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Earlier this week Rajat Paharia visited our offices here at JWT to speak at Social Media Week about game mechanics in marketing. (Gabe Zichermann, whom we also recently interviewed, was on the same panel.) We spoke with Paharia late last year as we were researching one of our “10 Trends for 2011,” All the World’s […]

As a self-described “gamification thought leader,” Gabe Zichermann makes a case for using gaming principles to motivate and engage consumers. He co-authored Game-Based Marketing and chairs the Gamification Summit, which takes place later this month in San Francisco. We spoke with him about one of our “10 Trends for 2011,” All the World’s a Game—the […]

Eco-friendly product launches increased by more than 500 percent from 2007 to 2009, reports Harvard Business Review. And green initiatives are shifting from competitive advantage to core competency, as we noted in our 10 Trends for 2010 report. As green products proliferate, and compete against each other, brands will need to focus less on eco-messaging […]

Christopher Poole, the founder of the controversial website 4chan, argues that online anonymity empowers people to achieve unfiltered self-expression. Poole, aka moot, spoke in defense of online anonymity at a recent TED conference, and the video’s release last week prompted debate around free speech. 4chan is part of a Web landscape where, in many places, unsavory […]

“Will 2010 be the year of the daddy blogger?” asked Fleishman-Hillard’s Jessica Smith last August on her blog. After all, 2009 saw a record number of stay-at-home dads in the U.S. (according to the Bureau of Labor Statistics), a major campaign from Sony targeting daddy bloggers, and launches of community networks like Dad Blogs and […]

Online privacy has been all over the news: Just this week a U.S. Congressman introduced draft legislation that would regulate how online ad networks use personal data and Facebook, already under fire for privacy issues, made headlines for exposing some users’ private chats. And yesterday the Lift Conference 2010 in Geneva—a Europe/Asia conference exploring the […]

The behavior of big brands at the heart of the global economy can affect billions. As Adam Hanft recently wrote in The Huffington Post, Google‘s free-speech issues in China are symbolic of how “brands have grown large in the culture, standing for increasingly meaningful issues, belief systems that stretch well beyond their core functional benefit.” In […]

A Hollywood twist on the future of marketing, The Joneses is a film about a “family”—really, employees of a stealth marketing agency in disguise—who use their lifestyle charisma to secretly sell upmarket goods to their suburban neighborhood. The Joneses is certainly based on real trends in covert branding. As a new platform for marketing, the […]

The UN’s World Water Day recently brought attention to escalating global water shortages, and cities worldwide are launching ambitious projects to solve the freshwater crisis. And increasingly, brands are starting to become more proactive in water conservation. Scientific American suggests that “water footprint” labels may help consumers conserve water by exposing how much of it […]

Is the mass market dead? The New Yorker’s James Surowiecki sees market growth for brands at the low end (e.g., the “well-priced adequacy” of Uniqlo jeans) and the high end (products that consumers consider worth the premium like the iPad), with brands in the middle languishing. Brand titans like Coca-Cola and McDonald’s will always be strong […]


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Things to Watch

  • Kenzo Totem
    July 6, 2015 | 11:51 am

    KenzoTotem

    This summer, Parisian fashion label Kenzo premieres its collection of unisex fragrances, Totem. Priced lower than the brand’s other fragrances, the new collection targets younger consumers who value diversity and eschew gender stereotypes, putting the brand in an ideal position to succeed with generation Z.

    Continue reading “Kenzo Totem” »

  • Bloom
    June 29, 2015 | 11:32 am

    Bloom

    A new service called Bloom aims to bridge the generation gap using stripped-down technology. The service includes a minimal tablet display interface that seniors can place in a chosen room to receive updates from family, as well as a smart wristband that activates the display automatically when users approach it. Other family members who’ve downloaded Bloom can share photos and videos to their loved one’s stream using their mobile devices.

    Continue reading “Bloom” »

  • SecondHands
    June 25, 2015 | 12:02 pm

    SecondHands Small

    British online supermarket Ocado has announced its SecondHands program: a five-year project aiming to create an autonomous robotic warehouse employee. An example of our “Cognitive Technology” trend in this year’s Future 100 report, the project could revolutionize the way factories handle repairs, logistics and more, but comes with its share of challenges. Continue reading “SecondHands” »

  • Offices for the young at heart
    June 23, 2015 | 5:59 pm

    LegoModern offices, especially in the tech sector, have become known as adult playgrounds that foster creativity and collaboration. The image of millennials playing ping pong at work is its own meme in the age of The Social Network. And there’s a prevailing idea that the younger the workforce, the more cutting edge and productive the company.

    Continue reading “Offices for the young at heart” »

  • Transparency ratings
    June 22, 2015 | 4:23 pm

    Data

    The fight for digital privacy continues to gain momentum two years after Edward Snowden’s dramatic disclosures. But while most technology companies have made progress in protecting consumer data, some are lagging behind, according to the latest report from the Electronic Frontier FoundationContinue reading “Transparency ratings” »

  • Taste rewind
    June 19, 2015 | 5:29 pm

    Britney_Small

    Spotify’s new Taste Rewind feature is a music lover’s time machine. It’s a tool designed to help listeners discover “what you’d be jammin’ out to if you were born during a different decade.”

    Taste Rewind asks you to choose three of your favorite contemporary artists, then creates a personalized playlist representing each decade from the ‘60s on. Targeting a younger user base, the app plays on Millennials’ tendency to be nostalgic even about eras they never experienced. Continue reading “Taste rewind” »

  • Menswear’s delicate side
    June 17, 2015 | 5:13 pm

    DelicateMenswear

    Recent years have seen a surge in gender-neutral fashion, from luxury heavyweights such as Prada to cult favorite Hood By Air. But this week at London Collections Men, designers are offering a new twist: lace, ruffles and velvet, constructed in distinctly masculine shapes. Continue reading “Menswear’s delicate side” »

  • Co-working gets domestic
    June 16, 2015 | 5:28 pm

    WeWork

    Popular co-working space WeWork will soon launch WeLive—a project that combines WeWork’s famously fun work spaces with dorm-style micro apartments. A press release for WeLive describes the buildings as “neighborhoods,” featuring 200+ apartments with shared commercial-grade kitchens and community spaces, along with several floors of office space. Continue reading “Co-working gets domestic” »

  • Native American dining
    June 11, 2015 | 1:56 pm

    native-american-food-truck-small

    Although it’s easy to sample the cuisines of Ethiopia or Vietnam in most major US cities, Native American restaurants are practically nonexistent. However, with the rise of locavore movements and interest in pre-industrial foods from the likes of the paleo crowd, the indigenous cuisines of the United States could be ready to claim their rightful place in today’s food culture. Continue reading “Native American dining” »

  • Time-travel media
    June 8, 2015 | 5:13 pm

    Future Chronicles

    The Future Chronicles, currently raising money on Kickstarter, bills itself as the “first magazine ever that travels through time.” Created by German agency Hyperraum, the magazine aims to explore both the past and the future through creative narration and design.

    Continue reading “Time-travel media” »

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