji.com/?source=webgains&siteid=16166http://www.buildabear.co.uk/http://www.adidas.com/Eyewear/hw07/content/style_your_own/syo.asphttp://www.chocomize.com/http://www.kin-design.com/docs/hilfiger.htmlhttp://www.msi.com/index.php?func=proddesc&maincat_no=135&prod_no=2122http://www.tesco.com/apps/iphone/8/8/2019 Keeping TABS Email Mon 20
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On Canvas8
Mass Customisation
READ MORE
CONTENTS 6
FOCUS 12/02/2010
[me] & goji
[me] & goji are a small artisan company creating custom blends of breakfast cereal. The broadappeal of this seemingly niche product is testament to the consumer desire for personalisedgoods with expert personality.
FOCUS 14/09/2010
4Food
4Food is a chain of healthy, natural and customisable fast-food restaurants. New Yorkers canfully customise their (locally-sourced) burger online, or using the iPad menus, and promote it viasocial networks in exchange for discounts.
FOCUS 01/03/2010
Ponoko
By enabling creators to connect directly with the closest local fabricators, Ponoko promotes thelocalisation and democratisation of the manufacturing process and taps into a revived interestfor DIY design.
LEADERS 20/10/2009
Mass customisation: you never step into the same river twice
With choice fatigue, an expectation of personalised service and the changing needs of everyindividual from moment to moment, how can brands cater to consumers, stand apart in acrowded market and watch their costs? Thought Leader Joe Pine has the answer.
FOCUS 07/09/2009
Customised retail
What can retailers do to attract their target demographic? Glynn Davis explores how brands areadapting stores in Germany and the UK, but cautions against alienating potential customers withtoo niche an offering.
REPORT 17/07/2009
Variable service makes constant customers
Universal, fixed design and prescribed service models may appear to reinforce brand identity -but such predictability can be uninspiring. The key to an exceptional customer experience, saysKristina Dryza, lies in variability.
CONTENTS
http://www.canvas8.com/#fn=C8.content.search&search=Mass%20Customisationhttp://canvas8.com/public/2010/02/12/me-and-goji.htmlhttp://canvas8.com/public/2010/02/12/me-and-goji.htmlhttp://canvas8.com/public/2010/02/12/me-and-goji.htmlhttp://canvas8.com/public/2010/02/12/me-and-goji.htmlhttp://canvas8.com/public/2010/02/12/me-and-goji.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/03/01/ponoko.htmlhttp://canvas8.com/public/2010/03/01/ponoko.htmlhttp://canvas8.com/public/2010/03/01/ponoko.htmlhttp://canvas8.com/public/2010/03/01/ponoko.htmlhttp://canvas8.com/public/2010/03/01/ponoko.htmlhttp://canvas8.com/public/2009/10/20/Mass_customisation___You_never_step_into_the_same_river_twice.htmlhttp://canvas8.com/public/2009/10/20/Mass_customisation___You_never_step_into_the_same_river_twice.htmlhttp://canvas8.com/public/2009/10/20/Mass_customisation___You_never_step_into_the_same_river_twice.htmlhttp://canvas8.com/public/2009/10/20/Mass_customisation___You_never_step_into_the_same_river_twice.htmlhttp://canvas8.com/public/2009/10/20/Mass_customisation___You_never_step_into_the_same_river_twice.htmlhttp://www.canvas8.com/public/2009/09/07/targeted-retail.htmlhttp://www.canvas8.com/public/2009/09/07/targeted-retail.htmlhttp://www.canvas8.com/public/2009/09/07/targeted-retail.htmlhttp://www.canvas8.com/public/2009/09/07/targeted-retail.htmlhttp://www.canvas8.com/public/2009/09/07/targeted-retail.htmlhttp://canvas8.com/public/2009/07/17/variable-service.htmlhttp://canvas8.com/public/2009/07/17/variable-service.htmlhttp://canvas8.com/public/2009/07/17/variable-service.htmlhttp://canvas8.com/public/2009/07/17/variable-service.htmlhttp://canvas8.com/public/2009/07/17/variable-service.htmlhttp://canvas8.com/public/2009/07/17/variable-service.htmlhttp://www.canvas8.com/public/2009/09/07/targeted-retail.htmlhttp://canvas8.com/public/2009/10/20/Mass_customisation___You_never_step_into_the_same_river_twice.htmlhttp://canvas8.com/public/2010/03/01/ponoko.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/02/12/me-and-goji.htmlhttp://www.canvas8.com/#fn=C8.content.search&search=Mass%20Customisation8/8/2019 Keeping TABS Email Mon 20
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CONTENTS
Simple Interfaces
different combinations
HOW HAS IT BEEN DEVELOPING?
WHERE IS THE TREND
IN ITS LIFECYCLE?
PLATEAU
Phase
Time
WHO IS IT IMPACTING?
WHAT IS IT?
can be rearranged into
SIX EIGHT-STUDLEGO BRICKS
WHAT ARE THE SIGNS?
Slow
MassCustomisation
Privacy and Control
InformedConsumerism
Blended Reality
RELATED TRENDS
Mobile Living
People do not want simplicity what they really
want is understanding. People dont want to give
up the power. What they are against is
being confused.
Simple means giving people the tools to help them reassesstheir priorities and understanding that these priorities will
differ between customers. The Simple trend is most evident inthe development of technology products, but can also be usedto shape creative thinking. Brands (particularly in the technologysector) are starting to provide clearly presented, easily digestibleinformation to help consumers make informed decisions. Simple isabout manageability, limited options, streamlining and ease of use:making form and function work together.
Presented with a myriad of options,consumers are suffering from choice fatigue.People are making decisions to help themsimplify and streamline their lives, spurredon by economic austerity. The Simple trendis about intuitive interfaces and complexfilters. It is not about basic.
Don Norman,Co-founder of Nielsen Norman Groupand former VP, Apple
WHERE IS IT
HAPPENING?The developed world, where choice isabundant and consumers are overloadedwith complex information
Everyone in developed nationswhere pressure to know more is high
(Gen X, GenY)
different combinations
can be rearranged into
SIX EIGHT-STUDLEGO BRICKS
APPLE iPHONE AND iPAD
GOOGLE DASHBOARD VAGE
ING DIRECT RED MARKET
THE EYE BY DoCoMo BMW iDRIVE
TWIFFICIENCYKINDLE PEEK
BANK SIMPLEFONYOU
TEXT 2.0SIXTH SENSE
7
http://www.apple.com/ipad/http://www.youtube.com/watch?v=ZPaJPxhPq_g&feature=player_embeddedhttp://www.industrialdesignserved.com/Gallery/Vage/168049http://www.redmarket.be/http://docs.google.com/viewer?a=v&q=cache:-WzUMTZCqmAJ:www.nttdocomo.com/binary/press/mobility_doc_18.pdf+docomo+eye&hl=en&gl=uk&pid=bl&srcid=ADGEESj__OK_SOOpBsUUMfseDtp5S1iqFsE9EaUkP8_1lz5rvNoeVHB_LGI7I11R6aAIa_urOWqV-AHDqIVrZ_mfsyp4KJ44_X-4RaRwyp3SJ6CWHnioOVDdOKkKpsJXuzfL_zoRqVeD&sig=AHIEtbSZhnvLzNo8nynIWsxf44WghGB5ywhttp://www.bmw.com/com/en/insights/technology/technology_guide/articles/idrive.htmlhttp://twifficiency.com/http://www.amazon.co.uk/dp/B002Y27P46/?tag=googhydr-21&hvadid=5499121686&ref=pd_sl_wie95adkd_ehttp://www.getpeek.com/https://www.banksimple.com/http://www.fonyou.com/EN/index.htmlhttp://text20.net/http://www.pranavmistry.com/projects/sixthsense/http://www.pranavmistry.com/projects/sixthsense/http://text20.net/http://www.fonyou.com/EN/index.htmlhttps://www.banksimple.com/http://www.getpeek.com/http://www.amazon.co.uk/dp/B002Y27P46/?tag=googhydr-21&hvadid=5499121686&ref=pd_sl_wie95adkd_ehttp://twifficiency.com/http://www.bmw.com/com/en/insights/technology/technology_guide/articles/idrive.htmlhttp://docs.google.com/viewer?a=v&q=cache:-WzUMTZCqmAJ:www.nttdocomo.com/binary/press/mobility_doc_18.pdf+docomo+eye&hl=en&gl=uk&pid=bl&srcid=ADGEESj__OK_SOOpBsUUMfseDtp5S1iqFsE9EaUkP8_1lz5rvNoeVHB_LGI7I11R6aAIa_urOWqV-AHDqIVrZ_mfsyp4KJ44_X-4RaRwyp3SJ6CWHnioOVDdOKkKpsJXuzfL_zoRqVeD&sig=AHIEtbSZhnvLzNo8nynIWsxf44WghGB5ywhttp://www.redmarket.be/http://www.industrialdesignserved.com/Gallery/Vage/168049http://www.youtube.com/watch?v=ZPaJPxhPq_g&feature=player_embeddedhttp://www.apple.com/ipad/8/8/2019 Keeping TABS Email Mon 20
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FOCUS 04/08/2010
fonYou
fonYou is an award-winning Spanish mobile telephony brand which offers users a useful andinnovative way of managing all their mobile phone activity, rather than just bills, from one placeon the web.
FOCUS 29/07/2010
PILO: location, filters and relevance
PILO is a Swedish prototype location service with more relevant filtering than its predecessors,tracking mobile user movements over time to build up patterns. However, early tests raise someissues around commercial opportunity.
FOCUS 26/08/2010
A Bit More
Brevilles toasters have a unique feature that is becoming a usability design classic. The A BitMore button solves a problem so simple and obvious it needs no explanation. In fact, many citeit as the primary reason for purchase.
REPORT 05/03/2010
Is that a tastemaker in your pocket? Mobile and filtering
As the gatekeeper to the mass of data and applications, smartphones are the multitasking,multipurpose widget of the present and the future. Ilya Vedrashko explores the ways mobiletechnology can manage and filter the vast amounts of content available.
REPORT 08/09/2010
Don Norman: Living with Complexity
Don Norman, one of Business Weeks 27 Most Influential Designers, talks about the role ofdesign in communicating complexity, not complication, and the importance of playfulness.
REPORT 28/09/2009
The rise of simple tech
While companies such as Apple and Microsoft are vying to create the ultimate one-stop device,Canvas8 tracks the rise of simple tech at the other end of the market; a curiously thrivingsegment where excess features are not an option.
