Ogilvy PR Releases Its “Futures #3” Report On Aussies Love (& Hatred) Of All Things Tech

Ogilvy PR Releases Its “Futures #3” Report On Aussies Love (& Hatred) Of All Things Tech
SHARE
THIS



Ogilvy PR Australia has today released its Futures #3 report which identifies key emerging trends – including consumer reaction to overuse of technology and the impact of AI and use of data – that will directly impact Australian business and brands going forward.

The report provides a detailed analysis of data and information gathered from the world’s best technology and creative industry conferences, including Cannes and SXSW.

Targeting all Australian business and government communities, including the marketing and communications industry, the report provides significant insights into the trends that will impact business and brands going forward.

These include (among others):

  • Consumers looking to escape technology and celebrate the ordinary and the impact on how products are marketed;
  • Corporate scandal and mistrust resulting in consumers looking for ‘people like us’ to engage with; and
  • The impact on applications and efficiencies that the use of data, security breaches and the increased use of AI will have on business and brands.

Richard Brett, Deputy CEO of Ogilvy PR Australia, said Ogilvy PR’s Futures #3 Report explores these trends and others by examining the Seven Forces of the Future and how they bring together multiple insights that will fundamentally change marketing and communications – now and in the future.

“The report covers topics that impact all industries, such as artificial intelligence, voice recognition technology and the power of geodata,” said Brett. “It delivers a unique take on future trends providing exclusive and original insights before anyone else.

“It has never been more important for business and brands to understand change, where it’s headed and what it means. In today’s fast-paced digital world, a wealth of instantly accessible information, globalisation and social media have exponentially increased the emergence of new trends.

“The speed of discovery and development of innovative new products and services, means brands must take both a short-term and a long-term view, planning strategies not just for the next year, but for the ensuing decades,” he continued.

Futures # 3’s Seven Forces of the Future include:

  1. Cultivators revealing three cultural trends that are shaping marketing in the age of social media
  2. Communities tells stories of how effective communications today is driven by placing the community at the heart
  3. Creators outlines new trends which jar and juxtapose our visual senses
  4. Constitutors reveals how demographics and technologies are solving decades old challenges, but also creating new forces. Two trends that will impact and dictate government policy
  5. Corporates reveals insights where data, artificial intelligence, technology and innovation are fundamentally changing the machinery of business
  6. Cyborgs reveals challenging insights where human and machine are merging
  7. Clones encompasses radical new trends in healthcare that will lead to great leap forward in life expectancy and cures, but also creates new challenges around designer babies and even warfare

In the Cultivators section the report notes a new trend is forming amid our fast paced, mobile first, hyper-connected world: The trend towards the dull, the boring and the ordinary.

Brett says: “Brands and organisations can embrace this movement by realising that many consumers want an escape from technology, information and the rat-race. Embrace the humble, the everyday and real stories of small but remarkable achievement.”

In the Communities section the report notes that in a world largely driven by social media and the shared economy, corporate scandal and institutional mistrust, consumers are engaging more with real ‘people like us’.

Brett said: “From a communications perspective the impact is that organisations will need to look at ways to put real people at the heart of their campaigns, with a meaningful role, to co-create share-able content that moves communities and nations.”

The Corporates section examines how Australian business will be increasingly impacted by the debate about data and the use of it, data breaches and cyber security; a debate which will only be accelerated by the rise of AI.

Brett said: “The tipping point of AI has been reached, and now companies are opening up their software so that we can all use it. As a result, a myriad of new applications and uses are now coming online that help us create, produce and make our world more efficient, organised and smarter.

Brett concluded: “We’re living in a content bubble, with ever increasing amounts of shows, images, messages and information distracting us, so to cut through peoples’, organisations’ and brands’ clutter we need quick and simple ways to engage our target audience.”

Please login with linkedin to comment

ban

Latest News

Women In Media Profile: Zeina Khodr
  • Media

Women In Media Profile: Zeina Khodr

When B&T was offered to interview a lady named “Zeina”, we initially thought it was the warrior princess herself.

by B&T Magazine

B&T Magazine
39th AWARD Awards Winners Announced
  • Media

39th AWARD Awards Winners Announced

The winners of the 39th annual AWARD Awards were announced tonight in a celebration of the most outstanding creative communications work in the Asia Pacific region. The theme for the night was “Count Yourself Lucky” and didn’t disappoint with a record number of golds being presented. Held at Carriageworks as part of the Semi Permanent […]

Q&A With Cannes Chairman Terry Savage
  • Advertising
  • Media

Q&A With Cannes Chairman Terry Savage

If you mistakenly thought this was an interview with Kojak's Telly Savalas, as it turns out, it's even better than that.

Optus To Phase Out Virgin Mobile Brand
  • Marketing

Optus To Phase Out Virgin Mobile Brand

Didn't much fancy that Telstra story above? Well, perhaps B&T could tempt you with this tasty Optus tickler instead.

by B&T Magazine

B&T Magazine
AKQA R&D Teams Up With Google For Semi Permanent 2018
  • Media

AKQA R&D Teams Up With Google For Semi Permanent 2018

AKQA R&D in collaboration with Google has developed a process called Somesthetic Transfer. It uses machine learning to take both the style and texture of an artwork and apply it to another image to be 3D printed with a UV printer. The works will be displayed at Semi Permanent 2018 in Sydney from Thursday 24 […]

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid
  • Marketing
  • Media

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid

Design students from Torrens University’s Billy Blue College of Design have partnered with WPP AUNZ’s Health & Wellness division to decode clinical data on ‘Medicinal Marijuana in the Treatment of Epilepsy’. Their creative solutions will be presented at a Vivid Ideas Exchange titled ‘Design can save your life: how can creativity improve comprehension of health data?’ […]

Diversity Case Study Series: The Royals
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: The Royals

If you read one diversity case study on B&T today, make it this one. Not that there's any others to choose from, really.

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine