CARTILS constantly searches the world for the latest trends in consumer behaviour, and once every year we compile all of this in a report that clusters together the multiple trends, providing a clear and thorough overview. We are happy to present our CARTILS|TrendCluster 2013.

1. TRENDCLUSTER’13
CARTILS Branding & Packaging Design Consultants constantly conducts world wide
trend research for internal inspiration purposes. Hereby, all forecasts of the leading
international trend resources are taken into account. The ultimate clustered overview
for 2013 is now also available to inspire you. Enjoy the CARTILS TRENDCLUSTER ’13!

3. THIS WAS
2012

4. SMALL.
THE NEW BIG
See the Triodos Bank campaign:

5. SOURCES
Trendslator (Hilde Roothart), Mood’13; HAVAS; Thefutureinstitute; Mindsets; Appletizer; Bright; Frislicht; Trendwolves;
Trendwatching.com; Trendhunter; Lifesignsnetwork; Ubercool.com; Coolhunting.com; Uncoolhunting.org; Springwise;
Faith Popcorn; Mashable.com; Style-vision; Team PSFK; WGSN; Design-options.com; The Future Laboratory; tnty.com;
Lidewij Edelkoort; Trendstop.com; Trendoscope.com; Sense Worldwide; Iconoculture; Marian Salzman; Gbn.com;
Synovate, Futureeyes weblog; Lulublog; Davidreport.com; Secondsight; Marketingfacts.com; Molblog.com; Rowan
Gibson; Frankwatching.com; Technotrends; Dutch Cowboys; Futurist.com; Plausible futures; Futurist.eu; John Naisbitt;
Dream company; Faceyourpockets.com; Tobloom; Fridgewatcher.com; Ilikethewayyouart.com; Molblog; Signs of the
Time; Eye; BrandChannel; Packagingworld; Contagious; The Coolcollector; Euromonitor; Studio Zeitgeist

6. Extravert / Change
TRENDCLUSTER ’12
In the year 2012, the following
trendclusters were signaled:
1. FEMINISE
INITIATE
WE instead of ME
FEMINISE
Me
We
Individual
Social
2. FOCUS
Focus on small scale
3. CONTROL
OPTIMISE
The transparant living lab
FOCUS
CONTROL
4. OPTIMISE
Get the best out of life
5. INITIATE
We can do it on our own
Introvert / Conservative
Motivational frame of reference

7. Extravert / Change
TRENDCLUSTER ’13
FEEL
This year, grouping reveals
5 major trendclusters:
1. COLLABORATE
COLLABORATE
Me
We
Individual
Social
Life is a co-production
2. RESPECT
Focus on the ‘real thing’
3. ENRICH
ENRICH
BALANCE
RESPECT
From ‘MORE!’ to ‘BETTER’
4. BALANCE
Balance consumption patterns
5. FEEL
From ‘possessing’ to ‘experiencing’
Introvert / Conservative
Motivational frame of reference

8. Extravert / Change
TRENDCLUSTER ’13
FEEL
We saw clusters growing,
disappearing and coming-up
1. COLLABORATE
COLLABORATE
Me
We
Individual
Social
Life is a co-production
2. RESPECT
Focus on the ‘real thing’
3. ENRICH
ENRICH
BALANCE
RESPECT
From ‘MORE!’ to ‘BETTER’
4. BALANCE
Balance consumption patterns
5. FEEL
From ‘possessing’ to ‘experiencing’
Introvert / Conservative
Motivational frame of reference

9. Extravert / Change
TRENDCLUSTER ’13
1. COLLABORATE
COLLABORATE
Me
We
Individual
Social
Life is a co-production
2. RESPECT
Focus on the ‘real thing’
3. ENRICH
From ‘MORE!’ to ‘BETTER’
4. BALANCE
Balance consumption patterns
5. FEEL
From ‘possessing’ to ‘experiencing’
Introvert / Conservative
Motivational frame of reference

10. “TOGETHER, WE WILL
MAKE SMALL THE NEW BIG”
The era of individualism lies behind us. We move from ‘keeping up with the Joneses’ to ‘make it happen with
the Joneses’. We feel the urge to be part of a group, creating a safe haven that protects us from isolation in
the wild world. We combine efforts, at work and in our private lives, while using social media to stay in touch
with wider circles and to coordinate contacts in the physical world. A new mind-set is introduced, focusing on
sharing responsibility instead of taking it.
COLLABORATE