CONTENTS
On Canvas8
Simple Interfaces
READ MORE
http://canvas8.com/public/2010/08/04/fon-you.htmlhttp://canvas8.com/public/2010/08/04/fon-you.htmlhttp://canvas8.com/public/2010/08/04/fon-you.htmlhttp://canvas8.com/public/2010/08/04/fon-you.htmlhttp://canvas8.com/public/2010/08/04/fon-you.htmlhttp://www.canvas8.com/public/2010/07/29/pilo-filtering-location-and-relevance.htmlhttp://www.canvas8.com/public/2010/07/29/pilo-filtering-location-and-relevance.htmlhttp://www.canvas8.com/public/2010/07/29/pilo-filtering-location-and-relevance.htmlhttp://www.canvas8.com/public/2010/07/29/pilo-filtering-location-and-relevance.htmlhttp://www.canvas8.com/public/2010/07/29/pilo-filtering-location-and-relevance.htmlhttp://www.canvas8.com/public/2010/08/26/breville-a-bit-more.htmlhttp://www.canvas8.com/public/2010/08/26/breville-a-bit-more.htmlhttp://www.canvas8.com/public/2010/08/26/breville-a-bit-more.htmlhttp://www.canvas8.com/public/2010/08/26/breville-a-bit-more.htmlhttp://www.canvas8.com/public/2010/08/26/breville-a-bit-more.htmlhttp://canvas8.com/public/2010/03/05/smartphones-and-filtering.htmlhttp://canvas8.com/public/2010/03/05/smartphones-and-filtering.htmlhttp://canvas8.com/public/2010/03/05/smartphones-and-filtering.htmlhttp://canvas8.com/public/2010/03/05/smartphones-and-filtering.htmlhttp://canvas8.com/public/2010/03/05/smartphones-and-filtering.htmlhttp://canvas8.com/public/2010/09/08/conversation-with-don-norman.htmlhttp://canvas8.com/public/2010/09/08/conversation-with-don-norman.htmlhttp://canvas8.com/public/2010/09/08/conversation-with-don-norman.htmlhttp://canvas8.com/public/2010/09/08/conversation-with-don-norman.htmlhttp://canvas8.com/public/2009/09/28/rise-of-simple-tech.htmlhttp://canvas8.com/public/2009/09/28/rise-of-simple-tech.htmlhttp://canvas8.com/public/2009/09/28/rise-of-simple-tech.htmlhttp://canvas8.com/public/2009/09/28/rise-of-simple-tech.htmlhttp://canvas8.com/public/2009/09/28/rise-of-simple-tech.htmlhttp://www.canvas8.com/#fn=C8.content.search&search=Simple%20Interfaceshttp://www.canvas8.com/#fn=C8.content.search&search=Simple%20Interfaceshttp://canvas8.com/public/2009/09/28/rise-of-simple-tech.htmlhttp://canvas8.com/public/2010/09/08/conversation-with-don-norman.htmlhttp://canvas8.com/public/2010/03/05/smartphones-and-filtering.htmlhttp://www.canvas8.com/public/2010/08/26/breville-a-bit-more.htmlhttp://www.canvas8.com/public/2010/07/29/pilo-filtering-location-and-relevance.htmlhttp://canvas8.com/public/2010/08/04/fon-you.html8/8/2019 Keeping TABS Email Mon 20
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Brand Me
WHAT IS IT?
HOW HAS IT BEEN DEVELOPING?
WHERE IS THE TREND
IN ITS LIFECYCLE?
PEAK
Phase
Time
WHO IS IT IMPACTING?
WHAT ARE THE SIGNS?
WHERE IS ITHAPPENING?
RELATED TRENDS
SocialParticipation
Neo-tribalism
Codes of Conduct
MassCustomisation
Privacy and Control
True Stories
d a
The relationship one has with friends is
about history and personal heritage, andabout experiences, and in this online space
brand me or brand us will become a
relationship of friendship as well as
commercial transaction.
Individuals are more aware of their imageand social media has put control firmly intheir hands. Whether for commercial orsocial purposes they carefully curate andoptimise their personal image across amultitude of channels. In an increasingly
participatory society, social currency plays a key role its not justabout peer reviews of products, its about peer reviews of peers.People like brands but they are no longer fans. Brand Me linksclosely to We Are All Media (see Scrapbook).
Always-on connectivity and instant status updates via handsets make the management of Brand Me a full time consideration. Theintroduction of geolocation services for smartphones has added another layer to this macrotrend, as people continue to define
themselves with where, not just who, they are - posting visual updates of nights out, or tagging locations is a way of demonstratingexpertise or cool. Brands who enable this communication, or share the values people seek to project, will be chosen to represent them.
Dr. Alex Gordon,Semiotician, Founder of Sign Salad andCanvas8 Thought Leader
Tweens Teens Twentysomethings
Asia, Europe, South America,USA
December 2009 May 2010
2 billiontweets
1billiontweets
have been registered,making it the fastest selling
top level domain ever
since 2008
.me names
More than
320,000
community pages,groups and events
80
The average facebook useris connected to
on virtual goods in 2009
over
The Chinese
The UKspent
$5bn$800
million
spent
CLAUDIA ROGGES H UMAN PATTERNS
HANGING OUT AT THE MAC STORE
COLLEGE STUDENTSICING EACH OTHER
MYSPACE LAYOUTS
FARMVILLE TRACTOR SALES
MYBRANDZ.COMBRAND TATTOOS
FLATTR WHUFFIE BANK
BUILDABRAND
FACEBOOK LIKE
CONTENTS 9
http://www.claudia-rogge.de/interview-im-zoom-magazinehttp://money.cnn.com/2010/05/26/news/companies/bros_icing_bros.fortune/http://money.cnn.com/2010/05/26/news/companies/bros_icing_bros.fortune/http://www.myspace.com/themeshttp://mybrandz.com/http://www.jagerforlife.com/http://flattr.com/http://www.thewhuffiebank.org/http://buildabrand.com/http://developers.facebook.com/docs/reference/plugins/likehttp://developers.facebook.com/docs/reference/plugins/likehttp://buildabrand.com/http://www.thewhuffiebank.org/http://flattr.com/http://www.jagerforlife.com/http://mybrandz.com/http://www.myspace.com/themeshttp://money.cnn.com/2010/05/26/news/companies/bros_icing_bros.fortune/http://money.cnn.com/2010/05/26/news/companies/bros_icing_bros.fortune/http://www.claudia-rogge.de/interview-im-zoom-magazine8/8/2019 Keeping TABS Email Mon 20
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On Canvas8
Brand Me
READ MORE
CONTENTS 10
FOCUS 15/07/2010
Flattr
You have to give to get. So preaches Flattr, the Swedish peer micropayment system fromformer Pirate Bay chief Peter Sunde. Its still in beta, but gaining traction - most recently with twomajor German newspapers.
FOCUS 02/09/2010
Buildabrand
Buildabrand is a service offering businesses of all sizes, and individuals, the ability to createa brand from scratch. It taps into mainstream awareness of personal branding as a result ofexposure to marketing messages.
FOCUS 26/01/2010
The Whuffie Bank
The Whuffie Bank has launched a new currency based on reputation with the aim of rewardingcreative and favourable online behaviour. The non-profit company was recognized as one of the50 most innovative startups in 2009 by TechCrunch.
REPORT 22/03/2010
Beyond Facebook: social networking trends in Brazil, India and China
A recent map of social networks reveals the spread of the US giant. But in some territories,other networks cling resolutely to their user stronghold. Is this mere chance, or does it tell ussomething about cultural preferences?
LEADERS 20/01/2010
Digital identity management what is reality and why should we care?
Image matters. And as the once-exclusive tools of impression management filter out to the digitalmasses, Michael Solomon documents some emerging behavioural strands and their potentialimpact on brand messaging, both on and offline.
REPORT 20/09/2010
Moderating Brand Me: why Facebook fails us
New social networks Diaspora and Hibe counteract the blanket approach to Brand Me found onFacebook. Jenny Winfield dissects the components of online identity and explains why a facetedapproach to social networks is long overdue.
http://www.canvas8.com/#fn=C8.content.search&search=Brand%20Mehttp://canvas8.com/public/2010/07/15/flattr.htmlhttp://canvas8.com/public/2010/07/15/flattr.htmlhttp://canvas8.com/public/2010/07/15/flattr.htmlhttp://canvas8.com/public/2010/07/15/flattr.htmlhttp://canvas8.com/public/2010/07/15/flattr.htmlhttp://canvas8.com/public/2010/09/02/buildabrand.htmlhttp://canvas8.com/public/2010/09/02/buildabrand.htmlhttp://canvas8.com/public/2010/09/02/buildabrand.htmlhttp://canvas8.com/public/2010/09/02/buildabrand.htmlhttp://canvas8.com/public/2010/09/02/buildabrand.htmlhttp://canvas8.com/public/2010/01/26/whuffie.htmlhttp://canvas8.com/public/2010/01/26/whuffie.htmlhttp://canvas8.com/public/2010/01/26/whuffie.htmlhttp://canvas8.com/public/2010/01/26/whuffie.htmlhttp://canvas8.com/public/2010/01/26/whuffie.htmlhttp://www.canvas8.com/public/2010/03/22/beyond-facebook.html?http://www.canvas8.com/public/2010/03/22/beyond-facebook.html?http://www.canvas8.com/public/2010/03/22/beyond-facebook.html?http://www.canvas8.com/public/2010/03/22/beyond-facebook.html?http://www.canvas8.com/public/2010/03/22/beyond-facebook.html?http://www.canvas8.com/public/2010/01/20/digital-image-management.htmlhttp://www.canvas8.com/public/2010/01/20/digital-image-management.htmlhttp://www.canvas8.com/public/2010/01/20/digital-image-management.htmlhttp://www.canvas8.com/public/2010/01/20/digital-image-management.htmlhttp://www.canvas8.com/public/2010/01/20/digital-image-management.htmlhttp://www.canvas8.com/content/2010/09/20/faceted-identity.htmlhttp://www.canvas8.com/content/2010/09/20/faceted-identity.htmlhttp://www.canvas8.com/content/2010/09/20/faceted-identity.htmlhttp://www.canvas8.com/content/2010/09/20/faceted-identity.htmlhttp://www.canvas8.com/content/2010/09/20/faceted-identity.htmlhttp://www.canvas8.com/content/2010/09/20/faceted-identity.htmlhttp://www.canvas8.com/public/2010/01/20/digital-image-management.htmlhttp://www.canvas8.com/public/2010/03/22/beyond-facebook.html?http://canvas8.com/public/2010/01/26/whuffie.htmlhttp://canvas8.com/public/2010/09/02/buildabrand.htmlhttp://canvas8.com/public/2010/07/15/flattr.htmlhttp://www.canvas8.com/#fn=C8.content.search&search=Brand%20Me8/8/2019 Keeping TABS Email Mon 20
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Codes of Conduct
HOW HAS IT BEEN DEVELOPING?
