Zambezi 2014 Trend Forecast

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Conventional marketing often ignores the wider context of culture. Not at Zambezi. We practice cultural planning - gathering cultural knowledge and insights in order to build brand equity by creating cultural currency.

Text of Zambezi 2014 Trend Forecast

  • 2014 TREND FORECAST 1 Wednesday, February 5, 14
  • The future is already here, its just unevenly distributed. - William Gibson 2 Wednesday, February 5, 14
  • WHY TRENDS? Conventional marketing often ignores the wider context of culture. Not at Zambezi. We practice cultural planning - gathering cultural knowledge and insights in order to build brand equity by creating cultural currency. We make brands future-ready by understanding the larger shifts in society that impact our clients and their businesses. Cultural planning defines the brands larger role in society and provides cultural relevancy. We hope this distillation of some of the most pertinent trends (not fads) for 2014 will provide context to help brands to compete in culture - not just in their respective categories. Whether you want to ride the next tidal wave or tap into a counter trend, we hope this report will help keep you and your brand relevant and ready for the year ahead. 3 Wednesday, February 5, 14
  • TABLE OF CONTENTS MINDFUL SOCIETY DIGITAL DETOX MAKER MOVEMENT SMALL IS COOL GUILT-FREE STATUS STUFFOCATION NEW LEARNING CULTURE QUEST FOR BETTERMENT CURRENCIES OF CHANGE CULTURE-JACKING BRAND FANS BRANDED POV PROJECTS REFRESHING HONESTY NEW NORMAL FEMALE FRONTIER SECRECY REIGNS PHYGITAL VISUAL DELICIOUSNESS FSTR HELPFULL PLAYSUMERS CURATED CURIOSITIES DIGITAL ANONYMITY ONE-TO-ONE REALIZED 4 Wednesday, February 5, 14
  • HOW TO USE THIS REPORT RESOURCES Anywhere you see a purple play button click on it and it will bring you straight to a video that further explains the example Anywhere you see a MORE > link, click on it and it will bring you to a source that will give you more cool information on the example 5 Wednesday, February 5, 14
  • MINDFUL SOCIETY * As the world becomes ever more fast-paced and people are grappling with increasingly unhealthy relationships with their digital devices, there is a movement towards the mindful, the present and the the here-and-now. People are realizing that really being present and enjoying the moment is the biggest present they can give themselves. Practices of truly being in the moment regardless of circumstance and focusing on pairing intention with attention are on the rise. The phrase Be Here Now means more than it ever has before. EXAMPLES WHIL - Billionaire Chip Wilson, founder and chairman of yoga-inspired athletic apparel company Lululemon, recently launched a site that encourages visitors to turn off the brain for 60 seconds by visualizing a dot. The hour-and-a-half yoga break is too much for most people, getting away from the chaos of work and technology even for one minute is all you really need to feel refreshed. MORE > Wednesday, February 5, 14 JOMO - So long, FOMO. As social media is seemingly taking over peoples daily lives - especially now that has morphed into a subliminal marketing tool, people are finding real, genuine joy in 'missing out. Similarly, there is a rising slow movementnot just slow cook, but slow run, slow biketo slow down and enjoy the sights that are right in front of us, instead of being preoccupied with those that arent. MORE > *Stylesight 6
  • DIGITAL DETOX * Having access to everything in the palm of our hands, literally, has become a way of life. Being able to shop, communicate, and work on-the-go has arguably changed the pace of modern life for the better, but its also diminishing the time we have to ourselves. People are looking more and more to escape from the constant noise and disconnect in creative ways, leaving time for free-flowing imagination, opportunities to make real, in-person connections and get back in tune with themselves. EXAMPLES CAMP GROUNDED - Camp Grounded is a place where grown-ups can go to unplug, getaway and, in their words be kids again. The rules at CG are simple: no phones, computers, tablets or watches; work talk, discussion of peoples ages and use of real names were prohibited. Schedules and work-jargon are also eschewed for an off-the-grid weekend of pure unadulterated fun. MORE > PHONE STACKING - A game that takes place usually over a meal or any social gathering in an attempt to get everyone to actually interact with each other as opposed to being glued to their phones. Everyone in the group must give up their phones and place them in a pile, stacking them on top of one another. The goal is to then see who can go the longest without their device. This game is becoming increasingly popular among adults and teenagers alike. MORE > Wednesday, February 5, 14 *BSSP 7
