全球100大趋势报告2.0(英文)- WundermanThompson-202006.pdf
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1、The Future a report by wunderman thompson intelligence The Future Emma Chiu Global Director, Wunderman Thompson Intelligence Intelligence.WundermanT Normal life as we knew it has been upended by a global pandemic, laying the foundations for an entirely new normal that will shape the years ahead. Aft
2、er we released “The Future 100,” our annual trend report, in January 2020, news of a novel coronavirus started making headlines. On March 11, the World Health Organization officially labeled COVID-19 as a pandemic. As the world introduced measures designed to curb the virus, including social distanc
3、ing and country-wide lockdowns, our team closely tracked the new behaviors, cultural shifts and industry changes stemming from these sudden changes. Looking back at “The Future 100,” released just months earlier, we found that many of the trends we identify in our report are still applicable, and ha
4、ve even accelerated and matured. “The Future 100 2.0.20” is a follow-up, highlighting 20 key trends that have fast-tracked as a result of COVID-19, plus five completely new trends to watch as the world embraces new habits (goodbye, handshakeshello, elbow bumps). Some of our findings show that the ou
5、tbreak of COVID-19 has sent anxiety levels up. Younger Americans, aged 18 to 24, are five times more anxious than generation X and boomers; they are burdened by concerns around the economic future, job prospects and the cost of living. Despite that, an underlying sense of positivity keeps people hop
6、eful during these uncertain Introduction times (see optimistic futures, p4), as they take to the internet to search for good news and tune into uplifting stories. Brands roles continue to evolve as companies are called on to step up and assume a philanthropic mantle. Many have taken unconventional a
7、ctions, working together to further a greater cause than profit, setting aside competition, and even completely changing production (see unconventional brand actions, p31). Such actions are not going unnoticed; a vast majority of Americans, 92%, admire companies that are taking action to help stop t
8、he spread of the coronavirus. The global lockdown has given people time to reflect, and to reprioritize and reinforce their values. From the importance of community and supporting local enterprises to the need for better public health regulations to protecting future generations, brands and marketer
9、s have a plethora of new consumer attitudes to address. Needless to say, the year 2020 will go down in history. With a virus rippling across the world, trailing unprecedented disruption, brands and leaders need to be nimbler than ever. Those able to respond quickly, pivot business direction, and hel
10、p work towards a better future will be best placed to thrive in the new normal. THE FUTURE 100 2.0.202 01 Optimistic futures 4 02 Taming techs influence 8 03 Protective tech, protective everything 11 04 New digital communities 15 05 Privacy era 19 06 Legacy preservation 22 07 Disaster-proof destinat
11、ions 23 08 The new super-creatives 26 09 Unconventional brand actions 31 10 Future-proof ingredients 34 11 Regenerative agriculture 36 12 Skincare 2.0 40 13 Anti-excess consumerism 42 14 The new superstore 47 15 Health concierges 50 16 Wellness architecture 52 17 Digital spas 55 18 Engineering compa
12、nionship 59 19 New payment gestures 62 20 Gen Z finances 64 21 The new language of advertising 67 22 The gaming multiverse 69 23 Novel dining formats 73 24 Renewed faith 76 25 Gamescape travel 79 Leader POV: experts weigh in on industry futures 85 20 accelerated trends from the Future 100 2020Five n
13、ew trends plus leader POV People and brands are making a concerted effort to seek out positivity, fueling a collective momentum working towards a future built on optimism. People are seeking out good news now more than ever. In the United States, Google searches for “good news” spiked in the second
14、week of April 2020, reaching a five-year high, according to Google Analytics. World Health Organization (WHO) guidelines for coping with COVID-19 include the recommendation that individuals “find opportunities to amplify positive and hopeful stories.” Platforms and news outlets are picking up the ma
15、ntle, reframing their reporting approach to highlight uplifting and optimistic stories. On March 23, i-D introduced the “Coronavirus Good News Bulletin,” a weekly installment of “hopeful stories from the pandemic” intended to “inspire optimism and hope as we adapt to our new normal.” Elle UK has pub
16、lished a series of good news updates with positive stories from around the world. The Telegraphs “Coronavirus Positive” column is a “daily compendium of positive coronavirus news stories from around the world.” Optimistic futures Christopher Kane for Dazed #AloneTogether THE FUTURE 100 2.0.204 Left:
17、 Peter Kennard x Jamie Reid for Dazed #AloneTogether Right: Jonas Lindstroem for Dazed #AloneTogether THE FUTURE 100 2.0.205 a campaign in collaboration with all-star athletes encouraging people to stay home, with the message “now more than ever, we are one team.” Budweiser partnered with the Americ
18、an Red Cross to “come together in support of the heroes on the front line of the health crisis.” And in April, Nescaf Chile released an uplifting commercial featuring the 2010 song “Dar es Dar” (to give is to give) by Argentine musician Fito Pez, sung by ordinary people in their homes. On May 1, Dor
19、itos announced a new program championing the next generation. “Doritos Valedictorian” invites graduating seniors to submit short speeches that they would have given at graduation, with the chance to deliver them to listeners nationwide on iHeartMedias special podcast Commencement: Speeches for the C
20、lass of 2020 alongside cultural icons such as Katie Couric and John Legend. The goal is to inspire future generations. “The speech element of graduation was such a cultural moment for these seniors, and now theyre losing that voice,” says Marissa Solis, SVP of marketing, Frito-Lay North America. “Do
21、ritos is a brand thats long been about giving a platform and voice to that next generation, so we wanted to help take that platform to the next level.” Why its interesting: Consumers and brands alike are prioritizing unifying and optimistic messaginga move that is propelling uplifting and inspiring
22、platforms. “Coronavirus has changed our lives,” wrote Mark Rice-Oxley in the Guardians March 27 edition of its weekly column “The Upside.” “It has changed newsrooms too. Never before have so many journalists cast around for silver linings. Never before has so much optimism been publishedand read.” O
23、n March 29, John Krasinski launched his Some Good News YouTube channel, reporting on uplifting stories and spreading happiness. The DIY news dispatchwhich Krasinski films alone in his home office, in front of a poster with a logo drawn by his daughtershas received an overwhelmingly enthusiastic resp
24、onse, with the first episode alone receiving over 17 million views by the beginning of May 2020. Brands are also projecting positivity with messages of appreciation and solidarity. A slew of ads at the end of March marked a collective step away from products and towards communicating unity and encou
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