WHAT IS IT?
WHO IS IT IMPACTING?
WHAT ARE THE SIGNS?
RELATED TRENDS
B ra nd Me R is in g S oci alConscience
Privacy and Control SocialParticipation
Blended Reality
WHERE IS THE TREND
IN ITS LIFECYCLE?
STRONG
GROWTHPhase
Time
Theres no doubt in my mind that kindness
is the new currency. As life becomestougher, which Im afraid its going to do,
being generous to your fellow man will
keep the world afloat.
Gen Y are comfortable revealing personal thoughts, feelings and opinions online, but are increasingly judicious in how they areaccessed - particularly now that so many parents are online. People post visual proof of activity rather than statements of intent,
negating the need for shouty updates. Brand spaces are increasingly soft and familial and theres a renewed respect for propermanners. Being outspoken and opinionated is the new norm, but theres a palpable awareness that rudeness can leave indelible traceson reputation.
Physical codes of conduct, initially mimickedonline, are being modified in the digital spaceand impacting real-world behaviour, whichhas become noticeably more playful and open.As online activity is increasingly recognised aspart of Brand Me, people are improving theirdigital etiquette.
Eugenie Harvey,Founder of WeAreWhatWeDo and 10:10
WHERE IS IT
HAPPENING?Globally, particularly in more Westernisedsocieties where social sharing is rife
All internetusers
particularly
Gen Y and Boomers
VIRGINS PHONE ETIQUETTE
POST SECRETTROLLI NG S EXTI NG
TOKYO METRO DO IT AT HOME
SURGING POPULARITYOF HERITAGE BRANDS
GERTRUDE AND ALICES HOMELYSYDNEY BOOKSHOP
PENGUIN CLASSICS SALES
DDBS GROWN-UP PLAYLANDFOR McDONALDS
PRINGLES TMI OVERSHARERS CAMPAIGN
CHAT ROULETTE
DR. PEPPER STATUSTAKEOVER
MEIN MAGAZINE
have used the anonymity of the web tolash out at companies or brands
of people23% Sales of
Penguin classics
in 2009
experienced DOUBLE D IGIT GROWTHthink the population
is getting less civilised
o American75%
adults
under 25siPhone users
32%of people regret somethingtheyve posted online.
This rises to
59% 54%
CONTENTS 11
http://www.pleaseshutup.com/termshttp://www.postsecret.com/http://www.tokyometro.jp/anshin/kaiteki/poster/manner_200807.htmlhttp://www.gertrudeandalice.com.au/http://www.gertrudeandalice.com.au/http://www.youtube.com/watch?v=h2X9sOkumTkhttp://www.youtube.com/watch?v=h2X9sOkumTkhttp://adage.com/globalnews/article?article_id=143701http://chatroulette.com/http://www.guardian.co.uk/business/2010/jul/18/coca-cola-facebook-promotion-pornhttp://www.guardian.co.uk/business/2010/jul/18/coca-cola-facebook-promotion-pornhttp://mienmagazine.com/http://mienmagazine.com/http://www.guardian.co.uk/business/2010/jul/18/coca-cola-facebook-promotion-pornhttp://www.guardian.co.uk/business/2010/jul/18/coca-cola-facebook-promotion-pornhttp://chatroulette.com/http://adage.com/globalnews/article?article_id=143701http://www.youtube.com/watch?v=h2X9sOkumTkhttp://www.youtube.com/watch?v=h2X9sOkumTkhttp://www.gertrudeandalice.com.au/http://www.gertrudeandalice.com.au/http://www.tokyometro.jp/anshin/kaiteki/poster/manner_200807.htmlhttp://www.postsecret.com/http://www.pleaseshutup.com/terms8/8/2019 Keeping TABS Email Mon 20
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FOCUS 17/02/2010
ChatRoulette
The website ChatRoulette, which connects strangers randomly across the globe, has become asensation. Its lack of regulation exposes online social behaviour in its rawest form.
FOCUS 20/09/2010
Center of Phone Etiquette
Please Shut Up is a website on a mission to save us from the horrors of bad mobile phoneetiquette, offering people a place to vent anger, name and shame offenders and establish arecognised code of conduct.
FOCUS 31/03/2010
The Apology Line
The Apology Line is an experimental art project: a freephone number that people can call toleave an anonymous confession. After massive interest from the UK public, the artists now wantto expand the concept to the US.
REPORT 08/02/2010
Public by default
Attitudes to privacy have evolved along with the explosion in social media, and the resultinginterplay reflects the maturation of a new, informed kind of trust that rests on mutual exchange ofinformation between consumers and brands.
REPORT 19/04/2010
The ignorance industry: hysterical or horrifying?
In an era of information overload, outrageous and provocative virals can help brands cutthrough the clutter. At the same time audiences may find these high-risk, high reward brandstrategies either hysterical or horrifying.
REPORT 16/04/2010
Manners maketh a market
Last year, in the midst of a global recession which brought unemployment and foreclosure in itswake, Penguin Classics sales were their best ever in every territory. Fiona Buckland wonderswhy.
On Canvas8
Codes of Conduct
READ MORE
CONTENTS 12
http://www.canvas8.com/public/2010/02/17/chatroulette.htmlhttp://www.canvas8.com/public/2010/02/17/chatroulette.htmlhttp://www.canvas8.com/public/2010/02/17/chatroulette.htmlhttp://www.canvas8.com/public/2010/02/17/chatroulette.htmlhttp://www.canvas8.com/public/2010/09/20/center-of-phone-etiquette.htmlhttp://www.canvas8.com/public/2010/09/20/center-of-phone-etiquette.htmlhttp://www.canvas8.com/public/2010/09/20/center-of-phone-etiquette.htmlhttp://www.canvas8.com/public/2010/09/20/center-of-phone-etiquette.htmlhttp://www.canvas8.com/public/2010/09/20/center-of-phone-etiquette.htmlhttp://www.canvas8.com/public/2010/03/31/the-apology-line.htmlhttp://www.canvas8.com/public/2010/03/31/the-apology-line.htmlhttp://www.canvas8.com/public/2010/03/31/the-apology-line.htmlhttp://www.canvas8.com/public/2010/03/31/the-apology-line.htmlhttp://www.canvas8.com/public/2010/03/31/the-apology-line.htmlhttp://canvas8.com/public/2010/02/08/public-by-default.htmlhttp://canvas8.com/public/2010/02/08/public-by-default.htmlhttp://canvas8.com/public/2010/02/08/public-by-default.htmlhttp://canvas8.com/public/2010/02/08/public-by-default.htmlhttp://canvas8.com/public/2010/02/08/public-by-default.htmlhttp://canvas8.com/public/2010/04/19/Ignoranceindustry.htmlhttp://canvas8.com/public/2010/04/19/Ignoranceindustry.htmlhttp://canvas8.com/public/2010/04/19/Ignoranceindustry.htmlhttp://canvas8.com/public/2010/04/19/Ignoranceindustry.htmlhttp://canvas8.com/public/2010/04/19/Ignoranceindustry.htmlhttp://canvas8.com/public/2010/04/16/manners-make-a-market.htmlhttp://canvas8.com/public/2010/04/16/manners-make-a-market.htmlhttp://canvas8.com/public/2010/04/16/manners-make-a-market.htmlhttp://canvas8.com/public/2010/04/16/manners-make-a-market.htmlhttp://canvas8.com/public/2010/04/16/manners-make-a-market.htmlhttp://www.canvas8.com/#fn=C8.content.search&target=main&max=12&start=0&search=codes%20of%20conducthttp://www.canvas8.com/#fn=C8.content.search&target=main&max=12&start=0&search=codes%20of%20conducthttp://canvas8.com/public/2010/04/16/manners-make-a-market.htmlhttp://canvas8.com/public/2010/04/19/Ignoranceindustry.htmlhttp://canvas8.com/public/2010/02/08/public-by-default.htmlhttp://www.canvas8.com/public/2010/03/31/the-apology-line.htmlhttp://www.canvas8.com/public/2010/09/20/center-of-phone-etiquette.htmlhttp://www.canvas8.com/public/2010/02/17/chatroulette.html8/8/2019 Keeping TABS Email Mon 20
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HOW HAS IT BEEN DEVELOPING?
WHERE IS IT
HAPPENING?
Hyperlocalisation
RELATED TRENDS
Hyperawarenessof Health
Rising SocialConscience
Mobile Living
Simple Interfaces Slow Natur al Mindset
True Stories
WHAT IS IT?
WHO IS IT IMPACTING?
WHERE IS THE TREND
IN ITS LIFECYCLE?
PEAK
Phase
Time
WHAT ARE THE SIGNS?Informed Consumerism
There will be more e-breed customers,
which means that the same customer mightdo very deep informed research for some
products, but make very impulsive
decisions for others according to their
personal preferences and situation.
What began as a way for businesses to boast of eco credentials has set a global retail agenda, and consumers want to knowmore both about the products theyre buying and the brands theyre buying from. Smartphones are playing a key role in the
shift, allowing shoppers to check packaging, product and pricing information simultaneously in-store and online. Geolocation softwareenables smarter filtering for relevance and proximity. People rely on peer product reviews and trust in non-branded aggregators ofinformation is building.
People are looking to make increasinglyinformed (but crucially, not always rational)decisions both prior to and at point of sale.For brands, providing comparative analysisand transparent information creates trust andgenerates goodwill.