  • MAKER MOVEMENT * The maker movement describes the upsurge in communities with a desire to learn how to make physical things. From traditional crafts and DIY projects to 3D printers and digital design suites, people are getting genuine satisfaction from actually making something with their hands (as opposed to digitally). Dwindling manufacturing in the US and parts of Europe has arguably helped this revival, and has helped transform everyday hobbyists into viable economic players. EXAMPLES ETSY - With short-form documentaries, Etsys Hand Made Portrait series uncovers the story behind the makers and introduces viewers to creative people both within and beyond Etsys community. Starting in 2008, this series was the pioneer of maker videos introducing artists and craftspeople from around the world, exploring their spaces, and investigating how they make, what they make, and why it matters. CRAFT SERVICES- Everyone knows the best gifts are the ones that come straight from the heart, or the hands. Thats why Zambezi started Craft Services. Artists both from Zambezi and from the larger Los Angeles community created handmade goods for good. All work was displayed at a Holiday-themed silentauction. 100% of the proceeds went to 826LA. 826, the brainchild of author Dave Eggers, is a non-profit organization dedicated to supporting students with their writing skills *Stylesight Wednesday, February 5, 14 8
  • SMALL IS COOL * Modern consumers are all about authenticity. But, often times, finding authenticity and feeling a real connection to the mass-produced, the mainstream or the corporate is difficult. Thats why, whether its a brand, a service or a product, consumers will increasingly think small in years ahead. Rather than turning to big retailers to get the cheapest deals, micro-entrepreneurs will want products with meaning and will seek out unique and more authentic experiences. EXAMPLES MADE MOVEMENT - The Made in America brand once embodied SMALL BUSINESS SATURDAY - As an answer to the chaos of Black ruggedness and a kind of strait-laced patriotism, but recently it has morphed into a symbol of artisanal design and environmental sustainability. The artisanal version of Made in America got another boost last April, when three former bigtime admen launched Made Movement. Their e-commerce site, Made Collection, is all about shopping with a mission and, of course, features only Made-in-theUSA products. Friday, when people line up outside big box retailers like Target, Wal-Mart and Best Buy hoping to snag products they often dont even know they want (or need) for a great deal, American Express created Small Business Saturday back in 2010. Since then, they have continued to promote small businesses across the country in the name of boosting the American economy and creating jobs. MORE > Wednesday, February 5, 14 MORE > *BSSP 9
  • GUILT-FREE STATUS * Consumers can no longer escape an awareness of the damage done by their consumption to the planet, society, or themselves. But a mixture of indulgence, addiction and conditioning mean that most cant substantially change their consumption habits. The result? A never-ending guilt spiral. This creates opportunities for brands that combine tackling this guilt spiral with consumers endless status seeking. Guilt-free brands and products can help consumers escape this pervasive guilt spiral while still delivering on that status. EXAMPLES NATURALLY CLICQUOT - The champagne company has begun TESLA - The Tesla Model S sedan luxury electric vehicle began shipping to investigating ways to make their signature box more eco-friendly, consumerfriendly and useful. In a project called Naturally Clicquot, Veuve has developed the first ever 100% biodegradable, isothermal champagne package in history. The new, space-age-motif is made of eco-friendly potato starch and is isothermal, meaning it can keep your bottle of Veuve cold for up to two hours outside a fridge. It even comes with a handle. MORE > MORE > Wednesday, February 5, 14 Norway, Switzerland and the Netherlands in August 2013, with right hand drive models scheduled for March 2014. In September 2013 the Model S was the bestselling car in Norway, where electric car drivers can use bus lanes to skip past traffic jams. The Tesla was named Car of the Year in 2013 - its the ultimate ecofriendly status symbol, giving owners the best of both worlds. *Trendwatching 10
  • STUFFOCATION * The shift from stuff to experiences is arguably the most important cultural trend of the 21st century. In the 20th century, happiness meant material goods and a materialistic value system. Fast forward to the 21st century: Whether were worried about our carbon footpr