11. URGE TO
BE PART
OF A
GROUP
COLLABORATE

12. COMBINE
EFFORTS:
CO-CREATE
COLLABORATE

13. COLLABORATE

14. COLLABORATE

15. COMBINE
EFFORTS:
NEW
CREATIVITY
COLLABORATE

16. See Heineken’s ‘Your Future Bottle Design’ video
COLLABORATE

17. COLLABORATE

18. TOGETHER
FOR A
BETTER
WORLD
See the Vitoria Blood
Donation video
COLLABORATE

19. See the Stella Maris video
COLLABORATE

20. SUMMARY
COLLABORATE
URGE TO BE PART OF A GROUP:
SAFETY, NO ISOLATION
COMBINING EFFORTS AT WORK AND AT HOME
SOCIAL MEDIA TO STAY IN TOUCH WITH
WIDER CIRCLES AND COORDINATE CONTACT
IN THE PHYSICAL WORLD
TOGETHER FOR A BETTER WORLD
SHARE RESPONSIBILITY
COLLABORATE

21. Extravert / Change
TRENDCLUSTER ’13
1. COLLABORATE
Life is a co-production
COLABORATE
2. RESPECT
Me
We
Individual
Social
Focus on the ‘real thing’
3. ENRICH
From ‘MORE!’ to ‘BETTER’
RESPECT
4. BALANCE
Balance consumption patterns
5. FEEL
From ‘possessing’ to ‘experiencing’
Introvert / Conservative
Motivational frame of reference

22. “TO A DIFFERENT ECONOMY.
ONE THAT’S FAIRER.
MORE HUMANE”
RESPECT

23. FOCUS ON THE
REAL THING
The world around us is changing rapidly! It’s time to stand still and focus on our small local worlds. We are rethinking
our thoughts and start realizing which aspects really matter in live. Things like honesty and sincerity. We long for
brands showing transparency; full frontal or even naked. We are reconsidering our hectic (digital) lives and, now
more than ever, start appreciating elements from the past like craftsmanship and dedication. In this way we stay
connected to the origin of the products we buy.
RESPECT

24. CRAFTSMANSHIP
AND
DEDICATION
RESPECT

25. RESPECT

26. See video
RESPECT

27. RESPECT

28. See the Stella Artois video
RESPECT

29. See the Budweiser ‘Project 12’ video
RESPECT

30. TRANSPARENCY:
FULL
FRONTAL
RESPECT

31. TRANSPARENCY:
FULL
FRONTAL
RESPECT

32. See the McDonalds ‘Behind the scenes’ video
RESPECT

33. RESPECT

34. See the Dove ‘Photoshop Prank’ video
RESPECT
See the Bodyform video

35. INVEST IN
THE LOCAL
WORLD
RESPECT

36. RESPECT

37. RESPECT

38. SUMMARY
RESPECT
FOCUS ON THE REAL THING;
APPRECIATE CRAFTSMANSHIP AND DEDICATION
TRANSPARENCY FULL FRONTAL; GO NAKED
INVEST IN THE LOCAL WORLD;
ON A SMALL SCALE BASE
RESPECT

39. Extravert / Change
TRENDCLUSTER ’13
1. COLLABORATE
Life is a co-production
Me
We
2. RESPECT
Focus on the ‘real thing’
3. ENRICH
From ‘MORE!’ to ‘BETTER’
ENRICH
4. BALANCE
Balance consumption patterns
5. FEEL
From ‘possessing’ to ‘experiencing’
Introvert / Conservative
Motivational frame of reference

40. “THE THINGS YOU CAN DO.
THE POWER IS IN YOUR HANDS”
We no longer want ‘more’, we want ‘better’. It’s time to invest in ourselves; to follow (free) courses and gather
inspiration in order to be up-to-date. It’s not the ‘Big Data’ we’re looking for; it’s ‘Better Data’. We appreciate it when
brands are helping us to narrow down all information we receive on a daily base. It’s all about focusing. Due to the
online information overload, ‘offline’ will be the new luxury.
ENRICH

41. GOODBYE
MORE
WELCOME
BETTER
ENRICH

42. ENRICH

43. See more on ‘Wine that Loves’
ENRICH

44. CONTROL
YOUR
OWN
LIFE
ENRICH

45. ENRICH

46. CREATE
OPPORTUNITIES
See the Code.org video
ENRICH

47. See Adlens video
ENRICH

48. FROM
BIG DATA
TO
BETTER
DATA
ENRICH
See video

49. OFFLINE
IS THE
NEW
LUXURY
JOMO
ENRICH

50. ENRICH

51. SUMMARY
ENRICH
GOODBYE ‘MORE!’, WELCOME ‘BETTER.’
WE CAN CONTROL OUR OWN LIVES
FILTERED DATA IS WHAT WE ARE LOOKING FOR;
FROM BIG DATA TO BETTER DATA
CREATE OPPORTUNITIES FOR
OTHERS TO DEVELOP
INFORMATION OVERLOAD;
OFFLINE IS THE NEW LUXURY
ENRICH