Fabrizio Valente,Retail consultant and CEO, KikiLab
Globally more economically andtechnologically developed nations
Those who
believe in an
open information
economy
Those whoparticipate in it
despite reservations
(Gen X and Gen Y)
PEER-TO-PEER INFORMATION SHARING
SMART ENERGY METERS
DAYTUM WHEREISMYMILKFROM
SAFEWAY FOOD FLEX
FRITO LAY CHIP TRACKER
TOKYOS N BUILDING
NUTRICATE RECEIPTS
TESCO FINDER APP TALES OF THIN GS
YELP STICKYBITS ECO INDEX
GOOGLE GOGGLES SHOPSAVVY
value their
own research
a sales persons advice
over
of consumers92%
look for retaileror product coupons
of smartphoneowners
look at third-party or consumer reviewsof a product while in store
45% 43%
Approximately
2008
20%
up from
purchaseswhen
couponsordiscounts
couldntbeeasily
obtained.
abandoned
40%ofshoppers
spreading with smartphones
DuringXmas2009
CONTENTS 13
http://www.guardian.co.uk/environment/2009/may/11/smart-meters-energy-efficiencyhttp://daytum.com/http://whereismymilkfrom.com/https://foodflex.safeway.com/http://www.fritolay.com/lays/chip-tracker.htmlhttp://vimeo.com/8468513http://www.receipt.com/products/nutricatehttp://www.techfortesco.com/tescofinder/Welcome_to_Tesco_Finder.htmlhttp://www.talesofthings.com/http://www.yelp.com/http://www.stickybits.com/http://online.wsj.com/article/SB10001424052748703724104575379621448311224.html#project%3DCARBONFOOT1007%26articleTabs%3Dinteractivehttp://www.google.com/mobile/goggles/#logohttp://www.biggu.com/http://www.biggu.com/http://www.google.com/mobile/goggles/#logohttp://online.wsj.com/article/SB10001424052748703724104575379621448311224.html#project%3DCARBONFOOT1007%26articleTabs%3Dinteractivehttp://www.stickybits.com/http://www.yelp.com/http://www.talesofthings.com/http://www.techfortesco.com/tescofinder/Welcome_to_Tesco_Finder.htmlhttp://www.receipt.com/products/nutricatehttp://vimeo.com/8468513http://www.fritolay.com/lays/chip-tracker.htmlhttps://foodflex.safeway.com/http://whereismymilkfrom.com/http://daytum.com/http://www.guardian.co.uk/environment/2009/may/11/smart-meters-energy-efficiency8/8/2019 Keeping TABS Email Mon 20
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FOCUS 09/06/2010
Interactive W Magazine
Luxury magazine Ws first Shopping Issue in April 2010 had fully interactive mobile ads runningthroughout, supported by an extensive outdoor campaign in affluent New York City.
FOCUS 03/09/2010
Frito-Lay Chip Tracker
In the US, Lays crisps are grown and produced locally. To highlight this, PepsiCo created theFrito-Lay Chip Tracker, which allows customers to trace the origins of their beloved snack.
FOCUS 30/07/2010
The Eco Index
A major consortium of brands and retailers are getting together to agree a universal eco labellingstandard for apparel, which takes the entire product lifecycle including marketing intoconsideration. Why have no luxury labels signed up?
LEADERS 19/05/2010
Get inline: new retail technology and geolocation
In part two of her report, Mandy Saven unearths the most inspiring and innovative storesincorporating new technologies into their brand experience. Be wary, she concludes, thatstrategies provide depth and utility as well as wow factor.
FOCUS 18/12/2009
N Building
In a new project, the facade of the commercial N Building in Tokyo has been covered in QRcodes, which can be unlocked with a simple iPhone app to receive up-to-date information onstores inside.
LEADER S 14/07/2010
Bricks and Clicks: delving into inline retail strategy
Theres a false dichotomy between e-tail and retail. Building on Mandy Savens recent report,Michael Solomon takes a closer look at the mechanics of shopper interaction and technologyspotential in the purchase process.
On Canvas8
Informed Consumerism
READ MORE
CONTENTS 14
http://www.canvas8.com/public/2010/06/09/interactive-w-magazine.htmlhttp://www.canvas8.com/public/2010/06/09/interactive-w-magazine.htmlhttp://www.canvas8.com/public/2010/06/09/interactive-w-magazine.htmlhttp://www.canvas8.com/public/2010/06/09/interactive-w-magazine.htmlhttp://www.canvas8.com/public/2010/09/03/frito-lay-chip-tracker.htmlhttp://www.canvas8.com/public/2010/09/03/frito-lay-chip-tracker.htmlhttp://www.canvas8.com/public/2010/09/03/frito-lay-chip-tracker.htmlhttp://www.canvas8.com/public/2010/09/03/frito-lay-chip-tracker.htmlhttp://www.canvas8.com/public/2010/07/30/eco-index-fashion.htmlhttp://www.canvas8.com/public/2010/07/30/eco-index-fashion.htmlhttp://www.canvas8.com/public/2010/07/30/eco-index-fashion.htmlhttp://www.canvas8.com/public/2010/07/30/eco-index-fashion.htmlhttp://www.canvas8.com/public/2010/07/30/eco-index-fashion.htmlhttp://www.canvas8.com/public/2010/05/19/inline-retail-part-two-geolocation-and-consumer-centric-tech.htmlhttp://www.canvas8.com/public/2010/05/19/inline-retail-part-two-geolocation-and-consumer-centric-tech.htmlhttp://www.canvas8.com/public/2010/05/19/inline-retail-part-two-geolocation-and-consumer-centric-tech.htmlhttp://www.canvas8.com/public/2010/05/19/inline-retail-part-two-geolocation-and-consumer-centric-tech.htmlhttp://www.canvas8.com/public/2010/05/19/inline-retail-part-two-geolocation-and-consumer-centric-tech.htmlhttp://www.canvas8.com/public/2010/03/12/n-building.htmlhttp://www.canvas8.com/public/2010/03/12/n-building.htmlhttp://www.canvas8.com/public/2010/03/12/n-building.htmlhttp://www.canvas8.com/public/2010/03/12/n-building.htmlhttp://www.canvas8.com/public/2010/03/12/n-building.htmlhttp://www.canvas8.com/public/2010/07/14/bricks-and-clicks-inline-retail-strategy.htmlhttp://www.canvas8.com/public/2010/07/14/bricks-and-clicks-inline-retail-strategy.htmlhttp://www.canvas8.com/public/2010/07/14/bricks-and-clicks-inline-retail-strategy.htmlhttp://www.canvas8.com/public/2010/07/14/bricks-and-clicks-inline-retail-strategy.htmlhttp://www.canvas8.com/public/2010/07/14/bricks-and-clicks-inline-retail-strategy.htmlhttp://www.canvas8.com/#fn=C8.content.search&search=Informed%20Consumerismhttp://www.canvas8.com/#fn=C8.content.search&search=Informed%20Consumerismhttp://www.canvas8.com/public/2010/07/14/bricks-and-clicks-inline-retail-strategy.htmlhttp://www.canvas8.com/public/2010/03/12/n-building.htmlhttp://www.canvas8.com/public/2010/05/19/inline-retail-part-two-geolocation-and-consumer-centric-tech.htmlhttp://www.canvas8.com/public/2010/07/30/eco-index-fashion.htmlhttp://www.canvas8.com/public/2010/09/03/frito-lay-chip-tracker.htmlhttp://www.canvas8.com/public/2010/06/09/interactive-w-magazine.html8/8/2019 Keeping TABS Email Mon 20
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Natural Mindset
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHERE IS IT
HAPPENING?
WHERE IS THE TREND
IN ITS LIFECYCLE?
Phase
Time
WHAT IS IT?
RELATED TRENDS
Hyperlocalisation SustainableCapitalism
Rising SocialConscience
Hyperawarenessof Health
True Stories
InformedConsumerism
WHAT ARE THE SIGNS?
1
STRONG
GROWTH
Natural and additive-free have become
part of the consumers health andwellness vocabulary, and were
seeing growth in every category.
The natural trend is here to stay.
Consumer choice and spend is being reassessed. Social kudos can be gained by living less consumptively and developing aninterest in cradle-to-cradle design concepts. People are reconsidering their environment in terms of substance and sustainability,
from food and holidays to healthcare and the urban landscape. Architecture and product design draw increasing inspiration from thenatural world in terms of functionality and aesthetics.
A stringent avoidance of the artificial in allwalks of life, seeking out experiences andproducts with a definitive, plausible origin(rooted in nature or science), being engagedat a higher level and compelled to act withinthe boundaries of truthfulness and honesty.
David Jago,Director of Innovation and Insight, Mintel
Everyone who is frustrated by transient,
fake interactions and experiences
Asia, North America, UK as a backlashagainst plastic culture
GEOX BREATHING BUILDING
TERRARIUM TREND
BIOMIMICRY IN PRODUCT DESIGN
R&SIE ARCHITECTS
SNOG, MARRY, AVOID?
RFID AUTHENTICATION OF WINE
NATURAL & HOLISTICHEALTH REMEDIES
STRAIGHT EDGE YOUTH
GLAMPING
NATURAL PET FOOD
puregrew from
purity
purely
2008 2009
5,705
3,013
Use of the words
on consumer foodproduts in the USA
to
in the USA
The total number of
9%
cosmetic surgery
proceduresdecreased by
Year-on-Year
in 2009
KAREN MAGAZINE
CONTENTS 15
http://www.geox.biz/english/press_imm_Shop.asphttp://twigterrariums.com/http://www.new-territories.com/lostinparis.htmhttp://www.bbc.co.uk/programmes/b00htyc7http://www.discoverrfid.org/what-is-possible/get-what-you-want/enhancing-the-wine-experience.htmlhttp://goglamping.net/http://www.karenmagazine.com/http://www.karenmagazine.com/http://goglamping.net/http://www.discoverrfid.org/what-is-possible/get-what-you-want/enhancing-the-wine-experience.htmlhttp://www.bbc.co.uk/programmes/b00htyc7http://www.new-territories.com/lostinparis.htmhttp://twigterrariums.com/http://www.geox.biz/english/press_imm_Shop.asp8/8/2019 Keeping TABS Email Mon 20
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BLOGHUNTER 22/10/2009
Pepsi Raw
Pepsi UK has stepped up in the soda wars with its new drink Pepsi Raw. According to thecompany, it has dropped artificial preservatives and sweeteners and is made from naturalsources such as apple extract, plain caramel coloring and tartaric acid from grapes.
FOCUS 15/06/2010
Twig Terrariums, and other small worlds
New Yorks Twig Terrariums make tiny worlds full of whimsy and humour. Beyond their role asa memoir of nature, however, these miniatures also touch upon underlying trends in both theconsumer and business psyche.
FOCUS 03/07/2009
Growing local, foraging and the rise of the co-op
Consumers of organic food are loathe to give it up, regardless of cost. What this means, saysYsanne Spevack, is the rebirth of resourcefulness in the US and UK: growing your own, foraging,and co-op schemes with friends and neighbours.
REPORT 11/11/2009
Consuming beauty: the nutricosmetics market
The burgeoning field of nutricosmetics looks set to gain considerable traction in Western andemerging markets. Two industry experts identify the consumer drive behind the trend and outlinethe opportunities for brands.
LEADERS 12/05/2010
Brazilian luxury goes back to nature
From architecture to art and travel to food; some of the Brazilian upper classes are now lookingfor a less polished type of sophistication. Trend expert Luciana Stein investigates the behaviouraland economic drivers behind this shift.
