keeping

TABS
{ Trends + Anthropology + Brands + Strategy
{

September 2010
Welcome Thanks to:
CREDITS

Chris Arnold, Joel Backaler, Barrie Barton,

Marco Bevolo, Lori Bitter, Fiona Buckland,
Amitava Chattopadhyay, Elizabeth Churchill,
Lars Cosh-Ishii, Nic Crowe, Glynn Davis,
Krystal D’Costa, Marc De’ath, Jason Della
Welcome to Canvas8’s keeping TABS, a biannual summary of the most important trends and Rocca, Christy Dena, Sara Diamond, Tom
drivers currently influencing global consumer culture written for an audience of brands and ad Doctoroff, Kristina Dryza, Alex Gordon, Dale
agencies. Herigstad, David Jennings, Toby Kay, Daniela
Krautsack, Meena Kadri, Ramsey Khoury,
We’re aware that most of you will be familiar with some of this content. The purpose of keeping Gerd Leonhard, Trevor Lloyd-Jones, Andrew
TABS is not to sketch out crystal ball predictions, but to put the last six months of global culture Losowsky, Brian Merchant, Kate Mew, Monocle,
into a usable context. Whilst we first identified some of these trends over six months ago, they Alan Moore, Don Norman, David North, Daniel
nevertheless continue to have a profound impact on global behaviour. Nye Griffiths, Clay Parker Jones, Neil Perkin,
Joseph B. Pine, Ruby Pseudo, PSFK, Mary Lou
We’ve trawled academic journals, panned the gold from hundreds of pop culture and industry Quinlan, John Ryan, Jean-Robert Saintil, Marian
blogs, and probed the minds of globally recognised Thought Leaders before stepping back and Salzman, Mandy Saven, Baba Shiv, Arvind
piecing it all together. The map on the following page is the result of this analysis. Singhal, Michael Solomon, Ysanne Spevack,
Springwise, Luciana Stein, Ed Stocker, Danny
Each of the TABS is supported by case studies, statistics and the consumer groups most Taewoo Kim, TED, Ana Terzi, Trendwatching,
affected; we’ve described mindsets where possible, but good old-fashioned demographics are Fabrizio Valente, Mark Vanderbeeken, Ilya
often used for clarity’s sake. All external sources along with some excellent further reading can Vedrashko, Sheila Wan, Richard Watson,
be found at the back. And finally, the Scrapbook: for all the other interesting bits which aren’t WGSN, WIRED, Faris Yakob, Mio Yamada.
quite TABS yet.
DESIGN
I hope you draw as much inspiration from reading this document as we have in putting it by Margherita Gaffarelli
together. Prod it, pass it around and scribble on it – and please do let us know what you think: www.apricot-juice.com/meg
keepingtabs@canvas8.com

Warmest wishes,

Debbi Evans,
Canvas8 Editor

2
Contents
2 Welcome
4 TABS Map
5 Mass Customisation
7 Simple Interfaces
9 Brand Me
11 Codes of Conduct
13 Informed Consumerism
15 Natural Mindset
17 Sustainable Capitalism
19 Hyperawareness of Health
21 Social Participation
23 Attention Economy
25 Rising Social Conscience
27 Mobile Living
29 Hyperlocalisation
31 True Stories
33 Privacy and Control
35 Neo-tribalism
37 Collaborative Living and Working
39 Slow
41 East/West
43 Blended Reality
45 Scrapbook
46 Explore
51 About Canvas8
 TABS Map
TABS

Mass Rising Social

Customisation Conscience

Simple Mobile
Interfaces Living

Brand Me Hyperlocalisation

Codes True Stories

of Conduct

Informed Privacy and

Consumerism Control

Natural
Neo-tribalism
Mindset

Sustainable Collaborative
Capitalism Living and Working

Hyperawareness Slow
of Health

Social East/West
Participation

Attention Blended
Economy Reality

Related to

CONTENTS 4
 Mass Customisation WHAT ARE THE SIGNS?

CHOCOMIZE ADIDAS SYO

TESCO MOBILE SHOPPING APP
ME & GOJI NETFLIX BUILD-A-BEAR
RED MOON PET FOOD SHOEDAZZLE
WHAT IS IT? BUILDABRAND DESIGN A TEA
The mass market approach of considering If you travel on business, you want one PANDORA.COM GRANNIES INC.
consumers as a homogenous group is truly thing from the airline, the hotel, the BENE FURNITURE GHOSTLY DISCOVERY
over. People approach brands differently each rental car company, the restaurants you NIKE iD JIBBITZ ‘MY DENIM, MY MUSIC’
time they interact with them – their personal frequent, and so forth. Bring your MSI FX600 LAPTOP
moods, mindsets, experiences are constantly spouse with you, and suddenly
in a state of flux, as are their needs and all of those requirements
expectations. change. Bring the kids along,
and they change again.

WHO IS IT IMPACTING?
WHERE IS THE TREND
Technologically advanced and Joseph B. Pine, IN ITS LIFECYCLE?
interested Gen X and Gen Y Author of Mass Customization:
the new frontier in business competition
PEAK

Phase
HOW HAS IT BEEN DEVELOPING?
Brands are finally moving away from demographics; consumers are being targeted in their transient, flighty need states (but
importantly, 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 shape
each product for themselves. Blank canvases can be intimidating: giving people accessible tools to personalise their products has Time
tipped this growing trend into the mainstream.
not a new concept but in revival with mobile

RELATED TRENDS
Consumers would pay The value of
Moonpig*
67%
WHERE IS IT up to
HAPPENING?
Globally 100% MORE
Privacy and Control Simple Interfaces

for a customised product 2009 2010

*the online personalised

greetings card service Brand Me Slow

CONTENTS 5
 On Canvas8
Mass Customisation

REPORT 17/07/2009 FOCUS 01/03/2010

Variable service makes constant customers Ponoko

Universal, fixed design and prescribed service models may appear to reinforce brand identity - By enabling creators to connect directly with the closest local fabricators, Ponoko promotes the
but such predictability can be uninspiring. The key to an exceptional customer experience, says localisation and democratisation of the manufacturing process and taps into a revived interest
Kristina Dryza, lies in variability. for DIY design.

LEADERS 20/10/2009 FOCUS 12/02/2010

Mass customisation: you never step into the same river twice [me] & goji
With choice fatigue, an expectation of personalised service and the changing needs of every [me] & goji are a small artisan company creating custom blends of breakfast cereal. The broad
individual from moment to moment, how can brands cater to consumers, stand apart in a appeal of this seemingly niche product is testament to the consumer desire for personalised
crowded market and watch their costs? Thought Leader Joe Pine has the answer. goods with expert personality.

FOCUS 07/09/2009 FOCUS 14/09/2010

Customised retail 4Food

What can retailers do to attract their target demographic? Glynn Davis explores how brands are 4Food is a chain of healthy, natural and customisable fast-food restaurants. New Yorkers can
adapting stores in Germany and the UK, but cautions against alienating potential customers with fully customise their (locally-sourced) burger online, or using the iPad menus, and promote it via
too niche an offering. social networks in exchange for discounts.

READ MORE

CONTENTS 6
 Simple Interfaces WHAT ARE THE SIGNS?

ING DIRECT RED MARKET

GOOGLE DASHBOARD VAGE

KINDLE PEEK TWIFFICIENCY

WHAT IS IT? FONYOU BANK SIMPLE

Presented with a myriad of options, APPLE iPHONE AND iPAD

consumers are suffering from choice fatigue. TEXT 2.0
SIXTH SENSE
People are making decisions to help them People do not want simplicity – what they really
simplify and streamline their lives, spurred THE EYE BY DoCoMo BMW iDRIVE
want is understanding. People don’t want to give
on by economic austerity. The Simple trend up the power. What they are against is
is about intuitive interfaces and complex being confused.
filters. It is not about ‘basic’.

WHO IS IT IMPACTING? Don Norman,

Co-founder of Nielsen Norman Group WHERE IS THE TREND
Everyone in developed nations and former VP, Apple IN ITS LIFECYCLE?
where pressure to ‘know more’ is high
(Gen X, GenY)

Phase
PLATEAU
HOW HAS IT BEEN DEVELOPING?
Simple means giving people the tools to help them reassess
their priorities and understanding that these priorities will
differ between customers. The Simple trend is most evident in
the development of technology products, but can also be used SIX EIGHT-STUD
SIX EIGHT-STUD Time

to shape creative thinking. Brands (particularly in the technology LEGO BRICKS

LEGO BRICKS
sector) are starting to provide clearly presented, easily digestible
information to help consumers make informed decisions. Simple is can be
can be rearranged
rearranged into
into
about manageability, limited options, streamlining and ease of use: RELATED TRENDS
making form and function work together.

WHERE IS IT
HAPPENING? Slow Privacy and Control Blended Reality

The developed world, where choice is

abundant and consumers are overloaded different combinations
with complex information
Mass Informed Mobile Living
Customisation Consumerism

CONTENTS 7
 On Canvas8
Simple Interfaces

REPORT 05/03/2010 FOCUS 04/08/2010

Is that a tastemaker in your pocket? Mobile and filtering fonYou

As the gatekeeper to the mass of data and applications, smartphones are the multitasking, fonYou is an award-winning Spanish mobile telephony brand which offers users a useful and
multipurpose widget of the present and the future. Ilya Vedrashko explores the ways mobile innovative way of managing all their mobile phone activity, rather than just bills, from one place
technology can manage and filter the vast amounts of content available. on the web.

REPORT 08/09/2010 FOCUS 29/07/2010

Don Norman: Living with Complexity PILO: location, filters and relevance
Don Norman, one of Business Week’s ‘27 Most Influential Designers’, talks about the role of PILO is a Swedish prototype location service with more relevant filtering than its predecessors,
design in communicating complexity, not complication, and the importance of playfulness. tracking mobile user movements over time to build up patterns. However, early tests raise some
issues around commercial opportunity.

REPORT 28/09/2009 FOCUS 26/08/2010

The rise of simple tech A Bit More

While companies such as Apple and Microsoft are vying to create the ultimate one-stop device, Breville’s toasters have a unique feature that is becoming a usability design classic. The ‘A Bit
Canvas8 tracks the rise of simple tech at the other end of the market; a curiously thriving More’ button solves a problem so simple and obvious it needs no explanation. In fact, many cite
segment where excess features are not an option. it as the primary reason for purchase.

READ MORE

CONTENTS 8
 Brand Me WHAT ARE THE SIGNS?

