Digithoughts

“This is the year of sustainable palm oil.”

“Smart clothing is the new black.”

You have those friends who know what’s now and next – in fashion, technology, music, whatever – long before you see it trending on Twitter. These folks are the innovators, identifying trends even ahead of the early adopters. At Digitaria, part of the JWT network, Ann Mack is our innovator. She’s JWT’s Trendspotter, entrusted with being ahead of “the know” on all topics and potential trends. She recently released her trend reports for 2012 that include 10 overarching themes to watch for, as well as 100 things that are about to be “so hot right now” (but that saying isn’t one of them).

Some trends showcase further evolution of certain ideas and technologies. Screened Interactions, which I’m guessing will play a prominent role in the Consumer Electronics Show (CES) next week, is one of Mack’s digital trends. The Rise of Shared Value, as companies find ways to marry corporate responsibility and social good with viable business solutions, is the continuing evolution of the public role of corporations.

Others are a backlash resisting long-established trends and traditions -- including the institution of marriage, with more women opting for the single life and an aging population embracing what more candles on the birthday cake means.

Following last year’s prediction of “de-teching” or temporarily stepping away from your devices, it’s clear that trends can only go so far in one direction before regression becomes the new progress: demand for the original, redux. Sports teams can only redesign so many times before the throwback caps and jerseys are the hottest gear, for example. Mack’s latest interpretation of this idea is Objectifying Objects, which piggybacks on de-teching, but encompasses our possessions rather than our time. Paired with Reengineering Randomness, or a desire to escape the filter bubble and personalization that predicts our every move, Mack predicts that we can expect an almost Luddite shift as consumers move away from some of the technologies that have been developed to make life easier.  

From Antique Eats to Zink, I found a few things in the Slideshare 100 Things to Watch in 2012 that I can’t believe I’ve been living without: I’m signed up for my first Floating Yoga class in Mission Beach in a few weeks—that’s yoga on a paddle board in the middle of the ocean, where I’m hoping to do downward dog without doing the doggy paddle.

Some illustrate several trends, like Postagram, an app that lets you create and send customized postcards directly from your iPhone for 99 cents each. It’s faster than sending international postcards, cheaper in some cases and customized with pictures and Instagrams in your library. Plus, who knows where to buy stamps these days? More tactile than a text message, Postagram is the Objectifying Objects trend in action, along with a mild backlash against technology.

Are you planning to go garden camping in 2012? Shopping for some smart clothing? Are you ahead of the curve on Ms. Mack’s predictions? Tell us which trends and things you’ll embrace and which you’ll resist in 2012 in the comments section or on Twitter at @digithoughts.

Kristina Eastham Communications Coordinator

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