Everyday objects are set to get smarter in the coming year as technology gets embedded into everything from socks to bikes, according to forecasts by JWT.
At the same time, smartphones will be called upon for more and more everyday functions, evolving into wallets, keys, health consultants and more – placing our identity in one location.
JWT’s trends report also puts the spotlight on retail, stating that shopping is shifting from an activity in stores or online to a ‘value exchange’. Almost anything can be a retail channel, thanks to mobile technology, so brands must get more creative in where and how they sell their products, the report warns.
It also forecasts that, with more of our lives being played out on social media, people will come up with new ways to carve out private spaces in their lives. And it says we’re facing the dawn of the ‘super stress era’, with stress mounting and multiplying in our lives so governments, employers and brands will need to ramp up efforts to help prevent and reduce it.
Ann Mack, director of trendspotting for JWT, said: “Many of our trends reflect how businesses are driving, leveraging or counteracting technology’s omnipresence in our lives, and how consumers are responding to its pull.”
The ‘10 Trends for 2013’ report is the eighth annual forecast by JWT and included input from almost 70 JWT planners from around the world, as well as interviews with experts and influencers across sectors including technology, health, retail, media and adademia.
Bob Jeffrey, chairman and CEO of JWT Worldwide, said: “JWT recognises the need to anticipate and actively participate in the changes that will fundamentally define the future of our business and our clients’ businesses.”