December 27, 2010

100 things to watch in 2011

Posted by: in North America

Beer Sommeliers, F-Commerce, Objectifying Objects … just a few items from our list of 100 Things to Watch in 2011.

It’s a wide-ranging compilation that in part reflects broader shifts we’ve been tracking over the past few years, notably the evolution of the mobile phone into an “everything hub,” a trend we’ll see play out in myriad ways next year. Other items reflect counter-trends—for instance, to balance out our growing immersion in the digital world, people will increasingly embrace face-to-face gatherings and digital downtime.

Many of our Things to Watch are technology-centric, with smart infrastructure ramping up, the rise of tablets for tots and some truly futuristic-seeming developments (3D printing, virtual mirrors, electronic profiling). Web-wise, Things to Watch will include a growth in Facebook commerce, apps beyond mobile and more social browsers. The people on the list—from pop culture, sports, architecture, fashion and other sectors—have the potential to drive or shape trends in the near future.

Check out our list, along with a little bit about what makes each item worth watching, below. (Or to download the presentation with fully functioning links, click here.)

We’d love to hear your thoughts. Do you agree with our choices? What will you be watching for in 2011?

15 Responses to "100 things to watch in 2011"

1 | Joey

January 4th, 2011 at 11:27 am

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Brilliant! Thanks for making and sharing this. It is truly a great intro to 2011, and (I say this humbly) is very bang-on.

All the best in 2011,
- Joey
@Sparksheet

2 | Edith Lemieux

January 4th, 2011 at 3:29 pm

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Very inspiring, thank you can’t wait to use 3D printer!

3 | choeungjin

January 5th, 2011 at 10:52 pm

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WoW!! it’s so great!!

4 | Mike Peterson

January 5th, 2011 at 11:43 pm

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I find it ironic that I can’t read about the 100 things to watch for on my iPad. :(

5 | christine

January 6th, 2011 at 11:05 am

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Hey Mike, we can send you the .ppt version which should work.

6 | Erik de Bruijn

January 8th, 2011 at 7:16 pm

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Couldn’t agree more with #1, 3D printing! But it’s not just an opinion:
My research shows that it’s rapidly becoming a mainstream technology. 3D printing communities grow 16 fold in the time it takes computing capacity on chips to roughly double in capacity (Moore’s Law).

3D printing will create a world changing impact because it democratizes the ability to go from idea to actual product without large investments. Plus it will revolutionize supply chains, because we ship the model digitally and fabricate the physical object locally!

Twitter: @erikdebruijn

7 | Ray Martin

January 11th, 2011 at 11:52 am

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hey christine, hi how are u ?

can you send me the ppt. version also i have problems with this version…

i´ll very grateful !

8 | Raimundo

January 11th, 2011 at 12:19 pm

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Hi Christine,

i wonder if u can send me a ppt version of this presentation

i also can´t read about this interesting subject

ill be very grateful

thanks

rai.martinezl@gmail.com

9 | christine

January 11th, 2011 at 1:09 pm

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Sure thing, Ray and Raimundo!

10 | Alan Roux

January 12th, 2011 at 10:03 am

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I wonder if u can send me a ppt version of this presentation.
I also can’t see it.
I’ll be very grateful.
With thanks,
Alan Roux
alan@chefvaliant.co.za

11 | christine

January 12th, 2011 at 6:15 pm

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Sent!

12 | Themba

January 13th, 2011 at 1:40 am

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Hi Compliments of the new season

I tried to download twice yesterday after waiting for 35MB file to download each time nothing happens can you also e-mail me at tubhana@hotmail.com please .Thank in advance from RSA

13 | christine

January 13th, 2011 at 11:05 am

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Themba, it’s been sent to you.

A few people have reported similar problems. If you’re having trouble downloading, you should try a different browser like Firefox.

Otherwise, you should be able to download it with no issues from the 2011 and beyond section of the site: http://jwtintel.jwt.com/2011-and-beyond/

14 | Mufaro

January 26th, 2011 at 6:57 pm

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Hi Ann

Thanks for compiling this awesome list. I can already see some of the predicted trends for 2011 forming. Good stuff! Let’s see how many of these actually stick around to impact our world and communities.

BTW, is there any way readers can subscribe for this 100 things list every year? Please let me know.

