JWT have released their annual 10 Trends for 2014. View the Slideshare presentation with analysis.
Full breakdown of trends are as follows:
1. Immersive Experiences
Entertainment, narratives and brand experiences will become more immersive and altogether more enveloping in a bid to capture consumers’ imagination and attention.
2. Do You Speak Visual?
We’re shifting to a visual vocabulary that relies on photos, emojis, video snippets and other imagery, largely supplanting the need for text. “Visual” is a new lingo that needs to be mastered.
3. The Age of Impatience
With the mainstreaming of the on-demand economy and our always-on culture, consumer expectations for speed and ease are rising exponentially. As businesses respond in kind, making the availability of their products and services more instant, impatience and impulsiveness will only continue to increase.
4. Mobile as a Gateway to Opportunity
In emerging markets, the mobile device is coming to represent a gateway to opportunity—helping people change their lives by giving them access to financial systems, new business tools, better health care, education and more.
5. Telepathic Technology
Thanks to the rise of brain-computer interfaces and emotion recognition technology, brands are getting more adept at understanding consumers’ minds and moods, and reacting accordingly in a very personalized way.
6. The End of Anonymity
Thanks to an array of new technologies and a growing drive to collect personal data, it’s becoming nearly impossible to remain unobserved and untracked by corporations and governments. As anonymity becomes more elusive, expect pushback from consumers and a growing paranoia around technologies and services that affect privacy.
7. Raging Against the Machine
As we move further into the digital age, we’re starting to both fear and resent technology, fretting about what’s been lost in our embrace of unprecedented change. We’ll put a higher value on all things that feel essentially human and seriously question (while not entirely resisting) technology’s siren call.
8. Remixing Tradition
With social norms quickly changing and a new anything-goes attitude, people are mashing up cherished traditions with decidedly new ideas, creating their own recipes for what feels right.
9. Perfectly Imperfect
Imperfection and even outright ugliness—the quirky, the messy and the clearly flawed—are taking on new appeal in a world that’s become all too polished or mass-produced. The imperfect is coming to feel more authentic, and also more comforting and meaningful.
10. Mindful Living
Consumers are developing a quasi-Zen desire to experience everything in a more present, conscious way. Once the domain of the spiritual set, mindful living is filtering into the mainstream, with more people drawn to the idea of shutting out distractions and focusing on the moment.
Some pretty obvious continuations of last years trends. Mobile, information overload, right now demand, remixing, and the death of privacy. Brain science will continue to uncover new and amazing things that advertisers will use in increasingly creepy ways. People will embrace technology, but also struggle to adapt to the fundamental shifts. What a time to be alive.