FOCUS 18/12/2009
The anti-label label
First Starbucks went local and now clothing is turning away from brand-heavy slogans andtowards a discreet and logo-less aesthetic. What consequences could this pattern have for thebrands and the brand name cachet?
On Canvas8
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READ MORE
CONTENTS 16
http://munfitnessblog.com/will-you-drink-pepsi-raw-just-because-it-has-natural-ingredient/http://munfitnessblog.com/will-you-drink-pepsi-raw-just-because-it-has-natural-ingredient/http://munfitnessblog.com/will-you-drink-pepsi-raw-just-because-it-has-natural-ingredient/http://munfitnessblog.com/will-you-drink-pepsi-raw-just-because-it-has-natural-ingredient/http://munfitnessblog.com/will-you-drink-pepsi-raw-just-because-it-has-natural-ingredient/http://www.canvas8.com/public/2010/06/15/tiny-terrariums-miniature-worlds.htmlhttp://www.canvas8.com/public/2010/06/15/tiny-terrariums-miniature-worlds.htmlhttp://www.canvas8.com/public/2010/06/15/tiny-terrariums-miniature-worlds.htmlhttp://www.canvas8.com/public/2010/06/15/tiny-terrariums-miniature-worlds.htmlhttp://www.canvas8.com/public/2010/06/15/tiny-terrariums-miniature-worlds.htmlhttp://www.canvas8.com/public/2009/07/03/rise-of-the-co-op.htmlhttp://www.canvas8.com/public/2009/07/03/rise-of-the-co-op.htmlhttp://www.canvas8.com/public/2009/07/03/rise-of-the-co-op.htmlhttp://www.canvas8.com/public/2009/07/03/rise-of-the-co-op.htmlhttp://www.canvas8.com/public/2009/07/03/rise-of-the-co-op.htmlhttp://www.canvas8.com/public/2009/11/11/the-nutricosmetics-market.htmlhttp://www.canvas8.com/public/2009/11/11/the-nutricosmetics-market.htmlhttp://www.canvas8.com/public/2009/11/11/the-nutricosmetics-market.htmlhttp://www.canvas8.com/public/2009/11/11/the-nutricosmetics-market.htmlhttp://www.canvas8.com/public/2009/11/11/the-nutricosmetics-market.htmlhttp://www.canvas8.com/public/2010/05/12/brazilian-luxury-goes-back-to-nature.htmlhttp://www.canvas8.com/public/2010/05/12/brazilian-luxury-goes-back-to-nature.htmlhttp://www.canvas8.com/public/2010/05/12/brazilian-luxury-goes-back-to-nature.htmlhttp://www.canvas8.com/public/2010/05/12/brazilian-luxury-goes-back-to-nature.htmlhttp://www.canvas8.com/public/2010/05/12/brazilian-luxury-goes-back-to-nature.htmlhttp://www.canvas8.com/public/2009/10/07/focus-the-anti-label-label.htmlhttp://www.canvas8.com/public/2009/10/07/focus-the-anti-label-label.htmlhttp://www.canvas8.com/public/2009/10/07/focus-the-anti-label-label.htmlhttp://www.canvas8.com/public/2009/10/07/focus-the-anti-label-label.htmlhttp://www.canvas8.com/public/2009/10/07/focus-the-anti-label-label.htmlhttp://www.canvas8.com/#fn=C8.content.search&search=Natural%20Mindsethttp://www.canvas8.com/#fn=C8.content.search&search=Natural%20Mindsethttp://www.canvas8.com/public/2009/10/07/focus-the-anti-label-label.htmlhttp://www.canvas8.com/public/2010/05/12/brazilian-luxury-goes-back-to-nature.htmlhttp://www.canvas8.com/public/2009/11/11/the-nutricosmetics-market.htmlhttp://www.canvas8.com/public/2009/07/03/rise-of-the-co-op.htmlhttp://www.canvas8.com/public/2010/06/15/tiny-terrariums-miniature-worlds.htmlhttp://munfitnessblog.com/will-you-drink-pepsi-raw-just-because-it-has-natural-ingredient/8/8/2019 Keeping TABS Email Mon 20
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Sustainable Capitalism
WHAT IS IT?
HOW HAS IT BEEN DEVELOPING?
WHERE IS ITHAPPENING?
WHO IS IT IMPACTING?WHERE IS THE TREND
IN ITS LIFECYCLE?
STRONG
GROWTHPhase
Time
RELATED TRENDS
SocialParticipation
Rising SocialConscience
Hyperlocalisation Natural Mindset
True Stories
WHAT ARE THE SIGNS?
d 2
The creation of a business model thatunderstands and respects the triple bottomline of people, planet and profit. It is aboutresponsibility and longevity. SustainableCapitalisms watershed moment came in2006 with Al Gores Oscar-winning An
Inconvenient Truth and has accelerated through the recent economicrecession and peoples increasing desire to do something inherentlygood and right.
Doing good is good business. Thisis not about charity or altruism. This
is about doing something that is
effective and efficient.
The economic downturn has meant people now expect major multinationals to do what they, as individuals, cant afford to makehappen, and on a scale that they cant achieve. Brands who eschew this responsibility are vilified. Businesses no longer have full
control over their brand and, thanks to the internet, both their good and bad behaviour is made public. People are looking for businessesto demonstrate values, not just claim their alliances.
Sir Martin Sorrell,Chief Executive Officer of WPP Group
Globally
Everyone - developed anddeveloping nations alike
UPSS GPS REPROGRAMMING
FRITO-LAY CHIP TRACKER
CHINAS DONGTAN ECO-CITY
STELLA ARTOIS BOTTLE REDESIGN
CHINAS SUSTAINABLE ENERGY PROGRAMME
THE WALMART SUSTAINABILITY IN DEX
PUMAS CLEVER LITTLE BAG
MARKS & SPENCER EGG TRACKER
SAINSBURYS KEEPING B EES
SLIM CHAMPAGNE BOTTLES
CONSPIRACY FOR GOOD
SUN CHIPS ECO PACKAGING
COOP WINECOLALIFE KARMA CUP
plan to invest inlow carbon technologies
have laid out a
US$585bn
TheChinese government
a movement set up around the 2009COP 15 conference to unite nationswith hope for policy change
def.
citizens o Hopenhagen
There are
6,172,8220 35% say they will spendmore on greenin the coming year
o consumers
CONTENTS 17
http://www.nytimes.com/2007/12/09/magazine/09left-handturn.htmlhttp://www.fritolay.com/lays/chip-tracker.htmlhttp://walmartstores.com/sustainability/9292.aspxhttp://vision.puma.com/us/en/2010/04/puma-launches-new-sustainable-packaging-designed-by-yves-behar/http://www.yourmandsfarm.com/http://www.j-sainsbury.co.uk/index.asp?PageID=424§ion=&Year=2010&NewsID=1306http://www.telegraph.co.uk/news/worldnews/europe/france/7975476/Champagne-bottle-slims-down-for-lighter-carbon-footprint.htmlhttp://www.conspiracyforgood.com/http://www.pepsico.com/PressRelease/SunChips-Kicks-Off-Earth-Month-With-Introduction-of-Worlds-First-100-Percent-Com03312010.htmlhttp://www.co-operative.coop/farms/news/Grape-expectations-for-The-Co-operatives-English-wine/http://www.colalife.org/http://www.jovoto.com/contests/drink-sustainably/ideas/4751http://www.jovoto.com/contests/drink-sustainably/ideas/4751http://www.colalife.org/http://www.co-operative.coop/farms/news/Grape-expectations-for-The-Co-operatives-English-wine/http://www.pepsico.com/PressRelease/SunChips-Kicks-Off-Earth-Month-With-Introduction-of-Worlds-First-100-Percent-Com03312010.htmlhttp://www.conspiracyforgood.com/http://www.telegraph.co.uk/news/worldnews/europe/france/7975476/Champagne-bottle-slims-down-for-lighter-carbon-footprint.htmlhttp://www.j-sainsbury.co.uk/index.asp?PageID=424§ion=&Year=2010&NewsID=1306http://www.yourmandsfarm.com/http://vision.puma.com/us/en/2010/04/puma-launches-new-sustainable-packaging-designed-by-yves-behar/http://walmartstores.com/sustainability/9292.aspxhttp://www.fritolay.com/lays/chip-tracker.htmlhttp://www.nytimes.com/2007/12/09/magazine/09left-handturn.html8/8/2019 Keeping TABS Email Mon 20
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FOCUS 10/06/2010
SunChips eco packaging
PepsiCo have replaced their SunChips packaging with 100% compostable material. Whilecustomers have criticised the new packaging for being less tactile and too noisy, others havelauded PepsiCo as pioneers.
FOCUS 08/07/2010
Panera Cares Caf
Panera is a bakery and caf with 1400 outlets across America. In May they made the decision totrial a not-for-profit model within one branch. The Panera Cares Caf is so successful that theyare now extending the strategy to two new locations.
FOCUS 22/03/2010
ColaLife
ColaLife is an initiative which aims to use Coca Colas far-reaching global distribution to carrysocial products such as oral rehydration salts and medicines to developing countries.
FOCUS 01/07/2010
Karma Cup
The annual BetaCup Challenge seeks to uncover creative ways of reducing paper cupconsumption. This years winner, Karma Cup, not only eliminates the cup entirely, but gives youan incentive to do so: the possibility of free coffee.
LEADERS 24/03/2010
CSR from an Indian perspective
The Indian economy is poised to grow on a strong, sustained basis for years to come: it is timefor a new look at corporate social responsibility. In the context of current and future challenges,how do young Indian consumers see CSR?
On Canvas8
Sustainable Capitalism
READ MORE
REPORT 19/03/2010
Embracing the new philanthropy
In spite of good intentions, consumers value cost savings over planet saving, and they expectmajor multinational companies to do what they cant.