52. Extravert / Change
TRENDCLUSTER ’13
1. COLLABORATE
Life is a co-production
Me
We
Individual
Social
2. RESPECT
Focus on the ‘real thing’
3. OPTIMISE
BALANCE
From ‘MORE!’ to ‘BETTER’
4. BALANCE
Balance consumption patterns
5. FEEL
From ‘possessing’ to ‘experiencing’
Introvert / Conservative
Motivational frame of reference

53. “WHAT YOU DO EVERY DAY
DOES MAKE A DIFFERENCE”
We realize that our world is unsteady. But, more important, we know that we can make a difference. Our consumption
pattern has lost its balance. It’s time to become aware of how we consume, what we throw away and start searching
for alternatives. We re-use products and go for the ‘green’ solutions. We long for the natural process and ‘imperfect’
food, which brings us closer to nature.
BALANCE

54. BALANCE
IS GONE
BALANCE

55. AWARE OF
WHAT WE
THROW
AWAY
See the Studio Roosegaarde & Heijmans video
BALANCE

56. BALANCE

57. BALANCE

58. BALANCE

59. RE-USING
PRODUCTS
Concept: Colorless Coca Cola can by Ryan Harc
BALANCE

60. See the HomePro video
BALANCE

61. LONGING
FOR THE
NATURAL
PROCESS
More information on Ugly Foods
BALANCE

62. See the Bee Local video
BALANCE

63. SUMMARY
BALANCE
URGE FOR MORE CREATES A WORLD THAT IS
OUT OF BALANCE
BALANCE IN CONSUMPTION PATTERN IS GONE
AWARE OF WHAT WE THROW AWAY
LONGING FOR THE NATURAL PROCESS AND
‘IMPERFECT’ FOOD
BALANCE

64. Extravert / Change
TRENDCLUSTER ’13
FEEL
1. COLLABORATE
Life is a co-production
Me
We
Individual
Social
2. RESPECT
Focus on the ‘real thing’
3. ENRICH
From ‘MORE!’ to ‘BETTER’
4. BALANCE
Balance consumption patterns
5. FEEL
From ‘possessing’ to ‘experiencing’
Introvert / Conservative
Motivational frame of reference

65. “WE LIVE IN A
WONDERFUL TIME”
We are tired of all adversity. We read about it in the paper and see it on the
news. If we want to change the world we live in, passion and love for others is a
precondition. Celebrate creativity, that’s what brings us further. Enjoy being
alive and focus on the nice things that are being made. It’s not only about
knowing and possessing, it’s about experiencing!
FEEL

66. TIRED
OF
ADVERSITY
FEEL

67. See the Coca Cola ‘Security Cam’ video
FEEL

68. LONGING
FOR PEOPLE
WITH PASSION
FEEL

69. See Heineken’s ‘The Candidate’ video
FEEL

70. I WANT TO
FEEL I’M
ALIVE!
FEEL

71. See the Dance Pony Dance video
FEEL

72. FROM
POSSESING TO
EXPERIENCING
Speakeasies:
The Franklin Mortgage & Investment Co.
FEEL

73. FOCUS ON
THE NICE
THINGS
See the Artis Zoo video
FEEL

74. FEEL

75. See the Diet Coke video
FEEL

76. WHY FEEL
ASHAMED?
FEEL

77. CELEBRATE
CREATIVITY
See the Rijksmuseum ‘Our Heroes are back!’ video
FEEL

78. See the Absolut Unique video
FEEL

79. See the Strongbow Startcap video
FEEL

80. SUMMARY
FEEL
TIRED OF ALL ADVERSITY
LONGING FOR PEOPLE WITH PASSION
FROM ‘KNOWING’ AND POSSESSING TO
‘EXPERIENCING’
CELEBRATE CREATIVITY!
FOCUS ON ALL THE NICE THINGS BEING MADE!

81. SMALL.
THE NEW BIG
You have just been inspired by the CARTILS Trendcluster’13.
Please do contact our strategic team at CARTILS for more
information: strategy@cartils.com
Lianne van den Berg-Weitzel MSc, Strategy Director
Rik Olthof MSc, Brand Strategist
1. COLLABORATE
Life is a co-production
2. RESPECT
Focus on the ‘real thing’
3. ENRICH
From ‘MORE!’ to ‘BETTER’
4. BALANCE
Balance consumption patterns
5. FEEL
From ‘possessing’ to ‘experiencing’

82. SMALL.
THE NEW BIG
The images used in this presentation are screenshots or
other images that were available on the Internet. As such,
the copyright for them is most likely owned by the company
or corporation that produced it. For the composers of this
presentation it was impossible to retrieve all these copyright
owners and ask for permission to use the imagery. Images
.
are used purely to illustrate this observation of consumer
trends and were taken from publicly accessible sources.
If any party feels treated disrespectfully or abused by our
approach, please contact us at: strategy@cartils.com