FLATTR WHUFFIE BANK

FARMVILLE TRACTOR SALES
MYSPACE LAYOUTS FACEBOOK ‘LIKE’
HANGING OUT AT THE MAC STORE
WHAT IS IT?
The relationship one has with friends is BRAND TATTOOS MYBRANDZ.COM
Individuals are more aware of their image about history and personal heritage, and CLAUDIA ROGGE’S ‘HUMAN PATTERNS’
and social media has put control firmly in about experiences, and in this online space
their hands. Whether for commercial or COLLEGE STUDENTS
‘brand me’ or ‘brand us’ will become a ‘ICING’ EACH OTHER
social purposes they carefully curate and relationship of friendship as well as
optimise their personal image across a commercial transaction.
BUILDABRAND
multitude of channels. In an increasingly
participatory society, social currency plays a key role – it’s not just
about peer reviews of products, it’s about peer reviews of peers.
People ‘like’ brands – but they are no longer ‘fans’. Brand Me links
Dr. Alex Gordon,
closely to We Are All Media (see Scrapbook).
Semiotician, Founder of Sign Salad and
Canvas8 Thought Leader WHERE IS THE TREND
WHO IS IT IMPACTING? IN ITS LIFECYCLE?
WHERE IS IT
Tweens Teens Twentysomethings
HAPPENING? PEAK

Phase
Asia, Europe, South America,
USA
HOW HAS IT BEEN DEVELOPING?
Always-on connectivity and instant status updates via handsets make the management of Brand Me a full time consideration. The
Time
introduction 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 demonstrating
expertise or cool. Brands who enable this communication, or share the values people seek to project, will be chosen to represent them.

RELATED TRENDS
The average facebook user
The Chinese 2 billion
since 2008
is connected to
spent tweets
More than
The UK spent
$5bn over 1billion 320,000 80
.me names
tweets
$800 Social
Participation
Codes of Conduct Privacy and Control

on virtual goods in 2009

d million
have been registered,
a making it the fastest selling
top level domain ever
community pages,
groups and events Neo-tribalism Mass True Stories
December 2009 May 2010 Customisation

CONTENTS 9
 On Canvas8
Brand Me

REPORT 20/09/2010 FOCUS 26/01/2010

Moderating Brand Me: why Facebook fails us The Whuffie Bank

New social networks Diaspora and Hibe counteract the blanket approach to Brand Me found on The Whuffie Bank has launched a new currency based on reputation with the aim of rewarding
Facebook. Jenny Winfield dissects the components of online identity and explains why a faceted creative and favourable online behaviour. The non-profit company was recognized as one of the
approach to social networks is long overdue. 50 most innovative startups in 2009 by TechCrunch.

REPORT 22/03/2010 FOCUS 15/07/2010

Beyond Facebook: social networking trends in Brazil, India and China Flattr
A recent map of social networks reveals the spread of the US giant. But in some territories, ‘You have to give to get’. So preaches Flattr, the Swedish peer micropayment system from
other networks cling resolutely to their user stronghold. Is this mere chance, or does it tell us former Pirate Bay chief Peter Sunde. It’s still in beta, but gaining traction - most recently with two
something about cultural preferences? major German newspapers.

LEADERS 20/01/2010 FOCUS 02/09/2010

Digital identity management – what is reality and why should we care? Buildabrand
Image matters. And as the once-exclusive tools of impression management filter out to the digital Buildabrand is a service offering businesses of all sizes, and individuals, the ability to create
masses, Michael Solomon documents some emerging behavioural strands and their potential a brand from scratch. It taps into mainstream awareness of personal branding as a result of
impact on brand messaging, both on and offline. exposure to marketing messages.

READ MORE

CONTENTS 10
 Codes of Conduct WHAT ARE THE SIGNS?

TROLLING SEXTING POST SECRET

TOKYO METRO ‘DO IT AT HOME’
SURGING POPULARITY
OF HERITAGE BRANDS
GERTRUDE AND ALICE’S HOMELY
WHAT IS IT? SYDNEY BOOKSHOP
Physical codes of conduct, initially mimicked There’s no doubt in my mind that kindness PENGUIN CLASSICS SALES
online, are being modified in the digital space is the new currency. As life becomes DDB’S GROWN-UP PLAYLAND
tougher, which I’m afraid it’s going to do, FOR McDONALD’S
and impacting real-world behaviour, which
being generous to your fellow man will PRINGLES TMI OVERSHARERS CAMPAIGN
has become noticeably more playful and open.
keep the world afloat. CHAT ROULETTE MEIN MAGAZINE
As online activity is increasingly recognised as
VIRGIN’S PHONE ETIQUETTE
part of Brand Me, people are improving their
DR. PEPPER STATUS
digital etiquette. TAKEOVER

Eugenie Harvey,
WHO IS IT IMPACTING? Founder of WeAreWhatWeDo and 10:10

particularly WHERE IS THE TREND

All internet WHERE IS IT
users Gen Y and Boomers IN ITS LIFECYCLE?
HAPPENING?
Globally, particularly in more Westernised
societies where social sharing is rife
HOW HAS IT BEEN DEVELOPING?

Phase
Gen Y are comfortable revealing personal thoughts, feelings and opinions online, but are increasingly judicious in how they are STRONG
accessed - particularly now that so many parents are online. People post visual proof of activity rather than statements of intent, GROWTH
negating the need for ‘shouty’ updates. Brand spaces are increasingly soft and familial and there’s a renewed respect for ‘proper’
manners. Being outspoken and opinionated is the new norm, but there’s a palpable awareness that rudeness can leave indelible traces
Time
on reputation.

in 2009 32% RELATED TRENDS

75%
of people regret something
they’ve posted online.

23% of American Sales of This rises to

of people adults Penguin classics
59% 54% Privacy and Control Social
Participation

have used the anonymity of the web to

lash out at companies or brands think the population
is getting less civilised experienced DOUBLE DIGIT GROWTH
Brand Me Rising Social Blended Reality
iPhone users under 25s Conscience

CONTENTS 11
 On Canvas8
Codes of Conduct

REPORT 16/04/2010 FOCUS 31/03/2010

Manners maketh a market The Apology Line

Last year, in the midst of a global recession which brought unemployment and foreclosure in its The Apology Line is an experimental art project: a freephone number that people can call to
wake, Penguin Classics’ sales were their best ever in every territory. Fiona Buckland wonders leave an anonymous confession. After massive interest from the UK public, the artists now want
why. to expand the concept to the US.

REPORT 08/02/2010 FOCUS 17/02/2010

Public by default ChatRoulette

Attitudes to privacy have evolved along with the explosion in social media, and the resulting The website ChatRoulette, which connects strangers randomly across the globe, has become a
interplay reflects the maturation of a new, informed kind of trust that rests on mutual exchange of sensation. Its lack of regulation exposes online social behaviour in its rawest form.
information between consumers and brands.

REPORT 19/04/2010 FOCUS 20/09/2010

The ignorance industry: hysterical or horrifying? Center of Phone Etiquette

In an era of information overload, ‘outrageous and provocative’ virals can help brands cut Please Shut Up is a website on a mission to save us from the horrors of bad mobile phone
through the clutter. At the same time audiences may find these high-risk, high reward brand etiquette, offering people a place to vent anger, name and shame offenders and establish a
strategies either ‘hysterical or horrifying.’ recognised code of conduct.

READ MORE

CONTENTS 12
 Informed Consumerism WHAT ARE THE SIGNS?

SMART ENERGY METERS

PEER-TO-PEER INFORMATION SHARING
DAYTUM WHEREISMYMILKFROM
SAFEWAY FOOD FLEX
WHAT IS IT? GOOGLE GOGGLES SHOPSAVVY
People are looking to make increasingly There will be more ‘e-breed’ customers, YELP STICKYBITS ECO INDEX
informed (but crucially, not always rational) which means that the same customer might
TOKYO’S N BUILDING
do very deep informed research for some
decisions both prior to and at point of sale. TESCO FINDER APP TALES OF THINGS
products, but make very impulsive
For brands, providing comparative analysis NUTRICATE RECEIPTS
decisions for others according to their
and transparent information creates trust and
personal preferences and situation. FRITO LAY CHIP TRACKER
generates goodwill.

Fabrizio Valente,
WHO IS IT IMPACTING? Retail consultant and CEO, KikiLab
Those who Those who WHERE IS THE TREND
believe in an participate in it
open information WHERE IS IT IN ITS LIFECYCLE?
despite reservations
economy (Gen X and Gen Y) HAPPENING?
Globally – more economically and
technologically developed nations PEAK
HOW HAS IT BEEN DEVELOPING?

Phase
What began as a way for businesses to boast of eco credentials has set a global retail agenda, and consumers want to know
more both about the products they’re buying and the brands they’re 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 software Time
enables smarter filtering for relevance and proximity. People rely on peer product reviews – and trust in non-branded aggregators of
information is building. spreading with smartphones

Approximately RELATED TRENDS

up from
92% of consumers During Xmas 2009
20%
45% 43%
40%
value their
own research over pers
of shop
abandoned
of smartphone
owners Hyperlocalisation Simple Interfaces Slow Natural Mindset
a sales person’s advice
purchases when
unts
coupons or disco look at third-party or consumer reviews
couldn’t be easily of a product while in store
obtained.
look for retailer
Hyperawareness Rising Social Mobile Living True Stories
2008 or product coupons of Health Conscience

CONTENTS 13
 On Canvas8
Informed Consumerism

LEADERS 14/07/2010 FOCUS 30/07/2010

Bricks and Clicks: delving into inline retail strategy The Eco Index
There’s a false dichotomy between e-tail and retail. Building on Mandy Saven’s recent report, A major consortium of brands and retailers are getting together to agree a universal eco labelling
Michael Solomon takes a closer look at the mechanics of shopper interaction and technology’s standard for apparel, which takes the entire product lifecycle – including marketing – into
potential in the purchase process. consideration. Why have no luxury labels signed up?

LEADERS 19/05/2010 FOCUS 09/06/2010

Get inline: new retail technology and geolocation Interactive W Magazine

In part two of her report, Mandy Saven unearths the most inspiring and innovative stores Luxury magazine W’s first Shopping Issue in April 2010 had fully interactive mobile ads running
incorporating new technologies into their brand experience. Be wary, she concludes, that throughout, supported by an extensive outdoor campaign in affluent New York City.
strategies provide depth and utility as well as wow factor.