CONTENTS 18
http://www.canvas8.com/public/2010/06/10/sunchips-eco-packaging.htmlhttp://www.canvas8.com/public/2010/06/10/sunchips-eco-packaging.htmlhttp://www.canvas8.com/public/2010/06/10/sunchips-eco-packaging.htmlhttp://www.canvas8.com/public/2010/06/10/sunchips-eco-packaging.htmlhttp://www.canvas8.com/public/2010/06/10/sunchips-eco-packaging.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/03/22/Colalife.htmlhttp://www.canvas8.com/public/2010/03/22/Colalife.htmlhttp://www.canvas8.com/public/2010/03/22/Colalife.htmlhttp://www.canvas8.com/public/2010/03/22/Colalife.htmlhttp://www.canvas8.com/public/2010/07/01/karma-cup.htmlhttp://www.canvas8.com/public/2010/07/01/karma-cup.htmlhttp://www.canvas8.com/public/2010/07/01/karma-cup.htmlhttp://www.canvas8.com/public/2010/07/01/karma-cup.htmlhttp://www.canvas8.com/public/2010/07/01/karma-cup.htmlhttp://www.canvas8.com/public/2010/03/24/csr-from-an-indian-perspective.htmlhttp://www.canvas8.com/public/2010/03/24/csr-from-an-indian-perspective.htmlhttp://www.canvas8.com/public/2010/03/24/csr-from-an-indian-perspective.htmlhttp://www.canvas8.com/public/2010/03/24/csr-from-an-indian-perspective.htmlhttp://www.canvas8.com/public/2010/03/24/csr-from-an-indian-perspective.htmlhttp://www.canvas8.com/#fn=C8.content.search&search=Sustainable%20Capitalismhttp://www.canvas8.com/public/2010/03/19/new-philanthropy.htmlhttp://www.canvas8.com/public/2010/03/19/new-philanthropy.htmlhttp://www.canvas8.com/public/2010/03/19/new-philanthropy.htmlhttp://www.canvas8.com/public/2010/03/19/new-philanthropy.htmlhttp://www.canvas8.com/public/2010/03/19/new-philanthropy.htmlhttp://www.canvas8.com/#fn=C8.content.search&search=Sustainable%20Capitalismhttp://www.canvas8.com/public/2010/03/24/csr-from-an-indian-perspective.htmlhttp://www.canvas8.com/public/2010/07/01/karma-cup.htmlhttp://www.canvas8.com/public/2010/03/22/Colalife.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/06/10/sunchips-eco-packaging.html8/8/2019 Keeping TABS Email Mon 20
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Hyperawareness of Health
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING? WHERE IS THE TRENDIN ITS LIFECYCLE?
STRONG
GROWTHPhase
Time
WHAT IS IT?
WHERE IS ITHAPPENING?
InformedConsumerism
Rising SocialConscience
Slow Natural Mindset
RELATED TRENDS
WHAT ARE THE SIGNS?
The ability for people to test themselves
effectively will change the healthcareindustry. Focus will be taken away from
in-clinic testing and placed upon
self-analysis.
The obesity epidemic and marginalisation of the elderly in society has led to a search for new diagnostic solutions integrated intodaily life. Social fitness and wellbeing apps encourage on-the-fly management of increasingly personal bodily functions (sleep
apnea, ovulation), as well as providing detailed nutritional and health-related product information. The beauty and food industries haveadopted more medical brand messaging. Rise in online patient communities providing support and therapy for fellow sufferers.
The popularity of organic food, holistic livingand attention to personal mental health hassharpened individual focus on daily wellbeing,fuelled by mobile monitoring apps and accessto like-minded communities online. At themost basic level, people want to know what
theyre consuming and what impact it will have on their health, as anextension of Informed Consumerism and Natural Mindset.
Piers Fawkes,
President, PSFK
Boomers Gen X Smartphone users
Primarily North America, Europe (earlygrowth), Asia
SENIORBRIDGE SKYPE VIDEOCONSULTATIONS FOR E LDERS
IMPLANTABLE ANTENNA FOR MONITORING
IN-VIVO CHEMICAL REACTIONSHEART ATTACK GR ILL PATIENTSLIKEME.COM
MEDWATCH HEALTH APPS
WEBMD.COM CURETOGETHER
BIOINFORMATICS.ORG23ANDME
THISISWHYYOUREFAT.COMLE WHIF
MAPPINESS THECARROT.COM
of Smartphone owners
have downloaded a fitness-related app
21%
will have electronic health records
o Americans60%
by 2015
PEPSICO NUTRITION LAB HEALCAM
MICROSOFT HEALTH VAULT
CONTENTS 19
http://medhealth.tmcnet.com/channels/coordinated-care-management/articles/87787-seniorbridge-uses-telemonitoring-help-seniors-stay-independent-home.htmhttp://medhealth.tmcnet.com/channels/coordinated-care-management/articles/87787-seniorbridge-uses-telemonitoring-help-seniors-stay-independent-home.htmhttp://www.heartattackgrill.com/http://www.patientslikeme.com/http://www.fda.gov/Safety/MedWatch/default.htmhttp://www.guardian.co.uk/lifeandstyle/2010/jan/26/iphone-apps-healthhttp://www.webmd.com/http://www.curetogether.com/http://www.bioinformatics.org/https://www.23andme.com/http://www.thisiswhyyourefat.com/http://www.lewhif.com/http://www.mappiness.org.uk/http://thecarrot.com/http://www.pepsico.com/PressRelease/PepsiCo-Opens-New-Haven-Research-Lab-To-Develop-Healthier-Products12082009.htmlhttp://healcam.com/http://www.healthvault.com/personal/index.aspxhttp://www.healthvault.com/personal/index.aspxhttp://healcam.com/http://www.pepsico.com/PressRelease/PepsiCo-Opens-New-Haven-Research-Lab-To-Develop-Healthier-Products12082009.htmlhttp://thecarrot.com/http://www.mappiness.org.uk/http://www.lewhif.com/http://www.thisiswhyyourefat.com/https://www.23andme.com/http://www.bioinformatics.org/http://www.curetogether.com/http://www.webmd.com/http://www.guardian.co.uk/lifeandstyle/2010/jan/26/iphone-apps-healthhttp://www.fda.gov/Safety/MedWatch/default.htmhttp://www.patientslikeme.com/http://www.heartattackgrill.com/http://medhealth.tmcnet.com/channels/coordinated-care-management/articles/87787-seniorbridge-uses-telemonitoring-help-seniors-stay-independent-home.htmhttp://medhealth.tmcnet.com/channels/coordinated-care-management/articles/87787-seniorbridge-uses-telemonitoring-help-seniors-stay-independent-home.htm8/8/2019 Keeping TABS Email Mon 20
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FOCUS 08/09/2010
CureTogether
CureTogether.com is a website that allows users to keep track of their health. The free servicematches people with similar symptoms and conditions, allowing them to interact anonymously.
REPORT 17/09/2010
Technology, community and self-diagnosis
Individuals are now able to monitor every aspect of their physical and mental health. Sleeping,eating, exercise and social activities can be analysed in real time and shared with a like-mindedcommunity. But what does this mean for brands?
FOCUS 14/09/2010
4Food
4Food is a chain of healthy, natural and customisable fast-food restaurants. New Yorkers canfully customise their (locally-sourced) burger online, or using the iPad menus, and promote it viasocial networks in exchange for discounts.
LEADERS 28/04/2009
Data are beautiful things
From social networks to art galleries, data visualisations are everywhere. Sara Diamondevaluates the importance of these intuitive, uniquely human interpretations of complexity andtheir cultural and business benefits.
REPORT 08/06/2010
More than mirrors: identity, beauty and changing cosmetics retail
Beauty regimes and perceptions of the self are more than an effect of straightforward imageconsumption. We explore how retail environments have evolved to fit the consumer desire for amore holistic, scientific beauty experience.
LEADERS 03/02/2010
Design thinking and the healthy society
As debate rages around US healthcare reform, Sara Diamond examines the role of the design,technology and creative industries in creating a society of user-centric healthcare and individualwellbeing.
On Canvas8
Hyperawareness of Health
READ MORE
CONTENTS 20
http://canvas8.com/public/2010/09/08/curetogether.htmlhttp://canvas8.com/public/2010/09/08/curetogether.htmlhttp://canvas8.com/public/2010/09/08/curetogether.htmlhttp://canvas8.com/public/2010/09/08/curetogether.htmlhttp://www.canvas8.com/content/2010/09/17/self-diagnosis-technology-and-community.htmlhttp://www.canvas8.com/content/2010/09/17/self-diagnosis-technology-and-community.htmlhttp://www.canvas8.com/content/2010/09/17/self-diagnosis-technology-and-community.htmlhttp://www.canvas8.com/content/2010/09/17/self-diagnosis-technology-and-community.htmlhttp://www.canvas8.com/content/2010/09/17/self-diagnosis-technology-and-community.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://www.canvas8.com/public/2010/06/08/more-than-mirrors.htmlhttp://www.canvas8.com/public/2010/06/08/more-than-mirrors.htmlhttp://www.canvas8.com/public/2010/06/08/more-than-mirrors.htmlhttp://www.canvas8.com/public/2010/06/08/more-than-mirrors.htmlhttp://www.canvas8.com/public/2010/06/08/more-than-mirrors.htmlhttp://www.canvas8.com/public/2010/02/03/design-thinking-and-healthcare.htmlhttp://www.canvas8.com/public/2010/02/03/design-thinking-and-healthcare.htmlhttp://www.canvas8.com/public/2010/02/03/design-thinking-and-healthcare.htmlhttp://www.canvas8.com/public/2010/02/03/design-thinking-and-healthcare.htmlhttp://www.canvas8.com/public/2010/02/03/design-thinking-and-healthcare.htmlhttp://www.canvas8.com/#fn=C8.content.search&keywords=Hyperawareness%20of%20healthhttp://www.canvas8.com/#fn=C8.content.search&keywords=Hyperawareness%20of%20healthhttp://www.canvas8.com/public/2010/02/03/design-thinking-and-healthcare.htmlhttp://www.canvas8.com/public/2010/06/08/more-than-mirrors.htmlhttp://canvas8.com/public/2010/09/14/4food.htmlhttp://www.canvas8.com/content/2010/09/17/self-diagnosis-technology-and-community.htmlhttp://canvas8.com/public/2010/09/08/curetogether.html8/8/2019 Keeping TABS Email Mon 20
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Social Participation
WHAT IS IT?
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHERE IS IT
HAPPENING?
WHERE IS THE TREND
IN ITS LIFECYCLE?
PEAK
Phase
Time
Brand Me
Rising SocialConscience
Hyperlocalisation
CollaborativeLiving andWorking
Codes of Conduct
Blended Reality Mobile Living
RELATED TRENDS
of US Gen Y 4vs
WHAT ARE THE SIGNS?
Mass social participation is embraced as theantidote to information isolation and overload.Directly linked to Rising Social Conscience,we are seeing an important shift from a meto a we culture. Technology facilitates offlinepersonal interaction rather than creating a
barrier to it. Many examples of Social Participation achieve broadsocial goals as well as contributing to a sense of personal gain.
As we strive to move away from cookie-cutter
sameness, individuals opinions, points of view, or
unique thoughts can spark connection. We see itacross all types of communities, whether
grassroots or corporate-sponsored,
virtual or rooted in physical space.
