Trend Report 2015

1. no place
like home
CKAOS TREND REPORT 2015

3. At an unprecedented time in history, both business and
consumers are facing some significant challenges together.
Much like in the story of ‘The Wizard of Oz’ there is concern
that what many believed to be true, is in fact an illusion.
There is a need to find a place to call
home, a place of belonging. Heroes
will emerge, truths will transpire and
tensions will surge. The tornado that is
2015 is set to take us on a journey.
What we are about to experience is
a gust of great change. The key to
success in 2015 and beyond is to
embrace the opportunities it brings and
allow ourselves to be swept away by
new possibilities whilst still honouring
the ways of old.
Due to the speed of current
technological and environmental
changes, consumer behaviour in 2015
may be contradictory and demanding.
An apparent lack of trust from the
consumer will lead to the need for
greater transparency and social
responsibility from the business sector.
The emergence of the peer-to-peer
movement has required business to
be more inclusive and honest with
their customers. Within this new
dynamic there is room for imperfection
(if a business is open about it) and
for growth (if the journey is shared
with the consumer).
The ‘teenage-parent’ relationship that
existed pre 2015 between buyer and
seller will settle into an ‘adult-adult’
relationship post 2015. This will require
a re-thinking of how business wants
to, and needs to, market themselves.
Consumers will seemingly reject
unethical and socially unaware
corporations. They will expect to be
engaged with a brand on an emotional,
social and ethical level in order to
consider a superficial purchase.
However, the seductive sparkle of
wealth, innovation and technology may
contravene with the consumer’s desire
for truth. The resulting conflict may
cause confusion, but this challenge
presents an opportunity for business
to develop a strong and engaged
personality for their brand.
The consumer is now more ‘we
oriented’ than ‘me oriented’ which
allows business to engage more
openly. Even though social and
ethical responsibility will be of great
importance in 2015, so will the notion
of playfulness, creativity, connection
and genuine dialogue.
A combination of the narrowing of
globalisation, a rising concern about
climate change, world water and
food shortages, rapidly developing
technologies and shrinking attention
spans may be the cause of this gust
of change. It needs to be embraced.
2015 may be the time that positive
action eclipses traditional ideologies
of power.
The yellow brick road is beckoning,
and so the journey begins...

4. key concepts for 2015
For informed marketers, business leaders and
consumers, there are a number of key concepts
that will become clear throughout 2015.

5. Sustainable living
Climate change will become an
inescapable reality in 2015 as we
are introduced to the concept of
climate change refugees, water
stressed regions, ocean acidification,
undermined land, marine eco-system
breakdowns, agricultural
failure and biodiversity loss.
Consequently, green technology and
alternative energy will pave the way
of the future and promote nostalgia
for tradition and nature. In a society
that on one hand is rapidly advancing
forward (in regards to technology),
and on the other swiftly deteriorating
(in regards to the environment),
sustainable living will continue on
an even, upward trend.
Breakthroughs in materials technology,
and genetic engineering, as well as
a focus on oil and gas research and
development will require multifaceted
thinking from consumers and
companies alike.
2015 may signal an era of unlearning
and a shift in focus to basic truths
within the newly quantified ‘us’. How we
consume and the value of food, water
and education will join the conversation
of sustainable living.
“ Oh, let us start for the
Emerald City tomorrow!”
– Dorothy*
Corporate responsibility
2015 may be the year for private
sector organisations to shine.
Companies will be called upon by
both the government and the public
to carry a new responsibility of
leadership.
A duty of care to the environment,
ethical and sustainable business
practice, along with social awareness
will determine success in 2015.
The ability to communicate transparently
and effectively with a diverse and often
non-traditional audience will be crucial
for a fluent transition into this role.
The not for profit sector will become
increasingly involved in assisting
corporations, the government and
consumers in adjusting to a high
standard of accountability as financial
regulation comes into review. The
sentiment for corporate responsibility
may be: ‘If we don’t work together,
we don’t work.’
“ True courage is in
facing danger when
you are afraid…”
– The Wizard of Oz*

