WPP agency Wunderman Thompson has released its annual Future 100 report, opening the door to the trends that will shape the next 12 months. Developed by the agency’s futures think tank and innovation unit, Wunderman Thompson Intelligence, this product demonstrates potential mainstream consumer behavior changes and creative innovation. 100 trends drawn from different disciplines are designed to help marketers.
The trends that are attracting attention are:
Mobilize fandom: Fandom lives its own life, from simply consuming pop culture to becoming an idol content creator.
Cloud game: Video games have become the latest media for getting “Netflixized”.Amazon, Google, Tencent, Microsoft, Sony and Facebook are already making big bets on cloud gaming
Big brands circulate: From Gucci to UNIQLO, fashion brands are entering the second-hand business due to growing concerns about sustainability and slimming wallets.
Foraged ingredients: Not another food trend, but a beautiful trend with the emergence of new skin care brands made from wildly harvested plants and promising strong results.
Live commerce: Retailtainment is migrating online with a compelling and customized shopping experience that uses video streaming to demonstrate and sell products and interact with customers in real time.
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