FOCUS 18/12/2009 FOCUS 03/09/2010

N Building Frito-Lay Chip Tracker

In a new project, the facade of the commercial N Building in Tokyo has been covered in QR In the US, Lay’s crisps are grown and produced locally. To highlight this, PepsiCo created the
codes, which can be unlocked with a simple iPhone app to receive up-to-date information on ‘Frito-Lay Chip Tracker’, which allows customers to trace the origins of their beloved snack.
stores inside.

READ MORE

CONTENTS 14
 Natural Mindset WHAT ARE THE SIGNS?

BIOMIMICRY IN PRODUCT DESIGN

GEOX ‘BREATHING’ BUILDING
R&SIE ARCHITECTS
TERRARIUM TREND
WHAT IS IT? SNOG, MARRY, AVOID?
Natural and additive-free have become ‘STRAIGHT EDGE’ YOUTH
A stringent avoidance of the artificial in all
part of the consumer’s health and NATURAL & HOLISTIC
walks of life, seeking out experiences and
wellness vocabulary, and we’re HEALTH REMEDIES
products with a definitive, plausible origin
seeing growth in every category. GLAMPING
(rooted in nature or science), being engaged
The natural trend is here to stay. RFID AUTHENTICATION OF WINE
at a higher level and compelled to act within
the boundaries of truthfulness and honesty. NATURAL PET FOOD
KAREN MAGAZINE
David Jago,
Director of Innovation and Insight, Mintel
WHO IS IT IMPACTING?
Everyone who is frustrated by transient, WHERE IS THE TREND
fake interactions and experiences WHERE IS IT IN ITS LIFECYCLE?
HAPPENING?
Asia, North America, UK as a backlash
against ‘plastic’ culture

Phase
HOW HAS IT BEEN DEVELOPING? STRONG
GROWTH
Consumer choice and spend is being reassessed. Social kudos can be gained by living less consumptively and developing an
interest 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 the Time
natural world in terms of functionality and aesthetics.

1
Use of the words The total number of
RELATED TRENDS
to cosmetic surgery
grew from 5,705
pure purely procedures
3,013 decreased by 9%
purity
Rising Social Hyperawareness Informed
Year-on-Year Conscience of Health Consumerism

in 2009

on consumer food 2008 2009

produts in the USA in the USA Hyperlocalisation Sustainable True Stories
Capitalism

CONTENTS 15
 On Canvas8
Natural Mindset

REPORT 11/11/2009 FOCUS 03/07/2009

Consuming beauty: the nutricosmetics market Growing local, foraging and the rise of the co-op
The burgeoning field of nutricosmetics looks set to gain considerable traction in Western and Consumers of organic food are loathe to give it up, regardless of cost. What this means, says
emerging markets. Two industry experts identify the consumer drive behind the trend and outline Ysanne Spevack, is the rebirth of resourcefulness in the US and UK: growing your own, foraging,
the opportunities for brands. and co-op schemes with friends and neighbours.

LEADERS 12/05/2010 BLOGHUNTER 22/10/2009

Brazilian luxury goes back to nature Pepsi Raw

From architecture to art and travel to food; some of the Brazilian upper classes are now looking Pepsi UK has stepped up in the soda wars with its new drink – Pepsi Raw. According to the
for a less polished type of sophistication. Trend expert Luciana Stein investigates the behavioural company, it has dropped artificial preservatives and sweeteners and is made from natural
and economic drivers behind this shift. sources such as apple extract, plain caramel coloring and tartaric acid from grapes.

FOCUS 18/12/2009 FOCUS 15/06/2010

The anti-label label Twig Terrariums, and other small worlds

First Starbucks went local and now clothing is turning away from brand-heavy slogans and New York’s Twig Terrariums make tiny worlds full of whimsy and humour. Beyond their role as
towards a discreet and logo-less aesthetic. What consequences could this pattern have for the a memoir of nature, however, these miniatures also touch upon underlying trends in both the
brands and the brand name cachet? consumer and business psyche.

READ MORE

CONTENTS 16
 Sustainable Capitalism WHAT ARE THE SIGNS?

PUMA’S CLEVER LITTLE BAG

UPS’S GPS REPROGRAMMING
SLIM CHAMPAGNE BOTTLES
STELLA ARTOIS’ BOTTLE REDESIGN
WHAT IS IT? MARKS & SPENCER EGG TRACKER
FRITO-LAY CHIP TRACKER
The creation of a business model that SUN CHIPS ECO PACKAGING
understands and respects the triple bottom Doing good is good business. This
THE WALMART SUSTAINABILITY INDEX
line of people, planet and profit. It is about is not about charity or altruism. This
CONSPIRACY FOR GOOD
responsibility and longevity.
Sustainable is about doing something that is
CHINA’S SUSTAINABLE ENERGY PROGRAMME
Capitalism’s watershed moment came in effective and efficient.
SAINSBURY’S KEEPING BEES
2006 with Al Gore’s Oscar-winning An CHINA’S DONGTAN ECO-CITY
Inconvenient Truth and has accelerated through the recent economic COLALIFE KARMA CUP COOP WINE
recession and people’s increasing desire to do something inherently Sir Martin Sorrell,
good and ‘right’. Chief Executive Officer of WPP Group

WHO IS IT IMPACTING?
WHERE IS THE TREND
Everyone - developed and WHERE IS IT IN ITS LIFECYCLE?
developing nations alike 
 HAPPENING?
Globally


Phase
HOW HAS IT BEEN DEVELOPING?
STRONG
The economic downturn has meant people now expect major multinationals to do what they, as individuals, can’t afford to make
GROWTH
happen, and on a scale that they can’t 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 businesses
to demonstrate values, not just claim their alliances. Time

2
RELATED TRENDS
The Chinese government There are 35% of consumers
have laid out a
6,172,8220 say they will spend
more on ‘green’
in the coming year
US$585bn citizens of Hopenhagen
def. Hyperlocalisation Natural Mindset

d plan to invest in
a movement set up around the 2009
COP 15 conference to unite nations
with hope for policy change
low carbon technologies
Social Rising Social True Stories
Participation Conscience

CONTENTS 17
 On Canvas8
Sustainable Capitalism

LEADERS 24/03/2010 FOCUS 08/07/2010

CSR from an Indian perspective Panera Cares Café

The Indian economy is poised to grow on a strong, sustained basis for years to come: it is time Panera is a bakery and café with 1400 outlets across America. In May they made the decision to
for a new look at corporate social responsibility. In the context of current and future challenges, trial a not-for-profit model within one branch. The Panera Cares Café is so successful that they
how do young Indian consumers see CSR? are now extending the strategy to two new locations.

REPORT 19/03/2010 FOCUS 10/06/2010

Embracing the new philanthropy SunChips eco packaging

In spite of good intentions, consumers value cost savings over planet saving, and they expect PepsiCo have replaced their SunChips packaging with 100% compostable material. While
major multinational companies to do what they can’t. customers have criticised the new packaging for being ‘less tactile’ and ‘too noisy’, others have
lauded PepsiCo as pioneers.

FOCUS 01/07/2010 FOCUS 22/03/2010

Karma Cup ColaLife

The annual BetaCup Challenge seeks to uncover creative ways of reducing paper cup ColaLife is an initiative which aims to use Coca Cola’s far-reaching global distribution to carry
consumption. This year’s winner, Karma Cup, not only eliminates the cup entirely, but gives you ‘social products’ such as oral rehydration salts and medicines to developing countries.
an incentive to do so: the possibility of free coffee.

READ MORE

CONTENTS 18
 Hyperawareness of Health WHAT ARE THE SIGNS?

MEDWATCH HEALTH APPS

SENIORBRIDGE SKYPE VIDEO

CONSULTATIONS FOR ELDERS
WEBMD.COM CURETOGETHER
WHAT IS IT? PEPSICO NUTRITION LAB HEALCAM
The ability for people to test themselves
The popularity of organic food, holistic living IMPLANTABLE ANTENNA FOR MONITORING
effectively will change the healthcare IN-VIVO CHEMICAL REACTIONS
and attention to personal mental health has industry. Focus will be taken away from
sharpened individual focus on daily wellbeing, HEART ATTACK GRILL PATIENTSLIKEME.COM
in-clinic testing and placed upon
fuelled by mobile monitoring apps and access LE WHIF THISISWHYYOUREFAT.COM
self-analysis.
to like-minded communities online. At the MAPPINESS THECARROT.COM
most basic level, people want to know what 23ANDME BIOINFORMATICS.ORG
they’re consuming and what impact it will have on their health, as an Piers Fawkes, MICROSOFT HEALTH VAULT
extension of Informed Consumerism and Natural Mindset. President, PSFK

WHO IS IT IMPACTING? WHERE IS THE TREND

WHERE IS IT IN ITS LIFECYCLE?
Boomers Gen X Smartphone users
HAPPENING?
Primarily North America, Europe (early

Phase
growth), Asia
STRONG
HOW HAS IT BEEN DEVELOPING? GROWTH
The obesity epidemic and marginalisation of the elderly in society has led to a search for new diagnostic solutions integrated into
daily 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 have Time
adopted more ‘medical’ brand messaging. Rise in online patient communities providing support and therapy for fellow sufferers.

by 2015
RELATED TRENDS

21% 60%
of Americans

of Smartphone owners Slow Natural Mindset

have downloaded a fitness-related app

will have electronic health records Informed Rising Social

Consumerism Conscience

CONTENTS 19
 On Canvas8
Hyperawareness of Health

LEADERS 03/02/2010 FOCUS 14/09/2010

Design thinking and the healthy society 4Food

As debate rages around US healthcare reform, Sara Diamond examines the role of the design, 4Food is a chain of healthy, natural and customisable fast-food restaurants. New Yorkers can
technology and creative industries in creating a society of user-centric healthcare and individual fully customise their (locally-sourced) burger online, or using the iPad menus, and promote it via
wellbeing. social networks in exchange for discounts.

LEADERS 28/04/2009 FOCUS 08/09/2010

Data are beautiful things CureTogether

From social networks to art galleries, data visualisations are everywhere. Sara Diamond CureTogether.com is a website that allows users to keep track of their health. The free service
evaluates the importance of these intuitive, uniquely human interpretations of complexity and matches people with similar symptoms and conditions, allowing them to interact anonymously.
their cultural and business benefits.

REPORT 08/06/2010 REPORT 17/09/2010

More than mirrors: identity, beauty and changing cosmetics retail Technology, community and self-diagnosis
Beauty regimes and perceptions of the self are more than an effect of straightforward image Individuals are now able to monitor every aspect of their physical and mental health. Sleeping,
consumption. We explore how retail environments have evolved to fit the consumer desire for a eating, exercise and social activities can be analysed in real time and shared with a like-minded
more holistic, scientific beauty experience. community. But what does this mean for brands?