6. The economy of wellbeing
Society has grown materially rich
over the last century yet our collective
wellbeing has retreated into poverty.
As soon as a fulfilment of basic needs
is met, economics loses its impact
on wellbeing.
Businesses that focus on internal
wellbeing as well as that of their clients,
customers or community, are likely
to achieve greater levels of success
in 2015, and beyond. The concept
of wellbeing centres around people’s
relationships, family and community,
and impacts on people’s happiness
in their workplace.
In Australia one million people are
experiencing depression and over
2.3 million of us are anxious. The
economy of wellbeing will value lifestyle
over money and see success measured
in health rather than numbers.
“ If Dorothy would only be
contented to live in the
Emerald City…we might
all be happy together.”
– Scarecrow*

7. Transparency
Transparency is an initiative that
requires commitment and follow
through. Consumers want to know
as much information as possible,
quickly.
Capturing people’s attention will be
the most valuable asset for any
business in 2015. Business should
also be wary of responding to data
without thoroughly understanding
the genuine needs of their audience.
Take the time and get to know
each other.
As a result of information overload,
business will be expected to show
leadership. They will need to
demonstrate that they can act on behalf
of the community with the best of
intentions, instead of simply focusing
on profit and loss.
An openly honest ‘humbug’ is now
infinitely more engaging than a person
hiding behind a big curtain.
“ You must keep your
promises to us!”
– Dorothy*
Privacy and security
Digital and cyber security will be a
talking point, particularly as the concept
of paper money will begin to be
phased out. Constant data gathering
and monitoring may also create a need
for ‘off the grid’ places and spaces
for consumers.
The great and powerful internet and
an ever-increasing dependence on
technological networks may leave
frameworks as vulnerable as they are
advanced. For every innovation used
for ‘good’, the opportunity will arise
to use it for ‘bad’. This antagonistic
technological landscape will pose
constant questions of ethics and
morality that may cause disharmony
and division within communities and
countries, as well as great pressure
from those feeling left behind.
“ I’m really a very good man,
but I’m a very bad Wizard,
I must admit.”
– The Wizard of Oz*

8. Smart, connected and
wearable technology
Rapid advancements in technology
will nimbly wing their way through to
every aspect of how we will live and
function in 2015. Integrating the human
experience into technology and vice
versa will change how we talk about it
and create it.
Assimilating technology into not just
our homes, but also our bodies and
faces will create a constant feeling
of connection. The worlds wealthiest
will have access to biotechnology
breakthroughs that will transform
perceptions of age, beauty, health,
and with that, retirement, lifestyle,
relationships and family. Materials
technology will give consumers the
ultimate personalised experience with
more and more control over their
body and their environment.
As globalisation contracts, so will
communities and subsequently
individuals through smart, connected,
wearable technology. Listen for whispers
of zero sized intelligence, artificial
intelligence, 3D technology, augmented
reality and dark networks in 2015.
“ Why are those needles
and pins sticking out of
your head?”
– Tinman*

9. The feminine
The feminine stereotype will be
challenged in 2015. Recognising
the value of the feminine will
open the door to social justice.
The role of women in society is
not a new topic, but new approaches
to women and their power will
be explored. The ‘f’ word will be
redefined and become relevant again.
It will resonate in the minds of young
women all around the planet.
The term ‘Womenomics’ will enter
our vocabulary to explain the balance
of financial control, as women own
more and more of a countries wealth.
This will cause a flow on effect for
many groups within society that have
been previously marginalised.
“ You don't need to be
helped any longer.
You’ve always had the
power to go back
to Kansas.”
– Glinda, the good witch^
East meets west meets east
The forced embrace of globalisation
has left states jostling for space.
Cuddled into every country is another’s
culture. Whilst this creates room for
unity it also aggravates tensions.
Alliances such as CRIMEA (the
Eurasian union) and Russia’s elevated
military spending will be topics of
conversation in 2015.
Meanwhile India and China’s enfolding
prosperity will filter though to food,
design, and fashion in the West.
It will be a tidal time as political power
struggles pull the people of states in
and out of amicability and agreement.
Water will be the new oil.
“ I will make a ladder, for
we certainly must climb
over the wall.”
– Tinman*

10. consumer desires
The truth, in real time
Ethical decisions
Socially responsible options
Honesty
Visual
Video
Graphical representation
Fewer words
The human experience
Imperfection
Connection
Intimacy and gratitude
Silence over noise
Quiet
‘Off the grid’
Unplugged space

