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Cannes International Festival of Creativity 2012


Trends for the
Near Future
Marian Salzman
What We’ll Cover
• Brief history of trends
• Then. Now. Next.

• Newscrafting the future
Brief history
of trends
(Will it be 20 years?)
1993
The death of the celebrity endorser.
1994   America
       is
       going
       online.
1995
Food
angst.
1998
Americanization is
not globalization.
1998
Glocalization.
1999
Millennium
Blue.
1999
Singletons.
1999

Internet
spying.
t ro s
2003
   2004   M xu l     and the angst
           Se        of maleness.
ging
     Blog
2004 going     m.
         strea
    main
2005
Sleep is the new sex.
2006 Brand sluts.
2007
Radical
transparency.
2007
Blue is the new green.
2007




       Local is
       the new
       global.
2008   The prime crisis.
2009
A
children’s
place.
2010
Cellphones
are the new
trans fats.
2011
Grey divorce.
2011 Water
    is
    the
    new
    oil.
2011
The new social
is antisocial.
2012 Let’s get REALLY competitive.
2012 Beached
     white
     males.
Then.
Now.
Next.
Marriage
Then: Straight people married
Now: Marriage gets delayed
Next: Partners marry or not
      depending on tax benefits
Religion




Then: Religion was declining
Now: Religion is the subtext of red vs. blue
Next: Modern forms of orthodoxy fill the void for many
Then: Consumers were loyal
Now: Consumers have discovered the joy of
	     sex with multiple “partners” (brands)
Next: Marketers seek monogomy in millennials
W   men




          Then: Women cooked the bacon,
          	     and maybe brought it home
          Now: Women bring home the bacon, fry it up, 	
          	     then go back to work in their home office
          Next: Women bring home the bacon, and more 	
          	     and more men will put it in the pan
Places
Then: Amsterdam
Now: Brooklyn
Next: Anywhere in
	     the Southwest
Branding   Then: Brands were solo
           Now: Brands are in bed with
           	     like-minded companions
           Next: Megabrands form and exploit
           	     the power of (more than) one
Workplace   Then: Work in an office
            Now: Work in a cloud
            Next: Work less, live more
Messaging


            Then: The medium is the message
            Now: The medium is in service to brands
            Next: The message is the medium
Money   Then: Cash in hand
        Now: Online banking
        Next: Smartphone payments
Privacy



          Then: I want my privacy
          Now: I want to tell you everything
          Next: I want to tell you everything,
          	     but leave me alone
Household   Then: June Cleaver
            Now: “The Real Housewives”
            Next: What’s a housewife?
Fear
Then: Fear over Communists and nukes
Now: Fear over anything and everything
Next: Fearless takes over to innovate and survive
Weather   Then: Earthquakes, tsunamis and Katrina
          Now: Extreme weather
          Next: Overheated planet
Finance
Then: Dull angst over savings
Now: Financial insecurity, rising
	     costs of healthcare; where did
	     my pension, life savings and
	     retirement plans go?
Next: Work until we die
Nuclear   Then: Nuclear annihilation as fear
          Now: Renewed hopes for nuclear energy
          Next: Nuclear errors
Cyber-Privacy
Then: Fear of Internet piracy
Now: Hope for Internet privacy,
	     fear of everything being
	     made public or hacked.
Next: Cyberpadlocks
Institutions   Then: Our institutions have failed us,
               	     mistrust of corporations and
               	     investment firms (Enron, Tyco, Madoff)
               Now: Clawbacks
               Next: Radical transparency
Corporations   Then: Corporate greed
               Now: Occupy movement
               Next: Backlash against the wealthy
               	     corporate executives themselves
Pets   Then: Blended puppies
       	
                                  like
             labradoodle became chic
       Now: Invent your own blended puppy
       	     (aka designer mutts), with owners
       	     sampling the DNA of the dogs
       Next: Pets being cloned to live forever
Gender
Then: Women on top
Now: Christian Grey puts men on top
Next: Power struggles to be on top
Green
Then: Only hippies were green
Now: Everyone is tired of everything green
Next: Green goes beyond mainstream 	 the
power of (more than) one
News
Then: News broke by coming to
	      attention of the nearest
	      wire service
Now: News breaks by coming to
	     the attention of someone
	     with a Twitter account
Next: • • •
Looking forward:
Newscrafting
the futureFor brands and causes, the essential value of
          public relations is increasingly coming from its
          ability to master the changing forms of news as
          traditional and social media intertwine. PR firms
          have a massive opportunity to go way beyond
          the old practice of pitching the news to become
          masters of newscrafting for our clients—a mix
          of putting out routine news in more compelling
          ways, creating news opportunities and coattailing
          relevant breaking news.
Real-time newscrafting
       We’re all making news as we’re consuming it, and this leads to an
       adrenaline-rushed world where all news seems to be breaking—
       even if it’s hard for everything to be happening simultaneously,
       in a frenzy, with epic implications for the masses.