READ MORE

CONTENTS 20
 Social Participation WHAT ARE THE SIGNS?

CONSPIRACY FOR GOOD

PICTURE THE IMPOSSIBLE
GEOCACHING.COM ENCOUNTER
NEEDLE IN A HAYSTACK
WHAT IS IT? As we strive to move away from cookie-cutter DARPA RED BALLOON
CHALLENGE CLIMATECAMP
Mass social participation is embraced as the sameness, individuals’ opinions, points of view, or
unique thoughts can spark connection. We see it NEIGHBORGOODS STREETSPARK
antidote to information isolation and overload.
Directly linked to Rising Social Conscience, across all types of communities, whether THE BIG LUNCH

we are seeing an important shift from a ‘me’ grassroots or corporate-sponsored, SOCIAL INNOVATION CAMP GOOD GYM
to a ‘we’ culture. Technology facilitates offline virtual or rooted in physical space. ENABLED BY DESIGN
personal interaction rather than creating a The more eclectic and interesting, CTRL.ALT.SHIFT
barrier to it. Many examples of Social Participation achieve broad the more it thrives. Funny how an A FEAST OF STRANGERS
social goals as well as contributing to a sense of personal gain. emphasis on ‘I’ leads to a more
coherent sense of we.

WHO IS IT IMPACTING? Patrice Martin,

Author of Ideo Patterns’ ‘The ‘I’ in community’ WHERE IS THE TREND
IN ITS LIFECYCLE?
Gen X
Gen Y as facilitators WHERE IS IT
HAPPENING? PEAK

Phase
Europe, North America. Japan, China
and India (strong growth)
HOW HAS IT BEEN DEVELOPING?
Technology is being harnessed to enable relationships, both in the physical and the virtual, and used to intelligently elicit chance
encounters. Gen Y love creating and taking part in mass participation activities and use visual diaries to build social currency.
Time
Individuals from creative communities volunteering time to collate ideas and design tools for cohesive offline change.

The physical and virtual treasure hunt

Encounter had RELATED TRENDS

4
People who finished
the New York marathon
There are
165,000
81%
4-5 MILLION 70,000
36,856 vs 43,660
geocachers Rising Social Collaborative Codes of Conduct
of US Gen Y worldwide
Conscience Living and
Working

have volunteered
in the past year 2009 2010 2005 2009
players across Eastern Europe Blended Reality Brand Me Mobile Living Hyperlocalisation

CONTENTS 21
 On Canvas8
Social Participation

LEADERS 24/03/2009 FOCUS 14/12/2009

From Me to Wii The DARPA red balloon challenge

With the media screaming tales of doom and economic woe what can your brand do to support The recent DARPA balloon challenge was set to discover how people interact with social media
the shift from ‘me’ to ‘Wii’? Alex Gordon looks into the semiotics of recession and the consumer for team building and collaboration on widescale, time-critical and complex tasks.
backlash to selfish individualism.

LEADERS 28/07/2010 FOCUS 19/01/2010

Activism, technology and cultural specifics Picture the Impossible

Sara Diamond talks to Canvas8 about technology, politics and ideas of global/local. She In the face of flailing news sales, the Rochester Democrat and Chronicle launched a hyperlocal
discusses Canada’s ties to documentary, the importance of enabling self-representation and game with major brand sponsorship aimed at strengthening community bonds and encouraging
Twitter’s opinion-forming role at the recent G20 summit. creativity and charity.

REPORT 17/02/2010 FOCUS 11/05/2010

What are the triggers for mobilising people? LeapAnywhere

To understand the forces at work in mobilising large groups it is important to recognise the LeapAnywhere is a part social network, part listings site that aggregates cool volunteer
behavioural triggers for joining them in the first place. How can brands mobilise groups to their opportunities around London in a bid to make social participation more fun and competitive. We
benefit and engage people with their brand? spoke to founder Malcolm Scovil.

READ MORE

CONTENTS 22
 Attention Economy WHAT ARE THE SIGNS?

TOKYO YAKULT SWALLOWS

RED BULL BULLETIN DREAMING IN MONO
NIKE TRUE CITY ING DIRECT CAFÉS
GOOGLE ADSENSE READ IT LATER WIDGETS
WHAT IS IT? NY-Z ABSOLUT VODKA HERO108
Context + meaning = cultural value; without THE WONDERFACTORY
People are increasingly information and
it brands turn onto the slip road called ‘EUROSTAR’ SOMERS TOWN
stimulus rich but consequently time and
‘irrelevance’ and park up against the sign GUARDIAN ZEITGEIST
attention poor. Media can be accessed
marked ‘obsolescence’ without a NEXT MEDIA’S NEWS CLIPS
anywhere, in a multitude of formats. Irrelevant
petrol station in sight. ‘MINIMALISH’ SHORT
interruptions are unwelcome. Context is
ATTENTION SPAN PAINTINGS
everything and time is people’s most precious
UNBEATABLE (CHINA)
commodity, evidenced by the rise in simultaneous media use and
savouring of down-time. Alan Moore,
Co-founder of SMLXL
and Canvas8 Thought Leader
WHO IS IT IMPACTING?
WHERE IS THE TREND
Anyone living in a connected society
WHERE IS IT IN ITS LIFECYCLE?
HAPPENING?
Always-on societies, both
East and West PEAK

Phase
HOW HAS IT BEEN DEVELOPING?
Media requiring deep concentration are no longer valued as highly as people learn the benefits of selective attention. There’s an
increasing 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 allowed

k
Time
in gain more affinity.

0
RELATED TRENDS

e 8.5B
Adults are exposed to screens
Americans (TVs, cellphones, computers, GPS
devices) for about of internet users
consume
hours media multitask
100,000 words 57% accessing TV and internet
simultaneously at home True Stories
Slow
per day on average for an average of
2 hours and 39 minutes every month

on any given day Brand Me Mobile Living

CONTENTS 23
 On Canvas8
Attention Economy

REPORT 22/10/2009 FOCUS 05/07/2010

Wireless society and the awareness economy Guvera

The latest sea change in technology could be sitting in your pocket right now. Trevor Lloyd Jones Guvera is an innovative music service which makes advertisers pay for downloads in exchange
investigates Near Field Communication and its impact on the mobile and advertising industries. for several minutes of fans’ attention. Following its launch in Australia, it’s now arrived Stateside.

LEADERS 23/06/2010 FOCUS 22/04/2010

The brand as transmedia story Pedro & Maria

The system that brands operate in is still largely defined by mass media comms – a straight line Pedro & Maria is an interactive branded entertainment telenovela which will enable fans to vote
approach to non-linear thinking. Alan Moore makes the case for a more fractured, participatory on plot direction through social media channels. It will be co-produced by MTV and Procter &
approach to brand identity. Gamble.

REPORT 12/03/2010 FOCUS 03/08/2010

Addressing contemporary media use Rider in a red coat

People are increasingly accessing multiple types of content simultaneously. Transmedia expert A French multimedia comic for CAP3B, a family-friendly tourist destination, uses print,
Christy Dena evaluates the importance of advertising campaigns that recognise contemporary smartphone technology and video content to enhance rather than detract from the locally-
media use behaviours. inspired story.

READ MORE

CONTENTS 24
 Rising Social Conscience WHAT ARE THE SIGNS?

GROWN BY US
PEPSI REFRESH
WHUFFIE BANK
LEAP ANYWHERE
WHAT IS IT? CHASE COMMUNITY GIVING
A growing backlash against ‘greed culture’ Customers want to transact with
MOBILE MOVEMENT
coupled with a genuine desire to do something companies that do the right thing
and make responsible environmental GIVE A DAY GET A DISNEY DAY
wholesome and ‘give something back’. It has
also been referred to as the ‘moral reset’. choices. IFWERANTHEWORLD
Transparency, fuelled by the immediacy of OBAMACLOCK
technology and the global reach of media has CAUSEWORLD
led to a more informed consumer and an affection for brands with Jo Fox,
morally defensible values that people want to identify with. Deputy Director of The Bigger Picture
for Sky Broadcasting


WHO IS IT IMPACTING?
WHERE IS THE TREND
Western world Developing world WHERE IS IT IN ITS LIFECYCLE?
as suppliers of
as consumers
commodities
HAPPENING?
Globally


Phase
HOW HAS IT BEEN DEVELOPING? STRONG
Public denunciation of bankers’ bonuses by government and media, growth in charitable actions and support of companies who GROWTH
uphold 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. Time

Consumers RELATED TRENDS

2 f
1 4 in
say they will take
who would switch
to a brand associated with
a ‘good cause’ The Pepsi Refresh
out o
3 their custom
elsewhere
79% application on Facebook

people say 66% HAS HAD MORE THAN

Collaborative
Living and
Sustainable
Capitalism
Natural Mindset Codes of Conduct

it is important
11mvoters
Working

to buy from if they feel

environmentally a company’s ethical
responsible reputation is not up
companies to scratch 1993 2010
Hyperlocalisation Informed Slow Hyperawareness
Consumerism of Health

CONTENTS 25
 On Canvas8
Rising Social Conscience

REPORT 10/03/2010 FOCUS 08/07/2010

Guilty pressures: getting people to give Panera Cares Cafe

Whether it’s a picture of suffering children or a reproachful slogan, guilt has long been used in Panera is a bakery and café with 1400 outlets across America. In May they made the decision to
charity campaigns. But exactly how guilty do you need to make someone feel before they reach trial a not-for-profit model within one branch. The Panera Cares Café is so successful that they
for their wallet? are now extending the strategy to two new locations.

LEADERS 28/07/2010 FOCUS 09/07/2010

Activism, technology and cultural specifics Conspiracy For Good

Sara Diamond talks to Canvas8 about technology, politics and ideas of global/local. She Conspiracy For Good (CFG) is Nokia’s latest transmedia campaign, showcasing the Ovi
discusses Canada’s ties to documentary, the importance of enabling self-representation and platform through interactive theatre, mobile, music and physical participation – with an anti-
Twitter’s opinion-forming role at the recent G20 summit. corporate focus that taps into the zeitgeist.