12. events to watch
WEB 3.0
Web 3.0 is the next generation of
internet. Multiple searches will fade
fast into the past. More like a personal
assistant, with an uncanny knack of
pre-empting your needs, Web 3.0
will know your preferences, and act
accordingly.
Masdar City
A pioneer in sustainable living and
one of one of the few sustainable
cities on earth, Masdar City will serve
as a model to people seeking to live
with clean technology and renewable
energy whilst maintaining a high
standard of living. As we explore
ways of coping with climate change
and reducing the damage caused,
environmentally friendly living will be
at the forefront of lifestyle choices.
The restart of the
Hadron Collider
The Hadron Collider will reach it’s
maximum power in 2015. The world’s
largest machine, built to measure the
littlest particles is an accelerator that
may be able to explain the secrets
of the universe, such as how it began
in the first place.
The Milan Expo 2015
The theme for the 2015 Milan
Universal Exposition is ‘Feeding the
planet, energy for life.’ The theme
will address agricultural distress
and hunger. Held in Milan, the
expo expects to host 20,000,000
visitors with innovators and creators
participating from 144 countries
around the world.

14. archetypes of 2015

15. Dorothy: The Ordinary Hero
A positive outcome of the information
flow will be the opportunity for ordinary
people to do extraordinary things with
the support of their peers, as opposed
to their government. This movement may
centre on innovation, compassionate
practices and truth. People in support
of ‘breaking the moulds’ in all facets of
society and culture will be embraced
by followers, both locally and globally,
as a new type of idol emerges; they
will value imperfection, progression,
intimacy, ethics, information, corporate
responsibility, authenticity, genuine
dialogue and transparency. They are
well connected and value conscious.
Nurturers, champions, rescuers
and defenders, Dorothy will be
fundamental to 2015.
The Tin Man: The Savvy
Hungry for immediate information,
educated on his or her options and
technology, the Tin Man will value the
immediate now and participate with
technology in a highly involved manner.
The Tin Man responds to transparency,
smart technology, connection, tradition,
luxury, rituals and immediacy. They
are savvy, well connected and value
conscious.
Authoritarian and knowledgeable,
the Tin Man will be the sheltered
heart of 2015.
The Lion: The Maverick
The Lion is a maverick who will
embrace change. Look out for the
Lion in the grandma that spends the
kid’s inheritance or the ten-year-old
professor. The Lion will be the liberator,
and will respond to transparency,
ageless and timeless living, originality,
imperfection, authenticity, genuine
dialogue and silence over noise.
They are well connected and value
conscious.
Playful, imperfect and passionate,
the Lion will be the courageous free
spirit of 2015.

16. styles
Aunt Em & Uncle Henry
Nostalgic
Traditional
Solid
Practical
Simple
Glinda, the good witch
Ethereal
Fragile
Anonymous
Pale
Translucent
Magic
The Munchkin
Lush
Luxurious
Bleeding colour
Flowers
Richly earthy
The Wizard
Surrealist
Mixology
Hybrid
Lavish
Metallic

18. mega trends of 2015
Comic book heroes
Wearable technology
3D printing (houses, hearts and beyond)
1950’s vintage
Forever young
Bringing the outdoors in
Illustration, interaction, individualisation
The consummation of consumption
Gender selection
“ If we walk far enough,
I am sure we shall sometime
come to some place.”
– Dorothy*

21. ckaos
creative
kinetic
artistic
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Since 1995 Ckaos has provided
creative design solutions to businesses
that require expertise in the areas of
strategic marketing, merchandising,
advertising, promotion, activation and
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Ckaos retains a creative edge offering
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We believe creativity not only requires
visual excitement but should also be
intelligent and relevant to the client’s
needs.
+613 9670 2599
design@ckaos.com.au
ckaos.com.au
Contact us today to discuss your
strategic design requirements

22. References
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Stage of Life, accessed May 2014. www.stageoflife.com
Trend Tablet, accessed April 2014. www.trendtablet.com
Trend Hunter, accessed April 2014. www.trendhunter.com
The World Bank. Doing Business: An Independent Evaluation. Washington, DC:
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European Union. Accountability Report 2012: Review of Progress of the EU
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“Masdar City”, Mubadala, accessed March 2014. www.masdar.ae/en/#city/all
“The Universal Exposition Milan 2015”, accessed March 2014.
www.expo2015.org/en
Footnotes
* Frank L Baum, The Wonderful Wizard of Oz, New York: Penguin Classics),
Kindle edition.
^ The Wizard of Oz, 1939, Film. Directed by Victor FLEMING, USA, Metro
Goldwyn Meyer

23. “ There is no place like home.”
– Dorothy*