2019全球100大趋势报告.pdf

THE FUTUREExhibition view of Mori Building Digital Art Museum: teamLab Borderless, 2018, Odaiba, Tokyo. teamLab THE FUTURE 100 2 Welcome to the Future 100 2019! What a rollercoaster year of change it has been. Were seeing the big, disruptive political, economic and environmental currents play out in culture, consumer behavior and emerging trends, as consumers seek to navigate the storm. Wellbeing, stress management and health are all prompting a continued evolution of new products and services to help sooth unstable, constantly connected lifestyles. Meanwhile the definition of wellbeing continues to expand, encompassing everything from spirituality to lighting design. Brands are also evolving. Theyre becoming civic leaders, advocates, even therapists (see our Brand Therapy trend). Theyre driving dialogue change by reinventing how we address taboos in everyday life, tackling everything from sexual health to menopause to hair lossand are empowering refreshing, open new dialogues. Theyre also stepping in to solve world problems, leading material science innovation and creating new environmental policies at scale. Its clear that brand sustainability, once viewed as “nice to have” and limited, perhaps, to recycled packaging, is now a mandate and a base expectation for consumers. Likewise, the wellbeing movementonce the preserve of coastal US millennials and established marketsis now going truly global. We saw this in our deep dive into wellbeing in the APAC region. Technology continues to shapeshift at a rapid pace but were seeing seed change appear. Silicon Valley is having a reputational reckoning, as awareness INTRODUCTION of this groups scale, reach, and ethical behavior (or lack thereof) becomes clear. As a result, were seeing tech brands, big and small, start to differentiate with more ethical or empowering privacy policies. Silicon Valley is also coming up against a powerful rivala competitor in the shape of China Tech. When it comes to shopping and consuming, the influences on purchasing decisions are becoming ever more decentralised, personal and visual. Taking stock of our list this year, I was struck by how integral Instagram has become to trends, shopping, visual language, and cultureand also by the degree to which all consumers, not just influencers, see themselves as brands, curators, and creators. That also has its downside. For a long time, brands have successfully used visually compelling experiences, environments and packaging to inspire organic social sharing, but consumers are getting wise and starting to pull back. Whats next? Were sure to see more disruption as 5G (charted in our 2018 report) truly lands. Were also seeing a wealth of activity in sound as a channel for entertainment, culture, news, and brand interactioninterestingly, in sync with multichannel entertainment ecosystems. Fashion brands are creating podcasts, streaming platforms are creating original content, social networks are becoming entertainment channels, and its all increasingly centered on the smartphone as the primary portal. Bring on 2019! Lucie Greene Worldwide Director of the Innovation Group JWTIntelligence01 Museum futures 6 02 Xennial politicians 9 03 Mothers of ambition 11 04 Reframing masculinity 13 05 Instagram backlash 16 06 Movie-pass wars 19 07 Silicon Valleywood 20 08 Funerals on demand 23 09 Elevated petcare 25 10 2019 zeitgeist shades 28 11 Humanizing tech 32 12 Social media wellbeing 36 13 Sound empires 38 14 Ethical internet 40 15 Consumer-champion tech 42 16 Real-time tech 45 17 Techs hidden figures 46 18 Future tech cities 48 19 Uber ecosystems 51 20 Unexpected formats 54 21 Immersive public landmarks 57 22 Editorial travel agents 59 23 Gen Z travelers 60 24 Adventure architectural hotels 62 25 Renaissance neighborhoods 64 26 Supersonic travel revival 65 27 Xennial camping 66 28 Transportality 68 29 Chinas globe traveler nation 71 30 Three hot to trot destinations 73 31 Brand therapists 78 32 Mediavolution 79 33 Future of money: visual shift 82 34 Biophilia futures 84 35 Inclusive design 86 36 Freelancer-first services 88 37 Women and money 91 38 Bumble empire 93 39 Grass root brands 94 40 The age of the hyper-influencer 97 41 Clean comfort food 100 42 Frozen food rebranded 103 43 Water connoisseurship 103 44 Bread 2.0 106 45 DNA dinners 108 46 Three hot ingredients 110 47 Wine waters 112 48 Shape-shifter foods 115 49 Breakfast booze 117 50 Modern renaissance interiors 118 BRANDS Jason Kander, born 1981, army veteran and Obama-tipped Democratic party future superstar; and Andrew Gillum, born 1979, and 2018 Democratic nominee for Governor of Florida. We first explored the Xennial cohort in a study we published in 2017. This group, aged 30-45 and comprising older millennials and younger generation Xers, is becoming increasingly influential in culture, consumption and politics, combining adult spending power and habits (theyve got kids now) with millennial valuesconcern over climate change and gender equality are just two. Now they are engaging in politics to grapple with the unique systemic challenges theyve inherited, from student debt to house prices. XENNIAL POLITICIANS 02Alexandria Ocasio-Cortez. Photography by Corey Torpie “Many emerging adults are realizing that student debt and precarious work arrangements arent temporary difficulties, but structural issues that need to be addressed. No wonder