Cheers

15 | christine

January 27th, 2011 at 3:48 pm

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Hey Mufaro – you can sign up for weekly updates from us here: http://jwtintel.jwt.com/specialoffer.html

This way when the next report comes out next year, you’ll be sure to be notified.

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Things to Watch

  • “Intuitive Eating”
    July 29, 2014 | 5:00 pm

    Veggies

    As spotlighted in our 10 trends for 2014 report, people are becoming more interested in Mindful Living, including the notion of eating more mindfully. And with consumers showing declining interest in dieting, the idea of “intuitive eating”—paying closer attention to the body’s hunger signals rather than following a strict regimen—has been steadily gaining traction. Recent media mentions include articles in Fitness and New Zealand’s Stuff, and a Refinery 29 writer is blogging about adopting the practice. With a recent analysis of studies finding that intuitive eating can be a successful strategy for people who are overweight or obese, watch for more consumers to embrace this anti-diet philosophy. —Allison Kruk

    Image credit: Theresa Kinsella

  • Chinese mega-cities
    July 24, 2014 | 1:15 pm

    Tianjin

    China, home to the world’s second largest rural population, is expected to add close to 300 million more urbanites by 2030, when Shanghai and Beijing will likely account for two of the world’s Top 5 mega-cities, according to new UN research. “We are observing one of the most significant economic transformations the world has seen: 21st-century China is urbanizing on a scale 100 times that seen in 19th-century Britain and at 10 times the speed,” notes a new McKinsey paper on cities and luxury markets. China’s wealth will be concentrated in these urban areas: Over the next decade, McKinsey expects Beijing, Tianjin, Guangzhou, Chongqing and Shenzhen, in addition to Hong Kong, to join the list of “top luxury cities.” —Marian Berelowitz

    Image credit: Jakob Montrasio

  • Brands + Google Glass
    July 15, 2014 | 6:09 pm

    SPG

    As Google Glass makes its way into the hands of more people (last month it became available in the U.K.), brands are experimenting with the new possibilities that the platform affords. In March, Kenneth Cole became the first to launch a marketing campaign—the “Man Up for Mankind Challenge”—through a Glass app. Users were challenged to perform and document good deeds for the chance to win a prize.

    Starwood’s new Glass app, billed as the first such app from the hospitality sector, lets people voice-search its properties, view photos and amenities, get directions and book rooms. An array of other marketers have turned out apps for early adopters, from Sherman Williams’ ColorSnap Glass (easily create a paint chip that mirrors anything in view) to Fidelity (delivers daily market quotes for Glass wearers). —Tony Oblen

    Image credit: SPG

  • Ugly produce
    July 10, 2014 | 2:45 pm

    Intermarche

    Ugly Produce, on our list of 100 Things to Watch in 2014, is proliferating in Europe, thanks in part to government efforts to reduce the 89 million tons of food wasted in Europe each year. In France, Intermarché has been getting buzz for creating a produce section dedicated to “Inglorious Fruits and Vegetables”; a whimsical ad campaign reportedly drove a 24 percent rise in store traffic.

    U.K. supermarket Waitrose recently began selling packs of tomatoes that are misshapen or have fallen off the vine naturally. And in Portugal, Fruta Feia (“Ugly Fruit”) is a cooperative launched in late 2013 that sells unsightly produce that would have gone to waste. Per The New York Times, the group already has a waiting list of 1,000 customers. In line with one of our 10 Trends for 2014, Proudly Imperfect, watch for ugly produce to catch on with both retailers and shoppers. —Jessica Vaughn

    Image credit: Intermarché

  • The $1.25 Cube
    July 3, 2014 | 12:30 pm

    As we outline in Immersive Experiences, one of our 10 Trends for 2014 and Beyond, entertainment and narratives are becoming more enveloping in a bid to capture consumers’ imagination and attention. An immersive project from JWT Israel, a winner of the Cannes Chimera challenge, aims to help people experience what it’s like to live in extreme poverty. Once it’s created, the cube will create a multisensory experience that uses tools like augmented reality to simulate sights, sounds and smells and elicit certain feelings. Participants can exit only when the person in line behind them inserts $1.25, a metaphor for the collaborative efforts needed to fight poverty. The aim is for the cube to travel to international events like the Davos conference in order to influence global leaders. —Hallie Steiner

    Image credit: JWT Israel

  • Google’s Android Auto
    June 26, 2014 | 3:00 pm

     

    Android

    The connected car is rapidly becoming a reality. Fast 4G LTE connections are turning vehicles into hot spots that come with a data plan, while Apple’s iOS and Google’s Android are making their way onto dashboards. This week Google introduced Android Auto, with the first compatible cars expected by year-end. Apple’s similar CarPlay, which turns the car into a platform for an iPhone’s content, was announced in March and is included in new Ferrari, Mercedes-Benz and Volvo models.

