opr Debuts Futures #4 Report To Melbourne Adlanders

opr Debuts Futures #4 Report To Melbourne Adlanders
SHARE
THIS



Leading Australian PR agency opr yesterday launched its ‘Futures #4 – Flawed, Hacked, Hard and Slow’ Report in Melbourne at a breakfast event in partnership with B&T.

The fourth iteration of the report, Flawed, Hacked, Hard and Slow dives into the most important changes and trends impacting media and marketing today.

Screen Shot 2018-10-12 at 10.58.22 AM

In 2018’s report, opr identifies key insights in technology, culture and content, which will impact Australia and New Zealand businesses and government.

opr Futures delivers practical business intelligence distilled from the world’s leading creative and technology conferences such as Cannes Lions, SxSW, D&AD, E3, CES and CommsCon.

The report specifically looks at 28 trends across five chapters covering society, technology, storytelling, government policy, healthcare, culture and marketing.

Speaking on the report, opr CEO Richard Brett said: “Futures #4 explores these trends in depth: bringing together the key elements that continue to shape Australian business and government policy now and in the future.

Screen Shot 2018-10-12 at 10.57.48 AM

“We reveal we are at a crossroads: on one level we face a deluge of content and noise across all mediums and platforms, which is causing a number of societal challenges yet also business opportunities.  But at the same time there is a fascinating trend to slow down and stop.

“It is imperative business and brands continue to understand the changes that are happening and adapt to this fast-paced world. Futures#4 explores the kinds of content and stories that are engaging, but also explores what products and services are appealing in our accelerated digital lives.”

One of the key trends discussed was ‘Flawsome’: a new era in the way organisations and politicians deal with crisis and issues – a distinct move away from the over-messaged, over-cautious and sometimes robotic sounding soundbite to a more open, vulnerable and humble approach.

Screen Shot 2018-10-12 at 10.58.32 AM

‘Flawsome’ is epitomised by KFC UK’s brilliant response to its recent supply problems and the way Airbnb and ASOS have deftly handled recent crises; as well as how Jacinda Ardern’s open and humble approach to the challenges of being a politician and a mother.

Brett said: “This new style of leadership will be instrumental to engaging a younger generation, particularly in an environment where the most powerful person in the world refuses to show any hint of vulnerability or humility. Brands and organisations that own up to mistakes and flaws are echoing a new and interesting change in today’s cultural narrative.”

Screen Shot 2018-10-12 at 10.57.38 AM

Other key trends from Futures#4 include:

  • The New Slow:

This trend reveals that in today’s era of hyper information and complexity, we are seeing a trend and a need for us all to stop, reflect and slow down. This is epitomised by the slow television movement being led by SBS, Netflix and Norway’s public broadcaster NRK, and the slow art movement.

  • The Death of Masculinity:

This reveals an increasing global cultural narrative around how masculinity needs to change as cultural norms and expectations of men change and evolve.

  • The Age of Attention:

According to the report live in an age of attention with more and more content and noise being thrown our way every day.

Politicians, governments and organisations are resorting to more and more extreme methods to gain this most scarce commodity – attention. Technology such as bots, alternative media and fake news are making the problem even worse: Is there a more sustainable way for organisations to harness our attention?

  • Future Face:

This uncovers the rapid advances in facial recognition cameras, coupled with AI and vast computing power, allowing machines to conduct everyday tasks including banking, paying for food and goods, and track attendance at events.

They are also allowing the rise of ‘techno-authoritarianism’ – allowing governments to spot criminals and even humiliate citizens.

  • The Elders Narratives:

This comprises four trends that cover ageing: the changing nature of it, the changing expectations of it, how society’s views of it are evolving and how science can even prevent it.

  • The Last Taboo:

This explores the global loneliness crisis and why it is so hard to talk about it. The report looks at the reasons behind this issue and the causes of it. Governments are beginning to respond to the problem, technology companies are exploring solutions, whilst brands are beginning to develop campaigns that raise awareness of it.

Brett concluded: “Today’s technological world has changed the way we build companies, shape government policy, and market products.

“To understand the changing dynamics of how marketing communications influences audiences, we need a global and dynamic perspective and the annual opr Futures report has become a sought-after resource for organisational and government leaders.”

