head of strategy at amnesia razorfish

Trend Predictions Report 2009 by Leo Burnett Group.
Download Leo Burnett Group Predictions 2009

New Realism

Economic
conditions will profoundly affect our cultural context moving forward.
As our creative content becomes more tangible and honest in reflection,
we will be forced to be more realistic about everything over the coming
years. The human story will be one of value reflection and
reassessment, as both our priorities and purchases are examined in
light of what is truly meaningful to us. As the language of hopes and
dreams is replaced by one of pragmatism and prudence, new value systems
will emerge. We will be more open to expressions that are confident,
secure, uplifting, connected, honest and progressive.

Hyper Reality

Major
developments are now happening at lightning speed and changing status
quos are revealed in real time with very real consequences. Governments
will be judged by how they manage change and, ironically, by how much
they bring about change itself has become the mantra of modern
politics. Businesses will face major challenges to keep up with and
evolve to meet peoples rapidly changing needs. As economies, societies
and cultures are recast, the need to know whats next has never been
greater.

The Trust Economy

Trust is set to become a
critical success factor for brands in 2009. Where we place our trust is
changing dramatically. In turbulent times we look to organisations that
share our concerns, manage anxiety and take the lead. With the trust
spectrum up for grabs, organisations that show they are going the extra
mile for people will prosper. Supermarkets in particular have
positioned themselves as consumer champions for some time and look set
to benefit in this new era.

Eco Austerity

Being green
was once costly, time consuming and a matter of conscience. A major
juncture is about to be reached in the future of the planet as
austerity turns the environmental case into an economic one. Energy
efficiency saves money as well as the planet, and the uptake of this
critical message is about to define our future development. The
recession will hijack the green argument, turning it from a moral
argument to an economic one.

Digital.tv

While no media
has ever replaced another, TV has been trapped in a corner for some
time. In 2009 we will reach the tipping point for broadcast quality
Internet Television. Yes, people have been watching TV online for some
time, but watching TV on YouTube is not the most satisfying experience
a bit like watching YouTube clips on TV. This year such painful
experiences will become a thing of the past as media neutral TV finally
goes mainstream.

Thread Marketing

In the future
content will need to be free from central control and tradable in the
new networks – tomorrows Facebook or Bebo. The aim will be not to drive
people to a home page but to scatter diverse pieces of content in
multiple contexts and thread them back to the brand. In this emerging
era unifying ideas, brand logos or simple short codes will form the
threads that link content together. As many adverts already carry URLs,
in the future we will see bus ads linking to desktop widgets, on-pack
promos leading to corporate-led films, and so on ad infinitum.

Generation Game

Video
games used to be the preserve of disenchanted adolescents, but as
gaming becomes a truly mass pursuit, soon we will all be part of
Generation Game. With economic pressures set to encourage us homewards,
the cultural clout of gaming will be further accelerated. The future of
the medium is unlimited as the educational potential and social
networking possibilities of games platforms are further explored.
Gaming will be a fulcrum for future innovation across multiple areas.

The End of Fact

Perceived
wisdom now changes on a daily basis and we should expect more
contradictory opinions and diverse solutions being presented as
definitive. Fact checking is becoming a thing of the past as online
opinions blur the line between truth and hearsay. Authority will
increasingly become a key communication metric and for media
organisations editorial oversight will be a key differentiator. In a
time when truth is more contested than ever, objectivity and
impartiality will become rarefied and more in demand.

Brands as Vehicles

Brands
are landing points; we follow our needs and invariably end up at a
brand. This is all set to change. The brands of the future will be
vehicles and not just destinations. The success stories of the last
decade were built on this principle; Google and YouTube being the two
most prominent human gateways. Our journey does not finish with Google
and YouTube, thats where it starts. The days of the static brand are
increasingly numbered, as they become a means and not an end. This is
not just a new economy dynamic; all brands must take heed of this.

Credits: Ben Hourahine, Dan Bevis, Giles Hedger, Ian Robinson and Michael Jackson.