The more eclectic and interesting,
the more it thrives. Funny how an
emphasis on I leads to a more
coherent sense of we.
Technology is being harnessed to enable relationships, both in the physical and the virtual, and used to intelligently elicit chanceencounters. Gen Y love creating and taking part in mass participation activities and use visual diaries to build social currency.
Individuals from creative communities volunteering time to collate ideas and design tools for cohesive offline change.
Patrice Martin,Author of Ideo Patterns The I in community
Gen Y Gen Xas facilitators
81%
have volunteeredin the past year
There are
worldwide
geocachers
4-5 MILLION
The physical and virtual treasure huntEncounter had
70,000
165,000
2009 2010
players across Eastern Europe
20092005
People who finished
the New York marathon
36,856 43,660
PICTURE THE IMPOSSIBLE
NEEDLE IN A HAYSTACK
NEIGHBORGOODS
SOCIAL INNOVATION CAMP
CTRL.ALT.SHIFT
GOOD GYM
STREETSPARK
CONSPIRACY FOR GOOD
ENCOUNTERGEOCACHING.COM
ENABLED BY DESIGN
THE BIG LUNCH
A FEAST OF STRANGERS
DARPA RED BALLOONCHALLENGE CLIMATECAMP
Europe, North America. Japan, Chinaand India (strong growth)
CONTENTS 21
http://picturetheimpossible.com/http://newslite.tv/2009/11/03/facebook-group-finds-owner-of.htmlhttp://neighborgoods.net/http://www.sicamp.org/http://www.ctrlaltshift.co.uk/http://www.thegoodgym.org/http://www.streetspark.com/http://www.conspiracyforgood.com/http://en.cx/http://www.geocaching.com/http://enabledbydesign.org/http://www.thebiglunch.com/http://www.timeout.com/london/around-town/event/157024/657357/the-feast-of-strangershttp://www.climatecamp.org.uk/http://www.climatecamp.org.uk/http://www.climatecamp.org.uk/http://www.climatecamp.org.uk/http://www.timeout.com/london/around-town/event/157024/657357/the-feast-of-strangershttp://www.thebiglunch.com/http://enabledbydesign.org/http://www.geocaching.com/http://en.cx/http://www.conspiracyforgood.com/http://www.streetspark.com/http://www.thegoodgym.org/http://www.ctrlaltshift.co.uk/http://www.sicamp.org/http://neighborgoods.net/http://newslite.tv/2009/11/03/facebook-group-finds-owner-of.htmlhttp://picturetheimpossible.com/8/8/2019 Keeping TABS Email Mon 20
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FOCUS 19/01/2010
Picture the Impossible
In the face of flailing news sales, the Rochester Democrat and Chronicle launched a hyperlocalgame with major brand sponsorship aimed at strengthening community bonds and encouragingcreativity and charity.
FOCUS 11/05/2010
LeapAnywhereLeapAnywhere is a part social network, part listings site that aggregates cool volunteeropportunities around London in a bid to make social participation more fun and competitive. Wespoke to founder Malcolm Scovil.
FOCUS 14/12/2009
The DARPA red balloon challenge
The recent DARPA balloon challenge was set to discover how people interact with social mediafor team building and collaboration on widescale, time-critical and complex tasks.
LEADERS 28/07/2010
Activism, technology and cultural specifics
Sara Diamond talks to Canvas8 about technology, politics and ideas of global/local. Shediscusses Canadas ties to documentary, the importance of enabling self-representation andTwitters opinion-forming role at the recent G20 summit.
REPORT 17/02/2010
What are the triggers for mobilising people?To understand the forces at work in mobilising large groups it is important to recognise thebehavioural triggers for joining them in the first place. How can brands mobilise groups to theirbenefit and engage people with their brand?
LEADERS 24/03/2009
From Me to Wii
With the media screaming tales of doom and economic woe what can your brand do to supportthe shift from me to Wii? Alex Gordon looks into the semiotics of recession and the consumerbacklash to selfish individualism.
On Canvas8
Social Participation
READ MORE
CONTENTS 22
http://www.canvas8.com/public/2010/01/19/picture-the-impossible.htmlhttp://www.canvas8.com/public/2010/01/19/picture-the-impossible.htmlhttp://www.canvas8.com/public/2010/01/19/picture-the-impossible.htmlhttp://www.canvas8.com/public/2010/01/19/picture-the-impossible.htmlhttp://www.canvas8.com/public/2010/01/19/picture-the-impossible.htmlhttp://canvas8.com/public/2010/05/11/leap-anywhere.htmlhttp://canvas8.com/public/2010/05/11/leap-anywhere.htmlhttp://canvas8.com/public/2010/05/11/leap-anywhere.htmlhttp://canvas8.com/public/2010/05/11/leap-anywhere.htmlhttp://canvas8.com/public/2010/05/11/leap-anywhere.htmlhttp://canvas8.com/public/2009/12/14/darpa-red-balloon-challenge.htmlhttp://canvas8.com/public/2009/12/14/darpa-red-balloon-challenge.htmlhttp://canvas8.com/public/2009/12/14/darpa-red-balloon-challenge.htmlhttp://canvas8.com/public/2009/12/14/darpa-red-balloon-challenge.htmlhttp://canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://canvas8.com/public/2010/02/17/triggers-for-mobilising-people.htmlhttp://canvas8.com/public/2010/02/17/triggers-for-mobilising-people.htmlhttp://canvas8.com/public/2010/02/17/triggers-for-mobilising-people.htmlhttp://canvas8.com/public/2010/02/17/triggers-for-mobilising-people.htmlhttp://canvas8.com/public/2010/02/17/triggers-for-mobilising-people.htmlhttp://canvas8.com/public/2009/03/24/alex_gordon_from_me_to_wii.htmlhttp://canvas8.com/public/2009/03/24/alex_gordon_from_me_to_wii.htmlhttp://canvas8.com/public/2009/03/24/alex_gordon_from_me_to_wii.htmlhttp://canvas8.com/public/2009/03/24/alex_gordon_from_me_to_wii.htmlhttp://canvas8.com/public/2009/03/24/alex_gordon_from_me_to_wii.htmlhttp://www.canvas8.com/#fn=C8.content.search&search=Social%20Participationhttp://www.canvas8.com/#fn=C8.content.search&search=Social%20Participationhttp://canvas8.com/public/2009/03/24/alex_gordon_from_me_to_wii.htmlhttp://canvas8.com/public/2010/02/17/triggers-for-mobilising-people.htmlhttp://canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://canvas8.com/public/2009/12/14/darpa-red-balloon-challenge.htmlhttp://canvas8.com/public/2010/05/11/leap-anywhere.htmlhttp://www.canvas8.com/public/2010/01/19/picture-the-impossible.html8/8/2019 Keeping TABS Email Mon 20
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Attention Economy
WHAT IS IT?
HOW HAS IT BEEN DEVELOPING?
WHO IS IT IMPACTING?
WHERE IS ITHAPPENING?
WHERE IS THE TREND
IN ITS LIFECYCLE?
PEAK
Phase
Time
Brand Me
Slow True Stories
Mobile Living
RELATED TRENDS
WHAT ARE THE SIGNS?
k e B 0
People are increasingly information and
stimulus rich but consequently time andattention poor. Media can be accessedanywhere, in a multitude of formats. Irrelevantinterruptions are unwelcome. Context iseverything and time is peoples most precious
commodity, evidenced by the rise in simultaneous media use andsavouring of down-time.
Context + meaning = cultural value; without
it brands turn onto the slip road calledirrelevance and park up against the sign
marked obsolescence without a
petrol station in sight.
Alan Moore,Co-founder of SMLXLand Canvas8 Thought Leader
Media requiring deep concentration are no longer valued as highly as people learn the benefits of selective attention. Theres anincreasing awareness of the value of my time and more discerning attitudes towards brands competing for this time. Transmedia
storytelling introduces brands in a richer context with deeper levels of engagement and interaction. Relevant brands that are allowedin gain more affinity.
Anyone living in a connected society
Always-on societies, bothEast and West
per day on average
consume
Americans
100,000 words
on any given day
8.5 hours
Adults are exposed to screens(TVs, cellphones, computers, GPS
devices) for about
accessing TV and internet
simultaneously at home
for an average of
of internet users
media multitask
2 hours and 39 minutes every month
57%
THE WONDERFACTORY
MINIMALISH SHORTATTENTION SPAN PAINTINGS
RED BULL BULLETIN DREAMING IN MONO
GOOGLE ADSENSE READ IT LATER WIDGETS
GUARDIAN ZEITGEIST
TOKYO YAKULT SWALLOWS
EUROSTAR SOMERS TOWN
UNBEATABLE (CH INA)
NIKE TRUE CITY ING DIRECT CAFS
NEXT MEDIAS NEWS CLIPS
NY-Z ABSOLUT VODKA HERO108
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http://www.thewonderfactory.com/http://designyoutrust.com/2010/08/16/minimalish-short-attention-span-paintings-for-short-attention-span-culture/http://designyoutrust.com/2010/08/16/minimalish-short-attention-span-paintings-for-short-attention-span-culture/http://www.redbull.com/cs/Satellite/en_INT/Red-Bulletin/001242813576014http://dreaminginmono.nu/http://www.guardian.co.uk/zeitgeisthttp://tokyoswallows.com/2009/04/27/spot-the-shiroishi/http://entertainment.timesonline.co.uk/tol/arts_and_entertainment/film/article3404237.ecehttp://adsofchina.wordpress.com/2010/08/06/clear-unilever-create-unbeatable-drama/http://www.nike.com/nikeos/p/sportswear/en_GB/truecity_featurehttp://home.ingdirect.com/about/about.asp?s=INGDIRECTCafehttp://www.wired.com/magazine/2010/08/mf_appledaily/http://www.youtube.com/watch?v=Q6zVR0SgSOMhttp://www.hero108online.com/http://www.hero108online.com/http://www.youtube.com/watch?v=Q6zVR0SgSOMhttp://www.wired.com/magazine/2010/08/mf_appledaily/http://home.ingdirect.com/about/about.asp?s=INGDIRECTCafehttp://www.nike.com/nikeos/p/sportswear/en_GB/truecity_featurehttp://adsofchina.wordpress.com/2010/08/06/clear-unilever-create-unbeatable-drama/http://entertainment.timesonline.co.uk/tol/arts_and_entertainment/film/article3404237.ecehttp://tokyoswallows.com/2009/04/27/spot-the-shiroishi/http://www.guardian.co.uk/zeitgeisthttp://dreaminginmono.nu/http://www.redbull.com/cs/Satellite/en_INT/Red-Bulletin/001242813576014http://designyoutrust.com/2010/08/16/minimalish-short-attention-span-paintings-for-short-attention-span-culture/http://designyoutrust.com/2010/08/16/minimalish-short-attention-span-paintings-for-short-attention-span-culture/http://www.thewonderfactory.com/8/8/2019 Keeping TABS Email Mon 20
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FOCUS 22/04/2010
Pedro & Maria
Pedro & Maria is an interactive branded entertainment telenovela which will enable fans to voteon plot direction through social media channels. It will be co-produced by MTV and Procter &Gamble.