REPORT 08/04/2009 FOCUS 14/09/2010

The times they are a-changin’ Open Planet Ideas

Declining charitable donations, increased demand for their services and record numbers of Open Planet Ideas is a crowdsourcing joint initiative by the WWF and Sony. The aim is to
volunteers. What does being charitable mean for consumers and brands in 2009? harness ideas on the environment and technology; the end result, a synergy of suggestions by
the crowd and the expert panel, will reach prototype stage.

READ MORE

CONTENTS 26
 Mobile Living WHAT ARE THE SIGNS?

WORKING NOMAD
MOBILE.ME MXIT SQUARE
OBOPAY TWITTER FAST FOLLOW
FOURSQUARE GOWALLA
WHAT IS IT? LAYAR AUGMENTED REALITY
The future of media will
Mobile is changing the world more than
be information consumed MEGAHOUSE PROCESSAWAY
the internet ever could. It has liberated
on superphones while on MOBILE BANKING IN AFRICA
people, enabling them to make major
the go. SMSONE MEDIA
decisions around living, education, work,
communication and consumption - they GOOGLE’S ‘MOBILE FIRST’ STRATEGY
can be on the move, live anywhere and Rob Glaser, TXTEAGLE 0.FACEBOOK
yet still be plugged in and perform effectively. This trend has Chairman of RealNetworks
accelerated with the growth of smartphones, making it easier
and more cost effective to connect to the internet than ever
before.
WHERE IS THE TREND
The Finnish SMS IN ITS LIFECYCLE?
WHO IS IT IMPACTING? There are

An estimated 73%
5 billion user base is
active mobile PEAK

Phase
of the global population subscriptions
90%
HOW HAS IT BEEN DEVELOPING? the global population is of the total Time
Improved connectivity and data speeds, changing 6.8 billion population
attitudes to IP and greater multimedia capabilities have led
to a growth in always accessible media on handsets. The role of
semantic data in determining context will become increasingly
important as people look to filter and simplify. In the developing
world, mobile is a great equaliser: many places will go from RELATED TRENDS
no internet to mobile internet. Those without smartphones still
rely heavily on SMS for communication with loved ones and
49% More people
of Kenya’s SEND
TALK ON A
business in their local community - whether farming alerts or EMAIL than
mobile banking services. bank accounts MESSAGES
LANDLINE
Informed
are mobile
Social Simple Interfaces
Participation Consumerism

WHERE IS IT HAPPENING?
Truly globally
WORLDWIDE
Attention Collaborative Hyperlocalisation Blended Reality
Economy Living and
Working

CONTENTS 27
 On Canvas8
Mobile Living

REPORT 24/05/2010 FOCUS 17/12/2009

Courting chance: the importance of serendipity in a networked world Obopay

As we move into an age of blended reality characterised by tighter networks and filters, the need A mobile payment system based in the US with plans for global expansion which enables phone
to elicit chance encounters has become more important than ever. It’s time to reassess what owners to send funds via SMS and mobile internet.
serendipity really means and why it’s relevant now.

REPORT 03/08/2009 FOCUS 17/08/2010

SMS and emerging markets Mobile Shopping Sitges 2010

In an interview with Canvas8, Director of Product Management, EMEA for mBlox Johan An innovative partnership between Telefonica, La Caixa bank and Visa will allow shoppers to pay
Lindstrom shares his views about the SMS industry, its relevance to emerging markets and why with their phones at 500 retailers in the town of Sitges until October 2010. It’s the biggest NFC
they’re not scared of smartphones. payment trial to date in Europe.

REPORT 02/07/2010 FOCUS 11/12/2009

Nose to screen: interacting with smartphone ads SMSOne Media

Mobile marketing is an industry facing huge growth as consumers spend more time and money Necessity breeds ingenuity: this micro-local news service gets vital information to rural villages
on mobile. As the feud between Google and Apple heats up, we take a closer look at advertising in India, via a combination of SMS alerts and word of mouth.
in the smartphone industry.

READ MORE

CONTENTS 28
 Hyperlocalisation WHAT ARE THE SIGNS?

KAREN MAGAZINE NEIGHBORGOODS

GEOLOCATION GAMES
SMSONE INDIA HEROEX
MILLAU VIADUCT SERVICE STATION
WHAT IS IT? PICTURE THE IMPOSSIBLE
HIPPO SNACKS’ TWITTER
A focus on local community, local produce DELIVERY NETWORK
and local news - accessed online or off - and REGIONAL ACCENTS IN JAPANESE
resulting in new product development which Will that product work everywhere or is VENDING MACHINES
caters to a community or region. it about finding other localities that are KIT KAT REGIONAL FLAVOURS
appropriate twins because of similar MCDONALD’S ‘SWISS WEEKS’
conditions? Is it temperature, cultural USHAHIDI COURS EN VILLE TWITZIP
practices, historical legacies or GOOGLE FAVORITE PLACES
population that link with your STARBUCKS 15TH AVENUE
WHO IS IT IMPACTING? own?

Those fazed by globalisation

(and seeking to establish Sara Diamond,
genuine connections) WHERE IS THE TREND
President of OCAD University, Ontario
and Canvas8 Thought Leader
IN ITS LIFECYCLE?

HOW HAS IT BEEN DEVELOPING? PEAK

Phase
Technology is helping people reconnect with those close by - whether through sites like NeighborGoods or location-based
services Foursquare and Gowalla. Media giants AOL, Google and CNN continue to invest heavily in local news networks, and
Starbucks are working with Yahoo to launch their own community sites across the US. Recognising the appeal, brands such as Kit Kat
have started developing products for niche markets - and some have come under fire for ‘localwashing.’ Global chain retailers have
decentralised budgets, enabling branches to introduce local stock and customise their interiors to suit community identity. Time

AOL’s local news Most effective ways to engage

a local audience: RELATED TRENDS
network Patch
has just launched its
WHERE IS IT
100 th SITE
69% 62% 59%
HAPPENING?
Globally Collaborative
Living and
Rising Social
Conscience
Informed
Consumerism
Working

and plans to launch

400 more by December
local content
on websites
print ads events

Natural Social Slow Mobile Living

Mindset Participation

CONTENTS 29
 On Canvas8
Hyperlocalisation

REPORT 29/03/2010 FOCUS 13/07/2010

Geolocation and the city Hippo’s Twitter-powered delivery network

2010 has been predicted to be the year of location. In this report, we consider how geolocation India has several million local shops, or Kirana stores, which serve the mainstream market daily.
can change social interaction, individual experiences and the perception of urban space, and Tracking local requirements is a daunting task, but Parle Agro have uncovered a creative way of
how brands can become a part of this radical change. getting customers to solve the problem.

REPORT 30/10/2009 FOCUS 11/02/2010

Logging on to meet up: building communities with tech Heroex

Before social networking came along, people would pop round to see their neighbours, shoot Heroex is an e-tail startup based in San Francisco that delivers almost anything - from
the breeze, maybe borrow a cup of sugar. Now, however, a new breed of virtual services are headphones to toilet paper - within an hour, coordinated through a network of local ‘Delivery
encouraging real world human contact. Heroes’.

FOCUS 08/04/2010 FOCUS 11/12/2009

Kit Kat goes hyperlocal in Japan Kites: The Remix

Nestle is expanding their strategy of niche flavours to include a new range of hyperlocal culturally Kites became the first Bollywood film to break into the US Weekend Top Ten. Released one
specific tastes for the Japanese market. week later, Kites: The Remix is an international version that cuts the running time down to a
Hollywood-friendly 90 minutes.

READ MORE

CONTENTS 30
 True Stories WHAT ARE THE SIGNS?

THE SECRET DIARY OF STEVE JOBS

PASS THE BATON
TALES OF THINGS
NOSTALGIC ADS

WHAT IS IT? M&S PENNY BAZAARS

Stories engage us on a cultural, societal and ACIDE MACARON
The consumer search for brands that
physical level. We respond to stories because ZAPPOS
demonstrate authentic, transparent behaviour
we’re wired to. It’s how we teach our children, it’s EXPLOSION OF THE ARTISAN
with personality, and communicate this
how we learn and it’s how we animate our desires ART GAMES PACKABOOK
honestly - warts and all - across all platforms
so that others will comply. Stories – the good, the BOMPAS & PARR
and brand touchpoints. An engaging story
bad and the inconceivably stupid – are PUMA SOCIAL
which communicates a human brand is not
the imperfections in brands and their
enough - it needs to carry deeper meaning and purpose.
actions that make them believable,
lovable and human.

Stephen Denny, WHERE IS THE TREND

WHO IS IT IMPACTING? Influence Strategist IN ITS LIFECYCLE?
and founder of ‘Decision triggers’
Brand
Environmentally
Gen Y aware
Gen X
conscious Boomers
WHERE IS IT HAPPENING?

Phase
US, UK, France. Contracted sense of STRONG
‘global’ means stories can be truly followed GROWTH
by everyone’
HOW HAS IT BEEN DEVELOPING?
Closely linked to Sustainable Capitalism, True Stories is powered by a corporate search for purpose, as brands strive to Time
communicate heritage as well as flexibility in providing dynamic solutions to broad social, environmental and ethical issues. The
use of narrative or careful curation communicates the personality of the brand and gives it a human energy. long term trend

RELATED TRENDS
In the UK
50%
67% of people between the ages of
of 18-34-year-olds
18 and 24 family-run business
now accounts for
are likely to read and act upon Informed
Consumerism
Attention
Economy
Neo-tribalism

advertising that contains

story-like information 30% of GDP

a
would take a pay cut to work for a
about the brand socially responsible company
Sustainable Brand Me Slow Natural Mindset
Capitalism

CONTENTS 31
 On Canvas8
True Stories

LEADERS 23/12/2009 FOCUS 30/11/2009

The psychology of enchantment Pass the Baton

We bring the year to a close with a somewhat festive take on semiotics. In an interview, Thought Located in a high end Tokyo shopping complex, Pass The Baton is an innovative retail concept
Leader Alex Gordon dissects the lasting impact of fairy tales on the popular psyche and their which relies on the appeal of personal histories - celebrity and otherwise - to sell quality second
importance to brands in the current climate. hand goods.

REPORT 12/07/2010 FOCUS 14/07/2010

Telling aversion: consumer resistance to brand stories Virgin Human Nature Collection
Dipak Nayar explores the underlying consumer perceptions that feed into resistance to brands Virgin Holidays have launched a new range of ‘holidays with balance’, which incorporate care for
and advertising, revealing differences between how people relate to brand fictions and how they people and planet at every level without compromising on comfort.
relate to other incarnations of pop culture.