    Car-based app ecosystems will provide relevant info (traffic, maps, vehicle diagnostics, restaurant suggestions) and entertainment, combined with safety precautions like voice control. As we outline in our mobile trends report, connected cars—complete with Internet hot spots, a suite of apps and sensors that communicate—will eventually link up with drivers’ homes, mobile devices and other gadgets to form a seamless system. —Marian Berelowitz

    Image credit: Android

  • American Eagle Outfitters’ recycling boxes
    June 19, 2014 | 3:45 pm

    American Eagle

    In a bid to create a more closed-loop production cycle, retailers including Puma and H&M are partnering with I:CO, a Swiss reuse and recycling firm that sets up collection points in stores for used clothing and shoes. The latest retailer to link up with I:CO is American Eagle Outfitters, which has added collection boxes in all its North American stores. Customers who participate in the “Live Your Life. Save Your Planet” initiative get a $5 credit toward AEO jeans. Any proceeds gleaned from the program will be donated to the Student Conservation Association.

    “The vision is for all products to be designed with future uses in mind, so materials can be 100% reused in a truly endless cycle,” explains a post from I:CO on American Eagle’s blog. An array of brands are taking steps toward a similar vision, as detailed in our upcoming report on the circular economy. —Marian Berelowitz

    Image credit: American Eagle Outfitters

  • Marriott’s #LoveTravels
    June 11, 2014 | 1:45 pm

    Americans are now largely open to seeing LGBT characters or couples in ads, as recent JWT research confirmed, and thus “advertising is coming out of the closet, with visible and innovative LGBT Pride campaigns from a diverse range of brands,” writes GLAAD’s Rich Ferraro in Brandchannel. One of the more notable campaigns this Pride month is Marriott’s #LoveTravels, featuring portraits of people including gay NBA player Jason Collins, transgender model Geena Rocera and two dads with their kids. The campaign includes print and display ads and building wraps at five Washington, DC, hotels; a microsite details the individual stories.

    “This is one of the most diverse and inclusive campaigns to have ever run in mainstream advertising,” writes Ferraro. Meanwhile, rival Hilton has revamped its LGBT-focused site and is hosting a wedding reception at the Beverly Hilton for the co-plaintiffs in California’s Proposition 8 gay-marriage court case. —Marian Berelowitz

  • Vogue’s shoppable Instagram
    June 4, 2014 | 2:36 pm

    As we outline in Everything Is Retail, one of our 10 Trends for 2013 and Beyond, shopping is shifting from an activity that takes place in physical stores or online to a value exchange that can play out in multiple new and novel ways. Instagram, a platform ripe with potential, is among those new ways. Vogue’s Instagram feed is now shoppable for consumers who have signed up with rewardStyle’s Like to Know service; liking certain images triggers an email with instructions on how to buy featured items.

    RewardStyle tells DigiDay that more magazines will be signing up shortly. Other firms helping brands monetize Instagram include Soldsie and Hashbag. —Marian Berelowitz

  • Ethically sourced electronics
    May 29, 2014 | 10:45 am

    Last year’s launch of Fairphone, an ethically sourced and produced mobile phone, put a spotlight on the raw materials in our digital devices. Currently taking orders for a second batch of 35,000 phones, the Dutch company ensures that minerals come from conflict-free areas so they’re not helping to fund armed groups. Now a two-minute spot from Intel showcases the company’s commitment to using conflict-free minerals in its microprocessors. Intel’s website delves into the issue, and CEO Brian Krzanich also spoke on the topic at this year’s CES.

    Alongside sourcing sits labor issues, another ethical consideration that Fairphone addresses. Expect more tech companies to start improving their track record when it comes to how their products are made. —Will Palley

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