       We’ve also all become narrowcasters, sharing the news we care
       about with the people we touch: our fans, friends and followers.
       We call this mycasting.

       The multiplicity of “my” viewpoints being heard
       on new channels is impressive.
Trends for the Near Future

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Trends for the Near Future

  • 1. Cannes International Festival of Creativity 2012 Trends for the Near Future Marian Salzman
  • 2. What We’ll Cover • Brief history of trends • Then. Now. Next. • Newscrafting the future
  • 3. Brief history of trends (Will it be 20 years?)
  • 4. 1993 The death of the celebrity endorser.
  • 5. 1994 America is going online.
  • 12. t ro s 2003 2004 M xu l and the angst Se of maleness.
  • 13. ging Blog 2004 going m. strea main
  • 14. 2005 Sleep is the new sex.
  • 17. 2007 Blue is the new green.
  • 18. 2007 Local is the new global.
  • 19. 2008 The prime crisis.
  • 23. 2011 Water is the new oil.
  • 24. 2011 The new social is antisocial.
  • 25. 2012 Let’s get REALLY competitive.
  • 26. 2012 Beached white males.
  • 28. Marriage Then: Straight people married Now: Marriage gets delayed Next: Partners marry or not depending on tax benefits
  • 29. Religion Then: Religion was declining Now: Religion is the subtext of red vs. blue Next: Modern forms of orthodoxy fill the void for many
  • 30. Then: Consumers were loyal Now: Consumers have discovered the joy of sex with multiple “partners” (brands) Next: Marketers seek monogomy in millennials
  • 31. W men Then: Women cooked the bacon, and maybe brought it home Now: Women bring home the bacon, fry it up, then go back to work in their home office Next: Women bring home the bacon, and more and more men will put it in the pan
  • 32. Places Then: Amsterdam Now: Brooklyn Next: Anywhere in the Southwest
  • 33. Branding Then: Brands were solo Now: Brands are in bed with like-minded companions Next: Megabrands form and exploit the power of (more than) one
  • 34. Workplace Then: Work in an office Now: Work in a cloud Next: Work less, live more
  • 35. Messaging Then: The medium is the message Now: The medium is in service to brands Next: The message is the medium
  • 36. Money Then: Cash in hand Now: Online banking Next: Smartphone payments
  • 37. Privacy Then: I want my privacy Now: I want to tell you everything Next: I want to tell you everything, but leave me alone
  • 38. Household Then: June Cleaver Now: “The Real Housewives” Next: What’s a housewife?
  • 39. Fear Then: Fear over Communists and nukes Now: Fear over anything and everything Next: Fearless takes over to innovate and survive
  • 40. Weather Then: Earthquakes, tsunamis and Katrina Now: Extreme weather Next: Overheated planet
  • 41. Finance Then: Dull angst over savings Now: Financial insecurity, rising costs of healthcare; where did my pension, life savings and retirement plans go? Next: Work until we die
  • 42. Nuclear Then: Nuclear annihilation as fear Now: Renewed hopes for nuclear energy Next: Nuclear errors
  • 43. Cyber-Privacy Then: Fear of Internet piracy Now: Hope for Internet privacy, fear of everything being made public or hacked. Next: Cyberpadlocks
  • 44. Institutions Then: Our institutions have failed us, mistrust of corporations and investment firms (Enron, Tyco, Madoff) Now: Clawbacks Next: Radical transparency
  • 45. Corporations Then: Corporate greed Now: Occupy movement Next: Backlash against the wealthy corporate executives themselves
  • 46. Pets Then: Blended puppies like labradoodle became chic Now: Invent your own blended puppy (aka designer mutts), with owners sampling the DNA of the dogs Next: Pets being cloned to live forever
  • 47. Gender Then: Women on top Now: Christian Grey puts men on top Next: Power struggles to be on top
  • 48. Green Then: Only hippies were green Now: Everyone is tired of everything green Next: Green goes beyond mainstream the power of (more than) one
  • 49. News Then: News broke by coming to attention of the nearest wire service Now: News breaks by coming to the attention of someone with a Twitter account Next: • • •
  • 50. Looking forward: Newscrafting the futureFor brands and causes, the essential value of public relations is increasingly coming from its ability to master the changing forms of news as traditional and social media intertwine. PR firms have a massive opportunity to go way beyond the old practice of pitching the news to become masters of newscrafting for our clients—a mix of putting out routine news in more compelling ways, creating news opportunities and coattailing relevant breaking news.
  • 51. Real-time newscrafting We’re all making news as we’re consuming it, and this leads to an adrenaline-rushed world where all news seems to be breaking— even if it’s hard for everything to be happening simultaneously, in a frenzy, with epic implications for the masses. We’ve also all become narrowcasters, sharing the news we care about with the people we touch: our fans, friends and followers. We call this mycasting. The multiplicity of “my” viewpoints being heard on new channels is impressive.