OPR Unveils ‘Flawed, Hacked, Hard & Slow’ Futures Report
Public relations and communications agency, opr has released its annual Futures report entitled ‘Futures #4 – Flawed, Hacked, Hard and Slow’ which identifies key trends and 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.
Now in its fourth consecutive year, the 2019 report comprises 28 trends across five chapters covering society, technology, storytelling, government policy, healthcare, culture and marketing. Each will inform Australian and New Zealand leaders – including CEOs, marketing, communication and government – how these trends will impact their organisation.
Richard Brett, CEO of opr, 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.
“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 identified is ‘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.
‘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.”
Other key trends from Futures#4 include (but are not limited to):
- The New Slow: 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: 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: we 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: 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: 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: 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.”
Latest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.