The year may be winding down, but December is an exciting time to look ahead. In their ninth annual forecast, JWTIntelligence
shares ten key trends that will drive consumer mind-set and behavior for 2014 and beyond. According to JWT Director of Trendspotting Ann Mack
, these trends look at how consumers are both welcoming and resisting technology’s growing omnipresence.
The report forecasts an exponential increase in consumer expectations for speed and ease with rise of the on-demand economy and our always-on culture. Meanwhile, the mobile device will come to represent a gateway to opportunity for underserved populations in emerging markets—helping people change their lives by giving them access to financial systems, new business tools, better health care, education and more.
Increasing immersion in technology will also continue to yield questions about its effect on people’s lives and privacy. In turn, many individuals will seek more balanced and mindful, in-the-moment lives and embrace imperfection in an all too polished and mass-produced world. The report also spotlights the accelerating shift to a visual vocabulary and the rise of telepathic technology.
“With our annual trends forecast, our aim is to understand the forces of change that are shaping culture, consumer behavior and business, and actively participate in driving that change,” says Bob Jeffrey, Chairman and CEO, JWT Worldwide. “This type of intelligence allows us to identify emerging opportunities in the global marketplace that we can leverage on behalf of our multinational clients.”