this group is pushing back, politically, against a status quo that seems to be stacked against them.” THE FUTURE 100 10 Todays New Adults will form the core of tomorrows voters, carrying significant influence over national issues. In the 2016 US election, millennial and gen X voters outnumbered boomers for the first time, according to the Pew Research Center. In the United Kingdom, their impact is already visible. Although Labours surprising gain in the share of seats in the 2017 general election was credited mostly to younger voters, an Evening Standard poll revealed significant shifts to Labour among 35-54-year-olds. WHY ITS INTERESTING: As we pass the 10th anniversary of the global financial crisis, its easy to forget that the opportunities missed by millennials and gen Xers during the depths of the subsequent recession have had lasting effects. Many emerging adults are realizing that student debt and precarious work arrangements arent temporary difficulties, but structural issues that need to be addressed. No wonder this group is pushing back, politically, against a status quo that seems to be stacked against them. CUL TUREEmbrace Ambition by Tory Burch THE FUTURE 100 11 Motherhood is being rebranded. From fashion models and comedians to influencers and high-profile execs, women are leading a positive new dialogue about what it means to be a mother. In summer 2018, audiences cheered as Sports Illustrated swimsuit model Mara Martin walked the runway in Miami in a glittery gold bikini while breastfeeding her five-month-old-daughter Aria. Slick Woods graced the July 2018 cover of Elle and also took to the runway for the New York Fashion Week 2018 Savage x Fenty lingerie show, alongside another heavily pregnant model. Designer Marta Jakubowski sent a model sporting the Elvie wearable breast pump down the runway during London Fashion Week 2018. Model Chrissy Teigen regularly posts frank portrayals of motherhood on Instagram, including one shot of her pumping breastmilk in the car before dinner. MOTHERS OF AMBITION 03 CUL TURETop: Chairman Mom Bottom: Create & Cultivate “Real and raw portrayals of motherhood are rejecting the reductive notion of mothers as passive caregivers, turning instead to a language of bold empowerment that eschews the outdated either/or of motherhood and career, and shines a light on the expanding definition of modern motherhood.” THE FUTURE 100 12 Comedian Ali Wong performed while over seven months pregnant in her breakthrough Netflix special “Baby Cobra” and again in the sequel “Hard Knock Wife.” With her biting commentary on breadwinning and breastfeeding, Wong is normalizing the ambivalence and anxiety that so many mothers have previously had to face silently. Sarah Lacy, CEO of tech news platform Pando, seeks to rebrand working motherhood with Chairman Mom, a subscription-based online community launched in spring 2018 that connects working moms and helps them solve the toughest problems they face. With Chairman Mom, Lacy pushes back against the trope that motherhood leads to a career dead end. WHY ITS INTERESTING: Real and raw portrayals of motherhood are rejecting the reductive notion of mothers as passive caregivers, turning instead to a language of bold empowerment that eschews the outdated either/or of motherhood and career, and shines a light on the expanding definition of modern motherhood. CUL TUREMenmade THE FUTURE 100 13 Brands, marketers and newsmakers have intensively zeroed in on the female experience of lateand rightly so. But now, insights agencies, research groups and think tanks are starting to ask: what about men? Faith Popcorns BrainReserve released a study at the summer 2018 Cannes Lions International Festival of Creativity exploring how masculinity is evolving and what these changes mean to marketers. The Future Laboratorys “New Masculinity” report, released in spring 2018 by the London-based futures consultancy, takes a deep dive into the shifting definition of manhood. Carl Martin (formerly of Burberry and UsTwo) launched Menmade, a collective for men who do not recognize themselves in negative, one-sided pop-culture narratives. Trailblazing brands such as Harrys, Hims, Bonobos and Axe have started working to present a more multifaceted view of masculinity in marketing, with campaigns that make an effort to consciously adapt the portrayal of masculinity to allow for more nuance, flexibility and compassion. “I think what this entire conversation has been about and what its brought up is the need to allow men to exist in a plurality of different versions of their REFRAMING MASCULINITY 04 CUL TUREmanhood, rather than defining specific boundaries in which they should exist if they want to perform masculinity correctly in 2018,” Peter Maxwell, senior journalist and author of the Future Laboratorys “New Masculinity” study, tells the Intelligence Group. “Theres a need for brands to become involved in providing better role models for men and to undo some of the damage that theyve been complicit in subjecting society to over the last 50 to 100 years.” WHY ITS INTERESTING: Brands have undeniably been “culpable in reinforcing or creating some of the stereotypes” that have contributed to the problem of toxic masculinity, notes Maxwell. Now, its time to make amends by presenting a more nuanced version of masculinity. #EvolveTheDefinition campaign by Bonobos THE FUTURE 100 14 CUL TURE