 

Please login with linkedin to comment

opr

Latest News

Commercial Radio Australia Develops Amazon Alexa Skill For Listeners
  • Media
  • Technology

Commercial Radio Australia Develops Amazon Alexa Skill For Listeners

The commercial radio industry has announced the launch of the RadioApp skill for Amazon’s voice assistant, Alexa. The new skill is designed to make radio listening simpler and more convenient for Aussies, who can now ask Alexa to play any of the country’s 300 AM, FM and DAB+ digital stations by name or frequency. The […]

Radio Buying Moves To Second Phase As Industry Eyes Programmatic Opportunity
  • Advertising
  • Media
  • Technology

Radio Buying Moves To Second Phase As Industry Eyes Programmatic Opportunity

The commercial radio industry has announced it is moving forward to phase two of an industry-wide project to automate and simplify the buying of radio. Phase one has resulted in the roll out of the AudioNET automated holding software RadioMATRIX. The industry-wide system, live since October 2017 and paperless since July 2018, is now used […]

Radio Industry Announces World-First “Super Pilot” For Audience Measurement
  • Media

Radio Industry Announces World-First “Super Pilot” For Audience Measurement

Commercial Radio Australia (CRA) and global market research firm GfK test the measurement of radio listening using a combination of diary and electronic meters in the first half of 2019. CRA chief executive Joan Warner said the initiative would be the largest-scale radio audience measurement pilot study using diary and electronic monitoring ever undertaken in […]

Radio Networks Unite To Grow Aussie Podcast Industry
  • Media

Radio Networks Unite To Grow Aussie Podcast Industry

Commercial Radio Australia (CRA) has announced it will establish a Podcast Working Group comprised of all major radio players, including the ABC and SBS. Announcing the initiative at the Radio Alive 2018 national conference in Melbourne today, CRA chief executive Joan Warner said the working group would be charged with developing an all-of-industry podcast strategy, […]

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative
  • Technology

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative

Digital asset management solution Collaboro claims its offering is a natural fit with Adobe’s, Microsoft’s and SAP’s new Open Data Initiative, as more organisations centralise their data on a single platform to improve their customer management and improve marketing performance.   According to Warwick Boulter (main photo), co-founder and CEO of Collaboro, a leading full-service solution for managing enterprise-level […]

Burger King Claims Its Hideous-Looking Halloween Burger Will Give Diners Nightmares
  • Campaigns

Burger King Claims Its Hideous-Looking Halloween Burger Will Give Diners Nightmares

Typically, eating a Whopper burger gives you heightened cholesterol and a bad dose of indigestion, but Burger King’s latest creation is set to give diners nightmares – quite literally. The new Halloween burger to be released in the US is nightmarish enough, with a green bun, bacon and and what appears to be deep-fried chicken […]

by B&T Magazine

B&T Magazine
Tourism Campaign: Self-Confessed “Boring” Nebraska Declares “It’s Not For Everyone”
  • Advertising
  • Campaigns

Tourism Campaign: Self-Confessed “Boring” Nebraska Declares “It’s Not For Everyone”

How do you attract tourists when, let’s be honest, your home state’s just a bit boring? That was the dilemma facing US midwestern town Nebraska which, due to a lack of things to do, was facing a visitor shortage on top of being voted the “least likely state” tourists planned on visiting. Hence, its new tourist catchphrase, “Honestly, it’s […]

by B&T Magazine

B&T Magazine
APN Outdoor Boss James Warburton To Exit
  • Media

APN Outdoor Boss James Warburton To Exit

After less than a year in the role, APN Outdoor CEO James Warburton will leave the business following the completion of its acquisition by JCDecaux. The Federal Court of Australia was the latest regulator to give the JCDecaux-APN Outdoor deal the green light, announcing its approval to APN shareholders yesterday. Warburton joined APN Outdoor in […]

by B&T Magazine

B&T Magazine
Six Tips To Getting Your Opinion Heard In Meetings
  • Opinion

Six Tips To Getting Your Opinion Heard In Meetings

Michelle Sales (pictured below) is a leadership speaker, coach and trainer and author of The Power of Real Confidence. In this book extract below, Sales offers her tips to make sure your voice gets heard at any meeting… It was Eleanor Roosevelt who once said, ‘You gain strength, courage and confidence by every experience in which […]

Opinion

by B&T Magazine

B&T Magazine
How To Foster A Culture Of Creativity
  • Opinion

How To Foster A Culture Of Creativity

Emma Bannister (pictured below) is the CEO of Presentation Studio and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In this guest post, Bannister offers her top tips to get the creative juices flowing… Many of us wrongly assume that to be creative, means to […]

by B&T Magazine

B&T Magazine