Societal Trends

Societal trends are trends that relate to the social and cultural values and practices within a society. These are long term trends (at least two to five years) that explain why people behave the way they do. They are intergenerational. A few societal trends are only applicable to one specific group, but many of these effect society as a whole.

Some societal trends are caused by a single disruptive event (like 9/11), person (like Barack Obama) or technology (like the mobile phone). Other trends develop over the years – like a longing for ‘real’, as more and more aspects of life become fake or artificial. Most trends are interrelated and therefore overlap with others.

The TrendsActive societal trends are very practical and to-the-point and easy to incorporate into strategy, communication and product development.

SUSTAINABILITY

SUSTAINABILITY

Sustainability is the ability to maintain or improve the societal, ecological and economic spectrum (a.k.a. people, planet, profit). This is a huge trend that is influencing societies, industries and politics all over the world. It has been picked up by virtually every brand and – in some ways – has become a marketing fad. Because of the recession, economic sustainability is on top of everyone’s list right now. However, it cannot be seen as an isolated problem as it is also intertwined with the other aspects of sustainability.

  1. Keywords:
  2. eco-design
  3. /
    LOHAS
  4. /
    social justice
  5. /
    societal trend
  6. /
    sustainability
  7. /
    triple play
Samples of questions that will be answered
  • What are the drivers of this trend?
  • What are the relevant target groups?
  • How can one still reach consumers with a green message?

UNCERTAIN TIMES

UNCERTAIN TIMES

We live in uncertain times. Right now, we are suffering a recession. But in the back of people’s minds is global warming, overpopulation, terrorism etc. We don’t know what is going to happen next, and how long the uncertainty is going to last. This uncertainty has many profound social psychological effects that may change consumer behavior completely. Although ‘uncertain times’ sounds negative, there is more good news in this trend than one might think.

  1. Keywords:
  2. desperation marketing
  3. /
    honesty
  4. /
    inertia
  5. /
    low vs. high costs
  6. /
    societal trend
  7. /
    transparency
  8. /
    trust
  9. /
    uncertain times
Samples of questions that will be answered
  • How do people react to uncertain times (short and long term)?
  • How to survive uncertain times? What chances are there?
  • What happens to the luxury and green markets in uncertain times?

BLURRING REALITY

BLURRING REALITY

Over the past decade our perception of what is real (and what is not) has blurred. This is partly due to new technology and globalization that brought the world Photoshop, plastic surgery, CGI and ‘fake’ products from China. But besides that, people experience a declining trust in the messages of corporations and politics. Although consumers seem to long for trust, realness and authenticity, this is only partly true. Society’s relationship with ‘fake’ and ‘real’ is ambivalent. There is also a huge difference in perception between generations.

  1. Keywords:
  2. blurring realities
  3. /
    blurring reality
  4. /
    digital identity
  5. /
    local
  6. /
    media smartness
  7. /
    societal trend
  8. /
    word of mouth
Samples of questions that will be answered
  • What has caused the blurring of reality? And how do people respond to this?
  • How to deal with authenticity and trust?
  • How to walk the line between real and fake?

VISUAL CULTURE

VISUAL CULTURE

We are in the middle of the rise of a new visual culture, created by a young ‘visual’ generation. This generation grew up surrounded by a total abundance of images. Psychological research shows the result: this generation thinks visually and learns in images. Their way of working with images also differs from older generations. This new visual culture is often described in words, but rarely shown. This trend will show you how this visual culture is created and what it looks like. This trend also highlights the social cultural structures behind this new visual culture.

  1. Keywords:
  2. hidden communication
  3. /
    semiotics
  4. /
    societal trend
  5. /
    subvertising
  6. /
    visual culture
  7. /
    visual learning
Samples of questions that will be answered
  • What does the new visual culture look like?
  • How can I use it in my marketing communication?
  • What are the drivers and the effects of this visual culture?

CONNECTED SOCIETY

CONNECTED SOCIETY

The digitalization that has taken place over the past fifteen years has fundamentally changed society. Everything and everybody is – to a certain degree – connected. This has changed not only our behaviour, but also the fundamentals of virtually every organization. This trend is about people connecting with each other, with products (and services) and with organizations.

  1. Keywords:
  2. connected society
  3. /
    future of social networks
  4. /
    instant gratification
  5. /
    location-based social networking
  6. /
    online identity
  7. /
    societal trend
Samples of questions that will be answered
  • What are the sociocultural implications of new technology?
  • What are the drivers behind recent technology trends?
  • How can a brand serve the new, connected consumer?

HEALTH TO HAPPINESS

HEALTH TO HAPPINESS

This trend comprises all the latest on our physical and mental wellbeing in the 2010’s. Health, wellness and happiness are converging into total wellbeing. People in the western industrialized world are demanding quality of life and a healthy work-life balance. People are trying to slow down their lives in a world where most things are going faster than ever.

  1. Keywords:
  2. continous partial attention
  3. /
    health confusion
  4. /
    health welness happiness
  5. /
    human contact
  6. /
    new spiritualism
  7. /
    societal trend
Samples of questions that will be answered
  • How are health, wellness and happiness converging and why is this important for my organization?
  • How do I keep my clients/employees happy?
  • What are the differences among generations and sexes in terms of health, wellness and happiness?

Power of Play

Power of Play

Games and playfulness are everywhere around us. They have an increasing impact on education, business and society in general. Technological advances such as mobile phones (i.e. compact game devices) and intuitive control have broadened and increased the gaming crowd. Everyone likes to play and the reasons why are quickly becoming clear. Game principles have proven to be highly motivating – and sometimes even addictive. The use of these game mechanisms can completely and positively change the way you(r business) work(s).

  1. Keywords:
  2. distracted
  3. /
    game principles
  4. /
    gamification
  5. /
    intrinsic motivation
  6. /
    play
  7. /
    rewards
  8. /
    societal trend
Samples of questions that will be answered
  • How can you use play and game principles to increase your sales, motivate your students or engage your audience?
  • In what way do different target groups (men / women / generations) differ in play?
  • Will play be the future?

Abundance

Abundance

‘The more the better’ has been the mantra for a long time, but things have changed. The industrial revolution, mass production and the internet all have contributed to a growing amount of both ‘things’ and ‘information’. We’ve entered the era of abundance, i.e. a more than adequate quantity or supply. Research shows there is an ideal number of choices, which is far lower than one might expect. Consumers feel overwhelmed and need filters in this abundant world. This trend explores the latest (and future) manifestations of abundance and the filter mechanisms which consumers use to make choices.

  1. Keywords:
  2. abundance
  3. /
    busy
  4. /
    choices
  5. /
    filter
  6. /
    information
  7. /
    overwhelmed
  8. /
    products
  9. /
    simplicity
  10. /
    societal trend
Samples of questions that will be answered
  • How does abundance influence consumers' behavior?
  • What can one help consumers in this time of abundance?
  • How to reach consumers in world with abundant choice and abundant marketing?
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