REPORT 25/09/2009 FOCUS 17/06/2010

Can self-deprecating branding work? The Mortified Shoebox Show

As the informality of the web proliferates, and openness and honesty are emphasised as key The Mortified Shoebox Show is a lo-fi internet series in which everyday people and celebrities
to winning over consumers in the digital age, could this be the time for brands to let down their reveal the angst-ridden moments or geekdom that characterised their younger selves.
guards and show a little vulnerability?

READ MORE

CONTENTS 32
 Privacy and Control WHAT ARE THE SIGNS?

PROLIFERATION OF THE ‘GLOBAL VILLAGE’

TRUSTED FILTERS
PILO
SIMPLIFICATION OF FACEBOOK SETTINGS
WHAT IS IT? Fundamentally, privacy is about having
GOOGLE DASHBOARD ICANSTALKU.COM
HACKERS ON PLANET EARTH CONFERENCES
A heightened awareness of the importance control over how information flows. It’s about
BRANDED HOTEL ROOMS BLIPPY
of controlling private data, and companies’ being able to understand the social setting in
access to that data: a refusal to accept ‘public order to behave appropriately. To do so, HOUSE PARTY GECKO MINI BARS
by default’ settings. Stricter management people must trust their interpretation DIASPORA
of Brand Me and a rise in invite-only social of the context, including the people
networks. At the same time, experimenting in the room and the setting. When
with inviting brands into private spaces. they feel as though control has been
taken away from them, they scream
privacy foul.

WHO IS IT IMPACTING? Danah Boyd

WHERE IS THE TREND
Specialist in online communities, Microsoft and Yahoo!
Anyone who accesses the internet and IN ITS LIFECYCLE?
consumes news (Gen X, Gen Y, Boomers)
WHERE IS IT
HAPPENING?

Phase
Globally
HOW HAS IT BEEN DEVELOPING? STRONG
GROWTH
The most skilled internet users are the most frequent privacy control managers. Contrary to popular belief, youth are far from
apathetic and want to know what they are sharing. There’s rising mistrust in a ‘Big Brother’ society and data collection, translating
to a mistrust of brands. The rise of geotagging and location-based services fuel further privacy concerns as data networks are mapped Time
onto physical space - however, there is increasing evidence that people are willing to share data in exchange for relevance and utility.

of frequent Facebook RELATED TRENDS

users aged 18-19
More than
half 71% 53% changed their settings
4 OR MORE TIMES
81% of smartphone of between 2009 and 2010
of social network 18-29-year-olds
owners
users limit what they share
online in order to project as opposed to 26% Simple Interfaces Codes of Conduct

allow anyone within their network their ideal identity

are worried about a loss of privacy
to see their recent activity
as a result of geotagging
across the same
period in 2008-9 Blended
Reality
Brand Me Mass
Customisation

CONTENTS 33
 On Canvas8
Privacy and Control

REPORT 28/06/2010 FOCUS 29/07/2010

Avon calling: the future of brands in personal spaces PILO: location, filters and relevance
Online, consumers are leading increasingly public social lives. How is this affecting our PILO is a Swedish prototype location service with more relevant filtering than its predecessors,
definitions of privacy in physical spaces, such as the home? tracking mobile user movements over time to build up patterns. However, early tests raise some
issues around commercial opportunity.

REPORT 08/02/2010 FOCUS 21/01/2010

Public by default Blippy

Attitudes to privacy have evolved along with the explosion in social media, and the resulting Blippy is a social spending start-up that answers the question “what are your friends buying?” by
interplay reflects the maturation of a new, informed kind of trust that rests on mutual exchange of broadcasting credit card transactions via Twitter. Controversial? Certainly. Clever? Definitely.
information between consumers and brands.

REPORT 23/09/2009 FOCUS 29/06/2010

Close to you: intimacy and proximity in the wireless age Hunch

How do you touch people in a contactless age? Daniel Nye Griffiths looks for clues in the Hunch’s unique user traffic had multiplied by 40 within the first six months of launch. We analyse
predominantly Asian phenomena of Lovegety and Bluedating, positioning them as precursors to why the site’s pledge to provide a more personalised, fun and intuitive search experience
augmented reality. appeals – and how brands can benefit.

READ MORE

CONTENTS 34
 Neo-tribalism WHAT ARE THE SIGNS?

MOVEMENTS SUCH AS FIXED

GEAR, DUBSTEP, NEW FOLK
VICE MAGAZINE
THE OBAMA INAUGURATION
FACEBOOK DIRECT PHOTO UPLOAD
WHAT IS IT? ORANGE ROCKCORPS BBM
Niche is normal and diversity is cool. People no Youth apathy breeds from irrelevance,
‘BLANK SLATE’ CLOTHING - UNIQLO AND
longer identify with a single tribe or subculture, nothing else. AMERICAN APPAREL
but rather pride themselves on moving fluidly STATE FARM BANKING ‘WE FEEL FINE’
between various disparate groups, cementing
their membership to each by demonstrating Ruby Pseudo,
understanding and appreciation of a common Gen Y trends consultant and
subject. Groups are no longer defined through beliefs, values or a Canvas8 Thought Leader
desire for rebellion (Gen Y have little to fight against) but through
appearance, form and genuine knowledge (eg musical genre).

HOW HAS IT BEEN DEVELOPING? WHERE IS THE TREND

WHO IS IT IMPACTING? IN ITS LIFECYCLE?
Although belonging is still important, it’s the championing
of individuality by teens that is key. We’re seeing them
Teens and twentysomethings finding break from a pack mentality and embrace new groups, ideas,
their identities
and identities to build a fluid, multifaceted ‘Brand Me’. The sense

Phase
of entitlement is strong; risk taking is encouraged, not feared STRONG
and so job-hopping is becoming more common – meaning GROWTH
WHERE IS IT Gen-Yers are always on the ball and open to new opportunities.
This generation’s savviness elicits a strong desire for control
HAPPENING? over their ‘assets’ – hyperawareness of privacy and copyright Time
Mainly UK, USA, Australia are now common.

RELATED TRENDS
70% When asked to select words to describe
how they feel about the future,
of American

Y
GEN high-schoolers
81% of Gen Ys selected 65% chose

job-hop every hopeful optimistic East/West Brand Me True Stories

18 months
plan to start up their own
companies

CONTENTS 35
 On Canvas8
Neo-tribalism

LEADERS 30/06/2010 REPORT 11/06/2010

Aesthetics not politics: contemporary teenage tribes How Jaegermeister got in with Spain’s hipsters
Are the parameters and polemics at play in constructing a youth subculture the same as they The recent success of Jaegermeister in Spain is a beautiful story. It’s a tale of sex, alcohol and
were 60 years ago? Ruby Pseudo investigates, touching on drugs, dubstep and disenchantment rock and roll – or, if you prefer, a for once decent use of brand ambassadors to win over a hostile
among UK youth. market.

REPORT 01/06/2010 FOCUS 24/08/2010

We’re the same, me and you: the next phase of brand collaboration Gravity
Discerning consumers are increasingly looking for brands to demonstrate a more faceted, Gravity is a social network which entered public beta in March 2010. Its goal is to deliver a
anthropological understanding of who they are. Here we explore brands whose collaborative “truly personalised experience on the web” by bringing like-minded people together around
approach appeals to our senses without needing an explanation. conversation topics.

REPORT 24/06/2010 FOCUS 03/06/2010

‘Don’t stop believing’: Glee, Gleeks and nerdy cool BBC Switch and youth content
Dr Nic Crowe documents the changing nature of ‘cool’, from the rise of train track braces in David Smith works for BBC Switch, producing The 5:19 Show. We interviewed him about the
Thailand to Cosplay in France and the hit musical TV show which has the young - and not-so- type of content he helps create, curate and commission for an audience of 12-to-17-year-olds.
young - in its geeky thrall.

READ MORE

CONTENTS 36
 Collaborative WHAT ARE THE SIGNS?

Living and Working CARTICIPATE RIDE-SHARING APP

GLONET CONFERENCE
AT FUTUREEVERYTHING
MEGAHOUSE THIRD DOOR
STARBUCKS IDEA GENERATION
WHAT IS IT?
TABLOID TOKYO CROWDSPRING
Closely linked to the hyperlocal trend, we are A role model of how communities work RISE OF OPEN SOURCE
seeing bustling fragmented cities spilling out most efficiently lies in the South of
DESIGNLIBRARY ISTANBUL
into niche community groups, working closer Europe. Where the city doesn’t act, local
HUB WORKING
together and sharing space. It’s fuelled by communities react. By living, working
BEST BUY BLUE LABEL
the Gen Y work ethic (awareness of Brand and interacting within communities,
LOCAL MOTORS
Me, job-hopping), and collaborative working people help each other and thereby
online (crowdsourcing). enhance the sociological urban
development.

WHO IS IT IMPACTING? Daniela Krautsack,

Founder of Cows in Jackets and city WHERE IS THE TREND
Busy, urban-dwelling technology lovers branding expert IN ITS LIFECYCLE?

HOW HAS IT BEEN DEVELOPING? The global urban population

Phase
for the first time is projected to hit
Public spaces - particularly in cities - have been evolving to in 2009 69% STRONG
respond to people’s desire to interact and work together, often GROWTH
just over
with strangers. The number of communal residences has increased, the number of people 50%
and the gated community model has spread outside of the US to globally living in
Turkey and Eastern Europe. There’s been a renewed emphasis on urban environments Time
public working and community spaces - particularly libraries, which surpassed
have seen a spate of high-end renovation globally - and growing the rural population.
numbers of individuals now host private dining clubs. Parallel
industries are increasingly working in tandem. Online behaviour is also 2010 2050
encouraging the focus on community; crowdsourcing shows no sign RELATED TRENDS
of slowing, and recent months have seen an increase in crowdfunding of US cohousers
sites, particularly for social projects. Video conferencing and calling
tools are increasingly sophisticated and allow for globally connected
64% share 2-5 meals a week

remote working.
26% 8% 2% Hyperlocalisation East/West Social
Participation

WHERE IS IT
HAPPENING?
share 1 share1-3 share
Globally a week a month all meals Mobile Living Rising Social Blended Reality
Conscience

CONTENTS 37
 On Canvas8
Collaborative Living and Working

LEADERS 18/12/2009 FOCUS 07/09/2010

Futureproofing the shopping mall: urban convergence and the wow factor HafenCity
So what should landlords, retailers and brands do in the long term to ensure shopping centres HafenCity is Hamburg’s newest district. Its planners, who aim to finish it by 2025, are
are must-visit destinations? First and foremost, the emphasis needs to be shifted firmly away employing environmental psychology to avoid the common pitfalls associated with modern living
from just retailing product. environments.