FOCUS 03/08/2010
Rider in a red coatA French multimedia comic for CAP3B, a family-friendly tourist destination, uses print,smartphone technology and video content to enhance rather than detract from the locally-inspired story.
FOCUS 05/07/2010
Guvera
Guvera is an innovative music service which makes advertisers pay for downloads in exchangefor several minutes of fans attention. Following its launch in Australia, its now arrived Stateside.
LEADERS 23/06/2010
The brand as transmedia story
The system that brands operate in is still largely defined by mass media comms a straight lineapproach to non-linear thinking. Alan Moore makes the case for a more fractured, participatoryapproach to brand identity.
REPORT 12/03/2010
Addressing contemporary media usePeople are increasingly accessing multiple types of content simultaneously. Transmedia expertChristy Dena evaluates the importance of advertising campaigns that recognise contemporarymedia use behaviours.
REPORT 22/10/2009
Wireless society and the awareness economy
The latest sea change in technology could be sitting in your pocket right now. Trevor Lloyd Jonesinvestigates Near Field Communication and its impact on the mobile and advertising industries.
On Canvas8
Attention Economy
READ MORE
CONTENTS 24
http://canvas8.com/public/2010/04/22/pedro-and-maria.htmlhttp://canvas8.com/public/2010/04/22/pedro-and-maria.htmlhttp://canvas8.com/public/2010/04/22/pedro-and-maria.htmlhttp://canvas8.com/public/2010/04/22/pedro-and-maria.htmlhttp://canvas8.com/public/2010/04/22/pedro-and-maria.htmlhttp://canvas8.com/public/2010/08/03/french-tourism-comic.htmlhttp://canvas8.com/public/2010/08/03/french-tourism-comic.htmlhttp://canvas8.com/public/2010/08/03/french-tourism-comic.htmlhttp://canvas8.com/public/2010/08/03/french-tourism-comic.htmlhttp://canvas8.com/public/2010/08/03/french-tourism-comic.htmlhttp://canvas8.com/public/2010/07/05/guvera.htmlhttp://canvas8.com/public/2010/07/05/guvera.htmlhttp://canvas8.com/public/2010/07/05/guvera.htmlhttp://canvas8.com/public/2010/07/05/guvera.htmlhttp://canvas8.com/public/2010/06/23/brand-as-transmedia-story.htmlhttp://canvas8.com/public/2010/06/23/brand-as-transmedia-story.htmlhttp://canvas8.com/public/2010/06/23/brand-as-transmedia-story.htmlhttp://canvas8.com/public/2010/06/23/brand-as-transmedia-story.htmlhttp://canvas8.com/public/2010/06/23/brand-as-transmedia-story.htmlhttp://canvas8.com/public/2010/03/12/simultaneous-media-use-campaigns.htmlhttp://canvas8.com/public/2010/03/12/simultaneous-media-use-campaigns.htmlhttp://canvas8.com/public/2010/03/12/simultaneous-media-use-campaigns.htmlhttp://canvas8.com/public/2010/03/12/simultaneous-media-use-campaigns.htmlhttp://canvas8.com/public/2010/03/12/simultaneous-media-use-campaigns.htmlhttp://canvas8.com/public/2009/10/22/wireless_society_and_awareness_economy.htmlhttp://canvas8.com/public/2009/10/22/wireless_society_and_awareness_economy.htmlhttp://canvas8.com/public/2009/10/22/wireless_society_and_awareness_economy.htmlhttp://canvas8.com/public/2009/10/22/wireless_society_and_awareness_economy.htmlhttp://www.canvas8.com/#fn=C8.content.search&search=Attention%20Economyhttp://www.canvas8.com/#fn=C8.content.search&search=Attention%20Economyhttp://canvas8.com/public/2009/10/22/wireless_society_and_awareness_economy.htmlhttp://canvas8.com/public/2010/03/12/simultaneous-media-use-campaigns.htmlhttp://canvas8.com/public/2010/06/23/brand-as-transmedia-story.htmlhttp://canvas8.com/public/2010/07/05/guvera.htmlhttp://canvas8.com/public/2010/08/03/french-tourism-comic.htmlhttp://canvas8.com/public/2010/04/22/pedro-and-maria.html8/8/2019 Keeping TABS Email Mon 20
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Rising Social Conscience
WHAT IS IT?
HOW HAS IT BEEN DEVELOPING?
WHERE IS IT
HAPPENING?
WHO IS IT IMPACTING?WHERE IS THE TREND
IN ITS LIFECYCLE?
STRONG
GROWTHPhase
Time
Hyperlocalisation SlowInformedConsumerism
CollaborativeLiving andWorking
SustainableCapitalism
Natural Mindset Codes of Conduct
Hyperawarenessof Health
RELATED TRENDS
WHAT ARE THE SIGNS?
A growing backlash against greed culture
coupled with a genuine desire to do somethingwholesome and give something back. It hasalso been referred to as the moral reset.Transparency, fuelled by the immediacy oftechnology and the global reach of media has
led to a more informed consumer and an affection for brands withmorally defensible values that people want to identify with.
Customers want to transact with
companies that do the right thingand make responsible environmental
choices.
Jo Fox,Deputy Director of The Bigger Picturefor Sky Broadcasting
Public denunciation of bankers bonuses by government and media, growth in charitable actions and support of companies whouphold a moral code. Refocusing behaviour to fit a we not I mentality, increasing consideration of how something is produced,
not just what is produced, as a component of brand value. Rising appreciation of ethical rather than simply environmental policies,benchmarking practices such as Fairtrade and seeking products with goodness built in, not added on.
Globally
Western worldas consumers
Developing world
as suppliers ofcommodities
PEPSI REFRESH
GROWN BY US
CAUSEWORLD
WHUFFIE BANK
LEAP ANYWHERE
CHASE COMMUNITY GIVING
MOBILE MOVEMENT
GIVE A DAY GET A DIS NEY DAY
IFWERANTHEWORLD
OBAMACLOCK
to buy fromenvironmentallyresponsiblecompanies
people sayit is important
say they will taketheir custom
elsewhere
1 4in
if they feela companys ethicalreputation is not up
to scratch
HAS HAD MORE THAN
application on Facebook
voters11m
The Pepsi Refresh
1993 2010
79%66%
Consumers
who would switchto a brand associated witha good cause2
3out
of
CONTENTS 25
http://www.refresheverything.com/http://www.co-operative.coop/food/food-and-drink/food/Grown-by-us/http://www.causeworld.com/http://www.thewhuffiebank.org/http://www.leapanywhere.com/http://www.facebook.com/ChaseCommunityGivinghttp://www.themobilemovement.org/http://disneyparks.disney.go.com/disneyparks/en_US/WhatWillYouCelebrate/index?name=Give-A-Day-Get-A-Disney-Dayhttp://ifwerantheworld.com/http://www.obamaclock.com/http://www.obamaclock.com/http://ifwerantheworld.com/http://disneyparks.disney.go.com/disneyparks/en_US/WhatWillYouCelebrate/index?name=Give-A-Day-Get-A-Disney-Dayhttp://www.themobilemovement.org/http://www.facebook.com/ChaseCommunityGivinghttp://www.leapanywhere.com/http://www.thewhuffiebank.org/http://www.causeworld.com/http://www.co-operative.coop/food/food-and-drink/food/Grown-by-us/http://www.refresheverything.com/8/8/2019 Keeping TABS Email Mon 20
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FOCUS 09/07/2010
Conspiracy For Good
Conspiracy For Good (CFG) is Nokias latest transmedia campaign, showcasing the Oviplatform through interactive theatre, mobile, music and physical participation with an anti-corporate focus that taps into the zeitgeist.
FOCUS 14/09/2010
Open Planet IdeasOpen Planet Ideas is a crowdsourcing joint initiative by the WWF and Sony. The aim is toharness ideas on the environment and technology; the end result, a synergy of suggestions bythe crowd and the expert panel, will reach prototype stage.
FOCUS 08/07/2010
Panera Cares Cafe
Panera is a bakery and caf with 1400 outlets across America. In May they made the decision totrial a not-for-profit model within one branch. The Panera Cares Caf is so successful that theyare now extending the strategy to two new locations.
LEADERS 28/07/2010
Activism, technology and cultural specifics
Sara Diamond talks to Canvas8 about technology, politics and ideas of global/local. Shediscusses Canadas ties to documentary, the importance of enabling self-representation andTwitters opinion-forming role at the recent G20 summit.
REPORT 08/04/2009
The times they are a-changinDeclining charitable donations, increased demand for their services and record numbers ofvolunteers. What does being charitable mean for consumers and brands in 2009?
REPORT 10/03/2010
Guilty pressures: getting people to give
Whether its a picture of suffering children or a reproachful slogan, guilt has long been used incharity campaigns. But exactly how guilty do you need to make someone feel before they reachfor their wallet?
On Canvas8
Rising Social Conscience
READ MORE
CONTENTS 26
http://www.canvas8.com/public/2010/07/09/conspiracy-for-good.htmlhttp://www.canvas8.com/public/2010/07/09/conspiracy-for-good.htmlhttp://www.canvas8.com/public/2010/07/09/conspiracy-for-good.htmlhttp://www.canvas8.com/public/2010/07/09/conspiracy-for-good.htmlhttp://www.canvas8.com/public/2010/07/09/conspiracy-for-good.htmlhttp://www.canvas8.com/public/2010/09/14/open-planet-ideas.htmlhttp://www.canvas8.com/public/2010/09/14/open-planet-ideas.htmlhttp://www.canvas8.com/public/2010/09/14/open-planet-ideas.htmlhttp://www.canvas8.com/public/2010/09/14/open-planet-ideas.htmlhttp://www.canvas8.com/public/2010/09/14/open-planet-ideas.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/07/08/panera-cares-cafe.htmlhttp://www.canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://www.canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://www.canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://www.canvas8.com/public/2010/07/28/activism-technology-and-cultural-specifics.htmlhttp://www.canvas8.com/public/2010/07/28/activism-technology-and-cultural-specific