December 1, 2010
10 trends that will shape the world in 2011
Today we released our sixth annual year-end forecast of key trends that will shape or significantly impact consumer behavior in the year ahead. An overriding theme in our 2011 report: technology, which is driving many of our trends and at the center of others.
As devices become deeply ingrained in people’s lives, we’re seeing technology becoming a core possession (and skill to master) worldwide. And as the Web and our gadgets evolve, we’re getting to a point where the cyber and real worlds are meshing, with the digital world growing much more personalized for individual users. But as our dependency on technology rises, so too will our desire to log off or dial it down, at least temporarily.
2011 will also see more brands applying game mechanics to non-gaming spaces and extending time-sensitive deals beyond the Web, tactics that will help deepen engagement with consumers and nudge shoppers back to pre-recessionary spending patterns. Brands will also benefit by giving consumers ways to make less-permanent purchase commitments and by helping people exercise self-control across various facets of their lives.
These are among the major cultural shifts—as well as their drivers and manifestations—that our 88-page report covers in depth. JWT’s “10 Trends for 2011” is the result of quantitative, qualitative and desk research conducted throughout the year and for this report. It also pulls input from nearly 50 JWT planners across about two dozen markets as well as interviews with experts and influencers across sectors including retail, media, technology, gaming, urban planning, psychology and academia.
To read more about our “10 Trends for 2011” or to purchase the report, click here.