REPORT 24/05/2010 FOCUS 25/05/2010

Courting chance: the importance of serendipity in a networked world Megahouse and collective living
As we move into an age of blended reality characterised by tighter networks and filters, the need Megahouse is a city living concept by a group of Japanese architects and designers that
to elicit chance encounters has become more important than ever. It’s time to reassess what repurposes empty urban space for rental and reuse by the entire population.
serendipity really means and why it’s relevant now.

FOCUS 06/03/2009 FOCUS 20/05/2010

The spread of gated communities Swatch Art Peace Hotel

The luxury interiors, swimming pools and markets of gated communities in new EU member The Swatch Art Peace Hotel in Shanghai is a unique concept, combining a retail environment
states are evidence of an affluent middle class, whose lifestyle ambitions rival those in the West. and a hotel exclusively for guest artists from around the world. The commercial area opens in
Jean-Robert Saintil spots a market opportunity. May 2010, the hotel in August.

READ MORE

CONTENTS 38
 Slow WHAT ARE THE SIGNS?

CALM DRINKS NPD

‘I DO NOT WORK’
DAWDLR TRAVEL ‘PROSUMERS’
A FEAST OF CONVERSATION
WHAT IS IT? ‘NOT A QUICK BEER’ SAN MIGUEL
We are no longer nourished but consumed WEB 2.0 SUICIDE MACHINE
A response to information overload. Slow
by what we’ve created... I see people in ARNADOTTIR CLOCK
serves people’s desire to invest time in the
retreat as much as they are in
things that matter to them, and has created THE INTERNET OF THINGS
advance now they have all this
a polarisation in behaviour as people divide HOTMAIL’S ‘THE NEW BUSY’
information.
their time between functionality and richness CLOUD APPRECIATION SOCIETY
of experience.
Sherry Turkle,
Abby Rockefeller Mauzé Professor of the
Social Studies at MIT
WHO IS IT IMPACTING?
WHERE IS THE TREND
Everyone in developed nations where WHERE IS IT IN ITS LIFECYCLE?
pressure to ‘know more’ is high
HAPPENING?
Everywhere in the developed and
connected world

Phase
PLATEAU
HOW HAS IT BEEN DEVELOPING?
The Slow macrotrend has trickled into almost every aspect of popular culture: architecture, food, design, travel, news and, most
recently, social networking, as people seek to counteract faceless online exchanges with meaningful experiences. Closely linked
to Mass Customisation, brands are identifying early on whether customers are savourers or snackers. Time

WEB 2.0
The average SUICIDE MACHINE

American consumes 70% RELATED TRENDS

1
1,176,563
34 total people
unfriended
gigabytes
of data 289,137
of people find the amount Simple Interfaces Hyperlocalisation Hyperawareness
of Health
Informed
Consumerism

of information available
every single day “overwhelming”
April 2010 August 2010 True Stories Social Rising Social Mass
Participation Conscience Customisation

CONTENTS 39
 On Canvas8
Slow

LEADERS 16/12/2009 FOCUS 01/07/2010

The kids are OK: uncovering the new breed of Gen Y A Feast of Comversation
Amidst the misguided stereotype of a flippant, media-frenzied youth, Barrie Barton introduces A Feast of Conversation is a lunch event with a twist: attendees will be presented with a menu of
the radically different Gen Y subset emerging in Australia who can be identified by five key conversation, intended to guide their discussion with the stranger sat next to them.
behavioural patterns.

REPORT 18/12/2009 FOCUS 17/08/2010

Slowing down: the impermanence backlash I Do Not Work

We’ve covered the rise of impermanence as a rising cultural trend. Now we look at its antithesis: Work defines life in the 21st century – that is, for those who can get it. I Do Not Work identifies
the slow movement, which has permeated the real world and is moving online, characterised by a new subculture: those who don’t fancy working, telling the stories of eight Italians who gave up
skill, consideration and a distinctly human filter. work for happiness.

REPORT 23/11/2009 QUICKFACTS 15/04/2010

Vinyl revival New modes of travel

Vinyl sales in the UK and US have seen a slight rise in the last four years, small but significant. A study by Euro RSCG Worldwide has revealed that a new segment of consumers - the
This revival of a format many dismissed as extinct highlights a consumer desire for something Prosumers - are adopting a different attitude to travel.
tangible in a throwaway digital world.

READ MORE

CONTENTS 40
 East/West WHAT ARE THE SIGNS?

HUMAN FLESH SEARCH ENGINES

COMMUNITY LIVING
BARBIE STORE SHANGHAI
SOLO YOUTH IN KOREA
WHAT IS IT? THE RISE OF COSPLAY IN THE WEST
The Easternisation of Western culture, and ANDROGYNOUS AESTHETICS
vice versa, caused by shifting community There is every indication that the divisions
BECKII CRUEL
dynamics on and offline. The traditionally between the two worlds are eroding and
that there is a borrowing of the benefits K-POP IN THE US
Eastern focus on community and Western
focus on individual are merging, driven largely and dangers of both, which is increasingly BRITNEY’S MANGA POP COVER

by social networking and online behaviour. a part of the younger generation’s identity.
It’s still embryonic, managed largely
by the connection to online and
offline communities, or through
international networking sites.
WHO IS IT IMPACTING?
Web users participating WHERE IS THE TREND
in online social activity Dr. Alex Gordon, IN ITS LIFECYCLE?
Semiotician, Founder of Sign Salad and
Canvas8 Thought Leader
HOW HAS IT BEEN DEVELOPING?

Phase
China, home to the ‘human flesh search engine’, also spent $5bn on virtual goods in 2009 (customising avatars and tweaking
EARLY
Brand Me). In the West, online group interactions, such as crowdsourcing, and a renewed emphasis on local and community
GROWTH
projects, have seen awareness of the collective trickle into mainstream consciousness. On a micro scale, the ‘Otaku’ mindset continues
to grow as cosplay and anime culture gain more of a mainstream foothold outside of Asia: the BBC’s documentary on Manx schoolgirl Time
Beckii Cruel aired in the UK in August 2010.

The UK RELATED TRENDS

holds the Beckii Cruel’s
WHERE IS IT GUINNESS WORLD RECORD
for the biggest number CHANNEL
HAPPENING? of video game character
Asia, North America, Europe cosplayers in one place Brand Me Neo-tribalism Collaborative
Living and
Working
has had
376 14,345,273
views to date

CONTENTS 41
 On Canvas8
East/West

LEADERS 21/04/2010 FOCUS 27/05/2010

Chinese luxury and the Confucian conflict 1st Penguin

China has the second largest luxury market in the world, and the youngest. Tom Doctoroff puts 1st Penguin is a popular cafe near Korea University that doubles up as a library for busy students
the stats into context, touching on the complex issues affecting luxury consumer identity and the and reflects the fierce academic competition inherent in the country’s culture
importance of brand localisation.

REPORT 26/02/2010 FOCUS 25/05/2010

Monsters and Totems: rallying the global community Megahouse and collective living
Dr Nic Crowe takes a look at the issues in transferring a product from East to West, identifying Megahouse is a city living concept by a group of Japanese architects and designers that
the different cultural and behavioural patterns at play and the role of totems of community. repurposes empty urban space for rental and reuse by the entire population.

REPORT 05/07/2010 FOCUS 27/01/2010

Burying taboo: shifting attitudes to death Ryokan

New technology allows people to ‘live on’ digitally and pop cultural icons are re-appropriating Traditional Japanese Ryokan hotels have been around for hundreds of years – but their enduring
death in an increasingly candid manner. Jenny Winfield identifies a more relaxed Western popularity with tourists makes a statement about Western definitions of luxury.
approach to a traditionally awkward subject.

READ MORE

CONTENTS 42
 Blended Reality WHAT ARE THE SIGNS?

LEVEL 26 LAST CALL LAYAR

‘WE FEEL FINE’ TRACKDROPPING
RFID TAGS POKEN INLINE RETAIL
K-MART E-REVIEWS IN-STORE
WHAT IS IT? GOOGLE FAVORITE PLACES
Personally I hate the word digital, it says to me
Online and offline worlds are no longer INTERNET OF THINGS
‘machines that are not part of our DNA’. As a
separate entities. People have multiple GEOTAGGING
consequence many think ‘digital’ strips us of our
experiences in reality and virtuality, switching
very souls, or that digital is not of us, and that WALKING THE EDIT
between the two seamlessly, and choose
digital does not live in our analog world. PICTURE THE IMPOSSIBLE
to do so because it enhances their overall
Therefore digital becomes but another
experience.
straight-line component, another silo
in the silos of corporate culture and
consumer life.
WHO IS IT IMPACTING?
Anyone with an internet connection Alan Moore, WHERE IS THE TREND
Co-founder of SMLXL
IN ITS LIFECYCLE?
and Canvas8 Thought Leader

HOW HAS IT BEEN DEVELOPING?

Phase
Media experiences increase in complexity in response to this sophisticated new WHERE IS IT PLATEAU
mode of interaction. Time-shifting technology has enabled people to consume media
on demand, revisiting content to follow alternate plotlines and find hidden rabbit holes they
HAPPENING?
may have missed on first viewing. This, in tandem with a desire amongst people to go Throughout the developed
deeper, to feel empowered and experience more, has led to an evolution in interactivity. world, where the web is
Time
Location-aware services on smartphones add further layers of texture, making the switch considered a basic human
between physical and virtual completely seamless. right

The average time to 94 RELATED TRENDS

0
spent using The number of people

3 H
simultaneously million
who are TIME-SHIFTING
Internet has grown
TV
18% Mobile Living Informed
Consumerism Simple Interfaces

in the home
2009 2010
grew 9.8% to 3 hours and 41 minutes per month with the average user now time-shifting
in Q1 2010 9 hours and 36 minutes per month. Codes of Collaborative Privacy and Control
Conduct Living and
Working

CONTENTS 43
 On Canvas8
Blended Reality

LEADERS 01/12/2009 FOCUS 01/09/2010

It’s not about online and offline: it’s about blended reality Walking the Edit
We no longer live in a world of distinct on- and offline activities. Rather than create a strategy of Walking the Edit is an ambitious interactive project bridging the gap between on and offline
siloed campaign elements, brands should look at a bigger picture in which virtual and real co- media. Using a sophisticated editing algorithm and GPS-enabled iPhone app, users can
exist in one symbiotic ecosystem. generate unique, personalised film sequences on-the-fly.

