Think 2018 will be just like the year that went before it? According to J. Walter Thompson’s Innovation Group’s 100 Trends Shaping the Future, it won’t.
The fourth annual Future 100 Report is a mixture of evolutionary and revolutionary changes.
Things you didn’t see coming? There’s Trippy Wellbeing. Psychedelic drugs are in vogue again. Popular in a way not seen since the ‘60s. And in keeping with today’s wellness-focused culture, in this surge they’re being explored as gateways to a more balanced self.
There’s Lab Grown Luxury, which includes luxury fabrics and leather created synthetically, without the cruelty or the carbon footprint.
Things you figured were inevitable? Streaming Wars, Farming 2.0, Hipster Luxe and The Internet of Eyes and Ears.
Lucie Greene, Worldwide Director of the Innovation Group, commented, “The future is happening faster than ever, thanks to the rapid pace of tech innovation and digital culture. New models of commerce are causing disruption and scaling rapidly. In food, drink and beauty, we see nascent trends exploding in a nanosecond, thanks to social media. Meanwhile, new technologies are completely transforming the way we interact with commerce, marketing and the internet. AR, VR, AI, voice activation and 5G will all create seismic change in the way we work and live. Coupled with this, we are seeing consumers who are more demanding of brands than ever – and focused on wellbeing, experiences and self-improvement in all aspects of their lives.”
The 10 lenses under which the trends are categorised are Beauty, Brands & Marketing, Culture, Food & Drink, Health, Lifestyle, Luxury, Retail, Tech & Innovation, and Travel & Hospitality.
New Millennial Careers: Lifestyles and work patterns are changing, and with this come new professions and side hustles for millennials. The latest? Doulas, micro-influencers and on-demand video crews (for Instagram Stories, YouTube and more).
Gen Z Beauty: The highly sophisticated teenage generation is already transforming the beauty space. It’s not bound by conventions, uses beauty to express itself and is eagerly including wellbeing in its lifestyle. New creative cosmetic lines and wellbeing products are emerging for this generation.
Manufacture 2.0: Sports products designed for each individual and made on demand. This is happening.
Gourmet Babies: High-end bubs are being caught up in their parents’ healthy, adventurous values. Cue: Clean baby food, Korean black rice congee and more.
Download the full report, including all 100 trends here.
Did the 2017 predictions by J. Walter Thompson’s Innovation Group play out as promised? Watch out for the assessments on J. Walter Thompson Intelligence’s website.