LEADERS 14/07/2010 FOCUS 09/09/2010

Bricks and Clicks: delving into inline retail strategy Meet Eater
There’s a false dichotomy between e-tail and retail. Building on Mandy Saven’s recent report, Meet Eater demonstrates how online interaction can affect offline change, by creating a social
Michael Solomon takes a closer look at the mechanics of shopper interaction and technology’s networking plant that thrives on the love and attention of its friends.
potential in the purchase process.

LEADERS 18/05/2010 FOCUS 03/03/2010

Harnessing social media influence offline Football3s

In the first of a two part series on inline retailing, Mandy Saven explores how online strategies Football3s is a real-time social fantasy football game, designed to be played online whilst
and social media are manifesting in physical stores, as brands work with their online critics watching a corresponding live football broadcast on TV.
rather than against them.

READ MORE

CONTENTS 44
 Scrapbook
For all the other interesting bits which aren’t quite TABS yet.
Digital Gender Divide
Women are ‘compulsive sharers’ and have deep relationships with the web
as the facilitator of connections. Men are carrying their ‘every man for himself’
attitudes into the online space, adeptly moving between large numbers of
sites, filtering for that which will improve their social standing. Many of the
most successful viral pieces of branded content online are humorous videos
created for men - even though women enjoy funny content and are more
inclined to share. Targeting women online can be complex, requiring long-
term reciprocal relationship building, but represents a significant branding
opportunity.
Enterprise Everywhere
One of the positive spin-offs from the recession has been the improved sen-
se of resourcefulness demonstrated by people the world over. We have seen
a trend for philanthropic donations of time and skills from those in creative
industries, with a focus on generation of ideas that require less and stretch
further. At the same time the emergence of a more discerning, questioning
mindframe in business actions and a renewed focus on the basics of health,
happiness and community. The creative community are championing develo-
ping nations, for their knack of producing killer solutions, and the enterprising
Gen Y spirit (specifically Neo-tribes).
Hard Candy
Not tomboys, not girly girls... but somewhere in between. In spite of fierce
debate, certain products – namely tech, sports and beer – are still marketed
to a male demographic, or else ‘repositioned’ for a female audience. Marke-
ters are starting to realise they need to approach women with a more face-
ted, subtle approach to messaging, rather than just daubing everything with
CONTENTS
pink or ignoring them altogether. See Dea Latis, Barbie Computer Engineer,
Lady Geek TV, Ada Lovelace Day, Alyssa Milano’s Touch clothing line and
dubstep artists such as Cooly G and Ikonika.
Public and Private
Public and private spaces are blurring. Truly private space is getting smal-
ler (see capsule hotels), people are increasingly sharing living space. Public
space, including branded space is increasingly made to look private – cat
cafes in Japan, ‘Do it at home’ Tokyo Metro campaign and homely retail en-
vironments such as Anthropologie, WeSC and J.Crew. Doing so provides
shoppers with permission to spend by establishing an emotional link at point
of purchase.
Redefining Luxury
Where high-end meets the Attention Economy. The definition of luxury is shif-
ting from goods to services: luxury is no longer about ‘expensive’ because
the concept of the components of value have changed, and people’s time is
their most valuable asset. As a result, luxury will first and foremost involve an
indulgence of time beyond the norm, and growing numbers of luxury brands
are launching spas, hotels and restaurants with impeccably-curated expe-
riences to satisfy a new generation of luxury consumers.
We Are All Media
Everyone’s an influencer, with lots of social network friends. People (as part
of the Brand Me trend) are getting savvy about how to put this influence to
use for profit or social good - examples range from Dancin’ Brandin’, Room-
service magazine, the ‘Bored At Work’ media channel to Facebook’s ‘Like’
button.
45
 Explore
Stats Reading
M. Schreier, ‘The Value Increment of Mass Customized Products: An Why mass customisation isn’t mainstream
Empirical Assessment’, Journal of Consumer Behavior, 2006 Letting Consumers Design Their Own Experiences: Case for the Mass Customization Model
Mass-customisation.blogs.com 24 co-creation companies invade Facebook
Independent.co.uk ’Custom’ is customary

Mass
Customisation

Stats Reading
Businessweek.com Hulu rumoured to go public, valued at 2 million
Flip Camera Still Thriving Despite Apple Assault
The Good Enough Revolution: When Cheap and Simple is Just Fine
Donald Norman, ‘Living with complexity: why complexity is necessary’ (Chapter 1)

Simple
Interfaces

Stats Reading
edition.cnn.com Pew Research: Reputation Management and Social Media
virtualgoodsnews.com California looks to outlaw online impersonation
royal.pingdom.com The Razorfish Digital Brand Experience Report 2009
news.bbc.co.uk The 30 standard Facebook Profile Photo styles
Facebook statistics Brand or Die. The downfall of the institution and the rise of the personal brand
Brand Me

Stats Reading
biss.bissdigital.com Consumers love underdogs
rasmussenreports.com The Feelgood Factor: The Kindness Offensive
thebookseller.com
retrevo.com

Codes
of Conduct

CONTENTS 46
 Explore
Stats Reading
utalkmarketing.com What does it mean to you, when Google says ‘Mobile First’?
retailerdaily.com Living and Learning with New Media: Summary of Findings from the Digital Youth Project
marketingwithnewtechnology.wordpress.com

Informed
Consumerism

Stats Reading
npicenter.com Exploring expectations beyond natural and organic
guardian.co.uk The rising demand for ‘natural’ soft drinks
Mintel Predicts 2010 Global Beauty Trends
Marketers such as Starbucks discover that simple sells
Boomers vs millenials and the drugs that define us
Natural
Mindset

Stats Reading
blogs.accaglobal.com Is the Blue planet truly going green?
hopenhagen.org 2010 Green brands survey – What do Green consumers want?
wpp.com The Eden Project
The Ethical Consumer

Sustainable
Capitalism

Stats Reading
mobihealthnews.com IFTF Health and Health Care 2020 Signals & Forecasts Map
networkworld.com Acceptability of a Personally Controlled Health Record in a Community-Based Setting
Brain Health complex metaphorically built as left-brain and right-brain
PSFK presents the ‘Future of Health’
Socialising Truman
Hyperawareness
of Health

CONTENTS 47
 Explore
Stats Reading
premisemarketing.com ctrlaltshift.co.uk
geocaching.com conspiracyforgood.com
en.cx streetspark.com
london-marathon.co.uk

Social
Participation

Stats Reading
blog.nielsen.com Is Google Making Us Stupid?
Kevin Kelly on the next 5,000 days of the web
Understanding the Youth Attention Economy’

Attention
Economy

Stats Reading
carbontrust.co.uk Pepsi Refresh Project Launches $1.3 Million “Do Good for the Gulf” Initiative
coneinc.com Reputation RX Corporate Responsibility Report
Facebook Pepsi Refresh page www.climateculture.com
Ethical Marketing and the New Consumer

Rising Social
Conscience

Stats Reading
engadget.com What does it mean to you, when Google says ‘Mobile First’?
communities-dominate.blogs.com Text messaging has twice the users of email, twice the size of television’
2009 AdMob metrics report
Yahoo! banks on mobile devices for future growth

Mobile Living

CONTENTS 48
 Explore
Stats Reading
techcrunch.com Buddy Media Corporate Brand Manager Poll
mediapost.com The rise of Hyperlocalism
Creative communities. People inventing sustainable ways of living
In DeHood, a social network for the neighborhood
Reports of Designing the Hybrid City
Hyperlocalisation

Stats Reading
aranetonline.com Consumers’ willingness to knowingly purchase counterfeit products
efinancialnews.com Why Do Brand Stories Work? The Societal, Cultural and Physical Reasons why
brandweek.com Survey Says Americans Respond to Online Advertising that Tells a Story
Story is more powerful than the brand, best story wins

True Stories

Stats Reading
webpronews.com Facebook Privacy Settings: Who Cares?
itpro.co.uk Webroot survey 2010
pewinternet.org Study Reveals 75 Percent of Individuals Use Same Password for Social Networking and Email
readwriteweb.com Russian Hackers threaten the world

Privacy and
Control

Stats Reading
businessweek.com Pew Internet: Reputation Management and Social Media
online.wsj.com Cone Inc. and AMP Insights, 2010
marketingcharts.com rubypseudochatchat.blogspot.com

Neo-tribalism

CONTENTS 49
 Explore
Stats Reading
esa.un.org A modern answer to the Commune
cohousing.org Diggers and Dreamer’s guide to communal living in Britain
7 ways to have more by owning less
Reports of Designing the Hybrid City

Collaborative
Living
and Working
Stats Reading
hmi.ucsd.edu The Attention Economy: An Overview
suicidemachine.org Investors Business Daily. ‘So, that explains the headache’
slowdesign.org
The Anti–Red Bull: A Drink to Calm You Down
Sherry Turkle on the BBC (Digital Revolution Rushes Sequence)
Slow

Stats Reading
community.guinnessworldrecords.com In a virtual world, China’s consumers beat the US
youtube.com ‘Britney Spears appears on Pop Magazine cover with manga styling’
Beckii Cruel: Isle of Man schoolgirl is anime star
China’s Cyberposse

East/West

Stats Reading
blog.nielsen.com ‘Solar Powered Augmented Contact Lenses Cover Your Eye with 100s of LEDs’
Nielsen 3 screen report Q1 2010

Blended
Reality

CONTENTS 50
 About Canvas8 WHAT WE DO

We provide a range of services from a

subscription to our desktop resource
to detailed trend briefings, reports,
presentations and workshops.

If you would like to find out more about

any of Canvas8’s TABS, whether in
the form of an inspiring presentation or
bespoke report, or find out what else
Canvas8 works with brands and agencies to help them better we can do, please contact our Head
understand their audience’s mindset, identify evolving cultural of Sales and Marketing Oliver Chubb
trends and combine people insights with commercial application. (Olly@canvas8.com).
We mine a rich seam of intelligence from our network of industry
insiders and globally recognised Thought Leaders, supplemented
by our team of rockstar academics.

Our research is used to inform strategy, inspire product development,

develop CSR, and underpin marketing and communications. In
the case of the latter it helps ensure consistency of message and
ensures common understanding between client and agency. We’ve
been fortunate enough to work with the likes of Nokia, Coca-Cola,
The Post Office, Ford and Channel 4 as well as numerous leading
agencies including AMV, Engine, Mother, Naked Connumications
and Universal McCann.

CONTENTS 51
www.canvas8.com